It's time to end the myth of private domain traffic! Re recognize the first party marketing assets of enterprises

Recently, Tang Xuan, CMO of Qunmei, brought us the indicator system and methodology of enterprise level private domain, trying to further reveal:

What are the core characteristics of enterprise level private domains?

What is the relationship between the three attributes?

Can the private domain replace the public domain?

Private domain operate How to evaluate the work quantitatively?

The following is a series of topics on "Enterprise Private Domain":

It's time to break Private domain traffic Myth.

A common sentence pattern in the catchphrase of these years is "all businesses are worth doing again with". The first word that was filled in the blank was the Internet, and then new retail/sharing economy/live broadcast/artificial intelligence and other hot words came up. Each hot word is like a new type of stimulant launched in the current season, which comforts speculators waiting to change their fate overnight at each outlet. These "efficiency believers" who excessively pursue "light speed growth" are obsessed with the illusion of "private domain traffic".

01

Circulation between media, channels and sample library

The first party of the enterprise Marketing assets

Split the enterprise private domain into Owned Panel, Owned Media The three attributes of Owned Channel are not the invention and creation of a new theoretical system that has never been seen before, but the cognitive upgrading and reinterpretation close to the current marketing environment based on the most enduring basic marketing logic and in response to the current trend of comprehensive digital information technology change.

The concept of Owned Panel belongs to the category of "product marketing", which solves the problem of "what to sell" for enterprises. Owned Panel is an enterprise that uses its own first party marketing data to complete consumer insights. The consumer insight here mainly undertakes two important tasks. One is to be more responsive to consumer needs: evaluating the development of new products; The second is to explore the selling points of products and extract the maximum value of products to consumers. Only through the data collection of a large number of samples and the use of multi-modal and multi-dimensional data of multiple samples can we activate consumer insights that are infinitely close to the real needs of the market.

The Owned Panel is like a continuous perpetual motion machine, providing the Owned Channel with strategic support for private domain user operations, and enabling Owned Media to achieve precision marketing with thousands of people and faces.

Owned Media belongs to the category of "brand marketing". Its role is to spread content for "mental capture". Through its own media, With the help of content, continuous communication and interaction will affect consumers' mental cognition and help enterprises solve the problems of long-term large-scale development and brand premium. Its direct form of expression is a variety of content. During this period, the interaction behavior data between consumers and content can be deposited in the Owned Panel to enrich sample labels. At the same time, through refined operation, it will continue to bring transformation and innovation to the Owned Channel.

The concept of Owned Channel should be divided into the category of "channel marketing" to solve the problem of "selling out" for enterprises. It is the purpose and significance of all businesses for thousands of years - to make a profit by concluding a transaction. Increase the turnover and create profits by improving the efficiency of matching transactions between people and goods. Its transaction and interaction data can also be precipitated into the Owned Panel and become an important part of consumer insight.

PS: About the three branches of enterprise marketing, Nancy will introduce them in detail in the course of Being a Marketer Vertically. Please pay attention.

Since the enterprise level private domain has three attributes, do you want to build three private domains? Not at all. The private domain first needs to meet the following two prerequisites:

1. Use small b as the contact: The private domain must have a key role, that is, the "one person" that can be perceived by consumers on the terminal. In different industries, it may be called shopping guide, sales, BA, salesperson, waiter, etc. We collectively call them "small b" end. In the private domain, what is directly related to consumers are these "small b", which are either directly employed by the enterprise or provided with services by a third-party marketing agency, but all data generated by the online contacts of all "small b" are fully owned by the enterprise.

2. Self control: Compared with the passive interaction form in the public domain, which cannot be completely controlled independently, in the private domain, the small b terminal can interact with consumers actively, repeatedly and in real time.

When you have or are going to set up a "small b" team that meets the above characteristics, you need to define their work goals. Is it consumer insight? Is it a high-quality experience? Or trying to sell? Or all three?

02

How to understand the core indicators of enterprise level private domain?

Different types of enterprises have different purposes for doing private domains at different stages of development, and different working methods and thinking logic will be mapped behind them. Therefore, we will look at private domains separately according to three different attributes. The weight of the three attributes needs to be adjusted according to the different stages of the brand.

With this in mind, the enterprise level private domain will correspond to different marketing goals, so that Each attribute has its own indicator system and methodology.

Owned Panel

To complete consumer insight, we can measure our own sample library from three evaluation factors:

L Sample size

L Accessible data dimensions

L Label richness

It cannot be calculated by simple addition, subtraction, multiplication and division between evaluation factors. When judging whether consumer insight is good or not, or when thinking about how the first party's own sample library should be established, the three measurement dimensions should be integrated to evaluate.

