A few days ago, when Cai Gentan was communicating with an interested client, the client said that he had participated in several online marketing training courses, but he still didn’t know how to plan and operate his own online marketing project and couldn’t get started. Cai Gentan believes that the operation of online marketing projects must first start with conceptual understanding. So what exactly is online marketing operations? This starts with the concept of operations!
What is operations?
When I was studying MBA courses before, I once summarized the concept of operations. What is operations? Operation = management = planning, organization, leadership and control; what did you learn in MBA? I learned two letters, A and B. A is the initial letter of management, and B is the initial letter of business. MBA is a degree that uses A (planning, organization, leadership, control) to operate and manage B (business).
In my opinion, operation is a verb that includes the four functions of planning, organizing, leading, and controlling. It must be preceded by an attributive to have a clear meaning. For example: enterprise operations, project operations, department operations, online marketing operations, etc.
Specific scope of online marketing operations
Internet marketing operation should actually be the abbreviation of Internet marketing project operation. Cai Gentan believes that online marketing operation is to handle all the work of corporate online marketing, which mainly includes three major sections.
The first is the strategic planning and operation of online marketing. Analyze the market, competition, audience and yourself, extract the strengths, weaknesses, threats and opportunities, clarify the model of online marketing, define the goals of online marketing, sort out the development ideas, entry points and steps of online marketing, and plan department functions, financial budgets, Risk control, map out the details of each work action.
The second is online marketing business operations. Website (online store) planning and construction, online communication and promotion, data analysis, sales process planning, if it is online retail, it also needs to include settlement issues, warehousing and logistics distribution, product operation planning, product brand planning, etc. This requires the planning and execution of each business module based on the overall strategic plan.
The third is team operation management. How many positions are needed? How to plan the responsibilities and authority of each position? How to handle job recruitment, training, salary, assessment, and incentives? How to manage the daily management of the team? etc. This also requires configuration, formation and management based on the overall strategy. Different online marketing strategy models require completely different personnel.
Some misunderstandings
Misunderstanding 1: Confusing online marketing project operations and website operations.
As mentioned earlier, online marketing project operation consists of various modules such as project strategic planning, website planning, online communication and promotion, data analysis, team operation management, etc., and website operation is only a small part of it. Although in some projects, the website Operation is the core, but website operation and online marketing project operation are still two completely different concepts.
Misunderstanding 2: Understanding online marketing project operations separately as team operation management.
This view is very common. In their view, online marketing operations include department recruitment, training, assessment and motivation, as well as daily team management. Many online marketing training courses are also set up in this way. Practically speaking, to run an Internet marketing project well, you must do project strategic planning, development step planning, etc. in the early stage, and the specific business operation execution process and team operation management must match the early stage strategy. What kind of model and strategy Determined different team members and different operational execution processes.
Misunderstanding 3: Ignoring statistical analysis of data
This is a common problem for most traditional companies doing online marketing, especially small and medium-sized enterprises. Cai Gentan believes that the biggest difference between online marketing and traditional offline marketing is statistical analysis of data. All macro data and micro customer trajectories are the reference basis for the supervision, control and correction of online marketing projects. We need to verify or adjust early strategies through vertical, horizontal and cross statistical analysis of data.
Misunderstanding 4: Thinking that there is no need to do too much planning, and it feels empty
This is mainly the perspective of small and medium-sized enterprises. Because there are only one or two people doing Internet marketing, there is not much budget to hire a complete team. In fact, Internet marketing project operation is a complete system, and a unified strategy must be in place to coordinate the overall situation. If the budget is sufficient, a professional team can be formed to do it. If the budget is small, one or two people can do it, but the ideas must be clear, the strategic goals must be clear, and the daily execution must be standardized, which is also a project operation plan.
In short, regardless of the size of the project, online marketing operations must first be viewed from a project perspective, and system integration can be achieved from project strategic planning, website planning, communication planning, data analysis, team formation, daily operation and maintenance, team management, etc., in order to truly exert its power. Be successful.
The original text was published in: Cai Gentan Internet Marketing Agency: http://www.cgt88.com . Reprinting is welcome. Please provide the source for reprinting. Many thanks.
Thank you tanaoe for your contribution