Whether it is the integrated tools from CDP to MA to SCRM, or the intelligent capabilities such as AI in it, what Tencent Qidian Marketing Cloud is trying to support is the intelligent marketing capabilities of enterprises under the new "people, goods and yards" relationship.
In 2024, the new marketing growth model will be in the **? Integration, intelligence, and dataization are the answers given by enterprises such as Tencent Qidian.
Author |Pi Ye
Produced by |Industrialist
How should a company with 45 million members and more than 80 million followers grow on the whole network? This is a problem that Laiyifen has been facing in the past few years.
With the advent of the era of digital marketing, for more and more enterprises, how to accurately market and achieve brand growth has become more and more the number one task of enterprisesIn addition to the transformation from the public domain to the private domain, the core challenge comes from the establishment and operation strategy of the private domain.
In the past, the marketing tools provided on the market were more just membership management systems, that is, how to attract people from the public domain to our enterprise WeChat or public accounts, but what about the next step? What's next? No one can do it well. A store manager of a retail company told the industrialist.
It's a "technical job". NamelyWhile WeCom has become the core carrier of the private domain, there is always a lack of services on the market on how to accurately operate the private domainSo much so that although the enterprise has a private domain, it is more of a "treasure mountain", which is often empty-handed for the enterprise.
From a technical point of view, it corresponds to an accurate expression from data to business. "This is difficult, and what is needed in the middle is a bridge talent, who needs to understand both business and data. ”Lv Hua, technical director of Laiyifen, said.
Behind this sentence, there is a series of "business + data" logicCDP, Data Cleansing, User Tagging, BA (Behavioral Analytics), MA (Marketing Automation).……And so on, for enterprises, it's not just a business problem, it's a data technology problem.
What's the problem? In other words, how should a new growth model be built outside of the established business framework?
1. Private domain marketing: a new certainty that can be seen
and the old way forward in the dark
When it comes to digital marketing, private domain is an unavoidable topic.
In September last year, the "2024 Annual Survey Report on Global Operation Trends" was released, which has several clear expressions on the private domain - among the nearly 2,000 companies surveyed in the report, more than 60% of the companies said that "the proportion of private domain in the total revenue has increased", in addition, more than 75% of enterprises said that they will increase their investment in the private domain in the next year.
So, what form does increasing investment in the private domain correspond to?
If you search for private domain on Zhihu, in addition to the keyword growth, the other corresponding keywords are "Why does private domain fail repeatedly?" ", the input-output ratio of the private domain is extremely low", ......
This is not an isolated case. can be seen clearly,At a time when private domain carriers such as WeCom are being concerned by enterprises, a complete and clear marketing link is still in the exploration period, and after the front-end customer acquisition, the refined operation tools for users are still in the initial growth stage.
Corresponding to the customer level, for large, and even very large enterprises, such as:For super retail companies like Laiyifen, their intuitive feeling is that "new growth points are blocked".
From the perspective of marketing services on the market, in the past few years, the service capabilities of marketing tools have expanded from the initial front-end to the middle-level operation and even the back-end service to better meet the private domain needs of enterprises.
However, in the middle, there are still many "poor results" and "poor implementation".
For example, the establishment of CDP, for many service providers, does not have strong enough capabilities for real-time data calculation and data labeling, and the corresponding user portrait is outdated labels, lacking timeliness and update mechanisms, and cannot empower actual businesses in actual business scenarios.
Another example is from the data center to the marketing center, even if the CDP capability is established, butCorresponding to the execution of marketing strategies and marketing actions, its implementation still requires a lot of human participation, and the original RPA and other tools are not effective. If companies want to execute well, they may need to hire manpower, which will incur huge costs in the middle.
From another perspective, it can also be clearly seen that whether it is CDP vendors, CRM, SCRM, or even marketing automation service providers, in the past many years, it has been more based on the blessing of single-point capabilitiesFor the overall flow of global traffic behavior, consumer ** interaction and behavior preference data, and even the overall flow of transactions, from data to business expression, there has always been a lack of a clear full-link service.
The trend of certainty, the question of certainty. How to solve the problem of marketing next? In other words, with the advent of the AI era, can there be a new solution to this comprehensive system engineering?
Second, the integrated and intelligent marketing full-cycle model
During the Tencent Industry Partner Conference just past, a marketing cloud product matrix was put on the table for the first time by Tencent Qidian, and its core anchor is based on an intelligent way to drive private domain growth.
