With the development of the Internet, more and more companies have begun to shift their product marketing methods from traditional channels to online channels and explore the direction of e-commerce. The white paper "China's Internet Situation" on June 8, 2010 clearly stated that more than 50% of large enterprises have established e-commerce systems, more than 30% of small and medium-sized enterprises use the Internet to find suppliers, and more than 30% of small and medium-sized enterprises use the Internet to engage in marketing and promotion. Enterprises reached 24% and other data. Today's China has entered the era of online marketing. However, as an IT company, how to carry out online marketing of new products?
(1) Refining product features and expanding target markets
New IT products, as the name suggests, are innovative products newly launched on the market. Before starting online marketing, the product must be reasonably and clearly positioned, and the product usage environment and application industry must be analyzed to expand and determine target customers and markets.
(2) Determine product keywords
In online marketing, new product keywords are particularly important. Unlike traditional products, they have already formed relevant definitions of products, industries, and brands in the minds of netizens. The keywords referred to here are not keywords for search engines in a narrow sense, but the theme keywords for the products we promote online. Once the topic keywords are determined, they determine the content and direction of our marketing.
Then how to determine the keywords of the product? We can use the following methods: 1. The direct use environment and characteristics of marketing products; 2. Product names that are related to the functions of marketing products; 3. Product names that have the same target customers as the marketing products. Here are two examples. First, a high-speed scanner is a device that quickly digitizes paper documents or physical objects. It is similar to a scanner, but it is characterized by fast and convenient scanning and a compact and portable appearance. We can determine the keywords as fast (portable/mobile) document (physical) scanner (photographer), and then conduct specific keyword expansion marketing according to the needs of target customers during the promotion process. The second is the tablet computer that we are familiar with now, but before it was understood by everyone, the product keywords of Internet marketing should be mobile (portable/handheld/handwriting/game) computers, etc.
(3) Analyze the target market network environment
The target market network environment, that is, the distribution of target customers and potential customers on the Internet and their Internet usage habits. By analyzing the network environment of the target market and finding out where the potential product and target customer groups are, you can determine the channels and means of network marketing.
(4) Properly plan budgets and formulate marketing plans
Internet marketing has just emerged in China, and the development of e-commerce for many enterprises is still in the trial and exploration stage. It is difficult for small and medium-sized enterprises to have a clear budget in this area. But for new IT products, the marketing budget must be well planned and equipped.
The most important thing in the formulation and planning of Internet marketing plans is the idea, not simply the promotion method. The idea determines the promotion method. Then the idea mainly starts from the communication content and marketing channels. Content presentation methods mainly include text, pictures, sounds, videos, etc. Compared with the new IT network marketing that focuses on deepening users' sense of touch with products, we generally try to choose more visual methods such as pictures and texts or videos. The selection of the second marketing channel is determined based on our budget and the network environment of the target customers. For new IT products, we focus more on the overall marketing of IT portal media channels.
(5) Plan execution result analysis and process optimization
Internet marketing is more of a diagnostic process, making a scientific and reasonable position on the implementation of the Internet marketing plan, making timely adjustments to the plan according to the implementation situation, and optimizing the promotion method. The main evaluation criteria are the visitor conversion rate and the effectiveness of various aspects of implementation, so as to identify deficiencies in the online marketing implementation process and make timely improvements.
Author: Liu Daiyuan
Thanks for the beautiful contribution