At present, most enterprises are faced with such a dilemma: the money spent is always wasted! Even if received "gorgeous" feedback, also mostly from the front line personnel "painstaking", can close a small deal. To continue to invest money in the market is to seek comfort in hopelessness; Don't vote, then really even this little deal is impossible.
So what is the key to solving arthralgia?
Only by accurately targeting the target users and accurately releasing the enterprise information, can we really reach the demand end and facilitate the transaction.
The question is, how do you find the right audience?
Through what means accurate direct?
How do you turn market traffic into real purchasing power?
More importantly, how can this process be effectively monitored and tracked?
What we are looking forward to is whether digital marketing can have a fatal impact on the market, obtain a response, operate smoothly and be accepted by the public.
To this end, we launched a big survey called "Why is it so Difficult to upgrade Enterprise marketing Digitally?", which targeted enterprise executives and collected 121 valid questionnaires within 10 days. The survey results will provide effective reference for the above questions.
Online marketing is on the rise
In this survey, for enterprises at B end and C end, the ratio is basically 40 to 60. In terms of the importance and attention to their own brand positioning, 92.56% of the enterprises think it is very important, and the remaining less than 10% of the enterprises think brand positioning is not very important.
Next, let's talk about the most important metric of marketing: money!
As can be seen from the figure above (annual brand marketing expenses of enterprises), enterprises invest very little in marketing expenses, and each level basically corresponds to the size of small, medium, medium and four types of enterprises.
Among them, 29.75 percent spent less than 30 percent on digital marketing, 51.24 percent spent 30 to 50 percent, 15.7 percent spent 50 to 70 percent, and 3.31 percent spent more than 70 percent.
It can be seen that the proportion of enterprises in digital placement and traditional placement is equivalent, and is in the rising stage. The transition of marketing from traditional delivery to digital field is mainly due to the increasing impact of online on offline, and enterprises have to make countermeasures. In the case that traditional enterprises are not clear and uncertain about whether online or physical dominance will be dominant in the future, half and half delivery is reasonable.
The proportion of enterprises' online marketing purpose: brand image building accounted for 26.45%, achieved sales accounted for 28.1%, brand promotion accounted for 45.45%.
As can be seen from the data, the direct purpose of online marketing expenditure of enterprises is not to "achieve sales", and the purpose of brand promotion accounts for nearly half of it. It's worth thinking about why, is it that businesses don't want to sell online? Or is it because businesses feel they can't make sales online?
Marketing methods tend to be aging
In the audience analysis of online marketing, we can see: Enterprises that clearly know their target customers account for 61.16%, those that are vague account for 33.88%, and the rest do not know. However, whether the target customers are real customers in the end, there is a great difference between this kind of active behavior and the collection of the active consumption information of the audience under the data, so 61.16% looks gorgeous, but it can not be trusted. We can basically judge that half of the enterprise online delivery belongs to blind play.
What are their online marketing tools for these target customers?
It can be seen that in the Internet era, the active forum, the recovery of microblog, the position of search engine, and the decentralization of distribution platform, these popular mainstream marketing means as the battlefield of enterprises, after all, can gather the audience, can bring more possibilities to enterprises.
Why do the planning of similar thematic activities and the publication of professional media occupy a lower proportion? It is not difficult to imagine that in order to obtain the response of thematic activities online, factors such as influence, activeness, coercion and reward are indispensable, so we may face the situation of high input cost but low conversion. And the degree of attraction of professional classified network media to the crowd is certainly far lower than the mainstream platform, the enterprise naturally know. Therefore, how can enterprises gather many rivals on the mainstream platform, the difference, accurate delivery, should pay attention to.
What is the basis of these means of enterprise determination? In the era of data king, even if enterprises can't get the real data of the first line, they will integrate part of the independent research data to support their own online launch, of course, this is for some traditional enterprises on the road of transformation.
According to the survey, 65.29% of enterprises still rely on data and 24.79% rely on experience. The accuracy brought by data gives them a taste of the sweetness of feedback from the market. Enterprises relying on experience are actually supported by data. Experience can be regarded as alternative data and fuzzy data. In this way, the online marketing, in the future is definitely to use data to speak, in terms of accuracy and efficiency, enterprises can not refuse!
