The Key To Success In Internet Marketing: Good Wine And Deep Alley?

In today's Internet world, a group of network personas represented by Obama, Feng Jie, Xi Li Ge and Jie Jie suddenly explode overnight, and their attention is no less than that of celebrities.

Their story continues, no matter what the result is, one thing is certain that they have successfully become the "heroes of the world" who occupy the attention of netizens.

As for speculation, it is true or false. The result is good or bad. We will not comment first. Only from them can we not see the tremendous power of the eyeball economy.

In the face of all kinds of brands and websites springing up on the Internet, the ultimate goal of an enterprise is to make itself a little green. If we want to achieve this goal, we have to work hard.

Creative attention

Keep up with hot manufacturing events

The attention economy has created a new business environment and business relationship. Because there are a lot of excessive interference information in the network virtual economy, even if there is good quality and good service, if these information can not enter the customers' sight and cause customers' attention, it will not bring huge profits to the manufacturers.

Under such circumstances, businesses pay more attention to the marketing of public attention, and many enterprises have made a successful attempt in this regard.

Semir has successfully worked with Youku and Tudou for video marketing, and has exclusively named all the advertising resources of the Youth Drama "who makes my own youth" when it premiered on the two websites. It also tried to use QQ show to brand marketing, chose more than 100 million QQ users with the young fashion group as the main body, and launched the Semir costumes QQ show, letting users realize the beauty, fashion and beautiful feeling brought by Semir. In addition, it also took the PPS online TV official website in 2009, exclusive name and bought all the advertising resources of the "2009 Happy girl" on the PPS platform, which has become the most concerned entertainment marketing topic.

Xu Weijun, deputy general manager of Semir brand, told reporters that the reason why he chose to cooperate with PPS is to see "happy girls" as one of the most entertaining entertainment programs among teenagers in 2009. Their cooperation is to have a good combination of their brand image with the hot spots of young people nowadays, and to pplant potential consumers' attention from entertainment programs to their own brand products.

Apart from the clothing brand, some large shopping platforms have also worked hard to attract public attention.

From September 25, 2009 to September 30th, on the basis of "brand goods, discounted price", Taobao mall launched a "1 dollar spike" campaign, which launched 20 different products at 20:00 every night. 1 billion 800 million people participated in the six days of spike sales promotion held by Taobao, and the average number of people participating in spike activities every day was 300 million, making the most successful sales promotion record in history.

This figure is equivalent to an average of 1 Chinese spike sales.

At the same time, according to China's 300 million Internet users, on average, each netizen participated in at least 6 Taobao spike activities.

According to the spike peak statistics, Taobao's single page successfully supported more than 100 million hits in 10 minutes.

Whether it is the total number of participants in the promotion, or the peak traffic volume, it is unprecedented in the field of e-commerce. Taobao's spike activity is enough for the website.

Attentional attraction

Let customers take the initiative to stay where they are.

After attracting public attention, businesses should pay more attention to this kind of attention retention.

The share of the mind is a kind of intangible asset that can be realized at any time for manufacturers. It is a potential market, and it is also one of the best ways to avoid noise risk in today's information overload market.

In addition to the basic guarantee for the quality and reputation of our products, I think the most important thing is to establish a channel to interact with customers, to know what they want, what they want to say, what they care about and what they like.

Liu Lide, general manager of shoe buying network, is very experienced when he talks about how to "link" customers.

As a result, an online professional shoe fan community platform has emerged on the shoe buying website, bringing together a large number of enthusiasts who understand shoes and shoes to exchange and discuss on the Internet.

Not only is the shoe purchase network, but the "NIKE sina sports community" jointly built by Nike and Sina has created a strong online fan camp for Nike brand.

Baidu also integrates strong network community products such as post bar, space, know and encyclopedia, and builds Adidas club for Adidas.

To attract the attention of consumers, enterprises should first become followers of the interests of target consumers.

The Internet community has become a real gathering place. In most cases, it can replace people's gatherings in real life.

The brand that conveys to the consumers of the network community is no longer a role of a seller only. It is based on a more professional point of view to read its own consumer groups and become customers' friends and bosom friends.

In the process, the website attracts the invisible buyers on the other side of the computer screen like magnets. Users are placed in the atmosphere of professional sports shoes fans community. The trust in the products of the website naturally forms, and the dependence on the community is bigger and bigger. In fact, the website of the brand has become the preferred website for their consumption.

Attractiveness changes purchasing power {page_break}

Strengthening brand image and grasping core competitiveness

After keeping the customer's attention, what the enterprise needs to do is to gain the core competitiveness in the market by relying on its product quality and meticulous service, so that customers can truly "concentrate on themselves".

