The Policy Direction, Practice Development and Research Focus of Digital Marketing Activities
[Purpose/Significance] The development of the Internet and digital economy has brought new opportunities for the development of digital marketing. At the same time, digital marketing is the implementer and forerunner of digital economy. Digital marketing is an important way to promote the digital tr...
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| Format: | Article |
| Language: | zho |
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Editorial Department of Journal of Library and Information Science in Agriculture
2023-02-01
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| Series: | Nongye tushu qingbao xuebao |
| Subjects: | |
| Online Access: | http://nytsqb.aiijournal.com/fileup/1002-1248/PDF/1002-1248-2023-35-4-4.pdf |
| _version_ | 1797793921293615104 |
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| author | ZHAO Youlin, PANG Hangyuan, LIN Yini, PAN Yigai |
| author_facet | ZHAO Youlin, PANG Hangyuan, LIN Yini, PAN Yigai |
| author_sort | ZHAO Youlin, PANG Hangyuan, LIN Yini, PAN Yigai |
| collection | DOAJ |
| description | [Purpose/Significance] The development of the Internet and digital economy has brought new opportunities for the development of digital marketing. At the same time, digital marketing is the implementer and forerunner of digital economy. Digital marketing is an important way to promote the digital transformation of enterprises. Therefore, the research of this paper has certain significance for the development of digital economy and digital marketing as well as the digital transformation of enterprises. [Method/Process] In line with the development direction and policy of digital marketing, this paper analyzes the policy direction of digital marketing and reviews and summarizes the enlightenment of the policy. Combined with the development process of the Internet technology, it visually reviews the evolution of digital marketing practice, providing reference for digital marketing research and guidance for the practice of digital marketing. Following the path of user-preference-evaluation-promotion, the research emphases of digital marketing were analyzed and reviewed. [Results/Conclusions] In terms of policy direction, the policy enlightenment of digital marketing can be summarized as follows: (1) Digital marketing should serve the national strategy and accelerate the construction and development of digital economy. (2) Data security belongs to the national strategy, and privacy security is the basis of digital marketing. (3) Connectivity builds a new ecology and new way of digital marketing, and the whole-area marketing reshapes the brand growth. (4) It is suggested to vigorously develop digital marketing to promote the rise of domestic products. In terms of practical development, the practical development of digital marketing is divided into four stages: one-way marketing, interactive marketing, precision marketing and smart marketing. The practical development of digital marketing can be summarized as follows: (1) The application scope of digital marketing is more extensive, involving all aspects of market behavior, such as medical industry, supply chain, and agricultural products. (2) The current focus of digital marketing has changed from the original dissemination of customer acquisition to user operation, the whole process of interaction, user experience, etc. (3) Data can drive marketing. The core of digital marketing is the analysis and mining of data. The current digital marketing practice focuses more on the collection and analysis of user data and the generation of marketing strategies and behaviors driven by data. In terms of research focus, it can be divided into the research of digital community user group, digital community user preference, consumption potential evaluation and development, and digital marketing effectiveness evaluation. |
| first_indexed | 2024-03-13T02:54:14Z |
| format | Article |
| id | doaj.art-2becd5fa3e39413a82996c01644f5592 |
| institution | Directory Open Access Journal |
| issn | 1002-1248 |
| language | zho |
| last_indexed | 2024-03-13T02:54:14Z |
| publishDate | 2023-02-01 |
| publisher | Editorial Department of Journal of Library and Information Science in Agriculture |
| record_format | Article |
| series | Nongye tushu qingbao xuebao |
| spelling | doaj.art-2becd5fa3e39413a82996c01644f55922023-06-28T06:41:56ZzhoEditorial Department of Journal of Library and Information Science in AgricultureNongye tushu qingbao xuebao1002-12482023-02-0135241510.13998/j.cnki.issn1002-1248.23-0237The Policy Direction, Practice Development and Research Focus of Digital Marketing ActivitiesZHAO Youlin, PANG Hangyuan, LIN Yini, PAN Yigai01. School of Information Management, Nanjing University, Nanjing 210023; ;2. Business School of Hohai University, Nanjing 211100; ;3. Guangxi China Tobacco Industry Co., Ltd., Nanning 530001[Purpose/Significance] The development of the Internet and digital economy has brought new opportunities for the development of digital marketing. At the same time, digital marketing is the implementer and forerunner of digital economy. Digital marketing is an important way to promote the digital transformation of enterprises. Therefore, the research of this paper has certain significance for the development of digital economy and digital marketing as well as the digital transformation of enterprises. [Method/Process] In line with the development direction and policy of digital marketing, this paper analyzes the policy direction of digital marketing and reviews and summarizes the enlightenment of the policy. Combined with the development process of the Internet technology, it visually reviews the evolution of digital marketing practice, providing reference for digital marketing research and guidance for the practice of digital marketing. Following the path of user-preference-evaluation-promotion, the research emphases of digital marketing were analyzed and reviewed. [Results/Conclusions] In terms of policy direction, the policy enlightenment of digital marketing can be summarized as follows: (1) Digital marketing should serve the national strategy and accelerate the construction and development of digital economy. (2) Data security belongs to the national strategy, and privacy security is the basis of digital marketing. (3) Connectivity builds a new ecology and new way of digital marketing, and the whole-area marketing reshapes the brand growth. (4) It is suggested to vigorously develop digital marketing to promote the rise of domestic products. In terms of practical development, the practical development of digital marketing is divided into four stages: one-way marketing, interactive marketing, precision marketing and smart marketing. The practical development of digital marketing can be summarized as follows: (1) The application scope of digital marketing is more extensive, involving all aspects of market behavior, such as medical industry, supply chain, and agricultural products. (2) The current focus of digital marketing has changed from the original dissemination of customer acquisition to user operation, the whole process of interaction, user experience, etc. (3) Data can drive marketing. The core of digital marketing is the analysis and mining of data. The current digital marketing practice focuses more on the collection and analysis of user data and the generation of marketing strategies and behaviors driven by data. In terms of research focus, it can be divided into the research of digital community user group, digital community user preference, consumption potential evaluation and development, and digital marketing effectiveness evaluation.http://nytsqb.aiijournal.com/fileup/1002-1248/PDF/1002-1248-2023-35-4-4.pdfdigital marketing|user group|user preference|consumption potential|marketing effectiveness |
| spellingShingle | ZHAO Youlin, PANG Hangyuan, LIN Yini, PAN Yigai The Policy Direction, Practice Development and Research Focus of Digital Marketing Activities Nongye tushu qingbao xuebao digital marketing|user group|user preference|consumption potential|marketing effectiveness |
| title | The Policy Direction, Practice Development and Research Focus of Digital Marketing Activities |
| title_full | The Policy Direction, Practice Development and Research Focus of Digital Marketing Activities |
| title_fullStr | The Policy Direction, Practice Development and Research Focus of Digital Marketing Activities |
| title_full_unstemmed | The Policy Direction, Practice Development and Research Focus of Digital Marketing Activities |
| title_short | The Policy Direction, Practice Development and Research Focus of Digital Marketing Activities |
| title_sort | policy direction practice development and research focus of digital marketing activities |
| topic | digital marketing|user group|user preference|consumption potential|marketing effectiveness |
| url | http://nytsqb.aiijournal.com/fileup/1002-1248/PDF/1002-1248-2023-35-4-4.pdf |
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