目录
- ▪ What is digital marketing?
- 1 The theoretical basis of digital marketing
- 2 Features of digital marketing
- 3 Competitive advantages of digital marketing
- 4 Market Problems Solved by Digital Marketing
- ▪ Solve the problem of asymmetry in marketing information.
- ▪ to address rampant fakes fake powerless problems.
- ▪ Solve the limitations of promotion
- ▪ Solve the problem of low advertising efficiency.
What is digital marketing?
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 use advanced computer network technology as much as possible to seek new market development and new consumer exploration in the most efficient and cost-effective way.
The goal of digital marketing is: let our enterprises reach the market with the lowest cost and fastest speed, and meet the needs of customers.
Digital marketing is to give full play a significant role in modern communication technology, computer technology, the whole process of marketing are placed under the control of modern communication and computer technology, so that the nerve enterprise product marketing throughout every corner, so that corporate marketing Each terminal of the company is covered with product marketing sensors, thereby changing the information asymmetry between the company and marketing, realizing the statistics of each product sales and predictable market changes, so as to use marketing numbers to guide the production of the company The use of marketing figures to guide the formulation and implementation of marketing strategies, not only to achieve the company in the market economy in the commercial war to achieve "know oneself, know one another, one hundred wars do not falter" good posture.
Digital marketing is not only a revolution in technology, but also a deeper revolution in ideas. 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-participatory marketing . Digital marketing has given new meaning to the marketing mix . Its functions include information exchange, online purchase, online publishing, electronic money , online advertising, and corporate public relations . It is the main marketing method and development trend of enterprises in the digital economy era.
The Dell model is a model of digital marketing success. The success of Dell 's model does not lie in a simple direct sale . The root of success lies in low cost and efficient marketing and production management . That is to say, Dell's success is basically the smallest production inventory , the fastest capital turnover , personalized even one to one marketing products, these are digital marketing objectives to be achieved, the success of Dell's direct sales is just a outward appearances, digital marketing style production management fundamental is its success.
The theoretical basis of digital marketing
Digital Marketing is the theoretical basis of the financial management of the DuPont analysis extends out, the ROE = sales margin × Asset Turnover × equity multiplier , ROE level depends primarily on the ROA high and low. The net asset interest rate is affected by two indicators, one is the net sales margin, and the other is the asset turnover rate . To increase the net profit margin of sales, it is necessary to expand sales revenue on the one hand and reduce costs on the other. Asset turnover reflects the relationship between corporate asset occupation and sales revenue. An important factor affecting asset turnover is the total assets, as can be seen from DuPont's decomposition and DuPont structure chart: 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 success mystery of Dell can also explain that the asset turnover rate, that is, reducing inventory and accelerating the flow of liquid funds is very important to improve the economic efficiency of enterprises. The information feedback mechanism of digital marketing is mainly to accelerate the capital turnover rate and improve corporate finance. The efficiency of the investment center reduces inventory losses, accelerates the turnover of working capital, reduces interest losses, and reduces the cost of cost centers . For the profit center, it is mainly to increase product sales and market share to increaseProfit center benefits.
Features of digital marketing
Digital marketing has the following characteristics:
The integration achieves the tight integration of the front desk and the back office, and this integration is the basis for quickly responding to the personalized needs of customers. It can achieve everything from product information to collection and after-sales service , so it is also a full-scale marketing channel . On the other hand, enterprises can use the Internet to carry out unified design planning and coordinated implementation of different communication and marketing activities to avoid the negative impact of inconsistencies in different communication.
Personalized service, digital marketing provides personalized products according to customer needs, and can also track the sales habits and hobbies of each customer 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. via the Internet .
Larger choice space, digital marketing will not be limited by shelves and inventory, providing a huge ballroom for product display and sales, enabling customers to provide almost unlimited choice space.
Lower cost advantage. Publishing information online has limited cost. Selling the product directly to consumers can shorten the distribution process. Anyone can obtain the information independently and expand the sales scope. This can save promotion costs and reduce Cost makes the product price competitive . Most of the customers who came to visit were interested in this kind of products, and the audience was accurate, which avoided many useless information transfers and saved costs. You can also adjust the amount of inventory according to the order situation , reducing inventory costs.
More flexible marketing, product types, prices, and marketing methods can be adjusted in time according to customer needs, competitive environment, or inventory conditions. The network can exceed the scope of time and space and multimedia sound and light functions, and can play the innovation of marketing personnel.
Optimized services, one-to-one service of digital marketing, leave more room for customers to consider, avoid impulse shopping, and make decisions after more comparisons. Online services can be 24 hours and faster. Not only after-sales service, but also in the process of customer consultation and purchase, companies can provide services in a timely manner to help customers complete the purchase . The cost of after-sales service usually accounts for 67% of the development cost. Providing network services can reduce this cost.
