Internet marketing was born in the 1990s and developed from the end of the 20th century to the present. There are three main backgrounds for the emergence and development of online marketing, namely the development of network information technology, changes in consumer values, and fierce business competition. Internet marketing is a new marketing model that uses the Internet as the media, uses new ways, methods and concepts, and formulates and implements marketing activities through a series of charming Internet marketing plans to more effectively promote the realization of individual and organizational transaction activities. It is an integral part of the overall marketing strategy of the enterprise. It is a variety of activities carried out to achieve the overall or partial business goals of the enterprise and to create an online business environment using the Internet as the basic means. Synonyms for the concept of online marketing include: online marketing, Internet marketing, online marketing, Internet marketing, word-of-mouth marketing, online event marketing, social media marketing, Weibo marketing, etc. These words all mean the same thing. Generally speaking, Internet marketing is a marketing activity carried out using the Internet as the main means.
1. Development Prospects of Internet Marketing
In June 2001, the number of Chinese Internet users reached 485 million. Ranked first in the world. The huge number of people surfing the Internet brings huge business opportunities. In European and American countries, more than 90% of companies have established their own websites; it has become a habit to find customers and products they need through the Internet. If a company wants to purchase something, especially when purchasing for the first time, it will first conduct a preliminary search and selection online, and then further contact the supplier. The huge online consumer groups, especially the changes in business habits of enterprises, provide a broad space for online marketing. The cross-time and space nature of Internet marketing is undoubtedly a "heavy artillery shell" that will have a huge impact on the entire marketing. With the development and growth of China's online marketing, Chinese companies' demand for online marketing talents continues to increase. The demand for online marketing-related positions is increasing day by day, which brings huge career opportunities. At the same time, it also places new requirements on the skills of practitioners. In this context, online marketing training also began to develop. To be a prophet, you must also be a pioneer. With the development of science and technology and the surge in the number of Internet users, the Internet plays an increasingly important role in people's daily lives; at the same time, Internet marketing and promotion are gradually becoming the most important and The most effective marketing promotion method. According to statistics, 80% of individuals and companies abroad choose online media for marketing and promotion, and have achieved excellent results. In China, although only 7~8% of people choose "online marketing", which is less than one-tenth of those in foreign countries, only among the "10" who choose online marketing, most of the companies, Because of the powerful power of online marketing, individuals can temporarily stand out in the competition with their opponents and win business opportunities. With the further expansion of the influence of the Internet, as people's understanding of Internet marketing further deepens, and more and more successful cases of Internet marketing promotion appear, people have begun to realize the many advantages of Internet marketing and are increasingly using it. Network marketing promotion. When the electric light first appeared, no one thought it could be widely used around the world; when the Internet first appeared, many people thought it was just a flash in the pan... Only those who dare to be the first, seize opportunities, and have the courage to try can survive the development of the times. Be the first to awaken, then seize the opportunity and achieve success. History is always surprisingly similar, and the same is true today. When people are waiting and watching, can you first realize the powerful power of Internet marketing? When people are hesitant, can you use the Internet for marketing promotion? A decision now will determine the starting point of your life and the height of your career. Opportunities have arisen, it depends on who can seize them.
2. The Current Situation of Internet Marketing in my country
In my country, Internet marketing started relatively late, and it was not until 1996 that it began to be tried by Chinese companies. 1997-2000 was the initial stage of online marketing in my country. E-commerce developed rapidly, and more and more companies began to pay attention to online marketing. Since 2000, Internet marketing has entered the application and development stage, and the Internet marketing service market has initially taken shape: corporate website construction has developed rapidly; online advertising has continued to innovate; marketing tools and methods have continued to emerge and develop. By the end of June 2008, China had 253 million Internet users, ranking first in the world, and the number of online shoppers reached 63.29 million. By the end of 2009, China had nearly 400 million Internet users, ranking first in the world. In June 2010, the total number of Internet users reached 420 million.
