Text: Wang Zhiyuan | ID: Z201440
I don’t really like the saying “ digital marketing ”.
First of all, marketing goes from strategy to small to execution, and there are various links in the middle, and it is not realistic to rely on one's own strength alone; secondly, many team partners regard a live broadcast, a grass planting activity, and a big social as digital marketing, and have biased views.
Furthermore, the boss also has misunderstandings about "digital marketing". He always hopes to find a generalist, change the overall structure of the company, and drive the entire organization and business transformation. This incident has caused me to think a lot.
Just like a few days ago, I chatted with a human resources tycoon of a domestic giant. He said that We interviewed many fresh graduates and senior marketing experts at home and abroad, and found that the biggest problem was pointed to " Information Gap " (Knowledge Gap).
Why?
Young people who graduate from abroad learn the theoretical knowledge they are really fresh, but they are not useful in the company, or they do not have a high level of insight; the relationship is ambiguous, and it is impossible for them to share and talk about theories for people who have worked for many years to understand.
marketing experts seem to have worked for many years and have more practical actions. Most people have linear thinking , and stay in the previous stage of empiricism.
This leads to the fact that 's view on digital marketing has a macro perspective, but it will still return to the traditional marketing system when executed. is the case, and it cannot quote various tools from reality and cater to the current needs from a scientific perspective. The reason why
is caught in this situation, I think that on the one hand, we have no overall understanding of the digital marketing talent " capability model " itself, and on the other hand, the company does not know how to build a digital team, let alone the training issue.
1. Digital Marketer Intermediate Disconnection
What is digital marketing? In 1996, American expert Tapscott first proposed the four words " digital economy " in the "Digital Economy Age"; many scholars believe that in the market after , goods and services will become digital transaction forms.
Subsequently, in 1999, "Digital Technology and Marketing Revolution" mentioned that the marketing field should carry out innovative revolution, use the Internet to promote itself, update operations in real time, and establish your own local area network for management.
not until the 1990s, due to the rapid development of Internet applications and the use of digital technology to communicate with users, it was not taken seriously.
Therefore, digital marketing refers to a new marketing method that uses marketing knowledge foundation and uses new digital elements such as the Internet, mobile communication technology, and digital media to achieve marketing goals. Although the theoretical knowledge of
is good, it is inevitable that it is a little shy. How can we understand it in a popular way? For example:
You now have a product. No matter which platform you sell it, product branding, keyword SEO, content planting, H5 interaction, advertising design, PR, social promotion, private domain cultivation, all belong to the category of "digital marketing".
Just like:
You are now in Party B company, helping customers to develop platform experts and video promotion plans, or contracting customer brand building, or selling a certain SaaS software, helping customers solve product shelf problems, etc., which are all one of the links of digital marketing.
Because of the wide range of involvement, this is also true. I rarely use "digital marketing" to explain the reasons for a specific event in general.
In other words, Digital marketing is a collection of multiple elements covering digital marketing strategies, media purchases, content marketing, search marketing, big data analysis and other elements.
It has a complete set of solutions from top to bottom, from top-level design to implementation. Any vertical position is a science, with systematic knowledge and operation system, so it is simple and complex.
It is worth noting that digital marketing is different from informatization.
Informatization is the process of completing the business in reality and then entering it into the system, such as the company completing the bidding, signing the contract, and transferring the money.
digitization is a process of online bidding, signing electronic contracts, online transfer or payment, and filing information; And digital marketing is based on the scope of "marketing". Beyond beyond it, it must belong to the overall construction of "digitalization", which is a concept that most people are prone to confuse.
"2021 China Digital Marketing Talent Development Report" data survey shows that 66.7% of agents and 84.6% of advertisers believe that there is a gap in digital marketing professional talents.
70% Digital marketing talents are distributed in first-tier cities, and digital marketing talents in second-tier and second-tier cities are less distributed, and the regional distribution is not coordinated. Why is there such a lack of digital marketing talents?
One: The influence of traditional market education.
From the perspective of talent, although many schools carry out relevant major training, the actual learning and actual combat scenarios after graduation are completely different. At the same time, the school's potential and market linkage have not been fully utilized, which makes many people have theory after learning, but have no chance to practice.
This leads to the fact that papers don’t know how to write them? From which aspects to start and even study the content of the project delivery, it is still the old wine in new bottles.
