User Marketing in the Internet Age

Digital brand marketing management expert. General Manager of Black Forest Brand Marketing Consulting Company, Professor, Deputy Director, Secretary-General and Researcher of capital university of economics and business China Brand Research Center. Founder of "Art" brand, expert of brand China industry alliance. "The symbol of the 30-year plan for reform and opening up". The founder of "subversive marketing" theory has more than 20 years of industry experience. In the industry, it is famous for its keen insight and solid execution. With profound academic background and rich market experience, he has a rich understanding of brand strategic management, marketing innovation, regional economy and tourism brand building. Zheng Xin 'an said that only a solid and practical management strategy can solve the market dilemma, and only a local strategy with an international background can realize China's dream of becoming a big enterprise brand. He is a visiting professor in Peking University, Tsinghua University and Beijing Institute of Technology. Columnists of nearly 40 professional websites, such as Business Review, Successful Marketing, New Marketing, Merchant of China, Sina, Netease, Value China Network, China Marketing Communication Network and Global Brand Network, have published nearly 5 million words and more than 0 monograph/kloc-0. The core point of view is different marketing perspectives, using traffic to find users, retaining users with content, sticking users with products, improving user experience with data, circulating users with services and encircling users with brands. Where is the way to get customers in the era of user traffic? Brand, Content and Conversion Rate The user experience of the three marketing tools "Internet plus marketing", "big data plus marketing" and "community plus marketing" in the era of mobile Internet is king 1. Full chain, full link, implementing user experience II. Platinum rule 3 for creating the ultimate user experience. Managing users rather than products "Different Marketing Perspectives: A Frog and a Horse" is viewed from the boss's point of view. Why do many bosses think "perfect" product marketing, but consumers don't buy it at all? Because the boss's products only understand the products created from his own perspective, the result is often not the products that consumers need. Therefore, the intersection of the perspectives of buyers and sellers is of interest to everyone, which meets the needs/goals of both parties, and the input-output ratio is naturally the highest. This is called marketing perspective. Although from this perspective, the answer to what the photo is saying may not be a frog or a horse, this answer can guarantee a win-win situation. First, clarify the business problems of enterprises (rather than the wishes of leaders); Second, put the enterprise in a big market environment to find opportunities; Third, find a differentiated advantage that can compete with competing products; Fourth, accurately locate the most scientific influence channels and connect brands/products with end consumers; The fifth is to find the intersection of their own needs and consumer needs. With the migration and spread of users and the change of sales channels, this new marketing technology model makes the traditional marketing routine completely ineffective, and new methods, new technologies and new means are eliminating the aging marketing theory. Visual layer: the description of visual layer is usually expressed directly by Demo (such as page size, color, font, font size, etc. Interface layer: interactive layer, such as the way the text in the table is aligned with it. Interactive error prompt. Copywriting layer: Are all kinds of tips and copywriting 4C still effective? Do you still have the product? Of course. What about the channel? It became O2O. What about promotion? Promotion is communication, communication is channel, and communication is sales. What about the price? Sure, but is it still the main thing? It's just a label. What matters is the method. Why does traditional marketing fail? I tell you, there are no other complicated reasons? It is because the consumption scene in the era of mobile Internet has changed. Note that the scene is important, not the scene. Look at the most important scene in our lives. Almost everyone can't escape What is this scene? It's a scene where everyone is holding a mobile phone. Mobile phones have shifted us from real life scenes to life and work scenes of various apps. Community, content, scenes and links become the new 4C marketing theory, which describes the trajectory and motivation of users' consumption behavior in the APP era. Only by understanding these key points can we do the correct marketing in the era of mobile Internet. Wechat is social, and you can also pay or shop. Ali pays, sells, provides services, anything. JD.COM is engaged in e-commerce. Selling things is the main thing. He can do other things. Almost all platform enterprises cut off users with one function, and then expand its other services. When we have the habit of