The development of Internet applications has not only changed the marketing methods of enterprises, but also changed the behavior of consumers. Therefore, Internet marketing is not only the use of network information technology, but also the use of new methods and concepts to carry out marketing activities. It has very rich content. Overall, the basic purpose and marketing management process of Internet marketing are the same as those of traditional marketing, but there are great differences in the specific implementation and operation process. The following introduces the main content of Internet marketing.
(I) Online market research
Online market research is one of the main functions of Internet marketing. One of the biggest differences between the Internet and traditional media is its interactivity. Marketers can use the interactivity of the Internet to conduct market research. Marketers can collect first-hand information through questionnaires or e-mails, or collect the required second-hand information through search engines.
However, the Internet transcends the limitations of time and space, realizes information sharing, and the amount of information is huge. Therefore, when using the Internet for market research, marketers must not only master the methods of effectively using network tools to conduct investigations and organize information, but also learn how to distinguish useful and reliable information from massive information.
(II) Analysis of online consumer behavior
Consumers in the Internet environment have different characteristics from those in the traditional market environment. They have a large amount of information, and they will interact through the Internet, share experiences and spread word of mouth, etc. Therefore, to carry out effective online marketing activities, it is necessary to have a deep understanding of the demand characteristics, purchase motivations and purchase behavior patterns of online user groups. As a tool for information communication, the Internet is becoming a place where many consumer groups with the same interests and hobbies gather and communicate, forming a distinctive virtual community on the Internet. The key to analyzing online consumer behavior is to understand the characteristics and preferences of consumer groups in these virtual communities.
(III) Online product strategy and service strategy
As an effective information communication channel, the Internet is not only used to promote or sell traditional offline products, but also to innovate product strategies. Due to the difference between the online environment and the real environment, consumers will have differences in product appearance, quality and value perception. Therefore, when conducting product marketing online, it is necessary to reconsider traditional product strategies such as product portfolio and new product development in combination with the characteristics of the Internet. Therefore, many traditional advantage brands have not shown their brand advantages in the online market. In addition, companies can use the interactive features of the Internet to provide online services to consumers, such as Weibo, WeChat, online Q&A, short videos, online live broadcasts, etc. These emerging means provide new opportunities to improve the quality of corporate services to consumers.