What knowledge should we have to carry out online marketing?

Mainly suitable for clothing, cosmetics, jewelry, food, toys, home, mother and baby, digital home appliances or other fast-selling products. Of course, it is not absolute, and it is also possible to sell bulk commodities such as cars online.

Generally speaking, these categories are generally a single brand or several brands. Such brands or manufacturers can directly realize sales transactions through the Internet, or conduct online distribution, and recruit small sellers or shops to sell online.

Pay attention to the impact of online channels or online sales on the original offline channels or terminals. Cai Gentan's personal experience is to develop online products, separate online products from offline products, or simply use brand-new brands, which requires comprehensive weighing of advantages and disadvantages.

Cai Gentan reminded small and medium-sized traditional enterprises not to be hot-headed and blindly build their own B2C network platform. Because the overall operating cost of independent B2C is huge, and because the manufacturer's brand is single, there are few products, the audience of the website platform is small, it is difficult to promote, and the website viscosity is small, it is difficult to buy repeatedly. Unless you are a circulation enterprise with good strength, you can build an industry B2C portal, or the enterprise has strong strength and high brand awareness.

Otherwise, it is recommended to rely on a large C2C platform. Although the competition is also great, after all, most of the online shopping traffic is aggregated, and various platforms provide a large number of tools, simplifying operations, reducing investment and improving efficiency. Enterprises still have great opportunities as long as they make differentiated features with their heart.

The core of online marketing of online sales enterprises is the sales conversion rate, which needs to be improved from the whole supply chain, and comprehensive planning should be carried out from the aspects of product quality, product planning, brand planning, vividness of website (online shop) platform, commodity operation, promotion activities, online communication and promotion, warehousing, logistics and distribution, financial evaluation, etc., in order to achieve good results.

2. Merchants joining and trade wholesale

This is a traditional enterprise, which used to distribute consumer goods. It uses the internet to find agents, wholesalers, distributors and sellers, or to join chain enterprises, or foreign trade enterprises to find contact with target customers through online marketing.

Generally speaking, those who used to rely on franchise chains to be wholesale distributors can get faster development with the help of the Internet.

The core of this model is the website, and the sales force 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 engine; Second, find the target customer circle and actively spread and promote it; Third, relying on industry platforms or B2B platforms.

It should be noted that there is still a big difference between product wholesale or recruitment agents and project franchise chains, and various strategies are different.

3. Online communication+offline transactions

Generally speaking, traditional enterprises that provide intermediary services, direct services and sales and procurement of bulk industrial products belong to this type.

This model is similar to the investment promotion or trade wholesale model in form and strategy. Basically, it is difficult to make a direct transaction online, and it takes many times of communication or offline communication to make a transaction. However, there is one biggest difference between the two modes: the object of investment promotion is not the end user, and there will usually be a lot of sales in the future, with the goal of making money; The target object of this model, whether enterprises or individuals, is the end user. Although there are follow-up services, they are generally sales (some types include repeated purchases or recommended purchases).

Similar to the investment promotion mode, the core of online marketing of online communication+offline trading mode is website transformation, and the communication strategy is based on search engines and industry circles.

4. Brand communication and promotion

This model is generally faced with mass groups, and the website may not be very important for 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. General consumer goods enterprises are suitable for this model. For example: car manufacturers, the well-known Wang Laoji store case and so on. Due to their own considerations or the difficulty of online transactions, enterprises regard the network as a medium rather than an e-commerce platform.

They mainly expand their brand influence through portal advertisements, interactive activities, topic hype or blogs, SNS, Weibo and other tools and methods.

Network is a brand-new media platform different from traditional media. Interaction and topic are the core of network communication, and in-depth study of netizens' psychology and network culture is the core of this model.

The above four modes are the main ways for traditional enterprises to help enterprises develop with the help of online marketing, and there are also more non-mainstream modes and mixed modes. For example, the use of the network to do customer after-sales service, and for example, telecommunications companies have both ordinary services and direct sales, as well as brand promotion and network service products. But in general, especially for small and medium-sized enterprises, these four models are the main ones.

Traditional enterprises need to combine their own characteristics, fully consider various factors, do a good job in online marketing planning in advance, comprehensively weigh and plan from project planning, strategic planning, creative divergence and other aspects, make clear what they want to achieve by using the network, and then build their own online marketing. Only in this way can we truly control the network and achieve success with the help of the network, otherwise everything will be a cloud.

————————— Reprinted vegetable root tan network marketing—