过去几年，涌现了大量的数字营销新现象，我们不知道在未来五年又会出现什么样的平台和新现象、新技术，但我认为，以下几个方面将是数字化营销应该发力的关键点。

第一，数字化经济深入到产业的各个领域。

从国家层面看，国家"新型基础设施建设"战略的重点，是使数字化在产业领域的应用得到进一步拓展和升级，首要表现是在B2B的商业模式下数字化营销转型全面加速。

从企业层面看，数字化经济从B2C数字营销开始，逐渐渗透到产业互联网领域。B2B企业逐渐看到数字化转型的必然性和价值，开始从营销、电商到生产、供应链、内部运营和组织人才管理，全面寻求数字化机遇。一个非常具有代表性的案例是，企业微信作为企业进行内部管理和对外营销的工具，加速了数字化深入企业运营和营销管理的步伐。

第二，社交电商持续升温，但增速放缓。

2020年是让社交电商"疯狂"的一年，各大品牌涌入电商直播领域，催生了大量以直播产业为生的网红、MCN机构和直播业务代理公司。数字化转型网

社交平台的互动性使品牌方能最直接地捕捉到消费者的真实痛点，尽可能地贴合用户需求。随着以快手和抖音为代表的短视频平台全面商业化，社交电商涵盖的形式也越来越广泛，成为当今品牌方争先恐后采取的新营销手段。数字化转型网

第三，大数据、云计算成为智能营销的核心能力。

大数据赋予了品牌方全面深入解读客户习惯和喜好的能力，以便于建立和客户的亲密性。随着大数据的普及，越来越多的企业将开始打造自己的客户数据库。

许多企业可能会痴迷于第三方电商平台给到的"免费流量"，入驻其平台就可以获得新客和销量的增长，这当然是短期将流量变现的捷径。但企业也应看到数据的长期价值。真正持有有效流量和用户画像的是平台方，而不是品牌方，品牌方和平台方合作共生的同时也不能忽视自建客户数据库的必要性。客户是核心资产，品牌方让客户对自己的品牌产生黏性而不依赖平台才是营销的根本。数字化转型网

第四，数字化技术赋能营销创新。

营销创新是企业建立核心竞争优势的护城河，数字化技术是营销创新的基础设施。以人工智能为代表的营销自动化技术成了企业近几年最大的营销投资领域之一。

移动互联网时代，通过数字化营销技术能大大提升营销效率，降低客户服务成本，同时也可将这种模式快速复制到跨国公司的其他地区和业务单元，实现规模效应。大胆的创意也因为 AR、VR、AI等数字化技术成为可能。数字化转型网

第五，数字营销回归理性。

通过大量"烧钱"进行闪电扩张、获取流量红利以取得垄断优势的局面已经过去，广告主对投资回报的要求越来越高，企业对"效果营销"的呼声也越来越高。效果的定义是什么？难道只是单纯的曝光？不是的，真正的效果应该是销量与"声量"的合一。杜绝短视营销逻辑，需要长久做营销策略。数字化转型网

数字营销已经不再作为营销概念而存在，它将成为切实地为销售赋能的工具。未来五年是数字营销从业者可以大展拳脚的五年，其一在于高管的心态和认知的转变，其二在于数字化经济形势。数字营销就业市场将持续活跃，对数字化人才的需求也将不断增加。

更多营销数字化相关资讯、干货、案例、观点可关注产业媒体数字化转型网~

翻译：

In the past few years, a large number of new digital marketing phenomena have emerged, and we do not know what platforms and new phenomena and new technologies will appear in the next five years, but I think the following aspects will be the key points that digital marketing should make efforts.数字化转型网

First, the digital economy has penetrated into every sector of the industry.

From the national level, the focus of the national "new infrastructure construction" strategy is to further expand and upgrade the application of digitalization in the industrial field, and the primary performance is to accelerate the digital marketing transformation under the B2B business model.

From the enterprise level, the digital economy started from B2C digital marketing and gradually penetrated into the industrial Internet field. B2B companies are increasingly seeing the inevitability and value of digital transformation and are beginning to pursue digital opportunities across the board, from marketing and e-commerce to production, supply chain, internal operations and organizational talent management. A very representative case is that enterprise wechat, as a tool for internal management and external marketing of enterprises, accelerates the pace of digital penetration into enterprise operation and marketing management.

Second, social e-commerce continues to heat up, but the growth rate is slowing down.

The year 2020 is a "crazy" year for social e-commerce, and major brands have poured into the field of e-commerce live broadcasting, which has spawned a large number of network celebrities, MCN institutions and live broadcasting business agencies living on the live broadcasting industry.数字化转型网

The interactive nature of social platforms allows brands to capture the real pain points of consumers most directly, and adapt to user needs as much as possible. With the comprehensive commercialization of short video platforms represented by Kuaishou and Douyin, the forms covered by social e-commerce are becoming more and more extensive, becoming a new marketing means that brands are scrambling to adopt today.

Third, big data and cloud computing have become the core capabilities of intelligent marketing.数字化转型网

Big data gives brands the ability to fully and deeply interpret customer habits and preferences in order to build intimacy with customers. With the popularity of big data, more and more enterprises will start to build their own customer databases.

Many enterprises may be obsessed with the "free traffic" given by third-party e-commerce platforms, and entering their platforms can obtain new customers and sales growth, which is of course a shortcut to monetize traffic in the short term. But companies should also see the long-term value of data. What really holds the effective traffic and user portrait is the platform side, rather than the brand side, and the brand side and the platform side can not ignore the necessity of building their own customer database while cooperating. The customer is the core asset, the brand let the customer to their own brand stickiness rather than relying on the platform is the fundamental marketing.数字化转型网

Fourth, digital technology enables marketing innovation.

Marketing innovation is the moat for enterprises to establish core competitive advantages, and digital technology is the infrastructure of marketing innovation. The marketing automation technology represented by artificial intelligence has become one of the largest marketing investment areas of enterprises in recent years.

In the era of mobile Internet, digital marketing technology can greatly improve marketing efficiency and reduce customer service costs. At the same time, this model can be quickly replicated to other regions and business units of multinational companies to achieve scale effects. Bold ideas are also made possible by digital technologies such as AR, VR, and AI.

Fifth, digital marketing returns to rationality.数字化转型网

The situation of lightning expansion through a large number of "burning money" and obtaining traffic dividends to obtain monopoly advantages has passed, and advertisers are increasingly demanding return on investment, and enterprises are increasingly calling for "effect marketing". What is the definition of effect? Is it just exposure? No, the real effect should be the integration of sales and sound volume. Put an end to short-sighted marketing logic, need to do long-term marketing strategy.

Digital marketing no longer exists as a marketing concept, it will become a tool to effectively empower sales. The next five years will be the next five years for digital marketers, partly because of changes in the mindset and perception of executives, and partly because of the digital economy. The digital marketing job market will continue to be active and the demand for digital talent will continue to increase.数字化转型网

More marketing digitalization related information, dry goods, cases, views can be paid attention to industrial media digital transformation network ~