12 kinds of advantages and disadvantages of Internet marketing tools Abstract: This paper analyzes the 12 kinds of commonly used network marketing, network marketing all have their own strengths and weaknesses of the SME&#39;s need according to their specific circumstances, such as the company&#39;s main business, how many are willing to invest in network marketing, to what is the result, it is time to Network Marketing for SMEs need to know things. This network marketing for SMEs can be well prepared. Tsinghua Science Park, the two companies look at the information service center for survey data: 1, only 30% of the establishments have their own websites or network services platform. 95% of the agency managers hope to use the Internet for the agency to cut expenditure. 95% and 30% of large gaps show? Shows Internet tools for institutions, or too little too little. 2, which 30% of the OCS of the institutions, 85% found that their network investment did not play any role, only 15% of the establishments had received over the network to bring their business opportunities. Look 2 in 2008, Tsinghua Science Park Enterprise Information Service survey data: their own Web site or Web services platform bodies, 85% found that their network investment did not play any role, only 15% of the establishments had received over the network to bring their business opportunities. The current network marketing industry is a phenomenon all to see: Long Tail of demand, marketing precision, management control and user experience personalized features of network marketing. That is our websites that market products there, everything changed in 2.0 relaxed easy, media fragmentation, the product \ brand homogenization of serious, rapidly changing information, consumer marketing activities of enterprises began to fatigue; Enterprise &quot;around&quot; the consumer more and more difficult, the original lead to more and more word of mouth marketing approach is not working. Therefore, long-term sustainable business organizations need to do interactive \ experience marketing campaign. Emphasis on electronic word of mouth marketing function, especially taobao \ baidumall \ paipai so universal, the site has or temporary agencies do not need a strong web marketing. then we in the interactive marketing era has those sharp weapons? Read about our common analysis of 12 kinds of commonly used tools and defects. First, search engines (mainly mainland baidu, etc.) Marketing Search engine marketing is an essential part of integrated marketing., The information explosion in recent years, 2.0 years, the way audiences receive information in addition to an increase of passive acceptance of things, take the initiative to check the trend. Search engine marketing strategies include search engine promotion free search engine advertising methods and charges, free method such as log category based on natural search results of search engine optimization ranking, web link light and other regulations, including paid search engine keyword advertising and advertising is the optimization and results management, order of precedence ranks the search results page, etc. There are two ways to achieve the relevant result in: SEO, bidding. Defect: The current search engine marketing in the tort of fraud and unfairness, particularly in the competitive service, including: scientific definition of search engine types of violations; timely evidence of click fraud is illegal; business casual change or delete individual or intermediary results of the studies, Typical events: Sanlu shield event, taobaobaidu mutual boo events. Second, the network marketing community Online community (BBS, SNS, BLOG) is one of the user used the service, because of the participation of many users and thus have not only the function only with the exchange, in fact, has become a marketing place. Network is a network marketing community with interactive features of the most marketing tools. Online community marketing, network marketing is an important performance is different from traditional marketing. Online Community Marketing There are two main forms: the use of other sites use their own communities and community websites. Defects: Online Community Marketing&#39;s success probability is very low, especially as product promotion tool. In addition, with the rapid development of Internet, there were many professional or comprehensive B2B website, its main function is to help match buyers and sellers trading. Therefore, the general function and role of online community, great changes have taken place in the network marketing tools and more professional and deepening of the marketing functions of the online community has been slowly fading, but towards increasing the attractiveness and the customer service website direction, so when we use online communities for marketing, it is necessary to address the shortcomings of this means, do not expect too much this report. Community content is also currently the main stay in the text \ image level, community-oriented development will be more integration of technology, text \ image \ audio \ video will allow entry to the community. Such a great community in the role of site still not be underestimated. Third, implantation of marketing online games IGA (ingameadvertisement, that placement in the game) is a subtle means of communication and dissemination, embedding the brand in the online gaming information, product information, can reach a large number of Internet users. The best way is experiential, interactive, information dissemination, such as product information will be implanted according to the game plot, so that consumers understand the products in the game during the performance and special interests. In addition, information can be fused with the game story, with a story in the minds of consumers impressed. Used several models: props implantation \ tailored customization, game advertising evolved into the ad game \ RV (RealityVirtuality) virtual real staggered \ e fusion Network \ reverse implantation \ Web2.0 interactive. Case: Coca-Cola in the online game &quot;World of Warcraft&quot; into the water appears as a mysterious magic, the game can resume immediately after drinking the role of physical strength, improve combat capability, but also give players a kind of implied &quot;drink Coca-Cola, to cool by themselves,&quot; brand philosophy. Defects: one day when the players on the IGA commonplace, with the freshness of the passing, IGA advertising effectiveness because of the &quot;marginal effect&quot; reduced, or even degenerate into a kind of interference. As a decade ago, CCTV advertising can make the brand popular in a river north and south of the days gone. Similarly, such a move for the IGA Fresh, will be difficult to have &quot;Chibian days.&quot; 4, online video marketing Video Marketing System is an integrated multimedia information system that can do more for the business perspective, the promotion of diversity. Video marketing system for the contents of corporate culture and brand performance in a span of more, but also more sophisticated. At present, the rapid investment to create the most effective video web video marketing model are: business video card \ Video Shopping guide \ Video Investment Manual \ video training course. Case study: Procter &amp; Gamble and the cooperation of P2P video plug-in advertising Defects: network bandwidth and related technology are not developed enough. 