As of the end of June 2011, the total number of Internet users in my country reached 485 million, and the Internet penetration rate was 36.2%, an increase of 1.9 percentage points from the end of 2010. At present, online marketing activities such as online research, online advertising, online distribution, and online services are actively involved in the production and operation of enterprises.
3. Internet Marketing Environment
1. Internal environment of the enterprise: The internal environment of the enterprise includes the relationship and coordination and cooperation of various departments within the enterprise, coordinating the relationship between the marketing department and other departments, and Ensure the smooth development of corporate marketing activities. 2. Suppliers: Suppliers are companies or individuals that provide production and operation needs to enterprises and their competitors. Suppliers have a substantial impact on a company's marketing operations. 3. Marketing intermediary: A company that coordinates corporate promotion and distribution of its products to final buyers. 4. Customers or users: Customers or users are the market where the company's products are sold, and are the company's direct or final marketing target. The development of network technology has greatly eliminated the geographical restrictions between enterprises and customers, creating a mechanism that makes it easier for both parties to approach and exchange information. Customers can get more demand information through the Internet, making their purchasing behavior more rational. 5. Competitors: Competition is an inevitable law of commodity economic activities, and online marketing is no exception.
4. Basic Principles of Internet Marketing
Liu Dongming, a specially appointed Internet marketing expert from Tsinghua University’s President Class, pointed out in the "Integrated Network Marketing Weapon Spectrum" that in the Internet marketing world, traditional marketing classics are no longer available. Applicable. Consumers rule the world, the media is the emperor in the era of traditional communication, and YOU is the new king in the era of online communication! In the era of traditional media, information dissemination is "church-style". Information flows from top to bottom in a one-way linear manner, and consumers can only passively accept it. In the era of online media, information dissemination is "market-style", with multi-directional and interactive flow of information. The sounds are diverse, noisy, and different from each other. Online media has brought about the explosive growth of various "self-media", such as blogs, forums, IM, SNS... With the help of this, every grassroots consumer has his own "mouth" and "ears". Faced with these "long tails of uprising", traditional marketing methods like "hunting" have to become "fishing": marketers need to learn to use "creative fire" to stew attractive "bait", and brand information as "fish" Hook” is cleverly wrapped in it.
5. Strategic Analysis of Internet Marketing
Marketing is the planning and implementation of ideas, products, service concepts, pricing, promotion and distribution in order to create and realize transactions between individuals and organizations. process. Internet marketing is an inevitable product of the development of human economy, technology, and culture. Internet marketing is not limited by time and space, and has changed traditional marketing forms and formats to a great extent. Zhongqi Promotion Liu Yuhan said that for enterprises, online marketing improves work efficiency, reduces costs, expands the market, and brings social and economic benefits to enterprises. Compared with traditional marketing, online marketing is international, information-based and paperless, and has become a marketing development trend in various countries. To carry out Internet marketing correctly and perfectly, there are six stages: Control them, limit them, push them, contact them, catch them. 1. Analysis generated by Internet marketing In the era of information network, the application of network technology has changed the distribution and reception of information. way, changing the environment in which people live, work and study, cooperate and communicate. Enterprises are also taking advantage of the rapid development of new network technologies to promote their rapid development. Internet marketing uses the Internet as a media to implement marketing activities in new ways, methods and concepts to more effectively promote the realization of individual and organizational transaction activities. How companies carry out online marketing and occupy emerging markets in such a market with huge potential is both an opportunity and a challenge for the company. Internet marketing also arises from changes in consumer values: meeting consumer needs is the eternal core of business operations. Using the technological commanding heights of the Internet to provide consumers with various types of services is an important way to gain future competitive advantage. 2. Analysis of the basic characteristics of Internet marketing Fairness: In Internet marketing, all companies stand on the same starting line. Fairness only means providing equal competitive opportunities to different companies and different individuals, but it does not mean equality in wealth distribution. Virtuality: Due to the Internet, the traditional concept of space has changed, and a virtual space or virtual society that is different from the actual geographical space has emerged. Symmetry: In network marketing, interconnectivity greatly reduces information asymmetry. Consumers can search for any information they want from the Internet and get timely guidance from relevant experts.
