MARKETING AUTOMATION
- iclick
- 2023-01-04
With the development of the Internet and digital marketing, the channels for enterprises to do marketing are increasingly diversified, and the rise of social media has made it possible for companies to engage with users. When it comes to social media, I have to say WeChat. It is a closed circle with heavy relationship and light communication. Enterprises can conduct peer-to-peer interaction with customers. WeChat is an open platform and opens up many technical interfaces. Many customer management functions are realized through the development of these interfaces, so WeChat is a natural customer portal.
Many companies still have misunderstandings in using WeChat for marketing. We only use WeChat as a tool for content dissemination. There is no awareness of customer transformation. If we focus on the user transformation level, the meaning is completely different. Of course, content is important. First we need good content to attract users. Attention is the basic appeal, when your users have the opportunity to understand your business. We can use technology to push different content for users with different reading interests. We observe that a user changes from a basic user to a user who has a preference for certain types of content, and we can further judge his true intention in the process. With different Campaigns on WeChat, we can turn the just open id into a real user.
When it comes to user conversion, it involves conversion efficiency. Conversion rate is the cornerstone of enterprise growth. Improving user conversion efficiency is the core appeal of all enterprises. With the increasing and mature means of digital marketing, marketing automation that can achieve precise marketing and improve marketing effectiveness and efficiency is gradually recognized and adopted by more and more enterprises.
The marketing automation system is more like a central processor. When we face a diversified channel, the first thing we need to do is to integrate. The process of integration is to connect the various marketing channels and open up the identity of the user. When we have the ability to connect to various channels, the next step is to make each marketing channel work together. We can configure the business logic through this central processor to achieve automatic triggering of each channel.
These tasks are only the first step, so that the marketing channels that were originally fighting for each other are managed together and can cooperate with each other, which is equivalent to opening up the omni-channel marketing path. The next step is to further manage the user. To do this, you must be able to track the user in all channels and record the user’s behavior. At the same time, you need to establish a complete label system to identify the user. The more and more labels on the user, the more clearly his profile becomes clearer. From the perspective of marketing, we are not pursuing individual user portraits, but to find a group of users with certain characteristics, and have sufficient insight into such users, which can help us judge what to do next.
The core work of marketing automation will eventually fall to the data level. The technology is not the most important, and the business logic is the first. Any automation realized by the system can be effective from a business perspective. Through the integration of data, the tracking of user behavior data, the accumulation of tag data, the generation of user profile, and the analysis of user depth, the ultimate goal is the transformation of customer value, which is the essence of marketing automation.
Parllay is the leading personalized WeChat marketing platform in China. Through its marketing automation capabilities, Parllay is committed to helping companies transform WeChat users into customers faster and more efficiently, helping them to fully understand and personalize each target user.
