What is the difference between Internet marketing and traditional marketing?
Internet marketing is a part of the overall marketing strategy of an enterprise, and it is established to achieve the overall goals of the enterprise. Use the Internet as a platform for advertising promotion and sales transformation to achieve marketing goals. From the current business point of view, network marketing covers a wider range of network products and a wider audience. So what is the difference between Internet marketing and traditional marketing?
1. Different Marketing Environments
Marketing is based on industrial economy, and network marketing is based on network economy, network technology and modern communication technology in addition to industrial economy. Internet marketing is based on network communication technology, and realizes the informatization of enterprise marketing activities through the Internet and enterprise internal network. Automation and globalization eliminate the time and space constraints in traditional marketing.
2. Different target markets
In traditional marketing activities, the selection of the target market is mainly aimed at specific consumer groups, while the target market of network marketing is more personalized demanders. Enterprises collect a large amount of information through the Internet, understand the different needs of different consumers, look for business opportunities from each consumer, formulate corresponding marketing strategies for each consumer, and provide personalized products or services.
Three different marketing strategies
Internet marketing is to carry out marketing activities in a virtual environment. Customers can only understand product information through the Internet, and cannot feel and try it intuitively. Therefore, in terms of marketing strategies, enterprises must also design products and product displays according to the requirements of the virtual environment, and formulate corresponding marketing strategies.
- Product strategy
In online marketing, consumers cannot touch the entity of the product, and companies use multimedia technology to bring the appearance of the product into the product's appearance, performance, features, display quality, and services provided to users. In theory, general goods and services can be sold online. At present, the products suitable for online sales are mainly products that are more intuitive and easier to identify, such as electronic products, audio-visual products, and books. When enterprises conduct network marketing, they must reconsider product design, development, packaging and brand strategy in combination with network characteristics.
- Price strategy
In traditional marketing, the formulation of product prices focuses on product costs and corporate target profits. With the help of Internet two-way communication technology, enterprises adopt a win-win pricing strategy in network marketing to price products or services. On the one hand, fully consider the acceptance of target consumers, on the other hand, use the Internet to reduce costs and share with consumers the added value brought about by cost reduction.
- Channel strategy
The traditional marketing channel strategy depends on the spatial distance and traffic conditions between marketing subjects, and the product sales adopt a roundabout mode of inventory and intermediate links. Network marketing entities use the Internet to directly communicate with customers, realize direct sales, reduce the dependence of third-party logistics on inventory and intermediate links, and reduce circulation costs and transaction costs; intangible products can be directly distributed through the network.
- Promotion strategy
Traditional marketing uses promotional means such as advertising, personal selling, public relations, promotions, etc. In network marketing, personal promotion is difficult to use as a direct sales tool. Online advertising is the main means of online promotion, and the promotion connotation and implementation methods are more abundant. The essence of promotion is information exchange. Internet marketing transforms the traditional one-way information exchange into interactive information exchange, which improves the participation and enthusiasm of consumers.
4. Different ways of communication
In traditional marketing, both sides of the transaction are often in direct face-to-face contact. In network marketing, both parties to the transaction conduct website marketing through the website. E-mail and BBS are waiting for information exchange and communication.