On Monday, we released an analysis of the relationship between the National Data Bureau and the private domain, and interested students poked this "The National Data Bureau is coming to "send money": enterprises that do private domain and members, your time is coming! 》
For enterprises that have already done private domains and memberships, the more user data they have, the more assets they have.
However, not all companies that do private domains and membership can eat data dividends.
What can really bring value and add value to the enterprise is "high-value data".
Only by transforming general data into high-value data can we be regarded as standing on the cusp of this national policy.
So, what is high-value data?
Multi-channel, mineable, multimedia, that is, related to users, business-related, is the data that can see the operation status of the enterprise, and it is possible to generate value.
For example, multimedia, in the current media marketing environment, enterprises must have consumer data from various media platforms/e-commerce platforms to fully understand market feedback.
If there is only pure "private domain" data, even if the state takes the lead in delineating data as assets, it is actually not helpful for enterprise growth, the market competition is fierce, and if you do not advance, you will retreat.
For businesses, this is more like a "gamble":
Data is a bargaining chip, but the chips that everyone has are based on their own accumulation, and if unfortunately you only have a small number of chips, a small broadening is the only way out.
From the theoretical analysis, in the gambling field, 80% of people will lose. Those who win will always be a minority.
How can I use my limited chips to get back my biggest win? How do you stay ahead of the curve? Eventually become a 20% winner?
If you're a private domain/affiliate, have a certain amount of leverage and decide you want to gamble, this is the best time to place a bet.
Here are a few suggestions on how to become a winner and swap the small chips in your hand for high-value data:
Recommendation 1
Reconstruct the private domain and allow users to penetrate their services
1. More than one user
User centralization has become a topic that all walks of life have to face, and there is no doubt that users have always been the core of corporate marketing, but why do everyone know that users are the focus, but they always fail to do a good job in user operations and achieve the goal of growth?
Recall that in the past, when it was said that user centralization, did it all focus on the consumer side?
In fact, in the business of an enterprise, it is not only the "user" of the consumer, but also the B-end customer, distributor, and channel provider.
Companies need to re-examine their business, and stakeholders at every step from C to B are the focus of operations, and growth comes from these details.
For example, in addition to C-end consumers, Unilever also has users in the B2B field, that is, chefs, Unilever will gather chefs through cooking skills competitions and events with local catering associations, and empower salesmen to transform chefs.
Unilever adopts a distribution-based private domain operation method for chef users, and the focus of marketing is to mobilize the enthusiasm of chefs (B-side), so that enterprises can better distribute through profit-driven.
Distribution private domain, lead private domain and strong private domain are the three types of private domains in the "pan-private domain" proposed by the Bent Bow Research Institute in 2022, focusing on corporate portraits——
Because the business of all walks of life, or every enterprise, is different, the success of a business model is determined not only by the model itself, but also by various factors such as the environment, user needs and preferences.
To sell a product to the right people, you need to know yourself before you can hit users and bring value.
2. More than one user operation strategy
Different groups of people correspond to different private domain models, which means that enterprises need to adopt different operational strategies, which can be found in the #Benbow Institute's "Pan-Private Domain" series of research.
The user operation strategy mentioned here emphasizes "phase".
The user is dynamic, and the user's habits, feelings, and application to the product are changing. Therefore, the user's life cycle is a dynamic life cycle, and we need to pay attention to the change of the user's stage.
For example, existing users and new users need to use different policies. For example, around the different life cycles of users, the given products also need to be different.
In L'Oréal's case, L'Oréal's CEO said that he would develop corresponding products for different stages and needs of users to meet the needs of a user from youth to middle age, and indefinitely extend the life cycle of users in L'Oréal.
In the face of different stages of users, it is necessary to match the different needs of users, maintain a high-quality user experience, and allow users to increase brand loyalty in continuous use.
A set of strategies obviously cannot meet the needs of users in a diverse environment, and the retention time of users is determined by the detailed policies at each stage of the user life cycle.
Recommendation 2
Focus on data analysis and make it profitable
After the National Data Bureau and the data assets are determined, how much data (private domain user data/member data/business data) is a growth opportunity for the enterprise, and it is indeed important.
