The network has already become an indispensable part of our daily life. Connecting to each other through the network can complete the sales of products in different regions around the world.
Internet marketing mainly uses various resources of Internet technology to carry out various activities marketing.
With the rapid development of interconnection network, it has already become a more critical marketing method in the 21st century, and Internet marketing is closely related to the psychological state of Internet customers.
Changes and characteristics of customers' psychological state in the Internet era
The more important driving force for the sustainable development trend and change of marketing promotion is customers. From the scientific research and analysis of the consumption and use of the series of product works, we can understand that different times and backgrounds will have different consumers.
As early as the twentieth century, television became a fashion trend and its rapid popularization led to the generation of images, while the emergence and prevalence of the Internet led to the emergence of the third generation of news media.
With the popularization and popularization of Internet media, the emergence of the third generation of customers has been promoted, and they are called customers in the Internet sector.
These people are mainly the new generation born after 1990 and 2000. They are young, more likely to recognize new things, more capable, have better culture and education, and like to continue to pursue perfection and accept new things. This is a more prominent feature of the Internet marketing response to everyone.
1、 In the era of market economy system as the core, customers are facing more and more complex products and well-known brands.
This kind of change makes the psychological state of all customers in the Internet era have the characteristics and development trend of upgrading compared with the traditional ones, which are specifically shown in:
1. Return of personalized consumption
For many years in the market economy system, the consumer market has experienced continuous development and evolution, and now has completed the diversification of total number and category. Customers can choose their favorite products and services according to their psychological needs and intentions. Later, their requirements were large and the regulations were higher. Gradually, they have their own consumption rules and expect the shopkeeper to fulfill their humanized requirements. It is fundamentally different from traditional customers.
From the perspective of psychoanalysis, we can see that today's customers have not only bought the practical value of this product, but also must buy other expanded values of this product when they are shopping and selecting products. This kind of broadening products will be different from various components according to different customers. Each customer has its own market segmentation. The identification element of subjective assumption in the psychological state becomes the key hazard when customers choose the famous brand or commodity.
2. The reliability of consumption concept is weaker and the transformation rate is faster
Modern society has developed rapidly, and the rate of change is the same day by day. Everyone's consumption concept will suffer from the harm of this kind of development trend, resulting in its reliability has gradually weakened. However, the rapid rate of mental state change must keep pace with social development. The rate of upgrading of daily necessities is also very fast, and the reduction of commodity application cycle time will continue to oppose the promotion of the rate of change of consumption concept.
3. The coexistence of shopping convenience requirements and shopping happiness regulations
Some customers who are under great pressure and whose daily life is often fast and overly stressful pursue convenience when shopping, and pay attention to time and labor costs. Some of the consumption is completely reversed, mainly because some people with relatively simple daily life and sufficient time like to spend their time according to shopping, and find the fun of life from it, maintain the road bridge connecting with social development, and alleviate the sense of powerlessness in their psychological state. These people want to spend a lot of time, energy and energy to sign up for shopping theme activities, and find happiness from them to consider their psychological needs. These two extremely converse psychological conditions will coexist for a very long time in the future.
4. Price is still the key factor that endangers the consumption concept
Although marketing and promotion staff prefer to use the differentiation of various commodities to reduce the price sensitivity of customers and prevent price war, they do not know that price has always been a key hazard in terms of consumption concept. This shows that although the marketing promotion technology is developing rapidly nowadays, the effect of price cannot be ignored.
5. Improvement of consumption consciousness
With the development trend of social development and technological development, customers lack adequate grasp and analysis of the information content of their professional ability for products, and the improvement of product substitutability has promoted their impulse to master the professional information content of product technology, but many customers tend to master it by themselves, Conflict does not trust the seller's detailed introduction of their unilateral information. Even though the information they have is not accurate enough, they get a sense of belonging from it.
