What's the use of the overwhelming digital marketing on the Internet for traditional enterprises? Many business owners have this question.
In recent years, the concept of digital marketing has continued to heat up, and the characteristics of expanding traffic channels and precise and efficient marketing have attracted a large number of traditional enterprises. They have joined the online market to expand their business and break through, setting off a wave of digital marketing transformation of traditional enterprises. But when the tide ebbed, many business owners found that they had spent their money and invested in advertising, and their performance did not improve much.
Is digital marketing useful to traditional enterprises? What can it bring to traditional enterprises?
Advantages of digital marketing
Compared with traditional advertising with low efficiency, vague crowd coverage and difficult to measure the effect, digital marketing has the following advantages:
Lower cost
Like the earliest SEO search optimization, The annual advertising expenses usually start at 10000 yuan 。 With the rise of various media platforms, such as Weibo, WeChat and Tiaoyin, you can publish advertisements on them for free as long as you have an account, and push your product information directly to consumers. The cost of traditional advertising, such as outdoor advertising and television advertising, is often 100000+, million+, which is what small and medium-sized traditional enterprises dare not think.
Higher communication efficiency
Publish advertising information on the digital media platform, It greatly shortens the path for advertising to reach the audience These digital media platforms also target a wide range of audiences: in this era where everyone can't live without smart phones, editing a microblog or taking a short video at random according to the hot spots will have a high degree of attention, and will get more reading and attention through forwarding and sharing. Compared with traditional advertising, digital marketing will have higher communication efficiency.
More accurate marketing methods
Since the emergence of the early generation of Internet advertising SEM bidding, Accurate advertising has always been a constant feature of digital marketing 。 SEM bidding is an advertising display triggered by users when searching for relevant keywords. This display principle can timely grasp the needs of customers, suit the right medicine to the case, and achieve rapid transformation of target customers.
Another example is the rise of information flow advertising in recent years. It can also choose the range of advertising according to the needs of enterprises, such as region, gender, age, interest, etc., to achieve targeted advertising and stimulate the potential needs of target users.
More flexible advertising strategy
In the traditional advertising era, it is impossible to achieve data visual marketing monitoring, while An important attribute of digital marketing is the measurable effect 。 Digital media has opened up the enterprise advertising data stream. By analyzing the changes in real-time feedback marketing data, enterprises can accurately grasp the concerns of target users, timely adjust the advertising strategy, improve the accuracy of advertising marketing, and maximize the marketing effect with minimal investment.
The form of change, the essence of constancy
With the continuous development of digital marketing, a large number of marketing tools in various forms have emerged.
Baidu is a precision marketing platform. Users can search only when they need it. Enterprises can achieve precision marketing
Microblog is a relatively open platform, which can realize one to many communication faster
WeChat is a "circle oriented" platform, relying on a large user group, it can build its own private domain traffic
Short video is a new generation of content presentation form, with larger content creation space, which can more personalized display of enterprise information, and its social attributes are also conducive to user fission
The new trend is always stronger than the previous one, which leads to many traditional enterprises that have no in-depth understanding of digital marketing to do whatever is hot. Short videos are hot, and search marketing, which seems to be outdated, will no longer be done.
Will there be gains after the hot marketing channels are done? Is the old marketing form really out of date? So why are big companies still rushing to invest in search advertising? Why do some enterprises just need to invest in search marketing to get customers easily?
The emerging marketing tools in various forms have made everyone ignore one point, The essence of digital marketing has not changed. It still focuses on two things: finding users for enterprises and letting users find you 。
Whether it is search marketing, information flow or short video live broadcast, the choice of marketing tool should be considered from the perspective of the enterprise's own business, and the total amount of the industry market in which the enterprise is located and its ranking in the industry should be analyzed. If the search market of an industry as a whole is insufficient, for example, the industry characteristics of the housekeeping training industry determine that few people actively search, then for enterprises in this industry, the effect of search engine marketing is very limited. At this time, enterprises need to target advertising for customer attributes, such as information flow, or promote on platforms such as Twitter and WeChat, Actively expose enterprise information to target customers.
However, customers of 2B enterprises or investment promotion enterprises usually have clear search intentions. These enterprises are more suitable to improve their rankings in the industry through SEO and SEM, so that users can search for themselves first rather than competitors.
Digital marketing trend
The year 2020 is undoubtedly the key year for the digital transformation of enterprises. "Digital infrastructure" has become the consensus for the transformation of enterprises, and they have realized cost reduction and efficiency increase through digital transformation. With the development of digital marketing, it can be said that the digital transformation of enterprises is not a choice, but the only way out. Keeping up with the development trend as soon as possible does not mean blindly following the trend According to the judgment of the transformation stage of the enterprise, the transformation promotion plan that conforms to its own characteristics can stand out in the competition of various enterprises and become the industry leader.
