Three key words of digital marketing:
1. Relationship Marketing
Relationship marketing, i.e. the engagement of online customers, is crucial, and there are three different ways to stick to this marketing model, namely Financial, Social, and Structural. If we want to do an online business, the ideal is to achieve the third one, which is the degree of structural adhesion.
Type 1: Financial Bonding
To put it simply, financial adhesion is to look at money in everything and go wherever it is cheap. Since customers do not have some deep considerations, such as brand, quality, appearance, etc., value is the only consideration for customers when consuming. For example, to order air tickets, many websites such as Ctrip now have the function of ordering air tickets, compared with the general direct booking of air tickets, Ctrip’s biggest advantage is that you can list the air tickets of different airlines, so as to compare prices, which is for some customers who do not have a relationship with a specific airline, you can easily pick out the option that meets the requirements and the lowest price, which is the so-called financial sticking.
Type 2: Social Bonding
It means that the website and “me” directly have some emotional foundation, and it is not so easy to leave; But if the second site is just as good and cheaper, I’ll go from the first site to the other. In this case, the most common scenario is to book a hotel.
The price of website A is indeed very affordable, but is the price cheaper than other websites? But if I find a website B that is cheaper than website A, I will choose website B, which is a normal thing. But the question is, why did the first site still get my favor? Because he has a social response, there may be people on the website who can ask questions, interact with me, and answer my questions. This has the opportunity to retain a group of guests, but it may not be the most effective.
Type 3: Structural Bounding
Talk about gold, but leave a little cheaper, talk about the heart, keep it for a while, but it is not as strong as the structure, because it makes customers unable to leave, you just imagine, many friends don’t like to use Yahoo, he will insist that Yahoo will make people hack, everything is stolen, very troublesome. But no matter how much he scolded, he didn’t leave, why? Since Google search is easier and the server is faster, why not turn around?
That is, the circle of friends does not know his email, and it is troublesome to notify everyone, so as much as you hate Yahoo, you can’t leave. You may not use hotmail very often, but for some reason you can’t get away. Friends know your Hotmail email address, and this is Structural Bounding.
Facebook is similar, you can’t use it because all your friends are in it, and you can’t leave if you want to. But why do some young people leave Facebook? It was because they didn’t like to be restrained, they didn’t like to be seen in their things, that he went to the other side. These social bonds are good for us, but they are hindering for us, so any digital marketing must be structurally bonded, and that is the strongest.
2. Personalisation
The scope of personalization is very wide, mainly looking at 4 levels. Personalization of products and services, personalization of websites, personalization of emails, and personalization of communications. Let’s break them down one by one.
The first level: product and service personalization.
Amazon is one of the largest shopping sites in the United States. Once you’ve searched for a book on Amazon, it remembers your preferences and recommends the same type of book for you, and the more books or items you search for or buy, the more accurate its recommendations will be. This is the personalization of products and services in digital marketing.
The second level: website personalization.
Websites can be absolutely personalized. The reason for this is because it stores your previous records. If you log in as a user, it will know what you’ve done in the past. I often wonder why I can’t ask if I often log in to a certain website, why can’t I ask that I see a different homepage?
However, website personalization is rarely seen in Hong Kong. Website personalization is about how to combine content with the individual. Imagine an 80-year-old man who is too small to read when surfing the Internet. Of course, it can be enlarged, but the most perfect thing is whether the web page can have its own settings.
The third level: email personalization
Sometimes, everyone receives the same email promotion, but the best thing is that the name is different. But it can sometimes make mistakes in the name, such as switching your last name and first name, don’t you think it’s weird? The strange thing is that the email is not personalized.
What does a good promotional email look like? Can you keep track of whether the other person has opened your promotional emails in the past? If I don’t even open it, it’s just a waste of my time, your resources, that you send it to me.
If the other party has it turned on, you can try it. If you send it once a week and you don’t open it many times, you can try extending it to two weeks, maybe more often. When I feel that you have not rejected me, you can actually do a lot of tests, but most people don’t. That’s the downside of general email marketing, one for all. But the true email marketing tradition is one-to-one.
The fourth level is communication personalization.
Personalization of communications includes your job title, email address, content, attribution, and frequency of sending. If you want to ensure that customers don’t leave the door, you have to customize the communication, according to the three levels mentioned above, from product and/or service personalization, to web page structure/content personalization, and then to ultimate communication personalization.
From personalization to how to achieve an e-CRM strategy more effectively, the most common is the choice assistant. When you are choosing a mobile phone, you may not know the function of each model of mobile phone, and it is difficult for a phone expert to tell the efficacy of each mobile phone. So you’ll want to use the selection assistant to narrow down your choices and indirectly help you find out which phone model you want the most. Especially if you are an e-company and there are too many products to choose from, the selection assistant can help you a lot.
Message personalization GA helps
Another way to personalize is Personalized Messaging. Regardless of the communication platform such as email, SMS, WhatsApp, we must implement personalization.
Generally speaking, when using email, the worst customer who doesn’t know anything, we call it Anonymous, you can’t personalize their message. But as long as you know how often the customer visits your website, what actions he has done on the website, whether he has recorded it, and even whether he has his ID, his name, his phone number. The more you know, the higher your customization success rate.
One example of this is Google Analytics (GA). Once you’ve installed your website, you’ll be able to find out who, when, and which version of your page they’ve visited, how long they’ve stayed or what they’ve clicked. In the early days, GA just knew when to log in and when to get in and out. More features were added later.
It’s very simple, MTR promotion, there is likely to be a QR code in the promotion content, let you scan, and after scanning, you will go directly to your website, if I can’t find out how many people have entered my website, how to know whether this is successful or not. If I don’t use offline promotion, I set up an advertising banner that points to a web page. If I don’t look it up, you’ll never know which café is more efficient, and how you’ll know which one uses less money, you’ll never know.
3. Web Ad View (Checking)
Example 1: Exit as soon as you click on the banner ad
The most interesting thing about checking is, for example, my web page has a Banner, and the buttons are there, and you will find that some people press into it and will go to the first version. But if people quit as soon as they see the second version, it means that the promotion is not successful, and if you find that 100 people are like this, and they press exit as soon as they enter, it proves that the brand is very problematic.
Example 2: Leave as soon as you enter the payment page
These data are very important, or you may even find that some people download the payment form, but they don’t do online payment, although offline payment is also possible, but everything needs to be checked to have a way to measure.
You even need to set up a download form, and you have to fill in some personal information before downloading the form in order to check the basic information of the customer. GA can help you get this information, and after that, if you find a customer who often goes to the payment page and leaves, you can send him an email and ask him if there is a problem with the payment.
Example 3: Don’t look at your brand
For example, if you find someone who likes to look at certain buildings, but just doesn’t go to your store, should you find a broker to contact him? Give him some buildings? This is where the Google Hierarchy comes into play. The biggest benefit of Google Hierarchy is that you don’t have to pay for it, and you can get relevant customer profiles.
If readers want to use digital marketing effectively, they should keep in mind the three keywords of Relationship Marketing, Personalisation, and Checking. Bind users through adhesion, and then recommend ads that they are interested in according to their different preferences, and then pay close attention to their viewing methods and continue to improve, and finally achieve the goal.
