New ways of Internet marketing and promotion in 2019!

With the advent of the Internet era, the Internet has gained the trust of more and more users.

Become a bridge to build trust between users and merchants in this market.

The Internet is like "super glue", connecting enterprises, groups, organizations and individuals across time and space, and new forms of marketing are beginning to emerge.

The emergence of new things is often accompanied by the emergence and improvement of new rules.

So what are the new rules of marketing in the Internet age?

1. Understand Internet Marketing

1. What is Internet Marketing?

Internet marketing is a new marketing model that has emerged in the Internet era, also known as network marketing.

It is a new type of marketing method based on the international Internet, which uses digital information and the interactivity of network media to achieve marketing goals.

2. The main models of Internet marketing

1) Online store model

2) Business-to-business network marketing model

3) Neutral trading platform model (electronic mall)

4) Online procurement, online auctions, online bidding, etc.

3. Main features of Internet marketing

1) Multidimensionality of time domain

The Internet can exchange information beyond the constraints of time and space, making it possible for marketing to conduct transactions without the constraints of time and space. There is an opportunity to actively join the Internet marketing army, thereby gaining more time and larger space market resources.

2) Interactivity between marketers and consumers

The Internet realizes supply-demand interaction and two-way communication by displaying product images and providing relevant queries in product information databases. The Internet provides the best tools for joint product design, product information release, and various technical services.

3) Rich media formats

The Internet is designed to transmit information in multiple media, such as text, sound, images, etc., so that information exchange for transaction can exist and be exchanged in multiple forms, which can give full play to the creativity and initiative of marketers.

4) Integration

Marketing on the Internet can be completed in one go from product information to payment and after-sales service, so it is a full-process marketing channel. Instead, it is recommended that companies can use the Internet to unify the design, planning and coordinated implementation of different communication and marketing activities, convey information to consumers with unified communication information, and avoid the negative impact of inconsistencies in different communications.

5) Efficient and economical

Computers can store large amounts of information and conduct searches on behalf of consumers. The amount and accuracy of information that can be transmitted far exceeds that of other media. Computers can also update products or adjust prices in a timely manner in response to market demand, and can understand and meet customer needs in a timely and effective manner. Exchanging information through the Internet instead of physical exchange can not only reduce traditional marketing costs, but also reduce the losses caused by multiple roundabout exchanges.

2. New methods of Internet marketing

1. Viral Marketing

Viral marketing actually has a long history. It comes from online marketing and uses the principle of word-of-mouth among users. It is a low-cost marketing method that is carried out spontaneously among users.

Viral marketing guides and stimulates users to actively promote through a reasonable and effective points system. It is a marketing model based on user interest.

2. Soft article marketing

Soft content marketing refers to the use of specific conceptual appeals and facts to lead consumers into the "thinking circle" set by the company, and to quickly achieve product sales through text and word-of-mouth communication with powerful targeted psychological attacks.

Soft content marketing is the most vital form of advertising and also a very skillful form of advertising.

3. Hunger Marketing

Hunger marketing, applied to the commercial promotion of goods or services, refers to a marketing strategy in which the provider of goods intentionally reduces production in order to regulate the relationship between supply and demand, create the "illusion" of supply exceeding demand, maintain the product image and maintain a higher price and profit margin for the goods.

The ultimate purpose of hunger marketing is not only to raise prices, but also to create high added value for the brand, thereby establishing a high-value image for the brand.

4. Leverage marketing

Leveraging marketing is a mindset that new media operators need to develop.

There are mainly two types of marketing: pain point marketing and hot spot marketing.

Leverage marketing is a marketing method that takes advantage of the situation. High-quality leverage marketing should be both natural and appropriate, and unexpected, so as to achieve subtle effects and achieve twice the result with half the effort.

1) Pain point marketing

Pain point marketing has a full understanding of one’s own and competitors’ products and services, creates pain points for target consumers, and uses this psychological gap or dissatisfaction for marketing.

