Main methods of precision marketing
Source: Shangpin China |
Type: website encyclopedia |
Date: August 21, 2012
With the development of science and technology and marketing theory. The methods and tools of precision marketing are increasingly rich and developing. At present, domestic theorists are accustomed to categorizing these methods into three categories: database based marketing methods, Internet based methods and third-party channel based methods.
1. Database based marketing method
Establishing a potential consumer database with a certain scale and relatively complete relevant information is an important basis for precision marketing. Building a database of potential consumers is a long-term and arduous work, which requires continuous accumulation and efforts of enterprises. In the short term, if Beijing website construction When an enterprise has not established its own independent consumer database, it can use the consumer database of other organizations to screen the information of potential consumers that meet its own needs and carry out its own precision marketing activities.
At present, precision marketing methods based on potential consumer database mainly include:
(1) Direct mail marketing
According to the characteristics of consumers, search for potential customers who are likely to have demand for a product from the potential consumer database, and then send emails to these potential customers to communicate with them about the details of products and services. If the potential consumers found have a strong correlation with the product, marketing can be done accurately (low cost, high yield). For example, Bertelsmann entered China in 1997. After more than ten years of unremitting efforts, the number of registered members has exceeded 7 million, and 1.5 million people buy regularly every year. Bertelsmann also divided these consumers into more than 300 groups with different characteristics, and implemented different marketing communication strategies for different groups. Therefore, at present, more than 50% of Bertelsmann's sales in China come from direct mail replies.
(2) Call Center
Call Center is similar to direct email marketing, except that communication is mainly through phone calls. In the case of simple communication information, because the telephone is two-way direct communication, the communication efficiency is very high. For example, since its opening (especially the issuance of "all-in-one card"), China Merchants Bank has established a huge customer database and a global call center with 24-hour service based on it. When China Merchants Bank develops a new product (such as the current "partner lifetime" financial plan), the call center can select customers matching the product from the customer database for direct telephone communication (supplemented with other communication methods when necessary). The marketing effect is very good.
(3) SMS
The penetration rate of mobile phones in China is getting higher and higher. At present, the number of mobile phone users (including "PHS" users) in China has exceeded 450 million. The whole process of users using mobile phones will leave complete records in telecom operators, and users' use of services other than voice calls can better reflect the characteristics of consumers. Enterprises can cooperate with telecom operators in the marketing process, find potential consumer groups that match the characteristics of the enterprise's products from the mobile phone user database, and directly use mobile phones to communicate with target users, often achieving good results.
For example, in May 2006, Adidas launched targeted advertising on the Unicom mobile platform, choosing two forms of advertising: Wap Push and "Interactive Vision" text link. Statistics show that the click rate of text links is 4.2 states, the click rate of Push is 4.3, the registration rate is 4.3, and the user complaint is., The effect of launching is very ideal.
Database based precision marketing is a very good method, but this method also has its limitations: ① it is difficult for enterprises to have a potential consumer database of a certain scale directly at the beginning; ② Database construction usually takes a long time; ③ The database needs to be updated in a timely manner, otherwise a large amount of garbage information (invalid information due to the change of customer conditions) is likely to appear. Therefore, many enterprises are difficult to use the precision marketing method based on customer database at the beginning.
2. Internet based approach
Internet based precision marketing is to identify the consumer psychology and behavioral characteristics of Internet users through the Internet, and relevant enterprises will carry out targeted precision marketing activities according to the prominent characteristics of these Internet users. At present, Internet based precision marketing methods mainly include:
(1) Narrow notice
Narrow notice is a marketing method that only advertises and communicates with specific groups. For example. Narrowad.com (www.Narrowad.com) has established close cooperation with many large domestic websites, such as Sina, Netease, People's Daily, Xinhuanet, China News, etc. If an enterprise wants to market a real estate project, Narrow News will publish the information of the project to the real estate channel of many websites mentioned above or the pages related to real estate, and can display different enterprise marketing information for different regions. According to the charging rules, the website display is free. Only when the user is interested in this information and clicks on it, the enterprise will pay for it according to the number of clicks.
