The secret of fine marketing of the ring tones

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In order to enhance the music business, operators set up a central music platform, the introduction of the whole song download, now there are more new music business, such as SMS search, voice search, color words, such as magic sound, there is a business is the color of fine marketing.

In fact, since the introduction of the 03 color ring business Since the launch, the operation has been more extensive: the active push down mass did not subdivide and discriminate users; TOP10 recommended track to allow users to narrow the selection of the user to meet the needs of the long tail content. Therefore, the establishment of a fine marketing system is essential.

The theoretical basis of the fine marketing of ring tones

The fine marketing of music is mainly based on two points in theory:

1. Music and music are related, is the supermarket goods, like the goods placed in the city, seemingly random, in fact, is carefully designed. Music is the same, like a song people, often also like B songs, on the show that A and b the correlation between a higher degree.

2. Users should be broken down according to different dimensions, such as: custom channels, custom time, content preferences and so on the finer the user points, the more accurate recommended songs, recommended the more accurate, recommended SMS will not easily cause users to launch.

The three main indexes of operating ring tones are permeability, activity and loyalty. Low activity, poor loyalty is a major feature of the ring tone. For a long time, operators too much attention to business penetration, the emphasis on the number of open accounts, ignoring the user's use of business activity and loyalty, the lack of personalized marketing to meet the needs of users, resulting in a period of business stagnation, color ring users high into the high. Retaining old customers and activating silence users should be the focus, and research has shown that when a user abandons a business and lets him use the business again, the cost is to discover a new customer 1.5 times times more than 7 times times as much to retain a customer.

The Color ring service has a user silence curve, the user from the open to the unsubscribe often conforms to the silence curve law. Data show that users in the first 7 weeks of the use of the ring, the most obvious decline in activity. In 15 weeks (about 3 months), the rate of withdrawal rose fastest. The ring tone business itself cannot hear, need to remind appropriately. "The average user's song-changing cycle x0.8= the best time to change the song", at this time timely reminder to the user is the best opportunity, if the reminder too often, users will be disturbed, if the number of reminders too little, it will cause waste.

Three major ways of fine marketing

1, Fuzzy matching

The traditional thinking is that the user sent the search message must be accurate, and the reality is not so high level of user operation, so to accommodate the user rather than the machine. The principle of fuzzy matching is to use colloquial language to write text messages, but also to customize and replace the ring tones. For example, download "Thousands of miles away," can be "thousands of miles away," or "I want to download thousands of miles away," or "I want to download Jay Chou's thousands of miles away" can be found. In addition, the establishment of artificial seating, fuzzy recognition and artificial combination, if still not successful, the system automatically in the form of a report to collate output, by manual processing.

Less than 50% of the message content exactly matches the ringtone name. Fine marketing platform also set up song error correction system. For example, search "Autumn does not come back", the wrong written "Fall back", "Autumn will not come" can be matched to the song.

Each additional step will drain 20% of the business. It takes several steps to popularize the ring tones in traditional thinking. For example: "Do you want to open the ringtone function?" ”。 The user first questions "What is the color ring?" The system replied: "The ring bell is ..." and the precise marketing approach is straightforward: "Would you like to replace the phone ringtones with the following: 1, Shanghai Beach; 2, auspicious sambo; Direct reply number can be

2. Business Intelligence

The use of data mining, analysis and prediction of user preferences and habits to targeted personalized promotion. Changed the current ring tone to promote the "TOP10" mode of track recommendations, to achieve long tail. This is actually a music recommendation. But can not copy the Internet Music recommendation mode. The music recommendation mode is divided into two modes of personalized recommendation and socialization recommendation. In wireless is primarily the application of socialization recommendations.

User behavior Analysis: According to the user's download path, divided into Web sites, SMS, artificial, IVR four user libraries, different user libraries in different ways to remind.

User Preference Analysis: According to the user's existing ring-tone library, divided into fashion, nostalgia, comedy, classic music, foreign language, military six theme Bell Library, will also be based on more data for clustering analysis and correlation, there are more themes of the Ring music library.

User Prediction Analysis: The prediction is based on the business intelligence as the core, generate the song relevance degree of the database, the formation of predictive sales data.

3, User reports

Data analysis of user-customized records to grasp and partition user needs. Statistics user's consumer's reason, analyzes each load channel the proportion, as well as the song type and so on data. To a certain extent, value-added business products to promote the predictive, and further realize the related value-added services in parallel sales. There is the promotion of time optimization model. The principle is that a few days a week is the highest customization rate, there is a peak day, choose the most appropriate time to push will improve the success rate.

So, fine marketing to the business can rise to how much? To do fine refinement marketing earlier Hangzhou network company as an example: their operation in Zhejiang Unicom, since 2006 April, the Color ring fine marketing system to bring the download fee, accounting for about half of the total, about 30 to 350,000 each month, the system brought about about 1 million of the download information fee. Through the content-driven marketing approach, the new opening ring users around 80,000, accounting for the total number of new registered users about 20%.

Anhui Unicom Operation: Before the opening of the business, dazzle the bell users around 900,000, monthly download information costs about 300,000. After opening the business, the download fee is: July 06, 0 yuan; August, 40,000; September, 100,000; According to the growth situation, the monthly download information fee is expected to be up to 200,000 yuan.

    Color Ring Fine marketing work is divided into two, one is to improve the content of the color ring users change the frequency, improve the color of the user's ARPU value. Second, the development of new users, improve business penetration rate. For the color ring business, so far, the most effective marketing means is actually a mass, but the user can endure the number of times is limited, so the data must be accumulated and analyzed to improve the utilization of mass, reduce the harassment of users. In addition, fine marketing can not solve the problem of less development of new users. Color ring business Development to today this stage, to be developed customers are price-sensitive people, the development of this population, on the one hand, the need to do some packages on the tariff to reduce the user's sensitivity to the charges, in addition to reduce the transmission cost of sales information, that is, viral marketing. How to make a user's mobile phone bell sound to the popular tipping point effect, is a new topic, in this respect to go faster companies, has embarked on this aspect of research. Some time ago, a company in Hangzhou put forward the idea of combining the advertising ring to promote new songs, but also a good direction.