Five major changes in marketing thinking

Five major changes in marketing thinking

In this era of mobile Internet, marketing is experiencing rapid technological change and thinking collision, so what are the specific changes? Let me tell you something!

I. E-mail+Starting with E-mail

E-mail is a mature digital channel in the marketing ecosystem. With the development of science and technology, e-mail has become more advanced, far beyond? Traditional category. If enterprises are still concerned about how much revenue the mail channel can bring, then how to use mail marketing may be far from enough. In today's world, e-mail marketing is no longer a closed channel, but an open ecosystem, connecting ubiquitous clients. If you haven't realized this, it may mean unpredictable losses in the future. The birth of Email marketing ecosystem from Email+ is due to technological innovation and more social media and mobile applications need to log in through email. Its natural ID attribute and mature operation in data collection, analysis and management make it a multi-channel viscous lubricant.

Secondly, automated marketing reduces labor costs.

In order to succeed in marketing activities, marketers need to spend a lot of energy to create, interact and optimize activities to meet specific business goals. Although many functions are becoming more and more automated, many enterprises are still using primitive manual methods and outdated tools. For example, your team needs to spend countless hours manually sorting out a lot of data, creating reports and other tasks; Manual filtering and processing of spreadsheet data from different systems and programs wastes valuable resources? Manpower, and increased the possibility of human error. Smart marketers, as companies and bosses hope, are not immersed in boring jobs with low commercial value, but are good at using today's new technologies and marketing models, replacing low-value and inefficient jobs with new software and tools, tapping greater marketing potential with intelligent and automated technical software tools, and focusing their time on key areas such as strategy and mobile.

Third, intelligent marketing platform.

Of course, Email+ provides a shortcut for marketers to quickly integrate marketing channels. But not limited to this way. Some marketers have no special accumulation in mail channels, but they do have more needs in business and customer marketing, and the marketing channels are more dispersed and complicated. For example, Webpower often receives inquiries from customers: How to combine popular DSP advertisements with marketing automation? How to reach users by email and advertisement through email address? How to set up the process in advance and automatically trigger the follow-up marketing activities according to the user's behavior? Although these requirements seem almost harsh and excessive, there is no shortage of technological product innovation in the marketing field. If you are willing to try, these requirements can still be well met. At present, the advanced intelligent marketing platform developed in the market, based on multi-channel data sharing, big data analysis and intelligence, has been able to automatically push the whole network content in mainstream users' touch-screen occasions, such as email, SMS, programmed advertising, WeChat, APP and so on. Marketers should not only pay close attention to the latest technology and product updates in the industry with keen eyes, but also have the courage to try emerging technologies and tools and effectively measure and evaluate their value to enterprises.

Fourth, APP pushes messages and information in the station.

According to the data of Localytics, in 20 15 years, the retention rate of APP users in China dropped from 27% to 18%, and 37% of users only used one APP once. China is experiencing the rapid popularization of smart phones and the improvement of 4G networks, and the number of apps has exploded, but it also faces the problems of high unloading rate and poor activity. In this regard, marketers have been trying to optimize APP and personalized marketing by using tools such as email and application message notification, and have adopted some key strategies to optimize the user experience, so as to make all downloading users active and activate inactive users. It is indeed an effective means to let users choose to allow push notifications. Generally speaking, almost 50% of users choose to allow applications to push notifications. However, it also faces difficulties. According to a survey, 52% of the respondents said that the interference of pushing messages was annoying. Marketers should learn to find smarter ways to persuade users to choose to receive push messages. For example, let users actively experience the application for a period of time, and then ask them to receive push messages, including providing interactive content that matches users' interests and needs. Usually, the first 30 days for new users to download the app are the most critical period, which is related to users' long-term interaction and retention.

In addition, as a perfect tool to guide users to understand the most valuable part of the user's application, the message in the application site is also an area that marketers need to focus on. Relevant data shows that 27% more users started the application of sending messages in the station. Once users see these messages, they are more likely to use the application frequently. However, marketers still need to change their previous thinking, don't always send mobile advertisements and junk pop-ups, and adopt content skills such as event triggering. Just like e-mail, if the APP pushes messages and information well in the station, it will create greater value and user retention.

Verb (abbreviation for verb) data validity and completeness

It is estimated that 40% of the data today are inaccurate. There is no doubt that clean and accurate data is very important. Before the data is captured and imported into the system, marketers had better learn how to process the data and verify its effectiveness. In addition to deleting the most basic duplicate or invalid data, adding and updating customer contact information and preference data by using data services and tools, and maintaining the accuracy of advanced data analysis and data matching, data can be applied to multi-channel customer interaction. The management of forecast data is the direction that marketers need to pay special attention to. At present, there are many new tools based on statistical analysis models in the market, such as machine learning, data mining, analysis of current and historical facts, and prediction of future results. Forecast data can tell you a lot of important information and provide insight for your decision-making, such as who is the most likely potential customer and who is the most likely to buy. This model can capture many relationships, risks and opportunities hidden under the data surface, so that you can make more informed decisions.

;