Gao Shengning: How to Use Internet Marketing to Promote Corporate Brands

In the eyes of most enterprises, online marketing is to advertise on the website, follow the trend to promote, how much the budget will give the website how much money, the network company's favorite is this kind of customer, the number of website traffic, how much your ads can click rate And so on, anyway, it's just flicker that you put all your money in. As for whether you can bring real customers, I can only see that the company itself is clear, but there is no way. Everyone has done so, and I have to do it! This is not, Coca-Cola has occupied the entire online game, then I Pepsi can not work hard on the site ah!

One of the important tasks of online marketing is to establish and promote the brand of the company on the Internet, and to allow the company's offline brand to extend and expand on the Internet. Internet marketing provides favorable conditions for companies to use the Internet to establish a brand image. Both large and small-sized enterprises can use their own businesses to display their brand image. However, many companies now believe that the foundation of online brand building is the construction of corporate websites, and then they try every means to promote them, such as bid rankings, mass mailings, etc., and then they want customers and the public to know their brands. And recognition. In fact, this approach should be feasible in the early days, but now with the simplicity of technology, various companies have their own websites, basically have no effect, and PPC can only make their websites become more and more Deep, endless complacency in bidding is probably only search engine companies, not themselves. However, what we must understand is that through the promotion of corporate networks, it is useful to transform the value of a brand into a long-lasting customer relationship and more direct benefits. Therefore, companies want to promote their own brands through the establishment of the station, can only be said to be one of the most primitive means of online marketing.

With the rapid development of the Internet and hundreds of millions of Internet users in China, most of the current enterprises attach importance to network promotion. However, the lack of professional network marketing talents and lack of understanding of network marketing have caused many companies to invest a lot of money in the Internet, but the effect is very high. In general, it is not just complaining about network promotion, but in fact it can only be said that there is not enough awareness of online marketing. Enterprises want to really achieve brand awareness through online marketing, you need skills, take the first step of network marketing, and its own positioning problems.

Therefore, we must first understand the principle of online marketing: "The principle of online marketing can be understood as the principle of the transmission of online marketing information. In simple terms, a complete network marketing information delivery system includes information sources, information broadcast carriers, and distribution channels. The basic elements of information reception channels, information receivers, noise, and barriers, etc. Unlike the general information delivery system, information transmission in network marketing is bi-directional, that is, the interactive nature of network marketing, the essence of which is that “companies are more likely to Passing information, while the user can also obtain more effective information. The general principle of online marketing information transmission is: The effective basis of network marketing is to provide detailed information sources, establish effective information dissemination channels, and create conditions for facilitating the two-way transmission of information. ”

Below, according to some of the individual's network marketing case to illustrate how companies use network marketing information and their delivery performance to improve their own brand and visibility.

First of all, from the point of view of transmitting information efficiency, the most important thing for corporate advertising is the speed of network dissemination and a good advertising idea. It can be said overnight that good ideas can be spread all over the country. In the short-term promotion plan, keywords can be increased by hundreds of thousands of search engines overnight. This is the most efficient way to transfer information. Pasting and copying are the best means of communication. For example, in our promotion of the free space apparel brand, we cleverly used Shanghai's first beauty as our model. Through a series of campaigns, in the shortest possible time, only free space + Shanghai's first beauty keyword. In Baidu, it changed from zero to more than 300,000. This is how we use the psychology of the masses intelligently and rationally. Through soft gossip news, we have achieved corporate publicity and achieved excellent results. The customer's response is to continue to cooperate with us and sign the next phase of the network marketing plan.

Second, we must pay attention to the diversification of information transmitted by online marketing. Purely hard advertisements are currently very unpopular, and most pop-up ads are shielded by users. The most intuitive reaction is basically the same as that of rogues. Then we need to adopt a variety of means of dissemination. At present, it is common for websites and companies to use some activities to achieve the purpose of propaganda, and to promote online and offline activities. For example, the promotion of Pepsi, the first in the network to hold the Comedy MV competition, attracting a large number of netizens to participate in, so that their own network to do red, and later, we invite more online red come together to hold a press conference, then The media will report on the status quo of the online reds' participation in the press conference from all sides. Although not advertising for Pepsi, they have also made side-to-side promotion of the PepsiCo. This means of dissemination is currently being used by most companies, but it is only the channels they have adopted.

Third, and personally think that the most important thing is the event marketing in online marketing. Through the speculation and promotion of events, the purpose of brand promotion of their own companies has been achieved. The hype, plainly, is nothing to find, and then attract public attention. However, what is often difficult to control is how to handle the development of the entire incident. It is also the most difficult way to promote enterprises. Although the openness of Internet speech can be used by some gunmen, it is inevitable that there will be a lot of follow-up situations. In event marketing, the best platforms are forums and blogs. More and more advertising companies have also begun to pay attention to this area, but due to the limitations of professionals and channels, they can only hope that the Internet is a master of domestic speculation, and several people who can count, Lao Lang, Chen Mo, After that, because of the paperclip, the second floor of the villa was changed. It's hard to find the fourth person. Although there are many experts who claim to be online promoters, they are basically self-inflicted types, because it is difficult for these people to have channels. The channel I'm talking about is very special. You need to hype an incident. It's not a website. You have to talk about this in the entire network. At the very least, you have to know the editors of major portals. You To become familiar with the editors of major communities, you must be familiar with the well-known writers on the network. You must be familiar with the reporters of major newspapers. You must be familiar with the television reporters. Only if you fully grasp these resources and you are familiar with the entire hype process, can you One incident is planned very well. Whoever can integrate all these resources will not necessarily be able to do so. Even if a website buys your account and an editor follows the company's arrangements, you cannot control the ideas of the writers. So this It's hard, it's hard. After a wave of network incidents, it can be said that every incident has its own behind the scenes, no matter what purpose it is for. Now, if we combine the network events with the corporate brand, when the whole society starts to pay attention, will its own brand not improve? Green Entertainment because the Accord women know all over the world, Youku because of Zhang Wei sex tape Is it not so well-known that their brands are not planned out now?

The Internet is a very good platform. It depends on how companies use them. The use of them can make you famous overnight and use it badly. Even your best brand will make people spurn overnight. Companies don't just want to To learn internet marketing skills, you must also learn the corporate network public relations.