[China Glass Network] Recently, many small and medium-sized enterprises represented by Zhejiang and Guangdong enterprises have closed down, and this has extended the doubts that small and medium-sized enterprises have ushered in a new round of “closing tidesâ€. The National Federation of Industry and Commerce's large-scale survey of small and medium-sized enterprises in 17 provinces and cities shows that the current difficulties faced by SMEs exceed the 2008 financial crisis. Although the relevant departments have already made this, the difficulty of SMEs is an indisputable fact.
On the one hand, the lack of normal financing channels, the sharp rise of upstream energy and raw materials, labor, financing and other costs continue to increase, on the other hand, the market sales channels are difficult to expand, the traditional advertising costs are high, which makes the current development of China's SMEs difficult. In the face of difficulties, where are SMEs?
Objectively speaking, the difficulty of financing and rising costs have always been an old problem faced by SMEs, not just today. In fact, we should pay more attention to the development of SMEs and help them find the market to find customers, which is the fundamental response to these old problems.
When “throttle†is difficult, the company’s emergence is “open sourceâ€. In particular, small and medium-sized enterprises, in the context of dramatic changes, innovative market development methods, low investment and high efficiency, rapid expansion of sales scale, access to more customers and market share, is now more urgent need to solve problems.
The traditional marketing method relies on a large amount of advertising funds. In the face of many traditional “100 million yuanâ€, the large number of small and medium-sized enterprises lacking financial strength wants to expand the market. In many cases, they can only rely on the two legs of the business staff. For example, the salesmen of the building materials suppliers are struggling to travel between the construction sites of various construction projects every day, to understand the demand, to follow up the demand, and to bear the risk that the customer does not choose. In fact, before the Internet marketing model such as “Baidu Promotionâ€, the SMEs want to expand the market to the whole country. On the one hand, few SMEs can afford the traditional high advertising fees like TV, on the other hand. Other cost-effective means.
Only traditional marketing methods are far from being able to adapt to the current market demand. Marketing thinking must be opened, information technology and Internet development trends, using new technologies and new means to increase market growth. The China Internet Network Information Center (CNNIC) released the "2010 China SME Network Marketing Use Survey Report" provides us with another thought. According to the survey, 42.1% of SMEs used the Internet for marketing or sales by the end of last year, and the proportion of using the new online marketing method “Search Engine Marketing†was 16.4%.
Whether it is active or passive, these small and medium-sized enterprises have made the Internet a breakthrough in expanding new sales channels and more market opportunities. The author saw a group of surveys class=ot1href=data shows that more than 40% of the more than 200 companies listed on the domestic class=ot1href=GEM have chosen Baidu promotion as an important marketing tool. Search marketing has become these. An important means for the rapid development of listed companies in the long-term.
For SMEs whose funds are not plentiful, pay-per-click "search marketing" can "do less money to do big things." More importantly, the search engine brings customers to the real and practical customers. It reflects the characteristics of precision marketing, which is incomparable with traditional marketing methods. Online marketing methods such as search marketing have made the dream of “low-cost and high-efficiency marketing†for SMEs a reality, helping SMEs to grow rapidly.
In addition to search engine marketing, as well as mail marketing, forum promotion, microblogging marketing, etc., as long as properly used, can become a "killer" for SMEs to cross the traditional marketing dilemma.
Despite this, online marketing is not a panacea, a cure for all diseases. CNNIC's survey shows that many small and medium-sized enterprises' online marketing only stays at the level of “building a websiteâ€. After the completion of the website, the promotion is seriously out of touch, lack of professional talents, capital investment and other reasons lead to poor marketing results.
This requires enterprises to master the key points of network marketing. Many small and medium-sized enterprises have long realized the opportunities brought by the Internet, but they are suffering from the constraints of talent technology, and network marketing is not doing well. Obviously, small and medium-sized SMEs must borrow strength and be good at using and utilizing various innovative Internet tools and platforms.
In the case of search marketing, for example, the search service provided by large search operators for small and medium-sized enterprises is generally a package of marketing solutions. One-to-one nanny services are implemented. Enterprises should be good at seizing such opportunities and fostering them. Out of their own professional network marketing team, at the same time, good at using the various tools provided by search operators, such as network hotspot analysis tools, website traffic statistics software. Effective use of these tools is of great significance for companies to observe market changes at any time, summarize network marketing effects, and find out more suitable online marketing models for their own business development.
For small and medium-sized enterprises that have not tried online marketing, the author will immediately start to do a small amount of trials, find a suitable model for their own enterprises, and then focus on investment. Internet marketing is a new thinking to help SMEs out of the predicament. It is also the best choice for the corporate Internet economy.
On the other hand, the SMEs that maintain rapid development under unfavorable markets have their own unique skills, but sales are good and business is rolling out. At the moment when financing is expanding and the cost of compression is hopeless, SMEs should concentrate on intensive cultivation, expand new marketing methods, and let the neglected marketing work be ignored, and sales will continue to grow. This is also the fundamental way for SMEs to get out of the current predicament.
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