Change 5: From traditional marketing to digital marketing

Change 5: From traditional marketing to digital marketing, you have seen a lot of this change, and you are talking about digital marketing every day. So what is the change you want to emphasize here?

1, integrated marketing

Nowadays, enterprises are facing more and more diversified customer segments, and there are more and more ways for customers to deal with enterprises. We should pay equal attention to online marketing and offline marketing, and integrate marketing with both traditional marketing and digital marketing.

2. Digital marketing

Establish the foundation of digital marketing in a systematic way.

3. Build the foundation of digital marketing

For this change, we should systematically establish the foundation of digital marketing. To build digital marketing, we must have infrastructure and basic work.

Includes obtaining data, constructing marketing digital assets, constructing new digital marketing organization and personnel KPI, and obtaining data. First, we need to get the data. Our enterprise now produces a large amount of data, and we need to obtain these data effectively, which should be incorporated into the overall digital marketing system. You can buy this structure yourself or build it yourself.

The system includes CRM data, order data, market research data, social media data, customer feedback data and third-party monitoring data. It contains so much data that it should be included in the marketing decision-making system. What is this marketing decision system? Each of our enterprises will build according to their own different strategies. So the first task is to establish your digital marketing infrastructure, including data collection and organizational structure.

Speaking of organizational structure, in the past, the traditional organizational structure was compartmentalized, and the marketing department was responsible for advertising communication and made an advertisement every month or even half a year. Nowadays, digital marketing is real-time marketing and content marketing, which requires you to establish a new marketing organization system. For example, the new marketing organization system includes distributed and hybrid. In the past, we put all the marketing functions in the marketing department. Today, because we want to buy a lot of cross-media content, we may put the media procurement in the purchasing department, and a group of teams who know marketing will do the overall procurement.

For example, we used to be a central cluster marketing, but today the market reaction is too fast and needs to sink, and the marketing planning function may sink to provincial companies and so on. These are in line with our rapid marketing changes.

Build the foundation of digital marketing in a systematic way

To build a new strategic system of digital marketing-4R system, the first point of digital marketing is to build infrastructure, and the second point is to build a new strategic system of digital marketing, namely 4R system. The new strategic system of digital marketing-4R, "4R" is unique in digital marketing, and enterprises can realize it by using data, real-time feedback network and customer relationship.

condition

In order to communicate with customers, influence and retain customers, digital marketing needs to produce content, such as text, video and mixed content, such as newspapers, forums, search engines and YouTube. The content of digital marketing comes from R&D department, production department, customer service department, after-sales service department, execution department, delivery department, finance department and market research department.

Enterprise requirements

Enterprises should produce a large amount of content in real time, pay attention to the content input and the return rate of content input, and have very strong ability of content integration, editing, production, distribution and monitoring, so the transformation from traditional marketing to digital marketing is related to real-time and content.