What Strategies Should Internet Marketing Follow?

More and more enterprises expect to achieve marketing through the Internet. In addition to some Internet gene companies doing Internet marketing, many traditional enterprises are getting deeper and deeper into Internet marketing. They no longer satisfy the Internet as a communication channel, but rather integrate Internet resources into network integrated marketing.

Over the past two years, with the success of millet, the success of Huang Taiji and the success of orange, the entrepreneurs who advocate Internet marketing have become increasingly anxious. They also hope to achieve marketing breakthroughs through the Internet and create their own marketing miracle.

Li pointed out that Internet marketing has entered a very stable stage of development. The Internet is no longer a place to create marketing miracles. Internet marketing has its own rules. If we follow the rules, Internet marketing will not be a success.

1, network marketing must seize the social hot spots or create social hot spots.

The marketing of enterprises wants to catch the hot spots of the society. From a certain perspective, it is more difficult than creating big social hot spots.

For example, the first lady Peng Liyuan didn't wear your brand clothes at all. For example, Xi always did not enter your restaurant for consumption. For example, "Daddy, where to go" did not enter your village to shoot, and so on, many hot events were enviable.

The popularity of Qingfeng baozi shop, exceptional clothing and snow township can only be regarded as an exception to the exception. But there are still some success in creating hot event marketing, such as a series of successes derived from orange, including the successful marketing of life network, peach, pan apple and so on, all due to the success of the original Internet marketing.

Some people say that the success of this marketing is rooted in the story of Chu Shijian's old man's pioneering work. For this reason, what is more important is that Chu's father, who has been forgotten for many years, can become a hot spot in the Internet.

Xi went to Qingfeng baozi shop. The team first looked at the kitchen and went to the platoon. When taking the meal, he was concerned about the safety of food raw materials. The waiter used his cell phone to read the photos of raw materials for President Xi, which greatly reassured the students and finally exchanged food safety problems with the people.

Network marketing must be combined with the big background and hot spots, so as to break out the huge potential of communication.

The exploding point of network marketing is often the "pain spot" of the whole people. Behind it, there is a huge market urgent demand. Once it detonated, it will trigger a frenzy of market response.

On the three day after that, the people of Qingfeng baozi shop were lined up for the trouble, so we could see the strength of the background.

2, the core of Internet marketing is always people.

In the past year, the most talked about is "big V". Why do people care about the network "big V"? The reason is very simple. People are always the core of marketing. Behind the "big V", people are quite well-known.

We find that in the network marketing, many famous brands or products are often crowned with someone's brand name, such as Lei Jun's millet, orange, Huang Taiji, Jobs's apple, Pan Shiyi's SOHO, Guo Jingming's small era, etc.

It can be seen that in the era of Internet marketing, the role of human beings is huge.

Micro-blog and WeChat are always tools. People who really activate these tools are people.

Xi always became the brand spokesperson of Qingfeng baozi shop unintentionally, but because Xi chairman was loved by the people and unconsciously became the spokesman of Chinese traditional snacks, this is the gospel of Chinese traditional food industry.

The big personal brand effect is far less than that of a corporate spokesperson.

Another case is that the time of Jian's orange is human's success. People buy oranges instead of oranges, and they buy inspirational spirits. Similarly, today people go to queue to buy Qingfeng baozi. The same is not bought by baozi, which is a great confidence in food safety and a great love for Xi.

The core of Internet marketing is always people, because people believe in products, because people believe in services.

Network communication tool itself can not create value, talent is the main body of creating value, so it can not be reversed.

3, Internet marketing is not good without good products.

Network marketing often pushes brands and products to the top of the wind and waves. Obviously, there is no good product as a guarantee, and network marketing is virtually impossible.

For example, after the success of the millet mobile phone, many of them expect to achieve the same success of millet through imitation, and even the trainers pform the Internet cell phone, but they see the success of the millet mobile marketing, but do not see the success of the research and development of the millet behind a year and a half time.

Quality is king in the era of Internet marketing is very critical, good quality has been praised by people, bad quality has been "into eighteen levels of hell" and it is not a solution.

Qingfeng baozi is a time-honored brand of Beijing's state-owned enterprises, and has a high reputation in Beijing.

Baozi and fried liver are the two core products of Qingfeng baozi shop, which are popular among the people of Beijing.

From one detail, we can see that President Xi asked the waiter how the fried liver was thicker than before. It can be seen that Xi is not the first time to eat the fried liver of Qingfeng baozi shop. It was fans long ago. This is a good product to attract Xi Dada to taste it.

Good products may not create instant miracles, but good products must be the cornerstone of brand miracle.

4, Internet marketing must introduce consumers to create value.

Internet thinking is the key to the success of Internet marketing.

The core idea of Internet thinking is to introduce consumers to create value, which is what we call the concept of C2B. The emergence of this concept makes Internet marketing more open, making value creation more close to demand itself.

