1, Advantages of Label Marketing
What is it: label &; portrait
User tag: define, judge and guess the basic attributes and behavior characteristics of users in real life, and then form an abstract logo.
User portrait: the combination of user tags.
2. Advantages of label marketing
How to do it: user tag system
It is the core means of precision marketing to reasonably and accurately construct the user label system, establish an all-round 360-degree user portrait, accurately and timely identify customer attributes, behaviors and needs through labels and user portraits, and then carry out targeted scene marketing. Different industries and enterprises will have different ways to build a user label system, and the key is to combine the characteristics of the merchants themselves. Generally, the universally applicable method for building a user tag system is to divide tags into fact tags, model tags and prediction tags according to the generation and application modes of tags:
3. Advantages of label marketing
How to use it: scene marketing &; differentiated marketing
Precision marketing pays attention to precision, and the key to success lies in "finding the right person" and "finding the right method".
"Find the Right Person"-Who should I market to? Who will be my client? Who can be a profitable customer? Who might get lost?
"Find the right method"-when, through what channels and what products to sell?
To give a simple example, suppose a product activity manager is planning an auto finance marketing activity. Firstly, the products and services involved in the auto finance scene are listed, and the target customer group "car owners" are screened out through user portraits, and then differentiated marketing is carried out by combining user's preference labels such as access time preference, channel preference and product preference.