The transformation of enterprise structure must not lose in digital marketing

The epidemic accelerated the integration of enterprise online and offline, and promoted the development of enterprise digital marketing. As an innovative model, digital marketing is optimizing multi-source data. With the help of intelligent technology, it actively realizes wide area data utilization, accurate user access, and agile closed-loop marketing, and continues to promote intelligent marketing.

1、 Digital marketing faces overlapping opportunities

Under the policy environment of the state's strong support for the construction of digital technology facilities and the cultivation of digital ecology, agricultural machinery enterprises began to use digital technology resources to actively layout the blue ocean of digital market and form new competitive advantages.

National policy support. A series of national industrial policies have been issued successively, providing strong support for digital development ecology. In 2020, the State Council issued the Opinions on Building a More Perfect System and Mechanism for Market based Allocation of Factors, proposing to accelerate the cultivation of data factor markets and promote the open sharing of government data. The State Council issued the Implementation Plan on Promoting "Empowering Intelligence with Data on the Cloud" to Cultivate New Economic Development, pointing out that it is necessary to build a digital enterprise, build a digital industrial chain and cultivate a digital ecology. The National "Fourteenth Five Year Plan" just proposed to accelerate digital development, promote digital industrialization and industrial digitalization, and promote the deep integration of digital economy and real economy. All these have brought multi-dimensional favorable space for the digital transformation of agricultural machinery enterprises.

Fully enabling technology. Cloud computing, big data, artificial intelligence, edge computing, Internet of Things, 5G, blockchain and other emerging digital technologies have been continuously developed and matured. The technical foundation of "computing power+data+algorithm" has been comprehensively consolidated, which can create the operation logic of "dynamic perception, real-time analysis, scientific decision-making, and accurate implementation", form the digital development trend of digital technology, digital decision-making, digital experience, and digital ethics, and reconstruct the industrial operation system. Continuously drive intelligent marketing. Constantly shorten the distance between the enterprise and upstream and downstream users, help the enterprise to accurately optimize the marketing elements of "people, goods, market and content", and comprehensively improve the marketing efficiency.

Active layout of enterprises. At present, digital marketing of agricultural machinery enterprises of different enterprises is going through the stages of exploration and trial, partial transformation and mode innovation. Specifically, small enterprises are faster than large and medium-sized enterprises, and dealers are faster than host enterprises. According to incomplete statistics, 50% of enterprises in the agricultural machinery industry have planned or started to build an analysis system covering customer data insight, content creativity management, marketing intelligence delivery, customer relationship management and marketing effects. Operation management focuses on promoting ERP system, process automation, intelligent supply chain, intelligent manufacturing, online platform, online customer service, etc. The marketing services are actively arranged by means of carriers such as live delivery, e-commerce, customer management, precision marketing, and digital channels. Efforts are made to make public and private domain traffic, online and offline scenes, and internal and external data accessible. Centering on the formation of a user centered marketing ecosystem, the traditional marketing model is gradually changed. Some dealers in the northeast region began to be deeply bound and interdependent, focusing on building a smooth and in-depth integration of live broadcast system and business system.

The terminal responds positively. The user's use of mobile Internet is deepening, and the user's consumption and experience mode has become irreversible. Since 2021, the duration and frequency of APP use have maintained double-digit growth. According to statistics, users aged 40-50 have the highest proportion of interested users, while users aged 51-60 show higher interest preferences. The post-75s/80s generation has stronger product consumption potential. With the arrival of the popularization period of agricultural machinery products, the low growth rate and the change of consumer psychology have led to more prudent decision-making and more complex paths for users to purchase cars. Tiktok and Kwai linkage video tools are favored by end market users. From the perspective of KOL distribution characteristics, Weibo and Tiktok have high KOL concentration; Kwai waist KOL+grassroots is the main force of platform creation. Short videos have become the main tool for product promotion. Direct broadcast e-commerce has begun to involve agricultural machinery products, and some categories have performed well after the epidemic situation has eased.

2、 Difficulties to be solved in digital marketing

The outbreak of the epidemic has had a huge impact on the normal economic development. The marketing of agricultural machinery is faced with the pain point of difficult customer acquisition, follow-up and transformation. Influenced by the multi-dimensional overlapping factors of objectives, resources, talents and demands, some enterprises are faced with the dilemma of "difficult transformation and difficult development".

The positioning of strategic objectives is vague. Some agricultural machinery enterprises have not formulated digital marketing strategies, staged resource allocation and development goals, unclear top-level design, and lack of promotion steps and work initiatives. Due to the lack of strategic, organizational, operational and other all-round changes and corresponding personnel support, the development path is not clear, the development vision is not clear, and the division of authority is relatively vague. Some enterprises lack systematic thinking on digital strategy, and often only carry out partial digital transformation, which is difficult to play the overall effect. In practice, the application of digital marketing means mostly comes from the pressure of market competition.

