There is a kind of growth called user full-link integrated marketing

Now, the efficiency of a single way of reaching out may not be able to meet the business needs of enterprises. At this time, we can consider building a scenario-based reaching system for the entire user chain to promote growth under the logic of integrated marketing for the entire user chain. In this article, the author expressed his views. Let's take a look.

I attribute today's growth to two categories: one is the improvement of growth efficiency, which can be attributed to human efficiency. Simply put, with the same manpower, we can operate a larger user base - that is, the funnel can be expanded with the same conversion rate;

The other type is what we are going to talk about today, which is to build touchpoints and conduct scenario-based integrated marketing by integrating the user's full-link user journey.

This logic is the trend of digital marketing. I have been talking about this a few years ago. Students who have learned this logic have already landed in various industries. For example, the explosion of private domain is a scenario based on this logic. Simply put, you can reach users through different touchpoints in different links and scenarios, and plan the full-touchpoint contact strategy (content, timing, purpose) through the integration of user data behind it.

There are many touchpoints and scenarios (or opportunities) nowadays. I will give you a simple example so that you can understand - you get up in the morning and go to work, buy breakfast before taking the subway and open Alipay to pay → open the subway app and swipe the card to enter the gate when taking the subway → see the large-screen advertisements on both sides of the subway station → open news information, Douyin audio and video apps, etc. on the subway → when you are a little tired after work until 11 o'clock, browse Taobao and plant a tree and water it, have lunch and watch a drama at noon, slack off in the afternoon and check WeChat... all day until you go home and lie down to sleep at night, you will find that there are many scenario-based touchpoints in a day.

Today, most of the touchpoints have been digitized, and even many touchpoints can be artificially constructed in the process. What I just described is actually the perspective of an enterprise ecosystem. In fact, from another perspective, the enterprise ecosystem is to build multi-scenario touchpoints to enclose users in the ecological platform, such as Alibaba's economy.

Of course, not all businesses are so rich. If we narrow the scenario, the company itself and with the help of different platforms can build user touchpoints in different scenarios. For example, when browsing Douyin, browsing Moments, or reading public account articles, these are your reach opportunities.

Why do we need to build a full-link scenario-based reach system?

First, the efficiency of reaching customers through a single method is extremely low today. Because in the era of information explosion, you cannot occupy the scattered attention of users. Therefore, you can only improve the overall reach efficiency through a combined reach method built through a full link.

The second point is scenario-based. In the scenario-based situation, users are actively absorbing information, which can ensure exposure and cognition. Then the probability of generating interest through content matching in different scenarios will increase, and the overall scenario-based conversion efficiency will be further improved.

The third point is the full link. The purpose of the full link is to reach the same user multiple times and turn cognition into interest. This is also a very old brand marketing theory - the 7-exposure rule. From your own perspective, if you see something too many times, even if you don’t know what it is, you still want to explore it.

Of course, these points seem to be the case, but it is not that simple to achieve and be effective. If you simply conduct exposure and reach in various scenarios, it is uncontrollable - you have no idea who is exposed to what and when. So this is why the entire population, user paths, touchpoint behaviors and reach channels must be connected through data. At this time, there will be a unified strategy for deployment, personalized marketing and effect evaluation.

The private domain I mentioned above is actually the implementation in the WeChat ecological scenario. The private domain involves not only corporate WeChat, but also mini-programs, video accounts, official accounts, small stores and small games in the WeChat ecosystem. At this time, you may understand why UnionID is needed and its important role. The essential logic is the concept of OneID mentioned in my previous article "Talking about the Battle between Public and Private Domains".

Therefore, under the logic of user full-link integrated marketing, the core is to sort out the user journey path, integrate the user data of each touchpoint, and plan and build the touchpoints. I have coined a term before: active intervention marketing - that is, combining real-time behavior to build and reach scene-based real-time touchpoints.

In today’s world where we cannot change the explosion and loss of control of information, we can only improve reach and marketing efficiency by integrating the entire user chain. Although today, improvement does not necessarily mean improvement, not decreasing is also an improvement.

Of course, the integration of the entire user chain is not only applied in the context of marketing reach, but is also a very important infrastructure and prerequisite for user experience management and attribution analysis. I will talk about this later. If you are interested, you can first read my article "Data-driven Perspective Change and Customer Experience Management Trends".

Author: Talking about Cats and Dogs, WeChat Official Account: Cats and Dogs in the Shade