users using a platform, users are basically stopped by the systematic nature of this platform. BATJ is the largest passenger flow location. Today's headlines, Meituan and Didi are all newly emerging, and they are all further diverting people. Become a dam to intercept users. From 4P→4C→ new 4C, product thinking, customer thinking and community thinking have their own traffic communication. Because of the differences in product thinking, customer thinking and community thinking, the channels for providing value to customers are also different. Product thinking emphasizes ubiquity and seizes more terminal exports; Customer thinking is based on customers' buying habits, providing convenience for customers and choosing the most effective outlets, thus reducing channel costs. Community thinking is to let customers have a sense of scene substitution and experience the fun of using it when shopping. Promotion → dissemination → linking All products can be changed, all ideas can be shared, and all effects can be traced back. Users queue up at various traffic portals to enter cmnet. Economic growth slowed down. In the first half of 20 18, cmnet economy entered a "new normal". Although the growth rate has gradually slowed down, it is still 3.25 times of GDP. The growth rate of the overall user scale of cmnet continues to narrow, but new traffic pools are being tapped. The scale of active users of cmnet has gradually increased to 1 1 100 million, and the basic logic of new retail is that it only increased by 20 million in the first half of 20 18. From Ali taking the lead in putting forward the concept of new retail, to the entry of traditional enterprises and network giants, the war with fresh food as the core has intensified. The basic logic is: Ali, who started from clothing and other American industrial lines, and JD.COM, who started from home appliances and 3C, all defined the category as "eating" with "freshness" as the core in the process of traffic conversion. Mobile clients become the dominant traffic. People get news information through the client, life group purchase information through the group purchase App, and daily communication through social tools such as WeChat. And realize short video entertainment through Aauto faster and Tik Tok. Online and offline channels have been gradually opened, and all aspects of people's food, clothing, housing and transportation can be completed through the mobile Internet. This means that the mobile Internet has become an important channel for enterprises to connect with audiences and conduct marketing. In addition to BAT (Baidu, Ali, Tencent), mobile apps such as TMD (Today's Headline, Meituan, Didi) have also become new portals for enterprises to traffic on the mobile side, and at the same time, they have gradually replaced the PC-side traffic dominance such as Baidu and become the new owners of the mobile Internet. Traffic is the user's online traffic, generally defined by PV (number of views) and UV (number of independent visitors). Different from offline traffic, online traffic sources can be roughly divided into three types: enterprise-owned traffic (official website App, WeChat, CRM, etc. ); Media content traffic (media, self-media); Advertising purchase traffic (all kinds of advertisements, such as search bidding, information flow, video patch, etc. ). Brands can transform high ROI traffic, occupy channels, and brands occupy people's hearts. Pay equal attention to subsidies and brands, and let brands form a moat. CPC (charge per click), CPL (charge per customer's retained information) and CPS (charge per product actually sold), compared with others, the traffic generated by brand launch will have higher ROI (input-output ratio) return. Growing honker and honker is the aggregation of three roles: marketing, product development and data analysis. Growth, as the sole goal of APP marketing, is to achieve the maximum growth by the fastest method, that is, the lowest cost and the most efficient means. App store list optimization: improve the ranking of app in the general list/classification list and hot search list; App store paid promotion: app store Precision Advertising (CPD/CPC); Media exposure of application evaluation: original evaluation is published to mainstream portals and vertical media; Information flow advertisements: Super application advertisements such as WeChat and Today's headlines; Mobile advertising alliance promotion: launching in-app advertising (CPA/CPC); DSP advertising effect marketing: accurately locate target users through DSP advertising platform; SEM marketing of mobile search: the establishment and improvement of official website seo optimization, encyclopedia, question and answer and other search engine brand information; Open the SEM promotion of mobile search, and launch advertisements such as keyword screening, creative production and bidding management. Marketing AARRR with AARRR growth mode is a growth mode to increase the operation of honker APP. AARRR refers to: acquisition, activation, retention, income acquisition and self-dissemination. AARRR model is not only suitable for