Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 11
Contents
ОглавлениеChapter 1: Marketing Environment in the Digital Transformation
This is an era when the world embraces digitalization. We have more access to the Internet, share more information online and are more likely to obtain information from the Internet. We switch our life to online activities, like social interactions and shopping, as if we were digital mammals. Against such a background, marketing digitalization is an inevitable trend. We need to know the digitized marketing environment, understand the behavioral characteristics of consumers and learn from leading digital marketing enterprises. We also need to evaluate the maturity of the current digital marketing strategies. This is the first step for us to carry out digital reform.
○ Digital Marketing Layout of Leading Enterprises
○ Auditing the Maturity of the Corporate Digitalization
○ Redefining “Digital Marketing”
Chapter 2: Upgrading Digital Marketing Strategy: Strategic Platform for Digital Marketing
Many CEOs and CMOs ask the following questions: How is marketing strategy in the digital era different from that in traditional times? What has changed in each step of a marketing strategy in the digital era and what has been preserved? Only by starting with the mindset and framework and thinking as that of a CEO and CMO can we make good topdown designs and plans. We need to know the nature of marketing, the most prominent features of marketing in the digital era, the latest developments in segmentation, target market, position and brand strategy with digital technologies and the strategic platform of digital marketing established as such development takes place.
○ Evolution of Marketing: From Marketing 1.0 to Marketing 4.0
○ Upgrading the Framework of Marketing Management
○ Upgrading Marketing Research in the Digital Era
○ Upgrading the Marketing Strategy STP in the Digital Era
○ Upgrading Product Strategy in the Digital Era
○ Upgrading Price and Channel Strategies in the Digital Age
○ Upgrading Branding Strategy in the Digital Age
○ Upgrading Customer Service Strategy in the Digital Age
Chapter 3: Recognize in the 4Rs: Digital Profiling and Recognition of Consumers
To recognize your consumers is the first step for digital marketing. In the pre-digital era, we focused on the overall analysis of target consumers, and most profiles of consumers were predicted based on sampling and qualitative studies. In the digital era, the biggest change is that network behaviors of consumers can be tracked by big data, like tracking of cookies, tracking of mobile digital behaviors using SDK and tracking of shopping preferences by payment data. With these data connected, a big data user profile is completed. Integrating these technical means and marketing philosophy is the biggest change in the digital age.
○ Digital Marketing Strategy Model and the Application Framework of the 4R
○ Advantages/Features of Big Data Consumer Profiling
○ Converting Customer Profiles into Business Value
Chapter 4: Reach in the 4Rs: Coverage and Arrival of Digital Information
To reach your consumers is the second step in digital marketing and also the first step for enterprises that engage in the digital marketing game. After having a clear digital profile of consumers, we need to reach and connect to our customers, which we hereby call “coverage and delivery of digital information”. In this process, enterprises need to analyze themselves: How can they have a digital plan and layout in a systematic and scientific way rather than in a passive, scattered and random way? We divide the coverage and delivery of digital information into four categories: Initiative-push, initiative-present, trust-agent and asset-exchange. Also, the tools of digital marketing have been presented in this chapter.
○ Coverage and Reach of Digital Information
○ Methods of Digital Information Coverage and Reach
○ From Owned Media, Paid Media and Earned Media to Mixture
Chapter 5: Relationship in the 4Rs: Establishing a Basis for Continuous Relationship
The first two steps cannot ensure the efficacy of digital marketing as they only target and reach consumers rather than converting them into assets. The key step lies in “whether your digital marketing sets up the basis of continuous business.” The establishment of many online communities ensures direct and in-depth relations, interactions and engagement with clients in a “disintermediation” scenario. This is also the format of the current Enterprise 2.0. In the digital era, only by building an all-around network, establishing multidimensional brand communities and providing ongoing maintenance can enterprises have sustained relations with clients which form the basis for continuous business.
○ Digitalizing: The Basis for Sustained Relationship
○ Constructing Relationship in the Digital Era
○ Identifying the Objectives of Relationship Strategies
○ Actions to Establish the Ground for Sustained Relationship
Chapter 6: Return in the 4Rs: Making Deals and Profits
To realize return is the fourth step in digital marketing, which corresponds to the idea that “marketing is not only an investment but helps to realize direct returns”. Many enterprises build online communities to attract brand followers, but how to cash in the assets is the issue that is going to be explored in this chapter. We put forward a number of approaches, including turning community membership into a good, turning community values into a good, running community as a media network, expanding community members as channels and marketing community trust.
○ Methods for Realizing Returns
○ Turning Community Membership into a Good
○ Turning Community Values into Goods
○ Expanding Community as Media Network
○ Expand Community Members as Channels
○ Attract Talents Using the Current Community Base
○ Digitizing Community Information
Chapter 7: Big Data Marketing Platforms: Applications of Big Data in Marketing
Online tracking of customers enables data to inject enormous vigor into marketing. How to digitalize marketing activities? How to combine big data and marketing? Does big data overturn the logic of marketing? Marketing in the future combines ideas, technologies and data together; based on current technologies, what technologies can be applied in marketing activities to directly upgrade your ‘weapons’? We have put forward different ways that could be flexibly applied to help enterprises base their marketing on data.
○ Big Data vs. Digital Marketing
○ Commercial Applications of Big Data in Digital Marketing
○ Obstacles to Data Integration
Chapter 8: Content Strategy of Digital Marketing
The focus of marketing competition in the digital era is how to attract and acquire continuous attention from customers by posting content worth reading which possesses practical and social value. Content creation used to be unidirectional and was produced only by enterprises, but has now turned to a co-creating and co-sharing model among members of the brand community. Enterprises should be more concerned that in the digital era, content is neither simply an advertorial nor a cost-based activity. In the future, what enterprises should firmly believe is that content has economic value in and of itself, and they should regard themselves as “content creators”, participating in the production of seen materials and the operation of content-sharing platforms.
○ Key Points in Content Marketing
○ How to be “Contagious” in Content Marketing
Chapter 9: Organizational Platform for Digital Marketing
Strategies depend on organizational modes, while organization follows strategies. The digital age is an age of “Metamorphosis of Enterprises”. Agile, process-oriented, performance-oriented organization modes ask us to reconstruct the organizational structure of marketing. Marketing needs to embrace information technology (IT) and data. This has posed challenges for chief marketing officers (CMOs) or even the entire marketing team in competency and the organization’s culture. As a senior executive, it is critical to build “a marketing team with Da Vinci’s all-round talent.” In response to this, we have proposed our consulting advice in this chapter.
○ Introduction to Organizational Structures in the Digital Era of Connectivity
○ An Odyssey: The Journey of Marketing Organizations
○ Make Marketing Happen: Three Principles of New Marketing Organization Design
○ Reorganizing Marketing Structures
Chapter 10: Management and Measurement of the Performance of Digital Marketing
One reason that the emergence of digital marketing is significant is that enterprises can have precise marketing analysis and management. An increasing number of enterprises start to realize that it is essential to measure or evaluate the “brimming” numbers in marketing through a systematic approach and process the data into “good numbers” contributing to sound strategic and organizational ambitions. To better evaluate the performance of digital marketing, it is necessary to read the latest and most commonly used indicators and simplify these indicators by a target-oriented and “vanity-free” approach. In particular, marketing people in the digital era need to keep a close eye on marketing measurement based on social media and customer purchasing behaviors to obtain accurate feedback on marketing investment.
○ What is to Measure in Digital Marketing?
○ Metrics for Evaluating Digital Marketing: How to Avoid “Vanity”?
○ Performance Management and Measurement of Digital Marketing
