With the advent of the post-mobile Internet era, the logic of business narrative and business growth has also entered a new stage.
The first is that the traffic dividend is exhausted, the cost is high, and the competition in the industry is becoming more and more intense, so that the simple and crude new play is unsustainable.
At the same time, user churn and retention challenges are prominent. In the fierce competition, users are prone to flow between various applications, and the retention rate is low.
In addition, with the high segmentation of the market and the continuous segmentation of user groups, a single growth model is gradually unable to meet the development needs of industry refinement.
Only by deepening user understanding and creating differentiated value can we open up new growth space in the segmentation track.
In this context, how to change from high-speed development to high-quality development has become a new era proposition for enterprises.
By 2024, the mobile Internet as a whole has come to a turning point.
According to the "2023 China Mobile Internet Annual Report" released by Questmobile, there are three drastic changes in the entire Internet usage and traffic pattern: First, there has been a slight decline in Internet usage stickiness, with an average monthly average time of 165 in December 20239 hours, a year-on-year decrease of nearly 12 hours, about 7%; The average number of uses per capita per month is 25596 times, a slight decrease of nearly 3% year-on-year; The number of apps used per capita per month continued to rise slightly year-on-year, indicating that the competition for users' attention of various apps is still intensifying.
Specifically, first of all, it is difficult for users to grow. As the number of apps loaded in recent years has gradually reached a saturation level, it has become more and more difficult to expand the market, and it is particularly critical to activate the existing user pool.
Secondly, in the current mobile social environment, the number of mobile applications is increasing day by day, and various subdivisions are also crowded by homogeneous apps. Only by grabbing a moment's attention in the user's limited time can the enterprise stand out from the encirclement.
Therefore, looking at the increasingly fierce competition, the traditional growth path of traffic procurement has become unsustainable, and reducing uncertainty in the back-link link that is closer to users is the new consensus that the Internet industry needs to form.
For example, for the life service industry, the current cost of attracting a new ** user has multiplied several times. At the same time, the needs of life service users are immediate and ubiquitous, and it is necessary to grasp the user's timing more accurately.
Therefore, in order to catch the potential pan-demand of users, advertisers in the life service industry must not only develop in the direction of refined and vertical operations, but also operate users in a more flexible and integrated way.
The same problem also appears in the long-term industry.
At this stage, due to the limited incremental space for long-term traffic and users (whether at the level of monthly active users or at the level of paid users). Therefore, increasing the membership price and increasing the ARPU (average user income) value of platform members has become an inevitable choice for long-term platforms.
In fact, similar problems exist in different industries, so it is necessary to refine user operations. As a marketing platform linking users and enterprises, terminal intelligence is an important business position that is closer to the post-link user operation and revitalizes the stock of users.
Focusing on user service is the key to improving business efficiency.
Based on the above thinking, OPPO Advertising carried out brand renewal and put forward a new business proposition - joint management and link growth:Gain insight into user intent with global OS data, connect service requirements with multiple OS scenarios, and improve operational efficiency with identified reach channels, so as to provide terminal full-link digital marketing services and drive the long-term growth of enterprise operations.
It is not difficult to see that the concept of joint operation is that the platform and advertisers jointly operate around users, and OPPO advertising mainly implements this concept through three paths:
1. The first step in user management is to understand users
The so-called user management, the first point of the situation is how to understand the users deeply and completely, and identify the potential value of the existing users.
For OPPO advertising, the way of identification is mainly based on two points:
The first is to achieve user understanding based on OS data.
The OS terminal ecosystem transforms the problem of "cross-device and multi-terminal" user identification in the app into the value of characteristic data, restores the true intention of users with behavioral data such as "safe start and unloading" and "terminal behavior timing", corrects the customer's single judgment based on the behavior data in the user, and realizes the mining of potential users.
Based on the co-construction of internal and external data, OPPO takes data fusion as a starting point to carry out refined management of user groups, meticulously trace user group portraits, and identify user intentions.
This step, depicting the real needs and intentions of users, helps to discover user value, and lays the foundation for subsequent operations.
The second is to do targeted communication based on understanding: the hierarchical operation of users.
Based on the user portrait depiction of the data dimension, the behavior path of OPPO advertising users in the app and the general business model of the app are reconstructed into four types of people: "global reach crowd", "shallow interaction crowd", "deep link crowd" and "paying crowd".
Among them, the "deep link crowd" and the "paying crowd" are the focus groups of OPPO's long-term operation, and through the integration of multi-dimensional value data such as user cross-touch media contact behavior data and similar competitive product usage behavior data in the same period, the "deep link crowd" is focused on refined split evaluation, providing customers with complementary perspectives and injecting impetus into the full release of operational value in the future.