Traditional enterprise marketing is the concept of closed door product creation, which is pushed hard to consumers. The concept of product in the Internet age is "C2B", that is, let consumers participate in manufacturing concepts.

The main points of the study were "6 pork steamed bun, a fried liver and a shepherd's purse". The netizen was named "learning big package". The picture has the truth and the price is 21 yuan.

The concept of this set meal was not created by Qingfeng, but also created by learning and netizens.

One of the essence of the success of Xiaomi mobile phone is to let netizens and fans participate in creating product content rather than wishful thinking.

Only netizens create life that is not expensive.

5, good experience in network marketing is more important than anything.

What is experiential marketing? Experiential marketing refers to a way of marketing that enables customers to experience the products or services provided by the enterprise and enable customers to perceive the quality or performance of products or services in a way that allows customers to perceive, listen, try and try.

This approach aims at meeting the needs of consumers' experience, producing and managing high quality products based on service products as the platform and tangible products as carriers, and narrowing the distance between enterprises and consumers.

Ren pointed out that experiential marketing is not about buying and selling. Its core point is intimate experience. Customers establish strong brand sentiment through experience and brand, and maintain marketing activities through brand sentiment.

After the meal was finished, netizens saw the practice of "CD-ROM action". The practice was queued up so that the masses could see the practice of "ordinary life and great cause".

These are the "experience" created by netizens.

In the era of Internet marketing, enterprises can not let go of any detail experience, and make every experience to the utmost.

In the era of serious excess of product homogeneity, traditional enterprises must reshape product experience and let them move into every action of consumer experience, and the brand will also be formed in the process of experiencing.

6, Internet marketing should continue to be a hot spot.

Network marketing is a continuous process of continuous fermentation. The explosive spread of this kind of hot spots will eventually push brand marketing to a climax. Good online marketing will achieve sales through concentrated explosion, such as millet mobile phones, orange products and so on, and the time for sale is very short.

However, marketers often neglect the continuous hot fermentation process. In fact, whether the sale is smooth or not depends entirely on the hot fermentation process in the early stage.

As far as orange marketing is concerned, its network marketing resources are quite huge, and at the same time, it also includes a large number of marketing communications under the line.

Let's take a look at the incident of Qingfeng baozi shop again.

After a big meal, netizens are following the Internet users' questions: Why did the chairman go to Qingfeng baozi shop? Will Qingfeng fire rise in price? This series of problems constitutes a "continuous hot chain".

The director of Qingfeng baozi shop issued a statement for the first time, but he did not arrange in advance, only the chairman's plebeian meal. After that, he solemnly declared that Qingfeng baozi definitely did not raise the price.

These two statements have been the headlines of the major news media, so that the whole time has been extended and sustained. Qingfeng baozi shop has aroused the attention of the national market, and the popularity and reputation of the brand have soared overnight.

Although these are not man-made arrangements, they give enterprises Inspiration: Internet marketing should build a "hot chain", so that the event continues to ferment, and finally can push the brand to the climax.

7, Internet marketing should make the entertainment of the whole people creative.

The participation of netizens is an important part of network marketing, but as a marketer, we must do well in guiding work of Internet users.

Because of the entertainment characteristics of netizens, it is likely to make a network marketing event deviate from its original purpose and direction.

In this respect, Durex's network marketing is done very well.

Its micro-blog and WeChat marketing greatly attracted the enthusiasm of netizens to participate in entertainment. However, it had a good grasp of the scale of its publicity. Not only did it express the unspeakable special commodity brand, but also it was full of entertainment spirit, and it did not appear vulgar. It became a classic in Internet Marketing.

Returning to the event that Xi had eaten Qingfeng baozi, why did Xi Xi only point out "6 buns, a dish of fried liver and a shepherd's purse", which led to the endless imagination of netizens, and the relay's creation in good faith and its crazy forwarding.

The spirit of the Internet world is "openness, freedom and equality". Netizens are not afraid to learn a great deal of status. Instead, they integrate the progress of the country and the nation in the "Chairman package", that is, the netizens' endorsement of the national policy and the indirect expectation of the future of the country.

Entertainment is the only way to be

The power of forwarding.

The premise of entertainment is "creative theme". Enterprises must be good at making big themes rather than on the basis of their own interests, but from all the netizens' major concerns.

8, network marketing must have a background story.

The most typical background story is orange.

The reason why orange is called "inspiring orange" is because of the strange and tortuous life story of Chu Shijian.

Who can guarantee whether the story of orange will be moved onto the screen in the future? Ren Lijun, a marketing planner, points out that the story will be put on the screen because the screenwriters are unable to think of the movie creators.

Network marketing must have stories, stories of talent attractive, story brand is a good brand, story marketing is classic marketing.

Qingfeng baozi shop is characterized by baozi, and it is a time-honored brand and special snacks in Beijing. These historical backgrounds are able to stand up to the net.