Today's headlines are not feeling to know what you like to watch the news? NetEase cloud know what you like to listen to music? You know almost know what you want to ask?
Behind this is the business performing precision marketing to targeted to recommend what interests you, to improve the conversion may be based on your browsing history, consumer behavior.
What is precision marketing?
Plainly understood, precision marketing is the business with a variety of Internet channels, the marketing push information to precisely target audience, make money on the "cutting edge" to achieve a multiplier effect. And then bluntly, precision marketing can make a milk ad appear only on the Po dad Baoma this population of mobile phone or computer, so that a real estate advertising, advertisement decoration, kitchen furniture ad appears in a recent intention to buy a house or just got finished room of people on the phone.
Precision Marketing compared to traditional advertising media can save a lot of advertising costs, improve advertising effectiveness, improve the conversion rate. (Bluntly, earn more money from your body)
These companies (advertisers) is how to do precision marketing? Just let them advertising their target user groups to see?
Precision marketing can generally be divided into five stages:
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Collect and organize information about the target user, create a user database;
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The data were analyzed, deepen understanding of users, sorting out the different demands breakdown of user groups;
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Design differentiated products and services for different segments of the user population needs;
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Providing differentiated products and services to meet different segments of user groups;
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By feedback various marketing activities to further deepen the understanding of the nature of user needs and habits of users to buy and use.
Specific content includes:
(1) User information collection and processing
Subscriber data management is a process of data preparation is the foundation of a good job of precision marketing, marketers must focus on the disparate data into a database, which exist in the various systems within the enterprise internal data and external enterprise data (such as market research third-party data, etc.) after classification, the user ID is the primary key order, brought together after the conversion to a centralized database, the user will have accurate data, after the market for users who can conduct a comprehensive study and analysis.
(2) User segmentation and positioning
Clustering users according to the user similarity degree of the feature is divided into a number of user groups, wherein the internal groups are very similar, while between groups, wherein the difference is very large. Only to distinguish the different customer groups, enterprises will it be possible to engage in effective management of different user groups and adopt different marketing tools, to provide products or services to meet the requirements of the user community features.
In practice, the traditional market segmentation variables such as demographic factors, geographical factors, psychological factors due only provide customers a more vague outline, has been difficult to provide a reliable basis for precision marketing decisions. With the company's requirements for information gathering and analysis capabilities continue to improve, many new users to analyze techniques and methods are being used in various fields of marketing, data mining, cutting-edge technology in this field of statistics was widely used, it can massive, complex, and there is no regular user profile selected on the company valuable information. Using data mining techniques for precise user segmentation and user behavior patterns to accurately determine the value of the analysis, it has become the mainstream in the future in the field of user segments.
(3) develop marketing strategies
After obtaining the data based on the existing characteristics of different user groups, marketers need to combine business strategy, business, market conditions and other factors, to find possible business opportunities in different user groups, and ultimately the development of marketing personalized for each group strategy, marketing strategy each have a specific target. Such as access to similar users, cross-sell or up-sell, or take measures to prevent churn and so on.
(4) design marketing programs
All programs are focused on the goal of marketing programs, too. A good marketing plan must be focused to a target user group, and then marketing programs are focused to target customers. Only do focus, marketing efficiency will be able to upgrade to the maximum.
Filter out the target user is the first step, companies can determine the target user groups around the users current marketing strategy and priorities. According target target user group marketing activities, design targeted marketing campaigns and creative (including product mix, channel selection, etc.) and pricing, and assessment of programs, pick out the best ideas, the final marketing plan.
One thing needs to be emphasized, the user is constantly changing, user groups composed of users is in constant change, so we need to be flexible and dynamic observation, positioning and understanding of users, they are not to develop a marketing plan outdated .
(5) marketing results back
After the end of the marketing campaign, to deal with all kinds of feedback data collected during the execution of marketing activities to conduct a comprehensive analysis to assess the effectiveness of the implementation of marketing activities, channels, products and advertising, sum up experience and lessons learned, need to find improvement and optimization the key point, and lay a good foundation for the next phase of the marketing campaign. In short, the assessment is the end of a marketing campaign, but also the starting point for the next round of precision marketing activities.