The new coronavirus epidemic as a war, digital transformation has come, and this article will combine specific cases and share with you the specific path of brand digital transformation.
In 2020, the pneumonia epidemic caused by the new coronavirus disrupted the brand's originally planned marketing plan. In order to maintain basic survival, the brand had to speed up thinking about new strategic ideas. Digitalization may be one of the directions.
1. Under the epidemic, re-examine the digital transformation
The new coronavirus epidemic is like "war", there is no smoke, but it is coming fiercely. Strict closure measures have been implemented around the city, and the outdoor travel population has been greatly reduced. This undoubtedly cuts off the opportunities for brands to contact consumers offline. Marketing plans are stopped or readjusted because of offline links.
Under such circumstances, in addition to letting many brands realize the difficulties that surround them, they also make brands more deeply aware of the necessity of
digitalization of enterprises and brands. These days, we have paid special attention to the digital self-help measures adopted by some brands, and achieved relatively good results:
The Chinese-made beauty perfect diary operates online to build online stores, applets, share buttons, and live broadcast rooms. According to Alibaba's data, in January 2020, the total GMV of Taobao platform cosmetics was 13.325 billion yuan, a year-on-year decline of 2.22%, but the perfect diary is obviously not in the decline, and even recorded a 68% growth during the week of the Spring Festival.
The domestic clothing brand Peacebird has moved to the front line, and the WeChat community, small program distribution, and live streaming have taken three measures, and half of the stores have been suspended from sales. The average daily retail sales exceed 8 million, of which 20% come from new users;
Baiguoyuan relies on the integration of online and offline, through the combination of "community + small program + App", online order, home delivery, during the epidemic, the overall e-commerce growth was 2.5 times, and the order of small programs increased by more than 5 times. At the beginning of February, it began to accelerate the development of online fresh vegetables and ingredients business.
In my opinion, these brands that are growing against the trend are all making great preparations on the road to digitalization. So that under the influence of emergencies, even if consumers can not go to the store, they can also reach all channels.
The “omni-channel” approach means that when consumers cannot go to the store, including closing the store, having no time, or moving, they still find TA, maintain the relationship with TA, and even continue to sell to TA.
In fact, before this, many brands also knew the importance of digitalization, but they were not in a hurry, so the digital transformation of brands has remained at the theoretical level. Now experiencing the epidemic, I believe that many brands, especially traditional brands, are eager to carry out the
digital transformation of brands. Regardless of whether the transaction is online or not, we must first move the lost marketing contacts offline to achieve omni-channel multi-contact marketing.
So, under the anti-epidemic, how should brands build their own and independent digital capabilities to realize
digital transformation of brands?
Second, the practical path of brand digital transformation
According to the "Digital Economic Report 2019" released by the United Nations, the driving factors for the expansion of the digital economy are digital data and digital platforms.
This means that the three elements of people, goods, and markets will be reconstructed and connected with the ability of digital data and digital platforms, that is, the three links that need to build a large-scale smart retail format. data. Among them, the digitization of people will become the core. However, digitalization is not only a technical level application, but also a "full-staff movement" for brands.
Based on this, the promotion of brand digital transformation should be carried out from the following aspects:
1. Digital Center: Strengthen brand data transfer ability
According to the “2020 China“ Social Retailing White Paper ”(hereinafter referred to as the“ White Paper ”) jointly released by Tencent Advertising and Boston Consulting: consumers are no longer passively receiving marketing information, and the purchase process has become extremely complicated and fragmented. There are multiple touch points in the decision-making stage.
Taking the three phases of stimulating interest, driving decision-making, and continuing preferences as an example, consumers will average more than 4 touch points, of which social touch points account for nearly half, 49%, 41%, and 48%, respectively. Removal of the same contacts at different stages, "White Paper" shows that the total number of different contacts of consumers in the three stages is 5.2, of which social contacts account for 53%.
