○ Upgrading Customer Service Strategy in the Digital Age
Chapter 3: Recognize in the 4Rs: Digital Profiling and Recognition of Consumers
To recognize your consumers is the first step for digital marketing. In the pre-digital era, we focused on the overall analysis of target consumers, and most profiles of consumers were predicted based on sampling and qualitative studies. In the digital era, the biggest change is that network behaviors of consumers can be tracked by big data, like tracking of cookies, tracking of mobile digital behaviors using SDK and tracking of shopping preferences by payment data. With these data connected, a big data user profile is completed. Integrating these technical means and marketing philosophy is the biggest change in the digital age.
○ Digital Marketing Strategy Model and the Application Framework of the 4R
○ Advantages/Features of Big Data Consumer Profiling
○ Converting Customer Profiles into Business Value
Chapter 4: Reach in the 4Rs: Coverage and Arrival of Digital Information
To reach your consumers is the second step in digital marketing and also the first step for enterprises that engage in the digital marketing game. After having a clear digital profile of consumers, we need to reach and connect to our customers, which we hereby call “coverage and delivery of digital information”. In this process, enterprises need to analyze themselves: How can they have a digital plan and layout in a systematic and scientific way rather than in a passive, scattered and random way? We divide the coverage and delivery of digital information into four categories: Initiative-push, initiative-present, trust-agent and asset-exchange. Also, the tools of digital marketing have been presented in this chapter.
○ Coverage and Reach of Digital Information
○ Methods of Digital Information Coverage and Reach
○ From Owned Media, Paid Media and Earned Media to Mixture
Chapter 5: Relationship in the 4Rs: Establishing a Basis for Continuous Relationship
The first two steps cannot ensure the efficacy of digital marketing as they only target and reach consumers rather than converting them into assets. The key step lies in “whether your digital marketing sets up the basis of continuous business.” The establishment of many online communities ensures direct and in-depth relations, interactions and engagement with clients in a “disintermediation” scenario. This is also the format of the current Enterprise 2.0. In the digital era, only by building an all-around network, establishing multidimensional brand communities and providing ongoing maintenance can enterprises have sustained relations with clients which form the basis for continuous business.
○ Digitalizing: The Basis for Sustained Relationship
○ Constructing Relationship in the Digital Era
○ Identifying the Objectives of Relationship Strategies
○ Actions to Establish the Ground for Sustained Relationship
Chapter 6: Return in the 4Rs: Making Deals and Profits
To realize return is the fourth step in digital marketing, which corresponds to the idea that “marketing is not only an investment but helps to realize direct returns”. Many enterprises build online communities to attract brand followers, but how to cash in the assets is the issue that is going to be explored in this chapter. We put forward a number of approaches, including turning community membership into a good, turning community values into a good, running community as a media network, expanding community members as channels and marketing community trust.
○ Methods for Realizing Returns
○ Turning Community Membership into a Good
○ Turning Community Values into Goods
○ Expanding Community as Media Network
○ Expand Community Members as Channels
○ Attract Talents Using the Current Community Base
○ Digitizing Community Information
Chapter 7: Big Data Marketing Platforms: Applications of Big Data in Marketing
Online tracking of customers enables data to inject enormous vigor into marketing. How to digitalize marketing activities? How to combine big data and marketing? Does big data overturn the logic of marketing? Marketing in the future combines ideas, technologies and data together; based on current technologies, what technologies can be applied in marketing activities to directly upgrade your ‘weapons’? We have put forward different ways that could be flexibly applied to help enterprises base their marketing on data.
○ Big Data vs. Digital Marketing
