How to stand out among large numbers of competitors?
With the rapid development of society, the whole society has begun to enter the consumer-centered era of consumption upgrading, people’s consumption concept has changed a lot, and consumer psychology has gradually matured. Many consumers no longer blindly pursue the same products, but pay attention to their own consumption characteristics, avoid the similarities of consumption, and simply say, “personalization.” Therefore, for brand owners, the importance of personalized marketing has become increasingly prominent.
First, how to define personalized marketing?
For example, the same mask, some people want to hydrate, some people want whitening, but no product can meet all the needs at the same time, and in order to meet the diversified needs of consumers, the company will develop different products and services to meet the needs of different consumer groups. For example, each e-commerce platform will recommend products that users may like based on user search habits. This marketing method is called personalized marketing.
Personalized marketing is also known as “customized marketing.” The basic approach is to provide consumers with “tailor-made” products or services. This method is costly and inefficient, and often does not allow enterprises to achieve large-scale development. However, in today’s technology-led, personalized marketing is no longer a luxury. It avoids the intermediate links, greatly reduces the cost of sales, and also enables real-time interaction between enterprises and consumers. Therefore, it is widely used in various industries. In the industry. According to statistics, personalized marketing can increase the ROI of advertising campaigns by up to 700%.
So, how do marketers do personalized marketing?
The following small series will take you to understand the specific method.
Second, personalized marketing trilogy
Personalized marketing can be divided into the following three aspects:
1, data is the primary factor
The primary factor in personal success is data, and quality data is the foundation of personalized insight. In the era of big data, getting data is easier than ever, but the sheer number of data sources also increases the difficulty of effective insight.
(1) Mixed multi-dimensional data
There are more and more data that marketers can access, and they must learn to judge the pros and cons.
• First, marketers should master the basics of data sources, data collection methods, and data analysis dimensions to establish standards for evaluating data;
• Secondly, it is necessary to actively use external data, supplement the data required by the company through consumer surveys, channel surveys, etc., establish a consumer database, and make matching marketing channels and marketing plans.
(2) Insight into the super class
Many marketers’ insights into consumers are based on traditional sampling research. When faced with more social, e-commerce, mobile behavior and other data, it is difficult to generate effective insights because of the lack of experience.
Marketers should embrace the new insights brought by big data. For example, a financial app thinks its user cluster is 30-45 years old, and through the analysis of big data platform, 20+ young people are also very important potential people. In addition, there must be a stronger skepticism, forming a closed loop of challenge-exploration-verification.
(3) The solution: establish a data center
Even if you learn to distinguish the advantages and disadvantages of data and master new experiences, marketing will still face the problem of consistency of data in different dimensions. Establishing data in the middle is an effective means to solve this problem.
Through the establishment of data in the middle of the platform, open the omni-channel data, not only can improve the channel management and cross-department docking efficiency, but also analyze the conversion effect of the point and line, and then consider the layout of the overall marketing strategy. This effectively helps the company to continuously precipitate all-channel users and marketing activity data, and automate cross-channel access to ONE_ID to realize digital user data management.
2, the user is the key factor
Before doing any marketing, you must identify the consumer groups in your own industry. The so-called “knowing ourselves and knowing each other, no wars.” Consumers are the object of brand communication, as well as the purchase and user of products. Accurate consumer portrayal and demand understanding will help the brand to further subdivide and reach a more precise consumer group.
(1) Establishing a consumer portrait system
In order to build a 360° consumer image, we need to open up the omnichannel data of consumers and establish a complete consumer labeling system. Here, we define labels as: symbolic representations of consumer characteristics, such as gender, age level, hobbies, etc., and the collection of these labels constitutes a portrait of a consumer.
There are three important and fundamental principles for building a consumer labeling system:
• First, the labeling system is business oriented;
• Second, the labeling system is divided into different levels;
• Third, the labeling system needs to be dynamically updated.
This is a factor that all brands need to keep in mind and keep introspecting in building their own labeling systems.
(2) Consumer business strategy of thousands of people
The refined operation of “Thousands of Thousand Faces” is a big trend. After segmenting the crowd, seize the opportunity to accurately reach different consumers, so that “the same scene, different users” or “same users” are different. The “scenarios” will experience the “most reasonable content push” to achieve the best personalized experience.
