The marketing potential of the Internet has been proven by numerous success stories across various industries, including sectors like paint, ceramics, sanitary ware, doors, and windows. As we look closer to our daily lives, it's clear that large-scale companies with strong innovation capabilities, solid financial backing, and a deep understanding of branding have started exploring digital marketing strategies. For instance, self-winning consultants launched the Skynet Plan, establishing marketing representative offices in key regions such as Foshan, Shandong, Jingdezhen, and Fujian. They also introduced the "ceramic FEA marketing model," which has already secured initial cooperation with over ten companies. Most of these early adopters already have strong marketing capabilities, but their online strategies are still in the early stages. Many ceramic companies haven’t fully embraced this digital shift or are simply waiting to see how things unfold. They're unsure of where to start or how to effectively implement an online strategy. In response to this situation, Deng Chaoming developed a framework based on internet characteristics, user behavior, digital marketing trends, and industry specifics—known as the “Three Stages of Ceramic Marketing to Tap Into Internet Value.” So, what exactly are these three stages? Here’s a summary and analysis based on real-world experiences: The first stage involves promoting new products or brand-related events, introducing the internet as a communication channel, and implementing a basic digital marketing strategy. This phase typically lasts around three months and serves more as a supplementary effort rather than a core strategy. Several well-known ceramic companies, such as Zhuoyuan Ceramics, Xinghui Ceramics, Dongpeng, Eagle, Golden Rudder, Hongyu, and Mona Lisa, are currently at this stage. The second stage is about adopting an integrated FEA (Facebook, Email, and Advertising) marketing approach. The focus remains on new product launches or overall brand promotion, but the methods have expanded significantly. This includes topics, events, online activities, and a wide range of digital channels such as online media, forums, blogs, videos, instant messaging, SNS, and email. These channels are strategically combined for maximum impact, with a stronger emphasis on both communication and sales support. The duration of this phase is usually less than six months, and more ceramic companies are beginning to move into this stage. The third stage represents a strategic shift. It involves aligning digital marketing closely with the company’s overall marketing efforts. This means integrating with other initiatives like channel development, retail presence, advertising, and promotional campaigns. At this level, marketing becomes more comprehensive, targeted, and aligned with the company’s brand identity, core values, and strategic goals. Companies that reach this stage often have a more systematic and structured approach to their digital campaigns. Those who have completed the second stage can transition smoothly into the third, which offers even greater long-term benefits. Once companies complete these three stages, they gain valuable experience in leveraging the power of internet marketing. Those who lead the way may secure a significant competitive advantage. Moreover, Deng Chaoming believes that effectively utilizing internet marketing can reduce costs and improve results. For smaller enterprises with limited resources, the internet can be a powerful tool to accelerate growth and achieve rapid development. However, choosing the right marketing service provider or building an internal professional team is crucial. The creativity, strategy, and execution required in digital marketing are just as demanding as traditional TV advertising or in-store promotions. Success in this field demands not only innovative thinking but also strong implementation skills.

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July 16, 2025