In the Chinese market that has entered the era of absolute digitalization, digitalization provides the greatest “certainty” for brand building – with the support of comprehensive real-time data and precision marketing, through scientific insight, measurement and optimization, the brand can not only See the marketing direction clearly, have a keen insight into the changes of consumers, and choose a brand building road that is more suitable for you and your customers, and provide a more consistent online and offline digital experience, better immersive content experience, and more detailed user analysis. The digital construction of layer-by-layer refined operation and more precise real-time user interaction and access provides a definite basis for brand building. (II) Brand digital construction action plan.
Partial energy efficiency transformation
User Information B-side customer user information: Large-scale market activities of B-end customers (product launch, large-scale conferences), online and offline potential user information obtained. Industry third-party user information: In-depth conferences in various industries/regions, docking to obtain peer information and potential user information; ②Based on privacy computing technology, analyze the user characteristics of Aruba Email List partners to ensure that the users to be introduced are the target users, and improve the accuracy of cooperative replacement traffic. For example, the users of Ideal Auto and Tencent Sports have a high degree of overlap. Both are essentially 20-40-year-old male users who want to buy a car and love sports. 2. User portrait B-end customer user portrait system design: Guided by the business needs of B-end customers , clarify the specific needs and problems encountered by the current business.
Hierarchical user circle operation
Side for user portraits, and based on the MECE principle, sort out the user portrait labeling system, as follows: Demographic attributes: including basic information such as gender and age; ② Interest characteristics: browsing content, favorite content, reading consultation, purchase product preference, etc.; Location characteristics: the city where the user is located, the residential area where the user is located, the user’s movement BWB Directory trajectory, etc. Channel data: store, advertisement, website, APP, CRM, applet, etc.; Behavioral data: user behavior log data on the website, such as access time and browsing path; Social data: user social related data; Consumption characteristics: characteristics related to consumption, RFM stratification, last payment time, payment amount, consumption frequency; Marketing timing characteristics: potential customers, member users, users who can promote the purchase of members, users who can promote forwarding and dissemination.