If enterprises want to be digital, they must have tools! Especially "programmed automatic data tools", this survey, 80.99% of the enterprises have!
This shows that the enterprise attaches great importance to this aspect, and the implementation is very good. Whether it is their own operation, or commissioned operation, at least let yourself have data to take, data can be based on!
The value information analyzed by data tools is valuable for sales, but the data shows that 71.07% of enterprises can complete the data transition, and the remaining 28.93% of enterprises have information omission or poor connection between departments. At the same time, in the data handover, 30.58% of enterprises did not achieve effective information filtering.
Potential customer information to the hands of sales, sales timely mining is very important.
76.03% of enterprises are able to enable sales to explore these potential customers in a timely manner. If you can't do it in time, it shows that the enterprise in the management, implementation, operation mechanism is there are drawbacks, such as process, if the process and delay the opportunity, then for the enterprise is a double loss!
Digital marketing demand increases
Finally, these transactions were reached through sales, and the cost was split evenly. Carefully calculate, how much is the average promotion cost of a customer?
As can be seen from the figure above, the average cost is concentrated in the range of 5~50 yuan, which in fact has a considerable relationship with the nature of the enterprise, the size of the enterprise, the profit of the enterprise, the stability of the later customers, the re-purchase and other factors. However, in recent years, it is an indisputable fact that the customer acquisition cost of the enterprise has been increasing.
Enterprises know that promotion costs have a certain degree of waste, but waste on where?
Online 33.88% is enough to tell the story, or online waste is more. It shows that the current enterprise data still has not reached the real effective and accurate, so the urgent link of the enterprise is to effectively obtain and analyze the data, the first line, the path, the tool, the enterprise end, are the key. As for the 29.75% waste of the terminal, it is closely related to the complex physical environment and customer affection.
Meanwhile, what is the most difficult part of an enterprise's online marketing campaign to monitor?
15.7% of enterprises think it is the "investment channel"; 39.67% of enterprises think it is "accurate traffic entry"; 20.66% of enterprises think it is "traffic conversion"; 23.97% of companies said it was "consumer tracking."
Yes, after the money is invested, you can't leave it alone, but it's hard to control! Accurate traffic inlet, how to monitor? Rely on software tools? Only under the hard indicators monitoring, not full portrait monitoring, the missing part has to rely on the enterprise to fill, and the enterprise to capture effective data will be very difficult; Consumer tracking, from beginning to end is a difficult task, keep up with "more and more annoying", with loose "farther and farther", and like the authenticity of feedback acquisition is difficult to be used as a basis for enterprises to determine; And the "traffic conversion" this problem, with the enterprise sales timely mining related, personnel quality, enterprise system and other factors have an impact.
If, enterprises encounter these problems, a set of overall system can be solved for them to help enterprises operate digital, what is the attitude of enterprises?
35.54% fully support; 58.68% willing to try; 4.96% doubtful;
These three groups of data to be integrated analysis, shows a problem, enterprises want such a software system!
Want, but also mature, therefore, the software system providers put forward high requirements, after all, there are many types of enterprises, want to find a set of large-scale applicable system, although the difficulty is not impossible.
Finally, in the "marketing digital upgrade how to think? In free speech, we can extract the following key information:
1. Enterprises need more accurate drainage and transformation;
2. Enterprises believe that digitalization can greatly reduce marketing costs and improve the accuracy of the connection with customers;
3. The enterprise has a strong desire for digital upgrade;
4. Departmental enterprises hope to have professional teams to outsource digital marketing.
To sum up:
Enterprises are able to recognize the shortcomings of the current marketing promotion, and have high expectations for accurate marketing and delivery returns. However, in the existence and solution of these problems, there is a lack of peer precedents to guide the solution, there is no matching software system to assist, coupled with insufficient self-execution, the pace of digital operation of enterprises can not keep up with the challenges brought by consumption upgrading.
However, enterprises have at least believed in the power of "data", believe that the future data will bring accuracy, bring potential customers, bring sales data growth, enterprises look forward to, and their "outsourcing voice" is extremely strong, so those who are brewing, research and development, implementation of such software system enterprises, should be a step ahead. Companies desperately need such systems to help them.
