How do affiliate marketing work in the data age?

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"I World Network business note" Large data era, fashion marketing means very much. But Li Chuntian, who participated in the 7-day chain hotel establishment and credit card rental management, believes that membership marketing is still classic and never obsolete. In this article, he gives a set of methodologies for member marketing in the data age.

Wen/Li Chuntian

From the marketing point of view, we are simply divided into customer marketing and membership marketing, the difference is that the former only need to deal with the agreement is enough, the latter not only need to know who the customer is, but also to know its consumption potential, demand. Member marketing is a "wanted", to have the desire to buy people find, direct hit, precision marketing.

Compared to customer marketing, affiliate marketing is more valuable and more systematic.

Who do you need to marketing?

Membership Marketing is only a means, without its own soul, it needs to be driven by the values and ways of thinking of the management team to bear fruit.

Affiliate marketing focuses on the overall marketing model layout. In my opinion, the market is granular, enterprises do not expect to do the business of all mankind, as long as their own market particles are brought back enough. This 7 days Hotel has been very successful, they clearly know their target customers who, and then made "wanted", targeted, selected and informed the customer publicity.

Contract is the second key of affiliate marketing. Consumers want to know which product is the best, and find a brand worthy of their own trust. The contractual nature of affiliate marketing can help customers and enterprises to establish a sense of belonging, the potential binding force to facilitate the integration between members and products, members of the merchant's expectations are also locked through the contract.

To take the popular route, the hope that the larger coverage target market for the positioning of enterprises, membership system is undoubtedly the lifeblood. The mass consumer market now has roughly two ways of affiliate marketing: first, to find people with consumer demand, the direct development of their membership, the enterprise at the same time to analyze and find ways to stimulate their consumption; the second is the enterprise in the ordinary customers have been consumed, to find willing to repeat the consumption of people, tell customers to become members can enjoy the relevant treatment. Now most enterprises tend to go to the ordinary customers directly into membership of this shortcut.

Rank and behavior: two major systems of affiliate marketing

The preset conditions of membership marketing system construction are divided into two systems: hierarchical system and behavioral system, which are the two wheels that drive affiliate marketing and constitute the framework of affiliate marketing.

Grading system by grade, customer's consumption contribution, purchasing power and so on, this kind of construction method is suitable for the product line is longer, the product level is rich enterprise, the hotel profession has many successful cases. In addition, some enterprises have a single product, you do not need to grade, you can use the digital era of communication between people convenient, to the concept of consumption to divide. The current Swiss car rental is not a grade, but to make a Community system, so that each promotional program on a community has a common people have a greater appeal.

In addition to the hierarchical system, member marketing also needs to carry out the construction of membership behavior system. The behavior system can be divided into four sub systems: attribute system, active degree system, purchase behavior system and emotion system.

Attribute system can help enterprises to quickly lock down the core consumers. Take Rui card Car rental For example, according to market granularity, our customers more than 70% is the age, male majority. Then you can put the "man" as the core of marketing "wanted", around these characteristics of the crowd to do a series of marketing promotion.

The emotional system is another dimension worth paying attention to, and it is the focus of the behavior system, including the product refund, complaints and other members of the label. There may be 99 people who are dissatisfied with a complaint, but not all consumers will reflect on the business. We address a customer complaint, in exchange for the possibility of retaining the 99 customers behind it.

Filter, describe, analyze, and then give your marketing plan

Two system is finished, the member system is invigorated. The purpose of member marketing is to analyze the stock members, the development of incremental membership. To form a closed-loop member marketing department, you need to do four things: first, to filter out loyal customers; second, describe the contours of these customers; third, analyze their behavior and emotional similarities; Finally, look for behavioral data to make business judgments and develop marketing solutions.

Among them, filtering, describing the user is the most basic work. For example, I used to talk to people who said that the core user of the Swiss car rental is cock wire, industry third party data show that the short rental car rental market, the income of 10,000 yuan in the number of young people, but they are the most dynamic people. Cock Silk dominates the Chinese market and consumer culture, in the Cock Silk Group expands at the same time, some of them in the future become tyrants, the cock silk sentiment is invariable, this kind of sentiment affects the future tyrants.

In addition, the value of analyzing member system data is very high. We analyze the commonly used evaluation indicators to activate membership rate, loss of membership rate, trading share, back to purchase rate. A very common model is the refined Management evaluation model (RFM model), which answers three questions in the model: the most recent purchase date, the number of purchases, and the total contribution amount. For the data to carry out a series of multi-dimensional assessment, you can consider the Membership System Status, guide the next step of affiliate marketing management.

Big Data age, fashion marketing means a lot, but I think member marketing will never outdated. Large data communication tools are the boosters of affiliate marketing. The spring of member marketing is just beginning, the real Chaoyang era has come.

(This article is originally contained in the new marketing, by I World Network Business editor, reprint please indicate author and source)