Internet marketing plan

This article directory 1 network marketing plan 2 network marketing plan book 3 network marketing plan book 1 : Internet marketing plan

The characteristics of online media determine the specific requirements of online advertising planning. If the high degree of interactivity of the Internet makes online advertising no longer just a creative expression and information release, advertisers will have higher requirements for the response of advertisements; the timeliness of the Internet is very important, and the production time of online advertisements is short. The online time is fast, the response of the customer group is also immediate, and the evaluation of the advertising effect and the adjustment of the advertising strategy must also be immediate. Therefore, the use of traditional advertising planning steps in online advertising can be said to be very different, so online advertising has its own planning process, as follows:

The online advertising planning process can be roughly divided into the following aspects:

First, determine the goals of online advertising:

The role of advertising goals is to enable consumers to generate changes in brand awareness, emotions, attitudes, and behaviors through information communication, thereby achieving the company's marketing goals. There are different advertising goals in different development stages of the company, such as image advertisements or product advertisements. The advertisements for product advertisements at different stages of development of products can be divided into providing information, persuading purchases and reminding use.

Second, determine the target group of online advertising: that is, determine who the network advertising wants to see, determine which group, which class, which area. Only by getting the right users to participate in the advertising information campaign can the advertising effectively achieve its goals.

Third, the innovation and strategic choice of online advertising

1. Have a clear and powerful title: The advertising title is a general, conceptual and dominant language that appeals to consumers.

2, simple advertising information; web teaching network

3. Develop interactivity: such as adding game features to online advertising to increase visitors' interest in advertising;

4. Reasonable time factors for online advertising.

5. Correctly determine the budget for online advertising expenses:

6. Design a test plan for online advertising

Fourth, the distribution channels and methods of online advertising

Nokia N85 online advertising plan

Foreword

Nokia is a global leader in mobile communications. In 1985, Nokia opened its first office in Beijing. With its vast experience and innovative technology, as well as the user-friendliness, reliability and quality of its products and solutions, Nokia is not only the world's leading provider of mobile phones, but also a leading provider of mobile and IP networks.

Nokia's success is mainly attributed to its unique corporate culture that emphasizes and focuses on product innovation and customer satisfaction, and motivates employees by creating a highly trusted and independent environment that provides employees with opportunities for personal and professional development. With the advent of the 3G era, Nokia has introduced a number of new products to meet the needs of the market. The N85 is catching up with the 3G era and is listed with a new image and new concept.

The first part of the market analysis

One. Marketing environment analysis

1. The overall size and consumption situation of the mobile phone market

According to the latest statistics released by Dataquest, after the first quarter of 2000, Chinese mobile phone users surpassed Japan's 51.1 million with 51.7 million, ranking first in Asia and second in the world. Nokia's forecast for the Chinese market is: By 2004, China's mobile phone users will increase from 68 million in 2000 to 250 million, and the update rate of mobile phones will increase from 10% in 1999 to 15%. The huge potential of the Chinese mobile phone market is evident.

3. The dominant mobile phone brand in the market

The three giants of Nokia, Motorola and Ericsson accounted for the majority of the mobile phone market, with a total of 82%. Among them, the competition between Nokia and Motorola is particularly fierce. Whether in the Beijing market or the Shanghai market, the market share of both is very close. Ericsson has a large market in Shanghai. In addition, the three giants have different market segments: Ericsson is more popular among young people and low-income people, Motorola is favored by people over 25 years old and middle-income earners, while Nokia is more 25-34 years old and low-income, high. Income earners buy.

two. consumer analysis

With the advancement of technology, mobile phone products have been extended from a simple call function a few years ago to a variety of functions such as SMS, Internet, reminders, dictionaries, etc., and new business phones have been added to the variety, and the appearance and color are more colorful. People's demand for mobile phones is not limited to functions, but higher requirements are placed on product styling.

three. product analysis

Mobile phone nickname N85

Mobile phone standard 3G

Support frequency band 900/1800/1900/2100MHz

Internet connection GSM/GPRS/EDGE/WCDMA/HSDPA

Operating System Symbian S60 Fifth Edition

Standard battery 1200mAh View mobile phone battery offer

Mobile phone talk time GSM-540; WCDMA-270; VoIP--540 minutes

p; mobile phone standby time GSM-363; WCDMA-363; WLAN-172 hours

Ringtone types are available in MP3, WAV, AAC or Chord Midi ringtone formats

Standard Nokia battery, small travel charger AC-4, Nokia Music Headset HS-44 / AD-44, MicroSD memory card, Nokia USB data cable DKE-2, CD ROM with Nokia PC Suite and add-on application, User Manual

Listing date June 2008

2, product design analysis

1. The whole mobile phone is made of plastic, it will be reflective but it will still be fingerprinted, but it is not so strong as N96 and N78.

