Win rule of global consumer operation From Post epidemic Era
The following is the Win rule of global consumer operation From Post epidemic Era recommended by recordtrend.com. And this article belongs to the classification: Deloitte Consulting , research report, network marketing.
Over the past decade, China’s consumption channel environment has continued to evolve, from offline to online, and then to online and offline integration; From public domain to private domain, and then to the linkage between public domain and private domain, China’s consumption channels and contacts are many and scattered, and the boundary between channels is increasingly blurred. At the same time, the epidemic has accelerated a new round of changes in online consumption channels. Especially in the post epidemic era, with the slow growth of traffic dividends, the increasing cost of maintaining and acquiring users of public domain platforms, the rise of DTC (direct to customer) mode, the rise of data platforms, and so on, consumer channels have accelerated their reform due to changes in consumer preferences.
Such continuous changes and innovations have prompted the brand side to constantly innovate in marketing, channel distribution, user operation and other aspects, conform to the development trend of the times, and gradually change to global marketing. In this context, facing these opportunities and challenges, Deloitte management consulting uses its in-depth industry insight in the field of consumer goods to propose a model framework for global consumer operations in the post epidemic era and six strategies for global growth, with a view to giving enterprises and brands inspiration and thinking.
Deloitte management consulting believes that the core of the brand side is to return to the consumer itself, know the consumer, reach the consumer, transform the consumer, retain the consumer, treat the marketing contact and transaction contact, online and offline, public domain and private domain with an integrated idea, and occupy the consumer’s time, mind, wallet and second wallet around the consumer 24 hours a day, so as to activate the full life cycle value of the consumer.
Specifically, enterprises should start from three aspects and restructure consumer operations with consumers as the center.
Public domain to private domain drainage: accurately layout consumption contacts, occupy users’ time and mind, and effectively expand the brand private domain flow pool. As each consumption channel is constantly improving its own closed-loop of content, trading, social networking, etc., enterprises should sort out the platform layout, identify the advantages, bottlenecks and characteristics of each platform, and layout the digital ecosystem around the brand’s own development vision; At the same time, we should select drainage play methods, consider adapting different touch forms in different periods of brand development according to the characteristics of each public domain platform, flexibly combine drainage play methods, and grasp the initiative of public domain drainage.
Private domain traffic operation: effectively interact with private domain users, maintain user stickiness, and stimulate repurchase intention. The popularity of mobile Internet and the increase of digital contacts make it possible to have a complete consumer portrait. The brand side needs to strive to accumulate more abundant and complete consumer data in the private domain, enrich labels and user portraits, use data insight to drive precision marketing, and provide consumers with more customized content and recommendations; At the same time, a variety of private domain user activation scenarios are designed to create an exclusive experience that cannot be matched by the public domain, maintain the activity of private domain traffic, and stimulate the repurchase intention.
Private domain nurtures public domain: mining the data value and social value of private domain traffic, and nurturing helps public domain marketing launch. When the private domain traffic pool accumulated by the brand side reaches a certain scale, how to further tap the data value and user value of the private domain will become particularly important. Using private domain data for in-depth analysis, optimizing the public domain product portfolio and crowd launch, achieving sustained and efficient growth in the public domain and even the whole domain, and mining private domain user UGC (user generated content) to strengthen the public domain brand voice is a relatively mature practice direction in the industry at present.
It can be seen that in the global era, public and private domains should be mutually beneficial and grow together; Throughout the region, improving brand value, optimizing marketing efficiency, and maximizing consumer life cycle value are the key to sustainable and efficient brand growth. Based on this, Deloitte management consulting proposed six methods for global growth in the post epidemic era:
1. Clarify the value and positioning of each platform for brand wide operation: reasonably select the platform combination strategy according to the industry, consumers and brand characteristics, and clarify the characteristics and roles of each platform in the brand private domain ecosystem. For example, wechat ecosystem is the main position of the private domain, e-commerce is the drainage field, Tiktok is the product promotion field, and xiaohongshu is the grass field, so as to avoid repeated launch on multiple platforms and optimize the efficiency of marketing launch.
2. Flexibly use differentiated scenes to promote the drainage from public domain to private domain: flexibly choose the best drainage method according to the platform attributes and consumer behavior characteristics. For example, coupons, store self broadcasts, KOL drainage, etc., optimize the efficiency of public domain to private domain drainage, and expand the private domain traffic pool.
3. Accumulate private domain user data and provide personalized services: enrich the information embedding points of the private domain and build a more complete user label system, so as to realize 1-to-1 accurate information push based on data and provide consumers with a more personalized experience.
4. Create a unique brand experience and activate private domain traffic operation: closely focus on consumer needs, cluster consumers into interest communities, or provide customers with a more extreme brand experience through online and offline private domain contacts. In the private domain, the brand should strive to create a more differentiated and personalized experience different from the public domain platform, maintain user stickiness, and further tap the full life cycle value of users.
5. Integrate global data to enable product portfolio and marketing launch: it is recommended that brands consider the value of marketing automation tools to brands, including CRM (Customer Relationship Management), MA (Marketing Automation), CDP (customer data platform), etc., so as to build their own data platform, fully integrate consumer data from different platforms, and maximize the quality of private data mining, such as improving the embedding point of their own private data, Improve the depth and richness of consumer portraits, and carry out refined operations in the public and private domains.
6. Pay attention to private UGC to help brand voice: through appropriate content, activities and incentive mechanisms, emphasize interactive experience to enhance brand stickiness and loyalty, and use data insight to establish a life cycle management system. In consumer interaction, we should attach importance to stimulating loyal users to produce UGC and create a voice for the brand on the public domain platform.
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