Abstract The development speed of the Internet is amazing and the wind is getting stronger. It can be said that its vertical direction is straightforward in all areas of daily life, while the horizontal direction is quietly spread like a vine. As some industries and brands have achieved good results through the use of Internet marketing models, some of them are...
The development speed of the Internet is amazing, and the limelight is getting stronger. It can be said that its vertical direction is straightforward in all areas of daily life, while the horizontal direction is quietly spread like a vine. As some industries and brands have achieved good results through the use of Internet marketing models, some SME owners who are on the verge of survival are coveted and tried to test the water. After a period of operation, they have fallen into a quagmire. No improvement. This has to lead us to think, the reason is because the thinking of SMEs is still in the stage of e-commerce, thinking that opening an e-commerce website can sell goods, thinking that this is Internet marketing. In fact, Internet marketing is the inevitable result of the development of science and technology and the progress of human civilization. The development of Internet marketing requires a groundbreaking thinking, and it is necessary to combine the status quo of the enterprise itself and not blindly follow the trend. Therefore, most SMEs today should start from the basics. 1. Integrate Internet communication ideas and focus resources on comprehensive attack
Internet marketing is not a simple e-commerce, which is what many SMEs do not understand. Internet marketing by SMEs is basically: first establish an e-commerce website, then start to drain, form a fast transaction, and finally enable the company to achieve revenue. Although as a company, the use of these tactics that can quickly launch e-commerce for the company is understandable, but why it continues to be poor? This is what companies should reflect. SMEs are mostly in a state of paralysis for Internet marketing. They mistakenly believe that e-commerce is Internet marketing, especially when they see some companies using the Internet to make their lives come true. In fact, the success of these companies is not just selling products. They have made detailed preparations in the early dissemination and later marketing strategies. It can be said that Internet marketing is an integrated marketing communication under the situation.
The Internet marketing communication of small and medium-sized enterprises should start from a small place. First, there must be an authoritative official website. As the portal of the enterprise, the official website should show the company's honor and the company's culture to everyone, and establish a good corporate image among consumers. However, in practice, we can easily find that many companies only display the company's hard products and basic content, so that consumers can not understand the company well, and thus can not create a sense of security. At the same time, blogs and forums, which can be self-promoted, are rarely used by enterprises, which makes them less able to communicate with consumers. While Baidu's series of tools are currently the most used network marketing tools, most companies only use Baidu's encyclopedia functions. However, most of these companies use their own perspectives when creating encyclopedias. To create, but not from the target people's search habits, this again leads to the encyclopedia entry can not provide value-added services for the company's brand. Next, let's take a look at the most popular social software tools. Many companies are using these tools to find potential consumers for themselves. There are still many companies that have not started to use these communication tools that can stick to consumers. I have not found anything that can be enjoyed by consumers. In the case of WeChat, some companies constantly provide consumers with products and promotional information. In the era of highly developed and diverse information media, consumers can accept a lot of information, if the content of the company continues The emergence of the market in front of consumers, and finally such channels of communication will certainly be blocked by consumers, and finally let the company lose communication channels with the mainstream consumer groups, so that the brand lost the opportunity to grow.
2. Optimize product structure and gain insight into user thinking
The ultimate goal of Internet marketing is to exchange the products of the enterprise with the users to generate value. The e-commerce of SMEs began with the Internet as a sales channel that the company re-opened, rather than a new model pioneered by new thinking. With the rapid development of the Internet and the changing consciousness of new consumer groups, the simple and highly imitative marketing method is unable to allow the target group to receive the brand and product information of the enterprise. In the Internet era, all information accepted by consumers is highly fragmented. Who can get the target audience to receive the brand appeal and product information that the company wants to output in a short period of time, who can have their own market position in the age of informationization. The current Internet marketing successes are all brilliant in terms of product creation. The SMEs who came from behind have begun to imitate and follow without their own Internet marketing thinking. The results are also destined to escape. It cannot be denied that high imitation can make the brand reduce the risk of investment and find a marketing shortcut to enter the Internet. However, if you do not seriously think and adjust, it is obviously unrealistic to achieve rapid development. The level of demand for products in each industry and consumer is different. The brands that can succeed on the Internet are now concentrated on the products of communication and personal handheld terminals. For these technology electronics industries, SMEs should face up to them. The particularity of the industry and consumer spending habits, and then do their own product promotion programs.
In the creation of Internet marketing products, SMEs should first find the characteristics and advantages of their products, deepen their refinements, and then use simple language that consumers care about to make consumers pay attention to products. Products that are spread on the Internet should not be more suitable. This is the iron law for successful product promotion. In some industries, too few products can not stimulate consumers' desire to purchase. At this time, it should adopt a boutique strategy from different functions. And the characteristics to create a variety of superior products, so that different consumer groups have their own products, companies can only develop their own target consumer groups to enable Internet marketing to continue to develop.
3, subdivide the operating model, play the channel effect
E-commerce for SMEs is a must, but e-commerce is not the same as the Internet. Enterprises must know that Internet marketing is the future trend. Who can clarify the ideas of Internet marketing, who can walk in the times? In the forefront, in the fierce competitive business battles, they stand out from the crowd. When SMEs conduct Internet marketing, the first consideration is to open an image store of their own brand in Taobao or other e-commerce websites, and sell their own products. Of course, this is the basic condition of network marketing, but it is not all categories. Products must open online flagship stores, and not all e-commerce can generate profits. When SMEs launch Internet marketing, opening e-commerce websites is the basis of marketing. What kind of e-commerce websites can be opened, that is, enterprises need to plan early. According to different time, different industry, market size and daily attention of consumers, the final decision of e-commerce direction of enterprises, how to open e-commerce website should be considered from three aspects: First, the product is not Consumers with large daily demand, the sales of daily necessities are large, consumers often pay attention, they need to have a large-scale platform flagship store as the main channel to sell; Second, consumers do not often buy products, such as home appliances, this Most of the products are low-profile, high-demand products, usually Consumers are not very concerned about the information of such products. The traffic as an e-commerce website will not be very large. If e-commerce is to be lightly productized, it is mainly to explain the detailed functions, parameters and use cases of the products. Give consumers the basis for purchase. Third, industrial products, such as boiler heating systems, consumer groups of industrial products are not direct users, and the customers they face are not professionals or industry veterans. Internet marketing should focus more on brand communication and product quality. The qualifications obtained by the customer, the customer's use case, let the target customer understand the brand and products from many aspects, so that the customer has the priority to choose the brand when choosing the product.
Finally, Internet marketing, as a trend of modern marketing, its development also brings new hopes for the rise of low-cost markets for SMEs. I believe that as long as enterprises are not blind, not impatient, diligent, and thinking in the face of new models, It will win a place in the vast consumer market.
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