Some Misunderstandings of Enterprises' Understanding of Network Marketing

(China Electronic Commerce Research Center) Internet marketing, said popular point is to promote their own businesses through the Internet, to promote their own products or services (you can view what this site is the concept of network marketing). Today, the so-called "e era", the Internet is completely changing our lives. Enterprises in the competition for survival, and development, ignore the network as an important marketing channel, the loss of more than just the objective customer groups, but also may have a new opportunity to take the first step in economic integration. However, as a business entity, how to effectively spread itself through a virtual network? In the end, how can the network provide more economical marketing means than traditional media? These have become an issue that many companies are increasingly concerned about. Internet marketing is an integral part of an enterprise's overall marketing strategy. It is a marketing tool that is built on the Internet and uses Internet features to achieve certain marketing goals. Many companies have the following misunderstandings about online marketing:

First, the misunderstanding of online marketing concept

The development of network economy has promoted the development of online marketing concepts. In particular, due to the tremendous role of the Internet in changing everything and the successful practice of modern marketing concepts, new marketing ideas have emerged one after another. Therefore, the concept of online marketing has become the focus of consultation on some consulting websites and the opportunity to make a fortune. This phenomenon is even more serious in the online marketing consulting training. The various statements about online marketing can be summed up in the following ways: Internet marketing is “virtual marketing”, online marketing is website promotion, network marketing is integrated marketing, network marketing is one-to-one marketing, and online marketing is direct marketing.

In fact, from a certain point of view or at a certain period of time, similar arguments cannot be completely unreasonable. However, all of these arguments have failed to grasp the core and essence of online marketing, and have not gone beyond the traditional marketing concept of thinking. A profound understanding of the important role of online marketing in enhancing the competitiveness of enterprises and liberating productivity. Many companies have great arbitrariness in online marketing, often according to the network company's proposal, saying that it is done, and the content of the network marketing program almost no enterprise marketing department, Internet marketing has become the performance of the Internet company Show. In fact, Internet marketing should be incorporated into the company's overall marketing strategy plan. The network marketing activities can not exist independently from the general marketing environment. The network marketing theory is the application and development of traditional marketing theories in the Internet environment.

Second, misunderstanding of corporate website construction

With the development of online marketing, most companies have realized the importance of building a website, and the network construction of domestic companies is in a period of vigorous development. This is an indisputable fact. Zhu Pengju, deputy secretary-general of the China Software Industry Association, said: "At present, about 100% of large enterprises have already started to use the Internet, of which more than 80% of large enterprises have established intranets, and 75% of large enterprises have established extranets. The network has become an important part of modern enterprises." With the growing emphasis on building credibility and improving corporate image, the Internet will undoubtedly become an important tool for companies that can ultimately find cost-effective and high-impact, and this development trend is clearly related to the current establishment of enterprises. The plight of the Department is in stark contrast.

First of all, the crux of the problem lies in the fuzzy understanding of the significance of the construction of a website. Although the construction of large-scale enterprise websites began in 1999, the purpose of website construction is not clear, who does not know the target users, does not reflect the company’s image, the website is not functional, users cannot find the information they need, and the user’s advice Frequently, problems such as lack of response are prevalent. Consciousness was irrational. There was a problem with the starting point of the establishment of the station. With the flow of the air and the competition, the network marketing was not considered as part of the business operations. The awareness was not good enough and of course it was not done well.

Secondly, many companies have spent money to invite professional companies to make websites. The vendors that provide station building services have a lot of misunderstandings about the entire company's establishment of a station service market, and the planning is irrational. Websites designed by common website production companies are generally composed of the following pages: homepage, company profile, product display, feedback, job opportunities, and contact methods. The corporate website has no characteristics and does not meet the characteristics of online marketing. Maximizing the interactivity of the website serves the development of the company, which is often not available to ordinary internet companies. The design is unreasonable. Nowadays, most companies are not only a model of a website, but even a home page is a model. That is animation. It seems that this is a popular, a standard. If only considering corporate image promotion, it is still very good. But often the best animators are not invited to, they can only imitate and improvise. The result is just the opposite. Second, from a practical point of view, this is not very reasonable. Similarly, many web designers generally only consider the aesthetics of the page or the foresight of the technology, and almost ignore the marketing necessary knowledge such as text search. This is a common misunderstanding!

In addition, site-building service providers fail to guide customers well, provide customized and personalized services, and provide different levels of services based on different requirements. This also results in users not getting the products they really need. Some companies have rushed to build their stations and they lacked post-maintenance, resulting in “homepage shows” or just static webpages and customers failing to interact. Corporate promotion is unreasonable. After the website website is completed, there is no marketing or promotion. It is thought that landing several search engines and doing some links will be successful. Of course, there will be no traffic, no output, and such a vicious circle. It becomes a display. Currently targeting corporate websites, most of them do little to promote, and now many companies are looking for a more attractive selling point, so they have added web promotion to the terms of service. The so-called promotion of them is only the search engine login of several large websites. It costs a lot and has little effect. In fact, website promotion is a comprehensive service and continuous work. Most corporate websites have almost no dedicated personnel management, and one or two years of non-renewal may not be a minority. The information is lagging behind and the contents are inconsistent. This can only bring more negative effects to the company and it is better not to do it.

Third, the network marketing method errors

When the Internet’s influence on buyers’ purchasing decisions has outstripped newspapers, exhibitions, and periodicals, becoming the main information channel for 17.96 million business decision-makers who have access to the Internet to find business information, everyone can infer that the Internet has become The second leg is equally important as the exhibition. However, unfortunately many companies do not realize the importance of the Internet as a marketing tool. Even some companies with good network awareness do not know network marketing well enough. Just let it play the role of a little finger. The company not only has some misunderstandings in terms of website construction, but also misunderstood the daily management of network marketing.