In order to obtain instructive consumer insights, it is essential to have a sufficient sample size. Only when an analysis is carried out based on a sufficient number of samples that meet statistical requirements, can the analysis results obtained be of guiding value to the company's business and strategy development. On the contrary, insufficient sample size will easily lead to deviation of data results, which will affect consumer insight and development strategy formulation.

Not only that, enterprises also need to access a variety of data based on their own business problems, relying on the current advantages of digitalization, focusing on consumers, whether it is the first party's own data, or the catalyst and consumption data from media, e-commerce and other second and third parties. However, it should be noted that the more accessible data is not really the better. We need to learn how to make choices and focus on the most direct issues of the current business.

Today, many people who have access to data in their work will face the same puzzle: there is a lot of data, but they do not know what it is used for. Since the "wind" of big data has swept all over the country, every enterprise has started to actively collect data regardless of things. With more and more servers, data has become a fixed and unrealized cost.

To solve this problem, enterprises need to go back to business scenarios and figure out what information is useful for business decisions; What data can be obtained through the data interface, what needs to be investigated by the "little b" interaction, or can be collected in the daily work interaction.

Of course, the KPI of many front-line shopping guides is just to complete the performance, they are unwilling to collect data, they do not listen to the big truth (the truth of big data), and the process of collecting data is easy to bring bad experience to consumers. What should I do? The premise to solve this problem is that the private domain must be a strategic project at the CEO level, because there will be a lot of temporary and cross departmental communication situations in the process of forming a standardized workflow.

The key to understanding "label richness" is to look at "labels" and "data" separately.

The API interface can receive token data, but the labels appearing later may be artificially designed "soft" labels. A rule system needs to be established between data and labels, which requires a professional team to design for the enterprise, The larger the scale of data labels in the future, the more critical the work of this link will be.

If the above conditions are complete, does it mean that the enterprise has the first party data assets and can start the work of consumer insight? Not necessarily.

Whether the purpose of consumer insight is to continuously create new and popular products, or to continuously explore new selling points of old products and find new growth and creative directions. They cannot simply rely on the data of the first party or the third party. The enterprise needs to make the first party data (private domain) and the third party data (public domain) complement each other and combine organically. Although the acquisition of third-party data requires relatively high costs, and more specific cross analysis and attribution analysis are also relatively difficult, the first party data cannot replace the third party data.

Under the constraints of practical conditions, some enterprises only do one thing in private domain - research, especially for start-up enterprises. For example, many start-up food enterprises have their own tasting groups, and these groups will constantly feedback information and become the first party research sample database of enterprises. However, with the growth of enterprises and the maturity of their product lines and businesses, they will also seek to build a more scientific and complete consumer insight system.

Owned Media

We Media evaluates from the following two dimensions:

L Content exposure

L Demand fit

As we mentioned earlier, the reason why believers of the "efficiency cult" have entered the private domain is that they regard the enterprise private domain as a "lifeline" when the flow dividend is declining. They are trying to be benevolent after entering the private sector - to increase brand exposure and reach a full range of people; Do a better job in brand recognition and reputation, and achieve the double harvest of brand reputation and transformation.

Indeed, the core task of brand marketing is to gain consumers' minds, and strongly link brand values, products and services with consumers' inner desire and identity. Taking a high-end clothing brand as an example, its private domain traffic pool has added 15 million users in seven months, which is already a leader in the private domain in the entire industry, but also reflects that the ceiling of the private domain in the "reach" indicator is about 10 million. Compared with the public domain, which is often more than 100 million yuan, it is wishful thinking to try to use the private domain to replace the public domain.

The advantage of private domain lies in the depth and frequency of access. With the help of tools such as enterprise WeChat, the enterprise can communicate with one user several times a year and answer the user's personalized questions. From here, we further ask what kind of content strategy should be used? What are the main pain points for consumers? What is the size of the content team? I believe many companies will face such confusion, but the actual answer is inexplicable.

All quantitative indicators of content, such as exposure, comments and likes, are vague and indirect. However, there are still some basic (indirect) methods. For example, in the offline era without e-commerce and private domain, whether peers will do physical media such as vertical magazines to promote their own categories? In the era of web1.0, will people in the industry do vertical forums? Now, we may ask, what is the normal Benchmark value of the conversion rate of each layer relative to the category I belong to; Whether my transformation comes from the brand content itself or from the overall growth of the category, etc. This is determined by the natural and unchanging nature of a commodity.

Owned Channel

In traditional retail, due to the lack of effective measurement means, for thousands of years, the measurement of a channel's contribution has been based on "transaction behavior", that is, the unit price of customers multiplied by the number of orders, with the turnover as the target. This is the result of thinking from the perspective of "goods".

