Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15–17, 2024, Changsha, China

Research Article

Research on the construction of digital marketing grid for enterprises

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  • @INPROCEEDINGS{10.4108/eai.15-3-2024.2346174,
        author={Bo  Pan and Xiaojing  Zhang},
        title={Research on the construction of digital marketing grid for enterprises},
        proceedings={Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15--17, 2024, Changsha, China},
        publisher={EAI},
        proceedings_a={ECIT},
        year={2024},
        month={5},
        keywords={marketing grid internet marketing marketing network grid marketing},
        doi={10.4108/eai.15-3-2024.2346174}
    }
    
  • Bo Pan
    Xiaojing Zhang
    Year: 2024
    Research on the construction of digital marketing grid for enterprises
    ECIT
    EAI
    DOI: 10.4108/eai.15-3-2024.2346174
Bo Pan1,*, Xiaojing Zhang2
  • 1: Institute of Strategic Development China Telecom Research Institute
  • 2: Marketing Department of China Telecom
*Contact email: panbo@chinatelecom.cn

Abstract

At present, enterprises are facing many challenges in the process of Internet marketing, including the problems of marketing effect is not obvious and product delivery is slow. To address these challenges, this article proposes a refined grid marketing approach. The digital marketing grid divides the market into small areas and combines precise user profiles and personalized marketing strategies to achieve precise positioning and personalized services for different user groups. This paper first analyzes the problems existing in current Internet marketing, and then introduces the basic principles and implementation steps of refined grid marketing, including market division, user profile establishment, personalized content push, etc. Finally, this article verifies the effectiveness of digital marketing grids through case analysis and provides prospects for their future development.