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  • 传统行销 vs 数码营销
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传统行销 vs 数码营销

数码营销 VS 传统行销

网络时代的崛起,是否意味着传统行销会被市场淘汰?

现今,人们可以无时无刻通过网络获得所有相关的资讯,这也改变了人与人之间的互动方式和消费模式。 消费者不再处于被动,相反,他们更加主动寻找自己有兴趣的事物,产品,以及资讯。那么传统行销与数码营销这两者有什么分别呢?

销售策略

传统行销主要围绕着4P, 即产品, 价格,渠道,促销,并以此来制定营销策略。相反,数码营销则是根据现今顾客的需求和市场趋势开发产品。相比起传统行销,数码营销更是通过社交平台与通讯平台与顾客保持密切的联系。

销售方式

以往,传统行销让我们认识一个牌子或一件产品都是通过线下广告,电视,收音机, 报纸, 和传单。消费者需要亲自到店面选择商品,付款,和取货等等。 如今, 随着智能手机用户的增长, 人人都可以随意搜索资讯, 而数码营销正是赶上这些变化!数码营销的场景可能是一个app或一个网站,而我们可以通过app,网站,或是电子商务选择自己喜爱的产品,再线上付款,然后等待货物抵达。 物流时间也许是仅仅的几十分钟内或是次日抵达。如马来西亚的grab food app, 我们可以搜索附近的餐厅以下订外卖,送达时间少于1小时!由此可见,线上购物已经简化了购物成本,也让消费者更省时间和精力。 我们不再需要浪费时间驱车至一个店面或餐厅,也可以购买产品或享用美味佳肴。

销售渠道

传统行销主要通过经销商营销模式,直销模式以及代理商营销方式,开设店面进行买卖交易。由总部提供货源, 再让各渠道分销商进货售卖。 总结来说,传统行销依旧需要实体店面来进行买卖交易。 反之,数码营销除了通过App和电子商务(E-Commerce), 也可以在谷歌(Google), 面子书 (Facebook), Linkedin 和抖音(TikTok) 投放广告。 例如:谷歌关键字广告 (Google Ads) 和社交媒体营销 (Social Media Marketing) 就是主要的线上广告,帮助卖家在网络上寻找大量的潜在客户。

买家与卖家的联系

传统的行销方式是等待顾客主动上门购物,付款,拿货。当交易结束,卖家与买家之后的联系也需要靠销售人员去维持, 以引导顾户再次到店内消费。相反,数码营销却使用公司的社交媒体,如面子书 (Facebook), Instagram, Linkedln,博客(blog), 论坛等等,以及公司网站的聊天机器人(chatbot),与顾客保持密切的联系。顾客也可以在公司的社交平台,朋友圈发布对于产品与服务的评价,这也将提高品牌的知名度和讨论度, 进而提高产品的销售量!

总结

总结以上,数码营销并不完全替代传统行销。两者方面皆有优势,然而想要让企业经营得更稳健和长远,就必须两者融合,取长补短,以达到线下与线上的融合。

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