Take some graduates I have met recently. After adding me through the article, the first question I asked is often whether the teacher can help me see this topic. In the end, he can only "process knowledge" and he cannot understand what it is after writing it.
There are also some topics that go beyond self-awareness. For example, the direction the tutor left is "digital marketing insights, how to scientifically view the digital marketing market."
actually has a systematic content of "digital marketing" and is recently in the category of MBA, and the maturity of this discipline abroad is higher than that of domestic ones. plus there is no practical opportunity and the MBA stage has not yet reached the stage of studying for the MBA, so naturally I have the will but lack the ability.
2: The bottom professional knowledge is not deep.
I believe that the work that many people do after graduation is completely different from their majors. It would be a blessing to match it. Most of them have entered society and are constantly cultivating their job knowledge in opportunities.
Just like, a friend who graduated from a director actually does short video editing and content planning; although you can work in a certain field for 3-5 years, also means that the lack of theoretical knowledge is serious, and the mastery of cross-border thinking accounts for a small part.
In many fields, you seem to be a cross-border general talent, but that kind of "transmission" is only on the surface.
Some time ago, I had a marketing director who had worked for 8 years. When I was drinking coffee, I suddenly told me that I wanted to go to a double undergraduate degree and study "marketing". What did I ask with confusion?
However, he told me that it seems that 8 years of experience, apart from the talent of hard work, what is left is just a meal for the rapid rise of the industry. My basic skills and my understanding of marketing theory is not solid at all, which makes me unable to see the key elements of the deduction of future marketing changes.
In addition, there are some market factors at present, the rise of various short video and graphic social platforms, each company is developing its own tools, and the uneven digital marketing gameplay can't be learned at all.
For example:
headlines have huge engine , huge creativity, star map; Kuaishou has fan headlines, quick orders, small shops, business accounts; Xiaohongshu's French fries, surprise boxes, search easter eggs, etc. , as for "small programs", it seems that every company does it, but the rules of different platforms are completely different.
has not counted the operation methods brought by the B2B and SaaS tools, what are the marketing automation , tag management, and A/B material testing? How can you finish learning by yourself?
In other words, it is difficult for you to see the essence of .
Whether it is self-study or corporate recruitment, it cannot match the right talents. However, the digital marketing method is a theory of change. Due to its timeliness, relevance and customized characteristics, it has been in a constantly changing development.
2. Marketer's T-structure diagram
3 Let me say that, how to quickly get started with digital marketing, or which specific aspect to transform and find the second curve after working for a few years will become a headache.
Many people do not know how to systematically learn except for several large websites with marketing and new economic insights (Plum Blossom, Shuying, Advertising Gate, SocialBeta, 36Kr , Huxiu, Titanium Media ).
I have been in the market for 7 and a half years, and I have been doing this in this way, so I share the learning path.
2018, I started to contact integrated marketing communication (Integrated Marketing Communication), then realized digital marketing, and later learned about inbound marketing.
Because it has a marketing department, may not need to be mastered in some details, but it is still necessary to understand the overall framework. Assuming that you don’t know the architecture, it will be difficult to match the personnel of the business itself.
Therefore, from that time on, I began to realize that marketers must have a complete T-shaped knowledge structure.
This is also true. I can quickly find out the capabilities model of any B2B company or TOC company's specialized position, what the business and tools are, and how to match the needs of the company I am in later work.
What is the T-type knowledge system?
simplifiedly, "—" represents extensive knowledge, and "|" represents depth of knowledge. The combination of the two has both deep professional knowledge and extensive knowledge. In the iceberg theory model, traditional T-type talents have not deeply explored the deeper part under the iceberg.
The first growth college in Europe, Growth Tribe, and HubSpot, a well-known foreign B2B SaaS company, have proposed different "T-shaped knowledge systems for digital marketers". I summarized them and are roughly divided into three levels.
First of all, the underlying knowledge: product design and user experience principles, behavioral psychology , brand and positioning, storytelling, English, front-end language HMTL and CSS, 6 modules.
Secondary marketing skills: CRO Conversion rate optimization, AB testing, Excel model, Photoshop, video, product prototype, copywriting, marketing funnel, data query, BD, community, event and multi-platform marketing, automation, AI, customer interviews, 15 modules.