2, absolutely first-class slider machine, compared to the N95 slider to be a lot stronger, there will be no "loose" feeling, NOKIA's slider technology has improved!

3, the button belongs to the big button, similar to the N95, much better than the N82, N78.

4, the basic shape structure is similar to N95, N96, is a double-sided sliding cover, although the N85 is thinner than the N95, but the upper layer of the N85's sliding cover is thicker than the N95.

5, the screen is as big as the N95, but smaller than N96, N95 8G... focus screen change: using OLED technology, no longer TFT, so the color will be more vivid and brighter.

6, double stereo speakers are on the right, NOKIA relatively new N series mobile phones are like this, N82, N79, very strange, said to be designed for the horizontal screen to watch the film

four. Enterprise and competitor analysis

The position of enterprises in the competition

Nokia is one of the top three mobile phone markets in China with a 30% market share.

Corporate competitor

Motorola ranks second in the mobile phone market with 23% market share and becomes Nokia's most powerful competitor.

Comparison between enterprises and competitors

Founded in 1928, Motorola is a global leader in wireless communications, automotive communications and broadband communications.

Nokia N85 competitor

......

V. Analysis of the advertising of Nokia rivals

Considering that the education level, age composition, and income ratio of netizens are very suitable for mobile phones, mobile manufacturers have been hiring online.

Pre-emptive of these potential consumers. Motorola, the world famous brand that first entered the Chinese mainland market, also first launched the first shot of online publicity. Nokia and Ericsson also extensively promoted online after Motorola

The second part of the online advertising strategy description

First, the advertising target market strategy

Nokia, Torrola and Samsung are the three giants in the Chinese mobile phone market. Before 2000, Motorola had always ranked first in the mobile phone market; in 00-01, Nokia ranked second. With China's accession to the WTO and the gradual increase in domestic consumption levels in recent years, especially the rapid development of the telecommunications industry, it is expected that China's mobile phone consumer market is expected to further increase in the future.

From the Nokia N85 and the listing price, we will focus on the humanized design of products to meet the needs of consumers' individualization and pursuit of the trend of the times. It can be seen that Nokia is trying to tap into the new target consumer market. Form, the pursuit of fashion-oriented high-income people.

Second, product positioning strategy

Today's mobile phone consumer market environment is different from that of two years ago. Regardless of the increase in the number of competitors and the gradual saturation of the mobile phone consumer market, the key point is the change in consumer attitudes – customers are becoming more and more critical. N85 focuses on the purchase factors considered on the humanized design, followed by the price level to meet the psychological needs of the fashion and trend.

The third part of the online advertising implementation plan

One. Advertising goals: to match the product launch, expand the new awareness, trigger online and offline purchases

two. Campaign time:

three. Advertising campaign area: Beijing, Shanghai

four. Campaign Content - Interactive Network Campaign

1. Nokia n85-360 degree rotating lottery

Taking advantage of the network interaction, the user clicks on the Nokia n85 on the page, the flip cover starts to rotate, the mouse is released and stops rotating, and the counting box on the page will display the lottery number of the netizen. If there are 8 and 5 in the number, you can win prizes, etc., and use the n85 related series of products as prizes.

One. Choice of online advertising formats and corresponding creative descriptions

Using the expression of fashion atmosphere, let the products appear in the advertisements, use the unified advertising photos, combined with the corresponding delivery forms, and strive to highlight the wonderful shape of the n85 and attract the target customers to click. After entering the link, you can inform the n85 background data, such as the design by Apple designers, and the design decision process, so that the customer group has a deeper and more influential knowledge of the n85.

Seven, advertising scheduling and channel selection instructions.

After a series of analysis and meticulous considerations, the online advertising campaign selected Sina and Shanghai hotlines on the integrated portal, search for the portal Yahoo China, the leisure and leisure website eLong and the commercial website Tom.

