In connection with the digital marketing needs of the customer brand side, it is also observed that in addition to the brand promotion needs to gain the favor of capital, whether it is a digital platform construction project or a private domain system construction and operation project, it can be clearly felt that the brand side is in demand. The goal is to pursue the unity of product and effect. For business departments or marketing service providers, the goal of achieving product-efficiency integration is generally based on the direction of "mining stock and finding increments" , and formulating assessment project results based on the increments of the two major sectors of "user volume growth + sales scale growth" The key indicators of success are also derived:
The unit price per customer in the private domain, the monthly user retention rate in the private domain, the monthly private domain sales scale, and other refined indicators. These quantitative results are based on user scenarios for marketing design. Whether Fax List it is through public domain marketing events or private domain continuous operations, they are all to find user scenarios with double growth of "users and sales". Scenario marketing” is getting more and more attention. Before discussing how to think about designing scene marketing actions, I personally think that it is necessary to sort out the concept and thinking methodology of "scenario",
Because the scene is based on user needs and the starting point for all growth based on user thinking. Separated from users and scenarios, even if you have a set of operational SOPs or automated marketing tools or technologies that are highly reused by others, it is difficult to build the landing of your marketing actions in every scenario. Taking the private domain scenario operation strategy as an example in the figure below, private domain operations basically require hierarchical user marking and vertical operations in groups, and the play styles derived from different scenarios are different.