The new digital ecology, data technology and consumer online are boosting the upgrading and transformation of the entire cross-border e-commerce industry, the traditional marketing of product-centric in the past has gradually turned into a user-centric, for overseas brands, there is an urgent need to build a new marketing system based on consumers to break through the bottleneck of business growth, and in this process, data technology is an important starting point to drive marketing decisions.
Recently, the sixth "Morketing Summit 2021 Lingyan Awards" hosted by Morketing was successfully held in Shanghai, and the conference centered on the theme of "symbiosis" with digitalization, globalization, e-commerce, games, meta-universe and other venues, hundreds of industry leaders and brand representatives attended to discuss the current dilemma of global brand growth and the new trends and innovative ways of marketing in 2022.
At the meeting, Zhang Xing, Chief Growth Officer of SparkX Yiyan Technology, was also invited to attend the main venue of "Globalization" and delivered a keynote speech entitled "Brand Growth Driver - Data Technology Boosts the Upgrading of Full-Link Marketing Capabilities", exploring how to tap the true value of data, build a full-link marketing matrix based on consumer decision-making, and empower the global layout of Chinese brands.
(The picture shows Zhang Xing, chief growth officer of SparkX Yiyan Technology)
Zhang Xing said that at present, whether it is the domestic or international marketing market, has entered the era of intensive cultivation, many companies have realized the importance of digital marketing, full-link layout, but in the end how to integrate multi-dimensional data in marketing, how to mine and release the value behind the data, it is still very vague for everyone. As a new generation of cross-border brand global digital intelligent marketing technology company, SparkX Hopes to help brands tap more incremental value in the era of stock competition based on data, technology and product drive, so as to expand brand influence and continue the flywheel effect.
In the era of digital sea, the pain point of brand growth
-- User segmentation, contact point increase, channel dispersion
According to the latest report of We are social in October 2021, the global social media users show a steady growth trend, with an annual growth rate of about 10%, in addition to the rapid rise of video, audio and other media. In addition, Deloitte insight data also shows that there are also huge differences in the catalyst habits and shopping behavior of users of different ages. This means that with the deepening of digital scenarios, user segmentation, contact point increase, and channel dispersion are the dilemmas faced by current brands.
In other words, in this case, a single media resource can no longer meet the marketing needs of the brand's accurate reach and comprehensive coverage, and the establishment of a full-link digital marketing solution has become an inevitable requirement for the brand to achieve long-term growth.
The so-called full link not only refers to the establishment of a complete behavior tracking between the brand and the consumer from the first generation of cognition to the final completion of the purchase, but also needs to deeply analyze and excavate the catalyst habits, consumption preferences and even psychological changes behind each user's behavior through data technology, so as to establish an emotional link with the user while accurately reaching the consumer. At the same time, through the data, it is also possible to effectively monitor and measure the actual delivery effect of advertising at each touchpoint, thus forming a complete marketing closed-loop link.
With "people" as the core, the layout of full-link integrated marketing
——Brand humanization, data value, behavior-driven
Therefore, Zhang Xing believes that in the marketing process, on the one hand, brands need to think more about the humanization of consumers, and finally find a link trajectory that meets their own growth cycle and build an exclusive marketing ecological matrix. On the other hand, in addition to paying attention to humanization, when we customize the full-link marketing strategy for customers, we are often asked 4 questions: how to portray the user conversion path? How do I choose an ad serving platform? How do I manage cross-channel activities? And how to accurately reach the target users?
In the face of these problems, based on its own rich data accumulation and advanced marketing technology precipitation, SparkX Group has a strong integration ability of "technology + data". Xtream, a sub-brand that focuses on cross-border integrated marketing of cross-border cases, can process fragmented and disorderly data through a series of methods such as "collection and integration - information precipitation - machine learning - intelligent modeling - visual analysis", helping brands solve many problems such as data islands and scattered contact points, build more comprehensive and three-dimensional user portraits, and maximize the value of data.
Specifically, at the data level, by connecting the first-party, second-party, and third-party data end-to-end, the collection and collation of full-link data can be completed to help brands enrich the original data dimension; the crowd insight level, around the pre-marketing, middle, and late stages, subdivide the crowd, and develop different interaction methods and communication strategies through AI technology to further improve the user experience; and from the perspective of analysis and modeling, Xtream, focusing on amazon advertising ecology, has also established a multi-dimensional intelligent marketing model to drive business decisions In addition, at the level of operation optimization and effect attribution, relying on full-link data and technical means, a rich and standardized strategy and play method have also been formed.
Zhang Xing said that with the intensification of the fragmentation of the brand's full-link contacts, the behavior of the discovery user will become more tortuous, and the marketing play method of analyzing the behavior of consumer contacts through "data technology" will also be upgraded, and the brand needs to change from an analyst to a prejudger, with real-time insight into consumer psychological behavior, prejudging behavior, so that brands can adjust advertising strategies instantly. In the future, whoever can drive consumer decisions with shorter links will be able to achieve higher conversions.
All in all, the brand's digital and intelligent marketing transformation is a complex and long-term process, SparkX Group will continue to innovate and upgrade data technology, through strong analysis and insight capabilities, empower more overseas enterprises to dig deeper into the business value behind the data, and ultimately achieve the sustainable growth of full-chain marketing.