Ambiguity: Due to the Internet, many boundaries that people take for granted have become blurred. Among them, the most significant is the blurring of enterprise boundaries, the blurring of producers and consumers, and the blurring of products and services. Complexity: Due to the ambiguity of online marketing, economic activities have become confusing and difficult to distinguish. Monopoly: The monopoly of online marketing is a monopoly formed by creative destruction. It exists in the short term because the continuous emergence of new technologies will cause new monopolies to continuously replace old monopolies. Multiplicity: In online marketing, a transaction often involves multiple buyer-seller relationships. Speed: Due to the Internet, economic activities have the characteristics of rapid operation. You can quickly search for any information you need and respond to the market immediately. Positive feedback: In online marketing, due to the speed of information transmission, frequent, rapid, and violent interactions occur between people, thus forming a continuously strengthening positive feedback mechanism. Global: Due to the Internet, it transcends national boundaries and regional restrictions, making the entire world's economic activities closely linked. The rapid flow of information, currency, goods and services has greatly promoted the process of world economic integration. 3. Analysis of the competitive advantages of Internet marketing Cost and expense control: The most direct competitive advantage that Internet marketing brings to enterprises is the control of enterprise costs and expenses. Internet marketing adopts a new marketing management model. It transforms the traditional corporate marketing management organizational structure and operating model through the Internet, and integrates other related departments such as production departments and purchasing departments to achieve maximum control of corporate costs and expenses. Using the Internet to reduce costs such as transportation, communication, labor, finance and office rent in management can maximize management efficiency. It is precisely because the management costs of online businesses are relatively low that many companies that start online businesses are able to start their own businesses and need development opportunities. Satisfy customers: In the fierce market competition, nothing is more important than satisfying customers. By using the Internet, companies can put information such as product introductions, technical support, and ordering status online. Customers can selectively learn relevant information anytime, anywhere according to their needs. This overcomes time and space constraints in serving customers. Satisfy the individual needs of consumers: Internet marketing is a consumer-oriented marketing method that emphasizes individualization; Internet marketing has strong interactivity between enterprises and consumers and fundamentally improves consumer satisfaction; Internet marketing Marketing can meet consumers' needs for shopping convenience, save the distance and time consumption of shopping in shopping malls, and improve consumers' shopping efficiency; because online marketing can save companies huge promotion and circulation costs, the cost of products and Price reductions make it possible to purchase at lower prices. 4. Analysis of the competitive principles of online marketing In online marketing, companies must adapt to changes in the environment and adopt new competitive principles in order to win in the fierce competition. Personal market principle: In online marketing, computers and networks can be used to adapt to individual needs and provide low-cost, high-quality products or services in a targeted manner. Principle of adaptability: Due to the existence of interconnectivity, market competition is carried out on a global scale, and the market is changing rapidly. The company's products must be able to adapt to the changing personal needs of consumers, the company's behavior must adapt to rapid changes in the market, and the corporate organization must be flexible and able to adapt to market changes and expand easily. Value chain principle: The production and operation of a product will have multiple links, and each link may add value. We call this as a whole the value chain. Companies should not only focus on the value-added of one branch of the value chain, but should focus on the integration of the value chain and the value-added of the entire value chain. Specification principle: First find out representative personal habits, preferences and tastes, and use this to produce products that meet personal needs. The company then identifies large numbers of potential customers of the same type, treats them as a separate group, and sells to them. Mainstreaming principle: The practice of giving away first-generation products in order to win the largest market share is called the mainstreaming principle. Although the initial costs for companies to build digital products and infrastructure are large, the costs of continuing to expand are small, creating new economies of scale. 5. Analysis of Internet Marketing Competitive Strategy Internet marketing companies must strengthen their own capabilities and change the competitive strength between the company and other competitors.