The supply of medium and high-end talents is insufficient. The lack of digital talents has become the biggest obstacle to promote digital construction. First, the enterprise lacks the thinking of digital talent demand, and fails to keep up with the market situation and deploy the talents needed for digital marketing in advance. Second, it failed to establish a rich digital talent training and introduction plan at all levels. The training and use of corresponding talents are lacking, and the talent reserve is insufficient. ICT employees in agricultural machinery enterprises generally account for less than 1% of the total employees. It lacks the reserves and application experience of cloud computing, big data, artificial intelligence and other knowledge, and can not integrate emerging technologies with business well. The human resource management is not clear about the exploration risk, investment return and other incentive and constraint mechanisms for existing technicians, and the value is difficult to quantify.

The resource input is seriously insufficient. Enterprise digital marketing transformation is a complex system project with a long cycle and large investment. From software and hardware purchase to system operation and maintenance, from equipment upgrading to human resource training, continuous capital investment is required. From January to June this year, the reason why the industrial position of the tail enterprises of large and medium-sized tractors and harvesters has been significantly adjusted is that they are subject to digital marketing. Although the digitalization awareness of middle and tail enterprises is obviously better than that of head enterprises, most enterprises face the pressure of survival, and the investment in digitalization transformation is far from enough. The investment proportion of more than 50% enterprises is far lower than 1% of sales revenue. The informatization level of some agricultural machinery enterprises still stays in the aspects of word processing, telephone contact and face-to-face conversation, and the popularity of basic big data, enterprise cloud, digital conference, etc. in enterprises is still not high.

The terminal demand is uncertain. Any lack of organization, capital, talents, ecological support elements required by marketing digitalization will make it difficult to match effective resources and capabilities with the development trend. Some enterprises believe that the establishment of ERP, SCM and CRM can fully support, but in fact, this is still far from the goal of marketing data. It is easy to cause that we do not master the development trend of digital marketing at the macro level, and do not know how to optimize enterprise resources and capabilities. In the middle view, without understanding the industry competition, especially the digital marketing construction investment of major competitors, especially when emerging enterprises begin to build a new marketing model with full scene coverage of users, full link data collection, full domain user insight, and full channel precision access, enterprises can always be passive before transformation. From a micro perspective, users are still accustomed to the traditional offline transaction mode, and do not know the willingness of users to learn about information through short videos, e-commerce and live broadcast in one click mode to understand their needs, purchase machines and services.

3、 Constraints of digital marketing

Digital marketing of agricultural machinery enterprises is a systematic project. Although most enterprises are willing to make digital transformation, there are still many factors that check and balance each other in the process of promotion, affecting the promotion of digital marketing construction projects.

Conflict between long-term and short-term goals. The construction of digital marketing requires the joint promotion of the value chain and long-term investment. Influenced by the current business objectives and supporting resources, some enterprises are difficult to give consideration to long-term development and have not formulated a marketing data development plan. The main concern is that the long-term investment will affect the current business performance, and the traditional marketing methods, existing technologies and resources under the general environment can meet the basic needs in a short period of time. The marketing personnel can not adapt to the needs of digital marketing transformation, which has constantly delayed the process of digital transformation. Some enterprises just hope to achieve short-term goals, and worry that the digital transformation will affect the channel and their own management mode and interests. In the short term, they will vacillate and retreat without seeing the improvement of operation, leading to the failure of transformation. In the field of application, there is no planning from the level of enterprise development strategy, and most enterprises are simply trying in stages.

Restriction of local and overall interests. The integration of multi-source data, the construction of multi-dimensional labels, and the realization of panoramic insight require the overall construction of the enterprise, and any partial link off the chain will restrict the overall effect. Some enterprises themselves hope that digital marketing can bring about local optimization, cost reduction and efficiency increase for enterprises. Instead of operating from the overall perspective, they are mostly in the stage of local transformation. Their practice remains in the stage of exploration and trial. They believe that changing the traditional face-to-face publicity and communication can basically meet local requirements. Restricted by the traditional offline dealer network pattern and subsidy model, online sales regions, service capabilities, benefit distribution, and subsidy settlement bring about multiple benefit adjustments, and they are unwilling to make adjustments. There is a lack of introduction, training and establishment of digital marketing talents at all levels. Most enterprise marketing personnel are mainly senior high school and below, and they are unwilling to adjust and are not good at transformation.

