In this article, we will share What Is Your Digital Marketing Strategy? All the growth topics in 2021 are baptized by
strategies, brain maps, and white papers.
However, the implementation direction
of the market people fighting on the front line is totally different from that
of the market public opinion.
The market people on the front line should know what is expanding cognition and what is growing in detail. Don't be obsessed with being tall. We need to give full play to our capabilities in detail.
The online growth strategy of
digital marketing will focus on two directions.
Online customer acquisition and user
operation.
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These two lines will support online growth
throughout the year.
What are the ways to get customers online?
- SEM Search
- SEO
- Content acquisition
- live broadcast
- DSP
- Information flow
- Media operations (public numbers, micro-blog, headlines, etc.)
In 2021, the growth engine of Tob enterprise
services will also focus on SEM Search. As the second-largest power of the growth
engine, content acquisition is very different from delivery. The difference
lies in the clue composition, which is caused by two contact modes.
The traffic and clues brought by the launch
are more accurate, such as the advertisements on search engine marketing (SEM,
information flow, Baiyi), which match the users' search intention and interest
intention.
However, there is a relatively strong demand for visitors to click
on advertisements.
We call it the act of giving clues harvesting or
hunting.
Why does the top brand still rely on online
delivery? Because domestic top products are still in the early stage, it is
difficult to rely on word-of-mouth, and the domestic recognition of software is
not enough, so we have to use this powerful way to win customers.
My opinion on
online delivery is that we should maintain a certain proportion, but not
absolute dependence.
Content
The traffic brought by content acquisition is
larger, but the demand is not direct, because when we provide high-quality
content, we pay attention to the content value, fewer advertising ingredients,
and more users are concerned about learning and growth. When users grow based
on the content you provide, they will tacitly recognize and rely on this
product.
We call the behavior of bringing clues to the
content cultivation or animal husbandry.
The two ways of delivery and content
acquisition are important customer acquisition modes for the top.
Although other channels can not bring too
many clues, they are very necessary.
Although cultivation can not bring clues
in time, it can continuously affect users.
When users have needs, they will
come to you, which is also in line with the characteristics of the Top business
decision cycle.
Key Interpretation
To do a good job of online delivery, it is
important to clarify the transformation effect of all channels and the upper-level indicators. When we have this data, we get two executable insights.
- Release budget allocation
- Channel effect optimization (this is SEM's duty)
The delivery itself depends on data to
improve the effect.
User Operation
This is the weak point of Tob's business. We
all know the importance of cultivation, but there are few organizations that
can realize that cultivation is a long-term process.
Therefore, we often don't
expect to buy cultivation products. We should take the expectation for a long
time and manage the growing desire of the team.
In addition to the cultivation of user operation, there is also a good direction and effect, that is, intelligent user
operation.
User identification is based on user behavior
and user label, accurate touch, precipitation user management, and wake-up.
Key Interpretation
In many areas of Top, intelligent users the operation can play a great role. For example, through the connection between
the tag and CRM to judge the user's activity, screen active users for outbound
calls, example, explore magic behaviors and magic numbers, and what kind of
behaviors the user will trigger are more likely to become SQL.
We have obtained effective magic behavior
analysis in 2019 and will scale intelligent user operation in 2020.
Intelligent user operation has user identification
in the front, clustering in the middle, and workflow intelligent operation in
the back.
Conclusion
Direction: the two lines of customer
acquisition and user operation are mining growth, long-term incubation is
carried out with cultivation, and the whole process data is taken as the bottom
layer.
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