The whole digital marketing of B2C means, all the new marketing platforms or methods will be used by e-commerce companies immediately. But it varies from one industry to another.
For example, the whole digital marketing of a carton factory includes the following channels: Baidu search engine marketing , B2B enterprises information platform (like Alibaba 1688 platform), e-commerce platform (like Taobao), community marketing (like WeChat), we media platform (like WeChat official account), video platform (like Tiktok), etc.
The whole digital marketing of another registered company includes the following channels: Baidu search engine marketing , B2B enterprises information platform (like Alibaba 58 platform), e-commerce platform (like Taobao), community marketing (like WeChat), we media platform (like WeChat official account), video platform (like Tiktok), etc.
Each channel platform can be subdivided into the next level of channels: fixed advertising space, advertising bidding space, natural ranking optimization, picture marketing, map marketing, knowledge marketing, etc. Each enterprise focuses on subdivided channels differently according to the characteristics of the industry.
We often receive online marketing consulting from some B2B enterprises, hoping to do whole digital marketing, but in practice, they often quit because of insufficient budget. It is common for B2C enterprises to spend tens of millions a year on online promotion because of the large customer base; On the contrary, the investment of hundreds of thousands of yuan a year is already too much for B2B enterprises due to the small customer base.
Some people may be wondering why they do not spend the money. Yes, they are willing to spend the money if they only consider the unrealistic indicators such as traffic and fans. However, if it is based on the number of actual inquiries or customers, there will be no impulsive consumption.
Most small and micro B2B enterprises cannot afford such a budget of hundreds of thousands. They hope to spend only tens of thousands, or at most hundreds of thousands, on the whole digital marketing. At this time, it is necessary to adopt the addition strategy to gradually implement the whole digital marketing step by step.
First, find out the marketing channels that are more likely to make achievements. For most B2B enterprises, it should be search engine bidding advertising (like Baidu search engine marketing bidding advertising). By adopting Baidu search engine marketing, B2B enterprises will make good use of the traffic and customer attracted by the most popular search engine in China. Meanwhile, the B2B enterprises that have made great achievements prefer Baidu searche engine marketing, namely marketing on Baidu. At the same time, the search habits of customers can be quickly obtained through advertising and then applied to other marketing channels. For example, we can obtain the keywords frequently searched by customers in the consulting data, and apply them to the SEO optimization of enterprise websites and the titles and labels of We Media, which can bring better benefits.
Secondly, when promoting other channels one by one, compare the customer acquisition cost of search engines ，so as to increase the investment in low-cost channels and reduce the investment in high-cost channels... By analogy, it will not be long before you can lock in your enterprise’s whole digital marketing model.
The whole digital marketing can be divided into graphic content, audio content and video content according to the marketing content. The cost of creating these contents varies greatly, and they should be used efficiently in different industries. For a factory, audio and video marketing play a limited role in marketing products. Considering the high cost, it will save high creation and editing costs if we cancel audio and video marketing activities. However, for education and training services, these three media all need to be used, and professional audio and video editing is required. Whether it’s done by themselves or outsourced to a third party, the input-output ratio needs to be considered. In short, get more done on less money.
Tianli is a professional digital marketing service provider, mainly providing Internet whole digital marketing, Baidu search engine marketing services for B2B enterprises.
Related Articles
Integrated Digital Marketing for Industrial prosucts Enterprises
The Digital Marketing in the Era of Big Data