[±»½ûÖ¹µÄÓû§]

How to sell intelligently? More sharing on the Internet is mainly focused on how to help enterprises to complete marketing digitization, but just completing marketing digitization can not better solve the core goal of reducing marketing costs and improving marketing efficiency.Next, True-E Canada Digital Marketing expert Jenny Mei will tell you more about it.

The author believes that digitization is only the basic capability characteristic of the marketing platform, and what is more important is to further complete the precision and intelligence of marketing on the basis of marketing digitalization, so as to help enterprises to better reduce marketing costs and improve marketing efficiency. therefore, "precision and intelligence" is the main pill to cure the disease of "increasing income without increasing profit".

To build an accurate marketing platform, we need to achieve a finer functional granularity in the product design of the marketing platform.

After all, it only requires the marketing platform to pursue a wide range of functions in product design, and in the end, it can only get a "big and complete" and "flashy" marketing platform, which can only write ppt to report "hoodwinking" the business side, so that the business side who does not know the truth mistakenly thinks that it is very powerful, and can not better achieve accuracy.

The most basic thing to achieve precision marketing is to design the function granularity more finely in the user profile module.

In terms of user portraits, we need to enrich user tag types, user tags and tag atoms (data items included in user tags). User tag types refer to demographic tags, business tags and behavior tags, while user tags refer to specific tags such as gender, age, income and marital status included in demographic tags. The tag atom refers to the data items included in the marital status, such as unmarried, divorced, married and so on. Only by dividing the granularity of the user profile into finer, then we can better divide the user groups more accurately according to these granularity, and carry out more accurate marketing for some user groups.

In terms of user portrait product design, we need to pay attention to two design principles:

Applicable principle: we need to enrich user tag types, user tags and tag atoms according to the actual use scenarios of the business. For example, some products / applications do not need to carry out user group marketing according to the marriage situation of users at all. Then we do not need to add tags such as marriage status. After all, too much collection of user information will cause users to worry about disclosure of privacy. For enterprises, it is also done invalid label division work.

Minimum principle: since we want to do accurate marketing, we want to have a detailed understanding of the users. For example, if the income tag is only divided into three atoms: 0-10000 yuan, 10001-50000 yuan, 50001 yuan and above, when we need to do marketing to people with a monthly salary of 0-3000 yuan, then we can only use people in the range of 0-10000 yuan, which will lead to 3001-10, 000 yuan in addition to those who reach our target population of 0-3000 yuan. This will harass the crowd of 3001-10000 yuan and increase the marketing cost.

So we should design the options under the tab as minimal as possible, such as breaking down revenue into 0-3000, 3001-5000, 5001-10000, 10001-30000, 30001-50, 000 and above. It is emphasized here that it is not the principle of "must be minimum", but the principle of "minimizing as much as possible". Directly let the user enter his income so that the user portrait center can get the exact value of the user's income (such as 3001 yuan, 6666 yuan) to get the minimum / most accurate income. But in actual product design, this is sometimes not realistic, after all, let the user tell the product / application his specific income, which makes users worry that they are too fully exposed to their privacy and do not have sense of security.

Therefore, in the process of product design, we should meet the principle of minimization as much as possible, and minimize the label atoms as much as possible without causing great trouble to the users.

Of course, the specific construction of user portraits can also be explained, but in this article, it mainly introduces the thinking / principles of product design. If more readers are interested, the author can talk about the specific landing plan for user portraits.

The realization of intelligent marketing is mainly to design the function more automatically in the automatic marketing strategy module and marketing report module. At present, some marketing platforms only achieve the improvement of marketing efficiency in the marketing process, lack of intelligent design before and after marketing. The following author introduces the core demands of product design in the marketing process:

Before marketing: before marketing, marketers will analyze the marketing plan and make decisions to determine the marketing plan. At the product design level, the automatic marketing center can analyze according to the marketing goal and crowd, and intelligently recommend this marketing strategy according to the completed marketing strategy. Marketers can reduce the process of analysis and decision-making and directly adopt the marketing strategy recommended by the marketing center.

Marketing: in marketing, marketers need to improve marketing efficiency and constantly optimize marketing strategies. In terms of product design, the automated marketing strategy center not only focuses on improving marketing efficiency, but also needs to pay attention to intelligent optimization. The author suggests that it can provide the ability of intelligent marketing, automatically stop the marketing strategy or adjust the marketing strategy automatically.

For example, marketing objectives (such as conversion rate) can be set in the marketing process. For example, when the marketing triggers 20% of users, the marketing center finds that the actual marketing conversion rate of 20% of the sample users is much lower than the preset target marketing conversion rate. Then you can intelligently stop the implementation of the current marketing strategy, or intelligently implement other marketing strategies that can achieve marketing goals. This ability to intelligently / automatically adjust the marketing strategy can automatically stop / adjust the marketing strategy to avoid losing the marketing cost and not reaching the marketing goal.

After marketing: after marketing, marketers need to analyze the effectiveness of the marketing program that has been implemented to help optimize the next step. In the aspect of product design, it is necessary to provide the ability of automatic marketing report, and there is no need for marketers / data analysts to analyze the marketing effect.