Network Marketing Innovation Of Fast Moving Products

Internet marketing has long been familiar with the fast moving consumer products industry, and many companies are trying to catch the net.

The popularity of 3G network, the surge of Internet users and the emergence of various social networking media are accelerating the marriage between enterprises and network marketing.

In the fast moving consumer goods industry, its audiences are mainly concentrated in the age of 15 to 29, which coincides with the "deep users" of the Internet.

In 2009, the fast moving consumer goods industry, which has been in touch with the Internet, is constantly exploring new marketing methods, but few enterprises really find the feeling.

Network marketing status of fast moving products

In fact, the rise of online marketing of FMCG is related to the stage of Internet development.

In the 2004-2005 year, online games were very popular, and Coca-Cola worked with World of Warcraft, which was the nine tour. Afterwards, Pepsi also joined hands in the grand dream land. In 2006, Coca-Cola also worked with Tencent, with the help of Tencent's 520 million registered users and 210 million active accounts, up to 20 million online communities with the same number of people online. Coca-Cola built the brand deeply into the hearts of the target consumers.

2006-2008 years of fast food product network marketing has blowout, the overall scale has increased by nearly two times, the scale of online advertising has risen sharply. The enterprises headed by foreign giants have launched a fierce attack. P & G, Nestle, Unilever, Wrigley, Amway and MaryKay have increased the number of online advertising and constantly innovating the Internet marketing strategy. They have found new growth points in the competitive Red Sea, and domestic enterprises such as Mengniu, Erie, Wahaha and other enterprises are taking advantage of the wind, and the investment in network marketing has increased rapidly.

According to AI's consulting data, the scale of China's online advertising has slowed down in 2009, because many enterprises find that online advertising is not as effective as imagined, and Internet marketing should not be driven by hard advertising alone. So 2009 is a watershed for Internet marketing. Most enterprises begin to pay attention to the strategy of Internet marketing, and begin to pay attention to the application of various social media and tools in the Internet, from advertising push to strategic pull.

Network marketing difficulties of fast moving products

In the Internet era, the marketing thinking of FMCG enterprises needs to be radically changed, and the marketing mode needs reintegration and planning.

Where is the consumer?

Unlike durable goods, users pay more attention to word of mouth. When consumers choose fast moving consumer goods, they focus more on entertainment and experience. Buying a bottle of juice or a toothpaste is obviously different from buying a mobile phone or cooker.

Suppose an office white-collar worker gets bored after lunch, finds some soap operas, finds that the traditional TV shows are too long, and can't finish watching the lunch break, so he visits the video website at random, and accidentally sees a short play called "hip-hop Quartet". The episode is less than ten minutes, and the content is relaxed and funny. The characters in the play can resonate with their work status, and they begin to like the "master's green tea" implanted in the play. On the second day, they buy a bottle at the convenience store downstairs, which is a reward for their hard work.

The average hip hop Quartet average hits 5 million hits per person, which is higher than the ratings of some TV dramas. The sales volume of the products increased by 10% during the hit season.

Therefore, before doing Internet marketing, fast moving products enterprises should first analyze the network behavior of target consumer groups, and have a definite purpose. Consumers may touch an interesting online activity or see an implanting brand when they play games. They will touch the desire of consumption. If a chewing gum enterprise goes to the old age Forum to post, it is obviously unable to reach its target consumers. Accurateidentification is one of the important principles of network marketing.

Two, what do consumers like to do?

Knowing where consumers are, fast food companies must understand what Internet users like to do.

Coca-Cola has planned a "online feasted Fahrenheit" campaign. Netizens can participate in the activities of uploading their own head shots. They can freely adjust their facial expressions through simple image processing tools, and then they can generate 3D videos of meals with the Fahrenheit on the web page. The webpage also provides links, posts to blog space, and completes sharing and showing off with friends.

This marketing method makes use of the fans' favorite way to create ideas, and makes the implanted brand more humanized and deeply rooted in the hearts of the people.

This is another important principle of Internet Marketing -- Interactive, MaryKay's online DIY make-up, and ice cream planning competition, all of which are a reflection of the success of consumers.

Three, how to control the direction of public opinion?

Fast moving products enterprises must grasp the trend of the Internet in time.

The disintegration of Sanlu originated from some complaints on the Internet, and the incident quickly expanded. The news of "melamine causing kidney stones" spread all over the whole country through the Internet media, so that the last one was unmanageable, and the brand image of the enterprise was completely destroyed. In view of the recent Shengyuan milk powder, in the face of the "premature door" incident, a statement was made in time on the Internet media, insisting on its innocence. After issuing the report by the authoritative department, it proved that the San Yuan had not happened, and the crisis alarm was lifted immediately.

From these two cases, we can see that fast food companies must react quickly to Internet speeches, and positive information can be expanded through blogs and micro-blog. The negative news should be dealt with promptly and eliminated.

Public opinion can be guided. After the big earthquake in 2008, many enterprises set up a network public relations department. Some enterprises also hired a network public relations company. The aim is to respond promptly and accurately.

This is the third principle of Internet marketing: Instantconversation.

Four, how to meet individual needs?

Personalized demand is an inevitable trend, consumers can take the initiative to ask for the next ten years, the C2B e-commerce mode will rise rapidly.

Marx's candy has been a fruitful attempt a few years ago. If you are willing to spend 5 times the price, you can print your name or other slogans on the M&M chocolate. Although the price is high, customers are happy with it. Marx has expanded two production lines in the weeks after the launch of the business.

