Characteristics of digital marketing

Integration: Tight integration between the front desk and the back office is achieved. This integration is the basis for rapid response to customers' personalized needs. It can realize everything from product information to payment and after-sales service, so it is also a full-process marketing channel. On the other hand, enterprises can use the Internet to design, plan and coordinate the implementation of different communication and marketing activities in a unified manner to avoid the negative impact caused by the inconsistency of different communication.

Personalized services: Digital marketing provides personalized products according to customer needs. It can also track each customer's sales habits and hobbies and recommend related products. Promotion on the Internet is a low-cost and humanized marketing method.

More 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.

Greater choice: Digital marketing will not be limited by shelves and inventory, providing a huge ballroom for product display and sales, giving customers almost unlimited choice.

Lower cost advantages: Publishing information online at a limited cost, selling products directly to consumers can shorten the distribution link, and anyone can request the published information independently, which can broaden the scope of sales. Promotional expenses can be saved, thereby reducing costs and making the product price competitive. Most of the people who come to visit are customers who are interested in such products. The audience is accurate, which avoids a lot of useless information transmission and saves costs. Inventory quantities can also be adjusted according to ordering conditions 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 multimedia sound and light functions, which is why it can Unleash the innovation of marketers.

Digital marketing also has the characteristics of multimedia, cross-time and space, interactive, anthropomorphic, advanced, efficient, economical and other characteristics. Due to the utilization of various attributes of digital products, digital marketing adds many new characteristics on the basis of transforming traditional marketing methods.

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, customer service, etc. Conduct one-on-one communication to truly achieve the comprehensive effect pursued by the marketing mix. These marketing activities are not limited by time and region. They integrate text, sound, video, web and audio-visual, display them in dynamic or static ways, and can update information easily and quickly. At the same time, consumers can also browse online repeatedly. Combining these functions is equivalent to creating countless dealers and business representatives.

Digital marketers must always remember that users are in control. These dehumanizing ads that are inaccurate, irrelevant, and annoying will force users to leave the site and ignore future ads. To be user-friendly, Mute, Pause, Stop and Close buttons must be clearly marked on all multimedia ads, and the buttons must not be too similar to Windows buttons or warnings from other operating systems to cause confusion. Any ads that interfere with the content of the site (watermark ads, pop-up ads, etc.) should only be a few seconds long, unless the user has shown interest in the ad in some interactive way.

The one-on-one service of digital marketing leaves more room for customers to consider freely, avoid impulse shopping, and make decisions after more comparisons. Online service can be a 24-hour service and is faster. Not only after-sales service, during the customer consultation and purchase process, the company can provide timely services to help customers complete the purchase behavior. Usually after-sales service costs account for 67% of development costs, and providing network services can reduce this cost. (1) Solve the problem of corporate marketing information asymmetry.

Companies have a large backlog of inventory according to conventional marketing. Usually, manufacturers first manufacture thousands of pieces of the same product according to their own subjective imagination, and then wholesale it to shopping malls in various places. 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 enterprise's return on investment and profitability. It also affects the image of the company and reduces the value of the corporate brand.

On the other hand, the cross-selling of goods among marketers not only harms the channels and price systems of production companies, but also creates the impression of "too dark a heart" in the minds of loyal customers. If there is a product and a market, there will be the phenomenon of cross-selling. Therefore, the topic of cross-selling and anti-crossing has been discussed deeply and for a long time. Some people even likened the cross-selling between enterprises to the relationship between Tao and the devil. a contest. The root cause of all this is the asymmetry of the company's product marketing information, and the company's inability to understand product marketing information in a timely manner.

(2) Solve the problem of rampant counterfeiting and inability to crack down on counterfeiting.

