The following is the 2022 auto enterprise private domain operation white paper From Tencent & Roland Berger recommended by recordtrend.com. And this article belongs to the classification: Automobile industry, research report, Roland Berger .
With the digital reform of the automotive industry stepping into the “deep-water area”, the private domain operation that can connect users with high frequency, low cost and high degree of freedom and quickly realize asset deposition has gradually become the standard configuration of automotive enterprises. However, in the process of car enterprises’ private domain layout, there are still some urgent problems to be solved, such as vague strategy guidance, lack of talents and insufficient operation efficiency.
Therefore, Tencent advertising, Tencent marketing insight (TMI) and Roland Berger jointly released the white paper on private domain development – 2022 private domain operation of automobile enterprises (hereinafter referred to as the “white paper”), which proposed the “four-dimensional martial arts secret script” of the private domain operation methodology of automobile enterprises – “Butterfly closing” layout strategy, “Taiji baguaquan” value transmission, “multi-layer matrix” differentiated operation, “vertical and horizontal interweaving” organizational support, In combination with the sharing of many successful cases, moped enterprises have targeted to optimize private domain operation strategies and activate new vitality of growth.
The market is steadily rising, and private domain is imperative
According to the data of the white paper, from 2017 to 2021, consumers’ demand for replacement vehicles continued to increase, and the proportion of replacement sales increased from 34% to 48%. The market pull of new car sales gradually shifted to the demand for replacement. Among them, nearly 39% of the additional and replacement users take the brand reputation and reputation as the primary consideration when purchasing a car.
At the same time, with the rapid development of social media channels, users’ access to information and consumption habits have gradually changed. The transformation contacts have become more diverse, and the content of private information has become more and more popular with users. According to Tencent’s marketing insight data, 68% of consumers said they paid more attention to private channels, and 35% of consumers took social software and group chat as the main channels to contact automotive brand and product information. People expect to actively explore more valuable information about car companies through the private domain, and also hope to have better interaction and communication with car users.
Therefore, the marketing methods of automobile enterprises are also changing. On the one hand, through various public channels such as social platforms, we have comprehensively launched marketing contacts to enhance brand awareness and influence. On the other hand, the private channel is used to reach the target users, and customized high-quality content is used to meet the demands of users, improve the brand reputation and user stickiness, and then complete the value transmission and user transformation of the brand.
Build a bridge of trust and enable value creation
Compared with traditional marketing methods, private domain operation can help car companies improve marketing efficiency more efficiently and widely, and bring more lasting growth momentum. However, according to Roland Berger’s research, car companies still have a number of pain points to solve in the process of private domain layout, including top-level strategy, operation measures and organizational support.
In response to these pain points and problems, Tencent advertising and Roland Berger jointly designed the private domain operation methodology to comprehensively reshape the private domain operation system with the “four-dimensional martial arts script” as a power car enterprise.
Layout of “butterfly body” with contact closure management and efficient enabling clues
The butterfly closing strategy overlooking the layout has two cores: the closing of the main private operation position and the flowerpot type double middle platform system. First of all, car companies can start from the needs of users’ whole journey, layout the contact matrix on the public domain platform and introduce traffic. At the same time, through controllable and manageable private domain contact closures such as enterprise wechat or self built apps within the enterprise, as the core position of private domain operation, it undertakes the whole domain contact flow to realize the alignment of user experience and the unified management of underlying data. In order to avoid the “chimney like” split operation management, enterprises should also connect the data and business double middle office contact management system, strengthen cross departmental collaborative operation, maximize management efficiency, and accelerate the realization of business fast running.
“Taiji baguaquan”, which includes public and private areas and linkage content to help deliver value
As consumers’ demands become more diversified, the marketing content delivery of automobile enterprises also needs to be comprehensively upgraded. Focusing on the two major aspects of incentive attraction and user resonance, they should create high-quality value content and arouse users’ attention. At the same time, select public and private domain carriers that match the content, deeply transmit the brand value, and realize the combination of quality and efficiency contacts through the linkage and coordination of public and private domains, so as to tap more possibilities from potential customer contacts to stores, so as to maximize the marketing benefits.
Video ID is a public-private domain linkage platform under the scenario of Tencent’s social ecological extension. It is seamlessly connected with wechat official account, small programs, etc. it can help car companies transmit their brand image with high quality through different content or advertising, help car companies find the right people and connections, do a good job in closing traffic, and realize layered long-term operation and fine transformation of users.
Build a “multi-layer matrix” crowd cultivation model for differentiated private operation
With the change of consumers’ car buying behavior and preferences, more and more car companies have invested resources in the construction of online and offline journeys, as well as the layout and planning of online contacts. However, it should be noted that consumers of different stages and types have different demands for automotive products and services. Automobile enterprises also need to customize differentiated user cultivation strategies, including potential customer clue cultivation, terminal collaborative incubation and brand member operation, based on the value ladder demand and emotional preference of the user’s consumption life cycle, for the three core groups of brand potential customers, intended and defeated users and car owners, Quickly seize the minds of different types of users, and accelerate the retention, transformation and fission of users.
Building a “vertically and horizontally interwoven” talent system to support the sustainable development of the private sector
The supporting upgrading of the organization system brings more lasting “internal power” for the development of digital transformation, and a vertical and horizontal organization system should be established. Under the trend of routine private marketing contacts, in order to ensure the sustainable development of the private sector, car companies need to establish a stable organizational structure by setting up agile project teams or even establishing independent digital companies based on their own development stages and genes. On this basis, strengthen the business communication process and coordination mechanism, ensure the smoothness and efficiency of business implementation, and ensure the implementation of private domain operation strategies. At the same time, it is also crucial to recruit professionals, establish a sound talent training mechanism, strengthen cooperation with third-party operation teams, and continuously deepen sustainable human resources solutions.
Finally, based on the in-depth understanding of the value of the private domain, the white paper deeply analyzed the private domain construction practices of some leading car companies in the Tencent ecosystem, covering many aspects, such as accurate traffic cultivation, user and content operation, data enabling marketing, organizational transformation and upgrading, etc. With the continuous exploration and accumulation of players in the ecosystem at the business and technical levels, private domain operation will quickly become a “soul catcher” for brand users.
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