In an interview with 21st Century Business Review, Professor Jiang Qingyun from Fudan University School of Management, pointed out that the consumer decision journey has not changed much despite the fashionable marketing models. However, interaction and communication have indeed become more significant, and the buying behavior is no longer the end of marketing.
Professor Jiang believed that in the internet era, anyone that can be influenced is deemed as a “user”. Therefore, “user operation” sometimes equals private domain traffic operation.
Typical pitfalls for companies trying digital marketing are attaching too much importance to the traffic, and blindly following the trend of putting fancy technologies in use. Professor Jiang emphasized that it’s always essential to hold on to their own values and capabilities and find the right digital marketing strategy accordingly.
Professor Jiang reminded the managers that in the process of digital marketing, three abilities are indispensable: the ability to build one’s own judgments and make changes when confronted with difficulties; the ability to empathize with customers; and the ability to create a truly pleasant user experience.
