Taoji Wozhu·Winning in Digital Marketing 2023 | Conversation with Hanxu Li, Content Director of Chua

As the marketing environment continues to iterate, the behavioral habits of the main consumer forces change, and demand escalates. At the same time, as competition in the entire industry intensifies, how can companies carve a "hole" in the uncertain market and seek breakthroughs? "Looking at the long-term and doing the short-term" has become a new keyword in brand marketing. It not only focuses on long-term value existence, but also values ​​current certainty.

The search never ends. Where will digital marketing go in 2023? What innovative growth opportunities will companies find?In order to record the achievements of the development of the digital marketing industry and deconstruct the growth logic of brand marketing, Niuer Media's annual plan "Winning in Digital Marketing 2023" aims to explore the key to grasping the development and changes of the industry.Through dialogue with digital marketing company executives, we share practical knowledge in the digital marketing business field and jointly explore the future development of brands.We will rely on the [Leadership] media platform matrix and look forward to bringing more inspiration and reference to the industry ecology as it moves towards a new future.

Guests of this dialogue

Li Hanxu, content director of Chuanglue Technology

Chuanglue Technology is a data technology and AI company that is committed to providing differentiated AI-driven data technology solutions to medium and large B2C companies, helping companies optimize application scenarios related to customer data, including customer insights, personalized marketing, customer Life cycle value management, customer experience improvement, etc. Chuanglue Technology serves more than 300 large and medium-sized domestic and foreign companies, including Jianhe Group, Changan Automobile, DHC, Starbucks, smart cars, SMCP, Maserati, Spring Airlines, Bank of China, etc., covering automobiles, retail, finance, cross-border overseas expansion, etc. industry.

Important points:

The significance of digital marketing to enterprises lies in "realization of business value", and the core is growth

Leading the way:In your opinion, what are the challenges facing the digital marketing industry today? How to break the situation in 2023?

Li Hanxu:Although the company clearly marketingDigital upgrading is an inevitable trend, and there is a strong awareness of entry. However, it is constrained by the economic environment and faces the problem of "difficulty in realizing business value".Dilemma, ROI has become an important factor affecting corporate decision-making and continuation。 For this reason, when economic activities show a recovery trend in 2023, it is even more necessary toEnterprises are required to face the complexity of organizational adjustment, face up to the unknowns of the market and customers, and clarify strategies.goals and paths,Properly utilize digital tools to drive business growth and find a new paradigm for sustainable development.

To enterpriseIn terms of, firstly clarify the user-centered business philosophy, and obtain top-down support from internal management, organizational resources and other aspects; secondly, combine strategic positioning, business conditions, business scenarios and data foundation to create a digital construction path that conforms to its own business pattern , Precipitate your own digital operation capabilities, return digital investment to business scenarios, and empower front-line employees; then build an organizational structure and functions suitable for digital transformation, customize continuous training and competency certification, and achieve cognitive leaps through organizational collaboration Implement it with practice to form a unique digital moat for the enterprise.

To sum up,Strategy is the foundation, tools are the foundation; organization is the framework, and operations are the key.

to suppliersIn terms of, whether the current digital transformation of enterprises is successful, under the complete product system, what is more tested is the supplier's ability to build, empower and cultivate the enterprise's digital system. To this end, suppliers need to shift from product construction to continuous value empowerment, providing full-process services and value from early corporate strategy, system planning, to construction, operation and final story telling.

It is recommended to create an operation team with industry know-how, business scenarios, data logic, system construction, and strategy analysis to drive the enterprise to achieve a large operation closed loop of "traffic, operations, rights, products, platforms, data, and training" to digitize the enterprise Transformation is truly implemented in actual business scenarios.

Leading the way:Why is the importance of data in digital marketing “increasing every day”?

Li Hanxu:We have been emphasizing that the significance of digital marketing to enterprises lies in "realizing business value", and its core is growth.In the digital age, data is an effective form of depiction of human production and life. It also records users’ online and offline behaviors across all channels. It covers the full-link business process of companies providing products and services to users and obtaining conversions. It is a form of stock competition. Chinese enterprises gain insight into users and seek the best way for sustainable growth.

However, single and fragmented data cannot describe it. Only comprehensive and integrated data can reflect the entire business. To this end, having data is only the first step, and in-depth application of data is fundamental. For this reason, companies are advised to take the following steps to self-examine before engaging in digital marketing:

● Sort out the existing data sources to see if they are at a very clear application level. Which data are already being continuously used, and what proportion of the data is not being used?

● Whether historical data and new data are in a state of integration and continuous cleaning and integration. For example, is structured and unstructured data processed appropriately, and is the data heavily fragmented? From real-time behavioral data, transaction data, CRM data, to core business database data, what is the degree of integration? Is it aggregation or complete decentralization?

● Consider the causes of legacy data problems. Is it because many legacy systems have become obstacles to data integration (for example, old ERP, CRM, or data warehouses) that reduce the efficiency of data integration, causing data governance work to be shelved? We are faced with complex data legacy issues. Do we have a clear idea to gradually solve them?

Based on the data built for marketing by the data collection system and customer data platform system, when the data reaches a state that is readily available, it can help business personnel complete retention optimization, intelligent activation, and refined operations; focusing on the entire life cycle of customers, insights Customer journey, complete multi-scenario intelligent recommendations, enhance customer loyalty; ultimately help product iteration, decision optimization, predictive customer insights, use scenario-based machine learning and AI modules to extend value to the top of the marketing value chain, affecting products and services , business and strategy-related scenarios and decisions.