At the first roundtable forum for Chinese companies' online marketing, the representatives of SMEs and online marketing experts from 25 cities conducted in-depth exchanges and discussions on the status of online marketing, the value of online marketing, and the development trend of online marketing.
According to statistics, at present, 100% of large enterprises and two-thirds of SMEs have built their own websites; one-third of SMEs have used online marketing. The status of the Internet marketing market indicates that search engine promotion has become China's most important and popular online marketing service with a share of 84.49%. In economically developed regions, 50.14% of companies have purchased or intend to purchase Alibaba's online real-name Internet promotion services such as search bidding, while Alibaba's real name, Baidu search bidding, and Google have become one of the most mainstream online marketing tools in China.
Participating experts summarized the problems and experiences of SMEs 'online marketing and pointed out that there are currently five major misunderstandings in SMEs' online marketing:
First, the purpose is unclear. Some companies are blindly following the trend in the Internet boom, without set clear goals and clear strategies, which ultimately leads to a waste of manpower and material resources;
The second is the pursuit of form. Some companies pursue the form. The website looks dazzling, but there is little effective information and it cannot effectively attract customers;
Third, I do n’t know about promotion. Some companies believe in “the wine is not afraid of the alleys.” If the website is not promoted, there will be no return.
The fourth is blind selection. When some companies choose Internet marketing services, there is no scientific selection method, but only blindly according to the service provider's reputation or only the superficial price;
Fifth, they don't know how to evaluate, and some companies don't know how to perform the evaluation, have no tools to perform the evaluation, or do not have a special person to perform the evaluation.
Promotion is the core
In the three main links of network marketing, website construction
is the foundation, network promotion is the core, and customer service is the guarantee. In the process of effective network marketing, the three links of website construction
, website promotion and customer service are all indispensable. Otherwise, even if you use the best and most effective marketing tools, you will not be able to turn potential customers into real customers.
So, what kind of promotion model is more suitable for SMEs?
At present, common search engine promotion services mainly include search bidding and fixed fee ranking. Search bidding is a promotion method that pays for results. Google and Baidu are one of the largest service providers that provide such products. Fixed fee ranking is a promotion method that charges a fixed fee, which can be a monthly fee or an annual fee. .
It should be said that domestic enterprises' awareness of online marketing is moving from concept to pragmatic. With the increasing maturity of the domestic Internet, especially the popularity of online promotion services, more and more companies have obtained a large number of potential customers through online promotion products, and more and more companies have tasted the sweetness of online marketing services. At the same time, domestic and foreign Internet manufacturers are also optimistic about the piece of China. According to the latest statistics from iResearch, online marketing is an effective marketing method. Advertiser demand and market size have developed rapidly in China, with a compound annual growth rate. Above 50%. In 2003, the size of China's online marketing market was 1.82 billion yuan, with a growth rate of 74% in 2004 and the market size reaching 3.17 billion yuan. It is estimated that the scale of China's online marketing market will reach 7 billion yuan in 2006.
It can be said that as domestic and foreign search vendors have grabbed China, they have also brought business opportunities to many local service providers. We have reasons to believe that local network service providers can win more business opportunities while practicing their internal skills. The arrival of these search vendors is undoubtedly a double-edged sword for local network service providers, and creating a win-win situation and a virtuous circle of the industrial ecosystem, which may be what China's online marketing is looking forward to.
Take the first step
With the rapid development of the Internet, more and more companies have begun to focus on online marketing. However, due to the lack of professional talents and unclear understanding of online marketing, many companies have invested in online marketing but have not achieved the desired results. Later, there was only complaint that online promotion was not possible. Where were the mistakes of these companies? In fact, it is because they have not taken the first step of online marketing-marketing positioning.
The positioning of Internet marketing is most importantly the positioning in search engine promotion.
Search engine promotion is actually the promotion of target customers based on keyword search. It is currently the most effective and targeted online marketing method. For search engine promotion, the most important thing is to find the easiest way for target customers to use and Keywords so that customers can find you and make your promotion effective. There used to be a lighting company and online promotion. The keywords set were: the best lamp manufacturer, the best lamp manufacturer, the best lamp supplier. Imagine if you use such keywords for promotion , The effect can be imagined. In terms of keyword selection, the following aspects should be noted:
1. Avoid blindly pursuing hot keywords;
Second, avoid choosing keywords with too many attributives; the more attributives, the less chance of being used;
3. Do market research and find the easiest keywords for customers;
Generally speaking, the first step of online marketing is mainly the positioning of the distribution. Choose a promotion method that suits you. According to different characteristics, choose different promotion solutions, which will definitely make the company have more revenue.