Internet Marketing Promotion

1、chapter 8 internet marketing promotion8.1 internet marketing promotionthe internet promotion is a behavior that transmits the related commodity and service information to the hypothesized market through the internet and related digital technologies, so that can initiates the consumer demand, arouses

2、 the purchase desire and facilitates the purchase behavior.there are several characteristics about internet marketing promotion:first, the network promotion is carried on under the virtual market environment of the internet. the network connects different countries, and gathers the widespread popula

3、tion which has many kinds of lifestyles and expense idea. it means there is no limitation about time and region. in this environment, the concept of consumer and the expense behavior are very different with the traditional behavior. consumers have more choices and more rational expense. at some time

4、, they can participate in the circulation of produce and transportation. therefore, the network marketers must jump out the limitation of traditional entity market and the physical idea of time and region. they should use the new thought method of internet marketing to adjust their promotion strateg

5、ies and the implementation plans.second, the traditional regional market is being broken gradually. the appearance of internet market pushed all enterprises, regardless of their scale sizes, to a unified global market. the traditional domestic firms have to face the international competition directl

6、y. if an enterprise does not want to eliminate, it must learn the business in this new market, especially the promotion activities.third, network promotion transmits lots of information about commodity and service through internet. the multimedia technologies provide many solution and patterns in wh

7、ich the goods transaction process has been approximate as the traditional process. everyone, customers and sellers, can exchange their mind, faster and more directly, even when they cant meet each other. at the same time, it makes more time for everyone to ponder. under this environment, the traditi

8、onal promotion method appears weakly. the internet marketing promotion, which is established on the computer and the modern communication technologies, can improve along with these advanced technology development. therefore, the network marketer not only wants to be familiar with traditional marketi

9、ng skill but also needs to grasp the computer and the network technical knowledge, with a series of new promotion methods to make the success of transaction.8.2 classification of internet marketing promotioninternet marketing promotion mainly divides into the internet advertisement promotion and the

10、 web sites promotion. the former carries on the advertisements and makes promotion through isp or icp; the latter mainly sets up the enterprise image and makes promotion using the enterprise web site. they are two different promotion methods. each of them has its characteristic and the strengthening

11、 and weakness. the characteristic of internet advertisement promotion propagandizes broadly, and the influence big, but the cost is high. the web sites promotion has the characteristic of quickness, convenience and low expense. the supplier and demander can directly on-line communicate with each oth

12、er. so, the probability of success is very high. however, the web site increases day by day on the internet，so that the efficient research is quite difficult. therefore, the coordination application of two promotion methods reasonably is the key to enhance the success ratio of internet marketing pro

13、motion.8.3 the internet marketing promotion function8.3.1 the function of information transmission in order to arouse the consumers attention, the marketers transmit the information about products, service and price through the internet marketing promotion.8.3.2 the function of inductionthe goal of

14、internet promotion is to relieve the potential customers anxiety of the product or the service through each effective way and convinces his determination of purchase. for example, for many similar commodities, it is difficult for customer to realize the small difference between each kind of product.

15、 through internet promotion, the firm propagandizes its product characteristic, and makes the consumer to realize the advantage or the special effectiveness, which benefits them, and help them to decide.8.3.3 create the demandsgood promotion not only may induce the demand but also may create the dem

16、and, attract the potential consumer, develop the new market and expand the sales volume.8.3.4 the function of feedbackby taking advantage of internet marketing promotion, the firm can collect and compile consumers opinion and the demand. the feedback can be transmitted to the management department.

17、due to its accuracy and the reliability, the feedback information is very valuable to the managers.8.3.5 stabilize saleson the case of the fluctuation of product sales volume and the market position, the firm can set up the good product image and the firm image through suitable internet marketing pr

18、omotion. it often changes the consumers understandings about the enterprise and the product, and improve the celebrity of the product and loyalty of the user, steady market and have good relationship with customers, and achieve the sales goal.8.4 the implementation of internet marketing promotion8.4

19、.1 determine network marketing promotion object1. the products usersthe products user is someone who needs the goods directly. the demand is the direct reason that people buy the goods.2. the products purchase deciderin the most situations, the user is the purchases decider of the product. but in th

20、e other situations, the products purchase decider is not the user. they are separate. for example, a middle-school student wants some on-line game, but the purchase decision need be made by his parents. therefore, the internet marketing promotion also must place the purchase decider to an important