Consolidate the company's existing competitive advantages: Companies that use online marketing can have a deep understanding of the requirements and potential needs of current customers, and also have a certain understanding of the needs of the company's potential customers, and the marketing strategies and plans they formulate are highly targeted. And scientific, easy to implement and control, and successfully complete marketing goals. With the help of the database, the company's marketing strategy is highly targeted, which reduces marketing expenses while increasing sales revenue. Strengthen communication with customers: Internet marketing is customer-centered, and a large amount of relevant data about current customers and potential customers is stored in the database. The company can provide specific products and services based on customer needs, which are highly targeted and timely, and can greatly meet customer needs. Customers' rationality and knowledge require participation in product design and production to satisfy their needs to the greatest extent. Through the Internet and large databases, companies can provide customers with personalized services at low cost. Set up obstacles for intruders: Designing and establishing an effective and complete online marketing system is a long-term systematic project that requires a lot of manpower, material and financial resources. Once a company has achieved effective Internet marketing, it becomes difficult for competitors to enter the company's target market. Because competitors have to spend considerable costs to build a similar database, and it is almost impossible. 6. Analysis of Internet Marketing Strategy Implementation and Control When a company implements Internet marketing, it must consider the company's goals, company size, number of customers and purchase frequency, product type, product cycle and competitive position; it must also consider whether the company can support Technology investment, technology development and application during decision-making, etc. The formulation of an Internet marketing strategy must go through three stages: first, determine the target advantages, analyze whether the implementation of Internet marketing can promote the market growth of the company, and achieve revenue growth and reduce marketing costs by improving implementation strategies; second, analyze and consider when calculating benefits. Strategic needs and future benefits; the third is a comprehensive evaluation of online marketing strategy. Zhongqi Promotion Liu Yuhan said that after the company decides to adopt an Internet marketing strategy, it must organize the planning and execution of the strategy. Internet marketing uses new technologies to transform and improve current marketing channels and methods. It involves the company's organization, culture and management. in all aspects. If not effectively planned and executed, the strategy may be just an additional marketing method, proposing improved goals and methods; technical planning, that is, a very important point in Internet marketing is to have strong technical investment and support, so financial investment and System purchase and installation, as well as personnel training should be arranged as a whole; organizational planning, that is, after realizing database marketing, the company's organization needs to be adjusted to cooperate with the implementation of the strategy, such as adding a technical support department, a data collection and processing department, and adjusting the original Marketing department, etc.; management planning, that is, changes in management that are bound to be required after organizational changes. The company's management must adapt to the needs of online marketing. After the implementation of the plan for online marketing: first, attention should be paid to control to evaluate whether the competitive advantage of the strategy is fully utilized and whether there is room for improvement; second, problems during the execution of the plan must be promptly identified and improved; third, the evaluation of technology and adoption. 7. Analysis of the economic principles of Internet marketing Supply and demand: In Internet marketing, when supply increases, prices will decrease, resulting in an increase in demand; supply decreases, and prices will increase, resulting in a decrease in demand; for example, once users of Microsoft use the For the company's products, they are unwilling to learn to use other systems, and continue to purchase new versions of the original system, becoming more and more dependent on its products, and the law of increasing marginal utility appears. Unemployment: The network economic theory involved in network marketing can improve labor productivity, prosper the economy, create new industries and increase new employment opportunities, and can achieve the coexistence of high-speed economic growth, low unemployment rate, and low inflation rate. Liu Yuhan: In network marketing, it is an economic model that adds value to information. Value-added can produce more information, and more information can further add value. This special, continuous cycle of information collection is called learning. In industries that learn quickly, such as communications and computers, economies of scale can translate into quality.
