Whether you want to accept it or not, the new marketing era has come

Looking back on the development of China's electricity market, this plate has been no doubt, especially after Ali listed, China has become one of the world's most prosperous electricity business market. But why do very few people think about how to be a new guest? In fact, from our customer feedback, China's TOP20 customers are starting to have a special budget to get new customers, because they want to expand the size of the way out only new guests, but we all know that the current access to a new customer, from a single ROI perspective is beyond the income, So the new customer is very contradictory to the electric dealer, the new guest is too expensive, but whether you are willing to accept the new guest's acquisition cost, this time has already come.

So the importance of new passenger growth, there are three points. First, the balance of scale and profit must come from the cost of new customers, to be an old customer is actually very easy, can obtain a relatively high ROI, but the time a long customer growth will be weak, and if the acquisition of new customers, in the short term may bring you the promotion of marketing costs, but in the long run, want scale and profit balance, Must pay attention to the new guest;

Second, master new customers to master the future, only new customers will be new to your product requirements, so that you find out what to adapt to the changing market, on the contrary, the demand of the old customers is relatively stable, so the future from the new customers.

Third, it is realistic that if you do not become a new customer, the new customer will go to the competitor.

There are so many marketing channels to choose from, but which channel can be dedicated to new customers? You spend money in Baidu, Baidu can according to the new customers different prices charge it? Do you do TV broadcasts, can you charge according to the new guest? This is the bottleneck and limitation of traditional advertising. DSP, dare not say is now the most perfect, the most mature marketing channels, but for the new and old customers, the current DSP or do more in place.

Before how to select channels, first look at the day-to-day operation of the data, many people may only focus on the most linked to the KPI, such as order Amount, UV, conversion rate, especially some new DSP customers, may only focus on ROI, but in fact the remaining 99% of the data is the most critical.

So when it comes to big data, how does a customer need to manage the data? In fact, data management can be classified: data collection, data analysis, application, evaluation of the effect, this is a closed loop, but the reality is that many customers even data collection did not do in place, they just use GA or Baidu statistics, For them, the data can be learned, but in the end it is not helpful to the operation and the launch, in fact, few people study.

We look at two dimensions to do this, one is the use of data, the second is the advertising effect, in fact, the most original way is not to use the data, blind cast, this may be many years ago, do not pay attention to any effect, and do not pay attention to any traffic analysis, that is, before a famous saying: I know that advertising costs 50% are wasted, But I don't know where to waste it.

Next, people will care about the flow, where the money is spent, what time, but these will not cause qualitative change; Next, the customer will be on the flow of certain requirements, the requirements of these flows who, from where, quality how, so need to go to the whole network of people to find the relevant target crowd, so the effect will be greatly enhanced, But is not the most ideal, the most ideal is through the integration of Customer website user data and the whole network crowd data, so that the crowd more suitable for you, so that the most perfect.

Many people think that they already know the users of their website very well, but actually know not enough, before we have done a fast sales customers, the original price of 1300 of red wine to sell 500, the customer before doing this activity is very excited, think will be big sell, but after the event began to complain, how no one to buy, the effect is so bad, In fact, he really didn't know who the users of his website were, is to buy 500 of red wine or buy 50 of red wine, he just from their own needs trigger, positioning himself as a user, but their own characteristics is not a site user group characteristics, we still have to pass large data, See what our users are like through a systematic approach. In this way, regardless of the effect or data utilization, can be more perfect. Therefore, no data support for the new customer marketing is not reliable, no data integration of the new customer marketing is not perfect.