On Valentine's day, lovers open M&M chocolates and find that the words "XX, will you marry me?" will be pleasantly surprised. Personalization itself is a kind of ultimate customer experience, while the Internet has laid a convenient platform for customized marketing.

In China, there are already some small shops that make up chocolate. They can get orders through online stores. They can also survive very well. This is another key element of Internet marketing, Personalization.

At present, SMEs still do not have enough ability to engage in large-scale "personalized customization", because this requires not only ideas, but also the perfection of information platform, logistics warehousing and production process, so as to quickly solve such problems as "customer request to change toothpaste into Hami melon flavor".

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Online marketing strategy for fast moving products

Search engine optimization

Suppose a housewife finds her facial skin is dry. Then she wants to buy herself a moisturizing mask on the Internet. When she enters "mask and moisturizing" in her search engine, she will get three kinds of information about the mask: one is selling the mask shop link, the other is the mask brand or product introduction and comment, three is about the beauty knowledge and skills of using the mask.

Obviously, the second kinds of information can stimulate her desire for consumption.

After comparing the brand, price and user comments, she decided to buy.

Whether in physical stores or online stores, it will focus on two questions: "what brand products fit me" and "how other users use their experience", which is precision marketing, and word of mouth marketing, and search engine is the most critical link tool of "precision and word of mouth".

Therefore, fast moving enterprises must make their brands, product names or characteristics and network positive comments conform to the principles of search engine retrieval. By buying and setting keywords, the relevant information of enterprises can be ranked higher in search results, so that they can get higher attention.

Network community marketing

With a strong user base, the Tencent seems to be able to do anything easily. In addition to the happy farm, the Tencent has launched a community game, the QQ restaurant.

This is a simulation business game based on the restaurant. It also effectively links the happy farm. That is to say, the chickens and ducks kept on the farm can be supplied to the restaurant for daily operation, and friends can also steal their teachers and learn skills. Because of its high entertainment and integration, it will soon be in full swing.

Suppose that at this time, there are fast selling brands to insert advertisements in this game, providing free virtual drinks or beer for the top one thousand netizens, so we believe that the brand reputation will increase rapidly.

Similarly, in 2009, Wuliangye group invited 500 well-known bloggers (and also bloggers) to participate in their new wine, the national dry red banquet, then facilitated the large-scale dissemination of the positive information of new products in their blog space, and quickly led to a hot comment on Wuliangye in the circle. Not only the brand reputation increased, but also the real sales volume was gained.

Community marketing is to "moisten things silently, 42 sets of Jin Jin" effect, as long as the implementation of creative implementation, it will have unexpected effects, such as Coca-Cola in World of Warcraft, become the magic water that can restore physical strength, and "Tang Sheng Feng" in the "green QQ energy jujube" and so on are very good implantation.

Video embedded marketing

The French high-end mineral water brand Evian (Evian) has produced a video of a roller skating baby. A large number of cute babies have been processed by computer stunts, and then combined with rock and roll and difficult roller skating. The result has been reproduced wildly by netizens around the world. The number of hits is over 100 million times. It can be described as the highest video clips so far. The brand characteristics of Evian's "purity and vitality" are well explained and disseminated.

Coincidentally, Vita milk, once an old fashioned young man, began to rely on video marketing to establish the brand image of Vita lemon tea. Its joint Tudou made funny videos and named it "coming to real" after the event. After that, it solicited videos to all netizens and led netizens to participate, spread and vote.

Another cosmetics brand, NIVEA, is also the beneficiary of video marketing. A short film of "otaku Metamorphosis" can fully display NIVEA's men's products, and the keywords of "otaku and stylist" are spread everywhere.

Network video is the most intuitive Internet communication media, and its expression methods are ever-changing and creative, so many video websites now pay close attention to the short films of self timer, because many of the marketing of fast moving products have achieved good results.

Micro-blog marketing

Purple, which is a new media that sina exploded with celebrity resources, said that the potential of the media is unlimited because it has the characteristics of instant messaging (IM) software, network community circles (SNS), location based services and news release. It can integrate seemingly fragmented information fragments into something valuable to some people. Earlier, a Japanese friend in the toilet of the mall, through mobile phone micro-blog, successfully sought toilet paper assistance example, has already illustrated this point. The rapid development of American fashion brand Zappos is also thanks to micro-blog. All employees have micro-blog Twitter account, and they are talking with customers at all times, making shoes become "easy to chat". Since the beginning of 2010, micro-blog has made a big hit.

In the future, micro-blog will build an application system with open API, which will allow advertisers to publish business messages or build business themes. Micro-blog will evolve into a huge ecosystem and play an important role in the future of e-commerce.

Network marketing is a double-edged sword, because trees are big, so they attract the wind.

Nestle was once banned by Greenpeace for its green hat because of its protests by netizens on Facebook. The reason is that nestle needs palm oil when making Kit-Kat chocolate, and palm oil production can lead to "unenvironmentally friendly" behavior such as cutting down, increasing greenhouse gas emissions and endangering the survival of chimpanzees. After that, Greenpeace released a video in YouTube, strongly criticised Nestle's behavior, and the harm it brings to enterprises is self-evident.

For fast moving consumer goods enterprises, to make products become "quick sale", we must deeply study the consumer's network behavior, make full use of various social media and Internet tools, and grasp the direction of public opinion, so that we can stand out in the industry.