Misunderstanding Of Digital Marketing

At P seminar, a "a href=" http://www.91se91.com "brand" /a "enterprise market executive talked with me about the" social digital marketing strategy "and asked such a question:" I know WeChat is very useful, but we are already using micro-blog, do we need to divide our energies and gather a lot of people in WeChat to strengthen our brand communication? "

Many people in the "P" Internet circle may be shocked for half a day if they hear this question.

But this is the real problem faced by the brand enterprises. When socializing has become the input direction that the market department must consider, the more social platform has emerged, and the big data wave has hit. At the same time, the "traditional" network media, portals and forum websites still seem to be valuable, while the "more traditional" means of communication, such as television, radio, media or tour, are facing the so-called "O2O" innovation pressure.

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Under the pressure, the brand enterprise's digital marketing strategy is easy to walk into two typical misunderstandings: to use the old thinking to understand the new digital marketing platform, resulting in the work of the new digital marketing platform is neither fish nor fowl; or blindly pursue innovation, the lack of flat platform development, and the existing marketing platform that still has huge flow value and crowd stickiness can not make full use of the P platform.

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< p > < strong > error case < /strong > < /p >.

The problem at the beginning of the article p is to use old thinking to understand the typical example of the new platform.

Since its establishment, micro-blog's media attributes have been widely accepted by brand enterprises.

This led to WeChat's initial display of marketing value. Many brands' market departments completely used micro-blog's understanding of WeChat to understand WeChat. The reason is simply that they are social platforms.

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< p > in fact, WeChat's "self media attribute" wants to be weaker than the idea of "strong social platform". In the use of brand enterprises, WeChat platform has been clearly interpreted as a powerful marketing platform pointing to "enterprise functional platform" and "SCRM (SOCIAL Customer Relationship Management) functional platform" as early as 2012.

According to this understanding, WeChat's fans of brand enterprises should emphasize brand cognition or product cognition more than micro-blog fans. There are a lot of "high value customers" among them.

It is also because of this gene, we see the number of Hanting's account number in only about 400000 vermicelli, still can achieve more than 500 nights a day order.

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< p > in the strong relational WeChat platform, it is unrealistic to demand the rapid growth of WeChat fans. However, the quantity and quality of daily content distribution and the marketing activities are proved to be "harassing" actions, which are not consistent with the WeChat platform characteristics.

The most important problem is that in the official WeChat public account operation plan of the vast majority of customers, like micro-blog account operation, it only set targets for fans to accumulate, and what to do after accumulating fans is set up as "brand communication". This is the most unsuccessful thing. We need to know that fans who use < a href= "http://www.91se91.com/news/index_s.asp" > WeChat < /a can do much more than communication.

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The lack of development of the existing platforms due to innovation and innovation caused by P is also numerous.

At the beginning of this year, I saw a large number of micro-blog's annual brief of brand enterprises. Most of them are still trilogy of fans, activities and forwarding comments.

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< p > micro-blog accumulating fans just for the sake of self media brand communication? This is just the tip of the iceberg of micro-blog's function.

We only start with the fans of the official micro-blog of the brand enterprises, and do not rely on too much technology input. Only relying on the manual strength of the operation team, we can be able to complete the functional application of marketing strategy research, product research, trial report collection and Market Research Based on these fans.

If the brand operation service provider of the brand is a little more powerful in technology, using the "social search" as the core, it can realize micro-blog platform word-of-mouth environment analysis, hot event pmission link analysis, brand or product KOL (opinion leaders) mining, sneak group preliminary excavation and cleaning, precise marketing strategy mining, precise marketing diversion and other functions.

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< p > in fact, the continuing development space of micro-blog platform is very huge. Taking at least 55 million new information per day as an example, it is the most powerful foundation for mass data mining. As long as the technical strength is enough, it can be acquired, cleaned, modeled and excavated to form a powerful precision marketing application. This is not only a way of thinking, it has many successful examples.

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The three carriages of social media platform, traditional digital media platform and big data technology platform have been ready to support the digital marketing strategy. The key to success is whether we can recognize the value of these three types of media and technology platforms and effectively use them at the same time. P

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< p > < strong > how to avoid misunderstandings < /strong > < /p >

< p > brand enterprises will have the above misunderstanding. I think the main reasons are two: first, brand enterprises lack clear digital marketing strategy; secondly, brand enterprises do not realize the value of integrated digital marketing to the whole enterprise.

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< p > let's start with the first point.

There are at least 3 elements in a digital marketing strategy: first, the digital media platform should be chosen; the second is the digital media platform operation plan; the third is the clear integration of digital marketing objectives.

Among the 3 elements, the goal of integrating digital marketing is the most critical, which will directly determine the specific contents of the first two plans.

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< p > the main drawback of the former two cases is that the goal of digital marketing is set to a shallow level of fan gathering and brand communication. In two cases, the depth of target achieved by the media platform itself can not be achieved, let alone the setting and implementation of "integrated digital marketing objectives".

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< p > I believe that brand enterprises, especially the brand enterprises whose products are less than a href= "http://www.91se91.com/news/index_f.asp" > design, /a, production, sales and service, should be set around the core value chain.

Product design can provide product planning reference information and trial support; Product data can provide flexible production with big data support; sales information can be provided by market information research, brand communication support, integrated sales strategy, sneak mining and marketing, and old user repurchase marketing strategy; for service, service brand building and dissemination, pre sales service support, after sales service support can be provided.

In addition, if we use the digital tools well enough, many functional applications can support the effective operation of the whole value chain. For example, through WeChat to achieve product ordering, or through WeChat to complete the rapid inquiry and proactive logistics information, this will effectively improve the customer's feeling.

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< p > today, the three carriages of social media platform, traditional digital media platform and big data technology platform have been ready to support the digital marketing strategy. The key to success is whether we can recognize the value of these three media and technology platforms and effectively use them. This involves the first two parts of the three factors: the choice and operation planning of the system's digital media platform.

Nowadays, few brand enterprises have realized all the parts of this strategy. The main reason is that few brand enterprises realize the value of integrating digital marketing to the whole enterprise, and therefore integrate digital marketing in its proper position, so that it can truly serve the core value chain.

This is the biggest problem! < /p >

< p > but fortunately, the trend is good. When the chief "a href=" http://www.91se91.com/news/index_f.asp "> /a" CMO "has gradually become a routine duty, I believe at least some people have begun to have some ambition, so that the time of integrating digital marketing to give full play to its value should be getting closer and closer!