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rodela358868
Apr 06, 2022
In Tenancy Information
In marketing promotion, communication channels may not be the most important, and the key to success is to achieve precise marketing to users through user portraits. Starting from the development history of marketing customer segmentation, the author of this article compares and analyzes user segmentation in the B2C and B2B industries, and summarizes the problems in the process of accurately defining users, and shares them with you. Author's note: The "customer" in the following generally refers to the object of marketing. It includes "customers" and "consumers" of B2C; "users" of the Internet; "company" in a broad sense of B2B and specific "decision-makers" and "users". Recently, I have been discussing a topic with my friends: everyone knows that branding is important and useful, but why are they trapped by the short-term curse of "the input and output cannot be quantified, and the quality and effect cannot be unified"? It's almost 2021, isn't there a way to fix this? For example, the job title email list brand invests in A/B testing, small steps of trial and error, and continuous optimization... But it seems that it is still stuck on how to judge "effectiveness". "Is it more effective to bring goods through live streaming or elevator advertising? Which one can lead to continuous purchases, keyword search or information flow advertising?…" Whether B2C or B2B, marketing deals with people, not machines, and everyone is a combination of reason and emotion. The brand is also a combination of customer psychological cognition and emotional identity. Even if there is a short-term return, it is difficult to judge whether it is good or bad for brand equity. This seems to be an unsolved problem that plagues every marketer of us. I happened to see a set of research data from abroad, which made my eyes shine: According to a report by Aberdeen research, B2B companies that provide accurate content and buying experience based on user profiling have a MQL conversion rate that is 73% higher than marketers who do not use user profiling (20% vs. 12%). That is to say, since the deadly communication channel does not work, it is better to change the angle and focus on the customer again. Through in-depth and meticulous classification of customers, accurate understanding of needs, targeted provision of products, services and content. When the granularity is finer and the understanding is deeper, the marketing efficiency will be higher. Seeing this, you may murmur, this idea is not new at all, it has been around for decades. It is true, but in the era of big data, "accuracy" has become a key word, and the customer sample will be expanded and expanded through technical means. It’s like the game of digging treasure (I don’t like to use the process of fighting to describe marketing, after all, our customers are not the enemy), if our ability to survey the location of the treasure can be accurate to centimeters, and can estimate the type, quantity, age, preservation of the treasure condition and even valuation, etc., then the chances of raising capital, mining successfully, and earning returns will be much higher. The same is true of modern marketing. If you can accurately target customers and deeply understand their needs, prioritize strategically, and be more careful tactically, the input-output ratio will naturally be higher. I call this process "accurately defining the customer," and today we're going to talk about that. 01 Customer Segmentation in the Age of Traditional Marketing In the era of traditional consumer goods marketing, Customer segmentation is a very important concept, which existed in the 1950s. "Segmentation" originates from the differentiation of customer needs. Emphasize that in the case of limited enterprise resources, focus resources to obtain competitive advantages. The classic 4P theory in marketing came into being after this (in the 1960s), to meet the needs of customer segmentation in terms of products, channels, prices, promotion, etc. Consumer goods giants (such as Procter & Gamble) have therefore developed product lines (categories) for different customer groups, and tried multi-brand strategies (the user groups of Head & Shoulders and Pantene are different), which has become an example that many companies admire and learn from. The subdivision dimensions of that era were mainly external, such as geographic location, gender, age, etc. Customer classification is also based on market research, focus group interviews, and on-site visits. In the era of Marketing 4.0, customers are increasingly pursuing personalization, and social media and public information have an increasing impact on purchases. Big data technology makes it possible to analyze data based on user consumption and behavior. At this time, the term "customer persona" used in interaction design has become a popular way of customer segmentation in network marketing, and is gradually promoted and used in the B2C and B2B fields.
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rodela358868
Apr 06, 2022
In Tenancy Information
Data exists from the day the software was born, but data is not stored and utilized on the first day. This year, the concept of data middle platform has become popular. The goal of establishing data middle platform is to integrate all the data of the entire enterprise, break through the gap between data, and eliminate the problem of inconsistent data standards and calibers. The heart of digitalization is the data center. 01 Marketing digitalization must be three-dimensional connection, BC integration, two-line deep division. Then, the front office completes the job title email list three-dimensional connection and offline deep division; the middle office completes the online deep division, online operation, and digital support; the front office, the middle office are combined, and the BC is integrated. 02 Digitization, like the user portrait, is an unavoidable topic. User portraits are the soul of digitalization, and Zhongtai is the heart of digitalization. The butt decides the head. When someone says China Taiwan, we need to understand what position he stands on. Because there are three different systems of China and Taiwan, there should be no confusion. First: the middle platform of the platform system. For example, Ali's middle platform, Pinduoduo's middle platform;Second: the middle platform of e-commerce merchants. For example, the middle stage of the three squirrels, this is the middle stage of the direct 2C;Third: the middle stage of brand owners. For example, the unified middle platform and Jiang Xiaobai's middle platform are the middle platform of BC integration. The middle stage of FMCG marketing digitalization refers to the middle stage of the third type of system. 03 From the perspective of brand owners, how do you see the front, back and middle? First: Traditional marketing has front-end (front, first-line) and back-end (rear, second-line), but there is no middle stage. The front desk is the front-line salesperson, called the sales department; the backstage is the research department, the communication department, and the management department, called the R&D department and the marketing department. In the current Internet language, there are 2B in the front and 2C in the background. Please note that the front-end and back-end of traditional marketing refer to the front and rear in terms of geography. Only offline has front and rear. Second: From the perspective of traditional marketing, platforms and e-commerce have no front, only rear. Except for the early push of the platform, all the personnel of the platform and e-commerce, from a geographical point of view, no one is on the front line or the front line, they are all in the back office, and they are all white-collar workers. Third: From the perspective of e-commerce, the front office is the one that reaches the C-side, the middle office is the one that provides support for 2C, and the back office is the one who takes care of the aftermath. For example, customer service, in traditional enterprises, is the rear, but in the e-commerce department, it is the front desk, because customer service directly deals with the C-end. From this point of view, traditional enterprises are divided into front-end and back-end by the geographical location of personnel, while the Internet is divided into front-end and back-end by the front-end and back-end of the process.
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