Part 2: Internet Marketing Plan

First, analyze marketing opportunities

1. Manage marketing information and measure market demand, marketing intelligence and research, forecasting overview and demand measurement

2. Evaluate the marketing environment

Analyze the needs and trends of the giant environment, identify and respond to major macro environmental factors

3. Analyze the consumer market and purchase behavior

, consumer purchasing behavior patterns, the main factors affecting consumers' purchasing behavior

Purchase process

4. Analysis of group purchase market and group purchase purchase behavior

5. Analyze industry and competitors, identify company competitors, identify competitors' strategies, determine competitors' goals, assess competitors' strengths and weaknesses, evaluate competitors' response patterns, select competitors for offense and avoidance, and customers Balance between orientation and competitor orientation

6. Identify the market segments and select target markets, determine the levels, models, and segments of the market segments, and segment the basis of the consumer market.

Break down the foundation of the business market and the requirements for effective segmentation;

, target market selection, evaluation of market segments, selection of market segments

Second, the development of marketing strategy

1. Marketing differentiation and positioning

, product differentiation, service differentiation, channel differentiation, image differentiation

, develop positioning strategy - how many differences are introduced, and the difference is introduced

, the positioning of the communication company

2. Develop new products

New product development challenges, including external environmental analysis

Effective organizational arrangement, architectural design

Manage new product development processes, including marketing strategy development, business analysis, market testing, and commercialization

3. Management life cycle strategy

Product life cycle includes requirements, technology life cycle, and various stages of the product life cycle

, marketing strategy in the product life cycle, introduction phase, growth phase, maturity phase, recession phase, induction and review of product life cycle concepts

4. Positioning itself - designing marketing strategies for market leaders, challengers, followers and vacancies

Market leader strategy, including expanding the general market, protecting market share and expanding market share

Market challenger strategy, identifying strategic goals and competitors, choosing an offensive strategy, and selecting a specific offensive strategy

Market follower strategy

Market fill strategy

5. Design and manage global marketing strategies

Decision on whether to enter the international market

Decisions about which markets to enter

Decisions on how to enter the market, including direct exports, indirect exports, license trade, joint venture direct investment, internationalization process

, decision about marketing plan

Third, the marketing plan

1. Manage product lines, brands and packaging

Product line combination decision

Product line decision, including product line analysis, product line length, product line modernization, product line features, product line reduction

Brand decision

, packaging and labeling decisions

2. Design pricing strategies and solutions

Setting prices includes selecting pricing targets, determining demand, estimating costs, analyzing competitor costs, prices and offerings, selecting pricing methods, and selecting final prices.

, revised prices, geographic pricing, price discounts and discounts, promotional pricing, differential pricing, product portfolio pricing

3. Select and manage marketing channels

Channel design decision

Channel management decision

Channel dynamics

, channel cooperation, conflict and competition

4. Design and management integrated marketing communication

5. Management advertising, sales promotion and public relations

Develop and manage advertising programs, including determining advertising goals, advertising budget decisions, advertising information selection, media decisions, and evaluating advertising effectiveness.

Sales promotion

,public relationship

6, management sales team

, sales team design, including sales team goals, sales team strategy, sales force structure, sales force scale, sales team compensation)

Sales team management, including signboards and selection of sales representatives, sales representative training, sales representative supervision, sales representative's efforts, sales representative's evaluation

Fourth, management marketing

1. Marketing organization, the evolution of the marketing department, the method of organizing the marketing department, the relationship between the marketing department and other departments, and the establishment of a marketing-oriented strategy for the whole company.

2. Marketing execution monitoring to ensure the effectiveness of marketing

3. Control marketing activities, annual project control, profitability control, efficiency control

4. Conduct strategic control based on information from the marketing department

Part 3: Internet Marketing Plan

The online marketing plan is a comprehensive, specific online marketing strategy and activity plan to achieve certain marketing goals. A complete online marketing plan must include the following basic elements: website analysis, website optimization, website promotion, internet marketing training, fee forms, classic cases, and contact us.