Internet Marketing Classification
1. Different classifications based on service objects
A. Personal Internet Marketing Individuals can conduct marketing through the Internet. Currently, this method It has been widely used by the majority of netizens. Typical applications include the vast number of "Taobao sellers", "Sister Furong", "Sister Feng" and other Internet speculators who are famous through the Internet.
B. Enterprise Internet Marketing The commercial value of the Internet should become the mainstream of Internet marketing. Currently, a large number of enterprises expand their businesses through Internet marketing.
2. Divide by application scope
A. Broadly speaking, Internet marketing uses the Internet as the main means (including Intranet, EDI industry system dedicated line network and Internet International Internet) marketing activities. B. Internet marketing in a narrow sense Internet marketing in a narrow sense refers to a series of business activities of products and services conducted by organizations or individuals based on an open and convenient Internet to meet the needs of organizations or individuals. C. Integrated Internet Marketing In 2002, senior Internet marketing practitioner Ao Chunhua proposed the concept of integrated Internet marketing: Internet marketing is an integral part of the overall marketing strategy of the enterprise. It is carried out to achieve the overall business objectives of the enterprise and is created using the Internet as the basic means. Various activities in the online business environment. The core of this definition is to operate an online environment. I think this environment can be understood as a process of creating brand value proposed by integrated marketing, integrating various effective online marketing methods to create a better marketing environment. D. Subversive Internet Marketing The "subversive Internet marketing" model broke out in 2010. Founder Zheng Junya believes that enterprises should jump out of this ordinary level, use high-end business planning as a guide, break through conventional online marketing methods, and create unique, novel, creative, attractive, and lasting subversive online marketing methods in order to achieve online marketing effects. . E. Social media marketing Social media marketing is a way to use social networks, online communities, blogs, encyclopedias or other Internet collaboration platform media to carry out marketing, sales, public relations and customer service maintenance and development. General social media marketing tools include forums, Weibo, blogs, SNS, Flickr and Video, etc. F. Asymmetric Internet Marketing Asymmetric competition is a new concept in traditional enterprises. In the era of the outbreak of Internet marketing in 2010, Mr. Wan Chengwei introduced it to Internet marketing and successfully transformed the concept of asymmetric competition into something that can be used Internet marketing model. Enterprises should focus on their own positioning and achieve win-win online marketing effects through network marketing methods such as hardcover, amplification, uniqueness, memory, side brands, and differentiated advantages. G. Volume-based Internet marketing is also called volume-based Internet promotion. In 2011, Mr. Wang Tianxing, general manager of Star Media and famous Internet marketing planner, proposed that since the Internet marketing market has just started in China and the service level is uneven, there is an urgent need for a mass-marketing method. We will standardize the development of the industry through online marketing methods such as fast food and fast food, allowing enterprises to truly make their own choices.
3. Classify according to specific promotion methods
Word-of-mouth marketing, online advertising, media marketing, event marketing, search engine marketing (SEM), email marketing, digital network marketing
Database marketing, SMS marketing, electronic magazine marketing, viral marketing, Q&A marketing, QQ group marketing, blog marketing, Weibo marketing, forum marketing, social media marketing, product information release for B2B business websites, and Platform marketing and so on.
4. Classification based on interaction with customers
● Online consultation - instant messaging represented by guestbook, online consultation form, QQ, MSN, etc.; represented by Baidu Shangqiao and 53KF online customer service. ● Email and mailing list ● Help or FAQS (frequently asked questions) ● Business forum (BBS) or customer communication community m-pasc marketing customization system M-PASC marketing parent system Enterprise marketing is a systematic project. We start from strategic business units The marketing enterprise is divided into five parts, with M market strategy (Marketing) as the core, P sales management department Product, A advertising creativity AD (Advertising), S online promotion SEM (Search Engine Marketing), and C communications as support. That is, do the work right first, and then do the right work.
