Focusing on the Power of Data: Exclusive Event Comprehensive Insights (Download Included)
1. Introduction
On September 18, to empower the strength of data in the era of big data and to reasonably integrate and utilize data strategies, Webpower, in collaboration with media monitoring company Meltwater and SEO expert Edian Ecomma, invited nearly 50 marketing industry elites to discuss how data can empower the industry.
During the three-hour event, the three guests discussed the "data marketing" trilogy that is essential for marketers from three perspectives: data insight, data growth, and data conversion. In the latter half of the exclusive event, we had a surprising "bonus session": many experienced marketers voluntarily shared their heartfelt stories from the extraordinary year of 2020 during the "open mic" segment.
To ensure you don't "miss a single key insight," we've condensed the highlights and golden quotes from this event. Everything you want to know is right here!
Can't wait to get the full PPTs from the private conference? Click here and submit the form.
2. Data Conversion
Efficient Conversion: "Revealing" the Secrets of Detailed User Journey Operations
How can we make full use of customer data to empower marketing automation, ensuring that every need receives better personalized attention, thereby achieving greater data conversion?
Webpower provides marketers with an "efficient" matrix of thinking, breaking down marketing factors into the smallest granular details. By depicting these factors from the perspectives of product, channel, market and competitors, and user behavior, it initiates the entire user journey. Throughout this process, data is continuously tagged and digitized to optimize marketing touchpoints.
Using the AIPL Quick Practice Model V1.0 to "develop a romance with consumers," AI innovatively introduces various methods to attract new users, while PL focuses on data-driven retention and operations.
Keeping Up with the Times: Conversion Thinking
1. "Efficiency" is not achieved overnight; it is an evolving refinement of experience that keeps pace with the times and reflects the mindset of the marketer.
2. Be adept at using the finest granular breakdown as the cornerstone of marketing. Continuously tag data throughout the process and digitally optimize marketing touchpoints.
3. Marketing Element Evolution: From 4P to 4C, and then to "People," "Product," "Place," and "Content"—focusing on building the relationship between products and users.
Quick Practice Model 1.0: Develop a "Romance" with Customers
1. Marketing is like developing a romance with consumers.
2. The Four Steps to "Gradual Improvement":
- Awareness (Targeted Customer Acquisition)
- Interest: Communication and Understanding
- Purchase (Detailed Operations)
- Loyalty: Strengthening Bonds
3. "Lifelong Partnership": Create personalized content, and select the most appropriate promotion model based on the user's stage of growth.
4. "Stay True to the Original Aspiration": Marketing should be user-centric.
Case Study: A leading domestic beauty brand empowers precise online and offline marketing through SCRM. By establishing a trinity SCRM system incorporating "Heart" (Unified Intelligent User Data Platform), "Brain" (Diverse Data Dashboards), and "Hands" (Unified User Communication Mechanism), the brand addresses core customer pain points such as data silos, repetitive contact, customer attrition, and challenges in traffic generation.
This successful case demonstrates how unified data across all channels aids brand conversion. It reveals the detailed operational logic behind the successful linking of over a million membership cards in the SCRM member center, helping enterprises effectively combine public and private domain operations.
3. Data Growth
The 2020 Must-Know Opportunities in Search Engine Marketing
Edian Network is well-versed in the operational model and customer base of Zhihu, proficiently mastering new tactics for platforms like Zhihu and other search engines. They excel in using a comprehensive performance conversion tracking system, leveraging precise keyword management strategies. Coupled with innovative pricing models and target audience analysis, they accurately connect with internet traffic.
How to Utilize Search Engines for an Information Power Play? Using Public Authority to Convince Enterprise Clients and Yourself.
Taking Zhihu as an example, how can you leverage its benefits to capture more search engine traffic and achieve data growth? Mr. Yu has conducted an in-depth analysis and shared insights on this topic.
1. Marketing guru Peter Drucker once said that marketing is nothing more than conveying your own information to persuade others.
2. All marketing is about exercising relevant power. And that power is essentially getting others to listen to you.
3. All brand and market actions require consumers to buy in.
4. There are various types of power, among which information power refers to persuasive ability.
5. Information power is manifested in search engine marketing: the audience follows your guidance without realizing it; they feel they are making their own decisions.
6. The majority of people's knowledge comes from search engines. Therefore, search engines significantly influence individuals.
7. Who are the users on Zhihu: highly educated and affluent; 80% of users have a bachelor's degree or higher; an elite platform, making it a stronghold for B2B products.
8. Zhihu's "Backers": The last funding round of $430 million came from Baidu and Kuaishou.
9. The future of marketing lies in traffic thinking; it is recommended to launch initiatives on Zhihu as it has the lowest cost: within two months, articles can achieve over 100,000 views.
10. Content can only be valuable if it stands out on Zhihu. To create the most engaging content: on the Zhihu platform, providing insightful and valuable information (dry goods) will attract a large following.
