domeet webmaster

How Brands Achieve Digital Survival ) , author: look for empty 2009.

In Digital Survival, published in 1996, author Negroponte tells a story about data:

One day Negroponte visited the headquarters of a company that is one of the largest integrated circuit manufacturers in the United States.

When checking in at the front desk, the receptionist asked him what the model, serial number and value of the computer he was carrying for registration.

“It’s about $ 1 million to $ 2 million!” he said.

The receptionist said it was impossible. He looked at Negroponte’s notebook and filled out a number on the register: $ 2,000.

Why is there such a big difference in the value of a notebook between the receptionist and Negroponte? This question is worth thinking about. The receptionist’s estimate of $ 2,000 is the hardware value of the laptop, which is the value of a laptop you buy in the market. And Negroponte’s estimated $ 1 million to $ 2 million is the material and information in his notebook that is valuable to the author, compared with $ 2,000 in hardware.

01 Digital Inspiration from Negroponte

In this story, Negroponte is actually talking about the value of data. When the actual goods, channels, and content have been digitized, the value of these data is no less than the actual value. This is also the core value of the book Digital Survival, that is, numbers are rapidly replacing atoms and becoming the basic exchange in human life.

This story has a lot of inspiration for business during the epidemic.

Think about it. During the epidemic, the most affected industries were tourist attractions, shopping malls, restaurants, cinemas and other physical industries. If these industries are all digitalized, then their forms can be VR cloud attractions, e-commerce, takeaways, and video platforms. The impact on these businesses will be limited, and they can at least largely achieve normal business operations.

Some brands do exactly this, such as fresh e-commerce, online education. In the past, fresh food and education belonged to the industry. Most of themAll behaviors need to be completed offline. After the epidemic, these commercial forms cannot be carried out. However, after digitalization, fresh food e-commerce and online education brands can be completed online from commodities, channels and marketing. Maintaining business operations has also enabled traffic and user growth.

Under such black swan events, their growth can be said to be a tough increase with considerable flexibility and resilience.

Of course, these companies are not temporary, but they have already prepared and prepared for commercial digitalization and short-chain closed-loop. They have been sensitive and proficient in various online tools, and have accumulated and operated for a long time. It is the basis for their resilience to increase under the epidemic, and their turn from danger to opportunity shows that opportunities are only given to those who are prepared.

Inspiration of marketing in the post-epidemic era——digitalization of the entire marketing process

From a marketing perspective, the epidemic has drastically reduced the value of traditional advertising, which also makes digital marketing more prominent. Someone might say, isn’t it just advertising online? We have been doing it.

The truth is not so simple. Complete digital marketing refers to the digitization of the entire marketing process, not the simpleness of online advertising. The 4Ps proposed by Professor McCarthy in the pre-Internet era—products, prices, channels, and promotions are the basic marketing processes. Only digitalization based on this process can be called full-process digital marketing. I call it 4P digitization.

• Products——Digital Survival

  Products are the most basic elements of marketing. Without products, everything else is nonsense. During the epidemic, physical commerce was greatly affected. At this time, if your product can only be experienced offline, then its survival space is extremely limited. If your product can become data and can be displayed, experienced, and promoted online, then at least it has business opportunities.

  For example, the Dunhuang Museum was launched on February 10th as an online “cloud tour” of the Dunhuang City Museum project, allowing everyone to see the museum at home. It is true that its experience cannot be compared with offline now. In the future, with the advancement of VR technology, the experience may not be too far away from going to the field.

  

  Tencent ’s “Online Sales Office”, for example, uses a personalized online showroom to show the details of units, supporting facilities, etc. in pictures, text, and videos. At the same time, it uses VR to view rooms and live broadcasts to a certain extent Realization of real estate data.

  

  The digitization of books can be said to be the earliest. When there is no Internet, you must go to a bookstore to buy books, and you must hold a physical book to read. Now you can sit on a large library without leaving home, and WeChat is digitizing thousands of books every time you read. Kai Fu’s claim that e-books will replace physical books in the future is not an exaggeration.

  During the epidemic, a person ’s behaviors such as shopping for food and eating may be affected, but for a person who likes to read, his reading behavior will not be affected at all, because the supply of goods such as e-books is sufficient And no contact is required at all. According to official WeChat statistics, during the epidemic, WeChat reading users read an average of 110 more books per 100 people than last month.

  

  Today, most cars produced worldwide include parts printed with 3D printers. These 3D printed parts are actually data. You receive these data and print it to become Up product.In the future, when you buy certain physical products, you may be buying a bunch of data. After receiving the data, it will be printed out as the product you want. At this time, transactions do not require contact at all, nor do they need logistics. 3D printing will speed up the process of product dataization.

  So the first step in the marketing process is to turn your products into digital. Whether all your products can be turned into a database is a prerequisite for whether you can carry out business activities under special circumstances.

  • Price-precision test

    How to price products is a science, and most of the traditional era is completed by offline research. This behavior can be done online today, and this way can more accurately predict consumer preferences, including pricing, of course.

