Basic knowledge of digital marketing

Digital marketing is a marketing method that utilizes "digital" such as the Internet and IT technology. Until the Internet has penetrated into the world, salespersons visit homes and companies individually and have an experience of doing business, impressions when interacting with customers, questionnaires to the unspecified large number through newspapers, magazines, TV etc. Marketing to masses based on surveys was the mainstream. However, with the advent of the Internet, the analysis of access to websites and the marketing of emails to individualized individuals has emerged. Today, digital marketing is conducted not only on the Web and email, but also for real-life store activities and purchases by analyzing customer preferences and behaviors using big data technology and AI, and considering hidden needs and trends. I am.

In addition, instead of directly selling the features and usability of the product to the customer, it is possible to permeate the abstract impression of the concept and image of the product or brand and evoke empathy to build a relationship between the customer and the company. Techniques have also been adopted. It can be said that this is a marketing method that suits the current era in which it is necessary to target "individuals" by subdividing the hobbies and tastes. What exactly are you doing? This time, I will introduce the basic knowledge of this digital marketing.

What is Digital Marketing?

What is digital marketing in the first place? With the spread of the Internet and the era of having one smartphone for each person, consumers have come to check word-of-mouth and e-commerce sites before purchasing products and services, and take time to examine them. In addition, more and more people are not only going to the actual stores and buying from their hands, but are also increasing the number of purchases on e-commerce sites while referring to reviews. Consumer behavior has become diversified, and it is no longer possible to lead to consumption simply through sales promotion at stores or publicity/PR through mass advertisement. That's where the idea of ​​omni-channel came in. Omni-channel is a method of reviewing the strategies and services that were divided between conventional real and Web, and providing optimal service and communication for customers on any channel. Omni-Channel will make full use of digital tools such as mass advertising and sales data at actual stores, as well as internet advertising, email approach, marketing using SNS, etc. to make contact with customers.

In digital marketing, not only advertising and PR through omni-channel, but also huge amount of consumer behavior data collected at the same time is accumulated, and the data is utilized and analyzed. Therefore, it has become possible to grasp with greater accuracy the real intentions of customers, the direction of interests and interests, and purchasing behavior, which were not visible in marketing methods in the analog era. This means you can strategically market to all types of customers.

Digital marketing and Web marketing differences.

A term very similar to digital marketing is called "web marketing", but this is a marketing technique specialized for websites. By tracking the access behaviors of users who visit the official website, we will investigate what kind of information the user wants from the website, and improve the web content to satisfy and consume. I will continue to stack.

On the other hand, digital marketing is not only about user behavior obtained on websites, but also on digital information such as behavior history of browsers and official applications of smartphones and tablets, and comprehensive data via IoT installed in products, The feature is that it also collects realistic activity data such as response at real events, store visit data, and sales history. From the above, it can be said that digital marketing corresponds to omni-channel web marketing.

Strengthened in the "smartphone era"

The importance of digital marketing

Today, many consumers are constantly holding their smartphones and tablets in search of products and services that they care about 24 hours a day, 365 days a year. Even in the age of click-purchasing that matches your needs, expanding channels in digital marketing is an unavoidable theme.

The marketing method has changed dramatically with the advent of the Internet and PCs, but it has evolved even further with the advent of smartphones. Since product information can be viewed instantly via SNS and word-of-mouth websites, it is now common for consumers to search for information and compare prices on smartphones while looking at the product at the actual store. In response to these consumer behaviors, methods for advertising and PR that are more targeted, such as selecting advertisements to be delivered according to user behavior, are spreading. Now that the barrier between the real world and the internet has disappeared in consumer behavior, marketing measures for smartphones are indispensable.AIl will change digital marketing

By working on digital marketing, you can accumulate detailed consumer data. On the other hand, special know-how such as data science is required to understand consumers from a large amount of diverse data. Then, the application of AI for marketing came up.

Digital marketing has reached a new stage with the arrival of the AI ​​era.

Let's look at an example of how digital marketing will change in the AI ​​era. The combination of digital marketing and AI makes it possible to predict increasingly complex consumer behavior. For example, by analyzing the dissatisfaction when a member withdraws or the behavior immediately before, by preparing a privilege for members who are signing a withdrawal, and by following up after sales, you can avoid resigning withdrawal You can also take measures. Although it is possible that the same could be done from the experience of veteran sales so far, one of the advantages of combining AI and digital marketing is that it can be performed with higher accuracy without relying on the intuition and experience of one staff is. Furthermore, AI can not only answer instantaneously before checking the inventory and delivery date that can be grasped online, but the operator can also advise from the data and behavior history of the product related to the product that the consumer wants. I will. Therefore, it can be said that high-quality customer service can be provided at any time, leading to improved profit margins.

In addition, streamlining e-commerce and store layout based on data collected through digital marketing will improve customer satisfaction and reduce costs.

Summary

Digital marketing is a genre that is expected to further develop as one of the marketing methods that meet the needs of the times. By emphasizing connection with customers and utilizing digital data, diversifying tastes and behaviors can capture the interests and desires of consumers and achieve accurate marketing.

Furthermore, when combined with AI, it will be possible to analyze huge amounts of customer data instantly and make predictions. This enables high-quality communication according to the interests and tastes of customers by using data that cannot be known by humans alone.

For example, by grasping the behavior and preferences of customers that could not be captured in the state of doing marketing separately in EC and stores so far, based on the purchase history at the store, you can promote recommended products on EC, Based on the access history of the website, it will be possible to deliver coupons with smartphone applications. The more data we handle, the more difficult it becomes for humans to analyze and predict. Therefore, the use of AI to predict customer behavior and presenting products with a high purchase probability to each customer will increase the number of highly accurate marketing methods that use AI.Companies are now required to respond quickly to these changes in the times.