02.2019 Cover Story
Embrace data and make successful transformation, iCONNECT made a great leap forward in revenue
Far Eastern Magazine / Editorial Room
Ding Ding Integrated Marketing Services, a joint marketing unit of Ding & Ding Management Consultants, is the largest dividend member platform in Taiwan, with a number of points and members as its core. So far, more than 16 million cards have been issued, with an annual distribution point of 2.5 billion. In addition to stable operation, Ding & Ding Management Consultants continued to think about how to bring better service to members and partners and create closer links. As a result, two major brands, GO SURVEY Market Research Consultant and iCONNECT Intelligent Media, emerged successively, which opened a new wave of growth momentum for enterprises. This article will introduce how Ding & Ding Management Consultants joint marketing can create a big revenue leap through iCONNECT.
Deconstruction Framework Breakthrough Self
Despite the rapid development of the point market in recent years, the booming market has also attracted more competitors. In view of the fierce competition among multi-point businesses and the limitation of advertising business to traditional media tools such as DM and newsletter, the joint marketing of Ding & Ding Management Consultants has a deeper sense of urgency for transformation.
Observing the advertising trend of brand owners in various industries in the market, the development of digital advertising has become the mainstream. In the past three years, the growth rate of digital advertising has double-digit growth. Among them, the growth rate in 2017 is higher than 28%, and the market share has increased year by year, from 42% in 2016 to 52% in 2017. The follow-up potential can be expected. In addition, the demand for Big Data applications in various industries has continued to increase. Ding & Ding Manageme Manageme Joint marketing of Consultants is to think about how to start from the existing point management mode, use huge member assets, get rid of the old thinking of database marketing, try various transformation opportunities from the perspective of data marketing, in order to create market differentiation and further innovate revenue model.
In response to the trend of digitalization in the advertising market, Ding & Ding Management Consultants decided to transform to "integrated marketing media service providers". The emergence of the new economy is bound to undergo a series of challenges. First of all, the transformation of the organization must be faced, and the original advertising business team must be introduced into the analysis and digital advertising operations and integrated marketing planners, so as to meet the requirements of the new economy. Fully meet the advertising needs of brand advertisers and provide data-based intelligent marketing innovation services.
On the other hand, in order to get rid of the framework of traditional database marketing, Ding & Ding Management Consultants also constructs human-centered intelligent data by integrating member information and consumption trajectory, thus achieving three major objectives: exploring and interpreting consumption trends with data, finding opportunities, identifying potential audiences of recessive demand with market surveys, and constructing Kayou Pass. Joint efforts should be made to tap similar audiences in order to improve advertising effectiveness.
In addition to the internal reform, Ding & Ding Management Consultants joint marketing also actively expands opportunities to the outside world, adopts the strategy of market aggression and business competition, grasps the demand of advertising market, cultivates business data and digital power, and expands revenue opportunities. Among them, the attacking strategy of the customer group adopts the dual-track dividing line, with the direct customer brand as the main, and actively promotes the competition and cooperation of media agents.
Ding & Ding Management Consultants has successfully attracted digital duopoly, Facebook and Google, with the advantages of large numbers of members and trading materials. First, they have established strategic partnerships with Google, obtained professional technical support and marketing resources, and promoted online and offline data integration projects to improve advertising effectiveness. With the unique sales mode of O2 O, we take the initiative to establish a cooperative relationship with Ding & Ding Management Consultants in joint marketing. In addition to working with external partners, Ding & Ding Management Consultants jointly established its own brand, iCONNECT, to establish data intelligent marketing positioning, to provide brand advertisers with unique professional services, and to occupy a position in the digital advertising market.
Reform and innovation have never been easy. The first issue facing Ding & Ding Management Consultants'joint marketing transformation is how to reverse the established external impression of the company. Due to the fierce competition in the digital advertising market, various competing operations are becoming mature. As a market laggard, it is not easy to obtain orders and customer trust at first. In the past, brand owners'impression of Ding Ding Integrated Marketing Services is that traditional database marketing can only carry out traditional marketing operations, resulting in difficulties in the promotion of new digital advertising business in the initial stage.
Another problem is the lack of professional knowledge and experience in digital media in the initial stage, which calls for more learning and experimentation. In addition, as a backward brand, iCONNECT establishes a differentiated sales and high pricing model, which can not achieve price advantage in the competitive market of digital media in the Red Sea, and is also subject to strict scrutiny by brand owners and market.
The most competitive aspect of digital advertising operation is the effect transformation after the advertisement is put in. Therefore, "whether the target audience is accurate" becomes the biggest challenge. It is necessary to establish an accurate consumer group that meets the market demand. On the other hand, the use of offline trading materials in online advertising requires a long period of continuous experience learning and system optimization, which can not be immediately effective, but also makes the team feel pressure.
Fortunately, under the leadership of the management team, colleagues encouraged each other and set common goals to break through the difficulties of the new business model one by one. For three consecutive years, revenue has grown by more than 20%. In the first half of 2018, advertising revenue has grown by 2.35 times more than that in the same period of the previous year. In addition to the contribution of real revenue, iCONNECT is also the next city for the group in the development of data and digital media. The new digital advertising service provides brand with more diversified and complete marketing solutions to increase market competitiveness. In addition, inspired by the new model, it has successfully digitized the traditional DM and newsletter into traceable data trajectory. It is worth mentioning that the joint marketing of Ding & Ding Management Consultants is also more diversified, expanding from retail cosmetics to finance, parent-child, automobile, sports, leisure and entertainment, fashion, health care and other industries, and using points to develop integrated marketing. By alliance with Facebook and Google, we can accumulate online and offline trajectories, collect more data, and apply it to advertising operations. We can not only replicate the successful model to the same industry and cross-industry, extend the customer cooperation cycle, but also help to develop other business opportunities, and create greater benefits for groups and brand owners in advertising operations.
Faced with the changing consumer environment, Ding & Ding Management Consultants joint marketing is expected to become the most knowledgeable brand of consumers. In the future, it will continue to cultivate Big Data, create accurate marketing capabilities, maximize the value of data, and create a win-win situation for card pals and business partners.