App marketing, but also the basic process of Internet marketing. The first step is to acquire users. Acquiring users is the first step in running an application. The purpose of brand building, promotion and marketing of all enterprises is to win customers and attract new customers. The second step is to improve activity. The scene of many users using the product for the first time is actually very passive. How to stay active is the key work. The third step is to improve the retention rate. "Users come and go quickly" is a big problem facing APP marketing. For example, a product with 100 customers can retain 10%, and if it can retain twenty or thirty people, it is an explosive product. Therefore, on the basis of good product experience, it is very important to improve the user retention rate. The fourth step, the realization of income acquisition is the core part of product and marketing. The fifth step is self-communication. Self-communication is the word-of-mouth effect we want to form. When users feel fun, interesting and profit-driven, they will spontaneously share their products on social media. Acquiring users is a traffic portal, improving activity is a surprise moment, improving retention rate is a product value, achieving revenue acquisition is a brand value, and self-communication is a brand amplifier. In sharing, users find users to share benefits, give back to old users, recommend rewards and attract new users. For example, Facebook found that the early user loss was very serious. In order to avoid further expansion of user churn, Facebook added a page at the back of the logout process. When the user wants to leave, the system will read the five people who have the closest interaction in the buddy list and ask, "Are you sure you want to leave?" Many users who are ready to log out are worried that they will never see these friends and their status again, and their hearts will be softened and they will stay. After this page was launched, it didn't cost a penny, and it reduced the loss of Facebook by 2% in one year, leaving 3 million users. Wechat and H5 share fission customers for the second time. Pull up a new "one more bottle" to transform seed users, fission motivation and share the choices of interested seed users. 1. Product users with high activity and great influence; Second, the number of seed users is higher than the quality; Third, seed users have the ability to feedback product suggestions; The use of user welfare subsidies. Creative, scene-integrated content and interesting gameplay; Second, give back to users in batches, form the habit of receiving benefits continuously, and form a strong traffic conversion force; Third, the power of users' self-communication; Share the satisfaction of interest 1. Interest is one of the sources of motivation for sharing; Second, talk about the initiative of capital and the natural display of brush existence; Third, the stock is increasing, and the high frequency band is low frequency; High frequency: advertisement, product trial, electronic coupon, free audition and trial. First, transform the welfare frequency and make good use of existing users; Second, low-frequency users can transfer introduction methods and user recommendations; Third, the formation of user self-recommendation; The way to get customers in the APP era: entrance robbery. The first is the sense of existence among various users: see me in a blockbuster; Second, small programs, H5, watermelons and other live super portals carry passengers; Third, the formation of user self-recommendation; Fourth, the props in the entertainment drama get customers; Brand is traffic. From the perspective of traffic pool, brand is not only an endorsement of mental possession and trust, but also a huge traffic pool, and the brand is not on the opposite side of the traffic pool. Therefore, I want to add an important point: brand is traffic. Brand is traffic. Through attention and "fans", you can get a steady stream of traffic. The cost of branding may be high in the short term, but based on the lasting memory of the brand, the reputation of "fans" and the social attention of star brands, the brand cost will decrease marginally or even return to zero. By then, even if the enterprise reduces a large number of brand advertisements, it will have a steady upward trend and become a successful, mature and harvested brand. Traffic is customer Baidu, traffic pool = search engine+encyclopedia+library+Zhihu (common sense traffic pool realized) Tencent, traffic pool = pat +QQ+ game+WeChat (communication traffic pool realized) Ali, traffic pool = Taobao Tmall+alliance+Alipay (financial traffic pool realized) positioning is the dam of traffic. Good positioning is always clean and tidy, and advertising slogans are impressive and can also save enterprises. Poor positioning, _ _ picky, unclear features, empty head, users can't remember, and enterprises themselves can't tell. The most terrible positioning is not user demand at all. Overestimating the market or misjudging the market, product and brand positioning are tragedies. Good positioning is like building a dam