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\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n
The problem with digital marketing is ultimately an organizational one<\/p>\n\n\n\n
On March 14th, at the first CMO Growth Summit held by China Europe International Business School, guests from academia, platforms, brands and agents spoke freely on the topic of “brand growth”. Among them, “global marketing”, as the marketing component of Alibaba’s business operating system, became a frequent word in everyone’s mind.CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
As the founder and promoter of global marketing, Alibaba Group Chief Marketing Officer Dong Benhong also gave a concluding speech in the afternoon. He compared the digital transformation and upgrading of the brand to a journey of truth or dare, and shared his three words of truth about the digital transformation of the brand.<\/p>\n\n\n\n
Truth 1: “Data technology can unleash tremendous business value and certainty.”<\/h3>\n\n\n\n
Dong says few brands doubt the value of data anymore, but there is still a wide range of ideas about how much value data can unlock. As a platform, Alibaba can see how different brands use data for marketing, and there are already a lot of brands using this new power to identify demand, create demand, and generate growth.<\/p>\n\n\n\n
In his view, digital transformation is not a zero-sum game, because data technology has broadened the boundaries of the stock market, market share is not equal to market stock, some brands have found a new blue ocean through data, stimulate innovation energy, start to meet new demand and bring growth.<\/p>\n\n\n\n
Truth 2: “If your brand hasn’t yet felt the power of digital transformation, the pain point may come from your organizational structure.”<\/h3>\n\n\n\n
After recognizing the great value of data, brands are more or less exploring, but why doesn’t innovation and explosive force happen in every brand? In this regard, Dong Benhong believes that the uncertainty of digital transformation largely comes from the organizational structure. “We tend to focus too much on the data problem, the marketing problem, and I don’t think that’s the problem, it’s the organization.”<\/p>\n\n\n\n
He believes that in the context of digital transformation and upgrading, there are two models of organizational upgrading that are most effective: One is that Alibaba’s data capability is recognized by brand No.1, and the whole digital transformation and upgrading becomes a CEO project. The CEO will mobilize all relevant organizations to do special projects. He will either take the initiative himself or elect a horizontal and senior project leader to do the overall transformation. The second method is to directly redefine the organization of Marketing and sales. For example, a famous fast-moving consumer goods company reorganizes the e-commerce department. Media department and Insight department into a horizontal department under the unified leadership of the Marketing VP. Who serves as a capability team to support the digital upgrading needs of all vertical departments of the brand.CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
Truth 3: “Ask yourself, use and explore more, digital marketing will become easier and easier.”<\/h3>\n\n\n\n
For “how to land” such a very specific problem, Dong Benhong also gave their own words of truth. For example, he said, “Now people think it’s easy to use a computer. But many years ago we used to teach our parents to use a computer. But today it’s rare because they use it every day.”CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
Alibaba launched the business operating system, and global marketing as a marketing component under the system. The original intention is also so, the platform’s capabilities continue to simplify, into an orderly operating system. “Users have to use, at this time, just like using a computer, things become simple.”<\/p>\n\n\n\n
In addition to being versatile, Dong also emphasizes that CMOs need to brainwave two types of people within the organization — one is the CEO, who uses the power of the organization’s number one position to improve the overall digital competitiveness. The other is the brand’s insight team, which finds more and more growth opportunities.CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
“It’s a highly adventurous but not very risky thing.” Finally, Dong Benhong also said with a smile, the truth is finished. And the remaining ecological partners of the big adventure, brand digital transformation prospects can be waiting for.<\/p>\n\n\n\n
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$\"\"\/$ <\/figure>\n\n\n\n
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