The Analysis Of Digital Marketing In American Association Of Advertising Agencies A Research On OgilvyOne Worldwide(China)

Founded by Master David Ogilvy in 1972, OgilvyOne has become the world’s leading customer engagement agency. The company came to China in 1999, made the first domestic 4A agency concentrated on one-to-one marketing.With the Silver Age of social media, e-commerce, and mobile internet (including Internet terminal) in China, advertising also comes out from traditional industry and is becoming digital. Nowadays, digital business has become the main driver for Ogilvy & Mather (China) to win growth. And on the basis of an inside and outside digital ecosystem, the company is restructuring its own DNA, which means each business unit that used to be independent run throughout, and a customer-centric digital marketing has since then been rooted in every business scope. That is to say, as a modern digital marketing agency which focused on one-to-one customer relationship and engagement, OgilvyOne is striding into the core of the comprehensive digital transition led by the group.OgilvyOne has been into real marketing level through social media, content and e-commerce. Also, the in-depth data insight, the knowledge of latest digital technology, as well as the effective platforms where make customers fully engaged, they all help to maximum the value of customer beyond their actual purchase. When an advertising company brings Part A actual sales growth or sales leads, it is more than an agency, and the fate of advertising company is indeed being changed - no longer just an executive agency standing outside the door, but a true partner or even a portion of clients.Generally speaking, most of existing study just summarize or back some best practices of particular company or success on the basis of customers and results, but few to study deeply and in detail from specific operators, that is, a digital marketing agency, so the digital marketing research still lack a certain standardization and systematization.This paper attempts to explore some rules of digital marketing for advertising company through marketing, advertising, communications and other related theory, and also expects to add theory supplement to digital marketing.In terms of research method, on the basis of theoretical research, the author takes empirical research, along with case study and internal interview, to analyze and examine the practice of selected example - how OgilvyOne conducts its customer relationship marketing and interactive marketing, what advantages or problems the agency owns.Through all above analysis, the author can come to the conclusion that which suggestions or strategy may be helpful to the present situation and digital marketing modeling.The study may of great significance in providing a reference for further digital marketing work or even the development and reform of advertising industry in the new digital age.