The relationship between user experience and precision Marketing

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The so-called precision marketing means to provide appropriate information to the appropriate users at the right time and in the right space. As you can see from the definition, to achieve precision marketing must meet the "five appropriate" conditions, any one of these conditions is wrong, the result will become annoying to users of spam information, so that users feel uncomfortable, on the contrary, if the simultaneous satisfaction of "five appropriate", the result will give users pleasure, improve the user's welfare, User-friendly life, to solve the needs of users, even if the "advertising information" has become the user's love. So good user experience can achieve the effect of precision marketing, not high user experience can only become a dislocation of marketing; at the same time, precision marketing can bring users a better experience, on the contrary, dislocation marketing can only bring users a bad experience, so the two are complementary relationship.

After understanding the relationship between the two, we will analyze how to achieve precision marketing, so as to bring the user a good experience. We know that: to understand the needs of users accurate precision marketing is the best way, so, how to achieve understanding of the needs of user precision? User behavior analysis becomes an important way to understand the needs of users ' refinement.

First, we analyze the user's "personality" behavior. Here the personality behavior analysis mainly refers to through the user's related personal information, the personal information, the uploading information, writes the article and so on the information carries on the system analysis (we respect each user's privacy, all analysis excitement all through the system carries on the processing, the artificial behavior, does not involve the personal privacy), Through the analysis of personal information can accurately understand the preferences and needs of each user, so that through the system to provide users with the solution to meet the needs, which will become the community's best profit model later, especially the true name of the community such as Facebook, so want to achieve precision marketing, Full use of WEB2.0 technology is the best solution to understanding the "right people" and "appropriate information".

Secondly, we analyze the behavior from the user "search". The "search behavior" here refers to the "keyword" that the user concerns, analysis of the user's behavior trajectory can effectively understand the user's "heart of Consumption" and "consumer demand", to understand what the user at what time the content of the page, so as to achieve accurate marketing to provide understanding in the "appropriate time", the appropriate space and Appropriate information "conditions. As a result, the site's enhanced keyword settings, search capabilities, and personalization are the solutions for achieving this information.

Finally, we analyze the user "interaction" behavior. "User" interaction to a certain extent to experience the user's network of connections, so, it is to a great extent affected by this interpersonal network environment, therefore, we can through this "interpersonal network environment" for marketing, shaping an environmental culture, so that its mutual influence, in improving the marketing communication rate, Realize the user's interactive marketing, strengthen the marketing effect; therefore, the website in the product design should consider the user can be convenient and efficient interactive communication.

Of course, the above analysis is only from the concept of analysis, to achieve precision marketing, to provide users with a good user experience, the need for more than each link to the systematic design and the establishment of systematic indicators, and combined with sociology, consumer psychology, psychological, and other scientific analysis of the professionalization of the processing.