Before you create a website or develop a small program, ask yourself: won't it be wasted?
We pay attention to waste of individuals and families, as well as food waste, but we ignore waste of enterprises, especially waste of enterprises in digitalization.
What is digital waste? The concept of digital waste has a long history and was first proposed by businesses. About 2005, some brand companies found that more than half of advertising they invested in search and Internet was ineffective, with proportion of ineffectiveness being much higher than traditional advertising. Therefore, concept of "digital waste" was proposed. At present, enterprises one by one have begun digital transformation, building websites, entering platforms, developing small programs and live streaming, they have invested heavily in digitalization, and some losses are inevitable. Based on this, we believe that when businesses are digitally transforming, they need to ask themselves following three questions:Question 1: Do we need to create so many platforms? In context of platform economy, platforms do not become homogeneous, but diverge, and different platforms cover different emotional personalities and time periods of users. For example, when you ride subway, you are most likely viewing an article in a public account, and you can enter a small program; Make purchases on Taobao; when you go to work, you are more likely to use Baidu. search. In addition, there are more young people in Douyin, Xiaohongshu and Bilibili, more professional users in Zhihu, WeChat and Baidu, and more female users in Xiaohongshu, Jianshu, etc. Due to platform differentiation, one product and service does not fit all platforms. For example, if you sell excavators, this might be more suitable for building a website; if you sell kitchen utensils, it might be more suitable for Pinduoduo. Therefore, there should be digital waste on all platforms. Question 2. Is marketing channel appropriate for target group? A company invests in a specific marketing channel and spending, and chosen marketing channel must be appropriate for target group so as not to cause digital waste. Let's consider such a case——A coal-fired power generation enterprise, its activities are mainly to carry out coal-fired power generation projects purchased by state, and its products are mainly electricity, including electric heaters, batteries heat, etc., and company spent tens of thousands of yuan to create and optimize site. You can choose from a website template and search engine optimization. It is easy to see that public procurement will not look for information in search engines, mainly to see if official website of enterprise is authoritative. This leads to a mismatch between marketing channels and target groups, resulting in digital waste. When an enterprise stops at a certain platform and plans to invest resources in it,it should ask itself question: are there any potential customers on this platform? Will marketing activities attract? Question 3: Does putting resources into nodes work? Do you want to keep investing? This phenomenon is very common: companies ambitiously invest a certain amount of money in creation of websites or small programs. This is also ordinary waste. Therefore, enterprises need to establish investment nodes and temporary nodes for digital investment, and after reaching nodes, make decisions based on effects. Instead, before node, it turns out that there is no effect, and then they give up, which leads to a wasted effort. To summarize, when businesses want to digitally transform, they should ask themselves above three questions.