Digital marketing edit

This entry is reviewed by the "Science China" Science Encyclopedia entry writing and application work project.

Digital marketing is the practice of using digital communication channels to promote products and services, so as to communicate with consumers in a timely, relevant, customized and cost-saving manner. [1] Digital marketing includes a lot of technologies and practices in Internet marketing (network marketing). The scope of digital marketing is very famous and it also includes many other communication channels that do not require the Internet, such as non-network channels, such as television, radio, text messages, etc., or network channels, such as community media, electronic advertisements, and banner advertisements. [2] Chinese name for digital marketing, foreign name for Digital Marketing channel, digital communication attribute, a marketing method, features timely, relevant, customized and cost-saving

1 Brief description

2 Marketing strategy

▪ Advertising

▪ Public relations

▪ Network

▪ navy

3 Interactive service

4 Successful cases

5 Theoretical basis of digital marketing

6 Features of Digital Marketing

▪ Market issues

▪ Marketing method

7 Industry prospects

▪ Industry information

▪ Industry application

8 meaning

Brief description edit

The so-called digital marketing refers to a marketing method that uses the Internet, computer communication technology and digital interactive media to achieve marketing goals. Digital marketing will make use of advanced computer network technology as much as possible to seek new market development and new consumer excavation in the most effective and cost-effective way.

Digital marketing is a high-level marketing activity based on a clear database object, through digital multimedia channels, such as telephone, SMS, email, e-fax, network platform and other digital media channels, to achieve precise marketing, quantifiable marketing effects, and data.

Digital marketing was previously regarded as an independent form of marketing in a special field. However, since it provides the same way of communicating with audiences (only in digital form), it has often been seen since 2003 that it can involve the greatest Most traditional marketing fields (such as direct marketing) marketing forms.

In the era of digital economy, when traditional enterprises realize digitalization, they must pay attention to digital marketing as an important aspect, change marketing ideas, models, and strategies that cannot meet their needs, and realize new marketing methods. Together with digital management and manufacturing, digital marketing, as a hot spot, will become one of the three important components of digital enterprises. Generally speaking, companies can only get normal profits in a fully competitive market. If they want to get excess profits, they must innovate.

Digital marketing is not only a technological revolution, but also a deeper conceptual revolution. It is a combination of target marketing, direct marketing, decentralized marketing, customer-oriented marketing, two-way interactive marketing, remote or global marketing, virtual marketing, paperless transactions, and customer engagement marketing. [3] Digital marketing has given new connotations to the marketing mix. Its functions mainly include information exchange, online purchase, online publishing, electronic currency, online advertising, corporate public relations, etc., which are the main marketing methods and development trends of enterprises in the digital economy era.

Marketing strategy editor

Advertising

The advertising school is mainly derived from the interactive advertising school derived from the traditional advertising school. Due to the fact that domestic and international advertising giants dominate international advertising customers, with the rise of Internet advertising, the interactive advertising business has been separated from the field of advertising companies and has gradually become major website advertising An important part of the source. Advertising giants such as Ogilvy, Publicis, and Dentsu have never been afraid of not having customers and have become the key protection targets of major Internet companies.

However, compared with the particularity of Internet advertising, companies specializing in Internet advertising agencies have more advantages. In this regard, Gooday is the most competitive. Because Gooday has its own detection and statistics software, it is more of a domestic Internet advertising giant. , And Focus Media’s acquisition of Allyes made Allyes the first digital marketing agency to try to go public in the United States.

PR

The main focus of public relations is strategy. Local public relations companies have a unique advantage in this regard. They are familiar with the current situation of the domestic Internet. They have been in the field of public relations for more than ten years and have accumulated a large number of customers. There is a market for demand. Public relations companies As it is difficult to get the advertising to serve customers, digital marketing revenue has become an important source of income in terms of income from local public relations companies.

