Content source: Elinger Eagle Road Digital Think Tank
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Today’s marketing is different from that of 30 years ago, 10 years ago or even last year. The change of consumers’ expectations, the iteration and innovation of technical force and the change of digital economy competition pattern make the market environment change with each passing day. The construction of new marketing model based on digital environment will play a key role in the future development of enterprises.
For example, in order to attract customers, restaurants will obtain and analyze customers’ age, hobbies, frequency and consumption amount through digital technology, so as to digitize customer information, then attract customers to apply for membership through gift certificate benefits, and then conduct marketing, promotion and transformation according to customers’ behavior characteristics and preferences. This is entering digital marketing.
For the digital age, marketing is not only the work of marketing and business departments. It is the responsibility of the whole enterprise to re-understand digital marketing, think about digital marketing ability from the dimension of "data+technology" and reshape the marketing kinetic energy of enterprises, and this trend is becoming more and more obvious.
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New changes of digital consumers
In the digital age, new technologies have changed the concept of consumption and brought new digital consumers. Digital consumers often have the following main characteristics:
1. Using digital media: When making a purchase decision, we will first consider using digital media such as social networking, shopping websites and streaming media services to obtain product and service information;
2. The need of mobile device dependence, quick feedback and instant satisfaction;
3. Pay attention to data privacy and personalized experience and push;
4. Cross-device use, such as access and interaction between mobile devices and computers;
4. The group includes not only "digital aborigines" (consumers who grow up with digital devices);
3. It is applicable to both b2C and B2B.
(90% of digital consumers spend in front of the screen; 90% people will use multiple screens continuously; 65% people will start their first shopping experience with online shopping; 61% people have used social media on their smartphones; 59% people do their first financial management on their smartphones; 58% people will use search engines when making personal financial decisions. )
"Data+Technology" to Build a New Motive Force of Digital Marketing
In the digital age, new technologies have brought new impacts on the traditional business environment in terms of information exchange, customer interaction and data storage, such as digitalization of information exchange, customer interaction and data storage.
In order to better cope with the new digital environment, enterprises need to adopt digital tools, build digital marketing capabilities, take "data+technology" as the driving force, integrate multi-source data, rely on intelligent technology, promote intelligent marketing, and fully realize wider data collection, more accurate user access and more agile marketing closed loop.
Digital marketing brings about sustained growth by better adapting to and meeting new consumption demands. In the right time and place, the right marketing information can attract consumers better.
Enterprises need to create more attractive digital marketing content, form a consumer-centered communication network, and apply it to cross-device marketing scenarios. High-frequency interaction can gain consumers’ attention, participation and sharing, so as to grab accurate traffic and potential customers, improve sales volume and brand exposure, and at the same time better understand and meet consumers’ needs.
Five key technical modules of digital marketing
Digital marketing mainly covers five key technical modules: customer data insight, content creative management, marketing intelligence delivery, customer interaction management and marketing effect analysis, which runs through the whole marketing process and helps enterprises to be precise and intelligent in marketing.
Customer data insight
Customer data insight is based on digital portrait. Digital portrait and identification refers to the expression of various characteristics of consumers and the collection of these characteristics in time and scene by digital technology, which helps marketing managers to accurately define target consumers and design marketing strategies on this basis.
Big data prediction is based on correlation analysis, and analyzing consumer portraits can help us capture the present and predict the marketing future.
The significance of consumer portrait to marketing is not only that it can help us to understand customers more deeply and establish effective communication with customers, but more importantly, it can understand and understand customers from a new level and relevance level. Prediction is based on mutual analysis, finding hidden correlation from customer data and finding out where potential customers are. What are the potential needs of customers? And predict customers’ buying behavior, and realize sales transformation. This analysis is also applicable to the continuous sales of old customers. )
The big data consumer portrait mainly has the following five steps:
1. Data acquisition
According to the strategic needs and business objectives of the enterprise, find suitable data sources, such as CRM data, business data or third-party data, and collect data.
2. Data mining
Data cleaning, removing incomplete or repeated information; Identify users and confirm the uniqueness of users.
User identification is a very basic and important step. Only by completing this step can personalized marketing based on individuals and scenes be realized. There are three types of data for general user identification: demographic identity, device identity and digital identity.
To classify valid data, it is necessary to distinguish between static data (factual data) and dynamic data (behavioral data); At the same time, establish a label and weight system, label, classify, refine and summarize the salient features of people, things or scenes.
Tagging is a necessary prerequisite for precision marketing or personalized marketing, which can achieve better insight and understanding of consumer needs and behaviors. Weight is a quantification of degree or probability. With the label system, the complicated mass data can be transformed into a digital marketing plan that can be put into practice. )
3. Rule mining data modeling
It is very important to analyze the data and find the correlation between the data. You can also use data modeling to build the corresponding data model according to the customer’s behavior characteristics.
