什么是数字营销？对数字营销的误解有哪几类？

什么是数字营销？对数字营销的误解有哪几类？数字化转型网

营销人员对数字营销的误解有哪几类？

营销人员对数字营销的误解通常有以下几种：

• 数字营销是通过运用一些数字化的工具管理市场部活动的过程。
• 数字营销是网络推广。
• 数字营销是采用数字化方式精准触达用户以获取流量的过程。
• 数字营销是将线下营销活动转移到线上来。
• 数字营销是直播带货。
• 数字营销是自动化进行线索培育和孵化的营销方式。

以上都对，又都不对。对的地方是它们都是数字营销内容的一部分，只是诠释角度不同；不对的是以上这些解释都无法完整反映数字营销的全貌。

• 第一点是从使用新营销工具进行数字化应用和流程管理的角度对数字营销的解读；
• 第二点是相较于传统营销方式如电视、广播等等对数字营销的解读；
• 第三点是从数字化营销带来的红利角度进行解读，许多人认为数字营销就是以一种低成本的方式获得流量，但这其实是一种偏见；
• 第四点是从营销媒介发生的巨大变化对数字营销进行解读；
• 第五点是根据之前大火的营销新现象对数字营销进行解读；
• 第六点是对营销数字化技术及其带来的价值的诠释。

数字营销是做什么的？

很多在传统行业里从业多年的营销人员说想转型做数字营销，但是不知道怎么转。我们的建议就是先搞清楚数字营销是干什么的。不要小看这第一步，对于在大型企业里面深耕多年的传统行业从业人员来说，这不是一件容易的事情。

营销的本质是增长，这无关新旧，无论是收入的增长、利润的增长还是市值的增长。你或许认为也有公益营销，也有为了长期愿景和使命而做出的品牌营销，但那仅仅是营销的冰山一角，企业始终是以盈利为目的的，所以，基于增长法则的营销活动才更具有长期价值。

但是数字营销赋予“增长”的含义在数字化的今天发生了变化，数字化营销驱动的“新增长”不只是流量的增长，更是“服务小众、服务长尾用户能力”的增长。在过去，我们一直都在追求流量的增长，“流量”成为营销人员趋之若鹜的关键营销目标，但在新营销时代，流量增长不再是核心指标。

我们对数字营销的定义是：数字营销是企业在消费者注意力碎片化的时代， 通过"内容"抓住用户的"长尾"需求，以数字化工具为底盘，精细化运营 "留量"，以达到品效协同营销效果的一种营销方式。这里的"留量"指的是用户留存量，而非转瞬即逝的"流量"。

传统时代的营销模式是把同一个广告同时推向成千上万个用户，用户接收到的信息是千篇一律的。但是在今天，随着消费需求的升级，在消费者获取信息和内容选择性越来越大的情况下，他们追求的是差异化的体验，他们寻求品牌与自身的相关性。这个时候，数字营销能够通过数字化的方式、技术和工具解决消费者差异化、多样化的需求。

数字营销驱动的企业其业务的增长核心体现在“用户覆盖和运营能力” 的增长上。如何去理解用户运营能力？用户运营能力主要体现在以下几个方面：

• 首先是可规模化，通过数字化的渠道规模化触达更多的受众，提升营销效率，降低企业运营成本，加速获取新客，这是数字化营销广度的优势体现；
• 其次是通过数字营销的方式和用户建立 1 对 1 的关系，以用户注意力为中心，建立与消费者的深度连接，这是数字营销方式与传统营销方式的显著区别。变化随时在发生，所以我们每一次的传播活动都需要对用户进行重新定位。

数字营销是艺术与科学的结合，大数据赋予我们进行精准人群触达、转化的可能性。也就是说，数字营销的重点已经从关注整体营销转移到了关注个体用户的需求中来。多样化的数字触点和大数据赋予了企业以用户喜闻乐见的方式建立特定关系的可能性。这是数字化营销深度的优势体现。

数字营销需要对“广”和“深”两手抓，而长尾理论的精髓也在于此， 即广泛的用户覆盖和深度的交互。从这个意义上讲，长尾理论和数字营销的本质不谋而合 。

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：

What is digital marketing? What are some of the misconceptions about digital marketing?

