In 2020, COVID-19 will hit all walks of life and will greatly affect our work and life. From manufacturing, retail to marketing, the industrial value chain has undergone drastic changes, spawning a large number of new Internet brands, and a number of traditional brands are also actively embracing digitalization.
How to play with digital marketing, show brand value, and create brand value has increasingly become our focus. In the post-epidemic era, digital marketing is both an opportunity and a challenge, testing the judgment, execution and resilience of enterprises.
Short videos, livestream, and social operations have a profound impact on marketing
As a method of communication, short video belongs to content marketing, which is distributed to form sociality and linked to form transactions.
The attribute of livestream is a sales channel and way of selling goods. Live delivery of goods can be regarded as the online version of TV direct sales, displaying products, and is more direct than placing orders on TV direct sales, and has become a new format.
As a way of communication and interaction, social operation is closer to the company’s marketing strategy. It is not entirely a sales model. A community is an aggregation of groups with common preferences, online or in physical communities. Common preferences may be in the brand, in the values, in a certain way of life. Community definition conditions can be loose or strict. The former is often used as a communication platform, while the latter can be used to manage customer conditions.
Marketing is the decision-making process that affects consumers, that is, from receiving information, integrating information, forming corresponding preferences and plans, purchasing, sharing and even repurchasing. The marketing model continues to innovate, and Consumer Decision Journey will not change much.
In the era of mobile Internet, the essential process of sales has not changed. Technology has accelerated the speed of sharing and changed the way of communication. Buying behavior is no longer the end of marketing. From product search, comparison to after-sales, one link cannot be ignored, especially social attributes can be established and strengthened. Communication has become a prerequisite for transactions, which is a very significant impact.
In the Internet era, the definition of users is different from the traditional consumption era. In the past, users were “customers only when they used them”, but now the groups who “buy” and “don’t buy” are all in the user category.
Long decision-making chain for high-priced and low-frequency consumer products, the focus of digital marketing
The automotive industry has been experimenting with digital marketing. The industry has proposed the concepts of electrification, connectivity, intelligence, and sharing, which also involve changes in marketing.
The automobile category is relatively special. As a durable consumer product, the price is high and will quickly depreciate after purchase. The second-hand market is also immature, and the user’s decision-making process relies on rational thinking. Product experience is very important, otherwise once a purchase decision is made, it is easy to cognitive dissonance.
Due to purchase behavior, maintenance and repair are finally completed offline. The focus of automobile enterprise marketing can be placed on the first half of the decision-making process, which is the stage of user information collection and comparison. To fully understand users’ attitudes towards products and brands, many brands are also making various attempts on Internet platforms such as Douyin. In addition, digital marketing can be embodied in multiple links, such as providing convenient financial services and smooth payment processes.
Digital marketing must work hard on sufficient information flow, smooth capital flow, and smooth commodity flow to improve user experience in the decision-making process.
Mistakes that companies make when trying digital marketing
The most obvious is the flow problem. A large number of companies pay too much attention to traffic and spend a lot of cost to purchase. There is a lot of data bubble, or it can’t bring sales conversion. The purpose of traffic, in the final analysis, must be transformed into buying behavior. Digital marketing cannot follow the trend. It must have its own value judgment and discrimination ability, clarify the target group of products and services, and find ways to truly influence this customer group. For example, the spread of fans at the business level does not necessarily lead to immediate growth, but it can help brands or products get more popular. Judging the effect of the marketing model, if you only rely on a single indicator such as the conversion rate, you will pay too much attention to the flow and rush for quick success.
Another trap lies in technical means. Many people discuss whether to use big data, artificial intelligence, and how to use it. These are all supporting methods to improve efficiency. AI can quickly analyze audio and video, gain commonality among users, and help brands improve their perception and judgment of customer groups. It does not mean that the system will be successful. Some may bring negative effects, or after using the system, they forget their original intentions and put the cart before the horse. Up.
What abilities need to be cultivated for enterprise application digital marketing
First, in the process of digital marketing, companies should have “IQ” and have the ability to make self-assessment. After information collection and market research, form your own judgment and not be swayed by external trends. Outstanding companies should lead the trend and innovate, rather than everyone agrees. In the Internet era, the first comers get dividends, and the winner takes all. It is difficult to follow and imitate.
Second, companies must have the ability to “adverse quotient” and make changes and breakthroughs in the face of difficulties. For example, during the epidemic, a large number of offline retail brands were impacted. Some brands did not rely on well-known KOLs, and instead let their own shopping guides live online delivery of goods, and the effect was equally good. Various platforms present a trend of diversification and flattening, and brand digital marketing can completely adapt to local conditions and choose the most suitable method.
Third, companies must have “emotional intelligence” and the ability to empathize with customers. The ability to create a good experience. Different brands and different target customer groups have different definitions of a good experience. Some pursue luxurious decoration and reflect style, and some require popular services and try to be as grounded as possible. Brands must gain insight into the customer’s sentiment and choose the right experience, rather than unilaterally output.