to stop users. Socialization is a dam, payment is a dam, and the content is a dam. (Contents include video, live broadcast, Weibo, micro information, etc.). You need technical support to develop a unique portal. Wechat has become a social giant, and its sticky products cannot be surpassed. Even the newly born bullet short message is only improved in speech recognition, and its comprehensive use remains to be experienced. Wechat carries people. Of course, it has also become a breakthrough in marketing. There are seven ways to transform the user portal, mainly including brand, conversion rate, WeChat, event marketing, headline category from media advertising, live broadcast and BD. The specific performance of entrance traffic is to turn the brand into traffic, find users with logistics, retain customers with content, and reach a deal with users with conversion rate. This is the latest way to get customers in the era of mobile Internet. The essence of content marketing is value exchange. The essence of content marketing in digital marketing strategy is value exchange. Please don't equate content marketing with "soft text" or "product placement". Actually, it has nothing to do with soft text and product placement. Because the latter does not provide value to the audience. The purpose of content marketing is simple. The mission of your content is to build the trust of your audience. Your content doesn't need to include your product introduction, you don't need to mention your brand name repeatedly, and you don't even need to take pains to remind users "Let's help". All you have to do is convey that we are experts in this field, so we can make such content. You don't need to buy our products, and we will also give you professional advice. We can help you in time when you need help. You don't have to doubt our quality and ability. We will teach you how to test, taste and evaluate. The specific performance of portal traffic WeChat is huge portal-level traffic. Weibo platform is the drainage entrance of live broadcast. Now it has become the first window for enterprises and individuals to release official news. Specifically, for example, the recommended position of the home page of the live broadcast platform App, banner graph display, App open screen push, list banner information, and Apppush. Network celebrities will use their own publicity channels, such as big V, shops, post bars, "fans" groups, etc., for pre-marketing and publicity. "Hammer of vision, nail of language" and "Hammer of vision, nail of language". Good symbols can mainly stimulate people's perception system (vision, hearing, smell, touch, etc.). ), people have a strong impression of association. Among them, vision and hearing are the two most important symbol forms. In the rise of social networks, intrapersonal communication and self-communication are very important. If users find it fun, interesting, or profit-driven, they will spontaneously share products on social media. The core of self-communication is whether the product itself really meets the needs of users and generates value. From self-propagation to acquiring new users, the product has formed a spiral upward trajectory, and the user group may have explosive growth. It can be seen that in AARRR model, acquiring users is the traffic entrance, improving activity is the surprise moment, improving retention rate is the product value, realizing income acquisition is the unit value, and self-communication is the amplification of communication effect. First, get the first batch of seed users. With the first batch of users, other subsequent behaviors can be completed. Bring new users with old users. Second, improve the retention rate. If you want to improve the retention rate, you should use the A/B test and MVT (Minimization Test) proposed by growth hackers to improve the retention conversion rate. Most importantly, social relationship chain is one of the important means to improve the retention rate. Eight conditions for explosive products: First, user pain points: at least one pain point; Second, just need (everyone/business needs); Third, high-frequency users (used every day); Fourth, fast consumables (high repurchase rate); Fifth, simplicity: products do not need education and after-sales service; Sixth, the customer unit price is low: quick decision-making, impulsive consumption and small payment! Scene: Experience Lake of brand 1 The scene is to experience what it looks like after I use it; Second, there is no scene that users can't feel; Third, the scene is attached; You have many skills. If there are no scenes for users to compare, you can't stimulate users' consumption impulse scenes: brand experience lake puts brand management first in the belief level, and brands solve cognitive problems. Let consumers remember and distinguish themselves from competing products (spiritual possession). Second, the brand solves the trust problem. Consumers will choose famous brands first, because they can rest assured that the wrong choice is low. Third, a more advanced brand is a kind of culture or belief, which has strong resilience and vitality.