The Internet's development speed is astonishing, and its popularity is getting stronger. It can be said that it cuts vertically into all areas of daily life, while horizontally it spreads like a vine and penetrates quietly. As some industries and brands have achieved good results through the use of Internet marketing models, some small and medium-sized business owners who are on the edge of survival are salivating and trying the water. However, after a period of operation, they have fallen into a quagmire and the results are also poor. No promotion. This has to make us think. The reason is that the thinking of small and medium-sized enterprises is still in the e-commerce stage. They think that just opening an e-commerce website can sell goods and think that this is Internet marketing. In fact, Internet marketing is an inevitable result of the development of science and technology and the progress of human civilization. To carry out Internet marketing, while having pioneering thinking, it must also be combined with the current situation of the enterprise and not blindly follow the trend. Therefore, most small and medium-sized enterprises today should start from the basics.
.Integrate Internet communication ideas and concentrate resources to attack in an all-round way
Internet marketing is not a simple e-commerce. This is a truth that many small and medium-sized enterprises do not understand. The Internet marketing done by small and medium-sized enterprises is basically to first establish an e-commerce website and then start to attract traffic to form fast transactions, which ultimately allows the enterprise to realize revenue. Although it is understandable for enterprises to use these tactics that can quickly launch e-commerce for the company, why do they continue to be poor? This is what enterprises should reflect on. Most small and medium-sized enterprises are in a hazy state about Internet marketing strategies. They mistakenly believe that e-commerce is Internet marketing, especially when we see some companies using the Internet to do well. In fact, the success of these companies is not just about selling products. They are in the early stage. Careful preparations were made for the communication and subsequent marketing strategies. It can be said that Internet marketing is integrated marketing communication under the situation.
Internet marketing communication for small and medium-sized enterprises should start from a small start. First, they must have an authoritative official website. As the portal of the enterprise, the official website should show the company's honor and culture to everyone and establish a good company image among consumers. However, in actual operation, it is not difficult to find that many companies only display the company's hard products and basic content, so that consumers cannot understand the company well and cannot feel a sense of security. At the same time, self-propaganda communication tools such as blogs and forums are rarely used by companies, leaving companies with fewer channels to communicate with consumers. Although Baidu's series of tools are currently the most commonly used Internet marketing tools, most companies only use Baidu's encyclopedia function. Most companies use this function to create encyclopedias from their own perspective. Failure to start with the search habits of the target group once again results in encyclopedia entries not being able to add value to the company's brand. Next, let’s take a look at the most popular social software tools. Many companies are using such tools to find potential consumers for themselves. However, there are still many companies that have not started to use these communication tools that can stick to consumers. Even if they use them, they still cannot find them. Content that consumers can appreciate seriously. Taking WeChat as an example, some companies are always disseminating company products and promotional information to consumers. In an era of highly developed and diverse information media, there are many channels through which consumers can receive information. If corporate content can continue to appear in consumer In the end, such communication channels will definitely be blocked by consumers, causing enterprises to lose communication channels with mainstream consumers and causing brands to lose opportunities for growth.
.Optimize the product structure and gain insight into users’ thinking
The ultimate goal of Internet marketing is to exchange the company’s products with users to generate value. From the beginning, the e-commerce of small and medium-sized enterprises regarded the Internet as a sales channel reopened by the enterprise rather than a new model created with new thinking. With the rapid development of the Internet and the changes in the consciousness of new consumer groups, simple and highly imitated marketing methods cannot allow the target group to receive the company's brand and product information. In the Internet era, all the information received by consumers is highly fragmented. Whoever can make the target audience accept the brand appeal and product information that the company wants to output in a short period of time can have its own market position in the information age. The current Internet marketing successes all use streamlined thinking in product creation and have thrived. Small and medium-sized enterprises that came from behind have also begun to imitate and follow without their own Internet marketing thinking. As a result, they are doomed to fail. It cannot be denied that a high degree of imitation can allow brands to reduce investment risks and find marketing shortcuts to enter the Internet. However, it is obviously unrealistic to achieve rapid development without serious thinking and adjustment. The industry in which each enterprise operates and the degree of consumer demand for products are different. Nowadays, successful brands on the Internet are basically concentrated in communications and personal handheld terminal products. For these small and medium-sized enterprises in the technology and electronics industry, they must face up to their industry and consumption. Make your own product promotion plan based on the particularity of consumers' consumption habits.
When building products for Internet marketing, small and medium-sized enterprises should first find the characteristics and advantages of their own products, deeply refine the advantages, and then express them in simple language that consumers care about so that consumers can never forget them when they pay attention to the products. The products disseminated on the Internet should be refined rather than numerous. This is the iron rule for successful product promotion. However, some industries promote too few products and cannot stimulate consumers' desire to buy. In this case, a boutique strategy should be adopted to create multiple categories with different functions and characteristics. Advantageous products allow different consumer groups to have their own products. Only when enterprises cultivate their own target consumer groups can Internet marketing develop sustainably.
. Segmented operation model to exert channel effect
E-commerce for small and medium-sized enterprises is the only way to go, but it is an indisputable fact that e-commerce is not the same as the Internet. Enterprises must know that Internet marketing is the future trend. Who can understand it first? Whoever has a clear idea of Internet marketing can be at the forefront of the times and stand out among the pack in the fiercely competitive business war. The first consideration for small and medium-sized enterprises when conducting Internet marketing is to open an image store of their own brand on Taobao or other e-commerce websites to sell their own products. Of course, this is a basic condition for Internet marketing, but in fact not all categories of products must be opened. Online flagship stores are not all e-commerce can generate profits. When small and medium-sized enterprises carry out Internet marketing, opening an e-commerce website is the basis of marketing. What kind of e-commerce website can be opened? Enterprises need to plan early according to different times and different industries. As well as the market size and the daily attention of consumers, the final determination of the e-commerce direction of the enterprise. How to open the e-commerce website of the enterprise should be considered from three aspects. First, whether the product is a commodity with greater daily demand by consumers and the sales volume of daily necessities is large among consumers. Frequent attention requires a platform flagship store with large traffic as the main channel for sales. Second, products that consumers do not often buy, such as home appliances, are mostly low-attention and high-demand products. Usually consumers do not care much about the information of such products. As an e-commerce website, the traffic will not be very large. If e-commerce is light on products, it should mainly explain the detailed functional parameters and use cases of the product in detail to give consumers a basis for purchase. Third, the consumer groups of industrial products, such as boilers and heating systems, are not direct users. The customers they face are either professionals or industry veterans. Internet marketing should pay more attention to the quality of the brand, the quality of the product, and the qualifications obtained. Customer use cases allow target customers to understand the brand and products from many aspects, making customers aware of giving priority to this brand when choosing products.
Finally, as a modern marketing trend, the development of Internet marketing has also brought new hope to the rise of the low-cost market for small and medium-sized enterprises. I believe that as long as enterprises are not blind, impatient, observant and thoughtful in the face of the new model, they will be successful. will compete for a place in the vast consumer market.
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