Double eleven marketing preparations for marketing closed-loop quick view

From "Hanukkah" to "double knuckleheads", this year's Double 11 will have more than a few hundred million users to participate in it? Record highs will become possible as the post epidemic era catalyzes the hotspot of "digital marketing", competing to attract the majority of the industry to jump into the fray. This new multi-play feature, combined with digital marketing, lengthens the grass-planting chain and accelerates conversion. It's not as simple as it sounds. After all, marketing has always been conceptually clear and practically complex. Of course, if you want to realize a successful marketing closed loop, you have to know what you're doing and why you're doing it. Now the requirements of marketing closed loop is a user-centered marketing system, designed to maintain a high degree of user recognition and loyalty to the product plays a big role in the purpose of improving the overall competitiveness and profitability of enterprises and customer satisfaction. For the marketing closed loop in the "data-driven" perspective of understanding in my opinion there are 5 steps, then we step by step to break down, do not be afraid, do not be dizzy, very simple: the first step: user contacts, capture the flow of traffic flow is king of the times, forcing enterprises need to think first, seize the market. In the traditional offline marketing scenarios, the market is the store, customer traffic; and in the flow that represents the sales of Internet marketing scenarios, the market is the flow. Therefore, attracting traffic is the first choice of enterprises. User touchpoints / diversion entrances can be registered offline POS terminal to become a public member, online through the enterprise micro, QR code collect customers into the membership center (including but not limited to micro marketing - coupons, sharing fission / micro mall / micro page / public number / official website / small program and third-party channels - Meituan, Hungry, Jingdong, Tmall, etc.). Therefore, the omni-channel marketing touchpoints solve the difficult problem of passive customer acquisition; grasping the online traffic dividend, combined with digital fission explosive growth of customers, and building private domain traffic. Omni-channel customer acquisition is something that every enterprise aspires to, however, omni-channel means that there will be a large amount of data swarming in the process of collection, and the data between the various channels will be isolated from each other, unable to be integrated, and the management is also relatively messy, and the presentation of the state and the results of the later analysis will also be very different. Here we recommend building marketing touchpoints at the beginning of the use of online and offline integration of customer data platform, which can integrate the original dispersed data to build a complete customer portrait, to play the maximum value of the diversion; more able to identify the channel from which the customer came, if the same customer enters the system from a different channel, but also can automatically identify and merge its identity, for the later analysis of the data. Customer behavior provides a complete and consistent foundation for customer insights. On the other hand, we have integrated the three integrated management modes of ERP, SCRM, and WeChat ecosystem in our smart retailing, which can be privately deployed or completely used by the enterprise, so that any data retrieval, setup, and viewing can be operated by ourselves. The second step: user insight - optimization analysis in the process of attracting traffic, whether we are through marketing activities or marketing advertising, the essence is to obtain high-quality customers, we through the user insight (WeChat - KOL advertising content placement, enterprise micro-guide shopping to perform the task, the exclusive guide shopping - warm service, content intelligent recommendation - personalized marketing, community operations - build the same hobby of the customer group fission) Analysis can solve the problem of low efficiency and narrow scope of user reach, after all, "there are many but not many", we should focus on finding those who can bring the most revenue, the most cost-saving customer acquisition of high-quality customers. In this way, you can be clear about which money spent out of the effect, which money is wasted, which must be optimized. Step 3: User Layering - Crowd Segmentation With the current drastic changes in consumer behavior, we need to properly respond to this rapidly evolving market in order to seize these opportunities. This requires better and more effective ways to quickly identify those high-value groups. For example, in the retail industry, for high-frequency consumption scenarios, professional service is a key point to increase customer loyalty. For example, low unit price of coffee, stationery, clothing, etc., for the same customer online and offline consumption to do label management, integration of enterprise micro and shopping guide cell phone labeling to form a customer profile, looking for similar groups of customers to screen the KOL to do fission sharing, the implementation of the refinement of the operation to enhance the service experience. The low-frequency consumption areas, given the different decision-making cycles, capture accurate customer flow will be twice the result with half the effort. For example, medium and high unit price of jewelry and luxury goods consumption, according to the library of soft (video, graphic, mall, etc.) intelligent recommendation, insight, analysis of customer behavior trajectory, the system automatically or shopping guide manually tagging visitors into potential consumers, the establishment of a 360 ° multi-dimensional portrait, customer stratification, in order to build the same customer groups, using visual marketing strategy mode for personalized precision marketing. Step 4: user conversion - operation strategy next is the user to buy the conversion of this ring, for which some people invented the KPI, some people invented the MOT, but, whether it is KPI or MOT, in the actual marketing activities, the key is still to look at the operation. When we understand the user's needs and behavioral preferences, we can know where the customer's decision point is, and can stimulate consumption with the help of operational strategies, so as to optimize the customer experience and shorten the conversion cycle. Besides, in the retail industry, there are different operational strategies for different growing lifecycles of customers. The recent silent customer base, through automated strategies to achieve customer activation. The churn warning customer base will need to be retained with strong campaigns/coupons. However, before that, we will build the customer base through tagging and profiling, or evaluate the customer base through content strategy. For the operational needs of different scenarios, we utilize SOPs to cultivate the development of long-term automated service strategies and repurchase conversion at key time points. Overall, this "one person, a thousand faces" intelligent, personalized marketing to enhance the user conversion also enhance customer satisfaction and loyalty, cost reduction and efficiency at the same time, but also greatly enhance the enterprise's service capabilities. < such as understanding the details of the operation strategy, please send a private letter small nail > Step 5: user assessment - data feedback user data assessment is a very critical step in the establishment of the marketing closed loop, through the entire marketing campaign data, the effect of the analysis, in order to enhance the results of each marketing campaign. By establishing an integrated platform for online and offline data*** enjoyment, we realize the integrated management of online and offline members, marketing products, orders, inventory and supply chain. According to the different attributes of the industry, with the help of multi-dimensional visualization report fusion of member consumption data in-depth view to the whole marketing activities where problems occur, and gradually iterative optimization, so that the marketing effect is getting better and better. Eventually create a more effective way to help companies maximize the value of the user, the enterprise better communication and promotion, so as to continue to promote business growth. To understand your customers, it's all about the board. Stay tuned to Board Nail Cloud and visit the official website for more success stories! Board nail cloud chain enterprise membership management system related system features ↓ ↓ can apply for a trial ↓ ↓ Board nail cloud intelligent retail operation system - apply for a trial image from the network, infringement, please contact to delete.