To do a good job in Internet marketing, you not only need professional Internet marketers, but also a favorable situation. People are fundamental, and situation is the key. Seizing the favorable situation and seizing the good opportunity is the key to online marketing. The potential here includes the external network situation and internal resource advantages. The external network situation is the market opportunities, threats, network competitive environment, industry environment, etc. that enterprises face when conducting online marketing. These are things that enterprises cannot determine when conducting online marketing. factors; and internal resource advantages are the human resources, material resources, channels, content, intellectual capital and other resources owned by the enterprise for online marketing. These resources are factors that the enterprise can control and utilize on its own.
The purpose of Internet marketing is to adapt to the situation of the external network in a timely manner, make reasonable use of internal resource advantages, and then organize a suitable team to carry out Internet marketing, rather than just attributing the success or failure of Internet marketing to whether there are excellent people. Internet marketers. Internet marketing is a systematic project. If there is no reasonable adaptation to the external network situation, or the company's own advantages are not fully utilized, even the most excellent Internet marketers will be unable to make a difference.
How to seek the potential? The first step is to analyze the "potential" currently faced by the enterprise, from the perspective of the external network situation and internal resource advantages. The network situation is analyzed from the four aspects of network market opportunities, market threats, competitive environment and industry environment faced by the enterprise; the resource advantages are mainly analyzed from the four aspects of network marketing human resources, material resources, channel resources and intellectual capital owned by the enterprise. analyze.
| external network situation | Internet market opportunities | 1. Do potential customers use the Internet as the main channel for receiving information? 2. What irreplaceable services can you provide to customers through online marketing? 3. Are there external channels and resources available for online marketing? 4. The emergence of new technologies and new applications, such as WAP , SNS , and 3G, provides enterprises with opportunities for online marketing. |
| Internet market threats | 1. After the implementation of Internet marketing, it is difficult for customers to accept or the cost of acceptance is too high; 2. Solve service, management and other issues that arise after the implementation of online marketing; 3. There is a single online marketing channel, or a single available channel and resource; | |
| online competitive environment | 1. Are your competitors strong in online marketing? 2. Are there any online marketing channels and resources that have been seized by competitors? | |
| Industry network environment | 1. The overall status of online marketing by enterprises in this industry; 2. The government, industry associations, etc. promote online marketing in this industry; | |
| internal resource Advantages | Internet Marketing Human Resources | 1. Does the company have appropriate human resource allocation for online marketing? 2. Can online marketers unify their thinking with the company's overall marketing, management and corporate culture? |
| Internet marketing material resources | 1. Software and hardware configuration for online marketing, and network environment configuration; 2. Allocate related resources after carrying out online marketing, such as customer service, after-sales, logistics, etc. | |
| Network channel resources | 1. Does the company itself have channels that can be used for online marketing? 2. Are there online marketing channels available to corporate partners and are they available? | |
| Internet Marketing Knowledge Capital | 1. Does the company have original content for online marketing? 2. Do you have intellectual capital that is irreplaceable in this industry? |
After a detailed and objective analysis of the external network situation and internal resource advantages faced by the enterprise, network marketing must be carried out in a targeted manner. Opportunities faced must be seized at the right time, threats and risks must be reasonably avoided, and one's own advantages must be understood. Give your best and take the initiative to make up for your own shortcomings. Neither opportunities nor threats, nor advantages and disadvantages, are absolute and can be transformed into each other under certain circumstances. This requires us to "select people and follow the situation" and organize the most suitable Internet marketing team to implement it.
Internet marketing is a systematic project that requires us to think from the perspective of corporate strategy. It is not a problem that one or two Internet marketers can solve. Before conducting online marketing, analyzing and summarizing the situation faced by the enterprise is the first and decisive step in the online marketing strategy.