How to make use of the network platform to better build the brand of an enterprise?

 　　   明星事件拉動(dòng)＋網(wǎng)上促銷

Recently, many brand enterprises began to do e-commerce.

Many clothing sports brands are committed to building e-commerce brand. "

Chen Qian, vice president of network, said that the Internet media has a very interesting characteristic. The Internet media is also a media and a sales channel. It not only lets everyone get the brand interest, but also embodies the value. As long as the event marketing is well done, it can also enhance the sales volume of the enterprise.

He cited a case of e-commerce marketing in clothing enterprises: the enterprise has only English names without Chinese names, resulting in its very few searches for Baidu's online brand words, which means its network attention is very low.

Is there any way to change this situation?

Later they signed a very famous rock band rock, and planned a fan meeting activity, and then let the enterprise launch its "limited edition T-Shirt1000" advertisement on its e-commerce website.

As a result, after the fans' meeting activities, the e-commerce website's browsing volume increased by 10 times, and the online orders increased by 10 times.

"It can be seen that it is a very good way to promote the brand of e-commerce through the stars.

Chen Qianru said.

  　　  策劃事件＋立體式炒作

Lu Liang, managing director of Taobao Digital Entertainment Limited, introduced a case of "mobile Taobao" network three-dimensional marketing, which has been called a milestone in the development of China's wireless Internet.

On the basis of the existing knowledge of Taobao, how can we quickly enhance the user's popularity and shopping attempt for mobile Taobao, and improve the effective pmission arrival rate?

Starting with the most common "second killing" of users, Taobao has made a strong contrast with the high univalent "car" and the low price "one dollar", opening the prelude through a vigorous "one dollar second killing car".

At the beginning, Taobao posted hot posts on the horizon, "Citroen, 1 yuan to me, I don't want it!" post, and then launched the Internet dissemination of "one dollar" kill "a car" in Xinhuanet, global financial network, Sina, NetEase, Tencent and so on.

With the stir up of Internet media, more than 100 traditional media such as the Southern Metropolis Daily followed up this incident.

To the kill time - at 12:30 on August 18, 2009, the first spike killed the user at 12:30:00, but it was canceled because of cheating. Before 12:30:00~12:30:04, due to the large number of visits to the network, second users were killed at 12:30:04, which eventually became a lucky spike user.

During the spike period, there is only one vehicle for spike killing. In order to get more members to participate, Taobao will give 1 yuan Taobao cash bonus to all members who come to kill the spike. In the last order of spike order, 8 will send 10 yuan cash in red packets. The order is 18 yuan, 818, 1818, 2818, 3818 and 4818.

During the whole "one dollar spike" campaign, more than 6 million people participated in the activity, and 1 million of the members visited Taobao on the same day.

After the end of the spike activity, in order to highlight the authenticity of the activities, the media successively reported the successful spike users.

After the end of spike activity, in August 25th, the car killing ceremony was held in Hangzhou Taobao.

Follow up reports have aroused great repercussions in society, and nearly 17000 reports have been searched for in Baidu.

"During the whole event, under the spread of events, under the stereoscopic pmission of Internet media, traditional TV media and traditional paper media, the number of users of Taobao Mobile has exceeded 100 million."

Lu Liang said.

Improving search degree and stimulating attention

"Internet marketing has become an important means of brand development and sales promotion in the future."

Zhang Zhi, the honorary director of Taipei Internet advertising and Media Management Association, has come out with the unanimous voice of the industry.

How can we use event marketing to promote the development of e-commerce?

He thinks borrowing is very important.

He suggested that B2C e-commerce enterprises could buy some keywords like Baidu and other search engines.

World Expo will soon be convened, and enterprises can do some practical marketing to stimulate users' attention to search engines.

For example, last year, Anta launched a three-dimensional network dissemination with the help of COC partners. Through the three-dimensional dissemination of news topics, forum posting and portal advertising, the number of search for Anta and search Olympic Committee increased by 300% over the past day, while Anta's total exposure rate reached 10 billion 400 million, and the total click through rate reached 6 million 920 thousand times.

Through this series of in-depth brand promotion activities, to a certain extent, greatly promoted the progress of Anta's e-commerce.

"A company's high degree of search means that its attention is high. Internet users will go in two places, or go directly to the physical store to buy your product, or go directly to the official website.

After purchase, there will be word of mouth. He will do some dissemination among his friends, such as micro-blog and forum.

It is very beneficial to brand communication.

He said.

Rui Jing Wen, chief operating officer of AI Consulting Group, also said that search engine marketing is of great significance in network marketing, because customers can search for key words better, and enterprises can achieve precise marketing and effective marketing better.

For example, now some network alliance platforms will integrate some media resources after purchasing some female media, forming a network alliance aimed at women, so that a group of female consumers can be gathered.

"It can be said that through different keywords to lock users, the existing way of obtaining internet information has changed the habit of fixed consumption for consumers at a certain level, and it is also an important means for enterprises to expand their brand and sales."