Perhaps many companies will come to their senses in the hesitation to enter the private domain, and decide to refocus on the private domain and lead users to their own private domain in an attempt to increase their assets.
That's right, for businesses that already own the data, that means greater competition.
Therefore, we need to quickly find ways to make money.
However, if you use the "drainage" method to grow your data assets, I'm sorry to tell you that this is the dumbest way - you will definitely fall into the trap of platform traffic.
The easiest and fastest way to do this is to generate more data and value from the data you already have.
Source: Bending Bow Research Institute Data Analysis Course Use data analysis to optimize SOP and improve efficiency by 15 times (we have selected some course PPT, if you need it, please add the researcher at the bottom of the article to receive it on WeChat)
A user, from the moment he enters the enterprise membership system and enters the private domain of the enterprise, that is, TA becomes an enterprise data asset, which also means that the data generated by TA can multiply endlessly:
The time and place of each login to the Mini Program, the number and stay time of each click on the product, each purchase, the number of consumption and the product consumed...
As "data", users are not only the attribute information of users themselves, but also a large number of business data generated by interaction with enterprises.
Behind a mediocre number, it is very likely that there is a potential demand from users.
What does this "data" mean? And growth comes from data analysis.
For example, it may be easier to understand, Minsheng Bank salesmen use Ssmart's BI (business intelligence) system to analyze their own database, match high-value customers, and accurately operate these high-value customers. Three months later, a branch of Minsheng Bank used BI data analysis to improve 610 million yuan.
To put it bluntly, data analysis is the way money makes money.
There is no data analysis, and the existing data is just a deposit for the enterprise.
Being able to analyze data is a steady growth.
In addition to mining the hidden business, data is also the standard for business evaluation, which can judge the advantages and disadvantages of business results, provide directional support for further business development, and make up for the blind spots of manual operations.
In the context of data becoming a factor of production, data analytics plays a driving role, helping companies to establish connections between data and growth and realize the value of data.
To let data assets continue to breed data assets, and let assets become book growth, all you need to do now is do a good job of data analysis.
Recommendation 3
Support digital brands with digital content
For enterprises, in the era of Web 3.0, content and the Internet began to become a part of business and life, and almost all enterprises will deploy media channels for content marketing, but the amount of content required by each platform is different from the content style required by each platform.
Especially in private domain operations, the content must be customized, based on the current situation of the brand and consumer characteristics, and even refined to the different groups of the community for targeted output.
The criterion for good private domain content is that users love to watch it. Not only love to see, but also come to consult your products, or even buy directly.
Instead of the user watching it, delete your friend directly.
The private domain is the most effective touch point - it can be 1V1, if the content is not good, it is equivalent to burying the advantages of the private domain, and it is not possible to complete the growth of data assets and bring conversion.
We need to find high-converting content through a lot of output and rapid trial and error iteration, not content that is not intended to be converted.
That is, through the data feedback of the content, find the content that the user really likes.
In terms of content, there are no shortcuts, only trial and error.
However, the manual output of content is not efficient, the cost of trial and error is too high, and it is obviously uneconomical to solve the content problem by piling up heads.
AIGC (artificial intelligence generated content) represented by Chat GPT and content technology represented by DAM and CMS are the most efficient content marketing tools.
Taking the AI mapping of Chopsticks Technology as an example, you can quickly select the most suitable design elements according to the needs of the enterprise, match a large amount of data, and quickly produce the picture, and distribute it to various social platforms, and at the same time perform a second iteration of the image according to the interaction data between the picture and the user, mentioning clicks/conversions.
Taking DAM as an example, it can help enterprises manage, distribute, audit, and collect content data.
I don't know if you realize the point:
What enterprises need is no longer "content", but "digital content" supported by technology and data.
The combination of AIGC and content technology enables enterprises to quickly deploy digital brands in media channels and quickly build user awareness of brands.
In front of the vent, the speed of action determines everything.
Recommendation 4
The ability to grow with precision
Consumers vote with their feet, users do not have absolute loyalty.
Today's corporate marketing is not more or not different, but "accurate".
