时至今日，面对数字经济的爆发式增长，各行各业该如何拥抱数字经济？在这个问题的驱动下，企业组织纷纷涉足数字化转型，掀起了新一轮的数字化浪潮。数字营销行业既是数字经济的实践者，也是数字经济的先行者。
聚焦于数字化营销，通过与企业人士、行业专家们的多方面对话与讨论，我感受到了企业对营销数字化作为整体数字化关键的第一步的坚定共识；紧接着的是彷徨与急迫，我们需要对营销数字化的本质进行更进一步的梳理与研究探讨。数字化到底是如何推动产业发展的？数字化营销对于企业数字化转型的作用又是怎样的？
归根结底，这些问题的答案会聚焦到“技术”和“数据”上，数字营销的本质是以大数据驱动营销活动高效地运转；伴随着政策红利的释放和“互联网+”的高速发展，消费者的在线成为常态，线上线下的数据链接、企业内外部数据的打通、公域引流私域运营等等，正在成为企业运行的基本形态。
一、数字化营销，企业数字化的指南针
惠普公司创始人戴维.帕卡德有一句话曾道出了市场营销对于企业的重要程度。“市场营销工作是如此重要，以至于它不能仅仅靠市场营销部门来完成。”市场营销之所以重要，也体现在一家企业的经营、管理与生产等流程再造，都是以市场为导向的。
随着互联网营销的发展，营销的行业价值链整体转变，以现代信息网络为主要载体的数字经济飞速发展；2020年，我国数字经济规模达到了39.2万亿，相比2005年增长近16倍，占GDP的比重从原来的14.2%上升至2020年的38.6%。
数据资源在数字经济中成为关键要素，不仅增强了企业的分析和决策能力，也进一步为企业精确了市场需求。数据即市场，市场即用户，用户则是企业的根本。当营销数据成为当下企业大数据的核心，企业的数字化转型升级浪潮也必然围绕着市场营销展开了。
在《2022中国数字营销趋势报告》数据显示，目前超过95%的广告主认可营销数字化转型的重要性，及其中数据的核心地位。电子商务变得“千人千面”、社媒营销注重“监测分析”、内容营销创新“智能分发”，面对日益庞杂的数据累积；通过更好的数据管理平台、工具去提高营销效率、加深用户洞察成为行业共识。数字营销领域第三方的专业外脑对于品牌方来说已经成为必不可少的资源，企业对用户数据的处理从简单的收集、统计、对比转向更加深入的分析管理。
《中国互联网广告数据报告》显示，2021全年互联网广告规模已突破5000亿大关至5435亿人民币；且营销市场总规模的增长率（12.36%）高于广告市场的增长率，广告与营销市场总规模整体来到11,608亿元；但由于全球抗疫局势和诸多不确定的因素影响，广告市场增长率较去年继续下降4.53个百分点，放缓至9.32%。互联网营销是数字营销最重要的组成部分，是数字营销的一个子集，当互联网广告市场增速呈“放缓型”增长态势时，说明数字营销正走向成熟。
自此，营销数字化成为企业数字化程度最深的领域，成为企业数字化的开拓者与指南针。
二、营销作为中台的数字化建设
2015年，时任阿里巴巴集团CEO的张勇在一封内部信中表示，全面启动阿里巴巴集团2018年中台战略，构建符合DT时代的更创新灵活的“大中台、小前台”组织机制和业务机制。“中台化”，这一概念由阿里而起，时至今日，中台的意义从“提炼前台共性需求，链接标准化后台产品”进一步延伸，成为诸多企业以用户需求为核心，实现数据驱动发展的关键节点。
为了解决效率问题，同时降低创新成本，打造中台的企业越来越多，包括腾讯、百度、京东、美团、滴滴等企业，都希望借助于中台成功实现数字化升级。中国已形成了全球规模最大、应用渗透最强的数字社会。互联网应用和服务的广泛渗透，构建起了数字社会的新形态。
面对多变的媒介环境与消费者，不断上升的营销成本和企业在营销上急需满足的扩展性需求让许多企业深刻意识到了技术、数据上存在的竞争壁垒。建设属于企业自己的数据中台，一时间成为大势所趋，不少拥有数据处理能力的营销技术公司正在将服务企业的触角向前台后台两边延伸，致力于数据中台的搭建与运营。