2) Hotspot Marketing

Hotspot marketing is a common technique in word-of-mouth marketing. It is a marketing method that builds a good marketing environment through a high-quality external environment to achieve the desired promotion purpose. "Catch the trend" or create hot spots and leverage marketing opportunities.

5. Knowledge Marketing

Knowledge marketing is the process and various marketing behaviors of transferring valuable knowledge owned by the enterprise to potential users through effective knowledge dissemination methods and channels, and gradually forming an awareness of the enterprise's brand and products, ultimately converting potential users into users.

In the marketing process, add product-related knowledge to improve the knowledge content, help customers fully understand the products, and promote their desire to buy, thereby achieving the purpose of selling products, establishing brands, and expanding markets.

6. Social Marketing

The online community marketing method mainly realizes user value through connection, communication and other means. The marketing method is humane and is not only popular among users, but also may become continued disseminators.

With its unique functional characteristics, community marketing builds fan groups in the form of official accounts, Weibo, Toutiao accounts, etc. Due to its high degree of autonomy, community marketing is becoming a new dark horse in the marketing model and is widely used.

7. Emotional Marketing

Emotional marketing starts from the emotional needs of consumers, arouses their emotional needs, induces resonance in their hearts, incorporates emotions into marketing, and wins the ruthless competition with emotional marketing.

Emotional marketing requires an emotional proposition that runs through the theme and is closely connected to the product or brand itself.

Carry out emotional marketing in the Internet era with high-quality emotional marketing content and appropriate communication media and methods.

3. New rules of Internet marketing

1. Precision Marketing

Precision marketing is driven by big data marketing and requires the active construction of online marketing positions.

From customer acquisition to landing registration to trial purchase, and finally to product use and experience service, every link in the process can be analyzed through data insights to find more accurate delivery strategies, better product experience, key reasons affecting user retention and user churn, and ways to influence user word-of-mouth communication, thus achieving intelligent marketing around the entire life cycle of users.

2. Micro-marketing trend

Micro-marketing is based on the transformation of marketing strategy. Through corporate marketing planning, brand planning, operation planning, sales methods and strategies, it pays attention to the implementation of every detail and achieves new marketing breakthroughs through traditional methods and Internet thinking.

Micro-marketing is not only more diversified and humane, but also has the advantages of a large number of potential customers, a higher information reach, and convenient message push.

3. Brand Awareness

The impression a brand leaves in consumers’ memory.

It is manifested as consumers' ability to recognize brands in different situations.

No matter how the company develops, it must rely on daily online marketing to spread the brand.

Whether it is through online promotion or product services, if users can remember the brand, it is a success.

Only by strengthening consumers' brand awareness can we build core competitiveness.

4. Ability to leverage momentum

Learn to leverage marketing opportunities, learn to hide sales purposes in marketing activities, and integrate product promotion into an environment that consumers like, so that consumers can understand the product and accept the product's marketing methods in this environment.

In order for leveraged marketing to benefit a company, it requires a strategic vision, thinking about the future, starting from now, and constantly adjusting marketing activities around certain themes.

5. Keyword layout

The layout of website keywords is an important part of the website structure.

The layout of keywords is based on user needs and industry competitiveness, and some keywords with relatively large traffic are selected through reasonable planning. The selection of long-tail keywords requires time and investigation.

The selection of keywords should not only be considered from the perspective of sellers, but also from the perspective of readers.

6. User Thinking

User thinking is the thinking of "thinking about problems from the user's perspective".

It can also be said to be standing in the other person's shoes and thinking from their perspective.

It is necessary to establish a "user-centric" mindset in every link of the entire value chain. Only by deeply understanding users can we survive.

4. Misconceptions about Internet Marketing

1. No suitable Internet marketing model

2. All-round promotion without focus

3. Internet marketing process lacks summary and analysis

4. Internet marketing does not form a systematic system

Author: Lao Xia

Source: Lao Xia Analyst