什么是营销？什么是营销?营销营销是什么？卖房, 卖保险 卖吗?以及更多,不正确!营销不是必需出售,干燥的销售不容易思考还有技术内容。营销是在创造中, 通讯, 通信和交换产品吸引经济价值, 客户的流程和系统, 顾客 合作伙伴和整个社会。基本上,它应该与营销人员进行营销人员,适合商业活动和销售行为。
营销数字化与数字化营销,是两个不同的概念。很多容易混淆。营销数字化是实现营销在线化,在线积累数据。所以,购买系统,营销在线是必须的。数字化营销,主要是对数字化的营销应用。 但是,没有营销在线,照样可以数字化营销。比如,数字化产品研发,主要是利用外部数字;数字化传播,也是主要利用外部数字。元气森林通过便利店销售,很难C端用户在线,但并不耽误他们搞数字化研发。
数字化营销,如研发数字化、传播数字化,因为牵涉部门少,主要是外部数据,可以先搞起来。数字化营销管理,其对象包括销售部门的人员、代理商、终端店主、云店主。这是营销数字衍生品。今麦郎的“四合一“,与其说是分销数字化,不如说主要是营销管理数字化,通过”小工“业务行为的优化,做好深度分销。
分销数字化或渠道数字化,概念都不准确。传统深度分销,可以实现2B数字化。如果延伸到C端,实现BC一体化,就会出现2B数字、2C数字和BC关联数字。营销数字化,涉及组织改造、流程再造,需要较长的时间。搞得不好在某个阶段还有负向作用,要试点,慢慢来。
翻译：
What is marketing? What is marketing? Marketing What is marketing? Selling houses? Selling insurance? And more, not true! Marketing is not necessary to sell, dry sales are not easy to think about and technical content. Marketing is in the creation, communication, communication and exchange of products to attract economic value, customer processes and systems, customer partners and society at large. Basically, it should be conducted with marketing personnel, suitable for business activities and sales behavior.
Marketing digitization and digital marketing are two different concepts. Many are easily confused. Marketing digitization is the realization of marketing online, online accumulation of data. So, buying system, marketing online is a must. Digital marketing is mainly the application of digital marketing. But you can do digital marketing without marketing online. For example, digital product research and development, mainly using external numbers; Digital communication, also mainly uses external numbers. Qi Forest through the convenience store sales, it is difficult to C end users online, but it does not delay their digital research and development.
Digital marketing, such as R&D digitization and communication digitization, can be carried out first because it involves few departments and mainly external data.
Digital marketing management, its object includes sales department personnel, agents, terminal store owners, cloud store owners. It’s a digital derivative of marketing. Today’s “four in one” is not so much the digitalization of distribution, but mainly the digitalization of marketing management, through the optimization of “small work” business behavior, to do a good job in depth distribution.
The concept of digital distribution or digital channels is not accurate. Traditional deep distribution, can achieve 2B digital. If you extend to the C end and realize BC integration, you will see 2B digits, 2C digits, and BC associated digits. Marketing digitization involves organizational transformation and process reengineering, which takes a long time. If it is not done well, it will have a negative effect at some stage.
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