In website promotion, many companies pay attention to industry portal websites or comprehensive B2B trading platforms while ignoring search engines. According to the results of the 13th CNNIC survey, search engine is the main way for 83.4% of users to learn about the new website. This is a significant increase compared to previous years. From the perspective of the search engine industry, internationally, IT companies such as Yahoo, Cisco, IBM, Hewlett-Packard, Microsoft, and Amazon have used the search engines in their search engines to improve their marketing models. They have been successful, and the search technology that was used for years has quickly moved to the front desk. , Become the core of the competitiveness of IT companies; in view of Google's rampant rise after the aggressive situation, Yahoo, MSN and other foreign portals have been involved in the field of search, compete for the lost search territory. The same is true for domestic portals. First, Sina abandoned Google’s Baidu search technology and chose Google. At the same time, it launched a mobile search business and a search engine brand “Dr. Cha”. Later, Yahoo launched the YST search technology in China by acquiring a real-name provider 3721. This 3721 began to lift the search cooperation with Baidu and HC, and quickly turned friends into enemies; Sohu and Netease also with HC have terminated their contracts and turned to develop their own technology, while TOM, 21CN, and Xinhua Wait.

From the perspective of users, one corroborating fact is that even if it is the number of domestic Alibaba’s largest comprehensive B2B trading platform, the number of buyers is only 420,000. In Mainland China, there are already 17.96 million business decisions related to it. Personnel (enterprise management personnel, professional and technical personnel) often use the Internet to collect information related to business decisions. Therefore, sensible choice should put the core position of website promotion on search engines. When buyers use search engines to collect business information, they must make their own websites ahead of their competitors and they can be seen by buyers at first sight. . In search engine marketing, companies usually focus on Sina and Sohu while ignoring Baidu and Google. According to the latest information, the vast majority of companies prefer to register their websites on Sina and Sohu search engines, and their market share in the search engine market is only 5%, that is, 100 buyers who use search engines to find seller information. Only 5 people use Sina or Sohu.

If companies want to quickly develop the domestic market and put the top position of online marketing channels on Baidu and domestic portal search engines, if companies want to quickly explore the international market, they put the top position of online marketing channels on google search engines and Yahoo! portals because Foreign interrogators mainly search domestic data through google search engines and Yahoo, and the multilingual technologies of domestic search engines still need to be improved. The vast majority of companies simply log in to search engines, thinking that this is enough to allow buyers to find their own websites, and the fact is: usually the search results for each type of product will be thousands or even hundreds of thousands of sites, and a simple login Search engines, your website is likely to be ranked dozens or even hundreds of pages of search results, the probability of being discovered by the buyer is minimal, so the top 10 search engine ranking is very important.

In the network marketing work, the lack of effective conventional management did not play a role in effective publicity and sales assistance. More companies are online, but more corporate websites have become furnishings. "The e era is coming. People are e. We don't e. That would be too much." This is the idea of ​​many Chinese entrepreneurs in the fierce network marketing. However, why do companies go online and what do companies do after they go online? These two key issues have just exposed the lack of understanding of network marketing. The uniqueness, real-time, interaction, and transcendence of time and space that are unique to the Internet have made the escalation of communication modes between enterprises and enterprises inevitable. Unfortunately, most companies are not aware of this and open up some corporate websites at will. The true positioning of all corporate websites is the publicity of corporate image, and most corporate websites will remain unchanged or only update some dynamic companies after they are completed. news. According to Xinhua News, a merchant from Heilongjiang Province searched the Internet for the homepage of an electrical machinery factory in Wenzhou and sent an ordering e-mail to the factory according to the instructions on the website. This is not a small amount of "e-commerce", but two weeks later, e-mail sinking, the machinery factory did not respond. The maintenance of website content and the inaccurate information processing have made enterprises access to the Internet basically become furnishings. The functions of corporate propaganda have not been completed, and their contribution to corporate sales tasks is even less.

When a company attracts a large number of potential consumers through promotion methods, the website becomes a window for consumers to understand the company. Consumers want to find relevant information about companies, products, or industries to increase their understanding of the product, eliminate doubts about the company or product, or too many sites can't provide it. They only provide a few FLASH animations and pictures. More importantly, there is no dynamic information or the latest two years ago, companies need to consult the relevant issues can not be linked through online learning QQ, there is no similar page or guestbook visitor only questioner and did not answer Content, consumers are struggling to find an e-mail address and send e-mails from an inconspicuous place. There may be no reply in a week. Can we also count on consumers to buy our products or services! So can internet marketing produce benefits too!

A large amount of money is invested in website construction and network promotion, and the network marketing work is left out. This is the biggest misunderstanding in the network marketing of many enterprises in China. In fact, even if your website is doing well and website promotion is very successful, this is only the basis and prerequisite for the success of online marketing, and it is a necessary and insufficient condition.

The convenience and interactivity of the network provide enterprises with more opportunities. At the same time, it also enhances the personal awareness of consumption and provides more choices. Internet marketing is an important part of an enterprise’s overall marketing strategy. It is by no means part of a company’s department or individuals. No matter how companies use search engines or other forms of online advertising, their actions alone cannot bring a direct economy to the company. benefit. Only with reasonable planning and intentions, the company can strengthen its day-to-day service work to win business opportunities in the fast-changing online marketing kingdom and achieve success.