The most significant change in marketing is the integration of sales and brand building.

In recent years, most people have come to realize the profound changes brought about by digital innovation.

Just a few years ago, digital marketing was often seen as a dispensable or insignificant part of a marketing plan. Many marketers totally ignored the changes that had already begun.

Avoiding change is human nature. Marketers seem most reluctant to change.

Of course, not everyone is like this.

However, we can understand that it is difficult for enterprises to completely abandon the proven marketing matrix and view the world from different perspectives.

These changes are proceeding slowly, far slower than consumer changes.

In many areas, we find that the core audience of a brand is much more online than TV viewing time, but TV media expenditure still accounts for more than 90% of the media budget, while online media expenditure is less than 1% of the media budget.

This is not only ignorance, but also a waste of money.

Why don't you try to reach your audience as much as possible?

Now we are only talking about online advertising. Imagine what will happen in a few years when all channels will be digitalized.

Different perspectives can help to mitigate the changes that businesses need to take.

Of course, the general rules of marketing still apply in some aspects, but how to make marketing changes.

This is not just about media choice, but also because consumers no longer choose the method used by the previous generation. The consumption of media is radically changing, and the role of brands in people's lives is changing.

I firmly believe that brands will be more important in the digital world than ever before. In the digital world, everyone can be everything and consumers have the ultimate control.

The brand provides the direction and guidance for consumers in the segmented world; brand provides trust and consistency in the rapidly changing world; brand is more and more beneficial to the world. Consumers in this world not only want to consume, but also want to make the world better.

Another major change in marketing in the digital world is the integration of sales and brand building.

The brand will become the content producer, the brand needs to produce the multi-channel content, thus touches the consumer.

In today's world, 30 seconds of TV advertising is not enough. Just doing 30 seconds of advertising is a waste of opportunity.

Consider video and consider content.

Do not consider 30 seconds, but consider 2 minutes, 5 minutes or 1 hours.

Brands should now be able to understand consumers and make relevant and attractive content.

In the past, we spent a lot of money on hype in various places.

In the digital world, we don't need to hype. We need relevance, interest and attractiveness, and consumers will come to us.

Global media planning will become an outdated term. We will need to consider content publishing (rather than media planning), consider how to make our content reach consumers, and consider how to customize content based on content publishing sites.

When using digital and instant channels, we must consider how to intercept (not disturb) consumers, how to attract them in a targeted way, and turn them into customers and propagandists.

Today, we can learn more about consumers than before. We can observe their behavior in real time without having to rely on group interviews and focus groups.

We can directly understand the dynamics of consumers and reach consumers in a targeted way at the right time.

It is great to have a complete or a majority of speculation in marketing, and consumers find brands in a more pertinent and targeted environment than before. That's great, isn't it?

Nowadays, the focus of marketing is to attract consumers, and from disturbing, often annoying marketing to pertinent and targeted marketing.

If consumers want to be treated fairly, we will treat them fairly.

Instead of facing millions of people, we are facing thousands of people, hundreds of people, dozens of people, and even a few people. We are marketing at the right time at the right time.

Is this not the ideal state for the brand?

I predict that brands and consumers will get along better than ever before, and brand building will be more relevant and important than ever.

Brands that respect consumers, innovate and benefit the world will have unlimited capital in consumers, and those brands that still want to sell and disturb our lives will disappear.