Bain has conducted accurate membership communication in a non-Tmall environment. The results show that the open rate of customized content push is 11%, which is 40% higher than the regular content open rate, and these members are also more prone to purchase conversion. In fact, data banks have helped the brand achieve “thousands” at the technical level, but the current bottleneck comes from “thousands of faces”.
For this stage of the challenge, artificial intelligence technology has the most unique inherent advantages. Supported by user portraits close to the business, its powerful algorithm engine and super-large data-level computing power can realize differentiated user identification through diversified labels, and easily realize content matching calculation for thousands of people. .
(3) Humanized experience and perception
The purpose of personalization is humanization, personalization can be personalized, consumer personalized needs are the starting point of marketing activities. Enterprises should give consumers a sense of humanity, and then close the distance between consumers and brands, instead of treating them as cold data points.
To give a simple example, if an enterprise uses an automatic voice dialogue system, even if it meets the individual needs of consumers through various key operations, it still does not meet the needs of humanization. Compared with the communication with the real staff, the voice system still makes the consumer feel a little uncomfortable. We can say that the company’s personalized service is perfect, but it is not humanized.
The commercials of Johnson & Johnson’s women’s tampons O.B. Tampons for no reason to be removed are positive examples of personalized marketing.
The female tampon under Johnson & Johnson O.B. Tampons has been dismissed for many reasons because of the unreasonable dismissal. Many media even wonder if J&J wants to cut the brand. In order to calm down the storm, J&J produced a video “Triple Sorry” on the website of OB Tampons. As long as the consumer enters his name, he will hear a personalized apology song (handsome singer) , name tattoo, rose petals, discount card ….). After listening to the song, the consumer can also print out the discount coupons on the page. The humane apology helped J&J to calm the storm.
In short, the essence of personalization is the need for humanity. With the ever-changing consumer demand, marketers should learn from the essence of their “heart attack”—that is, to grasp the emotional and intellectual needs of consumers as living people, and to use various means of communication to effectively communicate with users. Information dissemination, to create a truly humanized marketing.
3. Personalized marketing activities are an important means
A successful personalized marketing must have the most intimate content, at the right time, in the right channel, to the accurate target group, and vice versa will bring negative feelings to consumers, that they are “monitored.” The following figure shows this logic flow:
(1) precise users
Push content to the right users to avoid harassment of other users.
(2) Push time personalization
Based on the collection of consumer behavior data, finding the right time to send marketing content is more conducive to marketing transformation.
(3) Push content personalization
Recommendations have the following different forms: recommendations based on similar content; recommendations based on consumer portraits; predictions based on approximate consumer behavior.
The recommendation based on similar content is not new. Take Netease Cloud Music’s daily recommended song list as an example. A user often listens to “Summer of Jujiro”, then it is very likely to push “City of the Sky” to ta. With such a connection, “Summer of Kikujiro” will be recommended for users who listen to “City of the Sky”. This kind of personalized push is actually based on big data. Through the analysis of a certain kind of users, the schemes and functions for such users are developed, so that you can unconsciously generate the idea of ”understand me”.
(4) Push channel personalization
Consumers have diverse channels of access and different habits of receiving information. For the brand, when choosing the channel, choose the appropriate channel to deliver the content, according to the different attributes of the consumer, design different channels of communication for the consumers, instead of following the channels with high traffic.
For example, an online shopping platform for contentive strategies for pregnant mothers: the data shows that 82% of pregnant mothers do online consultation once a week, the content type is interactive, graphic and text display information during different pregnancy periods, through computers, mobile phones 67% of pregnant mothers subscribe to weekly emails, and the content is targeted for the latest pregnancy knowledge; 78% of pregnant mothers often browse the blog during pregnancy and prenatal and postnatal, and the content is pushed. It is a variety of blogs written by pregnant mothers of different ages.
Third, the conclusion
Almost all marketers (98%) have noticed the positive impact of personalization on promoting customer relationships, and 90% of marketers report a significant improvement in business results. 61% of respondents believe that the benefits of personalization are to increase conversion rates.
It can be seen that with the upgrade of personalized consumption, all enterprises in the future must have a “personalized” marketing thinking, which is the trend of the times and a powerful weapon for enterprises to win. Considering the increasingly fierce competition, companies and organizations that embrace big data and embrace artificial intelligence as early as possible will seize the opportunity in this marketing revolution.
But no matter which method you use, you must keep in mind that personalized marketing should focus on big data, consumer experience and personalized marketing campaign planning to achieve truly valuable personalization.