20 17 Network Marketing Case Analysis Part I
With the rapid development of the Internet, the application of the Internet in various fields of society is more and more extensive. These applications not only affect people's daily life, study, work and entertainment, but also affect people's economic life.
E-commerce has the greatest impact on economic life. It can be said that e-commerce is the result of the rapid development of computer technology and network communication technology. At the same time, it is also the inevitable product of the development of human economy, science and technology and culture, the business model of the information society and the future of business. At the same time, e-commerce will be the most important driving force for economic development in 2 1 century.
Since the 1990s, with the continuous advancement of economic globalization and financial liberalization and the rapid development of computer network technology, the structure and operation mode of the securities market have undergone major changes, and the electronization of securities has become an irreversible trend.
Securities e-commerce is a brand-new business service provided by the securities industry to customers through the Internet. It is a network service with free information and paid transaction.
For those enterprises that are in industries that have been rapidly transformed by the Internet and have strong adaptability to the Internet, the impact and influence of the Internet are very great, and the opportunities it brings are very attractive. It can be said that expanding Internet business is an inevitable choice for these enterprises. Compared with many industries, the securities industry is undoubtedly closely related to the development of the Internet. With the help of the Internet, the securities industry can achieve greater development.
E-commerce in securities industry is not restricted by region, which greatly improves the freedom of investment choice.
There are abundant information resources on the Internet, which can improve the circulation efficiency of information in the securities market. Online trading market analysis, ordering entrustment, convenient and intuitive information inquiry.
An online securities transaction analysis system is adopted for a certain securities to attract new investors, make them familiar with the online securities transaction analysis system, and thus cultivate loyal users of the securities. The online business hall is more visual, just like the physical business hall, which brings a sense of intimacy to customers. The online business hall is also fully functional, and it allows users to enter all aspects to understand the situation more quickly. It has brought all-round services to users and increased market information.
With the continuous networking of securities trading means, the business competition between brokers and fund management companies will turn to service quality, which will be the key to success in the future.
Through online trading, we can win investors with the advantages of information, consultation, research and service, establish the brand of e-commerce, further improve the service quality and level of online securities trading, and truly realize personalized service and characteristic management. This widens the gap with other brokers in online securities business, thus laying the foundation for establishing national famous brands in online securities business.
20 17 Network Marketing Case Analysis Part II
How to do Internet marketing well? How to ensure a good marketing effect? You may have heard countless theories, models and methods. In any case, we need data to speak, and only the result can be a conclusion.
The following is a customer case that we started to operate from the beginning of 20 16 (the data and case have been approved by the customer).
1 customer background: the operator of a private car rental company once placed advertisements through Google SEM. Facing the increasing click cost of Google SEM, he hopes to bring more users to book cars through internet marketing and reduce the advertising cost.
2 Internet marketing start time: 2065438+200665438+1mid-October.
Content of Internet marketing: Through our research, we found that users in this industry have a large number of searches and high keyword bidding. On the other hand, users discuss many topics related to car rental on Facebook, so we finally decided on several marketing methods:
(1)Google SEM: According to the company's main business and website content, through reasonable advertising content settings, reduce the cost of advertising clicks.
(2)Google SEO: Select keywords related to the company's main business and with high search volume, optimize relevant rankings and reduce the click cost of SEM.
(3) Facebook: Introduce topics that users are interested in, improve content coverage through advertisements, set page content, and encourage users to directly query and place orders on Facebook.
4 the results of network marketing:
? (1) Facebook: Nearly five customers consult and book through Facebook every day.
1. 1 Facebook page and data
? (2)SEM: Through optimization, we set the average click cost to 1.29 USD, which is 2 1% lower than the previous 1.64 USD (careful netizens may find that there are two campaigns, one is Monday and Friday, and the other is Tuesday, Wednesday and Thursday, and the two prices are quite different.
1.2 changes in Google advertising costs
? (3)SEO: In google.com.sg, three keywords are never ranked on the second page, and users who come to search naturally visit more than 50 times every day (there are no advertisements on weekends, and the traffic is mainly natural search traffic).
1.3 website daily traffic data
? (4) Traffic: the number of visits per day is about 160, and Alexa ranks around one million, with a recent increase of more than three million places (three months ago, it ranked behind four million places).
1.4 website traffic and comparison with last month
1.5 Global Alexa Ranking and Changes of Website
Sometimes, we listen to people around us saying: now we don't need to do SEO because the search engine algorithm changes too fast; Facebook doesn't have to end. It doesn't work. In this regard, our view is: good things do not need to be explained, and good results can be obtained if the method is correct. The same tool, different use methods, the effect will be completely different. Google algorithm and Facebook are changing rapidly, but if we can master their core laws, use the right methods, stick to it and adjust it in time, I believe we will definitely give you a satisfactory return.
