Contents
Chapter 1: Marketing Environment in the Digital Transformation
This is an era when the world embraces digitalization. We have more access to the Internet, share more information online and are more likely to obtain information from the Internet. We switch our life to online activities, like social interactions and shopping, as if we were digital mammals. Against such a background, marketing digitalization is an inevitable trend. We need to know the digitized marketing environment, understand the behavioral characteristics of consumers and learn from leading digital marketing enterprises. We also need to evaluate the maturity of the current digital marketing strategies. This is the first step for us to carry out digital reform.
○ Digital Marketing Layout of Leading Enterprises
○ Auditing the Maturity of the Corporate Digitalization
○ Redefining “Digital Marketing”
Chapter 2: Upgrading Digital Marketing Strategy: Strategic Platform for Digital Marketing
Many CEOs and CMOs ask the following questions: How is marketing strategy in the digital era different from that in traditional times? What has changed in each step of a marketing strategy in the digital era and what has been preserved? Only by starting with the mindset and framework and thinking as that of a CEO and CMO can we make good topdown designs and plans. We need to know the nature of marketing, the most prominent features of marketing in the digital era, the latest developments in segmentation, target market, position and brand strategy with digital technologies and the strategic platform of digital marketing established as such development takes place.
○ Evolution of Marketing: From Marketing 1.0 to Marketing 4.0
○ Upgrading the Framework of Marketing Management
○ Upgrading Marketing Research in the Digital Era
○ Upgrading the Marketing Strategy STP in the Digital Era
○ Upgrading Product Strategy in the Digital Era
○ Upgrading Price and Channel Strategies in the Digital Age
○ Upgrading Branding Strategy in the Digital Age
○ Upgrading Customer Service Strategy in the Digital Age
Chapter 3: Recognize in the 4Rs: Digital Profiling and Recognition of Consumers
To recognize your consumers is the first step for digital marketing. In the pre-digital era, we focused on the overall analysis of target consumers, and most profiles of consumers were predicted based on sampling and qualitative studies. In the digital era, the biggest change is that network behaviors of consumers can be tracked by big data, like tracking of cookies, tracking of mobile digital behaviors using SDK and tracking of shopping preferences by payment data. With these data connected, a big data user profile is completed. Integrating these technical means and marketing philosophy is the biggest change in the digital age.
○ Digital Marketing Strategy Model and the Application Framework of the 4R
○ Advantages/Features of Big Data Consumer Profiling
○ Converting Customer Profiles into Business Value
Chapter 4: Reach in the 4Rs: Coverage and Arrival of Digital Information
To reach your consumers is the second step in digital marketing and also the first step for enterprises that engage in the digital marketing game. After having a clear digital profile of consumers, we need to reach and connect to our customers, which we hereby call “coverage and delivery of digital information”. In this process, enterprises need to analyze themselves: How can they have a digital plan and layout in a systematic and scientific way rather than in a passive, scattered and random way? We divide the coverage and delivery of digital information into four categories: Initiative-push, initiative-present, trust-agent and asset-exchange. Also, the tools of digital marketing have been presented in this chapter.