In the era of the Internet, competition within the wooden door industry has shifted from product quality to brand positioning. Currently, most wooden door companies allocate only 20% of their marketing budget to online channels, while 80% is still spent on traditional media such as newspapers, magazines, and television. This distribution is seen by many as imbalanced. The Internet offers a vast potential for growth, yet many wooden door brands are struggling to harness its power effectively.
The Internet has made information more transparent, transforming how consumers interact with brands. Companies now find it challenging to track consumer sentiment without social media, but even when they engage, they often face an overload of noise and negative feedback. This shift has disrupted traditional brand strategies, requiring businesses to rethink their approaches and embrace innovation.
Historically, the "funnel model" was a dominant framework in marketing. It suggested that consumers moved through a series of stages—awareness, consideration, and purchase—with traditional advertising playing a key role in guiding them. However, this model no longer fits the digital landscape where consumers have fragmented attention spans and access to multiple touchpoints.
Today, consumers are less influenced by traditional ads and more reliant on peer reviews, social media influencers, and online communities. For high-involvement products like cars or real estate, the Internet plays a crucial role in shaping decisions. Traditional media can’t keep up with the speed and depth of online research, making the Internet a powerful force in reshaping marketing strategies.
Internet-based brand marketing offers new opportunities. Instead of overt advertising, content-driven strategies are becoming more effective. Brands can blend public relations with advertising, creating subtle yet impactful campaigns. Through blogs, videos, micro-films, and interactive platforms like Weibo, companies can tell compelling stories, showcase products, and engage directly with consumers.
In this new era, the focus must shift toward building meaningful relationships. Wooden door companies need to create user-centric experiences, integrating their websites with social media, e-commerce, and community platforms. A well-designed website isn't just a marketing tool—it should be a hub for engagement, education, and interaction.
Moreover, events and brand activations can generate buzz and media coverage, helping companies build visibility. While strong products remain essential, having a voice in the market and attracting attention are equally important. As the digital world continues to evolve, the wooden door industry must adapt to stay relevant and competitive.
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