The wave of digital marketing is sweeping the world. Digital marketing with four characteristics is a brand-new marketing concept and marketing mode in the era of digital economy. It is the progress, refinement and sublimation of many marketing concepts in recent years. It is a motor to promote enterprises to open up a broad market and obtain value-added benefits. It is a desirable form and effective way to connect traditional marketing and lead and transform traditional marketing Law is all marketing activities carried out with information technology and a golden key to enhance the core competitiveness of enterprises. Back to the home furnishing industry, we combine the four characteristics of digital marketing to demonstrate why home furnishing enterprises should carry out digital marketing.
I. powerful digital marketing
Since the emergence of the post era of Web3.0, the behavior of consumers has begun to change due to the changes in the Internet environment. More and more, they like to share their ideas and experiences on the Internet. At the same time, they like to collect other people's opinions and experience on the Internet. Sharing and acquiring experience has become a habit of users. According to the global online consumer survey released by Nielsen, a well-known foreign market research company, 41% of the world's netizens believe in online information rather than traditional media. Among the factors affecting consumers' purchase, the proportion of positive brand evaluation is as high as 90%. In order to achieve the best communication effect, home enterprises should contact customers as much as possible, and digital social media is the best choice. Microblog, friends circle positive praise again and again, comments, forwarding, can make the brand value rapid fermentation, growth.
At the beginning of March, as the leader of the industry, unexpectedly home launched the marketing activity of sending red envelopes via wechat at the beginning of the year. Almost every branch of unexpectedly home has a subscription number to send different content to different consumers. In addition, wechat also regularly pushes some industry news, brand discount information, product maintenance knowledge, etc. Wechat online exchange can help enterprises retain user data, and further tap the marketing potential in information push, fan interaction, online transactions, etc. With the post-80s gradually becoming the main group of consumers, the future era of e-commerce is certainly a trend, home furnishing enterprises will be able to find business opportunities in this powerful digital marketing.
II. Intimate digital marketing
With the trend of customization in home furnishing industry becoming more and more obvious, consumers pay more attention to space. Household enterprises are gradually transiting from traditional standardized production to customized production. Now more and more furniture enterprises have increased customized service projects. They understand customer requirements through digital platform, and then make personalized products that meet customer's home decoration style. The brand awareness of enterprises is largely based on the quality of products and services. If the customized services of enterprises can meet the requirements of customers, it will be conducive to the promotion of the brand value of enterprises. In the past, when we visited the website of home furnishing enterprises, we always found that it was only the overall image and brand promotion of the enterprise, as well as the display of the whole series of products, which did not have the function of online trading, let alone customizing the furniture in our mind through the network platform.
Qumei's corporate website has broken the previous static promotion mode of "just look and don't sell". On the official website of Qumei home, consumers can make their home look like they imagined as long as there are four simple steps. The first step is to say your own needs; the second step is to design consumers' DreamHome through 3D home software to determine the effect and size specifications of home placement; the third step is to customize furniture items; the fourth step is to generate orders online. Zhao Ruihai, chairman of Qumei furniture, once said: customized furniture allows consumers to plan their lives, plan the functions of furniture, choose colors and click to generate a three-dimensional model. The powerful customization ability of Qumei official website and real-time Internet 3D presentation can just meet various requirements of consumers. Qumei not only successfully implemented online sales and realized economic benefits, but also promoted its own brand in a wider range from another perspective, which is the best embodiment of the "intimate" feature of digital marketing.
3. Friendly and human digital marketing
When it comes to the company, the impression in people's mind is cold. However, this will not happen on the digital platform. If an enterprise wants to carry out digital marketing in the environment of Web3.0, it must first understand the game rules of Web3.0. In the era after Web3.0, the rule of digital marketing is to refuse to be heavy and tedious. Companies need to be a virtual human to talk to consumers equally, rather than often referring to official speeches.
Xiaobian remembers that Zeng Jing has a story: every holiday, the most concerned about you are banks, insurance companies, telecommunications suppliers, because they will always send you the warmest greetings during the holiday, and some enterprises will not forget to add a friendly nickname "pro" This bold and cordial attitude is to talk with consumers in a "human" voice, eliminate the sense of distance, make their marketing stand out and create a distinctive brand image.
The brands that make good use of digital marketing will take bold and cordial actions, winning the resonance of consumers for the brand. The "furniture man" of Lin's wood industry is the best example. "Furniture man" publicizes the brand height and people-friendly route of Lin's wood industry with unique interest. "Furniture man" in the concept of home "warm man" and "warm woman" idea into the furniture. Through the digital marketing of "furniture man", Lin's wood industry has an interesting and effective interaction with consumers to attract more people to understand and pay attention to the group's grand ceremony of Lin's wood industry. At the same time, Lin's wood industry implements the concept of high-quality products embodied in the digital platform to every link of products, logistics, services, etc., so that consumers can not only receive the joy brought by the "furniture man", but also make the image of the brand more popular.
IV. efficient and timely digital marketing
In the era of big data, the network is full of complex data. Today's marketers can present their products and services to billions or even tens of billions of people with just one click. Using the digital platform, enterprises can find the relevance of consumers' brand choice through the presentation of big data, and brands with high relevance can take the initiative to jointly plan preferential marketing or service interaction, so that consumers' needs can be truly met.
Taking Huiya media as an example, through years of industrial data management and a large number of human and material resources invested in the development and construction of Internet platform in recent years, Huiya media currently has the most complete database and the strongest analysis ability of home marketing services in China, and more importantly, these data are generated and updated at any time, and through each platform, the detailed business number of dealers and manufacturers will be It is recorded here. Through these efficient and timely data analysis, each major brand can get the high similarity between those brands and itself, and then carry out joint marketing with these brands, which will naturally meet the needs of consumers and achieve twice the result with half the effort.