Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 41

At this stage, we need to combine and synergize the target of digital marketing, KPIs and the strategic goals of the organization, as real value can only be created when all the members in digital marketing are precisely trained with a clearly set goal. Hence, at this stage we ought to have established a good digital analysis system while we begin focusing on qualitative instead of quantitative results, which could allow us to identify which flows are actually paying off.

At the same time, all efforts should be made to improve, enhance and reinforce. Constant consideration should be given to what attributes or elements can help realize higher user participation in daily operations.

Besides, another crucial element of success is the establishment of user communities. We need to know who our users are, ensure the connection between the community and the marketing organization and that among the community and eventually use observations of user community trends as feedback to improve the strategy of the organization.

Sometimes we should use the best opportunity in a short period of time to realize customized contents, for example: categorizing users by keywords through data analysis and provide customized services based on these keywords, like customized recommendation of music on Pandora, news on toutiao.com and books on BookLamp.

When this period is over, marketing organizations ought to have had a better understanding of user behaviors as well as what testing environment/elements could lead to the best conversion rate.