1. Basic role division
There are three basic roles and modes in the digital marketing model: advertisers deliver advertising content to audiences through traffic masters.
1. Advertiser
Advertisers refer to users who want to advertise and promote their own brands or products. The fundamental purpose of advertising is to increase marketing revenue. From the perspective of the model, it is divided into two types: brand advertising and performance advertising.
Brand advertiser
The audience is wide, and the product is easy to be consumed. It has the basic characteristics of being obviously universally demanded. The effect of marketing does not pursue real-time transactions. Instead, it captures the attention and vision of users and has a popular impact. The charging model is usually calculated according to the exposure rate. For example: daily necessities, food, computer mobile phones, etc.
Performance advertiser
The audience population is not high, but the audience is required to be highly accurate, very much in pursuit of the conversion effect of advertising, pay attention to real-time marketing effects, and the unit price of marketing success is high. The most typical case is the case of game promotion.
2. Flow master
That is, where there is Internet traffic, from a large perspective, for example, many websites, social applications, media streaming apps, etc., a large number of users are using and consuming, and platforms with large traffic usually have their own set of process-based advertising docking models. From a small perspective, bloggers on many platforms and self-media account owners can also be called traffic owners after they have a large number of readers' attention.
3. Audience
The core role in the digital marketing industry chain is the audience, that is, users who browse advertisements. The reason why they are called audiences is that users are usually classified according to the characteristics of the portrait and based on tags. According to the needs of the advertisement, it may be based on different ages. Various tags such as segment, region, consumption power, etc. The basic of digital marketing is that advertisers deliver marketing content to potential consumers and trigger user transactions.
Two, management platform classification
1. DSP platform
DSP is the abbreviation of [Demand-Side Platform], that is, the demand side platform, which is mainly used to simplify the complex process of advertisers and traffic channels. Under normal circumstances, the process of advertisers matching advertisements is as follows:
- Analyze the characteristics of the audience and put them separately;
- Determine the multiple traffic platforms on which the ad will be placed;
- Familiar with the rules and procedures of docking advertising platforms;
- Deploy platform by platform and analyze the results;
- Multi-channel delivery effect analysis and settlement;
The above process is complicated and long, and requires a lot of manpower and financial costs. At this time, the DSP platform came into being. Advertisers only need to be responsible for connecting their needs to the DSP platform. The DSP platform aggregates and docks multiple traffic platforms, and outputs the status of each journey of the advertising process. Advertisers can choose the traffic platform like a shopping cart and place an order. However, some platforms with user capabilities and self-built DMP systems can even provide audiences, which greatly reduces the cost and cycle of advertisers. This is the value of many aggregation service platforms.
The core problems that DSP solves: automate the delivery process, avoid crowd reinvestment, multi-party docking costs, effect analysis and settlement. Through powerful audience data analysis and effect feedback control, it helps advertisers make real-time and regular decisions, and maximizes their marketing expenses.
2. DMP platform
The DMP management platform mentioned in the article [Data Panorama Insight], integrating scattered multi-party data into a unified technology platform, and standardizing and labeling management of these data, so that users can push these segmented results to The platform in the existing interactive marketing environment. The core function is as follows: it can quickly query the data in a unified way, circle the eligible people, and generate a data analysis report for a specific scenario.
Under normal circumstances, the DSP platform may have audience data or no data. Data marketing requires comprehensive and accurate data and the ability to update in real time. As the core component of digital marketing, many companies with a large number of users have their own DMP system. , Platforms that really hold a large amount of audience data usually have higher pricing power, and will also set up their own DSP platform or dock with multiple other DSP platforms to make the data play a higher value.
In another case, advertisers have their own users, which may be a large number or a small number. If the number of users is large and has the tagging ability, it can be promoted directly through the DSP platform. If the number of users is small, they can use the DMP platform to expand as seed users. The amount is pushed to the marketing platform, and different ways will affect the marketing cost.
3. Basic collaboration mode
The basic process model is as follows. Note that the specific ownership of the DMP platform here is uncertain, but from the perspective of the model, it is necessary to use a conceptual platform such as DMP to perform label analysis on the marketing crowd.
- Advertisers put forward demands, such as promoting programming books;
- The DMP system screens audiences based on needs, such as programmers;
- The DSP platform pushes the audience to the traffic platform, for example: blog site;
- DSP platform receives the promotion effect, and generates analysis report and settlement;
Different marketing models and ideas have different charging standards. For example, regardless of the effect, the exposure fee is displayed according to the specified time period, the fee is charged according to the exposure, the fee is charged according to the marketing effect, or the exposure fee is low plus a commission based on transaction volume, etc.
In fact, the process is far more complicated than described here. For example, the DSP platform needs to analyze which users have not been reached and need to be placed on other channels. When the advertiser’s marketing expenses are not consumed, if the feedback effect is used for secondary data analysis and For marketing again, the patterns and thinking here are worthy of careful consideration.
Three, marketing model
1. AB customer group test
AB test is to make two (A/B) or multiple (A/B/n) versions for the Web or App interface or process, and in the same time dimension, let the composition of the same (similar) visitor group (target population) ) Randomly visit these versions, collect user experience data and business data of each group, finally analyze and evaluate the best version, and formally adopt it. It is used to verify whether the user experience, market promotion, etc. are correct, and the general engineering test is mainly used to verify whether the software and hardware meet the design expectations, so the AB test and the general engineering test belong to different fields. Advertising optimization may be the most common application scenario for AB testing, and the results are also the most direct. Marketers can use the AB testing method to understand which version of the advertisement is more favored by users, and which steps and steps can be taken to attract users more.
2. Marketing type scenarios
- Active marketing, the company proactively initiates communication or marketing reach to specific groups of people;
- Trigger marketing, which triggers preset marketing rules in real time based on the customer's behavioral characteristics or changes in characteristics;
- Periodic marketing, initiating marketing reach and communication with specific groups of people according to a fixed cycle;
- Anniversary marketing, marketing reach and communication triggered by a set time point;
- Scenario marketing, visual marketing scenarios, specific interest scenarios, demand scenarios, purchase scenarios;
Familiar with a variety of marketing methods or scenarios, combined with the needs and characteristics of the business, analyze the state of the customer group is most likely to promote transactions through marketing, and continue to analyze and optimize strategies.
3. Marketing channels
Omnichannel
The customer groups that exist on the Internet may reach and interact in omni-channels and marketing models, so look at different marketing effects based on omni-channels. Because the characteristics of users in different traffic channels are different, it is especially important to analyze the effects of different marketing methods under different channels. important.
SMS marketing
Usually DMP platform will provide a complete SMS marketing plan, from SMS template setting, real-time dynamic assembly of content, directional timing sending, real-time monitoring, and effect evaluation.
App message push
App push is a very common marketing method. Usually, a lot of push messages may be received in a day. According to the analysis of the app usage of the customer group, the advertising content can actively reach customers through message push, and accurate one-to-one message push can be carried out. , And supports such functions as push message management, dynamic content, regular targeted push and delivery effect monitoring.
Email marketing
Email marketing generally targets existing customers of advertisers. Nowadays, many spam emails will be directly blocked by email platforms. Therefore, it is relatively suitable for marketing to existing customers of advertisers by integrating email arrival rate, feedback rate, and unsubscribe management analysis.
Fourth, the source code address
GitHub·地址
https://github.com/cicadasmile
GitEE·地址
https://gitee.com/cicadasmileData Insight Business Series
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