2、 How can companies use the psychological state of their customers to change when they conduct Internet marketing
With the continuous development trend and improvement of the role of the Internet today, such as the advent of smart phones, mobile port number series of products such as APPs, netizens can buy houses at will all the time. Internet marketing has gradually become a development trend, presenting vitality and theme activities. Internet marketing is often successful, so it is necessary to analyze various characteristics from its countermeasures to ideas, marketing methods, etc., and give a simple and detailed introduction below:
1. Build a good corporate brand image and improve the reputation of Internet commodity brands
Internet marketing is created on the premise of the subjective factors of customers' consumption. The more obvious the subjective factors of customers' consumption are, the more likely they are to cause such personal behaviors of consumption. Internet marketing can ensure multi-dimensional publicity, planning and marketing promotion of the company and its products, enhance the reputation of the company and its products, and thus make Internet marketing successful. When customers are launching online, they can constantly see the advertising of a famous brand on the commercial website. First, they have a basic understanding and memory of the goods, and then they will have a good impression on the goods. Because customers will first have a subjective feeling about various products with the same function in the whole process of selecting and consuming, which greatly increases the incidence of consumer behavior.
2. Persist in the convenience of virtual stores to show customers more high-quality services
It is the overall goal of all Internet marketing companies to show customers more convenient and warm services. As an Internet marketing organization, it is the first to improve various ways of connecting to shopping websites from the total number, so as to ensure that customers can buy things easily and without obstacles. In addition, it is also necessary to fully consider the rights and interests of customers to ensure product quality. In addition, it is also necessary to establish a one-on-one feedback mechanism with customers in various fields such as payment methods, distribution status and after-sales maintenance services, such as QQ online customer service, consumer reviews and other products.
3. Build a consumption database query to deeply understand the consumption characteristics of consumers
With the rapid development trend of big data technology, many e-commerce companies have built consumer material database queries to record relevant materials of regular customers who have purchased the company's products and potential consumers who will purchase the company's products into the enterprise database queries, and then apply the technical nature of series of products of data information, Analyze the customer's consumption market and their psychological state. For example, the statistical analysis and evaluation of customers' secondary shopping, recommendation introduction, and the mastery and analysis of customers' purchasing motivation can build a customary monitoring process for the total number and frequency of secondary shopping customers, and ensure that analysis can be carried out anytime and anywhere.
Make sure Internet Marketing In the work, as a company, we should try our best to have a certain grasp and understanding of the purchase methods and destinations of customers who purchase goods. Only then can we constantly upgrade and adjust the company's goods, service projects and their publicity and planning methods, so as to better consider the needs of customers and improve customer satisfaction.
4. Effectively use the role of network communication
Online shopping cannot consider customers' social media requirements. To deal with this shortcoming, Internet businesses need to effectively use and make full use of the effectiveness of network communication, improve customers' communication to consider their social media requirements, and such methods can also promote customers' purchase impulse.
5. Carry out humanized marketing
The key to humanized marketing is to provide customers with humanized services. Such methods can be carried out at the following levels: customers can choose what additional information content to fill out independently in addition to basic information, choose the type of website production they like most, choose a convenient and fast payment method that is safe for them Choose the method and time of shopping according to your own requirements. Humanized marketing is mainly based on the consideration of customers' personalized requirements and the promotion of customers' friendliness to businesses to promote online consumption. In fact, this method has achieved remarkable results. Naturally, this kind of method is carried out on the premise that online shopping can show customers the security maintenance of network information.
6. Improve the standardization of laws and regulations on Internet marketing and improve the protection of customers' interests
Internet sales, from product ordering to money delivery, are all Internet personal behaviors, and the whole process of its purchase and sale is all electronic. Internet Marketing All electronic information technologies signed in the whole process, including electronic signatures, electronic bills, etc., still have some difficulties in their recognition of laws and regulations and their security.
In addition, the electronic information technology of Internet marketing has network security problems at the transmission level, the transmission of information lacks unified norms, and the content of customers' privacy protection information also has a certain level of leakage, all of which have contributed to the failure to ensure the use of customers' interests. Therefore, we should standardize Internet marketing from the legal system and formulate some network marketing The management system at the level of service security can ensure the customers' interests in buying things and let them consume at ease, so as to promote the rapid development trend of online transactions and show safety precautions for its development trend.