The internet

The Jianghu school of digital marketing has become a major feature of the domestic media field. He is a digital marketing company established by a group of early Internet writers, Internet celebrities, and Internet promoters. Judging from the previous Internet hot events, there are many classic cases from the Jianghu school, such as "Wang Laoji billion donation", " "The Most Beautiful Cleaner" etc., with the help of hot events, were initiated from the community forum and became a hot spot of online public opinion.

Navy

Grassroots faction is a major feature in the field of digital marketing, and it is also a unique phenomenon that is not in the traditional marketing field. What we usually refer to as "water forces" refers to the grassroots faction in the field of digital marketing. Most of them are made up of part-time jobs. They often organize a large number of school students through QQ groups, leisurely working people in second- and third-tier cities, and the upstream is the outsourcing of various digital marketing companies. They are more fun-oriented and in complex In the network environment, grassroots organizations are scattered, they are only the primary job of posting and top postings, and they are the lowest level practitioners of digital marketing. However, the existence of the grassroots faction also makes customers lack certain uncertain factors in their execution. The phenomenon of "Internet thugs" and "network underworld" are special phenomena derived from the grassroots faction.

In order to achieve great development in the field of digital marketing in the future, efforts must be made on talents. The cultivation of digital marketing talents has reached the point of urgency and should be improved in the following aspects:

First:

A complete training mechanism, lack of digital marketing talents, the only way is to carry out uninterrupted learning and training, digital marketing agencies must first excavate internal talents, often organize research and discussion of various hot topics on the Internet, Several well-known public relations companies in China have begun to conduct research and training in this area, and organize meetings on a regular basis to conduct research. Learning institutions will become the top companies in digital marketing in the future.

Second:

Theory comes from practice. We have seen that many directors have stopped writing. The strategy director is limited to fantasizing. The author believes that if you want to cultivate talents in digital marketing, you must practice internally, not the bottom executives. Directors post more posts. Top posts, go to forums more, write more blogs, and write more advocacy articles, and you will find that if you practice the case you plan yourself more, you will find that the original online public relations is not what we imagined.

Third:

Digital marketing is not a direct transfer of traditional marketing methods, but it is not completely different. For the training of digital marketing talents, if traditional marketing talents, such as public relations and advertising talents, can clearly recognize the difference between the two and the point of integration between the two, then the training of such talents will be converted from traditional marketing talents. Digital marketing talents are bound to become elites.

Fourth:

It is necessary to continuously and deeply study various websites. What is a portal suitable for? What is a vertical website suitable for? What is a community forum suitable for? Associations and differences between various websites, etc.

Interactive service edit

The Internet has fundamentally changed our society. Free access to information improves global access to education and proposes new challenges to intellectual property rights. Consumers buy any goods or services at the click of a button. Competition in the retail industry intensifies and prices eventually fall. The rise of social networks has made it easier for individuals and businesses to connect with each other, thus triggering unprecedented opportunities for advertising. So, how can digital marketing services help your website?

Improve search engine

SES (SearchEngineServices) is search engine service. Everyone uses search engines on the Internet. All the information stored online, it is a geographical job to sort, through it to retrieve what users want, and which information is the best choice and return. Make sure you have a digital marketing plan that appears near the top of the page, which can help you share terms related to successful prospect searches. A small investment in search engine optimization (SEO) can pay off quickly and slowly as more and more customers come to your website. And SEO is a way to use the search rules of search engines to improve the ranking of the target website in the relevant search engine. [4] Through a set of search engine-based marketing ideas such as SEO, it provides ecological self-marketing solutions for the website, allowing the website to occupy a leading position in the industry and thus obtain brand benefits.

Social media marketing services

Some companies have large enough individuals or teams to hire, whose sole responsibility is to build and maintain portals on these platforms. This means that there will always be someone ready to interact with other users and enhance the brand. The above model can be analyzed by the self-media marketing model proposed by Mr. Yu Dejin, the father of digital marketing. Pan-self media marketing mainly refers to a series of related media marketing attributed to one's official website, minisite, corporate Weibo, WeChat public platform, Weishi, etc., spreading one's own information on the "account" channel that one controls, thereby The act of gaining attention and approval from the outside world. With a private, civilian, universal, and autonomous communicator's perspective, coupled with electronic information marketing methods, it delivers standardized marketing content to specific target audiences.