M-PASC marketing subsystem M1 marketing research M2 profit model customization M3 consumption insights M4 brand positioning M5 product category innovation A1 advertising creative production A2 product BSP/USP packaging design A3 corporate brand image design (CIS) A4 terminal contact design C1 media communication Strategy P1 product launch distribution plan P2 sales practical training P3 channel terminal promotion S1 Internet marketing SEM/SEO After analyzing the marketing 3C insights (consumers/customers/competitors), we will provide suitable customer-based solutions based on marketing quantification and effect payment methods. Realistic and effective solutions.
Characteristics of Internet Marketing
With the maturity of Internet technology and the low cost of networking, the Internet is like a "universal glue" that connects companies, groups, organizations and individuals across time and space. Being connected together makes the exchange of information between them "easy to get". The most important and essential aspect of marketing is the dissemination and exchange of information between organizations and individuals. If there is no exchange of information, then the transaction will have no basis. Because of this, the Internet has certain characteristics required by marketing, which makes online marketing exhibit some characteristics. At present, there are two mainstream academic views on the characteristics of Internet marketing. In fact, they are both similar. The following is an introduction to you:
1. Time domain
The ultimate goal of marketing It is to occupy market share. Since the Internet can exchange information beyond time constraints and space constraints, it becomes possible for marketing to conduct transactions without time and space constraints. Enterprises have more time and larger space for marketing, which can be done every day, 7 days a week. Provide global marketing services anytime, anywhere 24 hours a day.
2. Rich media
The Internet is designed to transmit information in a variety of media, such as text, sound, images and other information, so that the exchange of information to complete transactions can be carried out in multiple ways. This form of existence and exchange can give full play to the creativity and initiative of marketers.
3. Interactive
The Internet realizes supply and demand interaction and two-way communication by displaying product images and providing relevant queries in the product information database. Activities such as product testing and consumer satisfaction surveys can also be conducted. The Internet provides the best tool for product joint design, product information release, and various technical services.
4. Personalization
Promotion on the Internet is one-to-one, rational, consumer-led, non-forced, step-by-step, and a low-level Cost-effective and humane promotions avoid the interference of salesmen's strong sales, and establish long-term and good relationships with consumers through information provision and interactive conversations.
5. Growth
The number of Internet users is growing rapidly and spreads all over the world. Users are mostly young, middle-class, and highly educated. Because these groups have strong purchasing power and a lot of With strong market influence, it is a market channel with great development potential.
6. Integration
Marketing on the Internet can be integrated from product information to payment and after-sales service, so it is also a full-process marketing channel. On the other hand, Yuhan Network suggested that enterprises can use the Internet to design, plan and coordinate the implementation of different communication and marketing activities in a unified way, convey information to consumers with unified communication information, and avoid the negative impact of inconsistency in different communication.
7. Advancement
The Internet is the most powerful marketing tool. It also combines channels, promotions, electronic transactions, interactive customer services, and market information analysis and Various functions provided. Its one-to-one marketing capabilities are in line with the future trends of customized marketing and direct marketing.
8. Efficiency
Computers can store a large amount of information and query it on behalf of consumers. The amount and accuracy of information that can be transmitted far exceeds that of other media, and it can respond to market demand. Update products or adjust prices in a timely manner, so you can effectively understand and meet customer needs in a timely manner.
9. Economical
Exchanging information through the Internet replaces the previous physical exchange. On the one hand, it can reduce printing and postal costs, sell without a store, avoid paying rent, and save water and electricity. And labor costs, on the other hand, can reduce losses caused by roundabout multiple exchanges.
10. Technical
Internet marketing is mostly through online workers (witkeys, etc.) and through their series of publicity and promotion. The technical content is relatively low. For customers, it is a business activity with low cost and high output.