Some statistics show that counterfeiting is increasing dramatically in China. Not only are the numbers growing, but the methods of counterfeiting are also constantly evolving, with products manufactured in another market and imported into China. 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 due to the fact that counterfeiting occurs in the dark, people have poor ability to identify fake goods, and due to insufficient legal support, companies or individuals are not effective in combating counterfeiting. The two major difficulties that experts have summarized for companies in combating counterfeiting are very representative: First, laws and regulations are imperfect and penalties for counterfeiters are too light; second, severe local protectionism has led to the continued prosperity of a large number of areas specializing in the production and sale of counterfeit goods. The inability to fight against counterfeiting and anti-counterfeiting has led to the proliferation of fake and shoddy products and has caused consumers to lose confidence in some brands, causing a devastating blow to these brands.

(3) Solve the problem of limitations of promotion

Usual product promotions are based on invoice draws or draws based on scratch-off markers on the products. There are also manufacturers who directly Putting prizes or cash in the packaging box of the product, although this method is simple and easy to implement, it only has a product promotion effect, and this kind of promotion is increasingly lacking in freshness for consumers. Facing the increasingly fierce competition in the market, merchants are doing their best to promote product sales, and various discounts, promotions, and gifts are flying all over the place. However, looking at these behaviors of most merchants, they are just promotions for the sake of promotion, and do not organically combine other elements of marketing through promotional behaviors, resulting in a situation where the market is left with nothing after the promotion. On the one hand, promotions have caused corporate profits to decline. On the other hand, more consumers are also worried about the quality of these "competition products" in the price war. I wonder whether the quality of these products, which are so much lower than before, will also follow suit. Did they come down together?

(4) Solve the problem of low advertising efficiency.

The rapid development of the economy has brought about the rapid development of media and the accelerated pace of people’s lives. The fast pace of life and the prosperity of entertainment programs have greatly reduced the efficiency of consumer groups in accepting advertising. Every Chinese On average, people are harassed by advertisements 500 times a day, and in the United States this number is 5,000 times. 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. Someone once sent 2 million messages to each other through text messages, and only 50 people responded. The main reason for this situation The advertising is not targeted, that is, the consumer groups are not segmented according to consumption situations, that is, the location of the fish schools is not discovered, and the net is cast all over the sky and little is gained.

It can be seen from the starting point of digital marketing that digital marketing is not only the information processing of distribution products, but also an important extension of enterprise management. Digital marketing is to integrate the information involved in the actual operation of distribution. Resource data, basic data of various downline dealers, distributors, terminals, data generated by sales and services, data fed back by terminals and consumers, and anti-counterfeiting data given on product authenticity, etc., are collected and organized. , centralized analysis and processing and used for the guidance and management of enterprise production. So what practical uses does digital marketing have for businesses? Marketing information management is not only an important aspect for enterprises to implement enterprise management of dealers, it allows enterprises to clearly know the actual profit status of each of their products, the efficiency of resource use, the changing characteristics and development direction of the local market in the market etc. And through product information management, companies can also discover markets and spaces that they have never paid attention to before through digital marketing. More importantly, they can prevent counterfeit products from impacting the market. Digital marketing companies create greater benefits internally, and externally control dealers at the top, second batches of dealers at the center, and marketing terminals at the bottom.

Digital marketing is a quality improvement to traditional marketing. It also greatly improves the accuracy of enterprise management through the application of information technology, allowing enterprises to know themselves and their enemies in business wars, thereby achieving a management level that is invincible in every battle! As they increase the percentage of their marketing budget and focus channel spend on digital campaigns, the most successful digital marketers focus on managing 4 core sources of value.

First, they coordinate their activities to engage consumers throughout the increasingly popular digital buying journey.

Second, they capitalize on consumers' interest in their brands by publishing content in various media that helps consumers establish their own personal marketing identities and act as brand ambassadors in the process.

Third, they recognize the need to think like large-scale multimedia publishers when managing the staggering amounts of content created for products, segments, channels, and promotions.

Finally, these marketers will need to strategically plan how to collect and leverage today’s overwhelming amount of digital data. Consumers who were previously used to getting product reviews and recommendations from family or friends are now reading online reviews, comparing product features and prices on websites, and discussing options through social networking sites. This flow of information not only empowers consumers, but also allows marketing to engage in conversations with consumers as they actively learn about product categories and evaluate their choices.