01 impact, promote upgrading, grasp the pulse of the market, private traffic into a moat for enterprises
In view of the current overall environment, Deng Chen put forward the view that although the epidemic has brought impact on offline industries, it also promotes industrial transformation and upgrading. He believes that at present, the service industry is facing three major changes:
The first change is that marketing has become a common phenomenon from offline to online. According to the data of the report analysis of the impact of the epidemic on Chinas economy and policy recommendations, under the epidemic situation, the estimated loss of offline retail industry (one week) is 500 billion yuan, forcing enterprises to start online marketing transformation.
The second change is to mobilize the enthusiasm of employees and pay more attention to the online value of employees. The number of employees working at home has increased, and enterprises have driven sales through playing methods such as live broadcast with goods, and the value of all staff marketing has been highlighted.
The third change is to pay attention to and pursue the marketing mode of high ROI. Facing the unstable economic environment, enterprises are carefully considering the ratio of input and output. A group of data from phoenix.com and CTR media Zhixun show that the cost of advertising cases in February 2020 will drop by 28.6% year-on-year, which undoubtedly affects the operation decision-making of enterprises.
From the perspective of market trend, public domain traffic is gradually monopolized and saturated, and the traffic cost is getting higher and higher. Enterprises pay more attention to the cost performance of marketing, which is bound to change the marketing track. The value of private domain traffic in enterprise marketing is more and more significant, and personal potential energy and community potential energy are ready to go.
02 one stop digital marketing platform to boost enterprise marketing efficiency
Private traffic obviously has a huge space for growth. Based on the profound insight and thinking of the service industry, Jiuqi digital communication has created a one-stop digital marketing platform for the service industry, which is more friendly to customers: the business ecology of enterprise wechat + wechat based on trust relationship and the natural social gene, integrates the four functions of customer / community management, light mall, distribution fission, and full staff marketing Data and technology can boost the efficiency of enterprises, help enterprises and users establish services with temperature, and realize the closed-loop of precipitation, innovation, value mining and marketing transformation.
At the user level, it subdivides the crowd portraits, reshapes the social relationship chain of users, and brings the relationship between brands and users closer; at the marketing level, it covers a variety of material library, content library, activity library, commodity library, etc., and comprehensively implements the marketing indicators; at the data level, it analyzes users preferences through digital process tracking, finely operates user assets, and formulates more targeted And personalized user data insight strategy; at the technical level, AI intelligence is used to build tag library, script database, task Kanban, data Kanban, etc., to revitalize private domain traffic.
03 build a closed loop of private traffic around the whole life cycle of users
The connection of private domain traffic makes up for the essential demand of enterprises to connect users effectively. In Deng Chens view, to meet the deep-seated needs of enterprises to achieve long-term growth, we need to penetrate from many aspects
Low cost, accurate customer acquisition, fast market capture and water storage for brand flow pool
With the help of the marketing tools such as activity communication tools, online drainage tools, offline channel innovation, digital push and other marketing tools provided by Pro customer, we can get through the online and offline service entrance forms of full exposure such as employee exclusive QR code, multi person business card QR code, group one code, etc., greatly shorten the customer acquisition path and monitor the communication effect layer by layer.
Lightweight mall, live with goods, social fission, increase sales
With the help of sales volume and marketing tools, it is based on AI and marketing tools to enhance the value of customers. Online light mall can automatically remind employees of customers intention to purchase products and improve the retention rate and repurchase rate; it can kill coupons and bring goods directly to attract sales; it can also stimulate social fission effect and transform flow assets into user assets through network wide innovation and distribution.
Provide temperature service for users for a long time, activate growth space
The user service with temperature is easy to reach the users inner feelings. AI assists employees to push accurately, points exchange reminder, birthday blessing reminder, and preferential activity notice to comprehensively improve user stickiness. Automatic transfer of customer consumption records, seamless connection in the whole process, customer characteristic tag records, shopping / activity participation history records, establish a more stable relationship with users, and promote the growth of fans value.
Optimize the user transformation path and establish a sustainable and healthy all staff marketing system
With the help of valuable marketing content and marketing activities, potential users will be precipitated into private target users of enterprises, and a long-term user communication and interaction system will be built to help enterprises accumulate user assets and enhance user activity. For example, marketing encyclopedia, operation strategy, marketing activity template, etc., integrate enterprise products into the marketing content, activate stock users, and tap Koc to boost brand communication and distribution.
At present, the external environment is changeable, and private traffic has been paid more and more attention. It is the way for enterprises to explore new models of user growth and explore innovative rules. Jiuqi digital communication will continue to rely on data and technology, actively empower offline service enterprises, release the industrys digital marketing potential, and explore greater possibilities for industry growth. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
At present, the external environment is changeable, and private traffic has been paid more and more attention. It is the way for enterprises to explore new models of user growth and explore innovative rules. Jiuqi digital communication will continue to rely on data and technology, actively empower offline service enterprises, release the industrys digital marketing potential, and explore greater possibilities for industry growth.