What Does an Online Marketing Manager Do?

Network marketing managers are a new type of profession that emerged after the rise of China's Internet industry. Network marketing managers need to have network application technology, marketing concepts and some management experience. It is a kind of human resource that is relatively scarce under the current development environment of China's Internet.

Internet marketing manager

Network marketing managers can be proficient in Internet technologies such as marketing website construction, search engine optimization SEO technology, etc .; secondly, they have a knowledge structure of marketing communications, including analysis of corporate network marketing environment, use of network marketing promotion tools, soft text and blog writing, network Advertising planning, website operation management, etc .; Finally, you need to have the ability to combine technology and marketing, and integrate personal experience and teamwork.

The network marketing manager combines Internet technology with marketing, and quickly improves the comprehensive ranking and traffic of websites through various technical means, and provides companies with online marketing operation planning, website construction planning, search engine optimization, and team management services to help companies Effectively increase sales.

Network Marketing Manager is a small learning platform for learning and communicating online marketing. The website is non-profit. It will be explained in detail through the four aspects of network marketing positioning, website construction, network promotion, and operation management. Online marketing needs learning today. It is closer to enterprise e-commerce in the application stage.

Chen Peng was born in Anyang City, Henan Province. He came into contact with the Internet in 2005, and experienced systematic marketing research in 2010. In 2011, he served as the Kerui Environmental Network Marketing Operations Manager. The first personal website for internet marketing managers.

Enterprise strategy refers to an action program or plan designed by an enterprise for survival and stable development. It involves global, directional, long-term and fundamental issues related to the survival and development of enterprises. Marketing strategy is the focus of corporate strategy. It is a global, long-term, and directional plan for corporate marketing, so as to achieve a dynamic balance between corporate goals, resource capabilities, and business environment.

I. Strategic Objectives of Enterprise Internet Marketing Network marketing objectives are the same as traditional marketing objectives, that is, to determine the expected goals to be achieved after carrying out online marketing, and to formulate corresponding steps to organize relevant departments and personnel to participate. When formulating network marketing goals, it must be considered whether it is consistent with the company's business strategic goals, whether it is consistent with the company's operating policy, and whether it conflicts with existing marketing strategies. This requires that relevant personnel at the strategic decision-making level, strategic management level, and business operation level of the enterprise must participate in the discussion when setting goals.

General Internet marketing should consider the following types of goals.

1. Sales-type online marketing goals Sales-type online marketing goals mean broadening online sales for enterprises, and providing customers with convenient and fast online sales points with the help of online interactivity, directness, real-time, and globality. At present, many traditional retail stores have set up sales points online, such as the online sales site of Beijing Book Building.

2. Service-oriented online marketing goals Service-oriented online marketing goals mainly provide online services for customers. Customers can conduct long-distance consultation and after-sales service through online service personnel. Most information technology companies now have such sites.

3 Brand-type online marketing goals Brand-type online marketing goals are mainly to establish the brand image of the company online, strengthen direct contact and communication with customers, increase customer loyalty, cooperate with the realization of the company's current marketing goals, and lay the foundation for the subsequent development of the company basis. Most corporate sites currently fall into this category.

4 Elevated Internet Marketing Objectives Elevated Internet marketing objectives mainly replace traditional marketing methods through network marketing, comprehensively reduce marketing costs, improve marketing efficiency, promote marketing management, and improve corporate competitiveness. Sites such as Dell and Haier fall into this category.

5. Hybrid Internet Marketing Goals Hybrid Internet marketing goals strive to achieve several of the above goals simultaneously. For example, Amazon has established an online bookstore as its main sales business site, at the same time established a world-renowned website brand, and used new marketing methods to enhance corporate competitiveness. It is both a sales type and a brand type, as well as a promotion type.

Second, network marketing strategic planning Network marketing has enabled enterprises to change from the tangible market to the information market, which has changed the company's target market, customer relationships, corporate groups, competition patterns, and marketing methods. Enterprises face both new challenges and unlimited market opportunities. Enterprises must establish corresponding online marketing strategies, provide more valuable products and more efficient services than competitors, expand marketing scale, and achieve business goals. The fundamental difference between online marketing and traditional marketing lies in the characteristics of the network itself and the personalization of online customers. Therefore, online marketing must be guided by new marketing concepts, and based on traditional marketing strategy concepts, realize the innovation of strategic concepts from the perspective of network characteristics and changes in consumer needs. Of course, the concept of network marketing strategy is not a negation of the traditional concept of marketing strategy, but a further deepening and development within the scope of modern marketing theory.

The contents of network marketing strategic planning include: Decision makers are required to manage the company's online investment business as an investment portfolio and configure it in combination with offline marketing under the condition of certain corporate resources.

2. Decision makers should estimate the future profit potential of each online business as accurately as possible by considering the market growth rate and the positioning and combination of the company's online.

3 Emphasize that online strategic planning is a strategy. Decision makers must determine which factors are important in the company's position, goals, resources, and opportunities in the industry, so as to formulate a "strategic plan" for each online business.