What are some of the misconceptions marketers have about digital marketing?

Marketers often have the following misconceptions about digital marketing:

Digital marketing is the process of managing marketing activities by using some digital tools.

Digital marketing is network promotion.

Digital marketing is the process of accurately reaching users in a digital way to obtain traffic.

Digital marketing is the transfer of offline marketing activities to online.

Digital marketing is live to bring goods.

Digital marketing is a marketing approach that automates lead cultivation and incubation.

All of this is true and all of this is not true. The right place is that they are all part of digital marketing content, but the interpretation Angle is different; The problem is that none of these explanations give the full picture of digital marketing.

The first point is the interpretation of digital marketing from the perspective of digital application and process management with new marketing tools;

The second point is the interpretation of digital marketing compared with traditional marketing methods such as TV, radio and so on.

The third point is to interpret the dividend from the perspective of digital marketing. Many people think that digital marketing is to obtain traffic in a low-cost way, but this is actually a prejudice;

The fourth point is to interpret digital marketing from the great changes of marketing media;

The fifth is to interpret the digital marketing according to the new marketing phenomenon of the previous fire;

The sixth point is the interpretation of digital marketing technology and the value it brings.

What does digital marketing do?

Many marketers who have worked in traditional industries for many years say they want to transform into digital marketing, but they don't know how to turn. Our advice is to figure out what digital marketing is all about. Do not underestimate this first step, for the traditional industry practitioners who have been deeply engaged in large enterprises for many years, this is not an easy thing.

The essence of marketing is growth, regardless of old or new, whether it's revenue growth, profit growth or market cap growth. You may think that there is also cause marketing, and there is brand marketing for long-term vision and mission, but that is only the tip of the iceberg of marketing, companies are always profit-oriented, so marketing activities based on the law of growth are more long-term value.

However, the meaning of "growth" given by digital marketing has changed in today's digital world, and the "new growth" driven by digital marketing is not only the growth of traffic, but also the growth of "the ability to serve niche and long-tail users". In the past, we have been pursuing traffic growth, and "traffic" has become a key marketing goal for marketers, but in the new marketing era, traffic growth is no longer the core metric.

Our definition of digital marketing is: in the era of fragmented consumer attention, digital marketing is a marketing method in which enterprises seize the "long tail" needs of users through "content", take digital tools as the chassis, and fine operation "retention" to achieve the effect of collaborative marketing. "Retention" here refers to user retention, not fleeting "traffic."

The marketing model of the traditional era is to push the same advertisement to thousands of users at the same time, and the information received by the users is the same. But today, with the upgrading of consumer demand, in the case of consumers getting more and more selective information and content, they are pursuing differentiated experience, and they are seeking the relevance of brands with themselves. At this time, digital marketing can solve the differentiated and diversified needs of consumers through digital methods, technologies and tools.

The growth core of digital marketing-driven businesses is reflected in the growth of "user coverage and operational capabilities." How to understand the user operation capability? User operation capabilities are mainly reflected in the following aspects:

First of all, it can reach more audiences through digital channels, improve marketing efficiency, reduce enterprise operating costs, and accelerate the acquisition of new customers, which is the advantage of digital marketing breadth.

The second is to establish a 1-to-1 relationship with users through digital marketing, focusing on user attention and establishing a deep connection with consumers, which is a significant difference between digital marketing and traditional marketing. Change is happening all the time, so we need to retarget our users for every communication campaign.

Digital marketing is a combination of art and science, and big data gives us the possibility of accurate crowd reach and transformation. In other words, the focus of digital marketing has shifted from focusing on overall marketing to focusing on the needs of individual users. The diversity of digital touchpoints and big data gives companies the possibility to build specific relationships in a way that users will like. This is the strength of digital marketing depth.

Digital marketing needs to grasp both "wide" and "deep", and the essence of the long tail theory is also in this, that is, broad user coverage and deep interaction. In this sense, the long tail theory coincides with the nature of digital marketing.

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