Farewell to the simple and extensive trend of sustainable precision marketing in the digital age

New situation, new challenge, new user, new marketing

The new situation, the new pattern, the global economy is still depressed and full of uncertainty, and the internet is also a profound change in the original pattern, in the past two years, smart phones, tablets and other mobile internet equipment, as well as micro-blogging, social networking sites such as the vigorous rise of web2.0, The new user experience mode is profoundly changing the way of communication and cognition of people. People in the network with friends and family to communicate, share the joys and sorrows of each day, but also with the trust of people to explore the good and bad of a commodity. The web2.0 media, which is characterized by its circle, interaction, experience, and media, is pushing up Internet traffic to the point of exploding every year. In this context, including the traditional and network-oriented enterprises, should reconsider how to adapt to the new situation, the use of new marketing means to win new market competition, if always cling to the old, do not pass the reform, then even if you are multinational business giant alligator Nokia, Motorola, or the era of the founder of Yahoo, Kodak, will eventually encounter unbearable regret , the meteorite of the Giants.

Change is also the new machine

Fierce business competition, changing network technology, the increasing cost of enterprise, the solution of various problems are more and more clear in front of the major enterprise leaders, and for CMO chief marketing officer, the promotion of marketing efficiency is the primary strategic goal, then in the end how to complete the new situation of marketing transformation? The answer is only a "farewell to simple and extensive, to the digital era of sustainable precision marketing"!

Sustainable and accurate marketing of Chinese enterprises in the digital age

Recommended Methodologies:

Find out who your target customers are, what they are thinking, what they value, what they want, and use this to make differentiated marketing tools to impress your target customers. And through the subtle to psychological user perception, to firmly grasp the customer loyalty, and to form a reputation, promote new user recommendations. In all user-centric internet contemporary, precision marketing must be personalized, is subdivided, subdivided, subdivided, based on this for integration, integration, and then integration process.

Share solutions, practices and cases:

The department will cite a project case: W Customer (short), is a foreign trade-type wedding dress retail website, mainly based on low-cost Chinese cost advantages, to Europe and the United States through online shop to carry out wedding dress products retail, through the launch of Google ads and a number of forum posts, early gains considerable, But in recent years on the one hand, more and more domestic wedding dress peer into the foreign trade market, increasing competition, while facing Google and other major overseas promotion channels, including keyword SEO, and PPC and so on almost all the costs have been increased by a large section, so, sourcing and marketing at both ends of the cost and competition of Without change, W customers will continue to suffer both the decline in orders and revenues.

Remark: (Necessity of implementing precision marketing)

We must improve the ROI efficiency of marketing for W customers, and to achieve this, you must stop the simple marketing process as soon as possible, to promote the redistribution of resources and the promotion of the goal of locking, to establish "the European and American market wedding dress of various potential buyers" for the promotion of the target, the implementation of the subdivision of Overseas Marketing Optimization (ATMO) project, In order to strengthen the fine marketing of the flow of conversion promotion, and unit promotion cost reduction.

Note: (review next, the key steps we take)

1. Global segmentation target customer group (wedding consumer)

W customers have not really done and the consumer's own relevant global target market analysis, the only job is some commonly used with wedding products related keywords, but neglected with the consumer itself related to the needs and value analysis. This gives us a lot of difficulty and we have to recreate the subdivision table for it. For example, we spend up to 1 weeks of time, every day through the global Friends of Facebook, different regions, different consumption capacity, different languages, one by one to arrange user exchanges and research, through the constant access to friends feedback wedding dress in the local consumption situation, we finally got the relative subdivision of the wedding dress consumption group distribution.

A, younger, in love with the overseas users, pay attention to the wedding dress, but not immediately buy, but join wishlist

B, engaged female users (25+), especially the wedding will be to, the preferred target customers

C, wedding photography agencies, etc., may form a potential small B (wholesale) customers. can provide its small-scale wholesale discount.

D, star wedding dress, may produce a better market in its fans, can test the conversion rate of directed promotion is consistent with the Assumption E, fiance (male) pay more attention to price, fiancee (female) preference for personal preferences F, overseas rental wedding dress price will be greater than direct ordering, so the buyer is more than the budget for the middle income below G, Most of the men and women who prepare for the wedding will increase their interest and attention on marriage magazines, topics, television programs ...

2. Customized Personalized Marketing Solutions

A, enlarges to have wishlist the overseas parity shopping website The marketing, and on the W customer's website loading wishlist and so on user function, provides the customer to pay attention to the wedding dress in advance, and buys in the later option. At the same time home to promote this new feature.

B, the use of its powerful user positioning on Facebook, professional lock 25-29, engaged in the status of women, put ads, and set the horizontal coordinates 25,26,27,28,29 age, vertical coordinates us, UK, AU, CA country area, many groups of advertising series, Concurrent testing of CRT efficiency and conversion rates

C, for wedding photography agencies often used such as youtube,flickr, such as media, to develop target contacts, to a group of change type users to promote our wedding wholesale recommendations, and give the trade through-mail and consultation process, arrangements for contact, answers and follow-up inquiries

D, for the European and American star Wedding style, produced a website topic, at the same time through Facebook and other fans homepage, to how the style of the Star fans advertising, and the use of the star wedding photos as a temptation strategy

E, for male users, put the ads focused on product price advantages, for women's users, then demonstrate our wedding products to women's soft and extreme picture

F, for the middle class and ordinary families concerned about the social, life, entertainment, family topics such as content and soft wen marketing.

G, for the European and American Wedding, marriage online topic discussion and media, such as targeted marketing measures, including advertising, article delivery, well-known column writers cooperation, posting, etc., at the same time in Facebook,twitter and other media to pay attention to this topic related user groups and interest-loving lock.

......

3. Establish a comprehensive data feedback, analysis and decision-making mechanism

For all the above a-g and subsequent subdivision of the group, and so on, at the same time monitor cpc,cpa,ip total, bounce rate, access viscosity, behavioral orientation, hot page landing and a series of data, and based on data, analysis, individual segments of the personalized characteristics of the verification, At the same time master the complete list of which communities generate the maximum ROI.

4. A/B testing, perseverance optimization

To the 3rd position, the first round of the precise marketing plan was completed, immediately into the second round of precision marketing optimization, that is, to remove the inefficient ethnic groups, the efficiency of the ethnic groups, marketing and further subdivision and personalized projects, and further explore which of the two-level subdivision of the better quality, this process will enter the existing process and track, Complex and heavy workload, this is no longer in-depth introduction,

5. Forecast the next potential customer market, launch a new round of accurate attack ...

Future, we will continue to do for the W customers accurate marketing advice, and with the help of this project experience, for its development of more detailed long tail new market, related work has been launched.

Project experience on implementing precision Marketing:

W Customer site overall traffic although no larger increase, but including conversion rate, access viscosity, the next single quantity and so on have been significantly improved, due to the abandonment of some channels, and the original marketing channel only adjusted the subdivision of investment, so the overall investment budget has been reduced, so that we help W customers improve the marketing return on investment, And all this is the effect of precision marketing.