Product, Placement, Price, and Promotion were the 4 Ps that served as a base for marketing until now. But the prevalent Internet boom has caused these principles to change and evolve. Anne Launois , Head of Audencia Business School’s digital major, and Yann Gourvennec , Head of the Specialized Master of Digital Business Strategy at Grenoble École de Management, shed light on these changes.
With Internet, businesses have to navigate their way through this plethora of sites and social networks. For Anne Launois, the new key to success in marketing is the process that puts the user at the heart of everything. “Digital has revolutionized the marketing approach.Nowadays, the customer expects added value from companies.To deliver on customer expectations, marketers develop content which facilitates relationship building with the consumer, and hopefully, ends with a sale.By putting the customer back at the heart of the process, enables the company to gain an overview of the customer journey.”
Since the publication of the book ‘Leading Digital’ in 2014, there has been a lot of water under the bridge. In order to have a look into the updates of his findings and discover more about digital transformation, I interviewed Didier Bonnet, one of the authors of the book.
In terms of business maturity with respect to digital transformation, what has and hasn’t changed in the past 5 years?
First of all, I think a lot has changed in terms of the way companies have approached digital transformation. Five years ago, only a few companies were doing really well. Today it’s pretty much common parlance in company terms, as almost everyone has launched some form of digital transformation program.
Some companies like Nike are really making a big headway in this area. There are new technologies appearing on the scene such as AI, IoT and others, which are fairly complex. So, the difficulty of creating value out of these has increased tremendously, and therefore, what we see is a polarization of companies that have mastered digital transformation and are continuing to adopt and experiment with this technology very effectively.
Over the last twenty years, the Chinese digital market has been growing and evolving very fast and China has even become a worldwide leader in digital transformation today. However, China’s digital landscape is quite different from that of the West. Let’s discuss a few questions which would help you comprehend this intriguing market: What are the key characteristics of Chinese digital market? How could a brand succeed in E-marketing in China, especially a French or a Western brand?
First of all, what are the key characteristics of the Chinese digital market?
Firstly, the Chinese digital market has been growing very fast over the last 20 years, and China has even become a worldwide leader in digital transformation.
The total number of Internet users in China has exceeded Europe’s population, i.e., 772 mn in Dec. 2017, representing 56% of Chinese population. China is also leading the mobile payment revolution. In 2016, the mobile payment volume (in $) in China was already 11 times that of the USA. Apart from that, China has become a worldwide leader in e-commerce and New Retail. It’s also in the global top three countries for venture capital investment in some key technologies, like Virtual Reality, AI and machine learning, Autonomous driving, Robotics and drones, 3D printing, Big data, etc.
When you’re searching for answers to life’s questions, Google is often the go-to information resource.
But Google holds much more value than your typical search engine. Since establishing itself in 1998, it has grown into an online marketing beast, offering tools that go well beyond just ‘search’.
For small business owners, Google’s digital tools come with big benefits. Not only are they free and easy to use, but they’re specifically created to help you market your business online. Combined with a search engine that leads all others, Google’s multitude of resources are ones every marketer and small business can benefit from.
If you’re looking to run effective digital marketing campaigns and get your business off the ground, Google has you covered. One login through a free Google account opens the doors to countless marketing possibilities. Here are some of the best free Google digital marketing tools for your small business: