Digital marketing with high investment and slow results needs to be laid out with a global perspective

In recent years, with the rise of e-commerce and content e-commerce (e.g., tiktok and Little Red Book), more and more companies have begun to focus on and build private sector traffic, and accordingly digital marketing has become the focal point of digital transformation for enterprises. Conceptually, digital marketing is a form of marketing that utilizes the Internet, communication technologies and digital interactive media to achieve marketing goals and seek new market development and new consumer tapping in the most efficient and cost-effective way.

At present, the digital transformation of domestic enterprises is still in the primary stage, the transformation process of different industries is not the same, and the transformation of digital marketing is even more so, for example: the traditional financial industry has a clearer and more urgent need for digital marketing solutions, but, due to the different information technology infrastructure and complexity of business scenarios of various enterprises, the needs are also varied;Digital Marketing Agency in singapore the FMCG and other retail industries have been affected more by the epidemic over the past three years, and most of the enterprises have a variety of needs; the retail industry has been affected more by the epidemic over the past three years. The impact of the epidemic is greater, most companies have a digital department responsible for related business, although the demand for digital marketing is different, but the last three years of investment and development is relatively fast ......

What kind of demand does such a large market economy reflect in the new era of market development? Enterprises to carry out digital online marketing exactly what challenges are faced? And how to cope with the lifestyle and solve the Chinese program?

Wider data, deeper reach, more flexible marketing

When it comes to digital marketing, we have to talk about its previous stage - Internet marketing. In the past 20 years, with the popularization of the Internet and mobile Internet, the marketing model of enterprises has gradually switched from the traditional advertising and marketing model to the Internet marketing stage. Internet marketing stage can be divided into three stages: affiliate stage, platform stage, agent stage.

The so-called alliance stage (ADN), is a large number of small and medium-sized website traffic and advertisers docking cooperation, to achieve the advertiser's products online promotion and marketing. However, there are two major pain points in the alliance stage, one is the confusing pricing system, and the other is the difficulty of ensuring accuracy.

In order to solve the pricing problem, Internet marketing has moved from the alliance stage to the ad trading platform stage (ADX). In this stage, the ad trading platform transfers the pricing right to both supply and demand by introducing a bidding model, forming a real-time bidding (RTB) model that makes the entire selection and placement of advertisements controllable. Although the platform stage has solved the pricing problem to a certain extent, the problem of advertising accuracy has not been effectively solved.

On the basis of the platform design stage, Internet business marketers enter the agent stage. In the agent stage, the whole market transaction service platform has gradually become the development and research of China's supply-side platform (SSP) and demand-side platform (DSP).SSP is a platform developed and changed from ADX and dedicated to the use of and access to the traffic masters, and the advertisers can bid on the platform for ads, and the traffic side can manage the yield of the relevant media traffic side on the SSP, and help students to increase the exposure, fill rate and price of working traffic owners. Similarly, as a demand-side platform, DSP is a tool for "programmatic buying of product advertisements", and advertisers can use this important tool to effectively achieve "precision" buying and advertising, and economically and continuously optimize the subsequent learning effects. Advertisers pay for the time to place their ads. After advertisers pay for the placement time, they need to know which different users have watched the ads, user consumer group portrait and other data processing information, in order to get a solution to the problem of the DSP data technology is not perfect and comprehensive, and then appeared the data resource management system platform (DMP) and one-stop trading activities platform (TD), DMP can be at the same time through the cookie and the device ID on the user's demand marking, to help advertisers through the cookie and the device ID on the user's needs. DMP can simultaneously mark the user's demand through cookies and device IDs to help advertisers analyze the user's behavior in an all-round way through cross-domain tracking, and TD can be directly docked to multiple DSPs and DMP platforms to provide advertisers with one-stop manipulation of programmed advertisement transactions, with the main part of the functional structure generally including scheduling, ordering, classification and recovery of the placement data, and display of reports.

Through the analysis of the three stages of online marketing, we can see that in the online marketing system, advertisers through the agency through the one-stop trading platform (TD) docking multi-demand-side (DSP) platforms, public and private transactions in the advertising exchange (ADX) (PMP), through the real-time bidding (RTB) or the program direct purchase (PDB) and other ways to obtain media exposure, to achieve the ad material display and product marketing. Advertisers can manage media ads and traffic exposure, and traffic can be sold through SSP access to the ad marketplace (ADX), solving both pricing and accuracy problems.

However, as the marketplace continues to evolve and the consumer base changes, new needs and changes have emerged in the new era of global marketing systems. These new needs and changes can be analyzed at the data layer, the analytics layer, and the user layer.

