After Reading "Marketing 4.0" (Part 3: Marketing Tactics in the Digital Age)

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Finally, I have time to put together the final post in this series, which will summarize the digital marketing tactics introduced in Marketing 4.0.

Nowadays, it is no longer enough for brands to just provide functional products to capture the hearts of customers, but they also need to build a favorite brand image in the minds of customers, so that customers feel that interacting with the brand will "take care of my anxieties and desires". There is a saying that brands need to learn to "lead horizontally". Research has identified six traits of a horizontal leader: energetic, intellectual, social, emotional, bright, and ethical. Successful brands are usually successful in creating an image of these traits in the minds of their customers.

In order to portray the right image, it is also necessary to have a good understanding of the customer, which is calledBank of China(c) The digital age. In the digital age, common practices include community listening and physical engagement. Community listening is the use of technology to proactively monitor brand-related online conversations, often using big data to analyze customer intelligence. Another type of engagement is for marketing researchers to become deeply involved in the community, participating in conversations and becoming part of the community to integrate their understanding of customers and research findings.

Content MarketingContent marketing is a recently heard term for creating a deeper connection between a brand and its customers by creating and distributing content that is valuable to them. The process of content marketing can be divided into eight steps.

1. Set clear goals: The goals of content creation and business goals must be the same. Often the goal is sales (creating customers, recommending products) or branding (increasing awareness, customer loyalty, engagement), and it's important to have a clear definition of the goal so that you don't lose track of where you're going with your content creation.
2. Audience Selection: Be specific.
3. Content Planning: Content marketing narratives that are relevant to the customer's life, reflect the brand's personality, and are holistic in nature.
4. Content Creation: There are three common forms of content creation: self-created, sponsored by a third party, and user-created.
5. Content Distribution: There are three common distribution channels: owned media, paid media, and free media.
6. Amplification: Identifying influential customers in the community, creating reciprocal relationships, and amplifying promotions by these customers is often very effective, and the brand's own marketing team can continue to follow up and listen.
7. Effectiveness Measurement: Measurement of 5A's visibility, liking, search, action, and sharing. In digital marketing, the following indicators are commonly used to measure the 5A's.
   • Visibility: Number of Exposures, Number of Non-Repeaters, Percentage of Remembered Brands
   • Favoritism: number of visits per visitor, bounce rate, time on site
   • Searchability: Search Engine Rankings, Search Leads, Recommended Visitors
   • Activity: Click-through rate (number of clicks as a percentage of exposures), conversion rate to other actions (e.g., percentage of purchases or registrations)
   • Sharing: Sharing rate (the proportion of shares to the number of exposures), interaction rate (the proportion of followers who share or like the site).
8. Content Marketing Improvement

Pathway MarketingIt is another popular new term, the main spirit of which is to provide guidance to both physical and online channels at every stage, so that customers can reach them anytime and anywhere. The application of technology opens up many new possibilities, such as the use of sensor technology in physical stores, or the use of AR technology in online channels to help customers experience, or the use of big data analysis to understand the transactions of customers in physical channels, all of which fall within the scope of omni-channel marketing. Omni-channel marketing can be divided into three main steps.

1. Identify every possible touch point in the customer experience path. This refers to every customer interaction across all online and physical channels, and is usually the point in the 5A organization where the customer takes action, such as learning about a product, buying, using, or receiving a service. A touchpoint may also involve multiple channels.
2. Identify the most critical touchpoints and channels within them. Marketing is most effective when improvements are focused on the most popular touchpoints and channels.
3. Improve and integrate the most important touch points and pathways.

Participate in MarketingIt refers to techniques to increase customer engagement. Some of the techniques that have been used by companies in recent years include.

• Using mobile apps: Businesses use self-developed apps to help customers. Depending on the nature of the business, the purpose of the app varies, but successful apps usually have social, location-based, and mobile (ready to receive a service at any time) features. Good apps also need to integrate with the back-end, with the back-office, with the physical store, etc.
• Providing solutions through social customer relationship management: Providing an ongoing dialog, understanding the customer and influencing the direction of that dialog. This is not the same as social media marketing, but more like customer service, where the main focus is on using social media to provide customer service rather than publicity. A common example of this is the separation of a marketing account from a customer service account on Twitter.
• Gamification: Usually offering different levels of benefits. This type of approach is also often used to collect customer transaction data, which helps to customize the service.

These are the digital marketing techniques introduced in Marketing 4.0.

Article Series

• Marketing 4.0 (Part 1: Theoretical Framework)
• Marketing 4.0 (Part 2: Industry Types and Marketing Applications Based on the 5A Framework)
• After Reading "Marketing 4.0" (Part 3: Marketing Tactics in the Digital Age)

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