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  • Digital marketing is the promotion of products or brands via electronic media.

    所謂「數位行銷」 是利用電子媒體來推廣產品或品牌。

  • By using digital marketing channels and methods, you can analyze your marketing campaigns to understand what is working and what isn't - typically in real-time.

    利用數位行銷管道和方法可以深入分析你的行銷活動,了解哪些可行,哪些不可行,其中最典型的,在於即時資訊。

  • While the Internet is the channel most closely associated with digital marketing, other channels are important.

    雖然網際網路係數位行銷最密切的管道,但其它管道也很重要。

  • Digital media is everywhere.

    數位媒體到處都是。

  • Consumers can access information wherever, whenever and however they want it.

    消費者處處可取得資訊,無論任何時間、任何方式。

  • And they are no longer influenced by just what you say about your brand.

    他們也不再受你的影響,單方面吹捧你的品牌。

  • In fact, consumers are more likely to be influenced by what others say about your brand.

    事實上,消費者反而可能因為其他人在談論你的品牌而受到影響。

  • The reality is that people prefer brands that they can trust, companies that know them,

    現實情況是,人們會偏好自己能信任的品牌,以及能懂他們的企業,

  • communications that are personalized and relevant, and offers that are tailored to their anticipated needs and preferences.

    偏愛個人化和相關度高的溝通方式,並提供可以追蹤他們預期需求和偏好的產品。

  • Digital marketing can help you deliver all that, but there are 3 main challenges to overcome.

    數位行銷可以幫助你傳遞這一切,但有三大挑戰必須克服。

  • The proliferation of digital channels.

    首先,數位管道非常分散。

  • Consumers use multiple channels and a variety of digital devices with different protocols, specifications and interfaces.

    消費者會利用各種且多樣的數位設備,從不同的入口網站、規格和介面進來,

  • This makes it hard to manage digital marketing efforts.

    這使得數位行銷難以管理。

  • Competition is intensifying.

    其次,競爭激烈。

  • That's because digital channels are relatively cost-effective compared with traditional media, such as print, making them within reach of practically every business.

    由於數位管道屬相對的「經濟有效」,比起如印刷品的傳統媒體,使得他們可以實際深入各個產業。

  • Exploding data volumes.

    第三、爆炸性的資料量。

  • When consumers use digital channels, they leave behind a huge trail of data.

    一旦消費者使用數位管道,他們會留下龐大的資料痕跡可供追蹤。

  • Unfortunately, digital data is often not integrated with data from operations and business activities.

    不幸地,數位資料通常沒有整合進營運,以及企業活動的資料當中。

  • As a result, many businesses struggle to find the right data for making the best strategic and tactical decisions.

    結果是,許多企業只能勉力尋找正確資料來制定最好營運策略和經營決策。

  • Given these challenges, what does it take to get digital marketing right?

    在這種挑戰下,要怎麼做才能讓數位行銷發揮功效?

  • It comes down to three actions: Managing complex customer relationships across channels - both digital and traditional;

    可以分成三大行動::管理複雜的顧客關係,橫跨不同管道--數位和傳統;

  • responding to and initiating dynamic customer interactions; and extracting value from big data to make better decisions faster.

    以回應、啟動動態客戶互動,並利用大數據萃取出珍貴資料,讓經營決策越做越好、越快。

  • Knowing your customers is not enough;

    當然,只有了解顧客還不夠,

  • you must know them better than anybody else, so you can communicate with them where, when and how they are most receptive to your message.

    你必須比任何人更摸透他們的習性,才能與他們溝通,在任何地點、時間和他們如何才能最有效接收你的訊息。

  • To do that successfully, you need a consolidated view of customer preferences and expectations across all channels, not just digital.

    想要成功達成, 你需要整合全觀的消費者偏好與期待,跨及各個管道,而不是只在數位管道中。

  • With this information, you can create consistent, coordinated customer experiences that will move customers along in their buying cycle.

    有了相關資訊,你便能建立一致性、協調的客戶經驗,在他們購買週期中,一再撼動他們。

  • The speed and immediacy of digital combined with the power of advanced analytics make it possible to measure, monitor and test campaign performance on-the-fly, to learn what works and doesn't work.

    速度和緊密的數位結合加上強有力的先進分析,使得量測、監控變得可行,而測試行銷活動績效也輕而易舉, 了解何者可以奏效,何者行不通。

  • This helps you improve the customer experience and marketing ROI.

    這些都可以幫助你改善客戶體驗和行銷的投資報酬率。

  • Too often, marketers can't access or make use of all the data necessary to get the best insights.

    最常見的情況,行銷人員無法取得或利用所需的數據獲得最佳的經營洞見。

  • They are often limited to data subsets or samples, which compromises analytic accuracy.

    他們常受制於資料子集或樣本使得分析失去正確性。

  • To make the best decisions, you need access to all customer data and marketing data to deliver more real-time, complete customer experiences in an agile, cost-efficient way.

    想好做出最佳決策,你必須取得所有顧客的資料和行銷數據,以傳達更即時,敏捷、符合成本效益方式完成客戶體驗。

Digital marketing is the promotion of products or brands via electronic media.

所謂「數位行銷」 是利用電子媒體來推廣產品或品牌。

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你必須要知道的數位行銷重要性! (What Is Digital Marketing and Why It Matters - The SAS Point of View)

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    羅紹桀 發佈於 2021 年 06 月 20 日
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