The Last Mile Of Digital Marketing

The large and full reports of McKinsey, Accenture, Nelson and other companies, Emarkter, Econsultancy, Edelman Digital small and accurate prediction, are good information that marketing managers love to see.

And all kinds of short and fast analysis scattered on LinkedIn Pulse and Slideshare also provide delicious snacks.

Technological progress has strengthened and changed people's behavior and promoted the pformation of marketing.

For digital marketing control, the theme of 2015 may no longer be the next WeChat, but how to complete the last mile of digital marketing from Social Currency to Digital Business (digital commerce).

A new wave of Technology

In 2012, we will face a new wave of technology.

Gartner, the global information technology research and consulting firm, released the 10 major strategic trends in 2015 (Symposium/ITxpo "s Top 10 Strategic Technology Trends for 2015") at the October Symposium/ITxpo conference.

Gartner has accurately predicted global technology trends for 3 consecutive years and has made its annual forecast the focus of the industry.

In this technology report that predicts significant impact on enterprise organizations in the next 3 years, Gartner's technology trend covers the trend of IT infrastructure, such as reality and virtual convergence, intelligent Internet, and scale IT.

These 10 trends include: Ubiquitous Computing (Computing Everywhere), Internet of things, 3D printing, Advanced (Pervasive, Invisible Analytics), rich scene system (Context-Rich Systems), intelligent machine (Smart Machines Machines), cloud computing, software definition application and Architecture (Systems), network scale (Pervasive), and risk based security and self protection.

These technologies are likely to subvert existing business models, change user habits and influence the future strategy of enterprises, and also foreshadowed the future digital marketing pformation.

The world's 2 billion smart devices will make computing ubiquitous. In 2013 alone, 630 million smart devices will be networked.

The era of multi screen has arrived, the opportunity of digital marketing is how to meet users' needs in various scenarios and environments.

Ubiquitous computing, accompanied by the wave of Smart Things, makes the Internet of things move from concept to reality.

The Internet of things in the future is not just "mobile phone remote water heater" or "photo shows salmon origin and freshness" so simple.

Advanced (Pervasive, Invisible Analytics) will help you filter things from Internet of things, social media and

A lot of information about the device.

It integrates with Context-Rich Systems, analyzes user needs and the scene and environment, and helps users make the right choices and decisions through machine self-learning, so that the increasingly complex computing world can be greatly simplified.

Google is leading the application of intelligent machines in the field of automatic driving.

More intelligent machine applications will lead us to speed up the way to the "matrix".

Intelligent machines not only let us enjoy the convenience and new experience brought by the sweeping robot and Philips Hue intelligent light source, but also bring about new business models and marketing methods.

Gartner predicts that by 2018, smart machines will reduce operating costs by 30%.

These technologies, coupled with 3D printing, will promote the emerging "Maker Movement", making the boundaries between consumers and producers, users and owners increasingly blurred.

Integration of reality and virtual: invisible goods

No matter how we interpret the pformation of marketing from content marketing to experiential marketing, the simplest description is Show me, don 't tell Me.

This not only means that the brand needs to be satisfied with "having pictures and truth", but also means that marketing needs to turn from "a good story" to "a good experience".

A survey published in the latest issue of psychological science shows that pleasure is more lasting than "material".

Experiments at Cornell University, Thomas Gilovich et al. Show that people can get more lasting happiness and satisfaction from the consumption experience.

Researchers also found that when people had "experience" of "consumption expectations", they were happier than "no consumption expectations".

In another survey, researchers tracked the consumption expectations of 2266 adults.

Researchers will send messages to these people's smart phones from time to time, asking them to report their thoughts and feelings.

The results show that in 19% of daily life, people's minds are thinking of buying some kind of "experience (such as concert tickets and concert tickets)" in the future, and the former is happier at the moment than those who are thinking of buying some kind of material (such as washing machines and refrigerators) in the future.

So, how can we change products from "material" to "experience"? GoPro's approach is to turn GoPro into a "Be A Hero" tool and create a "thrilling experience" with users. Holland Airlines KLM allows a cute puppy to send passengers' missing items on the plane to the owner and create a "meticulous and loving" experience.

This is just a simple expression of pforming "product" and "service" into "experience".

If the rise of "social well-being" at the social level can be achieved by providing the "experience" infrastructure, then the promotion of "consumer happiness" at the brand and product level will be realized by big data, cloud computing, Advanced (Pervasive, Invisible Analytics), and rich scene system (Context-Rich Systems).

Sharing and manufacturing: disappearing consumers

In 2014, a large number of local start-up companies copying AirBnB and Uber shared the venture.

Sharing Economy has become a topic of concern for entrepreneurs and marketing controls.

Although the Sharing Economy is still struggling with the problem of user privacy and property security, it still can not prevent people from embracing this new consumption mode: Access (Own).

Gartner's report predicts that a large number of disruptive innovation companies will emerge globally.

These companies will work together with AirBnB and Uber to build a consumer LED product sharing network.

Its scale may be much larger than that of Amazon and Taobao.

Consumers not only share industrial products, but also share their products.

There are two stages in the trend of "consumer is maker". The first stage is C2M (Customer to Manufacturer, consumer to factory), and the second stage is Maker Movement as mentioned earlier.

Consumers will have more say in product R & D and manufacturing, not only do they provide

To evaluate and share the experience of use, and to participate in the design of the product.

Maker Economy may allow every consumer to become a maker, design, manufacture and sell their products independently or in a crowd raising manner.

Global 3D printer shipments are expected to grow by 98% in 2015, and shipments will double by 2016.

3D printing technology will reach a critical point in the next 3 years, because relatively low price 3D printing equipment continues to develop rapidly, and the scope of industrial application is also significantly expanded.

New industries, biology and consumer applications will continue to emerge, proving that 3D printing is a real, feasible and cost-effective way to reduce costs by improving design, simplifying prototyping and short term production.

At the same time, it is a booster of Maker Economy.

Against this background, traditional enterprises can no longer rely on economies of scale and lean production to sell products.

They either reverse growth or die like digital pformation, like technology start-ups.

From big data to good data

Big data may be very mysterious.

But the mystery is slowly dissipating over time.

Just like we don't need to be able to program, we can play micro-blog marketing, and Hadoop can't become an obstacle for us to embrace big data.

But big data is not necessarily good data.

Those who once claimed to be China's largest social network and micro-blog have huge amounts of data and technology capabilities, but can't get out of the dilemma of "sitting on a gold mine but asking for food everywhere".

And those companies advocating big data 4V concept (volume, variety, velocity, value), sitting on massive data and mining capabilities, still do not change "who gives money who ranks high in search" feelings, still love "since you have bought a full picture of the SLR, then you should be very interested in this 200 yuan lens," the harassment of big data marketing.

It is not, but not.

In China, most of those who use big data are not IT companies, but all kinds of fraudulent gangs.

They only need a incomplete address book, so that we can restore our relationship map and interests chain, and let us enter another trap.

Their research on user psychology, accurate analysis of user needs, instant satisfaction of different needs, profound skills of storytelling, and ability to pform information into money are textbooks for big data marketing.

The above two points indicate that from big data to good data, it is not technology, but the people's heart.

Keith Weed, Unilever's chief marketing communications officer, said: "the real charm of big data is not how we get and analyze, but how we use it.

If big data brings consumers only