11. The benefits of an opportunity exist when most people haven't noticed it yet! Zhihu marketing has helped us save at least 400,000 yuan in marketing costs.
4. Data Insights
How "Big Data" and "Small Data" in Media Empower Market Decisions
Meltwater specializes in deep data mining, continuously monitoring and analyzing various media information carriers, including news portals, forums, blogs, and various social media platforms, from a social listening perspective.
"Small Data" Also Offers Big Business Opportunities
The "big data" we often refer to typically involves generating various analytical reports through internal and external systems to provide market information for companies. However, "small data" also offers significant business opportunities. Here are three application scenarios of "small data."
Scenario 1: Winning Media Mentions
Case Study: Small Data Helping Companies Discover Future Opportunities For example, an online education brand experienced a peak in media coverage during the pandemic. One notable instance was a piece of "earned media" coverage from an overseas outlet:
The report mentioned three key phrases: Chinese families, Xiaoyezi instrument practice, and "proficient in Chinese, killing two birds with one stone." This indicates that the brand is a frequently used online education platform among overseas Chinese.
By analyzing the articles where the brand was passively mentioned, it's not difficult to identify the business opportunities in the overseas Chinese market. Accordingly, the brand can increase its promotional activities targeted at markets like the UK and other countries.
Scenario 2: B2B Companies Shifting Strategies to B2C
Traditional B2B brands often struggle to hear the voices of B2C consumers, which has become a major pain point for B2B brands trying to expand into the B2C market. Media monitoring can help companies gain insights into B2C customer discussions.
Case 1: A dental orthodontic instrument manufacturer explored the B2C marketing strategies of leading competitors through media monitoring. They gained insights into how these competitors leverage B2C consumers to drive market demand.
Case 2: A medical aesthetic equipment manufacturer used "social listening" to gain market insights and capture B2C user feedback. They accurately identified the time-sensitive points of consumer interest in "cosmetic procedures," thereby enhancing user awareness and brand perception.
Case 3: A photovoltaic brand analyzed the preferences and attitudes of B2C users and discovered new directions for household applications of B2B products. By adopting a B2B2C model, the company skipped intermediate steps and directly addressed downstream pain points.
Scenario 3: Digital Consumer Journey
Based on the consumer journey, learn how to study consumers through media monitoring.
Taking an e-commerce platform as an example, categorize social buzz according to the five stages of the consumer journey. By analyzing content at specific stages, such as "purchase intent," identify areas for improvement.
For instance, by using social listening to analyze product popularity, identify which styles and brands garner the most attention.
Beyond Public Opinion Monitoring After 2020
The goal of public opinion monitoring should evolve further into "consumer insights." By analyzing and understanding content, it ultimately empowers the marketing department to maximize the return on investment.
5. Open Mic
2020, Was It Difficult?
Reflecting on the unprecedented year 2020, many marketing professionals shared their unique perspectives and memorable quotes:
Webpower Jimmy:
Whether it’s Wang Laoji or Ji Lao Wang, when these brands were created, they needed to achieve absolute dominance in their industry.
MW JOEY:
Currently, marketers often have less influence compared to departments like sales and supply chain. How can marketers get closer to decision-makers? Data support can help increase the market department's influence.
Yidian's Yu Jian:
The future belongs to the era of content marketing. Whether you can become a vital part of that content is crucial.
The era of "buy, buy, buy" traffic is truly over in 2020.
Having great content alone is not enough; it also needs to be combined with the "buy, buy, buy" traffic mindset.
A Business Director of a Sports Event Industry:
Due to the pandemic, a new window has been opened. During this challenging period, the only option is to find ways to transform.
Unused marketing budgets are a waste.
You may cherish the clients who are with you now even more. This feeling is wonderful; it makes you feel alive and hopeful that we can all live better.
A Marketing Director of the Exhibition Industry:
February felt like a nightmare: What else could you do? Looking back, it turned out to be beneficial in two ways:
1. Transformation: Started to rethink the positioning of offline exhibitions. To ensure the company's success, changes were necessary, leading to explorations of online avenues such as live streaming and community marketing.
2. Efficiency: There will be stricter evaluations of conversion rates and return on investment. The marketing department is increasingly focusing on efficient outcomes and placing greater importance on digital marketing than ever before.
The ROI of the marketing department has become more critical than in the past decade, with a stronger focus on being results-oriented.
There is nothing that cannot be broken.
Be more inclusive and look beyond the industry to see more from the outside.
6. Epilogue
Gathering industry topics and deeply sharing knowledge, this private conference transformed numerous "I"s into a collective "we" striving for common progress. It provided marketers with new perspectives on data marketing in the digital age through interaction and communication.
The conference concluded successfully with the enthusiastic participation of distinguished guests and industry elites. Let’s look forward to coming together with the same enthusiasm in the next session!
Can't wait to get the full PPTs from the private conference? Click here and submit the form.
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