1. Internet brand
The establishment and promotion of Internet brand assets is one of the main tasks of Internet marketing. Enterprises can not only improve the visibility of corporate brands and product brands through the communication characteristics of the Internet, but also need to establish the company’s online brand (such as domain name brand). Similar to the traditional market, online brands also have a great influence on consumers in the online market. However, online brands are also different from traditional brands. The establishment of online advantageous brands requires enterprises to re-plan and invest. If enterprises want to fully demonstrate the influence of their brands in online marketing, they must not rely solely on traditional brands. They must make overall planning and investment for traditional brands and online brands to achieve complementarity and interaction between the two.
2. Internet pricing strategy
The development of information technology has made the pricing of goods and services in the Internet environment more complicated. In the Internet environment, consumers can obtain information more conveniently and obtain more information. Consumer rights will also increase accordingly, so they have the pricing power of goods to a certain extent. In addition, due to the information sharing of the Internet, the transparency of commodity pricing has increased. Enterprises and consumers can understand the selling price of all sellers of a commodity or service through the Internet. Therefore, the pricing strategy in Internet marketing is different from that in the traditional market. Enterprises must consider the impact of the characteristics of the Internet on product pricing.
3. Online sales channel strategy
The development of the Internet has created many opportunities for corporate distribution. If transactions can be completed through the Internet, consumers can perform self-service work, which not only brings convenience to consumers themselves, but also reduces the cost of enterprises.
However, with the development of online sales, online channels have gradually evolved into a complex and huge system. Enterprises can establish online sales platforms themselves or distribute their products through existing online channel dealers. Therefore, how to select channel members, evaluate channel members, how to scientifically and systematically plan channels, and avoid conflicts with traditional channels are all important contents in online marketing channel management.
4. Online sales promotion strategy
As a two-way communication channel, the biggest advantage of the Internet is that both parties can communicate directly without the limitations of time and space, and it is simple, efficient and inexpensive. At present, online advertising has developed rapidly as an emerging industry. As an advertisement published in the fourth type of media, online advertising has advantages that cannot be matched by advertisements published in traditional media such as newspapers, magazines, radio broadcasts and television, that is, online advertising is interactive and direct.
5. Internet Marketing Management Due to the anonymity of the Internet and the inadequate supervision of relevant government departments, Internet marketing faces many new problems that traditional marketing activities cannot encounter, such as the problem of ensuring the quantity of online products, protecting consumer privacy, and information security. Since the speed of Internet information dissemination is very fast, and netizens react strongly and quickly to negative news, companies must attach great importance to these issues and effectively control them through reasonable Internet marketing management, otherwise the Internet marketing effect will be counterproductive.