In the network economy, the information overload makes customers feel at a loss, and the choice of brand is another effective way for customers to get rid of noise risk.

Because customers subconsciously believe that brand is the manufacturer to make consumers believe that their products and services and a lot of investment generated.

Moreover, the enduring brand is also the result of long-term self-restraint on the quality of products and services.

Therefore, the choice of famous brands, products and services have been guaranteed.

More and more facts show that we are entering a brand economic era.

So some have not formed their own brand or brand is not strong enough network business, the biggest task is to build up their own brand as soon as possible.

However, consumers are not familiar with the website from the beginning, after trial, and then to the ultimate trust and loyalty, all these require sellers to use all possible ways to prove their sincerity.

"When you open this letter, things have been delivered to you smoothly, and at the same time, I would like to thank you sincerely. If you have had an unhappy online shopping experience, I hope this experience does not disappoint you. Thank you again for your support." chao chao Yi "will strive to do better! Every buyer in the" tide shopping "shop will receive such an orange red letter with" logo "as the" tide maker ".

In order to prove that all the products in the store are genuine products from the brand counters, the photo gallery not only takes photos of the special background shooting boards, but also takes photographs and enlarges the details that can be certified to be authentic, so that the consumers first recognize the authenticity of the goods. In addition, the small ticket scanning version and the genuine clothing tag are added to the parcel post packages purchased in Hongkong, Japan, the United States, the United Kingdom and Germany, and the buyers' concerns are dispelled.

In addition, the mailing boxes sent to the seller by the website are all cartons designed by Chao Yi to have their own logo, which is designed by themselves. The attentive staff will also put several foreign candy in each box as a small gift.

332 the direct selling website of the shirts also came up with a set of solutions to the problem of poor shopping experience.

In the face of many customers who want to buy clothes but are worried about the bad materials, and can not see the physical customers, the website will send some samples of clothing cloth to them to solve some friends' concerns.

Now businessmen on the Internet are not only satisfied with simply selling clothes, but also pay more attention to selling a service, an attitude, a brand, a sense of happiness in the hearts of customers.

Correspondingly, it is the most valuable group of online sellers who are surrounded by loyal customers.

If the enterprise wants to develop, the brand must be set up, not relying on hype to induce consumers to make decisions that deviate from their original intention, but to take the initiative to find out what concerns consumers need and what they need.

From this point of view, the brand is to seize the blank of the market, bold innovation, to create a professional anti radiation clothing brand.

The anti radiation clothing was used in the military field early. In 2002, the anti radiation clothing was formally used as a civil service for the special crowd of pregnant women and white-collar.

CEO Xu Taofang, a radiant clothing company, said in a reporter's interview that when he began to do it, the target consumer group was locked up in the long-term use of computers, and the people were willing to try some new things, and the more they seized such an opportunity.

"Nowadays, radiation protection clothing has become the standard configuration of pregnant women, and the number of people we serve is also expanding."

Xu Taofang said, "the addition of fragrant radiant clothing is not only a maternity dress, but also a white-collar radiant suit for white-collar workers working in banks, securities companies and other places who work for a long time.

From pregnant women to white collar workers to primary and secondary school students, Xiang Xiang is expanding product categories and target customers step by step, attracting more people to understand products and consumer products, and to bring their own characteristics to the extreme through the Internet and e-commerce.

From a marketing point of view, the characteristics are selling points, and characteristics are attention. From the point of view of business marketing, this feature is the characteristics of enterprises or the characteristics of products. Mining their own characteristics and core competitiveness is very important for enterprises.

Expert opinion

Turn attention into choice.

Zhou Wei, editor in chief of CBD online pan CBD mainstream business community portal

Things are scarce.

Relative to massive information, attention resources have become scarce products.

In the information age, how to capture, attract and retain the attention of consumers, and expand the popularity and reputation of consumers is very important for enterprises.

Well handled, enterprises can attract customers' attention at the lowest cost, get the greatest practical value and future intangible capital.

If the management is not good enough, the enterprise will easily take the trouble to get rid of it and get twice the result with half the effort. In extreme cases, it will even become a negative victim of attention.

How should attention economy be applied to network marketing?

The influence of attention economy on network marketing lies in: first, network marketing should not only attach importance to the accumulation of effective information assets, but also attach importance to the quality of products and services, both of which are wealth.