4. Verification
Verify the mined correlation laws or data models to ensure that the characteristics of users are accurately grasped, and only the verified models can correctly predict the marketing results.
5. Form a portrait
After verification, the accidental correlation reaction or inaccurate data in the data model is eliminated, and the remaining model is used to form a consumer portrait.
The formation process of consumer portrait is to integrate and restore the fragmented massive data into real customers, and consumer portrait is an important basis for our marketing decision.
Meck once said, "I know that half of my advertising expenses are wasted, but I don’t know which half is wasted." The commercial value transformation of consumer portraits is to carry out more accurate and effective marketing plans and improve the return on marketing investment. In the era of big data, it is possible to accurately match "target customers, channel selection, launch timing, and dissemination content", and the portrait of big data consumers is the basis for achieving the accurate matching of these four.
Portraits of big data consumers can help enterprises to find out the people who are most likely to have a good impression on you (target customers) more accurately, and create a well-planned encounter in the places where they are most likely to meet (communication channels) and at the time when they appear (delivery time), say the right words (communication content), do the right thing (promotion activity design), and send gifts (products and services) that suit their wishes.
Digital content management
The trend of DTC (end-customer-oriented marketing) has brought about the outbreak of content marketing, and brands are facing the integration of marketing digitalization, while the change of digital consumers has brought about the diversification of content and marketing channels.
Enterprises need a content center that integrates brand marketing content, business personnel and consumers.
Through the content center, enterprises can build headquarters brand assets, manage brand content assets in a unified way, support online operation of multi-content formats, manage content with metadata and smart tags, accurately find cross-dimensional screening, intelligently audit compliance and add labor, open OA workflow, one-stop approval, realize real-time synchronization of content updates, realize mobile collaborative office through enterprise WeChat, and realize safe and efficient collaboration without speed limit through cloud acceleration and data privatization deployment.
(The content in the middle and Taiwan is combined with the intelligent creation of content AI, which improves the operational efficiency, supports the multi-channel content distribution of public domain and private domain, and provides "power" for the private domain operation of shopping guides. The daily marketing materials of enterprises are dynamically updated and synchronized, and the brand uploads the template content, so that the business personnel can personalize the editing.
Through the intelligent content management platform, the large screen of enterprise terminal stores can be opened, so that creative content can be generated directionally, accurate data attribution recommendation can be realized, and the content marketing conversion rate can be improved. )
Marketing intelligence delivery
Traditional marketing is a simple single-line marketing model. Making marketing strategies based on historical data cannot form accurate delivery of people, channels and content. Digital marketing is driven by "data+technology" to create a closed-loop intelligent marketing model, open up multi-source data integration, gain insight into customer characteristics, accurately locate people, track user journey data, and realize intelligent processing of the whole process of content marketing, channel, delivery and evaluation and strategy through intelligent technology.
Intelligent marketing connects public domain and private domain data, builds a complete marketing data system, supports marketing delivery and analysis, and reaches users accurately with agile marketing strategies and automatic delivery, so as to realize wider data, more accurate delivery and more agile marketing.
Customer interaction management
Good customer management can help enterprises maximize marketing value. Customer interaction management can be divided into CRM customer relationship management, SCRM social customer relationship management and CEM customer experience management.
CRM relies on traditional channels and historical transaction data of customers, and takes products, services and sales as the guidance, and manages customer relations in one direction, thus breaking the information island, connecting marketing, sales, customer service and other departments of enterprises, and working together to improve customer service quality.
Based on the data of social media channels such as WeChat official account, Douyin and Weibo, SCRM interacts in two directions, optimizes marketing strategies by understanding users’ needs and preferences, and carries out customer relationship management;
CEM relies on omni-channels and data, analyzes customer contacts and contents, collects customer feedback, and excavates the value of products and services, so as to guide customers’ actions, participate in customer life cycle management, and enhance customer experience and transformation.
Its underlying technology is data layer — — Model layer — — Customer analysis — — Customer management. Digital marketing needs to accumulate a large number of customer data, form customer portraits, and realize efficient customer analysis and management.
Five, digital marketing effect analysis
Brands conduct marketing activities through various channels, including email, SMS, social media, live broadcast, etc., to improve coverage and conversion rate. Marketing effect analysis refers to the use of data analysis tools, from external contact advertising, website own contact analysis, collection and sales to the whole link to monitor customer consumption behavior, understand consumer demand, and comprehensively evaluate marketing effect. Bring accurate marketing through effective digital effect analysis.
The key point for enterprises to apply new technologies is to build digital business capabilities through digital technology. Digital transformation should not only consider marketing, but also consider how to upgrade business behavior and business model from the fundamental point of view of enterprises.
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