The operation should be refined, but how can users operate in layers?

Accurate operation and promotion have become the urgent needs of most advertisers. Then, after understanding the needs of customers, how to prepare for access and pave the way for the subsequent operation plan? Brush download volume

Previously, Coca-Cola officially introduced the post of "Chief Growth Officer", aiming at "growth-oriented, consumer-centered" and focusing on digital development under the integration of marketing business, customer service and business leadership strategy.

How to promote refined operation | How to do refined operation well?

Coincidentally, lin li, general manager of the information technology department of Procter & Gamble, an international fast-moving giant, said: Procter & Gamble has already changed its business model and mode, promoted marketing reform, and set up a data analysis team to develop a platform, focusing on the precise marketing of big data.

How to promote refined operation | How to do refined operation well?

Behind the changes in marketing decisions of big brands, there are more strategies that focus on consumers and aim at sales growth.

Precision marketing is to use digital technology for low-cost and high-efficiency expansion, integrate big data, advertising platforms and effect monitoring tools, and effectively reach the target population. The focus of advertisers has shifted from pure brand exposure to the effect of sales/orders, and the pursuit of magnitude has emerged.

How to promote refined operation | How to do refined operation well?

It is not difficult to see that accurate operation and promotion has become the just need of most advertisers. APP advertising effect is reflected in exposure, click rate, download rate, activation rate, conversion rate and many other aspects. According to different data monitoring platforms, advertisers have more detailed requirements on acquisition cost and profit realization.

After understanding the customer's needs, how to prepare for access and pave the way for the subsequent operation plan?

The teacher tried to persuade, what should I do as the first step to get the test paper? Read the newspaper, read the newspaper, read the newspaper! Grasp the basic framework of the paper to arrange the order and ideas of answering questions ~

The same is true for accessing products/applications. Based on the following aspects, the operation scheme can be traced back!

Before launching the operation plan, we need to know the promotion purpose, KPI requirements and previous product launch of advertisers. To measure the KPI required by customers, we need to refer to the operating data of the company's business, the industry average provided by the media, further analyze the market awareness in combination with brand awareness and previous product launches, and then draw a conclusion in combination with the expectations of the other party.

Secondly, closely follow the two indicators of product and market trend, grasp the favorable conditions of industry environment and policies, and find differentiation; While being familiar with channel resources such as app stores and information flow platforms, we should pay attention to new gameplay.

Access Premise: Demand Survey and Market Dialysis

Before launching the operation plan, we need to know the promotion purpose, KPI requirements and previous product launch of advertisers. To measure the KPI required by customers, we need to refer to the operating data of the company's business, the industry average provided by the media, further analyze the market awareness in combination with brand awareness and previous product launches, and then draw a conclusion in combination with the expectations of the other party.

How to promote refined operation | How to do refined operation well?

Secondly, closely follow the two indicators of product and market trend, grasp the favorable conditions of industry environment and policies, and find differentiation; While being familiar with channel resources such as app stores and information flow platforms, we should pay attention to new gameplay.

Get the core: product analysis and positioning, audience positioning, competitive product analysis.

According to the data, find the basic information of the product: & features, functional gameplay, product concept, user cognition, download/activation/use time, etc. Through SWOT analysis, the advantages and disadvantages are summarized, and the USP of the product is refined, so as to launch the corresponding product-audience positioning.