In his best-selling book "The Fifth Discipline", Peter Senge mainly introduced the fifth discipline of "systems thinking". The system thinking method has three basic components: continuously enhanced feedback, repeatedly adjusted feedback, and time lag. Its ever-increasing feedback is actually to strengthen the closed-loop theory, which has many case applications in business management. The "Matthew Effect " in economics and the " compound interest effect " in finance are the results and phenomena of using "closed-loop thinking" presented.
For example, a person has accomplished many things and achieved certain achievements, thus obtaining positive feedback from the outside world, so his self-energy continues to improve, so he accepts more challenges and accomplishes more things, and then his energy becomes stronger and stronger. This is a closed loop of one's success.
Another example is that for an author, he built a set of innovative methodologies in a certain field in the book and gained recognition, thus establishing a personal brand through publishing books and methodologies, driving customer resources through the personal brand, or having There are more chances to succeed in business practice through its methodology, and the success of business practice helps it bring stronger personal brand influence. It's about closing the loop on personal branding, methodology and business practices.
So how to understand and practice "closed-loop thinking" in marketing? My new book "Global Growth" specifically elaborates on three aspects:
01 Public Domain-Private Domain-Public Domain Channel and Traffic Closed Loop
Open the marketing funnel from the public domain , obtain large traffic, reach people on a large scale, and then deposit user data in the private domain, incubate clues, operate users, accumulate private domain user data, and help users gain insight Brand owners can more accurately find their defined target groups in the public domain , improve user reach efficiency, and reduce precise reach costs. Among them, the brand's data and accumulated private domain user insights play a key role.
From the public domain to the private domain and back to the public domain, through the decentralized marketing activities of various consumer contacts that break the boundaries of online and offline, public domain and private domain, iterate the enterprise's global marketing methods and methods, and form a " consumer -based and Customer-centric " full-link omni-channel marketing closed loop, which is about the closed loop of channels and the closed loop of traffic.
02 Closed loop of marketing management
If the closed loop of channels and traffic from the public domain to the private domain and then to the public domain is more aimed at external consumers and target customers, then the closed-loop thinking of marketing management is a requirement for marketing managers, which refers to following the plan , implementation, check to process closed loop, namely PDCA (plan-do-check-act) cycle.
As my daily work in the enterprise, marketing based on the WeChat ecosystem is an important part of the work. I have fully practiced the closed-loop thinking mode of marketing management and achieved multiple growth in the conversion of new customers. How do I do it?
At the end of the year, the WeChat ecosystem marketing plan for the second year will be formulated, and the work priorities will be listed based on the marketing goals, such as increasing the conversion rate by XX%, and increasing the qualified sales leads in the market by 10% . Brand marketing activities with the theme of sustainable development, improve user experience, add keyword automatic reply function and customer self-service section to identify customer needs in the first time and provide corresponding services, optimize the retention form, and refine customers according to industry A series of combined punches such as operations are used as the core strategy , and then we will look at how the automated marketing tools of SCRM (social CRM) can help achieve the above goals and strategies. This is the application of marketing tools based on specific business scenarios and business needs, and it is also the key to implementation. The core value embodiment of links and marketing tools.
During this process, it is necessary to focus on the details, accurate enough to look at the marketing data every week or even every day, such as changes in the amount of funds retained, changes in the conversion rate of the marketing funnel, and use this as a basis to continuously adjust the implementation means and methods corresponding to the above strategies. Quickly find ideas and act on them through your team's brainstorming.
Practical experience tells me that the implementation of marketing strategies and marketing effects are continuously iterated and improved in the process of practicing " closed-loop thinking " marketing management, which not only improves the return on investment, but also makes a golden case to gain influence, and in the On this basis, a general method has been summarized, which can be copied to other business units with similar business models, which can be said to kill three birds with one stone.
03 Data closed loop
Whether it is the products and services provided, the production of content, or the experience given to consumers, these are all external, visible marketing elements, which are just the tip of the iceberg, and run through all these visible elements. It is "data", the "invisible hand". The typical feature of data closed loop is data-driven marketing decision-making, such as reflected in the following aspects:
Closed loop of content and data:
Through the production and distribution of different forms such as short videos, press releases, WeChat tweets, and advertising content, a large amount of data is generated, such as content clicks, interaction data between consumers and content, what content is viewed by users, and which content Which type of consumers are more popular, etc., to help brand owners better understand users, and these data constitute an important part of user insights .
Its core is to help brand owners use these data to produce higher-quality content that can better achieve their marketing goals, and more and better content generates higher-quality data, repeated cycles, and continuous optimization of content and data during this process. It's a closed loop about content and data.
Closed loop of product development, data and user insights:
In the Internet age, it is easy for users to leave comments on products or services provided by companies on social media platforms. These data constitute key insights for users on product needs and feedback.
Enterprises use these data to better understand customer needs, so as to develop products that are closer to consumer needs, achieve higher sales and profit growth, and generate more new customers who will buy products behind products that are closer to the market. Customers with loyalty, these customers have the courage to speak out on various social media, and even participate in the early evaluation of enterprise product development, thereby generating more user insight data and helping enterprises better develop products. This is about products, data and user insights closed loop.
In fact, there are still many applications of data in the field of marketing , such as the traceability of new user acquisition and sales, the selection of media channels for users, personalized marketing based on user classification, the establishment of user labeling systems, and the construction of user scoring models. The key means of marketing are all driven by data. Without data, all these means will lose their support and cannot be implemented.
One of the biggest challenges in enterprises is data quality . Data quality is directly related to the effectiveness of these marketing methods. Methods are only methods after all, and data quality is the foundation. Without this foundation, high-rise buildings cannot be built.
To summarize the point of view of this article: I mentioned three closed-loop thinking in marketing:
- Public Domain - Private Domain - Public Domain Channels and Traffic Closed Loop
- Marketing Management Closed Loop
- Closed loop of data: a. Closed loop of content and data b. Closed loop of product development, data and user insights
For enterprises, data assets have become the most critical assets in the digital age. From now on, accumulating data, accumulating data assets, and applying closed-loop thinking to better use data for marketing services will be the way to win and establish differentiation in the next ten years A moat of competitive advantage.
Original link :
Getting Started｜What problems in corporate marketing can "closed-loop thinking" solve?
Extended article :
1. Innovation Guide｜Ten Steps for Product Managers to Manage Product Lifecycle
5. Innovation Guide｜Chain operations start with a single store profit model
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