21、position.3. the products purchase influencerthe products purchase influencer is someone who can influence the action beyond the user and decider. usually, if the goods value is very low and daily necessities, the influence is very small. but for some valuable and durable goods, their influences poss

22、ibly can play the decisive role. it is because the price is very high and buyer is quite discreet.8.4.2 internet marketing promotion designthe goal of internet marketing promotion is the purchase. the process of the purchase is complex and multi-stages. the promotion content must be designed accordi

23、ng to the stage which the consumer is in the purchase process, and the products life cycle. for a new product in the market, the consumer is extremely unfamiliar with it. to arouse consumers attention, the promotion content should stress the product advantage. when the product had the certain influe

24、nce in the market and the development stage, the promotion content then should arouses consumers purchase desire; at the same time, they also needs to create the brand well. after the product at the mature stage, the market competition is extremely intensely, the promotion content needs to do the ma

25、ssive propaganda work for the firm image, besides the products only, and set up the consumers confidence to the enterprise product. when the product is at the saturated time and the decline time, the key point is to keep good relationship with consumer, especially sentimental communication, even by

26、cutting prices to promote sales and lengthen the life cycle of product.8.4.3 internet marketing promotion waysthe internet marketing promotion is quite complex. as we know, the methods include internet advertisement promotion and the web sites promotion. because the product type and the sales object

27、 are different for each enterprise, there are many ways to combine the different methods.in order to achieve the best performance, the firm should unify its product market condition and the customer situation, enhance strong points and avoid weaknesses. the internet advertisement promotion mainly fo

28、cuses on the called push strategy. its main function is to let the firms product into the market, and obtains the general consumers acceptance; the web sites promotion mainly implements pull strategy, which attracts the user and maintains the stable market share. usually, for consumables such as dri

29、nks, cosmetics, medicine product, housing electric appliances and so on, the effect of internet advertisement promotion is quite good. but the web sites promotion, for computer, special-purpose, large-scale mechanical and electrical product and so on, is effective. in the development stage of the pr

30、oduct, to declare the new performance and new characteristic, the internet advertisement promotion should be stressed. in product mature period and saturated time, the construction of own web site should be strengthened, and the enterprise image should be set up. the enterprise must plan the proport

31、ion of internet promotion method, according to own the ability of internet promotion and the status quo. 8.4.4 build network promotion budgetduring the process of internet marketing promotion, the budget is the most difficult thing for the firm. promotion on the internet is a new question to all fir

32、ms.the first thing is to determine the way on the internet. the internet marketing promotion may be carries on in the own web site. the expense is the lowest, but the scope is possible limited because of celebrity. therefore, it may make use of some information service, but the cost may be very high

33、. therefore, the enterprise must compare different way to implement the activities. the firm selects the proper web service for its promotion.next, the goal of internet marketing promotion must be determined. is it to set up the enterprise image, propaganda the product or propagandize the service? t

34、he plan revolves these elements, including the quantity of archives and graphs, the complexity of color; time, frequency and density for delivery; the position of advertisements propaganda, cycle of content replacement as well as effect examination method and so on. once these details had determined

35、, they will have the budget basis to the whole investment and have a certain assurance with the information service business during the negotiations.third, they must determine the objective, is it domestic or overseas? because it is quite different among different website. some websites stress on th

36、e consumer, some stresses on academic circles, another stresses on young people. generally speaking, the expense of the website about the academic exchange service is low. the expense for special commercial website service is high, and for search engine comprehensive website expense is highest. the

37、expense is small, only using one language. the more languages, the larger expense.8.4.5 appraise the effect of internet marketing promotionthe appraisal about internet marketing promotion effect mainly carried on in these ways: the first way is to make use of the software to count on the amount of t

38、he homepage visit population, click numeral and costs during the promotion cost. through these data, the promoters may see their superiority and insufficiency so that they promptly make the basic judgment to the promotion quality. on the other hand, the appraisal must establish on the basis of actua

39、l comprehensive diagnosis. by investigating the change of the market share, the change of sales volume, the profit fluctuation, the promotion cost fluctuation, the promotion judgment can be decided, correct or not. at the same time, they also should pay attention to the causal relation analysis of p

40、romotion goal, promotion object, promotion content and promotion process, so that makes the correct judgment to the entire promotion work. 8.4.6 pay attention to the synthesis management of internet promotion process internet marketing promotion is a new job. scientific management plays a vital role