5, IM Marketing By IM (QQ, UC, MSN, ICQ, Yahoo Messenger, Want Want, etc.) mass, head, skin, and signature, group rings, online customer service for corporate image products such as information related to information dissemination and interaction behavior, no matter how IM fear blockade, which is prohibited or monitored, regardless of MSN, QQ and harassment on how the virus spread, but still could not withstand 2.0 times the wave of people use IM. In fact, most think no turn, everyone so happy to use. Why not let employees in the company uniform during the on-line use of IM software, marketing promotional URL, slogan or product profile and so on. Case: 2008 Torch Relay Coca-Cola and the QQ online. The effect on the rest is history. Defects: IM is acquainted with or interested in more similar circle of friends. There is a degree a good grasp. Apt to make people disgusted.. 6, E-zine Marketing Electronic magazine (Ezine or Zine) is a general term, refers to all kinds of powerful e-mail communication on a regular basis to provide information content to subscribers of online new media, the general free subscription. Have a clear periodicity, orientation, service strong. It is like a base, especially for contact customer (and potential clients), to expand the brand&#39;s impact. Low cost. For the multimedia interactive exhibition features than the current online advertising to enhance a level of visual effects. Defect: The current business is not more willing to try e-magazine marketing. Domestic related bodies still in the bud state. Virtually no advertising agency specializing in online magazine advertising companies appear, quite a mixed bag filled with a variety of online magazine online magazine market. 7, wireless marketing Handheld wireless marketing wireless terminal using a marketing approach to spread. It allows you to access and publish information anytime, anywhere. Emarkting research data, according to the foreign new media advertising is ranked the top two video .3 G wireless and mobile communications technology industry the development of mobile communication technology and the fourth R &amp; D strategy with the establishment of wireless marketing applications will be moving in wireless video and wireless video direction. In addition to WAP platform enterprise applications such as mobile commerce and wireless search tools to carry out wireless marketing activities, will focus on film and video through mobile phones to conduct wireless marketing campaigns. The traditional marketing model will be innovative mobile phone applications successfully, and innovation in marketing applications. Case: QQ Wireless and China Mobile&#39;s cooperation; wireless marketing services company, thanks to US-Morocco Di ads to images, screensavers, ringtones and games and other forms of implanted annually produced more than 3,000 domestic million color screen phone, usually to buy way, in a brand mobile phones running on each 3 to 4 ads, and 1 / 3 of the advertising revenue to the mobile phone manufacturers. Defects: the current understanding of all of the wireless market is not deep enough, the general view is that it Short Message. Industry term rain dragon hybrid is not standardized. 8, e-mail marketing E-mail marketing is the premise of the user&#39;s prior permission, through e-mail users to deliver valuable information to target a network marketing tool. There are two main ways: e-mail signature and permission to send mail. Carried out using an internal list of Email Marketing Email marketing is the main way to carry out E-mail marketing on the premise that potential users have E-mail address, these addresses could be enterprises from users, potential users of the information collected on their own, you can also use the first three potential users of resources. Email marketing affect the success of several considerations: the e-mail pictures to be blocked, attention to the message preview window, the theme focused on message content, message content linked directly to the target page, e-mail before sending Email to yourself first, and so on. Such as domestic 51mymail, Rio Peng database marketing, internet marketing forum in China belong to this kind of research institutions, can pay more attention. Defect: The current bulk spam e-mail marketing has become synonymous with. Market confusion, quite a mixed bag bad judgments. 9, database marketing Database marketing, that is by creating the best time to make us the best way to send information to the information needs of the optimal group to please our customers, increase marketing costs per unit of response rates and reduce access for each order cost, market and increase our profits to establish the predictability of the model, re-use this model to the store with customers, customer inquiries, customers want and the customers detailed questions about the latest information about the computer database system for real-time management, so that we can distinguish the high response rate of customers to achieve the establishment of a stable, long-term customer relationship goals. Database marketing companies in the developed countries in the West has become quite common. In the United States, 85% of the retailers and manufacturers think they need a powerful marketing database to support their competitiveness. Database marketing, commercial enterprises and customers to shorten the distance between the train and help identify customer loyalty, long-term relationship with customers, but also for the development of relationship marketing and &quot;one to one&quot; marketing to create the conditions. Case Study: Oracle database marketing with access to Chinese market Defect: In order to establish and manage databases, enterprises need to purchase a large number of computer equipment, hiring trained personnel; to keep records of consumers and potential consumers constantly updated, the workload, the difficulty is high and very time-consuming. Despite such problems the use of databases in general, the use of database marketing, the benefits are greater than expenses or related issues. 10, Picture Marketing Network marketing does have an image become one of the ways commonly used in network marketing, we often receive in the QQ friends sent me on the creative images in various forums to see the main thread of the post with pictures, these pictures in the number of participants also had a number of advertising messages, such as: image bottom right corner with a URL so. This is actually a way of marketing, image, now the picture of domestic marketing, spend a hundred thousand like, if you do very creative, you can also very good grasp of image marketing, not by business sector to focus on the present. Case sns.kdd.cc Guo Jijun of gjj.cc Defects: a large limitations, the current lack of real creative artists. 11, information marketing task For the B2B Alibaba; B2C Taobao, EBAY, Tencent pat, Baidu mall; know, sina Love asked, End of the World quiz on corporate culture, corporate information, product performance, product launch information to help the task marketing behavior. Currently domestic enterprise sector has not been enough attention. Case: KFC has recently collaborated with Baidu to know. Defects: a large labor force, high maintenance cost. But the results are obvious. 12, software (website) tied sales Software (website) Marketing and Link bundle type may, by a certain share of the market share has been a common tool such as marketing, publicity and other utility software, the general performance are: tied for sale, bundled Experience gift, software, interface information or connections. Case: Microsoft&#39;s IE bundling windos Defects: easy to wear were the first non-fair competition. In short, network marketing requirements: to the audience as the center, do a quick two criteria. So that your network marketing strategy has already won.
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