Interactive professional

Not all business owners are well adapted to network etiquette as they can. Even the most savvy online individuals are unlikely to be able to stimulate conversations with people who get paid to use social media to represent their customers. There are certain habits and techniques that must be mastered in order to make much progress, unless you have free time, it may be worth shelling out some social media management.

Successful case edit

The Dell model is a successful example of digital marketing. The way to success of Dell’s model is not a simple direct sale. The root of success lies in low-cost, high-efficiency marketing and production management. That is to say, the root of Dell’s success is the smallest production inventory, the fastest capital turnover, and personalized Even one-to-one product marketing, these are the goals that digital marketing wants to achieve. Dell's way of success, direct sales is only an external appearance, and digital marketing-style production management is the root of its success.

The theoretical foundation of digital marketing

The theoretical basis of digital marketing is extended from the DuPont analysis of financial management. Return on net assets = net sales interest rate × asset turnover rate × equity multiplier. The level of return on net assets first depends on the level of net asset interest rate. [6] The net asset interest rate is affected by two indicators, one is the net sales profit

Digital Marketing Gold Award

The second is the asset turnover rate. In order to increase the net profit margin of sales, on the one hand, it is necessary to expand sales revenue and on the other hand to reduce costs and expenses. The asset turnover rate reflects the relationship between the occupation of corporate assets and sales revenue. An important factor affecting the asset turnover rate is the total assets. It can be seen from the DuPont decomposition formula and the DuPont structure diagram: the greater the net sales interest rate, the greater the net asset interest rate. ; The greater the asset turnover rate, the greater the net asset interest rate; and the greater the net asset interest rate, the greater the return on net assets. The mystery of Dell’s success can also explain the asset turnover rate, that is, reducing inventory and speeding up the flow of working capital are very important to the improvement of the economic efficiency of the company. The information feedback mechanism of digital marketing is mainly to speed up the capital turnover rate and improve corporate finances. The efficiency of the investment center reduces inventory loss, speeds up the turnover of working capital, reduces interest loss, and reduces the cost of cost centers. For the profit center, it is mainly to expand the product sales and expand the market share to improve the profit center.

Digital marketing features edit

Integration:

It realizes the close integration of the foreground and the background. This integration is the basis for quickly responding to the individual needs of customers. It can be achieved from product information to payment collection and after-sales service in one go, so it is also a whole marketing channel. On the other hand, companies can use the Internet to uniformly design, plan, and coordinate implementation of different communications and marketing activities to avoid the negative effects of inconsistencies in different communications.

Personalized service:

Digital marketing provides personalized products according to the needs of customers. It can also track each customer's sales habits and hobbies, and recommend related products. Promotion on the Internet is a low-cost and user-friendly marketing method.

Richer product information:

The Internet can provide detailed specifications, technical indicators, warranty information, usage methods, etc. of current products, and even provide answers to common questions. Users can easily find products, prices, brands, etc. through the Internet.

Larger choice space:

Digital marketing will not be restricted by shelves and inventory, providing a huge dance hall for product display and sales, allowing customers to provide almost unlimited choice space.

Lower cost advantage:

The cost of publishing information on the Internet is limited. Selling products directly to consumers can shorten the distribution process. Anyone can request the information released independently, which can broaden the scope of sales, which can save promotional costs and reduce Cost makes the product price competitive. Most of the people who come to visit are customers who are interested in such products. The audience is accurate, avoiding a lot of useless information transmission and saving costs. The inventory can also be adjusted according to the order situation to reduce inventory costs.

