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

  • 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.

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

  • Digital media is everywhere.

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

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

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

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

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

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

  • The proliferation of digital channels.

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

  • This makes it hard to manage digital marketing efforts.

  • Competition is intensifying.

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

  • Exploding data volumes.

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

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

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

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

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

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

  • Knowing your customers is not enough;

  • 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.

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

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

  • 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.

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

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

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

  • 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.

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


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B1 中級

デジタルマーケティングとは何か、なぜそれが重要なのか - SASの視点 (What Is Digital Marketing and Why It Matters - The SAS Point of View)

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    羅紹桀 に公開 2021 年 01 月 14 日