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In my recent contact with enterprise services, the most heard terms are digital transformation and digital marketing.
Many companies talk about digitalization, even if the enterprise has nothing to do with the digital model, they also plunge headlong into this "dye vat".
Of course, at present, digitalization is the trend of the whole society, and even when preparing for the marketing and business administration majors that are about to graduate, the tutor will guide them to rely on digitalization.
So, let's talk about digital transformation and marketing today!
What we need to understand is that the 2023 Post Sprint Contest Digital transformation is not only a technological change, but also a change in the mindset of enterprises.
Let's first take a look at the explanation of digital transformation on the encyclopedia:
Digital transformation is a high-level transformation process based on digital transformation and digitalization, which further touches the company's core business and aims to create a new business model.
In a nutshell, the so-called digital transformation refers to the passage of the enterpriseBusiness digitalization, process digitalization, and information digitalizationand other technological methods (including AI) to change the business model of enterprises, improve enterprise revenue, strengthen management, and establish a digital culture of enterprises.
In the process,Digital transformation is a process, not a result, and a gradual expansion process from the inside out.
In the process, enterprises can complete digital transformation and upgrading through digital platforms, business data, self-improvement, business transformation, digital ecological construction, and production digitalization.
The digital method is a way to adapt to modern management and marketing, and promote the rapid development of work through scientific data and software.
The ultimate goal of digital transformation is to reduce process losses, reduce management costs, and improve work efficiency and revenue.
Source: AsiaInfo Business Review-Digital Meta Framework
At present, in the process of digital transformation, enterprises have a soft spot for digital marketing.
This is mainly determined by the importance that enterprises attach to sales in the process of development.
With the continuous improvement of the business environment and technological capabilities, digital and AI marketing have penetrated into the marketing layout of enterprises, although many technologies are still immature. But many companies have also profited in the process.
At present, digital marketing technology has formed a relatively complete marketing ecological chain.
From consumer mind research, creative design, content creation, precise delivery, scene creation, data analysis, feedback upgrade, insight into consumer trends, almost all aspects of digital integrated marketing are covered.
*Sourced from the 2024 China Digital Marketing Trends Report
As a result, there are countless AI digital tool platforms that provide almost similar functions. For example, the large model "Leo Returns to One" launched by Leo Digital, and for example, in the foreign trade marketing tools, several business software that I know of have launched AI inquiry email writing functions and customer acquisition channels across the network.
We can see that the main functions of AI are around advertising creativity and copywriting, and digital integration is mainly in data information and precise promotion.
The purpose of the former is to lower the threshold of enterprise creation, improve internal creative ability, and reduce dependence on third-party design and creative companies, while the latter is mainly to improve the marketing development ability of salesmen.
It can be seen from this that the role of AI is still relatively limited.
However, AI can indeed lower the threshold for digital transformation, allowing some enterprises with low requirements to carry out work that was previously not done due to high costs.
However, there is still a significant gap with professional third parties.
*Sourced from the 2024 China Digital Marketing Trends Report
When considering digital marketing, companies must first change their mindset. The change from subjectivity to objectivity, and then the addition of subjective judgment from objective analysis, can rise to a new level with the help of digital platforms.
In this process, in the digital process of the enterprise, the marketing work and links that the company has completed before can be transformed in a digital way. This includes business management, marketing platforms, marketing promotion, customer management, and other processes.
In particular, it is important to note that companies are using digitally related technologies, such as AI. These are all used as tools, and the business should pay attention to the operation in the tool process.
I've come across companies that have purchased a lot of digital platforms and AI tools, but they haven't used them well.
What businesses need is digital tools to empower sales, and the importance of operations cannot be overstated.
After the process of development-retention-conversion, the communication between people and the operation of the platform are particularly important.
Therefore, enterprises should pay attention to the operation and operation team in the digital marketing process.
Only a strong operation team can maximize the effect of digital marketing. Among them, it is more obvious that those e-commerce and live broadcast companies have a much higher role in their operations than their counterparts in other companies.
*Sourced from the 2024 China Digital Marketing Trends Report
Digital upgrading is a key process to meet the needs of enterprises that meet the development of the times, and it is also a key process to match the scale growth of enterprises.
However, when enterprises carry out digital transformation, they must first consider the pros and cons of digital upgrading.
Don't blindly follow the trend and invest unnecessary money. Nor can we embrace traditional ideas and embrace digitalization.
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