随着数据、用户、营销三者之间的关系变得愈发紧密，营销成为企业数据中台最佳应用场景。
第一，以营销作为中台的数字化建设，可以通过对大量节点数据的反复采集、筛选和处理，实现数据中台的智能化升级。经过锤炼的数据更加“聪明”，在合规的前提下，对内外部的数据积累、分析得越多，越能提升营销中台的基础能力；
第二，以营销作为中台的数字化建设，可以作为决策引擎，帮助前台实现更加高效的业务决策。中台的本质在于通过模板化配置来提高业务响应速度，基于用户进行营销，迅速建立新的玩法，才能更加有效地赋能业务。
第三，以营销作为中台的数字化建设，可以更好的驱动前台牵引后台，将真正实现企业内部前中后台的协同作战，可以倒逼企业其他领域的数字化升级，进而实现全面数字化。
三、数字化人才是核心驱动力
企业的数字化转型虽然急迫，但无可置疑的是，它还是一个漫长的过程，许多企业都清楚地意识到弥补数字鸿沟需要长期的投入。
清华大学全球产业研究院发布的《中国企业数字化转型研究报告》中显示，企业对数字化人才的需求呈现爆发式增长。多数企业选择“内部调配+外部引才”方式组建“复合型”数字化转型工作团队，并同步推进复合型数字化人才的培养。
随着数字化转型的深入，企业的业务流程和工作流程将面临全面的数字化变革，部门及岗位设置与岗位所需技能必须同步的调整。营销的数字化发展首先倒逼企业组织重塑。
2019年，联合利华设立了新的营销高管职位——“首席数字营销官”,数字化营销被置于前所未有的位置。清华经管学院发布的《中国经济的数字化转型：人才与就业》中表示，从价值链的数字化转型角度出发，数字人才分为六大类，数字营销人才就是其中之一。
从快消巨头对“营销数字化”的重视程度上也可以看出，数字营销在产品、渠道、市场、数据研究等诸多领域催生了的大量的适配型人才需求。更多企业开始变革原本不能满足需要的营销理念、模式和策略，从整体出发，全面开启崭新的数字化营销工作。
从《2021中国首席数字官白皮书》的调研结果看，绝大多数被调研企业没有设置首席数字官，但是81.8%的受访者认为企业需要设置首席数字官。当下企业高层管理者希望首席数字官能够率先完成在发展战略、方法路线、综合资源、技术切入点和数字化营销五项上的关键目标，也有很多企业在决定是否需要设置首席数字官时犹豫不决。《数字位移》中提到，当今一个深刻的矛盾，是企业的进化速度赶不上人的进化速度。
广告营销领域人才辈出，现在的数字营销行业更是一块沃土。在实际工作中，看到很多从业人士有着丰富的实战经验；对于企业营销数字化也有着鲜明的观点，唯独缺少的是没有站在企业全面数字化转型升级的高度来看待我们正在从事的事业，视野不够广。
人才是数字化的核心驱动力，人的变化速度就是市场的变化速度。数字人才日益成为我国创新驱动发展、企业转型升级的核心竞争力。我们需要意识到，技术正在不断进化和迭代，为营销行业带来全新的创新作业模式。因此，企业需要从强化数字化思维，全面提升员工数字技能、管理水平和数字化素养，用长期主义的思维进行职业规划；逐步加深相应的组织变革，通过理论、实践、创新等多个维度，坚持营销作为中台的数字化建设，主动拥抱数字经济发展下的新未来。
翻译：
Today, facing the explosive growth of digital economy, how should all walks of life embrace digital economy? Driven by this problem, enterprise organizations have set foot in digital transformation, setting off a new round of digital wave. Digital marketing industry is not only the practitioner of digital economy, but also the forerunner of digital economy.