More flexible market:

The types, prices and marketing methods of marketing products can be adjusted in time according to customer needs, competitive environment or inventory conditions. The network can transcend time and space limitations and the scope of multimedia sound and light functions, and it can give full play to the innovation of marketers.

Digital marketing also has the characteristics of multimedia, cross-temporal, interactive, anthropomorphic, advanced, efficient, and economical. Due to the use of various attributes of digital products, digital marketing has added many new characteristics to the transformation of traditional marketing methods.

Based on the above characteristics, digital marketing has many unprecedented competitive advantages: it can integrate various marketing activities such as product description, promotion, customer opinion survey, advertising, public relations, customer service, etc., and conduct one-to-one communication to truly achieve marketing. The comprehensive effect pursued by the combination. These marketing activities are not limited by time and location. They integrate text, sound, video, web and audiovisual, display them in a dynamic or static manner, and can update information easily and quickly. At the same time, consumers can repeatedly browse online and query. Combining these functions is equivalent to creating countless dealers and business representatives.

Digital marketers must always remember the fact that users have control. Inaccurate, irrelevant and annoying, these inhumane advertisements will force users to leave the site and ignore future advertisements. To be humane, all multimedia advertisements must be clearly marked with mute, pause, stop and close buttons, and the buttons must not be too similar to Windows buttons or warnings from other operating systems to cause confusion. Any advertisement that interferes with the content of the website should only be a few seconds long, unless the user shows interest in the advertisement in some interactive way.

The one-to-one service of digital marketing leaves more room for customers to consider freely, avoid impulsive shopping, and make decisions after more comparisons. Online service can be a 24-hour service, and it is faster. Not only after-sales service, but also in the process of customer consultation and purchase, companies can provide timely services to help customers complete their purchases. Usually the cost of after-sales service accounts for 67% of the development cost, and the provision of network services can reduce this cost.

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(1) Solve the problem of asymmetry in corporate marketing information.

Enterprises have a large backlog of conventional marketing inventory. Manufacturers usually manufacture thousands of pieces of the same product according to their own subjective imagination, and then wholesale them to various shopping malls level by level. As a result, many products do not meet the needs of consumers, and slogans such as "big price cuts" and "big auctions" can often be seen. This not only seriously affects the economic benefits of the enterprise, but also affects the survival and development of the enterprise, and reduces the return on investment and profitability of the enterprise. It also affects the corporate image and reduces the value of the corporate brand.

On the other hand, the exchange of goods between marketers not only hurts the channels and price systems of the production enterprises, There are products and markets, so there is the phenomenon of fleeing goods. Therefore, the topic of fleeing goods and anti-fleeing goods can be described as profound and long-lasting. Some people even compare the fleeing of goods between enterprises and enterprises to between Tao and evil. A contest. The root cause of all this is that the company's product marketing information is asymmetric, and the company cannot understand the product marketing information in time.

(2) Solve the problem of rampant counterfeiting.

Some statistics indicate that counterfeiting is increasing rapidly in China. Not only is the number increasing, but the fraudulent methods are also constantly changing, making products in another market and imported into China. What's more, some counterfeiters also export counterfeit imported products to other countries and regions. Counterfeit products are increasing day by day, and due to the fact that fraud is in the dark and people's ability to identify counterfeit goods is poor, due to insufficient legal support, companies or individuals are not effective in anti-counterfeiting. Experts summarized the two major difficulties in corporate anti-counterfeiting are representative: One is the imperfect laws and regulations, and the penalties for counterfeiting and selling counterfeiting are too light; the second is that serious local protectionism has caused a large number of specialized areas for manufacturing and selling counterfeiting to flourish. The inability of anti-counterfeiting and anti-counterfeiting has caused the proliferation of counterfeit and inferior products, and also caused consumers to lose confidence in some brands and brought devastating blows to these brands.