Your marketing needs to be seen by the "right person", who is this person? What do they need?
Marketers often refer to this as "precision marketing":
Accurate users, accurate hooks, accurate efficiency improvement, accurate cost reduction, and finally accurate growth.
The shell must be fired at the right time to hit in one move.
For example, salespeople can only better complete the conversion if they have a more accurate understanding of the user, that is, they have a detailed user portrait, which can predict the user's decision-making motivation.
In this process, the first is to understand each business and know who your users are; The second is to deeply understand the user; Finally, it is necessary to impress users with targeted content.
Whether marketers on the front line can deliver good results is based on the above and also based on the ten lessons of marketing digitalization.
What we can do is help you complete the layout of recommendation one, two, three:
Looks like it's covered widely, with everything? But in fact, focus on solving 4 problems:
1. Help complete the penetration of business and find the private domain operation methods of different users
You can find the corresponding user groups and operation methods of your business in lead private domain and B2B marketing, distribution private domain and channel digitalization, private domain strategy and operation.
2. Help improve data analysis capabilities, bring growth space to existing businesses and explore future opportunities
You can find good data analysis methods and tools through Data Analysis and SOP Optimization.
To get dividends from this data storm, data analysis is the wings of takeoff, without analysis can only be lost in shuttling through various data, after all, data can not only tell us what happened to the business in the past, but also tell us what may happen in the future, we need to use data analysis to turn data into actionable insights.
Private domains and enterprises without data analysis thinking will definitely be eliminated in the digital game.
3. Help mine user value and extend user life cycle
Member 3.0 Management, User Experience and Product Planning can help you establish a deep relationship between users and enterprises, resist the risk that fragmented media environments may take away users' attention, on the other hand, help you reconstruct user experience, start from the company's product system how to match user needs, so that users are more inseparable from us.
4. Help us complete marketing work efficiently/effectively and improve conversion opportunities
You can free yourself from the huge amount of tedious and costly work through AIGC application and media layout, MarTech cognition and application.
For example, go from doing repetitive work for 5 hours a day to spending 5 minutes a day solving problems and more energy on valuable work. For example, quickly complete the layout of omni-channel content, quickly increase the recognition of corporate brands in the market, and quickly produce content that users love and click, instead of doing basic content transportation without purpose.
All in all, Ten Lessons in Marketing Digitalization is a course for ambition, and we want to give your marketing plan a powerful boost.
If your ambition is to double your private domain turnover this year, then Ten Lessons in Marketing Digitalization is the best low-cost starter.
We strongly recommend that CGO, CMO, CDO, private domain traders, and digital marketing leaders listen to this course, or, students related to the above business or want to develop in the direction of marketing digitalization, this course will create a full range of plugins for you from corporate marketing/corporate private domain strategy to strategy, users to channels, content to products.
You don't need to think about why everyone did the same thing, why can't we?
The current course fee is 3999 yuan for 1 year and 10 lessons, each lesson is less than 400 yuan, less than the price of a meal, and it is estimated that you will not be able to get the same quality courses outside.
As the earliest research institute in private domain research and MarTech research, Bending Bow Research Institute has accumulated a large number of practical experience of executives from different regions, different industries and different enterprises across the country, such as Watsons, Pagoda, L'Oreal, Procter & Gamble, Shanghai Jahwa, Libai, Ping An Bank, and the instructors of the ten courses of marketing digitalization are coming from these benchmark enterprises in digitalization and private domain.
The course content will be based on real, landed, and successful practical cases, not on paper, and the course instructor will combine everyone's actual situation to do a small consultation in the classroom to ensure that the business can be implemented.
Last Saturday, we also opened a limited number of places to try out ten courses on marketing digitalization - data analysis class, in which we took the private domain case of excellent education as an introduction, and carried out pixel-level disassembly and hands-on teaching of private domain data analysis and SOP.
Interested students can contact Aga, researcher / enterprise digital growth consultant of Benbow Research Institute, to obtain some course PPT, of course, you can also consult her for solutions to current business problems, Bending Bow Research Institute has long provided free light consulting services for enterprises.
On the road of marketing, I will give you the bottom, and the rest will be left to you.