The form of trade has been revolutionized by advancements in technology. When marketing a website, it is therefore very important to understand the important elements and strategies in marketing as follows:
The trading model has been revolutionized by technological advancements. In order to market a website, it is very important to understand the important elements and strategies in marketing. As follows
Internet entrepreneurs There are two main target groups: business groups and groups of consumers Main marketing characteristics and strategies It's like this
1. Business to business (Business to business or B to B) It is a business contact between the company and the company, such as a shoe manufacturing company in Thailand and a distributor company. in the United States They will order shoes to sell to retailers or consumers. In this case, the buyer usually determines the style of shoes for the local manufacturer to produce.
2. Business to consumer (Business to consumer or B to C) It is a business contact between the manufacturer or seller and the buyer who is the final consumer (Consumer) who purchases for use in daily life, such as buyers in Thailand. Order books from
http://www.amazon.com/
Important marketing strategies
1. Target market determination and product positioning (Targeting and positioning) Must be consistent, such as
http://www.nike.com/ Created for the target audience of athletes. The product position is therefore the center of sporting goods.
2. Naming (Branding) Naming names in e-marketing must be based on ease of search for buyers. Therefore, naming must indicate the characteristics of the product (Functional Brand name) and must use international vocabulary
3. Must interact with customers (Interactivity) That is, you must be able to communicate in 2 ways Sellers and buyers must be able to interact with each other. And must be fast
4. Product information is an important factor Because selling on the web requires the website to function like a showroom, sales staff, and web service employees. There is no salesperson to recommend products. There is no catalog. Products to read and there is no one cheering for people to buy products, so “information” Therefore, it is very important in the customer's purchasing decision.
5. Product recommendation(Product recommendation) It is an important strategy. To help accelerate customers' purchasing decisions faster. Because on the website there are no employees to close sales. www.clinique.com Which offers cosmetics for sale. The clinic will first research the customer's skin type. By having customers fill in personal information Then summarize the customer's skin type. And when customers want what type of product? It will recommend products that match the characteristics of the customer's skin.
6. Create distinctive points for the website (Web site differentiation) With nearly 10 million websites in existence, differentiation is an important strategy. www.rotten.com It's a website that collects all sorts of hideous things. can create buzz and demand attention from target groups who like these stories
7. Adding value to the product (Enhancing the product) By continuously improving and developing products. Find new services Present to customers
8. Try to encourage visitors to visit the website frequently (Encouraging repeated visits) This strategy is an important strategy. Because of the frequent visitors It is like a busy store or business. This creates a high opportunity to sell products and services as well. And in addition, having visitors allows the website owner to set a high advertising price. Most websites that have a lot of visitors are websites that are information centers (Portal web sites), such as
http: //www.aol.com/,
http://www.yahoo.com/ and many other websites
9. Building a website to be a community source (Building community) Another important strategy is Create a website that is a center for people so that there are visitors all the time and the number keeps increasing
http://www.pantip.com/ It is a website that divides communities according to their interests in the forum. (It's a bulletin board that allows people to express their opinions on certain matters.) For example, the Ratchada group is a community of people interested in cars, stereos, and mobile phones. Anyone who has questions about these things can write in and ask. and knowledgeable members will write to answer. The fact that each group has members interested in one topic in marketing This is considered to be very effective market segmentation. Members of each group visit the message board regularly to read information. This is considered to create good brand loyalty.
10. Respond to customer satisfaction as much as possible (Customizing) This strategy is based on the idea that products or services on the web are not general products sold in the market. Travel companies selling web-based travel services must remember to keep their customers entertained with their programs at all times. Therefore, you should ask about customer needs such as location Customers' preferred meals, activities, accommodations, and transportation Then arrange the list accordingly. which will make customers most satisfied and to avoid price cuts
11. Sales promotion This is another strategy to consider. It can be done in many forms such as Giving out product samples (Sampling), which is popularly used by companies selling computer programs. Giving out discount coupons EGV movie theater Often visitors to the website can print discount coupons to use when purchasing movie tickets. http://www.alladvantage.com/ promotes sales by giving away money to people who come to the website. If you take a long time, you will earn a lot of money. And if you refer others, you will also receive referral money when the referred person surfs this website. The strategy is similar to the multi-level direct selling strategy (Multi level marketing)
12. Event marketing Event marketing is often of interest to people and people tend to spread the word (Word of mouth marketing), which will make the website known quickly. www.ourfirstime.com, which used to create a sensation with a press conference, will provide a live broadcast of the sexual activities of a man and a woman. It has created a stir before. People remember it for a long time. Marketing is considered successful in creating brand awareness, but will they have a good attitude towards the website? It depends on the society in each country. Another activity that is popular because it quickly becomes known is having games to play. http://www.madoo.com/, http://www.catcha.co.th/ and many other websites are famous because they have a game to guess the wrong image (Photo hunt) for people to join in the activity.
13. Use email as a tool in the customer relationship management system (CRM: Customer relationship management) When the company has news or a unique promotional program You can use email as a tool. Because it is direct marketing which other customers do not need to know
14. Other incentives In addition to the aforementioned strategies Popular strategies for attracting people to the web include chat rooms, electronic postcards, weather reports, travel maps and other information.
15. Connect to other websites (Web linking) with the same target group This will allow the target audience to not waste time opening a new website. It is a strategic way to make the website into a center similar to a department store. “One – stop – shopping” Let's use
16. Advertising on popular websites such as www.yahoo.com Because it can reach a large number of consumers
17. Promote sales outside the website (Offline promotion) To make the website known Integrated marketing communication must be used, which means using other media outside the website as well, such as advertising and public relations through various media.