Personalized service: Digital marketing provides personalized products according to customers' needs, and can also track the sales habits and hobbies of each customer and recommend related products. Online promotion is a low-cost and humanized marketing method.
Rich product information: The Internet can provide detailed specifications, technical indicators, warranty information and usage of current products, and even provide answers to frequently asked questions. Users can easily find products, prices, brands and so on through the Internet.
Greater choice space: Digital marketing will not be limited by shelves and inventory, providing a huge ballroom for product display and sales, allowing customers to provide almost unlimited choice space.
Advantages of lower cost: the cost of publishing information on the Internet is limited. Selling products directly to consumers can shorten the distribution link, and anyone who publishes information can ask for it independently, which can broaden the scope of sales, thus saving promotion expenses, reducing costs and making products competitive in price. Visitors are mostly customers who are interested in this kind of products, and the audience is accurate, which avoids a lot of useless information transmission and saves money. You can also adjust the inventory according to the ordering situation to reduce the inventory cost.
More flexible market: the types, prices and marketing methods of marketing products can be adjusted in time according to customer demand, competitive environment or inventory situation. The network can transcend time and space limitations and multimedia acousto-optic functions, and can give full play to the creativity of marketers.
Digital marketing also has the characteristics of multimedia, cross-time, interaction, personification, advancement, efficiency and economy. Because of the use of various attributes of digital products, digital marketing has added many new features on the basis of transforming traditional marketing methods.
Based on the above characteristics, digital marketing has many unprecedented competitive advantages: it can integrate product description, promotion, customer opinion survey, advertising, public relations, customer service and other marketing activities. And one-on-one communication, and truly achieve the comprehensive effect pursued by the marketing mix. These marketing activities are not limited by time and place. They are integrated with words, sounds, images, online movies and audio-visual, and displayed in a dynamic or static way, which can update information conveniently and quickly. At the same time, consumers can browse and inquire repeatedly on the Internet. Combining these functions is equivalent to creating countless dealers and business representatives.
Digital marketers must always remember the fact that users have control. These inaccurate, irrelevant, disturbing and inhuman advertisements will force users to leave the website and ignore future advertisements. To be humanized, all multimedia advertisements must be clearly marked with buttons for mute, pause, stop and close, and the buttons should not be too similar to Windows buttons or warnings of other operating systems, which will lead to confusion. The length of any advertisement (watermark advertisement, sudden resume advertisement, etc.). It should only be a few seconds to interfere with the content of the website, unless the user shows interest in the advertisement in some interactive way.
One-to-one service of digital marketing allows customers more room for free consideration, avoids impulsive shopping, and makes decisions after more comparisons. Online service can be a 24-hour service, and it is faster. Not only after-sales service, but also in the process of customer consultation and purchase, enterprises can provide services in time to help customers complete their purchase behavior. Usually, the cost of after-sales service accounts for 67% of the development cost, and providing network services can reduce this cost. (1) Solve the problem of asymmetric marketing information.
According to conventional marketing, enterprises have a large inventory backlog. Usually manufacturers make thousands of pieces of the same product according to their own subjective imagination, and then wholesale them to shopping malls everywhere. As a result, many products do not meet the needs of consumers, and slogans such as "big price reduction" and "big auction" can often be seen. This not only seriously affects the economic benefits of enterprises, affects the survival and development of enterprises, and reduces the return on investment and profitability of enterprises. But also affect the corporate image and reduce the corporate brand value.
On the other hand, the promotion of goods among marketers not only hurts the channels and price system of production enterprises, but also forms the impression that "the heart is too black" in the minds of loyal customers. Where there are products and markets, there is smuggling of goods. Therefore, the topic of goods smuggling and anti-smuggling can be described as profound and lasting. Some people even compare the smuggling of goods between enterprises to a contest between Tao and the devil. The root of all this lies in the asymmetric marketing information of products, and enterprises can't know the marketing information of products in time.
(2) To solve the problem of rampant counterfeit goods and ineffective anti-counterfeiting.
