What is digital marketing? Basic marketing knowledge that I can't hear anymore

 

What is digital marketing?
Basic marketing knowledge that I can't hear anymore[Part 1]





Digital marketing is a marketing method that utilizes "digital" such as the Internet and IT technology. Until the Internet has spread to the world, salesmen visit homes and businesses individually, and their experience of doing business, their impressions of interacting with customers, or questionnaires to the general public through newspapers, magazines, television, etc. Marketing to groups (mass) based on surveys was the mainstream. However, with the advent of the Internet, analysis of website access and marketing by email to finely categorized individuals have emerged. Nowadays, not only web and email, but also real store behavior and purchasing are analyzed by using big data technology and AI, and digital marketing is being carried out to consider hidden needs and trends. I am.


Also, instead of directly selling the features and usability of the product to the customer, it is like building a relationship between the customer and the company by instilling an abstract impression such as the concept and image of the product or brand and evoking sympathy. The method is also adopted. It can be said that it is a marketing method suitable for the present era when hobbies and tastes are subdivided and it is necessary to target "individuals". What exactly are you doing? This time, I will introduce the basic knowledge of this digital marketing.

What is digital marketing?

What is digital marketing in the first place? With the spread of the Internet and the era of having each smartphone, consumers have taken the time to check word-of-mouth and e-commerce sites before purchasing products and services. In addition, there are an increasing number of cases where people not only go to actual stores and buy from their hands, but also purchase from EC sites while referring to word of mouth. Consumption behavior has diversified, and sales promotion at stores and advertising / PR through mass advertising are no longer enough to lead to consumption. That's where the idea of ​​omni-channel came into play. Omni-channel is a method of reviewing the strategies and services that were divided between the conventional real and the Web, and providing optimal services and communication to customers on any channel. In omni-channel, we will make full use of digital tools such as Internet advertising, email approach, marketing using SNS, as well as mass advertising and sales data at physical stores, to create contact points with customers.

In digital marketing, not only advertising and PR through omni-channel, but also a huge amount of consumer behavior data collected at the same time is accumulated, and the data is utilized and analyzed. As a result, it is now possible to grasp the true intentions of customers, the direction of interests, and purchasing behavior, which could not be seen with marketing methods in the analog era, with higher accuracy. This means you can strategically market to all types of customers.


Differences between digital marketing and web marketing

A term similar to digital marketing is "web marketing," which is a website-specific marketing method. By following the access behavior of users who visit the official website, we will explore what kind of information the user wants from the website and improve it to web content that will lead to satisfactory consumption. I will stack them.

On the other hand, digital marketing is not limited to digital information such as user behavior obtained on websites, behavior history of smartphone and tablet browsers and official apps, and comprehensive data via IoT installed in products. The feature is that real activity data such as responses from real events, store visit data, and sales history are also collected. From the above, it can be said that digital marketing is omni-channel compatible web marketing.

The importance of digital marketing intensified in the "smartphone era"



Today, many consumers are constantly holding their smartphones and tablets, searching for products and services they care about 24 hours a day, 365 days a year, regardless of location. Even though we are in an era where you can make click purchases as soon as they match your needs, expanding channels in digital marketing is an unavoidable theme.

The marketing method has changed drastically with the advent of the Internet and personal computers, but it has evolved further with the advent of smartphones. Since product information can be instantly viewed via SNS and word-of-mouth sites, it is common for consumers to search for information and compare prices on their smartphones while looking at the product in front of them at a physical store. In response to such consumer behavior, methods of conducting more targeted advertising and PR, such as selecting advertisements to be delivered according to user behavior, are spreading. Now that the barrier between the real world and the Internet has disappeared in consumer behavior, marketing measures targeting smartphones are indispensable.

AI changes digital marketing

By working on digital marketing, you can accumulate consumer data in detail. On the other hand, in order to understand consumers from a large amount of diverse data, special know-how such as data science is required. That's where the use of AI for marketing came into play.

Digital marketing is entering a new stage with the full-scale arrival of the AI ​​era.
Let's take a look at an example of what kind of digital marketing has changed in the AI ​​era. The combination of digital marketing and AI will enable us to anticipate complex consumer behavior. For example, by analyzing the dissatisfaction and the behavior immediately before the member withdraws, it is possible to discourage the withdrawal by preparing benefits and following up after the sale for the member who is giving a sign that the member is likely to withdraw. You can also take measures. It is possible that the same thing could be done from the experience of veteran sales so far, but one of the advantages of combining AI and digital marketing is that it can be carried out with higher accuracy without relying on the intuition and experience of one staff member. is. Furthermore, with AI, the inventory and delivery date that can be grasped online can be answered in an instant before the operator confirms each one, and even the related products of the products that consumers are looking for can be advised from the data and action history. I will. Therefore, it can be said that high-quality customer service can be provided at any time, leading to an improvement in profitability.

In addition, if EC and store layouts are streamlined based on the data collected through digital marketing, customer satisfaction will increase and cost reduction effects will increase.

Summary

Digital marketing is a genre that is expected to develop further in the future as one of the marketing methods that meet the needs of the times. By emphasizing the connection with customers and utilizing digital data, diversifying tastes and behaviors can capture the interests and desired information of consumers and realize accurate marketing.

In addition, in combination with AI, it will be possible to instantly analyze vast amounts of customer data and make predictions. This enables high-quality communication according to the interests and tastes of customers using data that could not be known by humans alone.

For example, we can grasp the behaviors and tastes of customers that could not be captured in the state of marketing separately in EC and stores, and appeal recommended products in EC based on the purchase history at stores. Based on the access history of the website, it will be possible to distribute coupons with a smartphone app. As the amount of data handled increases, it becomes difficult to analyze and predict with human power alone. Therefore, there will be an increasing number of high-precision marketing methods that use AI, such as predicting customer behavior using AI and presenting products with a high purchase probability for each customer.

Companies are now required to respond quickly to these changes in the times.

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