Network Marketing "change"

The research ideas of automotive companies in online marketing: first, to find the target audience; secondly, to focus on the online habits of the target audience; third, to formulate an effective marketing strategy; fourth, to track the effects of online, real-time assessment; Fifth, the effect is Based on improving network marketing content.

Companies often face such problems: hundreds of millions of corporate communications investment, thousands of media, and mixed results.

In the marketing process, we collected a few questions through the process of our service car companies. The first is how our market audiences look for them. Second, how to deal with Internet advertising is not obvious. Third, how our consumer groups are active in the Internet. Fourth, can advertising effectiveness be measured? This reflects two levels of issues, one is the issue of public relations, and the other is the issue of delivery.

Since the concept of precision marketing was put forward by Kotler, the trend of marketing subdivision became more and more obvious. However, precise network marketing based on detailed data is unable to truly highlight its marketing value due to the lack of integrated application and in-depth mining of refined data.

The so-called "downward" means that after experiencing rapid growth in the past two years, the auto market suddenly fell into cold in 2011, and the growth rate dropped. It is understood that the monthly sales volume of the Chinese auto market in 2011 from the peak of 1,894,300 units at the beginning of the year, fell to the bottom in July, and then returned to the end of the year's "tail" sales, the ups and downs of monthly sales have caused many people to the Chinese auto market. The outlook is worried. In such a market situation, companies value their users more, hoping to clarify “where our users are” and “how to do marketing”.

In the Internet era, users will search the Internet for information about their car models before they buy a car. Usually, they will be compared among multiple models. Therefore, the data on the degree of user overlap between multiple cars can fully reflect the model when the user actually buys a car. The most real competition situation. CenturyLink Data Technologies, Inc., based on long-term and complete user access to the real-world behavior data of each model library on the main portal website, to extract the degree of user overlap between different models, using multi-dimensional scale analysis method SPSS data analysis tool, using dimensionality reduction The way to determine the location of the competing models and their competitive relationship on a two-dimensional floor plan.

The fitting degree of the analysis results to the actual data reaches the standard required by the multidimensional scale analysis method. Taking the age profile of the auto user group in the hatchback A-class car market as an example, according to the research data of Yuanyuanxin, the users of the A-class hatchback car are mainly distributed between the ages of 25 and 40 (73.4%), with an average of 32.4. At the age of 80, it became the main force for the consumption of A-Class hatchbacks. After 80 years, all users have higher academic qualifications, but their income is at a moderate level, which is 71.3% of the total users.

Based on the characteristics of the target audience of each model, content preferences, media access trajectory and other research as a basis, the development of strategies from the three aspects of communication content, communication form and communication carrier will have a very clear idea. I believe that the strategic results have emerged in the above analysis process.

Through years of accumulation by Yuanyuan, we have summarized the research ideas of online marketing for automotive companies: first, to find the target audience; second, to focus on the online habits of the target audience; third, to formulate effective marketing strategies; and fourthly, to track online. Effects, real-time evaluation; Fifth, based on the results, improve the network marketing content.

In addition, the company has an online advertising industry monitoring system for online advertising and competition research, an online advertising effectiveness monitoring system for the evaluation of advertising monitoring effectiveness, a must-see network for the evaluation of the monitoring of public opinion monitoring, and website users. Behavior monitoring website full flow monitoring system. With the help of relevant data obtained by these systems, the online marketing strategy of automotive companies can become clearer and more transparent.