    Suppose a brand has developed a new product that can place a wave of ads on an e-commerce platform and get some consumers at the same time get their feedback-where is the product good? Where is it bad? What features would be better? Is the price high or low? Brands can adjust their products based on feedback, and increase advertising while the products get better sales.

    This process not only completes the research before the product is officially launched, but also greatly reduces the risk of product and advertising.

    During the epidemic, if your product has been partially mass-produced, this method will not delay your research and obtain pricing basis at all.

    • Channel——Smart Retail

      During the epidemic, if your channel is just an offline store, then I am afraid you can only worry about it. Smart brands have already established online retail channels and achieved online and offline integration. How did they do it?

      Brands often recommend loyalty cards when shopping offline. Some brands target the WeChat ecosystem by binding public numbers and membership cards. In sales recommendations, consumers often become dual users of public numbers and electronic membership cards. At this time, every time they read, click, consume, and sell data, they will It is recorded, which accumulates a data basis for future targeted promotional advertisements.

      When a promotional advertisement with a coupon appears in the user’s circle of friends, the user will receive the coupon. One of the paths is to save it in the card package and go offline to complete the purchase. The other path is directly directed to In the brand’s mini-program store, purchases are completed on WeChat ecosystem.

      So, some retail brands have taken advantage of the WeChat public account + card package + friends circle ads + mini program mall ecology, and let the activity of the three promote each other, build a private domain traffic pool, and complete pure offline business to online Transformation of online and offline integration.

      For example, Carrefour laid out this ecology earlier. If you follow the Carrefour public account, you will often be guided to bind membership cards and bindAfter that, the membership card will remain in your card bag, and then be directly diverted from the membership card to the applet in the shopping mall. The three promote and divert each other to form stable private domain traffic.

      

      It needs to be said here that WeChat ecology is still the ecology with the largest traffic today. Utilizing the public account + applets + vouchers to revitalize users is an important base for establishing private domain traffic. It is also offline Effective supplementary channels for retail businesses.

      • Promotion-Linked Marketing

        During the epidemic, many people have found that for advertisers, performance advertising is more popular than brand advertising. As I said during the

        The annual MWC conference was cancelled during the epidemic, so many mobile phone brands also cancelled the release and marketing of new products. Xiaomi Mi 10 chose to release the flagship mobile phone in the form of online live broadcast as planned during this period. Tencent launched live marketing during the epidemic. On Tencent’s videos and live broadcasts, users can watch and interact. Since the live broadcast and the public account are connected, users can directly purchase while watching the live broadcast to achieve “live broadcast with goods” “.

        < / p>

        The popularity of live delivery and short video delivery is a reflection of the characteristics of link marketing.

        The above is the digital process of marketing 4P. I believe that in the mobile Internet era, in addition to the 4P in the traditional marketing era, user elements must be added. Users are as important as revenue.

        • Users-normalized operations

          The user is not a water stream that is gone immediately after purchase, but a long-term accumulated flow pool.

          Traditional offline commerce, consumers will no longer be associated with the brand after buying a certain product, basically a one-shot deal. In the mobile Internet era, as long as a user uses a certain product for a long time, the income he contributes must be long-term and sustainable, and this income must be greater than his single consumption.

          During the epidemic, if you have long-term loyal users, your business activities can be maintained. Nike has long been preparing for its user strategy.

          As early as 2006, Apple and Nike jointly launched a sports kit called Nike + iPod, which can track users’ exercise date, time, distance, calorie consumption and other data.

          Nike and Apple Watch’s Apple Watch Nike + can guide users through multiple actions. During the training process, you can track your heart rate and calories, and you can also view statistics and transcripts after the training. For this, Nike has made multiple related apps andThe applet establishes its own private domain traffic and operates a user platform, so that the connection between itself and the user is no longer just sales.

          

          During the epidemic, Nike launched the “Take Sports Home” campaign online, performed fitness live broadcasts on Tencent highlights, and convened users to participate. The entire process, from viewing graphics, to jumping to the gym applet, to participating in live fitness, is all done in WeChat, directly converting fans of the public account into users interested in Nike sports.

          

          Of course, this is only the first step. The important follow-up action is to continue to guide consumers into their private domain traffic, convert them into users, and operate for a long time to realize the lifetime value of users to the brand.

          03 When the next black swan comes, will your digitalization stand the test of “resilience”

          The epidemic is an unexpected event that comprehensively examines the product power, brand power, marketing power, and resilience of the company. In the epidemic, there is no waiting for the epidemic, but the brands that turn the crisis into opportunities are those that are fully prepared for digitalization. .

          The enlightenment that this epidemic has given us is that companies should not only focus on temporary traffic, but should take a long-term view and make comprehensive digital preparations. Digitalization is not only digital marketing but also the digital accumulation of assets. If your daily products, channels, marketing, users and other aspects have been prepared for digitalization, then the epidemic situation is not unexpected, and you can still carry out business activities with ease.

          Under the epidemic, digitalization is the prerequisite for enterprises to respond flexibly, and it is also the driving force for obtaining resilience growth. From the entire marketing process, how digital is your 4P, how resilient is growth.

          

          I believe this epidemic is an opportunity for you to make up your mind. When the next Black Swan incident comes, you should be ready for digital survival.