Post-Epidemic B2B E-commerce, Combination of Communication and Marketing, Content Marketing Becomes Mainstream:

Traditionally, in the traditional function, Marcom needs to be in charge of both Marketing and PR, but the former is oriented to sales support, with the output of sales leads as the core index, while the latter is brand building The former is sales-support oriented, with the output of sales leads as the core metric, while the latter is brand-building oriented, with the number of media reports, social media influence, etc. as the core metric.

But with the acceleration of enterprise digitization, the line between the two is becoming increasingly blurred in today's big data-driven enterprise development. And the emergence of epidemics and heavier business pressures have led to a gradual convergence of the two functions. Or in other words, under business pressure, the intangible value presented by PR in the past is increasingly required to be expressed in digital form to more directly meet its ultimate goal of supporting enterprise sales.

With such a trend, we suggest that Marcom's look at their functions in an integrated way, no longer as separate marketing campaigns, digital marketing and PR communications from each other, but rather combining them and advancing them with a holistic view of content marketing.

KPIs determine everything, and PR infusion becomes a reality:

Under the epidemic, the most immediate pressure on Marcom is that everything is KPI-driven, and the KPIs are more direct, clearer, and purer. In the past, those relatively vague, or relatively indirect indicators are no longer applicable, the ultimate goal of marketing communication is very simple, that is, leads, leads, leads.