There are three new changes and needs in the data layer. First, traffic is getting more expensive, as population growth slows and the traffic dividend declines, traffic is getting more expensive and advertisers are getting more expensive, as the cost of public domain traffic rises, it is becoming increasingly important for organizations to establish private domain traffic channels that can reach users at any time and frequency without having to pay. Third, data source innovation, in the Internet marketing stage, advertisers mainly from the third-party DMP to obtain data, with the enterprise digital and private sector traffic development continues to accelerate, the enterprise's own data, private sector data flow has also become an important source of data, so many enterprises began to set up their own customer data platform (CDP), specifically designed for the integration of all the source data, and to provide marketing campaigns recommendations and enterprise data analytics reporting capabilities.

There are also three changes and needs at the analytics layer. The first is the need for consistency between advertising demographics and marketing target demographics. With marketing costs getting higher and higher, advertisers want to match the ad population and the target population as much as possible, thus saving marketing costs and improving results. Secondly, the analytics and insights system needs to be further enhanced to help advertisers make decisions and improve user experience. In other words, digital marketing needs a set of analysis and insight systems to gain more accurate insight into users and analyze them in an all-round way, so as to improve the efficiency of data processing, tap into the potential demand, stimulate users' purchases, and reduce the feedback cycle between users and advertisers; thirdly, the evolution of the effect monitoring and evaluation capabilities. Advertising fraud occurs from time to time, and problems such as false traffic and unsafe advertising environment have still not been eliminated, especially brand advertisements that are difficult to measure the effect. Therefore, digital marketing needs to establish an effect evaluation mechanism, such as purchasing third-party monitoring or building a safe intermediary platform to ensure advertising effect, data security and authenticity.

From the analysis of the user management level, there are two developmental changes and needs of consumers that are constantly occurring. First, the diversification and personalization of consumption is on the rise, and the new consumer social group represented by the "Z era" is the "main force" of the new changes, and the traditional way of consumer behavior and a single marketing information channel are difficult to adapt to the personalized learning needs of different consumers; second, the demand for omni-channel consumption is increasing. The second is the rise of omni-channel consumption, with the rise of students' personalized consumption of psychological needs, consumers are no longer satisfied with a single channel of consumption, how to establish a multi-channel consistent customer experience is a major pain point for many small and medium-sized enterprises.

Overall, the new era of enterprise digital marketing requires a wider range of data, deeper reach and more flexible marketing. Only then can companies show flexibility and adaptability in the new era of digital marketing.

Doing digital marketing with a global perspective

Since digital marketing is so important and practical, how can companies build their digital marketing facilities? To answer this question, it is necessary to start from the operation system and logic of traditional enterprise marketing department to find out the difficulties encountered by enterprise marketing department in the new era.

The traditional enterprise marketing department will function subdivided into a number of departments, such as: to brand building department focus, to "grass" department focus, to consumer interaction department focus, to transformation department focus, to customer loyalty department focus. These departments are relatively decentralized and work around their own departmental goals and functions, with relatively little interaction between them. However, in the face of the rise of global e-commerce, content e-commerce and other new platforms, the difficulties faced by corporate marketing departments are no longer single-sector problems, but require all departments to "go online" at the same time, ready to respond to new changes, to determine the optimal marketing program or model. This poses a new challenge to the traditional corporate marketing department.

Is the new challenge a challenge to the organizational structure of the corporate marketing department? Can Corporate Marketing unify all the previously segmented departments? It's not that simple. The adjustment of organizational structure is only a superficial phenomenon, the logic behind is that enterprises need to have a global thinking perspective in digital marketing. In other words, digital marketing to solve the problem is not only how to sell products or services, to whom to sell, how to repeat sales, etc.. , it also includes the mining of consumer interest points in the early stage, the iterative upgrading of products, and how to cooperate inside and outside the e-commerce station. Therefore, the new challenge is not a challenge to the corporate organizational structure, but a test of the thinking perspective of marketers. Enterprise managers must take a global perspective and thinking for digital marketing planning and layout.

How to do the planning and layout of digital media marketing from the global development perspective research? Data ape that can be done from the data technology level, analyze the enterprise level and user management level to think and explore.

At the data level, enterprises must establish their own customer data platform (CDP) and data management platform (DMP), after all, in the context of digital marketing, only the integration of all data sources and data, data "initiative", in order to grasp the initiative of the data more clearly and profoundly, which is the basis of digital marketing.