Second, network marketing means should be diversified. We should consider all kinds of specific means that the Internet can attract attention, such as hyperlinks, advertisements, buttons, pop-up windows and so on, and combine the advantages of traditional media and models, such as spokesmen, models, interactive online event integration, etc.

That is to say, we should create a three-dimensional marketing mode.

Third, the whole process of Internet marketing should be based on interaction with consumers' attention and experience, from pre purchase cognition, comparison and experiential inquiry, consultation to use, evaluation and summarization after use, etc.

But the use of attention economy to create brand effect is not equal to speculation.

This is a question of short-term interests and long-term interests.

Speculation is for short-term eyeballs or interests, and can only be hyped for a single event.

For an event, it is hyped up. Popularity goes up, to some extent, success.

And e-commerce services for enterprises will ultimately be reflected in products and services.

Electronic commerce is a long-term process and needs constant accumulation.

A successful speculation can not take the place of other links and other marketing work, nor guarantee the long-term operation of enterprises.

How should attention economy be applied to the operation of specific enterprises?

What specific aspects do enterprises and brands do in the e-commerce market can help to tap the potential attention of the market, enhance the loyalty of consumers and set up their own brands? First, create excellent products.

Product and service quality is the foundation of successful marketing. It is the foundation of establishing long-term trust relationship with consumers, and is also the fundamental guarantee for long-term development of enterprises.

Second, tap our own characteristics and core competitiveness.

Traditional enterprises are doing this, but the characteristics and advantages of the Internet and e-commerce are that they can bring their own characteristics to the extreme.

Third, do a good job of service.

Other short boards that plagued the development of electronic commerce, including payment and distribution, have been gradually solved or greatly improved, which has highlighted the importance of after-sales service and services.

Otherwise, a mouse, a negative evaluation or message, will spread throughout the Internet within a day, affecting many consumers and affecting a large number of actual orders.

Fourth, e-commerce can not be separated from the necessary promotion of traditional media.

To create a brand can not be limited to the Internet. Although the traditional media is not as good as the Internet in terms of the breadth, renewal, speed and interaction of the information, the credibility of the traditional media is higher, the depth can be stronger, and it has an advantage in moving and persuading consumers.

Fifth, network marketing should set up database for target market and implement personalized database marketing.

This is crucial for any long-term enterprise.

To implement specific network brand, we have to mention PPG.

As a pioneer, PPG has created myths in the field of clothing direct selling and e-commerce in men's wear. It has proved that online clothing sales can be successful. Unfortunately, it was hit by a lawsuit and a series of negative news reports, which affected consumers' confidence in PPG.

After PPG, VANCL has sprung up and attracted much attention due to its rapid development and extensive network promotion.

VANCL AI statistics show that in the self selling B2C platform, the market share of VANCL pactions in 2009 was 28.4%, ranking first.

The key to VANCL's success lies in its focus: online business at the beginning, plus the advertising mode of "original" website alliance, which is very good at avoiding its own cost and getting ample cash flow in the early days.

Another rapid development is MASAMASO, MASAMASO abandoning the idea that e-commerce can only sell low-priced clothing, introducing the high-end men's clothing into the field of e-commerce, and having lower channel costs on the Internet, allowing consumers to buy more affordable high-quality clothing and gaining market recognition.

In the future, it is more important to find attention and retain attention than to attract attention; the two ones are front-end and backend.

In order to find attention, enterprises need to go deeper, penetrate into consumers, go deep into the community, build their own databases, understand and analyze their customers better. In order to retain their attention, we should pay more attention to activities, information quality, not quantity.

In general, a more practical, landing and interactive community portal may play a major role in this field.

The interactive development of community forums and electronic commerce may become a trend.

Enterprises with vision should grasp this trend.

The impact of this trend on the future Internet marketing market lies in the following aspects: paying more attention to the network, paying more attention to the interaction and experience with customers, and extending the enterprise's tentacles from the online to the offline as far as possible, so as to realize the combination of online and offline, and the combination of entity and virtual.

In the long run, in order to really capture and retain attention for a long time, we need real professional and practical information, and we need to pay attention to Internet word of mouth marketing, which requires solid operation of enterprises.

At the same time, it is best to combine the close service under the line and pay more attention to the local community marketing.

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How to hit the bull's eye with an arrow

Japan Tokyo commercial and Trade Conference National clothing collocation division, commodity Chen Shi

Li Ai, a retail consultant of Beijing Shan Gu vision brand image design company

Catch the attention of consumers

In recent years, information flooding and ubiquitous advertisements have caused people's aversion, and the phenomenon of excess information leads to insufficient information.

So that consumer attention and trust have a downward trend.