41、 to the success. on the foundation of correct appraisal of the internet promotion, adjustment on the deviation of the goal is a guarantee to obtain the desired promotion effect. at the same time, in the promotion process, to strengthen the information communication, coordination and the comprehensiv

42、e management is essential to improve the performance.8.5 the internet advertisement promotion8.5.1 the type of internet advertisementinternet advertisement classified into two kinds generally: text and graph. the graph advertisement may be divided into the button advertisement and the banner adverti

43、sement.1. text advertisementtext advertisement is a way of promoting firm or product brand by word. these advertisements may be placed in the web page, like firm name generally. by clicking, it will link to the firm home page. this language form advertisement usually appears in some classified colum

44、ns of the page. the text advertisement also may use email form to transmit information to customers regularly. if propagandizing the new product, it may adopt another form, such as newsgroup or bbs. 2. button advertisementthis kind of advertisement can appear on any place in the web page, which is c

45、alled icon. it may be a firm symbol, a sign, or a button shape, therefore, which is also called button advertisement. they all use the interaction and hyperlink way to collect the related information. when clicking on it with the mouse, it may link to the firm site or the related information page. a

46、ccording to the standard of iab (internet adv. bureau), the size of button is generally 120x90, 120x60, 125x125 and the 88x31 picture element.3. banner advertisementthe banner is also called the symbol advertisement. they are usually some colorful rectangle pictures, lying on the crown, the base or

47、striking place of the page. the design is very delicate and attractable, including the conciseness of the words, phrases and the fine picture. generally the banner has the hypertext link function. the firms websites usually use this interaction banner, to achieve the hyperlink directly with the rela

48、ted information and transfers smoothly. the firm then may use the non-interaction-like banner, which has not established website. it is similar with the traditional printing media advertisement.the banner advertisement picture can be the static or dynamic. the static banner effect is not very ideal,

49、 while better than text and button advertisement.8.5.2 the characteristic of internet advertisement （1） unlimited ness of the space and time. the internet advertisement does not have limitation of the time and space. the advertising information can be disseminated to the whole world 24 hours on the

50、internet. anyone who has the access to the internet, in any place, may touch the information. it is superior to any other advertisement media.（2） orientation and classification. the major characteristic of internet advertisement lies in its orientation. the internet advertisement is for all internet

51、 users, and moreover for special user and market. for example, the cosmetics enterprise mainly focuses on women. therefore the internet advertisement should appear in the website which is mainly used by women. to achieve the orientation, the right information may be transmit to the right person in t

52、he right time by internet （3） effective statistics. the internet advertisement issuers may get the huge database through the authoritative advertisement statistics system, so that they can find each kind of useful feedback information. the advertising agent may appraise advertisement performance acc

53、ording to the statistical data.（4） vivid image. the internet media broke through the time and the space limitation. it is mobile, and there is infinite information even in a banner. by using the computer multimedia technology, internet advertisement provides product or marketing information to the u

54、ser by chart, article, sound, picture and so on.（5） easy change. if necessary, the internet advertisement may change the content promptly. thus, the advertising agent may adjust the information of price or commodity supply and demand change and so on.（6） inexpensive prices. （7） the internet advertis

55、ement does not need to print, the photography or transcribing. the total on-line advertisement cost is cheaper than other forms .compared with the newspaper and the television advertisement, the internet advertisement is competitive, extremely in the price.（8） the limitations of creativity. the bann

56、er advertisement performance is best on web page, but, actually, its creativity space is small. usually, its greatest size gathers 15 centimeters width, 2 centimeter high. creativity in such small space is a large challenge to the advertisement engineer （9） the choice of the advertisement position i

57、s limited. the banner generally lies in crown or base of each page (usually location in the page crown better than in base). the choice of the position may be few. 8.5.3 internet advertisement operation1. internet advertisement issue（1） a. issue advertisement on own website. it is one of the most co

58、mmon ways about internet advertisement issue. in this situation, the firm may freely carry on the advertisement content, the picture structure, the interaction way and so on.（2） b. issue advertisement on other website. it is another way used in internet advertisement. there are thousands of website

59、on internet. so the firm must choose the appropriate website to achieve the good performance.（3） c. email advertisement. using the email to transmit advertising information is also commonly used for advertisement issue. the email tabulates is also called the mail group, equal to an address detailed list. for in each mail groups customer is arranged according to some subject, the mail group may provide the good goal market for the firm.2. network adv