In addition, digital marketing also has the characteristics of multimedia, time and space, interactive, anthropomorphic, advanced, efficient, and economical. Due to the use of various attributes of digital products , digital marketing has added many new characteristics on the basis of transforming traditional marketing methods.
Competitive advantages of digital marketing
Based on the above characteristics, digital marketing has many unprecedented competitive advantages: it can integrate various marketing activities such as product descriptions, promotions, customer opinion surveys, advertising, public relations, and customer service , and conduct one-to-one communication to truly achieve marketing. a combination of the combined effect of the pursuit. These marketing activities are not limited by time and region. They integrate text, sound, video, web and audiovisual, display in dynamic or static mode, and can quickly and easily update data. At the same time, consumers can repeatedly go online to browse and query. The combination of these functions is equivalent to creating countless dealers and business representatives.
Market Problems Solved by Digital Marketing
Four major market issues to be addressed by digital marketing
Solve the problem of asymmetry in marketing information.
Enterprises have a large backlog of conventional marketing inventory. Usually manufacturers according to their own subjective imagination, first manufacture thousands of pieces of the same product, and then wholesale to shopping malls. As a result, there are many products that do not meet the needs of consumers. These products have formed a large backlog, some of which have been in stock for several months, and some have even been in stock for several years. After a long-term inventory, commercial enterprises cut prices again. In shopping malls, slogans such as "big price cuts" and "big auctions" are often seen. The blind production of enterprises is caused by the inability of enterprises to make timely statistics and responses to market sales, which leads to increased product inventory, longer capital turnover time, and untimely recovery of payment. This not only seriously affects the economic benefits of the enterprise, but also affects the survival and development of the enterprise, reducing the enterprise's return on investment and profitability. It also affects the corporate image and reduces the value of the corporate brand .
On the other hand between the marketer R & D center not only hurt the channels and price system manufacturers, are still loyal customers of the head form a "Xintai Hei" impression. There is a product and a market, and there is a phenomenon of channeling. Therefore, the topic of channeling and anti-channeling is talked about deeply and lastingly. Some people even compare the company to the channel between the Tao and the magic. A contest. The root of all this is caused by the asymmetry of the marketing information of the product by the enterprise, and the enterprise cannot understand the marketing information of the product in time.
to address rampant fakes fake powerless problems.
Some statistics show that counterfeiting is increasing sharply in China. Not only are the numbers growing, but the ways of counterfeiting are constantly changing. Some counterfeiters have intensified their activities in manufacturing counterfeit imported products in recent years, impersonating the manufactured counterfeit products as brand owners or their licensees, and manufacturing and importing products into China in another market. What's more, some counterfeiters also export counterfeit imported products to other countries and regions. The number of counterfeit products is increasing day by day, and because of the hidden in the dark and people's poor ability to identify fakes, due to insufficient legal support, and the effect of anti-counterfeiting by enterprises or individuals is not good, the two major difficulties of corporate anti-counterfeiting as summarized by experts are representative: First, the laws and regulations are incomplete, and the penalties for those who fake and sell fake goods are too light; the second is that serious local protectionism has led to a large number of specialized areas for making and selling fake goods. However, various popular anti-counterfeiting technologies currently on the market often stay at the product marking stage due to the wrong anti-counterfeiting concept. Due to the low accuracy verification rate of consumers, the anti-counterfeiting effect is minimal, and the actual anti-counterfeiting effect is very poor. The pale power of anti-counterfeiting and anti-counterfeiting has caused the proliferation of counterfeit and inferior products, which has also caused consumers to lose confidence in some brands, which has brought a devastating blow to these brands.
Solve the limitations of promotion
The usual merchandising based on invoices sweepstakes or lottery with scratch-off markers with the goods, but also directly to manufacturers or cash prizes on commodity boxes inside, although this method is simple and easy to implement, but only one product Promotional role, and this kind of promotion is increasingly lacking in freshness to consumers. Faced with an increasingly fiercely competitive market, in order to promote product sales, various merchants have made every effort to various discounts, promotions and gifts. However, looking at these behaviors of most merchants, they are only promoting for promotion, and do not organically combine other elements of marketing through promotional behaviors, resulting in a cool situation in the market after the promotion. On the one hand, promotions have reduced corporate profits , and on the other hand, more consumers have expressed concern about the quality of these "conflict products". Did they come down together?
Solve the problem of low advertising efficiency.
The rapid development of the economy has brought about the rapid development of media and the acceleration of people's life. The fast pace of life and the prosperity of entertainment programs have led to a significant reduction in the efficiency of consumer acceptance of advertisements. Each Chinese person receives 500 advertisements per day on average. Harassment, while in the United States this number is 5,000. On the one hand, companies spend a lot of manpower and material resources on advertising, but on the other hand, the effectiveness of advertising is greatly reduced. Some people have used SMS to send 2 million messages to each other, and only 50 people responded. This is the main reason for this situation. It is because the advertisement is not targeted, that is,