And professional skills: , viral marketing, SEO, paid advertising promotion, sales, cooperation, tool marketing, life cycle management, retention, landing page optimization, clue collection, price testing, customer guidance, keyword advertising (Adwords), display advertising remarketing, a total of 14 modules.
In my opinion, is aimed at the domestic marketing environment. If you want to become a qualified marketer, you should not just do social, or PR or community things, but make yourself a special forces soldier.
That is, do what you should do well and then expand the knowledge of boundaries. I can only provide you with a bird's eye view.
You can compare the work you are doing so, most of you cannot do without these every day. You feel that you lack knowledge, just compare and learn in depth. If you master them all, you will spend hundreds of thousands of MBAs in China.
In addition, regarding whether marketers need to study for graduate school or MBA, I personally suggest that if they have strong learning ability, it is better to choose to study in "statistics". After all, most of the future markets are based on data analysis.
In other words, the skill items can be self-study and cultivated.
In summary, all the necessary skills and underlying content for digital marketing are all about, and the rest of the work basically revolves around a certain key channel.
For example, how to place, effect analysis, ROI analysis, event planning, copywriting, and review and sorting. When choosing, enterprises can recruit for different channels. For example, this year, they focus on launching short video platforms, so they can set job transfers and copy them in turn. When one person has more than two channels and has multiple skills, they can be summarized into talents.
3. 3 questions about digital marketing
How do you do it when executing projects in daily life?
If you don't get the "Question First, Why" by Simon Sinek, then I recommend you to read it. The why-how-what concept of the golden thinking circle proposed by
Sinek is customized for digital marketing. In fact, it is not limited to this, and it can also be used in any scenario.
Let us start from the source (why) and systematically explain it. Suppose the marketing department holds a marketing meeting and you are responsible for "digital marketing". No matter which channel, there are three problems you will encounter in digital marketing:
One: Do you know the scope of this digital communication, the target audience, and the promotion of products?
22332km4, whether you firmly choose the marketing channel and can effectively reach the target audience; 33km4, whether you think your ideas are reliable and effective.
When you think about three questions clearly, you can write a briefing for this dissemination in the next step. just express the goals, what results you want, the usage scenarios, promotional information, execution timelines, output quantity forms, cases, and precautions.
The next step is to review the data around this dissemination effect, such as the number of likes, readings, exposures, and conversion rates, so that you will know clearly what the ROI result is.
APP open screen, paid advertising, DOU+, keyword optimization, and popular exposure.
So you see, you only need to master the operation method of a project and you can copy it to various channels. The rest is nothing more than background operations, material production, A/B testing, and data.
To put it bluntly, whether it is traditional marketing or digital marketing, it will never be separated from its roots. It will grasp the core needs of consumers, use various content and channels to reach the heart, and then analyze and reach them, and continue to cycle.
communicates with consumers at all levels. Even if the same methods or marketing rules are adopted, the results are different. Consumers are willing to enjoy a multi-channel journey. does not just do it from the perspective of the brand, but it still needs to be planned and improved for the channel.
4. Marketing Department reconstruction bird's eye view
If you come from the perspective of the overall marketing department of the company, you cannot just look at the problems of a certain channel or a certain position. So, under the digital marketing system, how should the marketing department of a TOC company be reconstructed?
This may be a relatively difficult thing. The change in the marketing department is not "decided by the leaders of this department."
Because, it will lead to the CXO level architecture adjustment. The reason is either attributed to the employment issue or how to change. The former is difficult to give suggestions, and we can look at the latter into three stages.
stage, empiricism is directed to
What is empiricism? When making decisions, we make judgments based on experience, not based on data; most of them come from the office to discuss annual plans, and then split the budget into monthly, and provide channel ROI effects every month.
Currently, most companies that do not have the "digital marketing" thinking are used.
's advantage lies in the fact that everyone has made plans and discussed together, and the disadvantage is also obvious. After each data obtained is reviewed, it is archived in a folder on the computer. As employees continue to leave, the data is slowly lost.
Secondly, most of the data is archived on third-party platforms. In the early years, when I led the team, I had no aggregation of various "delivery platforms", and I could only have one account per channel. It was very painful when reviewing the year-end and quarterly, and I needed to organize it one by one.
3Stage 2, semi-scientism transformation
The so-called Scientism is to organize knowledge, results, and data review on the same platform, and only data theory is promoted with objective facts; and semi-scientism, which is what everyone often uses, data plus empiricism.
