"Digital Marketing Textbook: Profit Management by Introducing Big Data into Virtual and Real Channels" Recommended Preface: Abandon the old thinking of sales, and put experience and participation f...

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We are about to enter 2019, and artificial intelligence, the Internet of Things, and chatbots are gaining momentum, but if we want to talk about a popular skill that has never faded in the workplace, it is probably marketing. In response to this craze, many universities and private course providers have actively opened a variety of marketing courses. When opening the webpage of a well-known manpower bank, the words “Marketing” (https://www.104.com.tw/jobs/sear appear on it) ch/?keyword=%E8%A1%8C%E9%8A%B7&jobsource=joblist_a_relevance&ro=0&order=1) There are as many as 39,213 job vacancies, which proves that this statement is true.

What is marketing? According to Wikipedia, Marketing Management is a series of processes of analysis, planning, execution, and control, whereby decisions are made about the conceptualization, pricing, promotion, and distribution of ideas, products, or services, thereby creating exchange activities that meet individual and organizational goals. The above introduction is very clear, but I think many readers may hear it very vaguely, right? What exactly is marketing? How should we learn to be a marketing master?

According to the father of modern marketing [Philip. According to Philip Kotler, marketing management is closely related to goods, services, experiences, events, people, places, ownership, organizations, information and ideas. And according to Philip. According to Kotler, we can think of marketing as a process that is constantly changing according to market changes.

This view also echoes the definition of marketing by AMA (American Marketing Association), that is, “Marketing is an organizational function and process that creates, communicates and delivers value to customers, and manages customer relationships to benefit the organization and its stakeholders.” In other words, companies must deliver meaningful value and necessary services to customers in exchange for benefits and benefits.

It is true that the work of many friends is inseparable from marketing, but when it comes to marketing, many friends may only think of stereotypes or information such as 4P, STP or AIDMA law. Well, although these elements and laws are also very important, some of them have long been inconsistent with the needs of today’s pluralistic society. Recalling my past experience in teaching content marketing and social marketing courses, in addition to sharing many wonderful cases in class, I also found that students really need a more comprehensive marketing book as a supplementary teaching material.

At this time, I am very happy to hear that Happy Culture is about to publish the book “[Digital Marketing Textbook: Profit Management of Virtual and Real Full Channel Introducing Big Data] (https://goo.gl/DmKzHS)” written by Professor Yukihiro Makita of Nagoya University of Commerce in Japan (http://mba.nucba.ac.jp/research/faculty/entry.html?u_bid=157&u_eid=17927). This book not only talks about AISAS and ZMOT, but also shares with readers the five major evolutions and frameworks in the field of digital marketing. I feel that these chapters are quite practical.

In addition, I especially appreciate Professor Yukihiro Makita’s interpretation of digital marketing. He said: “Digital marketing is to use data to drive target consumers to understand products or services. Based on consumers’ pre-purchase behavioral data, they can brew their interests, concerns and desires to obtain purchasing information. Then from purchasing information Information and post-purchase consumer reviews are used to gain inspiration for product development and service development. This data is obtained from e-commerce or physical stores, while providing consumers with the most suitable purchasing experience. The purpose of this series of actions is to deepen the relationship with consumers and ultimately become consumers’ agents.”

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Professor Yukihiro Makita also reminded marketers to capture three key groups, namely young people, women and Internet users. Because these three groups are not only the most receptive to new things, but also know how to spend a lot of time comparing and researching. They are also important influencers in the online community. This point also coincides with what I often mention to students in courses to master the user profile of the target audience (Target Audience), and it is particularly resonant to read.

Overall, marketing is a science that is “easy to understand but difficult to master.” Professor Yukihiro Makita, author of “[Digital Marketing Textbook: Profit Management with Virtual and Real Full Channel Introducing Big Data]” (http://mba.nucba.ac.jp/research/faculty/entry.html?u_bid=157&u_eid=17927), told us that when engaging in marketing, we need to “sell, sell, and resell” from the past. The old thinking has evolved and transformed into the values of “enjoyment, experience and participation”. Let the relationship between consumers and us no longer just be buyers and sellers, but gradually become supporters of the brand and even promoters of products and concepts!

I sincerely recommend this good book to you: “[Digital Marketing Textbook: Profit Management by Introducing Big Data through Virtual and Real Channels] (https://goo.gl/DmKzHS)”. Let’s refine the theory and technology of marketing together!

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★ Photo Credit: rawpixel

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Further reading

• “Compound Interest Thinking: Make Small Changes Become Big Changes, Use Compound Interest to Improve the Long-term Effect of Life Profits” Recommended Preface: Wake up every day and be smarter than yesterday
• Recommended Preface to “Simon Learning Method”: Learn to be old, live to be old
• Recommended Preface to the Second Brain: Embrace the AI era, start by utilizing the second brain

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