(3) Solve the problem of limitation of promotion

The usual product promotion is a lottery with an invoice or a scratch-off marker on the product. There are also manufacturers who directly put the prize or cash in the box of the product. Although this method is simple and easy to implement, there is only one product. The role of promotion, and this kind of promotion increasingly lacks freshness to consumers. Facing the increasingly fiercely competitive market, in order to promote product sales, various merchants have done their best to provide various discounts, promotions, and gifts all over the world. However, looking at these behaviors of most merchants, they only promote sales for the sake of promotion, and do not organically combine other elements of marketing through promotional behaviors, resulting in a situation in which the market is cold after the promotion. On the one hand, promotions have caused corporate profits to decline, and on the other hand, more consumers are also worried about the quality of these “competitive products” in the price war. I don’t know if these prices are so much lower than before, whether the quality will follow. Come down together?

(4) Solve the problem of low advertising efficiency.

The rapid economic development has brought about the rapid development of the media and the acceleration of people’s pace of life. The fast pace of life and the prosperity of entertainment programs have led to a significant reduction in the efficiency of consumer groups’ acceptance of advertisements. Each Chinese person receives an average of 500 advertisements per day. The number of harassment in the United States is 5,000. On the one hand, companies spend a lot of manpower and material resources in advertising, while on the other hand, the effectiveness of advertising is greatly reduced. Someone once sent 2 million messages to each other through short messages, and only 50 people responded. This is the main reason for this situation. It is because the advertisement is not targeted, that is, the consumer group is not subdivided according to the consumption situation, that is, the location of the fish is not ascertained, and the nets are scattered all over the sky and there is little income.

From the starting point of digital marketing, it can be seen that digital marketing is not only the information processing of distribution products, but also an important extension of business management. Digital marketing is to take the resource data involved in the actual operation of distribution, and all kinds of offline The basic data of dealers, distributors, terminals, sales and service data, terminal and consumer feedback data and product authenticity given anti-counterfeiting data, etc., are collected and sorted, analyzed and processed in a centralized manner and used for enterprises Production guidance and management. So what are the practical uses of digital marketing for companies? Marketing information management is not only an important aspect of the enterprise's corporate management of dealers, it can let the enterprise know the actual profitability of each product, the efficiency of the use of resources, the changing characteristics and development direction of the local market in the market. and many more.

And through product information management, companies can also discover markets and spaces that have not been noticed before through digital marketing, and more importantly, prevent the impact of counterfeit products on the market. Digital marketing companies create greater benefits internally, and externally control distributors, centrally control the second batch of merchants, and downstream control marketing terminals. Digital marketing is an improvement of the quality of traditional marketing. It also greatly improves the accuracy of enterprise management through the application of information technology, so that enterprises can know themselves and their opponents in business wars, so as to achieve a realm of management that can be battled!

Marketing method

When increasing the percentage of marketing budgets and focusing channel spending on digital activities, the most successful digital marketers focus on managing four core value sources.

First, they coordinate their own activities to enable consumers to participate in the increasingly popular digital buying journey.

Second, they use consumers' interest in their brands to publish content in various media that help consumers establish their personal marketing identity and act as brand ambassadors in the process.

Third, they recognize that they need to think like a large-scale multimedia publisher when managing the incredible amount of content created for products, market segments, channels, and promotions.

Finally, these marketers need to plan strategically how to collect and use the digital data that is now flooded. Consumers who were accustomed to learning about product reputation and getting advice from family or friends in the past began to read online reviews, compare product features and prices on the website, and discuss various options through social networking sites. This information flow not only enhances the capabilities of consumers, but also enables marketing departments to participate in conversations with consumers when they actively understand product categories and evaluate choices.

Industry outlook

Industry Information

According to data released by the United Nations International Telecommunications Union (ITU), as of the end of 2011, the total number of global mobile phone users has reached 5.9 billion. In China, mobile Internet users reached 388 million, and the Internet penetration rate reached 72%. With the rapid advent of the mobile era, the channels and time users use to obtain information are becoming increasingly fragmented. Mobile Internet has the characteristics of not being restricted by space and time. This is not only a challenge for digital marketing, but it also brings new development opportunities.