Focusing on digital marketing, through various dialogues and discussions with enterprise personnel and industry experts, I have felt the firm consensus of enterprises on marketing digitalization as the key first step of overall digitalization. Followed by hesitation and urgency, we need to further comb and study the nature of digital marketing. How does digitization drive industry? What is the role of digital marketing for enterprise digital transformation?
In the final analysis, the answers to these questions will focus on “technology” and “data”. The essence of digital marketing is to drive the efficient operation of marketing activities by big data; With the release of policy dividends and the rapid development of “Internet Plus”, online consumers have become the norm, online and offline data links, the opening up of internal and external data of enterprises, public domain diversion of private domain operation, and so on, are becoming the basic form of enterprise operation.
First, digital marketing, enterprise digital compass
Hewlett-packard founder David. One of Packard’s quotes illustrates how important marketing is to an enterprise. “The marketing job is so important that it can’t be done by the Marketing Department alone.” The importance of marketing is also reflected in the process reengineering of an enterprise’s operation, management and production, which is market-oriented.
With the development of Internet marketing, the whole value chain of marketing industry has changed, and the digital economy with modern information network as the main carrier has developed rapidly. In 2020, the scale of China’s digital economy reached 39.2 trillion yuan, an increase of nearly 16 times compared with 2005, and its share of GDP rose from 14.2% to 38.6% in 2020.
Data resources have become a key element in the digital economy, which not only enhances the analysis and decision-making ability of enterprises, but also further clarifies the market demand for enterprises. Data is the market, the market is the user, and the user is the foundation of the enterprise. When marketing data becomes the core of the current enterprise big data, the wave of digital transformation and upgrading of enterprises will inevitably revolve around marketing.
According to the 2022 China Digital Marketing Trends Report, more than 95% of advertisers now recognize the importance of digital transformation of marketing and the central position of data in it. E-commerce has become “thousands of faces”, social media marketing focuses on “monitoring and analysis”, content marketing innovation “intelligent distribution”, faced with increasingly complex data accumulation; It has become an industry consensus to improve marketing efficiency and deepen user insight through better data management platforms and tools. The professional external brain of the third party in the field of digital marketing has become an indispensable resource for the brand. The processing of user data by enterprises has shifted from simple collection, statistics and comparison to more in-depth analysis and management.
“China Internet Advertising Data Report” shows that the annual scale of Internet advertising in 2021 has exceeded 500 billion to 543.5 billion yuan; The growth rate of the total scale of the marketing market (12.36%) was higher than that of the advertising market, and the total scale of the advertising and marketing market reached 1,160.8 billion yuan. However, due to the global anti-pandemic situation and a number of uncertain factors, the advertising market growth rate continued to decline by 4.53 percentage points from last year to 9.32%. Internet marketing is the most important part of digital marketing, is a subset of digital marketing, when the Internet advertising market growth is “slowing down” growth situation, indicating that digital marketing is becoming mature.
Since then, marketing digitization has become the most profound field of enterprise digitization, and become the pioneer and compass of enterprise digitization.
Second, marketing as the digital construction of Taiwan
In 2015, Zhang Yong, then CEO of Alibaba Group, said in an internal letter that he would fully launch the 2018 strategy of Alibaba Group for Middle and Taiwan, and build a more innovative and flexible organizational mechanism and business mechanism of “big middle and Taiwan, small front desk” in line with the DT era. The concept of “Taiwanization” originated from Alibaba. Up to now, the meaning of “Taiwanization” has been further extended from “refining common needs of foreground and linking standardized background products”, becoming a key node for many enterprises to realize data-driven development with user needs as the core.
In order to solve the problem of efficiency and reduce the cost of innovation, more and more enterprises, including Tencent, Baidu, Jingdong, Meituan, Didi and other enterprises to build the middle Taiwan, hope to use the middle Taiwan to successfully realize digital upgrade. China has formed the world’s largest and most widely used digital society. The extensive penetration of Internet applications and services has created a new form of digital society.