Conservatism and innovation have multiple impacts. For any enterprise, there will be risks if there is innovation, and new development opportunities will be lost if there is no innovation. Especially now, digital marketing has been standing at the important juncture of industrial upgrading. It is feared that the stability can be maintained in the short term, and conservative thinking has become the biggest risk for enterprises. Some enterprises have encountered new problems without in-depth analysis and regular research, only looking at superficial phenomena, lacking due industrial acumen and market insight, and lack a strong sense of innovation in work. They lack the courage to solve problems, are unwilling to sort out the problems left over by history and accumulated data, and do not conduct market-oriented resource adjustment. They are still used to understanding problems in the old way, and lack foresight and disruptive thinking to correctly study and deal with them.

Passive and active are mutually restrictive. Some enterprises are accustomed to the backward push from the market, lacking the active thinking of solving problems and finding. The most typical way is to do nothing without arrangement and plan. When encountering problems, they do not actively solve problems, or even affect the income of employees who actively find problems. Some units do not have the incentive and restraint mechanism in place, lack the overall layout and promotion of performance, and do not play a performance incentive role for active actors. Some traditional enterprises still regard "friend type" cooperation as the standard for evaluating business personnel, and pay less attention to the development of digital marketing. As a constraint of internal and external factors, the initiative can sometimes occur. Although the implementation of digital marketing has become urgent from the perspective of enterprise and client, it is difficult for enterprises to promote the initiative development.

4、 The Construction of Digital Marketing

Due to repeated epidemics and intensified homogeneous competition, digital transformation has become the top factor to promote enterprises to obtain first mover advantage, which is increasingly recognized by enterprises. As an important link, digital marketing is promoting the reshaping, reconstruction and reconstruction of the supply chain of the industrial chain, creating new value growth points.

Do a good job of top design. Digital marketing requires all-round reform and coordination in business philosophy, strategic planning, organization, operation, etc. It is necessary to seize the rare window period, do a good job in top-level design, stabilize the current, base on the future, define goals, refine steps and implement responsibilities. We should have a precise insight into the industry development trend, potential market segments and users' core needs, and rely on intelligent technology to tap new market increments for enterprises. Achieve the rigid layout of benchmarking advanced competitors, optimize the layout in combination with ourselves, and solidify development according to needs. Based on the trend of customer life cycle value management, panoramic data real-time collection and security sharing, and global intelligent development, promote the development of intelligent marketing, realize the development of marketing mode from extensive to intensive, and comprehensively improve marketing efficiency and business growth.

Optimize development resources. Insist on making up for weaknesses, optimize and integrate resources, and build the competitive advantage of enterprises. Fully optimize and use the established ERP, SCM, CRM and other digital resources, and fully coordinate the development of digital marketing. Increase the input of digital resources to meet the needs of phased digital construction. Integrate Alibaba, Baidu, Toutiao, Tencent and other digital platform resources, integrate Internet search, live broadcast e-commerce, social networking, promotion and other ecological resources as well as AI/AR/MR/VR technology, avoid forming information islands, data chimneys and development barriers, enable enterprise market research, product research and development, product promotion, customer management, sales channels, transaction management, after-sales service and other sectors, and maximize competitive advantages.

We will focus on talent development. For the construction of digital marketing team, it is necessary to change the traditional employment methods of enterprises and establish an incentive employment mechanism that can meet the needs of enterprise development. We will build a rich digital talent training and introduction system at all levels, build an attractive incentive and restraint mechanism with market-oriented remuneration as a reference, recruit high-end ICT leaders and technical teams that meet the needs of enterprise digital transformation, and ensure that they are recruited, effective, effective and sustainable. Increase the training of talent team for digital marketing design and use to form a "talent pool" to meet the needs of market competition. Improve the organizational structure and professional posts, and focus on training and using managers who can formulate digital marketing plans, optimize and innovate the resources needed. To form a competitive employment mechanism under the market economy to ensure the continuous influx of high-quality employees.

Do a good job of multi-party coordination. The company's digital marketing can help enterprises connect internal business and external terminal customers, distributors, service providers and other development elements. It is necessary to optimize the fragmented data of all links involved in internal and external marketing, smooth the knowledge, experience, methods and other operating processes inside and outside the enterprise, and achieve multi-party collaboration, promotion and win-win. On the competitive level, we should give full play to the comprehensive advantages of host enterprises, drive dealers to work together, do a good job in the appreciation of grass planting and drainage, and increase marketing empowerment. Carry out online promotion, re optimize online sales, service layout, benefit distribution and subsidy settlement methods, and improve the enthusiasm of end dealers and users. Integrate and optimize the platform, KOL, and brand resources to give play to the overall competitive advantage.

On the whole, the digital marketing of agricultural machinery enterprises is in the stage of "stepping forward", and the leading enterprises have not yet formed a stable position. For any enterprise, it is difficult to gain new development advantages without digital marketing opportunities under the homogeneous competition mode. Facing the future, it is necessary to continuously increase the input of digital marketing resources and cultivate competitive advantages, so as to obtain new value increment.