20 17 Network Marketing Case Analysis Part III
In every corner of the world and every city in China, we often see an old man's smiling face, gray beard, white suit and black eyes, always dressed like this. It's this smile, which is probably the most famous and expensive smile in the world, because this amiable old man is a famous fast food chain? KFC? Signs and signs? Harlan. Of course, Colonel Sanders is also the creator of this famous brand. The fried chicken we ate at KFC today was invented by Saunders. From the original street shops to today's gourmet empire, Sandoz and KFC have gone through a bumpy road to entrepreneurship. Although it has experienced a failure, today, KFC has become a leader in the fast food industry.
1987, KFC officially opened its first restaurant in China. Taking this as a starting point, KFC began to gradually integrate into China society and created a marketing model suitable for China's national conditions. So far, KFC has opened more than 1500 stores in the domestic primary and secondary markets, and entered a period of rapid and stable development. As one of the leading brands in the international chain catering industry, KFC has made great achievements in global brand promotion and localized marketing in the past decades. So today, with the ups and downs of the network wave, what unique insights and remarkable successful applications does KFC have in the field of network marketing?
As we all know, online media is a good stage. Generally speaking, similar to FMCG (fast moving consumer goods), the target consumer groups of fast food industry are widely distributed, so the coverage of marketing media should be considered first. Unlike traditional media such as television, radio and printing, online media is not restricted by media. It is an invisible communication space, as long as you have the Internet, you can see the information you want. Many new forms and technologies of the Internet also provide brands with infinitely rich marketing tools.
? For brands like KFC, online marketing media were rarely used a few years ago, and they preferred traditional media such as TV and printing. But there have been obvious changes in recent years. KFC has only used online marketing for two or three years, but its investment in online marketing has been rising rapidly, maintaining a double-digit growth rate every year.
At present, KFC's online marketing initiatives are mainly reflected in online advertising, content and channel cooperation. KFC's choice of network partners mainly considers three factors: first, it depends on the content quality of the website, and a website with good content quality can form a strong enough appeal to consumers and is conducive to the penetration of brands; The other is to look at the degree of brand integration, that is, whether there is any reference between the brands of cooperative websites and KFC brands; The third depends on whether the website traffic meets the requirements of KFC.
? For example, the recent cooperation between KFC and Netease Christmas and New Year greeting card station is a good example of content cooperation between the two sides. Netease greeting card station has a high traffic (the daily traffic is about 32 million in June 5438+February, and the traffic will jump rapidly 10 times during Christmas), and the quality of greeting card design is also excellent, so do our target users. KFC will take advantage of the opportunity of more festivals at the end of the year and the beginning of the year to provide some returns to our users through Netease greeting cards, and also give them a brand impression about KFC. ?
? The cooperation between KFC and Netease is not only that Netease can provide high-quality content and have large user traffic, but also the brand fit between the two parties is a key factor to promote cooperation. As a mass consumer brand, young people play an important role in KFC's consumer groups. Now surfing the internet has become the most important part of young people's lives, and Netease has the greatest appeal among them. By choosing to cooperate with Netease, KFC can effectively reach its target user groups.
Network marketing covers users all over the country, mainly in the primary and secondary markets. KFC has its own unique business philosophy in China: based in China, integrated into life? This is also well reflected in KFC's online marketing strategy.
Network media is regarded as a national marketing media by KFC: you have a website that can be seen all over the country. . In KFC's national membership activities, KFC regards the website as a national media like CCTV, which is no longer the auxiliary of traditional media. There is a simple reason. If a newspaper is distributed to hundreds of thousands of copies, it will be regarded as the mainstream media. Relatively speaking, the daily traffic of online media such as Netease homepage is more than 30 million, so it must be taken seriously as the main media. On the other hand, the development of network users in China is unbalanced. In some provincial capitals and developed areas, the Internet infrastructure is developed and the penetration rate of online media to consumers is high, which also determines that online marketing must also consider the actual situation of enterprises, focusing on developed areas and effective people. At present, KFC has opened more than 65,438+0,500 stores in first-and second-tier cities across the country. Compared with other regions, online advertising investment in these regions will be higher, and the effect of brand promotion and product promotion will be better.
This year KFC launched the biggest fried chicken chops ever? Well, as soon as the new chicken chops were launched, KFC put rich media advertisements on Netease's homepage for the first time, which attracted the attention of online users. But KFC is no longer an early adopter of the new advertising form of rich media. Rich media advertising is very expressive and eye-catching, and it is the best way to attract consumers' attention under the network advertising environment. In addition, as the largest chicken steak in history, Haoba Chicken Chop has a very good hype point, and the special creativity of rich media advertising can undoubtedly make the advertising effect even better. ? Brand customers like KFC, who are at the forefront of marketing, have rich successful experience in online marketing and have a deeper insight into the future of online marketing. Brand integrated marketing integrates offline and online resources into an integrated communication model, resulting in? 1+ 1=3? Effect? .
Online media has become an important channel for KFC to communicate with consumers: KFC often has various new product promotions and member interaction activities. Network is an important entrance for KFC to communicate with users, and network marketing has become an important channel to promote KFC's development. ?