Some statistics show that counterfeit products have increased sharply in China. Not only the quantity is increasing, but also the methods of counterfeiting are constantly changing. Products are manufactured in another market and imported into China. What's more, some counterfeiters also export counterfeit imported products to other countries and regions. Counterfeit products are increasing day by day, and because counterfeiting is in the dark, people's ability to identify fakes is poor, and because of insufficient legal support, enterprises or individuals have poor anti-counterfeiting effects. The two major difficulties summarized by experts are very representative: First, laws and regulations are not perfect, and the punishment for counterfeiting and selling fakes is too light; Second, serious local protectionism has led to the long-term prosperity of a large number of professional fields of counterfeiting and selling fakes. The weakness of anti-counterfeiting makes counterfeit and shoddy products flood, which leads consumers to lose confidence in some brands and brings a devastating blow to these brands.
(3) Solve the limitation of popularization.
Usually, the promotion of goods is based on the invoice lottery or the scratch mark on the goods, and some manufacturers directly put the prizes or cash in the box of the goods. Although this method is simple and easy, it has only one product promotion function, which is increasingly lacking in freshness for consumers. In the face of increasingly fierce market competition, in order to promote product sales, various businesses have tried their best, and all kinds of discounts, promotions and gifts are flying all over the sky. However, looking at these behaviors of most merchants, they only promote sales for the sake of promotion, and do not organically combine other elements of marketing through promotion, resulting in the situation that future generations leave the market after the promotion. On the one hand, sales promotion makes the profits of enterprises decline, on the other hand, more consumers are worried about the quality of these "competitive products" in the price melee. I wonder if these prices are so much lower than before, and the quality has also dropped?
(4) Solve the problem of inefficient advertising.
The rapid development of economy has brought about the rapid development of media and the acceleration of people's life rhythm. The fast pace of life and the prosperity of entertainment programs have greatly reduced the efficiency of consumer groups to accept advertisements. On average, every person in China is harassed by advertisements 500 times a day, while the figure in the United States is 5,000 times. On the one hand, enterprises spend a lot of manpower and material resources on advertising, on the other hand, the efficiency of advertising is greatly reduced. Someone once sent 2 million messages to each other by SMS, and only 50 people replied. The main reason for this situation is that advertisements are not targeted, that is, they are not subdivided according to consumers' consumption, that is, they have not found out where the fish are, and they have cast nets all over the sky and gained little.
From the starting point of digital marketing, we can see that digital marketing is not only the information processing of distribution products, but also an important extension of enterprise management. Digital marketing is to collect and sort out the resource data involved in the actual operation of distribution, the basic data of various offline dealers, distributors and terminals, the data generated by sales and services, the data fed back by terminals and consumers, the anti-counterfeiting data given by the authenticity of products, etc., and use it for the guidance and management of enterprise production. So what are the practical uses of digital marketing for enterprises? Marketing information management is not only an important aspect of enterprise management for dealers, but also enables enterprises to clearly understand the actual profit of each product, the efficiency of resource utilization, the changing characteristics and development direction of local markets in the market. And through product information management, enterprises can also open up markets and spaces that have never been noticed before through digital marketing, and more importantly, they can prevent the impact of counterfeit products on the market. Digital marketing enterprises create greater benefits internally, control distributors externally, control the second batch of manufacturers and control marketing terminals. Digital marketing is to improve the quality of traditional marketing, but also through the application of information technology, greatly improve the accuracy of enterprise management, so that enterprises can know each other in business wars, so as to achieve an invincible management realm! When increasing the percentage of marketing budget and focusing channel expenditure on digital activities, the most successful digital marketers will focus on managing four core value sources.
First of all, they coordinate their activities and let consumers participate in the increasingly popular digital purchase journey.
Second, they use consumers' interest in their brands to publish content in various media that helps consumers establish their personal marketing identity image, and act as brand ambassadors in the process.
Thirdly, they realize that when managing the amazing amount of content created for products, market segments, channels and promotions, they need to think like large multimedia publishers.
Finally, these marketers need to plan strategically how to collect and use the digital data that has now reached the flood level. Consumers who used to get word-of-mouth information and advice from family or friends are now reading online reviews, comparing product features and prices on websites, and discussing various options through social networking sites. This kind of information flow not only enhances the ability of consumers, but also enables marketing departments to participate in the dialogue with consumers when actively understanding product categories and evaluating options.