Internet Marketing Steps
The first step is to move your business to the Internet comprehensively and quickly. When an enterprise establishes its own Internet marketing plan, it must first consider that its website is a marketing website. The second step is to promote and maintain your own corporate website through a variety of online marketing tools and methods. Any publicity and promotion activities we do on the Internet must be centered on the company's website. The third step is website traffic monitoring and management. Usually we use traffic monitoring and analysis systems and online customer service systems to achieve this. A marketing website needs an online customer service system with integrated functions to help us proactively initiate negotiations and convert effective traffic (potential customers or intended customers) into online sales in a timely manner.
1. Marketing plan formulation ideas
1. Internet marketing strategic planning: overall goals and strategic plans; 2. Internet marketing plan: ①. Internet marketing goals; ②. Enterprise implementation of Internet The content and method of marketing; ③. Corporate web design framework; ④. Internet marketing implementation plan; ⑤. Issues that should be paid attention to in Internet marketing
2. Today’s Internet marketing tools
1. Yellow Pages Login: Add your company information to the company information database of thousands of business websites in a short time, making it easier for your potential customers to find relevant information about your company through the Internet. 2. Product promotion: Member users can quickly publish various set corporate products, including product sample pictures, to the product libraries of thousands of B2B platforms to achieve image product promotion. 3. Business information release: Quickly publish each different company's business information to thousands of B2B platforms and industry websites corresponding to industry categories, assisting member users to achieve overwhelming publicity of business opportunities.
3. Internet Marketing Strategy
New Internet marketing, promotion strategies have the following methods: 1. Online discount promotion Discount, also known as discount, discount, is currently the most commonly used online method. a promotional method. Because the current enthusiasm of netizens for online shopping is much lower than that of traditional shopping places such as shopping malls and supermarkets, the prices of online products are generally lower than those sold in traditional ways to attract people to buy. Since goods sold online cannot give people a comprehensive and intuitive impression, and cannot be tried or touched, coupled with the complexity of delivery costs and payment methods, the enthusiasm for online shopping and ordering has declined. And relatively large discounts can encourage consumers to try online shopping and make purchasing decisions. Currently, most of the products sold online have varying degrees of price discounts. 2. Online gift promotions. Gift promotions are not widely used online at present. Generally speaking, gift promotions can achieve better promotional effects when launching trials of new products, product updates, fighting against competitive brands, and opening up new markets. Advantages of gift promotions: It can increase the visibility of the brand and website; encourage people to visit the website frequently to obtain more preferential information; it can summarize and analyze the marketing effect and the reaction of the product itself based on the enthusiasm of consumers for additional products. 3. Online lottery promotion: Lottery promotion is one of the most widely used forms of promotion online, and it is a promotion method that most websites are willing to adopt. Lottery promotion is the promotion of goods or services by one or several people obtaining prizes that exceed the cost of participating in the event. Online lottery activities are mainly attached to surveys, product sales, expanding user groups, celebrations, promoting certain activities, etc. Consumers or visitors obtain lottery opportunities by filling out questionnaires, registering, purchasing products or participating in online activities. 4. Points promotion: The application of points promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online points activities are easy to implement through programming and databases, and the results are highly reliable and relatively simple to operate. Points promotions generally set higher-value prizes, and consumers can increase points to obtain prizes by purchasing multiple times or participating in an event multiple times. Points promotion can increase the number of times Internet users visit the website and participate in certain activities; it can increase Internet users' loyalty to the website; it can increase the visibility of the activity, etc.
5. Search engine marketing: According to CNNIC's "2007 China Search Engine Market Survey Report", 44.71% of Internet users frequently use search engines (multiple times a day), and 17.2% of users use search engines once a day, that is, The number of users who use search engines every day is as high as 69.4%, which means that more than half of Internet users have begun to rely on the use of search engines. It mainly includes: logging in to search engines such as Baidu, GOOGLE, Yahoo, Sogou, iAsk, and Zhongsou, and directory websites such as Sina Category Directory, Yahoo Directory, and Sohu Category Directory, as well as keyword analysis, search engine ranking optimization and maintenance, and search result page location. Search engine optimization and marketing services consisting of bidding and other marketing forms.