In-depth analysis of how enterprises do online marketing

The traditional marketing model pursues the model that channels are king, often referring to sales channels and product sales channels. The rise of the Internet has led to major changes in marketing. The Internet is also a sales channel, but the Internet has never lacked sales channels. The Internet is a promotion channel. , is also a communication channel, in network marketing, we should pay more attention to product promotion, corporate culture promotion, so when we formulate network sales strategy, we should develop and use the network from a wider perspective, in order to design a profitable network sales Mode: The network can be used as a transaction channel, promotion channel, customer guidance and training channel, as well as customer maintenance and repeat purchase channel. In addition, the network can only create the greatest benefits by effectively cooperating with traditional and electronic channels.

1. Network as a promotion channel to provide new customers for traditional channels

The service industry is often unable to complete transactions and consumption on the Internet. For many luxury and high-value products, such as automobiles and car protection equipment, the main point of e-commerce is to increase new customers through online promotion.

Some customers may have a better understanding of products on the Internet, but they still prefer to transact through traditional channels. For example, many of Ctrip's customers often prefer to order air tickets and travel products over the phone. These members initially learn about products online and in product catalogs, and then buy them in brick-and-mortar stores. Its unit rental contribution to sales is far greater than that of brick-and-mortar stores.

Second, the network as a sales channel

In this sense, the web is like salespeople and stores. Through the website, customers can learn about products and prices, participate in promotions, and then make deals and pay online. However, transaction costs are greatly reduced due to savings in manpower and store rentals.

But on the other hand, if all the sales process is done through the Internet, the customer experience and product credibility will be greatly reduced, which is why people always think that the Internet can only sell low-priced products and not high-priced products.

It is not enough to trade large, high-priced products such as auto insurance equipment through online channels. It also has to work with more personalized interaction channels, such as phone customer service, direct mail, text messages, and even brick-and-mortar stores to participate in the transaction process.

3. Network as a channel for customer maintenance and repeat purchases

Sales staff rely on personal relationships and storefronts rely on geographical relationships, so sales staff will naturally have high customer stickiness and repeat customers. However, the online channel is fundamentally different from the traditional channel: the distance between the online store and the customer is only a mouse click away, and the natural rate of return for the customer is very low. Rely on one-time sales from new customers to make money. This era has passed. Maintenance of customer relationships and repeat sales are the foundation of e-commerce profits.

For traditional businesses, unless your purpose is to seek venture capital and speculation, sooner or later you will sacrifice profits for a repurchase model and a capital chain break. Based on this, the interaction, immediacy and variety of the web make it the least costly and most efficient channel for customer contact. For example, emails, blogs, MSNs, forums, videos and SNS can be powerful tools for increasing customer stickiness. Unfortunately, most traditional businesses only use internet marketing for front-end promotion and new customer development, rather than using these tools to maintain customer relationships for low-cost repurchases.

Of course, for high value-added products such as large elevators and wheel aligners, it is impossible to effectively improve customer repeat purchases by relying only on general search engine marketing and mass emailing, and it is also impossible to cooperate with traditional channels such as telemarketing and catalogs.

Fourth, multi-channel harmonious sales is an inevitable direction

The membership sales model based on database marketing is the basic strategy to resolve channel conflicts. Of course, the inability of many companies to achieve such a large-span channel transformation is another issue. However, the development direction of e-commerce must be multi-channel harmonious sales.

From the perspective of the development background of e-commerce, before the emergence of the Internet, e-commerce is mail shopping, media shopping and TV shopping are called direct marketing in the West, and today's e-commerce is an Internet-based direct marketing and sales model. The difference between business and mail shopping and catalog sales.

Now, more and more Western businesses are no longer called e-commerce, but multi-channel retail. When traditional enterprises develop online sales, there is no need to detour to building shopping malls and promotions, but to establish a multi-channel retail model combined with traditional channels. Under this concept, issues such as low prices, losses, channel conflicts, etc. will naturally be resolved.

5. Online sales, refusal to deceive and simple imitation

In today's network era, the marketing and business of any enterprise are inseparable from the network. There is no doubt that the result of rejecting network marketing must eventually be obsolete by the times. However, under the influence of the media, many decision makers of traditional enterprises believe that online sales are the establishment of B2C online shopping malls, online promotion, B2C supply or opening stores on third-party platforms such as Taobao, which is a narrow understanding of online sales.

It is difficult to solve the problems of low prices, losses and channel conflicts in online channels by simply transferring products from traditional channels to online sales or packaging brands. The traditional channel management method is directly grafted to the network channel, and the network is used as a parallel channel of the traditional channel to fundamentally solve the problem of channel conflict.