营销数字化与数字化营销,是两个不同的概念。很多容易混淆。营销数字化是实现营销在线化,在线积累数据。所以,购买系统,营销在线是必须的。数字化营销,主要是对数字化的营销应用。但是,没有营销在线,照样可以数字化营销。比如,数字化产品研发,主要是利用外部数字;数字化传播,也是主要利用外部数字。元气森林通过便利店销售,很难C端用户在线,但并不耽误他们搞数字化研发。
数字化营销,如研发数字化、传播数字化,因为牵涉部门少,主要是外部数据,可以先搞起来。数字化营销管理,其对象包括销售部门的人员、代理商、终端店主、云店主。这是营销数字衍生品。今麦郎的“四合一“,与其说是分销数字化,不如说主要是营销管理数字化,通过”小工“业务行为的优化,做好深度分销。
WhatismarketingWhatismarketingMarketingWhatismarketingSellinghousesSellinginsuranceAndmore,nottrue!Marketingisnotnecessarytosell,drysalesarenoteasytothinkaboutandtechnicalcontent.Marketingisinthecreation,communication,communicationandexchangeofproductstoattracteconomicvalue,customerprocessesandsystems,customerpartnersandsocietyatlarge.Basically,itshouldbeconductedwithmarketingpersonnel,suitableforbusinessactivitiesandsalesbehavior.
Marketingdigitizationanddigitalmarketingaretwodifferentconcepts.Manyareeasilyconfused.Marketingdigitizationistherealizationofmarketingonline,onlineaccumulationofdata.So,buyingsystem,marketingonlineisamust.Digitalmarketingismainlytheapplicationofdigitalmarketing.Butyoucandodigitalmarketingwithoutmarketingonline.Forexample,digitalproductresearchanddevelopment,mainlyusingexternalnumbers;Digitalcommunication,alsomainlyusesexternalnumbers.QiForestthroughtheconveniencestoresales,itisdifficulttoCendusersonline,butitdoesnotdelaytheirdigitalresearchanddevelopment.
Theconceptofdigitaldistributionordigitalchannelsisnotaccurate.Traditionaldeepdistribution,canachieve2Bdigital.IfyouextendtotheCendandrealizeBCintegration,youwillsee2Bdigits,2Cdigits,andBCassociateddigits.Marketingdigitizationinvolvesorganizationaltransformationandprocessreengineering,whichtakesalongtime.Ifitisnotdonewell,itwillhaveanegativeeffectatsomestage.