Digital Marketing Guidelines

Usually, listening is of great importance.

In a recent project for a multinational technology company, the observation of online discussions for 6 months before product launch into the Chinese market led to a complete relocation of products in China.

Although the product is located in other markets in commercial users, the ultimate goal of targeting customers is not demographic or professional identity, but communication.

I doubt that this insight should be revealed in the thematic group by businessmen who discuss how they use products to run their businesses.

Nowadays, as long as the amount of communication business is large, the target customers can almost be regarded as business people.

Blogs can now involve any topic. Many consumers like to talk about companies, brands and services in their blogs.

We can closely observe how consumers' views are formed and who are influencing them.

Some brands deploy the whole team to observe and listen to online conversations, because they can provide valuable information in real time.

There are, of course, many other technologies that can be viewed online, such as online surveys, online sample libraries, online thematic groups, and so on, most of which are traditional technologies pplanted to the Internet.

Another way to get insight is to create application software on social networks. This is a good way to attract customers and network participation skillfully, and at the same time, it can learn from itself.

The challenge usually lies in how to digest and analyze information and plate these comments and dialogues into actions that can be put into action.

There are many technologies that we can listen to, but in order to turn these comments and dialogues into insights, we need to rely on experienced talents in the field of investigation, brand management and digital communication.

This is obviously a problem at present: data acquisition is becoming more and more easy, and it is scarce to pform data into insight and experienced talents.

Behavior analysis is one of the best ways to see consumers, that is, to track them in the process of online buying.

This can be achieved through website tags.

Of course, it is important not to violate privacy rules, but it is a good way to get consumers to see and develop consumers' access paths in the digital world.

These routes will play a role when you lock them in where consumers are most likely to appear.

So, suppose we have all the goals and consumers' insights, how can we develop appropriate activities?

Although I do not believe that there are universal formulas in the world, I think there are many ways to improve the probability of success.

The first rule is too much.

Focus on some key projects and really do them well, instead of constantly testing your activities (like we still do in offline space), and try and optimize them.

Consumers in online space are more tolerant.

It is best to publish some different information and quickly optimize activities in the direction of the most effective information.

Today, we have the ability to optimize activities in real time. There are tools that can help, such as cutting-edge technology thermography (tracking eye movements on the display screen to determine which information is viewed in the most place); or, analyzing the click rate and results, so as to optimize the combination of information and target.

In planning activities, we must focus on the overall situation and determine which purchase process you want consumers to experience (from brand recognition to actual sales).

After that, if the purchase process matches the channel used by consumers, it can be committed to those key strategies that can guide consumers to the desired direction.

When we arrive at a set of strategies, we can assess the impact of each strategy by estimating the results, the impact or the best return on investment (preferably the three combination), and then focus on the most effective strategy.

In short, the four very simple way to start is listening, concentration, courageous and optimization.