study more complex processes, such as automatic offline activities, duplicative automation and improvement of contents in different phases.
Lifelong clients
Lifelong clients are the dream of a company and also the crest of mature digital marketing. But this will be a continuous phase, where the control and decisions regarding long-term interests will be paramount. At this time, big data has formed and has pending projection and judgment is done through analysis.
Sensitivity to digital marketing gives the organization a fast response to market changes. Through testing and individualization, automatic data analysis will provide the best marketing advice, while decision-makers will determine what marketing events to pay attention to based on the projected revenue.
These phases are defined based on KMG’s understanding of corporate marketing activities. Purpose is behind the activities, while the understanding of essence is behind the purpose. The above tools are what are being considered. Tools are only the means of realization, to “enable an idea to happen”, whereas we need to further acknowledge the upgrading of strategic thinking for marketing in the digital era. Compared with traditional marketing, how do our CEOs and CMOs need to upgrade conventional views? How do the traditional and digital marketing amalgamate on the strategic level? These are the questions that need to be answered in Chapter 2.
1.5 Redefining “Digital Marketing”
We need to redefine what “digital marketing” is for further progress. According to the American Marketing Association (AMA), digital marketing “is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising and any other digital medium.”
But from our experience as senior executive consultants serving our customers, we have developed an easy concept, given below, which we believe is more significant for CEOs and CMOs:
Unlike the AMA, we emphasize that digital marketing is not a channel or a technique; it needs above all an upgrading of the strategic marketing mind, at the same time embracing technology, especially big data technology. This cross-section of big data can help enterprises obtain a multidimensional “God perspective”, but content and digital platforms are also needed in real operation to integrate new tools and applications, where the latter is processed by the left hemisphere of the brain and the former is processed by the right hemisphere, bringing together the analytical and artistic mind into one.
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