More traditional SMEs feel the urgency of Internet transformation this year.
Most of the surviving enterprises have Internet roots. Even if offline physical stores cannot operate normally, they can also obtain customers through online channels such as websites and applets. However, small and medium-sized enterprises without Internet infrastructure have been hit hard in terms of customer sources and market share to varying degrees, so many traditional enterprises have begun to actively carry out Internet transformation.
However, some business owners believe that the transformation of the Internet is obviously not comprehensive. Many traditional enterprises think that the Internet transformation, such as official websites, short videos, and live delivery, is actually just online channels, and channels are only part of the enterprise Internet transformation. The real transformation of the Internet has already penetrated into five aspects: resources, channels, content, technology and data.
Traditional enterprises have inherent advantages in resources
Traditional enterprises that have operated for many years have more advantages in resources than pure e-commerce enterprises in Internet transformation. Long term offline operation has accumulated stable physical resources and offline supply chain for traditional enterprises, as well as a number of old customers and reputation, which has certain brand influence.
With these advantages, traditional enterprises in the Internet transformation layout only need to reasonably develop and layout online channels, so that the existing resources online and offline can be effectively connected, and then get more traffic through effective promotion, which can quickly promote the process of Internet transformation.
Select appropriate promotion channels to deepen market awareness
The rapid development of the Internet has made today's platform channels diverse, and the corresponding promotion means also have many ways to play, such as building websites and developing small programs as the foothold for Internet users to connect with enterprises, which is only the first step in the transformation of the Internet.
In addition to search marketing based on SEO optimization and SEM bidding, Internet marketing promotion is also divided into information flow advertising, news source marketing promotion, we media promotion, forum marketing promotion, etc.
Although a hundred promotion channels are in full bloom, they are not the more the better. Enterprises should select targeted promotion channels according to the characteristics of their own industries and user groups.
"Content is advertisement" becomes an advanced marketing model
More and more business owners have the feeling that today's consumers have become "soft to eat hard".
The Internet is producing massive new content every day, and users' independent choice is increasingly strengthened. The traditional hard advertising, which is a forced marketing model, will only antagonize users, and the advertising effect will become worse and worse. However, distracted high-quality content has become the core of Internet marketing.
For example, the traditional advertising routine is to directly display the product, with brainwashing advertising language.
In this era of information explosion, good stories can be deeply rooted in people's hearts.
Content delivery strategies vary from platform to platform. For example, dithering and fast hand are both short video platforms, but the user groups on these two platforms are different, and their preferences for content will also be different.
In terms of dithering, users in the first and second tier cities account for 51% of the total users, so dithering is more suitable for grass planting and brand building. Fast hand is the old iron culture, so the video content should be more grounded.
In the era of content marketing, when we use good ideas and forms to produce good content, users will naturally forward comments, so that enterprises will come to more consumers.
Technology is the foundation of traditional enterprise Internet transformation
The process of traditional enterprises' Internet transformation is generally a process of "marketing promotion"+"brand building"+"long-term operation", that is, to build a platform for enterprises to connect with users so as to display and interact with products, continuously produce high-quality content, and do a good job of users' precipitation and fission through the operation of these platforms.
This requires enterprises to have the R&D technology to build PC/mobile websites, applets, APP and other platforms, as well as the ability to operate and promote the platform, so that these platforms can play a role of diversion.
Data analysis is an important guarantee for accurate advertising
In this information and digital society, big data is an important factor to promote enterprise development. Behind the huge data information, it objectively reflects the attributes, behaviors, preferences and other characteristics of users. Through professional analysis and processing of these data, you can take your own interest in marketing promotion and advertising, and achieve accurate delivery of target users.
The value of big data in various fields is becoming more and more significant, and the competition among enterprises in the future will also be the competition of mastering, processing and analyzing big data.
The Internet transformation of traditional enterprises is not a simple channel stacking or product sales through Internet channels, but a process in which each link can use Internet thinking to achieve "traffic acquisition - user transformation - user fission". When an enterprise truly realizes the "five in one" of resources, channels, content, technology and data, it can establish brand advantages and market advantages and achieve business growth.