According to an IDC report called "Digital Universe", global data usage is expected to reach 35.2ZB by 2020. [7] For the Internet, user surfing behavior data, relationship data and UGC accumulated in social media, as well as geographic location data generated by the mobile Internet, constitute important sources of big data. Take Tencent as an example. Tencent has more than 783.6 million active QQ accounts, 469 million Weibo users and more than 100 million video users. More than 200 million pictures are uploaded to Qzone every day, and 65 million messages are sent on Tencent Weibo every day. Data is the key to successful digital marketing.

Industry Application

Digital Marketing-"Push" and "Pull"

There are two forms of digital marketing, each with pros and cons.

"Pull"

The "pull" digital marketing technology enables users to participate in the activities of finding and directly crawling ("pull") content. In these examples, users will have a dedicated link (URL) to view the content.

Advantage:

*There is no strict limit on the content format or size, because users will pick up what they need

*No need to send content technology, only need to store and display content

*No "opt-in" process

Disadvantages:

Need considerable market investment to enable users to find the information/content they need

Limited tracking capabilities-only the number of downloads, page views and other information can be obtained

Cannot be customized-the content received and viewed is the same for all audiences

"Push"

In "push" digital marketing technology activities, both marketers (information producers) and receivers (users) are included. E-mail, SMS, RSS subscription, etc. are all examples of "push" digital marketing. In these examples, in order for information to be received by users, marketers must send (push) information to users (subscribers).

Advantage

Customizable-

According to the selected criteria, the information received by the user can be highly targeted and precise-for example: a special offer for women over 21 or living in California.

Detailed tracking and reporting-marketers can not only know how many people have seen the information, but also know details about each user, such as their name, demographic and psychographic data .

May lead to a high input-output ratio-if implemented properly, push messages can help generate new revenue and strengthen the brand.

Disadvantage

Compatibility issues-Various push information technologies have their own rules: from less restrictive (RSS) to strict control (email and text messages).

Systems that need to send content – Marketers need to use apps to send information: from email marketing systems to RSS readers.

Message delivery may be blocked-If marketers do not follow the rules for each type of push message, content may be rejected or blocked before it reaches the intended recipient.

Meaning edit

E-commerce marketing

In recent years, with the rapid development of the Internet and mobile commerce, the importance of e-commerce has become increasingly prominent. Many companies have begun to set up e-commerce departments and set up their own websites to carry out e-commerce and online marketing. However, a new problem has emerged in front of enterprises and the industry, that is, how to promote their own enterprises and products on the Internet with low cost, high efficiency and large scale? How to effectively convert customer click-through rate into transaction rate? How to effectively and accurately control corporate marketing costs? How to make corporate marketing and promotion strategies have good confidentiality from peers and competitors? This series of problems has caused many companies to turn their attention to digital marketing platforms.

Companies should adopt precise digital marketing programs. Based on digital marketing, marketers can categorize intended customers based on effective search of customer resources, and publish personalized email messages or short message services to customers of various categories. All emails and text messages can use HTML code to write beautiful and personalized web pages, add related information hyperlinks and link tracking, allowing marketers to determine the success rate of advertising and the recipient’s attention to emails and products degree. Marketers can decide the positioning problem for the next email or message sending based on the customer's attention. This is a precise positioning. Digital marketing is to ensure that the most suitable customer receives the most personalized information compiled for him by marketers at the most suitable time. In this case, the marketing cost of publishing mails is lower than the bidding ranking, and it is controllable and manageable; mass mailings, as long as the mails belong to high-quality articles, contain high-quality information, and are published to the mailbox of the intended customer with permission In addition, it will definitely greatly improve the corporate image and website visits; moreover, digital marketing realizes one-to-one exclusive marketing between enterprises and customers, with high accuracy, and it is not easy to be detected and imitated by competitors.