In the Internet era, with the popularity of digital devices, Data can be connected and taken. Enterprises can effectively evaluate a consumer's "life cycle value", so the original indicators for calculating transaction volume and order number from the perspective of "goods" began to be converted into indicators for calculating ARPU value and user volume from the perspective of "consumers". After the introduction of ARPU value as a measurement indicator, the perspective of enterprises to understand consumers has been expanded, and traffic, conversion rate, customer unit price and repurchase rate have all been taken into consideration. Under the guidance of growth as the goal of enterprises, enterprises can continuously optimize the contribution value of channels according to these secondary indicators through digital means.

However, this is still based on the flow thinking as the guiding ideology of enterprise growth. Essentially, it is still "waiting for the hare", waiting for consumers to enter the store. It does not make full use of digital contacts to achieve effective two-way interaction with consumers, and is only doing one-way information transmission to seek transformation.

In today's private domain era, if we take the enterprise level private domain as a channel, we can refer to the classic formula for calculating channel contributions:

Transaction amount=floor efficiency * store area

With the advantage of enterprise level private sector enabled store front-line shopping guide, from the perspective of different teams optimizing each scenario of interaction with consumers according to business practices, we can use the perspective of "scenario", and take "small b-end" as the unit to re understand the channel value, namely:

Transaction amount=human efficiency * controllable team size

Person efficiency=unit price per person * number of orders per person * number of users

We can see that, A "small B-end" shopping guide is actually equivalent to a store. How to improve human efficiency and team size, open up the vascular ends of marketing, and enable hundreds of thousands of small b terminals to improve overall revenue is the fundamental purpose of enterprises to build "self support channel project". With the growing demand of brand direct chain users, all enterprises will eventually enter the stage of focusing on "market", seeking to maximize human efficiency and team size.

So far, the enterprise has completely realized the transformation of user centered thinking, transforming the original thinking of waiting for users to come to the door into the form of "where users are, where I go" in the form of small team warfare. From the management level to the terminal shopping guide, the series can better make every interaction between the brand and consumers warm, warm and transformable.

Online or Offline,

that is a question of channels.

Since the rise of "private domain traffic", the hot word "new retail" of the last outlet has been abandoned. Some even asked whether new retail has failed? What is tradition and what is new is always changing with the times. When Internet media rose, it grabbed the position of paper media radio and television. Now the portal era is over, and the long video era is almost over. They were once called new media. The same is true of new retail.

The channel layout of the enterprise has moved from the so-called traditional retail, namely offline sales mode, to online e-commerce. The categories suitable for e-commerce have moved in succession, building new channels, expanding new buyers, and achieving structural growth.

Later, a number of original online celebrity brands on e-commerce platforms gradually opened offline stores, and the platform also followed this trend to provide all-round services. This wave was known as new retail at that time. Two channel scenarios, offline or e-commerce? One out of two or two out of two? This is a prudent decision.

Today, enterprises with online and offline channels have transferred their existing users to private domains, which is an irresistible trend. Private domain has its unique attribute, which has the scarcity and exclusiveness of stores, but it cannot copy the store model; It has the connectivity and extensibility of e-commerce, but we cannot copy the e-commerce model. We must regard the enterprise level private domain as the third channel besides online and e-commerce. From then on, all brand operators have to choose one of the three channels? Two out of three? Or three out of three? This is more difficult to choose than the one out of two/two out of two in the previous stage, but you must make a choice.

03

Entered enterprise level private domain

Is to re recognize the first party marketing assets of the enterprise

The core of enterprise marketing activities is to create the psychological connection between brands and consumers and facilitate purchase.

The enterprise's own marketing digitalization is the bottom layer of technology that bridges the gap between online and offline, from virtual to reality, and combines the enterprise's own management transformation to create a long-term, high-quality, online and offline seamless connection User experience Is the ultimate goal of the private domain. In the future, enterprises will move from operation to operation.

As a hot topic, we don't know whether the private domain will flash in the pan like some hot words once, and then be abandoned and forgotten soon. However, the marketing assets owned by the enterprise itself must be an eternal topic of the enterprise, never out of date.

To sum up, we define the enterprise level private domain as:

First party marketing assets of enterprises

The attributes of Owned Media, Owned Channel and Owned Panel can not only improve the level of digital practice and the value of their own data, but also enrich the data dimension of brand understanding of consumption. At the same time, it can also create a personalized experience between the brand and core consumers. The most important thing is to help enterprises build "enterprise level private domain" from 0 to 1, and manage the exclusive first party marketing assets of the enterprise.

Maybe a new concept will appear in the future, but in today's context, we temporarily use "enterprise private domain" to summarize it. In fact, enterprise private domain really means to us—— The ability of enterprise operation will be sunk to every independent and weak individual through digital tools, Let the "myth" of words become the "power" of actions, so that everyone's value can be fully respected and cared for.