Previously, Tencent Qidian also had a marketing service, but the models and cases announced this time are more detailed. An industry source told the industrialist.
Specifically, in the marketing cloud product launched by Tencent Qidian, what can be seen is a complete system that integrates AI capabilities and integrated marketing processesWith CDP, BA, MA, SCRM and other core products as nodes, the entire marketing system model is connected based on the capabilities of each product.
Among them, whether it is data access and labeling in CDP construction, business analysis from data to behavioral data, or marketing content formulation in the marketing middle platform stage, etc., all rely on AI technologies such as large models to achieve the intelligence of the entire marketing process.
From the perspective of product form and AI capabilities, itsIt mainly solves the core marketing stuck points mentioned above, such as the breakpoint of marketing integration, the inaccurate definition of user portraits and tags, and the "personalized" production and distribution of marketing content.
Driven by the integration matrix and large model, these inherent stuck points have a clearer answer.
In fact, Laiyifen is also a practitioner of this system. Based on Tencent's Qidian Marketing Cloud, it has carried out more refined management, operation and precipitation of 45 million store members and 8,000w account fans.
With the support of this system, whether it is the management of online marketing, the combing of the membership system, and the management of stores, Laiyifen has stronger data support. From the perspective of real business scenarios, relying on Tencent Qidian Marketing Cloud,Based on the data analysis between the three, it helps enterprises build a more realistic and data-driven marketing model that is in line with business scenarios.
This is also the actual value behind Tencent's Qidian Marketing Cloud, an integrated and intelligent marketing tool that can bring more practical marketing "effects" to enterprises.
In the past 6 months of pilot, based on the cooperation with Tencent Qidian, Laiyifen has reconstructed the consumer operation system and built itWith the support of these new systems, the overall marketing conversion rate of the whole store has increased by 5-10 points.
In the future, in addition to private domain marketing, we also hope to connect the feedback from the private domain to the public domain to help enterprises improve the efficiency of advertising and make data better help business decisions. Zeng Wei, head of Tencent's Qidian Marketing Cloud, told the industry.
With the blessing of public domain traffic such as ** account, **Tencent advertising, etc., as well as operational tools such as mini programs and enterprise WeChat, Tencent Qidian Marketing Cloud is trying to do exactly what it wants to doBased on data analysis, we can build more cost-effective marketing models and private domain growth tools for enterprises.
3. Who is becoming a new driver of enterprise growth?
In 2023, a super event for China's digital market will be the entry of data assets into the table.
And if you put this signal into the wave of digitalization of the entire industry,It is not difficult to perceive that the transformation stage of China's industry is changing from software channel to data-driven. For enterprises, it is more appropriate to say that data will be one of the core productivity of enterprises in the future.
For many years, this has been a true but "false" proposition. NamelyWith the popularity of big data and DaaS, the importance of data is being recognized by more and more people, but how to transform data into real business value and define the value of data has always been a vacuum area.
Or in layman's terms, from the numbers in the database to the numbers in the financial statements, there is a huge transformation gap in the middle, and the process is not simply a formula that can be completed, but the corresponding is the "know-how" understanding of each industry and track.
How to go through models and theories,Transform the self-owned data accumulated by the enterprise into executable business actions and scenario plans, and then turn it into the core fuel that can truly drive the operation of the enterpriseFrom this perspective, this is the value of products such as Tencent Qidian Marketing Cloud.
In the past few years, with the changes in consumer consumption habits and the relationship between "people, goods and places", whether it is food retail, travel and cultural tourism, etc., the requirements for marketing have become higher and higher. What enterprises need is no longer a single point of empowerment, but a full-link service from public domain traffic to private domain operation to service.
According to incomplete statistics, up to now, Tencent Qidian has connected users 3500 million, serving more than 1 million enterprises, covering more than 80 industries such as finance, retail, and travel. It can be seen that whether it is an integrated tool from CDP to MA to SCRM, or intelligent capabilities such as AI, what Tencent Qidian Marketing Cloud is trying to support is the intelligent marketing ability of enterprises under the new "people, goods and yard" relationship.
In 2024, the new marketing growth model will be in the **? Integration, intelligence, and dataization are the answers given by enterprises such as Tencent Qidian.
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