Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 44

Lifelong clients are the dream of a company and also the crest of mature digital marketing. But this will be a continuous phase, where the control and decisions regarding long-term interests will be paramount. At this time, big data has formed and has pending projection and judgment is done through analysis.

Sensitivity to digital marketing gives the organization a fast response to market changes. Through testing and individualization, automatic data analysis will provide the best marketing advice, while decision-makers will determine what marketing events to pay attention to based on the projected revenue.

These phases are defined based on KMG’s understanding of corporate marketing activities. Purpose is behind the activities, while the understanding of essence is behind the purpose. The above tools are what are being considered. Tools are only the means of realization, to “enable an idea to happen”, whereas we need to further acknowledge the upgrading of strategic thinking for marketing in the digital era. Compared with traditional marketing, how do our CEOs and CMOs need to upgrade conventional views? How do the traditional and digital marketing amalgamate on the strategic level? These are the questions that need to be answered in Chapter 2.