By Mark Joyner   課程 (2) (3) (4)(5)

CEO, Aesop Marketing Corporation

(以英文為主)　

網上推廣--短期課程 (1)基礎原理

學會如何推廣商品, 增加瀏覽人數, 做個出色的推銷員.........

Online Marketing can be extremely lucrative

if done properly, but can be a colossal

waste of time if handled poorly. Use

caution and take this very seriously.

With that said, let's get started with the

first lesson!

This first lesson will cover some theoretical

principles (基礎原理) you must understand. This

information should be well absorbed before

we attack the practical stuff.

There are two primary tasks every Internet

Marketer must complete:

推廣員必須留意以下兩點主要的工作:

a) Attention. 攖取注意

Before anything else must happen, you need

to get the attention of the web surfer. 

要令人從眾多網頁中注意你的

網頁. This is not an easy task as his 

attention span is short and there are

millions of others out there competing 

for his attention as well.

b) Action.引起行動

Once you have the attention of the websurfer,

you need to entice him to act. Of course,

there are a great many "acts" he must do

before reaching your final goal, but you

need to guide him each step of the way or

he will be gone. 逐步引導瀏覽者行使

你預算中的行動.

If you focus on these two steps at all times

and have a clear intention in mind of which

steps you want him to take, you will do

very well.

Of course, it's not as simple as that... Before

we go any further, though, let's look at some

of the basic principles upon which Internet

Marketing is based:

網上推廣原則:

a) Utility is the bottom line.

成功的準則在於是否能不斷因應需

求轉變, 並取得預期效果

If it works, it works. Do what works. If you

have been doing something that works and most

people advise against it, they are wrong. By

the same token, if you get some great expert

advice and it is not working for you, you

need to change your tactics.

b) The average web surfer is more interested in

information than in widgets. 網上瀏覽者渴求

資訊娛樂多於產品

That is, most people do not go to the web to

buy products, they go there to find information

or for entertainment. This is not to say

that people do not go online with the intent

to buy. They most certainly do. However,

I'm sure you'll find from your own personal

experience that you spend far more time

online browsing and searching than you do

product hunting. Everyone is targeting the

one ready to buy. Your time is better spent

making good solid relationships with the

casual surfer and *telling* them to buy,

not waiting for them to seek you out.

跟網上瀏覽者建立長期的關係/友誼,

"主動建議"他們購買, 而不是等待他們

購買.

c) Every campaign must be tailored.

所有推廣活動均需按個別情況做企劃

What works for one site may not work for

another. 跟某網頁做某宣傳獲得成功,

並不表示跟其他網頁做同樣宣傳也會成

功!

d) Marketing is not an exacting science.

市場推廣無永遠的真理/法規

It is quite difficult to tell which

techniques are working and which are not.

You can analyze your server logs and see

where hits are coming from, but you can

never know exactly what causes an increase

or decrease in traffic. For instance, if you

place an ad at site X and you get a bunch of

hits from site X, you cannot be guaranteed

that the same ad at site Y or another ad at

site X will be effective. All you know is

that particular ad (廣告) worked at that 

time atthat place. 經驗通常只告訴你: 

某一廣告企劃在某特定時間和地點獲

得成功. From there you can make educated

inferences. That is not to say you should

just give up on trying to figure out why

things are happening. *Absolutely not!*

You should spend as much time analyzing and

testing your campaigns as possible. 應盡可能

多分析和試驗可行的推廣方案. However,  

you need to be sure to take what you learn

with a grain of salt. The net changes faster

than you can imagine. What works right now

may not work tomorrow. You need to be

aware of this and keep your marketing approach

fluid.市場推廣法門要有彈性和曉變通.

e) Do no harm!

The golden rule of medicine should be heeded

by you as well. Don't start any aspect of

your campaign hastily. Remember that you are

not just trying to get people to buy your

product but you are also building an image.

People will buy what they think is good,

regardless of how good it really is. If they

think a product is shoddy, they will not buy

it even if it is the best thing since sliced

bread. When you start a particular phase of

your campaign, ask yourself: "What image is

留意推廣活動會為產品建立何種形象.

f) Don't be afraid to take risks or be

unconventional...但不要害怕冒險或突破

This may seem to contradict the above rule.

Well, it does, but it is valid as well. The

greatest minds of history have always gone

against convention and done things that they

knew were right. The Internet is changing

so rapidly that innovation is not just

a nice thing but a *requirement*. 互聯網發展

一日千里, 令“改革”成為“必須”的一環.

The market is absolutely huge. *Global* in

dimension to state the obvious. Conversely,

so is the competition! 網上全球商機宏大,

競爭亦大.

Can you strike a balance between these

last two rules?

協力: 創亞市場發展公司

著作人為 Aesop Marketing Corp 網上行銷行政總裁. 版權所有, 未經原著作人批准, 不得擅自轉載或翻譯內文.

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