Digital marketing may become a "strategy first" marketing activity
Digital marketing may become a "strategy first" marketing activity which means companies place too much emphasis on the effects of marketing activities, thus neglecting communication with consumers in the marketing process.
In recent years, due to the involvement of digital marketing, if a young company adopts good digital marketing methods, It is possible to achieve the customer scale that would take ten or even decades to reach under the traditional marketing model in a very short period of time.
Therefore, many companies are eager for the digital marketing model. Regardless of the type of company, they hope that they will not be eliminated by the times and can make full use of the substantial increase in customer growth brought by digital marketing.
It is a wonderful idea to increase customer inventory through digital marketing, but the thinking of "strategy first" has also led many companies' digital marketing into the wrong direction. Companies make unremitting efforts to complete certain strategies, but they have eroded the core essence of digital marketing, that is, an effective communicator between the company and consumers.
Therefore, in the digital marketing process, if the user-centered principle is ignored, the entire marketing process and marketing results will be unsatisfactory. Companies need to build a digital platform for omni-channel data collection and consumer interaction, gain insights into customer needs from data analysis, optimize and improve business processes, improve operational efficiency, and continuously improve customer experience. Only by truly centering on the customer itself, taking customer needs as the starting point, and establishing an omni-channel customer experience management system (CEM), can we create the ultimate customer experience.
Here, I also put forward some basic but feasible suggestions:
(1) Make full use of high-tech such as blockchain and AI to digitally process products or services to bring customers a better consumer experience.
(2) Through the insight and analysis of customer data from the front and back ends, we deeply dig into the customer life cycle, develop precise real-time solutions, and strive to increase conversion rates and achieve multi-scenario marketing.
(3) Make full use of customer data for management, transform data into actionable implementation of customer management strategies, and perform financial data analysis to help companies formulate high-quality strategic decision-making plans.
The marketing plan creates a new type of customer experience by optimizing data strategies, and billions of millennials connect with consumers in innovative, meaningful, and personalized ways. Starting from the fundamental needs of customers, providing customers with the ultimate experience is the future trend of digital marketing.
References:
Sutherland, Max, and Alice K. Sylvester. Advertising and the Mind of the Consumer: What Works, What Doesn’t, and Why.Sydney, Australia: Allen & Unwin, 2000.
Venkat Atluri, Miklós Dietz, and Nicolaus Henke. “Competing in a world of sectors without borders.” The McKinsey Quarterly,No. 3, 2017.
Julie Goran, Laura LaBerge, and Ramesh Srinivasan. “Culture for a digital age.” The McKinsey Quarterly, No. 3, 2017.