In the face of changing media environment and consumers, rising marketing costs and the expansion needs that enterprises urgently need to meet in marketing make many enterprises deeply aware of the barriers to competition in technology and data. The construction of their own data center has become the trend of The Times. Many marketing technology companies with data processing capabilities are extending the tentacles of service enterprises to both sides of the front desk and the background, and are committed to the construction and operation of the data center.
As the relationship between data, users and marketing becomes closer and closer, marketing becomes the best application scenario of enterprise data.
First, with marketing as the digital construction of the middle desk, the intelligent upgrade of the data center desk can be realized through repeated collection, screening and processing of a large number of node data. The tempered data is more “smart”. Under the premise of compliance, the more internal and external data accumulation and analysis, the more can improve the basic ability of middle marketing;
Second, the digital construction with marketing as the middle desk can serve as a decision engine to help the front desk achieve more efficient business decisions. The essence of middle desk is to improve business response speed through template configuration, marketing based on users, and quickly establish new gameplay, so as to empower business more effectively.
Third, taking marketing as the digital construction of the middle desk can better drive the front desk to pull the background, truly realize the collaborative operation of the front, the middle and the background within the enterprise, and force the digital upgrading of other areas of the enterprise, so as to realize the comprehensive digitalization.
Third, digital talent is the core driving force
Although the digital transformation of enterprises is urgent, there is no doubt that it will be a long process, and many enterprises are well aware that bridging the digital divide will require long-term investment.
According to the Research Report on the Digital Transformation of Chinese Enterprises released by the Institute of Global Industry of Tsinghua University, enterprises’ demand for digital talents shows explosive growth. Most enterprises choose the way of “internal deployment + external talent introduction” to form a “compound” digital transformation work team, and simultaneously promote the training of compound digital talents.
With the deepening of digital transformation, the business process and work flow of enterprises will face a comprehensive digital transformation, and the department and post Settings and skills required by the post must be adjusted synchronously. The digital development of marketing first forces the restructuring of enterprises.
In 2019, Unilever created a new marketing executive position — “Chief Digital Marketing Officer” — that put digital marketing in an unprecedented position. According to the “Digital Transformation of China’s Economy: Talent and Employment” released by Tsinghua School of Economics and Management, digital talents can be divided into six categories from the perspective of digital transformation of the value chain, and digital marketing talents are one of them.
It can also be seen from the importance that FMCG giants attach to “marketing digitalization” that digital marketing has generated a large number of adaptive talent needs in products, channels, markets, data research and other fields. More enterprises began to change the marketing concepts, models and strategies that could not meet the needs of the original, starting from the whole, to fully open the new digital marketing work.
According to the results of the “2021 China Chief Digital Officer White Paper”, the vast majority of surveyed enterprises do not have a chief digital officer, but 81.8% of respondents believe that enterprises need to have a chief digital officer. At the moment, top managers expect a chief digital officer to take the lead in achieving five key goals in development strategy, approach, integrated resources, technology entry point and digital marketing, and many companies hesitate to decide whether to have a chief digital officer. “Digital Displacement” mentioned that a profound contradiction today is that the speed of enterprise evolution can not catch up with the speed of human evolution.
There are many talents in the field of advertising marketing, and now the digital marketing industry is a fertile ground. In the actual work, see many practitioners have rich practical experience; There are also distinct views on enterprise marketing digitalization, but what is missing is that we do not stand in the height of enterprise comprehensive digital transformation and upgrading to look at the cause we are engaged in, the vision is not broad enough.
Talent is the core driving force of digitalization, and the speed of change of people is the speed of change of the market. Digital talent has increasingly become the core competence of innovation-driven development and enterprise transformation and upgrading. We need to realize that technology is constantly evolving and iterating, bringing new and innovative modes of operation to the marketing industry. Therefore, enterprises need to strengthen digital thinking, comprehensively improve employees’ digital skills, management level and digital literacy, and carry out career planning with long-term thinking. Gradually deepen the corresponding organizational reform, through theory, practice, innovation and other dimensions, adhere to the marketing as the digital construction of middle Taiwan, actively embrace the new future under the development of digital economy.
本文来源于：数字营销市场。编辑：数字化转型网默然。
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