Faced with such a complicated consumer path, for brands,
digital transformation is not just simply digital advertising, or building a CRM system to collect and manage consumer information, but to establish a digital center to strengthen the entire brand. Information and data transfer capabilities.
In the past, the data of the brand was scattered, and the digital center used a technology platform to connect all the business and processes of the enterprise. On this basis, it was able to gather and open all the data of the brand, break the data fragmentation state, and solve the data silos and data facing the brand Inconsistent standards and other issues. On the other hand, the data center is also a strategic choice and operation solution. Through the data center, marketers can fully understand and understand every action of the user, accurately reach the target user, and make marketing more refined.
Therefore, in the new marketing era, brands need to actively embrace the data center and form a full-link management of digital assets, so as to gain insight into the industry trends behind the data and help brands maintain their competitive advantage.
Among traditional brands, Bosideng is a typical case of using Zhongtai to better promote business innovation. Through the middle stage, the inventory data of warehouses and stores that were originally scattered in various places, as well as the online inventory data that were cut off from the offline, were all "clumped together", and through the reconstruction, it opened up product development, production, and sales logistics. The whole process of the product allows products to appear in front of consumers at the right time.
2. Automation platform: open intelligent marketing
In the process of a new round of
digital transformation featuring digitalization, networking, and intelligence, automation platforms play an important role, allowing technology integration, data integration, and business integration to solve database disconnections and cross-system The problem that the workflow cannot be coordinated.
The specific approach is: through the automatic background to continuously precipitate all channels of customer and marketing activity data, automate cross-channel access to ONE_ID, realize digital data management, let information quickly find the "right person" in the right form in the right form, and make marketing Realize the effect of Zhida in the heart, thereby improving marketing efficiency and value conversion.
For example, a financial APP pushes a first loan welfare activity to the user, and then can determine whether the user has turned on the push. If the user has not turned on, the system will push the user once more in two days, and then judge whether the user has turned on. When reaching multiple times, the user has not opened it, and can then reach through SMS, WeChat and other channels.
After all channels are reached, if the user opens an activity on WeChat, the system will tag him. For example, if the user is defined as having high sensitivity to WeChat push, he will be classified as a "WeChat habitual user" group. Then, in the next activity, the first choice is to use "WeChat channel" to reach and activate such users.
In addition, if the user is not interested in opening the activities in this strategy, I can label this part of the users as "churn users", and then send the users to another "login promotion" automation strategy, try to activate again .
Therefore, you will find that through automated strategies, marketing activities can reach all channels, and through the difference in user behavior, determine what marketing methods should be done on different channels, and do activation conversion during the honeymoon period of product and user interaction.
3. Focus on customers and create an online service entrance
The work of digital transformation is not a "sit and talk", but a hard work. Brands should focus on "customer-centric" to drive the specific implementation of digital transformation.
"Customer-centric", in the case of fully understanding its own customers, with the requirements of subdivision scenarios that clearly define customer segmentation, establish customer hierarchical grouping capabilities, comprehensive service capabilities, operational capabilities, and digital management capabilities. Based on this, the brand needs to be down-to-earth to understand and determine its customer scenarios. The construction of the scene does not fall from the sky out of thin air. For now, offline scenes are not very useful. Whether there is an online service entrance becomes particularly important. Even if the transaction cannot be completed, it will help you reach and manage consumers. They communicate and maintain service to them.
How to create a "customer-centric" online service entrance? You can refer to the following methods:
Strong combination of public account and small program
The public account has a very strong content attribute, which can accumulate and precipitate fans. Combined with the small program without downloading and being within reach, it can quickly aggregate traffic. The two have complementary advantages and provide users with a more convenient service experience.
For example, during the Valentine's Day just past, Louis Vuitton released a WeChat applet for Valentine's Day, which contains carefully planned gift recommendations. Through the content of the mobile public account, and the offline sales staff sharing the small program QR code remotely to the old customers, to provide customers with an omni-channel shopping experience, online channel sales doubled over the same period last year.