Third, the choice of internet marketing strategy To introduce internet marketing, first of all, it is necessary to know what kind of mechanism internet marketing achieves. Then enterprises can choose a reasonable network marketing strategy according to their own characteristics and the needs of target customers.

At present, people have summarized several effective network marketing strategies. 1. Retaining Customers and Increasing Sales Modern marketing believes that the value of retaining an old customer is equivalent to winning five new customers. The characteristics of two-way interaction, large amount of information, optional reading, low cost, and convenient connection make it a customer service tool superior to other media. Through network marketing, the purpose of better serving customers can be achieved, thereby enhancing the relationship with customers, increasing customer loyalty, thereby retaining customers and increasing the company's sales.

Case 2-1 The Bertelsmann Book Club's world-famous media group, Bertelsmann's headquarters in Shanghai, conducts online marketing and traditional marketing activities in the form of the Bertelsmann Club. In the initial stage, the "Bettasman Book Club" put its work on developing new members with certain effects. However, it was later discovered that the increasing number of new members did not increase the company's corresponding sales, while the decrease in old customers caused a significant reduction in sales. In response to this situation, the "Bettasman Book Club" has made articles on retaining customers and increasing sales, and has planned many related marketing activities, which have achieved relatively satisfactory results.

Case 2-2 Investigation of "Swan" Company "Swan" Company obtained a set of marketing data through a lot of market research: 1: 25: 8: 1. That is, one customer uses Little Swan products and receives satisfactory service. He (she) will affect the other 25 customers around him, because the user s personal experience is the most objective and fair compared with the company s advertising or promotion. At the same time, 8 of them will have a desire to buy, and 1 new customer will have a purchase behavior. This is the market radiation effect of customers. Through satisfactory after-sales service, establish a close relationship between the company and customers, thereby retaining and consolidating old customers, attracting more new customers, and achieving the goal of increasing sales through online services.

2. Providing useful information and stimulating consumption Providing useful information to stimulate consumption is particularly suitable for businesses selling through retail channels. This strategy can continuously provide useful information to customers through the network, including new product information, new uses of products, etc., and can change in time according to the situation to keep the online site fresh and attractive. This useful new information can stimulate customers' desire to spend and increase purchases.

3 Simplify sales channels and reduce management costs The most direct benefit to the enterprise from using the network for sales comes from its direct marketing function: that is, by simplifying sales channels and reducing sales costs, the goal of reducing management costs is ultimately achieved. This model is suitable for businesses that use the internet as a direct marketing tool. Using the Internet to implement direct marketing, it must be convenient for customers to purchase, so that customers can reduce shopping time, energy and physical expenditure and consumption. For enterprises, it can achieve the purpose of simplifying sales channels, reducing sales costs and reducing management costs. Online stores that sell books, flowers and gifts online are the best applications for this model. However, some online bookstores are too cumbersome for customers to purchase books, affecting its online sales business. "Dangdang Online Bookstore" has done a good job, providing customers with a variety of fast and convenient ways to buy books online, attracting many customers.

4 Engage customers and increase customer loyalty There are already examples of websites that have successfully used this model in the press. For example, newspaper and magazine publishers promote customer engagement through their web pages. Their pages set up customers to form "network communities" with common topics based on their own interests, and also provide readers and editors with a greater degree of participation than traditional "letters to editors". The result of this is effectively increasing subscriber loyalty. Similarly, the website of movie and TV makers can also use this mode to increase the popularity of the product. They provide viewers with some so-called "inside stories" of popular films through the establishment of web pages, such as the concept of the plot, the background of the characters, the background information of the actors, directors, producers, hobbies and so on. This information is very appealing to fans. Because it gives them a sense of connoisseur. This feeling will drive them to watch a popular film repeatedly, comment on it, and enjoy it. At the same time, they will discuss the film with friends, and even persuade friends to watch it.

5. Increasing brand awareness and gaining higher profits. Enterprises that take the brand as a management priority can enhance the brand image of the entire enterprise through web design. Many well-known brands use the Internet as a tool to enhance their brand image. Through the design of web pages, enterprises can highlight brand promotion, establish an overall corporate image, establish customer loyalty, achieve market penetration, and ultimately achieve the purpose of increasing market share. For example, the Coca-Cola Company does not use the Internet as a tool for direct marketing, but uses the Internet as a tool to enhance the image of the brand.

6. Database marketing network is an ideal tool for building a powerful and accurate marketing database. Because the network is instant and interactive, it can dynamically modify and add to the marketing database. Having a marketing database that tracks market conditions in real time is the basis for dynamic and rational decisions made by corporate management. In traditional marketing, some dreams that only stay in theory can be realized through the marketing database established through the network. For example, accurate segmentation of the target market, timely adjustment of commodity prices, and so on. The database marketing model is a modernization of the traditional marketing model and has scientific and predictive advantages.