"Lvliuju", a time-honored brand in China born in 1912, recently decided to achieve leapfrog development through chain franchise. In order to attract enterprises to join. "Lvliuju" uses the "Narrow Notice Network" to designate keywords with strong relevance, such as catering, vegetarian food, food, restaurants, investment, franchise, and chain stores. Through nearly 4000 media pages related to catering, food, and investment across the country, it implements targeted marketing for catering practitioners, investors, gourmets, vegetarians, and other target objects. Results In one month or so, 9462 articles were distributed, 305 clicks were made and 29 messages were left, including 13 messages from particularly effective customers, making them 5 franchisees at a cost of 61 yuan. This time, "Lvliuju" really realized efficient precision marketing.
(2) Keyword advertising
Baidu, Google, Yahoo and other major search websites currently provide keyword advertising services. When they want to buy a certain type of product or service, many consumers will query relevant information through search websites. If the enterprise product information can be transmitted to the consumers who need it through the search website, then the marketing effect will be very ideal. For example, if a consumer is going to buy a digital camera, he will probably search the website for relevant information about the digital camera before buying it. At this time, if the product information of Sony digital camera appears in front of consumers, it is very convenient for them to understand the product information, and then generate interest and interest, which realizes the accuracy of marketing.
(3) Blog
Blog is a new application of Internet Web2.0 technology. Internet users can not only browse the information on the Internet, but also easily send the information they want to spread to the Internet for other Internet users to browse and exchange. At present, blog websites are mostly classified according to the content of personal blogs, such as music, sports, tourism and other categories. As a result, people who are interested in a certain field tend to gather together through blogs, thus forming a user group with strong commonalities, facilitating enterprises to carry out precision marketing. NIKE has cooperated with Blog CN website to jointly create an activity page based on Blog CN user group to display NIKE products and corporate culture through multiple interactive links and users' blogs on sports. In addition, NIKE also launched a blog called "Art of speed", inviting 15 video workers to publish their diagnosis and interpretation of "speed", and invited influential bloggers to participate in the discussion, which attracted the continuous participation of many target consumers.
(4) E-mail advertisement
Users will be required to submit some personal information when registering e-mail on websites such as 126 and Sina. E-mail service providers can carry out cooperative marketing with some enterprises based on this, select users who meet the characteristics of the enterprise's products according to user information in the user group, send relevant marketing information of the enterprise to these users, and leave various contact information of the enterprise for further communication with these e-mail users. As long as the characteristics of the selected user group are highly consistent with the characteristics of the enterprise's products, the enterprise's marketing activities will be very accurate.
(5) Incoming call advertising
When consumers in need submit their phone numbers through online advertising pages (completely free of charge), or directly dial an advertising transfer number (free of long-distance charges and information fees, similar to 400 services), they can connect to the advertiser's phone for direct communication. When and only when the information publishing enterprise receives the call from the demander, the advertisement will start to be charged. The information publishing enterprise will pay the advertising fee to the advertising service provider according to the length of the call time. In this mode, the advertiser's online advertising display and click view are free. Only when the two parties' phone calls are connected, can they 'start charging, so that every penny is spent on the target audience that the advertiser wants. This is undoubtedly a revolutionary progress for the display advertising model and pay per click advertising model that cannot accurately evaluate the effect.
AOL, Findwhat.com, Google and other Internet giants have launched pay by call advertising business since 2005, which is favored by SMEs, especially entrepreneurs engaged in wholesale, trade and other businesses.
3. Third party channel based approach
Some enterprises are difficult to find their potential customers directly, but other enterprises (usually non competitive enterprises) can point their channels to their potential customers very accurately. When two enterprises target the same target customer group, although their products are different, they can carry out precision marketing with the help of each other's channels. For example, Haier Computer hopes to improve its competitiveness through differentiation, and organically link laptop computers with cars through application innovation. For the rise of the car navigation market. Haier Computer has launched a more professional and powerful navigation product - GPS laptop computer. However, because it is difficult to accurately find target customers through its own channels, Haier decided to use third-party channels to cooperate with automobile sales companies to achieve marketing accuracy. On August 11, 2006, "Haier PC" signed a cooperation agreement with "FAW Volkswagen" to sell Haier's latest "GPS laptop computer" through the channel of "FAW Volkswagen". "FAW Volkswagen" promotes sales through Haier's "GPS laptop computer". Haier computers accurately find their target customers through the "FAW Volkswagen" channel. Consumers get the products they want very cheaply, forming a "win win" result. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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