Only by grasping the characteristics of network marketing can enterprises establish their brand image and establish their own positions in the fierce commercial battle.

The attention economy has created a new business environment and business relationship, leading us into a brand economy era.

Enterprises and brands connect with consumers through online advertising, website links, blog forums and search engines in the e-commerce market.

We should use the openness and interaction of the network to demonstrate the brand characteristics, consolidate the relationship with consumers, tap the potential attention of the market, improve consumers' loyalty to themselves and establish brand names.

In the new business environment, the brand must do is to let consumers find themselves and make consumers like themselves.

Internet advertising is called "the fifth media".

Although the market share is not high at present, China's Internet data show that online advertising expenditure accounts for only 10% of the total advertising volume each year, but its fast and high efficiency is a new force that can not be ignored.

If you want to attract attention, online advertising is essential.

Few customers in the new store know.

In order to attract customers, we must first design a conspicuous doorway.

Let people know "what shop is this" and "what is in it".

When customers click in, they enter the first room and let customers know the result.

We should directly convey the charm of products and not let customers go away.

Then the customers began to focus on the real content, that is, they entered the second room.

Here, we must firmly grasp the customers' hearts and arouse customers' desire to purchase through three steps: "argumentation", "trust" and "peace of mind".

Demonstration -- using brand strength to specify how to get results.

Trust - authoritative people's words, news reports, business life, shop number, business performance, etc.

Reassurance - customer evaluation.

The quality, style, price, service and so on.

So how can we create the journalistic nature of advertisements? Any enterprise can create news: first, pursue novelty.

Humans are naturally fond of collecting fresh information, and will not let go of new stores and new products.

Second, it is profitable.

Human beings are weak in the face of interests, so discount sales promotion, gift presentation and other news dissemination is the fastest and most popular.

Third, follow the crowd.

The rise of business performance, the passing of customers, the first sale of regional sales is also a topic of concern. As Ge You said, "where is the family and where I go, I believe in the masses.

However, it should be noted that the news nature of creating advertisements is essentially different from that of hype.

Many advertising companies openly claim that our company focuses on Internet hype and media exposure. Our top hype team can bring you millions of hits.

I think the news nature of creating advertisements is not wrapped up in nothing, nor is it invented by the so-called "network water army". It should be based on facts and extract the true meaning of the brand.

We once heard such complaints that the works of professional advertising companies are not as good as ours.

Why? Because advertising companies are good at making beautiful pictures, but they don't know much about their brands. So before you hire an advertising agency, you must identify the core content according to the steps.

Pay attention to purchasing power.

Network marketing is different from traditional propaganda. The Internet brings convenience to consumers, but also brings unrest to businesses.

After consumers are interested in things, they will also search for competitors and make a sober contrast.

Therefore, what we saw initially is not necessarily the final choice of consumers.

The most sad thing is to spend huge advertising fees, but have to dress for others.

So often hear the voice of "online advertising is not effective".

The first step in advertising is to attract consumers' attention, and the next step will be to buy.

Therefore, your brand must bear the brunt, but this is not the end result.

If we want to get consumers' hearts, we must work hard from brand reputation, product quality and perfect service.

The eyes of the masses are bright. The company has spent a lot of money to attract customers to the shops. However, whether customers are satisfied after buying or buying after entering the store determines the continuity of brand development.

Word of mouth is the best advertisement. The survey shows that a satisfied customer can trigger 8 potential pactions, and an unsatisfied customer can affect the wishes of 25 people.

To enhance customer satisfaction and retain loyal customers, we must first have clear customer orientation.

It's ideal to get all the customers, but it's not easy.

Therefore, it is very important to firmly grasp the first target customers.

If the target customers are too extensive, the theme of the merchandise design is scattered and unfocused, but it will lose all customers.

Successful brand planners and designers know most about the habits, scale and values of target customers, so they can design products that have unique competitiveness to meet customers' needs, and seize the attention of customers, and highlight the unique charm of brands in a colorful world.

At the same time, the intensification of competition has brought about a new era of enhancing brand value added and improving service quality.

Advanced countries regard "service" as "a powerful weapon for the success of the retail industry". In the sales process, we must first establish "good feelings with customers".

It can be seen that emotional factors have greatly exceeded the material needs themselves.

Today, with the continuous extension of the economy, "improving service quality" has become a worldwide sales concept.

In recent years, with the development of the economy, China's new rich class has surged, and over 340 thousand of its net assets exceed millions of dollars, making it the fourth largest producer of wealth in the world.

These affluent layers also demand higher quality of service as well as demand for goods.