Achieving “measurement” in the field of digital marketing requires a new digital strategy model. As a strategist, I have developed digital strategies for many large and medium-sized companies, and with years of teaching and consulting experience, I have integrated a new “Digital Strategy Model” to visualize the concept of digital marketing, cover its characteristics, and provide a framework for marketers to apply more effectively to the strategy formulation and measurement of digital marketing.
This new “Digital Strategy Model” provides a set of criteria and clear guidelines for marketers to develop and measure indicators for their promotional activities, so that they can develop competitive integrated digital strategies based on different indicators. At the same time, the model can also serve as a structural framework for companies to decide which digital marketing tools to use to achieve their marketing objectives more effectively, and to determine which data and measurement tools to use to measure effectiveness and improve their activities.
The integration strategy of “digital marketing” is not limited to the technical operation level, but also the implementation side. For example:
01. When contacting customers, does the copywriting fit the language habits of customers, is the content ingenious, and can it win surprisingly among many Posts (Post) to strengthen the interaction between customers and brand products?
02. When dealing with negative reviews on social platforms, does the company have a mature sense of crisis and supporting facilities to resolve public relations disasters?
03. Conversely, if there is a “PR disaster” offline, will the company be able to harness a powerful digital platform to reverse the decline, retain the existing customer base, increase positive reviews, and attract more new customers?
When formulating marketing plans, marketers should also appropriately allocate resources to online and offline platforms for comprehensive marketing planning according to the annual financial budget and the nature of the business. Some small enterprises and non-profit organisations can also make good use of online resources to explore new areas through digital platforms.
Although “digital marketing” is different from traditional marketing, it does not mean that traditional marketing concepts should be abandoned, but should be based on these academic models, and then constructed and repeatedly modified to create a unique solution suitable for “digital marketing”.
#個案分享: The importance of fast and accurate digitalisation
I remember that in October last year, a medical aesthetic centre launched an online advertisement, inviting Yuen Siu-cheung and Lo Mi-xue, who are very similar in appearance, to play a pair of twin girls, using the different treatment they encountered during their growth to bring out the importance of good skin care. After the advertisement was launched, it immediately became a hot topic on the Internet, and the social mentions of the two artists and the associated beauty center on social platforms increased significantly. In addition to the high number of views of the commercial itself, the number of likes on the beauty center’s Facebook page also increased by 10% in just one month after the ad aired.
In fact, this is not the first time that the “twin dolls” duo of Yuen Siu-cheung and Lo Mi-suet have appeared on the screen. As early as 2010, in a TVB program, the two walked together for the first time and successfully became a hot talk. This time, the advertisement of the medical beauty center “stir-fried” the hot words, and successfully captured the love of netizens for this funny group. Of course, other brands can also take advantage of the craze and invite them to advertise.
There are hot words every day, but whether you can use them to bring good publicity to your brand depends on the skills of the marketer. In 2016, some netizens paired “Dream Wedding” with “Chicken! All of them are chickens” quickly spread all over the Internet, and many marketers rushed to use the song to post and shoot on Facebook. Earlier, some tutors also put the Whatsapp conversation of students thanking him on their Facebook page, but it was quickly questioned by netizens that he himself “created” the thank you dialogue. Many Marketers immediately “pump” (i.e., take the opportunity to criticize or ridicule another event/thing) and create similar thank-you conversations to “like” (i.e., attract attention and likes) for their brand, increase the engagement rate of their page, and let more people know about their brand.
However, even if marketers understand the importance of “real-time”, many companies do not necessarily have a system that allows their brand’s Facebook Page posts to become a trending topic. It may only take 1 to 2 hours for a frontline employee or marketing company to come up with a “pump” idea, write a Facebook post, or design a picture from a hot topic, but some companies’ posts need to be approved by the top management, and then they have to go through the “top management” and delay for 1 to 2 years before they are approved.
Therefore, in the era when all walks of life are going digital, whether it is “pumping” content, or repurposing the hot words of the past for promotion after a few years, it is necessary to be “fast” and “accurate”.