At the analysis level, enterprises must gradually establish their own analytical insight system. This process is a test of the enterprise's data analysis capabilities. The marketing department needs to use data platforms such as CDP or DMP to accurately understand the users, analyze them in all aspects, tap the potential needs of consumers, stimulate their purchasing power, and pass the information to all relevant departments in a timely manner. At the same time, managers also need to monitor and evaluate the whole process in real time, so as to facilitate the adjustment of strategies at any time and improve decision-making ability. Of course, in addition to self-built, analytical insight system can also use third-party analytical tools. Through the use of multi-channel and multi-tools, it can help the marketing departments of enterprises to complement each other's strengths, mutually confirm the authenticity and reliability of user demand, and improve decision-making ability.

At the user level, with the changes in consumer groups and consumption habits, enterprises also need to improve their own sales channels, public domain traffic, private domain traffic should be built, traditional e-commerce, interest e-commerce, content e-commerce and other platforms should be rolled out, online and offline are fully integrated, the data sharing and sharing, the customer base is precisely positioned, the marketing is timely and comprehensive, and subconsciously match the user's needs.

Of course, the construction of the digital marketing platform requires enterprises to have sufficient capital investment. For many small and medium-sized enterprises, it will be difficult to invest too much money upfront to build a digital platform. Data Ape believes that large enterprises can certainly build their own platforms, and SMEs can also use third-party products if they don't have the ability to build their own platforms. In any case, digital marketing is becoming more and more important to the development of enterprises, a set of mature and complete digital marketing program is constantly empowering every aspect of the enterprise, and will become part of the future competitiveness of enterprises.

The future of digital media marketing: "The thin end of the wedge" and "The silent end of the wedge"

Marketing is an important part of enterprise development and management. The construction of digital marketing system is a long-term process for enterprises, we need to be prepared for the long term. In the future, the development of digital marketing will move towards the direction of "fresh water flowing long" and "silent". The so-called "fresh water" refers to the long-term trend of digital marketing, and "silent" mainly refers to the marketing method that makes users not to be perceived and not to be disturbed.

In the long run, digital marketing is a deeper level of change for enterprises. From the system to the actual business, each step may be accompanied by huge human, financial and material investment. From the reform of the data collection end, to the unified analysis and processing of multiple data sources, to the globalization of data support, this long-term process requires both the investment of enterprises and close cooperation with service providers. And even if the infrastructure gradually falls into place, it also requires long-term exploration, accumulation and analysis to explore the value of data and gradually release the value generated by data. Therefore, the long-term investment in digital marketing and the gradual release of long-term value, enterprise managers need to do a good job in advance of the "psychological construction".

Standing in the perspective of enterprise technology and economic development, with the maturity and landing of the social edge computing, 5G and other new technologies, based on the new "cloud - edge - end" system, marketing will evolve from omni-channel to the whole scene, the whole life, so we are based on the judgement of China students can be speculated by the value of future marketing research will be Not only limited to the expansion of the scene and the enhancement of data analysis capabilities, it can provide a perception-free, undisturbed environment for user management. For example, the Internet of Things system can effectively realize the dynamic collection of information, realize the interaction between target users and advertising companies, discover the needs of different users, guide them to recommend in real time, and complete the advertisement placement interactively.

Of course, the development of digital marketing will also face the challenge of data privacy protection in the future. In recent years, with the awakening of users' awareness of data security and the occurrence of some data leakage incidents, people are paying more and more attention to the safety of personal data and information. At this year's "Two Sessions", the government decided to set up a national data management bureau. In the future, the laws and regulations on data security will become more and more standardized and strict, and the rights and collection methods of advertisers and traffic parties will be subject to stricter management and restrictions. Therefore, enterprises need to pay attention to the balance between privacy protection and data collection in the process of digital marketing transformation and upgrading and landing application.

Overall students, the development of digital media marketing for enterprises will be a work that requires a long-term capital investment in social construction, long-term benefit from the strategy, which managers must maintain a sober and rational understanding, and secondly, with the continuous improvement and maturity of information technology and the application of the ground, the digital network marketing will be more close to the user, a more in-depth understanding of the user's needs, and the marketing management approach will also become "Silent" and subtle.

At present, digital marketing began to fall into the enterprises directly facing C-end consumers, as a new development direction and inevitable trend, digital marketing is not an empty theory, but a whole set of systems, the system through the integration of data sources, mining the value of data, penetration of the enterprise and consumer scenarios, so that the front-end marketing and back-end product development becomes possible.