Interactive: Digital marketing boosts brand growth

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Marketing into the 3.0 era

Recent marketing friends have noticed a message from the US interactive advertising agency that last year the US spent more on digital advertising than traditional television commercials, especially mobile advertising, which grew at a rate of more than doubled over 3 consecutive years.

Meanwhile, Gees Ammus, an analyst at JPMorgan Chase, said, "We expect the mobile advertising market to expand as consumers ' online behaviour and time consumption quickly shift to mobile." "Because of its wide coverage and highly targeted user base, social media has become an important driver of brand advertising spending," Ammus said. ”

In fact, this wave of figures not only swept the birthplace of digital marketing in the United States, the other side of the ocean, China also felt its great power. In addition to the traditional television commercials, magazine ads are also the first to suffer the "victims." At the beginning of this year, the world's home appliance giant Haier announced that it would no longer put hard ads on the magazine, because the magazine ads are "trading on a platform without value", plus they have tasted the sweetness of digital marketing through years of internet marketing exploration. So the new media has become a new marketing position of traditional enterprises, digital marketing has become more and more important position.

Whether it is the trend of digital marketing in the United States, or Haier's marketing channel transformation, we all have to admit that digital marketing has entered the Nirvana, marketing 3.0 times not only need to have the new thinking of Internet marketing Party A, but also need to have a strategic vision of the digital party B.

Man and technology Keep abreast

What is the most missing person in the era of digital marketing?

Recently, an article called "Disappearing" of The Advertiser, the people still in the traditional advertising companies feel empathy, it is the story that gives them a headache. The article points out that the traditional professional advertisers and the clear division of labor system are being broken. "The great environment of digital communication has contributed to the disappearance of professional advertisers," he said. The change in the structure of the advertising company and its internal personnel is constantly changing as new technologies and media change, and technicians are often set up in the creative department. Whether a new creation can be achieved, the decision is not in the creative director, nor in the art of copywriting, but in technology. Again the perfect idea, cannot pass the technology the affirmation also is disconsolate. The change of communication environment and form has directly caused the change of the operation process of the advertising company and the change of the service mode of the advertisement company, therefore, the change of the advertisement person is also the general trend. ”

This means that advertising companies must rearrange their strategies and talents.

As early as the social media development in the initial stage, in party B's array has split many different from the traditional advertising digital marketing organization, in which the interactive faction is a more obvious example. Since its inception, the interactive faction attaches great importance to digital technology, now the technical staff has accounted for 1/3 of the total number of employees, for the company research and development and deployment of SCRM, large data systems, precision drainage has laid a solid technical foundation. Not only that, other personnel are also equipped with digital marketing knowledge of the compound talents.

The change of the core of communication

The traditional marketing mainly takes the product as the center, pays attention to the dissemination channel construction and the promotion. and digital marketing is mainly people-centered, more concerned about the interpersonal communication, as long as the master of this Law, the marketing focus shifted to the human body can produce viral marketing effect.

As DDB Global CEO Chuck Brymer said: "In the past we arrived at a consumer to tell him the story of the brand, and now we have arrived at a consumer to let him tell the story to another person." The arrival itself is no longer a goal, and the purpose becomes to contribute to sharing and participation. ”

In this regard, has many years of social marketing experience of the interactive faction that: Fans are not only the protagonist of social media, but also the brand's important assets. In addition to managing the fans ' assets, digital marketing organizations should also make them appreciate continuously, and gradually convert them into brand users and become the propaganda ambassadors of the brands.