For example, the business of a reading app is mainly driven by advertising inventory, which depends on the activity, usage time and retention rate of users. In the face of this pain point, the reading app and OPPO Advertising have completed an attempt to co-create data.
Finally, by integrating and analyzing the in-device data and OPPO's off-device data, the reading app found that it had at least 2 million installed and unactivated people and tens of millions of low-frequency people, which could be accurately reached through the combination of OS scenarios and data.
Second, user management needs to take the initiative to create opportunities to interact with users
For advertisers, how to seize the best booth in the complex traffic environment is undoubtedly a problem, some people believe in traffic passwords, some people dig deep into the value of the back link, and some people shout long slopes and thick snow.
In fact, each of these perspectives has its own advantages, and in a complex user reach environment, how to effectively engage users is crucial.
For OPPO advertising,The focus of user management is to actively create opportunities to interact with users.
Specifically, the multiple scenarios of OS terminals are used to connect user needs, so that APP services can jump from inside to outside the device, and shorten the user contact link through shallow scene interaction. At the same time, actively reach users through OPUSH and smart SMS.
For example, one of the leading platforms is facing a critical period of peak incremental scale and collective transformation of the industry, so it is necessary to improve the payment conversion of the stock population and improve the scale and efficiency of member operation.
In the cooperation between the ** platform and OPPO, it first stratified according to the existing crowd, and locked the marketing core in the long-term operation target users, and the core goal was to increase the membership level and increase the payment volume.
For unpaid people: content explicit helps interest planting; Use the negative screen card and the high-quality scene of the lock screen to attract users in the way of popular member dramas, realize one-click jump, and improve the conversion of member payment.
At the same time, opush launched the "chasing more" reminder to push the episode dynamics in real time. It allows enterprises to move towards the last mile of user conversion and repurchase through active means and customized service content.
Therefore, actively creating user interaction is the key to unlocking the value of stock. OPPO's strategy is to rely on its own ecological advantages to help enterprises complete the full-link closed-loop from advertising to content operation, as well as in-depth user management from inside to outside.
gf]200d[/gf]
User management, OPPO advertising can maintain the link and influence with users for a long time.
In the past, advertisers used to compete for the visible market, but with the fading of traffic dividends, what is now competing is the invisible "hearts and minds". The gradual weakening of the traffic dividend has also made more and more advertisers realize that long-term construction and user companionship should become the core of marketing. The mobile intelligent terminal is an important carrier to achieve this goal.
The mobile terminal can be used for up to 2-3 years, making it a companion of the user's network life and extending the long cycle of enterprise operation. The terminal represented by OPPO can capture the needs of users 24 hours a day, and the terminal system can also cover the whole cycle of various applications of users.
Taking the domestic service industry as an example, this is an industry with high immediacy of services, scattered demand, strong substitutability, and difficulty in locking customers in advance. Therefore, it is especially necessary to use immediate demand reach as a traction to shape users' non-immediate demand habits.
For example, OPPO advertising supports users to set "cleaning days" in the housekeeping service app through the OS capability, and the system will automatically write the date into the calendar, and automatically remind the user that it is time to clean when it expires, so as to cultivate the user's usage habits and improve the problems of strong immediacy of housekeeping services and difficulty in locking users in advance. For another example, OPPO advertising joint enterprise builds a negative one-screen user service card as an entrance to link users and help users quickly find life services, so as to achieve long-term companionship of services and reduce user multi-platform circulation; For silent users who have not used the app for a long time, enterprises can also wake up through deterministic means such as terminal OPUSH and smart SMS to reactivate user engagement and improve the application frequency and user stickiness of housekeeping services.
Yao Boquan, general manager of OPPO's Internet Business Capability Center, once summarized the user management advantages of mobile terminals from two aspects: "The first advantage, OPPO's terminal ecology, can maintain a long-term link with users throughout the entire cycle of using mobile phones, as long as users are using mobile phones, we can reach TA; The second advantage is the ability to understand users and insight intent throughout the data link, which can effectively help advertisers connect with user needs. ”
Smartphone terminals can open up the whole link from "understanding users, communicating users, and serving users" to "insight-operation-monetization" to achieve accurate operation based on scenarios. This provides unique support for advertisers to establish long-term and in-depth relationships with users, helping companies achieve in-depth user management beyond advertising.
It can be said that the proposal of the concept of "joint operation and link growth" of OPPO advertising is to see the new direction of development in the post-mobile Internet era. The long-term use characteristics of OPPO terminals make them long-term companions of users' smart lives, which is also the cornerstone of enterprises to obtain lasting growth momentum.