From the era of portal, the era of community, to the era of search, and then to the current era of information flow; From the original people to find information, and now to find information. With the change of information transmission mode, marketing position has also undergone great changes, accompanied by the increasing diversification of marketing forms. Single marketing can not meet our requirements for product marketing layout, more and more people began to focus on the application and promotion of integrated marketing.
Any marketing is people-oriented, so all our marketing activities are naturally built on the basis of people. In the Internet age, where the traffic is, the market is there, and so is our marketing position. After finding our position, we need to split the flow link (obtain flow - receive flow - flow conversion) and break it one by one.
Find a communication channel that reaches the target consumer. The catalyst habits of different consumer groups are different, and the amount of activity budget will also affect the selection of communication channels. Combined with the current marketing mode that takes information flow as the mainstream, it is a good choice to have all bytedance products on a large traffic platform.
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Combining consumer insights, product features and channel features, it's simply about letting the user see what they want to see. Can strike a chord with consumers. A content that can resonate with consumers must have accurate consumer insights. Can carry the product basic information and unique selling points, adapt to the content of channel characteristics, is the basis of effective communication.
According to the marketing purpose, design the link mechanism of transformation. We've found our target audience, we've created content that fits their tastes and we've distributed it through the system, so how do we generate transformation in the last step? The mode of excitation is fission. Fission is through the setting of rewards, benefits and so on, let the old users through social sharing to new users, in order to achieve self-dissemination. For example, share coupons and so on, is to use fission way to expand the transformation. After stimulating the offline consumption of customers, maintain the stickiness of users and let customers make long-term consumption. Offline activities stimulate transformation.
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