Internet marketing plan list

First, the website analysis

1. Website traffic analysis

Traffic statistics

Browse page and portal analysis

Passenger flow area distribution

Search engine and keyword analysis

Client analysis

E-commerce conversion rate analysis

SEO analysis

Access depth analysis

2, site page analysis

Overall analysis of the main page

Page label, keyword analysis

Hyperlink check

Browsing speed analysis

Page layout analysis

Website usability analysis

User experience analysis

Website integrity analysis

3, website application technology and design analysis

Analyze whether the current technology is reasonable

Analyze whether the website structure is reasonable

Analyze whether website design has affinity and is easy to read

Analyze coordination between website images, animations, videos, and text

4. Basic analysis of online marketing

Keyword analysis

Search engine registration status analysis

Search engine ranking status analysis

Exchange link correlation

Analysis of main methods of internet marketing

Internet marketing public relations environment analysis

5, website operation analysis

Online investment analysis

Website operation strategy analysis

Website operation environment analysis

Website operation tool analysis

Second, the website is optimized

1. Website structure optimization

2, web page tag optimization

3, web weight loss compression

4, hyperlink optimization

5, page content optimization

6, user experience optimization

6, administrator operation behavior optimization

6, the site structure is optimized

Third, website promotion

1. Search engine ranking

Keyword selection

Search engine login

Search engine ranking

2, related link exchange

3, blog network marketing

4, SNS marketing

5, forum marketing

6, knowledge quiz marketing

7, soft text promotion

8, online advertising

Fourth, online marketing training

1. Internet marketing training

2. Website operation training

3. Internet Marketing Consultant

V. Fees

Sixth, successful cases

Seven, contact us

Detailed marketing plan for online marketing

First, the website analysis

1. Website traffic analysis

Install a set of traffic statistics system to clearly determine the effectiveness of all current marketing methods on the website, and also analyze:

Traffic statistics

It is possible to clearly count the channels through which the annual, monthly, daily, and passenger flows come to the website. The effect of various promotion methods can be clearly judged.

Browse page and portal analysis

It can be judged that the page in the website has been trafficted a lot, and it can be analyzed that the passenger flow enters the website from that page.

Passenger flow area distribution

Clearly analyze the geographical distribution of website visitors and graphically show the proportion of homeless people in each region.

Search engine and keyword analysis

Analyze the proportion of traffic generated by each search engine, and analyze the flow of visitors to the website by searching for keywords.

Client analysis

You can analyze information such as the operating system used by the client.

2, site page analysis

Overall analysis of the main page

Page label analysis

Hyperlink check

Browsing speed analysis

Source code design analysis

3, website application technology and design analysis

Analyze whether the current technology is reasonable

Analyze whether the website structure is reasonable

Analyze whether website design has affinity and is easy to read

4. Basic analysis of online marketing

Keyword analysis

Search engine registration status analysis

Search engine ranking status analysis

Exchange link correlation

Analysis of main methods of internet marketing

5, website operation analysis

Online investment analysis

Website operation strategy analysis

Second, the website is optimized

1. Website structure optimization

Website navigation, page layout optimization

2, web page tag optimization

Optimization of web page TITIEL keyword tags, web page introduction tags, image annotations, etc.

3, web weight loss compression

The special webpage weight loss compression software compresses the webpage system and improves the page traffic speed.

4, hyperlink optimization

Super-connected structure, hyperlinked annotation, super-wired path optimization

5, page content optimization

Optimize and typographically modify the main page content to make the content easier to read.

Third, website promotion

After comprehensive analysis of the website and the choice of online promotion methods, the most important method among many online promotion methods is search engine ranking. Because other methods are more costly and short-lived, and after the search engine is ranked well, it can bring you high-quality traffic for a long time. 80% of a website's traffic is brought by search engines.

1. Search engine ranking

Keyword selection

Search engine login

Including GOOGLE, yahoo, MSN and hundreds of domestic and foreign search engines.

Search engine ranking

Optimize the site as a whole with our expertise in SEO optimization technology to increase the ranking of as many words as possible in each search engine to increase traffic to your site.

2, related link exchange

Exchange links with related websites.

3. Online advertising

During the operation of the website, it is recommended to put some effective online advertisements.

Fourth, online marketing training

It is better to teach people and fish than to fish. Through the Internet, we will train your network technicians to quickly master the secrets of online marketing and website operation, so that your website will be well-equipped for us. After the marketing base, it can maintain its forward and steady development.

1. Internet marketing training

Various methods and strategies for network marketing, and related details. Internet marketing, the details of the victory.

2. Website operation training

Operating a website is a long-term job. Different in fact requires different strategies. We tell you our experience without reservation.

3. Internet Marketing Consultant

During the term of the contract, you can consult with us through various communication methods on the Internet to meet various problems related to Internet marketing.