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transformwith digital THE TREND BEHIND THE TREND
What’s next in digital marketing?Technology Consumer
Sharing Economy
Mobile Commerce8095s
Digital Marketing Opportunities
Rational Emotional
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< social is dying>1
>
The platform is less social
>GameEngagement ContestCampaignsE-commerce
ads
Engagement is disappearing
And everyone is get lost in E-commerce
the new content2
Source: Edelman Digital, 2016
Digital Dominates Digital Platforms
And the next thing …
VR EcosystemMap
media company3 data company
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It is not Big Data.It is Smart Data.
Your existing Data
Enrich with external data
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And in China, DSP and DMP is a joke.
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Search 1 billion
450 million
Online video 870 million
Social network 950 million
Social network 250 million
E-commerce
E-commerce
China’s unique digital
landscape behind the
wall
128 million
360 million
400 million
500 million
600 million500 millio
n540 millio
n600 millio
n23 millio
n
Search engine Encyclo-pedia Online video Social network Web portal
e-commerce
Baidu Ecosystem
Tencent Ecosystem
AlibabaEcosystem
US digital
landscape
BAT don’t talk to each other
It is not easy
18
Search
Social Referential
Digital campaign
Tradeshows/events
Content Marketing
Mobile Apps
MarketingAutomationTraffic
Contact us
Download Request
Website
Contact us
Purchase Request
1688
ProspectsMobileAPPs
Eloqua
Lead Scoring
SAP/Salesforce
Customer CRM/Social CRM
Mobile Product/solutions findersDownload request Surveys, games
Starting with customer journey mapping to engage them with right channels in right time1
2 Build mobile and online “Leads Hubs” and drive quality traffic to the hubs to capture prospects
3Integrate data and convert social traffic into leads with Eloqua and mobile leads nurturing tools(.e.g. Wechat Customer Service Center )
Build Customer Data Warehouse for lead scoring, tracing and nurturing
4
Data Warehouse
Existing Data Scoring
Nurturing
< Growth Hacking >4
Source: Amsterdam's Growth Hacking Agency
IN THE NEW NORMAL WHEN BUDGET IS CUT AND HEADCOUNTS FROZEN:
PUT ASIDE THE OLD TOOLS
TEST EVERYTHING
EMPHASIZE ON GROWTH AND INNOVATION THROUGH CHANNEL EXPANSION
Try new channels
with new content
and new influencers
Sharing and Crowd-sourcing5
Embrace digital transformation
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5steps to bring marketing operations into the digital era
Source: McKinsey
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Digital Transformation Model by Capgemini
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5Positioning
Engagement
Conversion
Analysis
Collaboration
IMPERSONAL DEMOGRAPHIC BEHAVIORAL GRANULAR 1:1
BATCH&BLAST LOGIC-DRIVEN DYNAIC CONTENT CONTINUOUS BUZZ REAL-TIME
LEAD DUMPING LEAD QUALIFICATION FUNNEL MANAGEMENT FUNNEL FLUIDITY FUNNEL MASTER
BASIC METRICS MARKETING DASHBOARDDATA-DRIVEN DECISION 1 VIEW OF TRUTH REVENUE PREDICATABILITY
NO COLLABORATION SURVEY/INSIGHTS IDEA CROWD-SOURCING
C2M MAKER MOVEMENT
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Social ID: @liblog Wechat: vincent6857
Email: lijiansports@gmail.com
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