It is worth noting that some companies do not have CDP (Continuous Data Protection abbreviation, customer data middle platform) system. When data needs to be used, they rely entirely on manpower and various channels are pieced together.
has executives with overall digital marketing planning and will communicate with products at the same time when they are put into place.
On the contrary, companies with CDP will deposit the data tags, user behaviors, and registration information feedback from the three-party platforms in their own system for each delivery. Next time they are marketing to different customers, the third-party platform will be relatively accurate.
Personally, I believe that every medium-sized enterprise (TOC scale is more than one million users) needs to have a CDP system, which is also an indispensable part of the scale to grow in the future.
333333 This is easy to say but harder to do. Except for leading companies in the market, no medium-sized companies can do it completely.
In other words, in the future, except for some offline activities and cooperation with inter-industry , other content marketing and conversion operations around customers are driven by the results output by CDP.
What should the person in charge of the digital marketing team pay attention to during this process? From a business perspective, it is inseparable from "three processes, three basics" . From a team perspective, it is inseparable from the resource integration of various departments and the cultivation of organizational capabilities.
What are three processes:
The so-called three processes are "Trade-Conversion-Operation". The predecessor of the digital marketing team was a combination of " Marketing department and user operation team.
html l3 KPIs of two departments are user growth and retention. Whether it is direct conversion or guiding registration and adding friends, the first step in the entire process chain is inseparable from the construction of digital contacts, that is, According to the company's situation, the website, Weibo , self-media, and media delivery should be formed into contacts.
For example:
You are a fast-moving consumer goods company. In the past, advertising delivery methods were guided to Tmall , JD store, now you may be in addition to the three-party platform store, you may want to build a "cargo yard" with a refined operation user with a private domain centered on it, and directly guide the user to the private domain operation after delivery. In the process of
, we cannot do without a role, namely "channel advertising specialist". Many companies have now upgraded this position to "digital marketing operation". There are obvious differences between
. In the past, the work responsibilities of channel delivery specialists were only Monitor data during fixed periods, decide whether to increase volume, and channel selection.
Now, if divided according to activities, digital marketing operations undertake the A/B test of a single platform, KOL selection, placement, write brief, data review and other work, many company budgets are wasted here, this module is very important.
conversion is divided into two parts, the previous part focuses on the A/B test of material delivery, the A/B test of the material delivery, the first part focuses on the A/B test of the material delivery, the first part focuses on the A/B test of the material delivery. In terms of the operation of third-party platform advertising, how to improve the first conversion rate as an indicator, the latter part is how user operations continue to operate based on the first time after conversion.
What are the three basics:
You can understand it as, Marketing technology, data center, marketing content center (knowledge base).
As we all know, digital marketing is based on both technology and data, especially technology. If you adhere to the principle of not losing money, you can develop it yourself in your own team. If the budget is insufficient, you can outsource it.
In the early stage, you may need to build your own CDP around the data brought by external advertising and the users scattered in various channels.
Then, in view of this, it is used to build (gender) , whether it is a member, age, consumption frequency, etc.), and other important support for market insights in the future.
mid-term, you may need to build a marketing content center around CDP products, that is, there are a large amount of market placement (H5, open-screen advertising, A/B landing page) materials in your CDP for use by the three-party platform.
Knowledge Base, It is responsible for the 100 questions and answers of brand content, related products, corporate culture, advertising, cooperation, etc.
When a digital marketing channel specialist needs to use it, it does not have to pass it to customers in a PDF file, but forward it directly. This part is a long-term accumulation process.
Of course, you may also need an expert who understands marketing automation to coordinate all this, so the marketing department may no longer exist in the future and will be replaced by the "digital marketing" department.
In addition, there are some perspectives that we cannot see, such as CDP product updates and iterations, training of internal digital marketing specialists' skills, opening up some resources, etc.
For managers, you must see all the changes from a bird's eye perspective. This is also a step that market leaders must take to advance to the "digital marketing" stage.
Overall:
Digital marketing, not that complicated.
all of this requires executives to be that quickly goes from over-empiricalism to cognitive-driven, and believes in the ability of scientific means. requires ordinary people to master skills and tools quickly.
No matter what, the company is always oriented towards high-efficiency growth. All changes are just changes in technology, thinking, and learning ability.
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