Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 30

Quite a few enterprises get involved in the wave of digital transition. Arthur D. Little published Research Report of Digital Transition in 2015, and based on the results of this research report, digital-oriented and digital-centric enterprises take up less than 3% of the overall sales. Digital planning varies among different enterprises. Some focus on structural transition, on the shift from bureaucracy to Amoebic Organization featuring “big platform, small fighting units”; some emphasize reform of internal and external procedure. We have seen the proposals of DT transition procedures submitted by many consulting firms. Here, we focus on marketing and strategic transition. According to the standard of “industrial products — consumption goods”, “traditional enterprises — IT companies”, we classify the samples into four categories and select one leading enterprise from each type to introduce their digital marketing planning strategies (Figure 1.9).

Figure 1.9. Digital layout of leaders.

Source: KMG Research.

SEPHORA: SEPHORA is LVMH’s traditional beauty brand and a typical fast-moving consumer good (FMCG); it works very hard to promote its brand on a number of social platforms to create good customer stickiness.

Volvo: The traditional business-to-business (B2B) enterprise Volvo has changed its traditional way of business model, from a B2B enterprise to an experience-driven B2B and business-to-consumer (B2C) player.

Amazon: Amazon, an e-commerce website, has made constant efforts to transform digitally in the industrial chain, continuously improving the customer experience through digital tools.

HourlyNerd: HourlyNerd, an emerging service platform for business consulting, which enables enterprises to have access to low-cost consulting services by digital approach, is the representative of the B2B Internet.