Which products are suitable for online marketing?

Internet innovation is getting faster and faster, SEO, blog marketing, forum marketing, topic hype, viral marketing, the myth of Internet success is constantly being staged, and Internet marketing seems to be extremely prosperous. However, most companies have not really thought about whether their business is suitable for online marketing? Where is your core competitiveness? How should you carry out online marketing? The fundamental reason is that there is no systematic analysis of the current mainstream models of online marketing. Lingdong puts forward some views and opinions here.

1. Online sales

Mainly suitable for clothing, cosmetics, jewelry, food, daily chemicals, toys, home furnishings, mother and baby, cultural and sports books, home appliances, digital, health care, etc. Fast moving goods or other categories.

Generally speaking, these categories are usually a single brand or several brands. Such brands or manufacturers can directly achieve sales transactions through the Internet, and can also conduct online distribution online.

It should be noted that we should be careful about the impact of online channels or online sales on original offline channels or terminals. We should separate online products from offline products, or simply use a new brand. This requires a comprehensive weighing of the pros and cons. , plan and then act.

At the same time, Lingdong believes that small and medium-sized traditional enterprises should not be overzealous and blindly build their own B2C network platforms. Because the overall operating expenses of independent B2C are huge, and because the manufacturer has a single brand and few product categories, the website platform has a small audience, making promotion difficult, and the website has low viscosity, making it difficult to repeat purchases. Unless you are originally a circulation company with good strength, you can build an industry B2C portal, or the company has strong strength and high brand awareness, such as Belle Group, Oiya, etc.

Otherwise, we recommend relying on platforms with large traffic. Although the competition is also fierce, after all, most of the traffic of online shopping is aggregated, and various platforms provide a large number of tools, which simplify operations, reduce investment, and improve efficiency. As long as companies carefully create differentiated features, there is still Great chance.

The core of online marketing for online sales companies is sales conversion rate, which needs to be improved from the overall supply chain, including product quality, product planning, brand planning, website (online store) platform vividness, product operation, and promotion Only through comprehensive planning of activities, online communication and promotion, warehousing, logistics and distribution, and financial evaluation can we achieve good results.

Recruitment and wholesale trade

This is a traditional enterprise that originally engaged in the distribution of consumer goods. It uses the Internet to find agents, wholesalers, dealers and sellers, or project chains. Franchise enterprises, or those engaged in foreign trade, etc. use online marketing to find and contact target customers.

Generally speaking, those who originally relied on chain franchises and agency wholesale channels can develop faster with the help of the Internet.

The core of this model is the website. The sales power and customer experience of the website determine the final conversion rate. Of course, website promotion and sales during offline interviews are also key links. The network communication strategy of this model: first, based on search engines, second, looking for target customer circles to actively spread and promote, and third, using industry platforms or B2B platforms.

It should be noted that there is actually a big difference between product wholesale or recruiting agents and project chain franchising, and the various strategies are also different.

Online communication + offline transactions

Generally speaking, traditional enterprises that provide intermediary services, direct services, and the sales and purchase of bulk industrial products fall into this type.

This model is somewhat similar in form and strategy to the investment franchising or trade wholesale model. Basically, it is difficult to complete a transaction directly online, and it requires multiple communications or offline communication to complete the transaction. But there is one biggest difference between the two models: the target of investment and franchise is not the end user, and there will usually be multiple sales in the future. The purpose of the target is to make money; while the target of this model is the end user, whether it is a company or an individual. , and although there is follow-up service, it is usually a one-time sale.

The Internet can only provide the contact information of intended customers and leave a good image to them. Closing the transaction requires multiple offline contacts and communications by investment immigration consultants and follow-up services from multiple departments.

Similar to the investment and franchise model, the core of online marketing in the online communication + offline transaction model is website conversion, and the communication strategy is based on search engines and industry circles.

Brand communication and promotion

This model generally targets the public. The website may not be important to this model, and some may not even need a website. Its main purpose is to spread brand value through the website and assist offline sales. Generally, mass consumer goods companies are suitable for this model. For example: automobile manufacturers, the well-known Wang Lao Jidian case, etc. Due to some considerations of the enterprise itself or the difficulty of completing transactions online, they treat the Internet as a media rather than an e-commerce platform.

They mainly expand brand influence through tools and methods such as portal platform advertising, interactive activities, topic hype, or blogs, SNS, and Weibo. The Internet is a new media platform that is different from traditional media. Interaction and topics are the core of Internet communication. In-depth study of netizen psychology and Internet culture is the core of this model.

The above four models are the main ways for traditional enterprises to use Internet marketing to help them develop. There are also more non-mainstream models and hybrid models. For example, the Internet is used to provide customer after-sales services, and telecommunications companies provide both general services and direct sales, as well as brand promotion and network service products. But generally speaking, especially for small and medium-sized enterprises, there are mainly these four models.

Traditional enterprises need to combine their own characteristics, fully consider various factors, make online marketing plans in advance, comprehensively weigh and coordinate from aspects such as project planning, strategic planning, creative divergence, etc., and make it clear whether they want to use the Internet What purpose can be achieved, and then build an Internet marketing system that suits you. Only in this way can we truly ride on the Internet and achieve success with the help of the Internet, otherwise everything will be just a cloud.