Year-End Highlight | "Private Domain Traffic Operation Practical Guide"

As Webpower has focused on full-channel intelligent membership marketing for over a decade, enduring multiple challenges and proving its resilience, the company has always concentrated on touchpoint marketing. With a "smart marketing" system, it uses MarTech to solve the "last mile" problem in the marketing loop. During special periods, it helps businesses to activate private domain traffic and to rapidly or even proactively deploy marketing touchpoints. Webpower should be at the forefront from the very beginning. This "Private Domain Traffic Operation Practical Guide" aims to break down and highlight the crucial aspects of private domain traffic marketing, enabling you to achieve twice the results with half the effort with more scientific budgeting and less time. We hope you will enjoy and benefit from it.

Scan the QR code above or click here to download → Private Domain Traffic Operation Practical Guide

Part 1 Background of Private Domain Marketing

As platform traffic becomes increasingly expensive and customer acquisition costs continue to rise, how can businesses break through?

As the market shifts from incremental growth to saturation, how can small and medium-sized businesses face this dilemma?

Private domain traffic is experiencing explosive growth. Do you understand it well enough? What value does it bring to your business?

Why do some companies experience high returns and growth with private domain operations, while others see no tangible results?

Private Domain Traffic has become a buzzword in recent years. What exactly is it? Is it really a magic bullet for business operations?

Part 2 What is Private Domain Traffic?

According to Baidu Baike: Private domain traffic, as opposed to public domain traffic, refers to channels through which you can reach users directly without paying, at any time, and as often as you like. Examples include self-media, user groups, WeChat accounts, mini-programs, or proprietary apps. Essentially, it is the audience that Key Opinion Consumers (KOCs) can influence, representing traffic that brands can freely manage and repeatedly utilize.

Its core is to address two key issues for businesses: the sustainability and conversion of traffic through operations and providing user value. This signifies a shift in mindset from mere traffic harvesting to user management, focusing on how to enhance user loyalty.

Part 3 Quality Models of Private Domain Traffic

The AIPL model is recognized as a high-quality model for private domain traffic. Its membership marketing system emphasizes fostering lasting relationships between users and the company, product, and service. Through various AI-driven technical strategies, it focuses on acquisition and retention and operation on the PL side. All data can be stored in a Data Bank to become valuable assets.

The AIPL model focuses on the process from awareness → interest → purchase → loyalty, enabling quantitative and systematic management of brand audience assets. It aims to maximize the user lifecycle and extract maximum value from members.

Within a limited budget, achieving refined operations and maximizing ROI while minimizing costs and improving efficiency is essential. The marketing systems represented by the AIPL model are destined to become the future trend in marketing.

Part 4 Operating Private Domain Traffic under the AIPL Model

Effective private domain traffic allows for user management and repeated conversions within a proprietary traffic pool, creating long-term value for users towards the brand. The AIPL model provides this pathway.

| Acquiring Awareness

1. Traffic Channels

Take a holistic view of the marketing landscape, replacing some high-cost and less effective public domain traffic investments. Strategically targeted public domain traffic efforts can better funnel users into the business's private domain traffic pool.

【Case Study】

Perfect Diary uses Xiaohongshu as its main battleground, concentrating on intensive advertising during specific time periods to drive traffic to WeChat mini-programs. This approach nurtures customers, influences purchasing decisions, and increases repeat purchases. (For detailed case study, see the white paper)

2. Data Accumulation

Businesses should establish their own data platforms to create a true private domain reservoir, mitigating the risk of brand disconnection due to platform changes. However, there are still deficiencies in the domestic ecosystem, necessitating deep API-level collaboration within the industry. The complex nature of data integration and synchronization can significantly drain the patience of related personnel and increase communication and coordination costs.

 【Case Study】

With the help of Dmartech, Chando has integrated extensive and dispersed data from online and offline sources, unlocking a treasure trove of value. In the first month of launching their SCRM data center, they exceeded 50,000 card-linked members, processed over 20,000 orders, and saw an 80% increase in user interaction. (For detailed case study, see the white paper)

| Nurturing Interested Audiences

1. Offer Benefits, Build Trust

2. Optimize Content, Maintain Interest

3. Diverse Operations, Long-term Engagement

| Increase Purchasing Audience

1. Identify KOCs and KOLs to influence user decisions with their appeal and authenticity.

2. Expand to Multiple Platforms to Enhance the Quality of Private Domain Traffic

3. Build a Private Domain Ecosystem to Achieve Online and Offline Integration

4. Offer Core Products and Services to Improve the Quality of Private Domain Operations

| Solidify Loyal Audiences

1. Establish a Tagging System for Label-Based Management

Set up personalized tag categories based on dimensions such as spending power, activity level, and behavioral data to build a dynamic big data pool. Continuous data mining and aggregation analysis help easily identify consumer groups with different values.

【Case Study】

A certain international makeup brand launched a new product and had a successful CNY marketing campaign. Using a consumer incubation model as the foundation, they captured every marketing touchpoint to maximize membership lifecycle value. The number of registrations exceeded KPIs by three times, member activity increased by 87%, and sales saw significant growth. (For detailed case study, see the white paper)

2. Refined Operations to Extend User Lifecycle

Refined operations are key to maintaining user retention and activity within the private domain. Marketing automation brought by Dmartech saves considerable manpower and marketing costs. Private domain users feel as if they are engaging in one-on-one interactions with the brand, which in turn builds brand loyalty.

【Case Study】

App Growing is a mobile marketing data analysis platform launched by Youmi Technology, aimed at mobile marketing advertisers, agencies, and media.

Based on the brand's characteristics, we mapped out the user lifecycle and corresponding scenarios at each stage. With Dmartech, we set up seven automated marketing journeys, from converting prospects into members, reactivation, to renewal reminders, establishing a self-sustaining lifecycle. The meticulous design at every key conversion point brought significant marketing benefits to the business. (For detailed case study, see the white paper)

Part 5 The Private Domain Traffic Pool is Urgently Needed

Nip problems in the bud and be vigilant even when things seem stable. While large platforms can provide traffic entry points, they are not a long-term solution. Enterprises must transition from dependence to autonomy in order to sustainably and stably deliver brand value and control consumer perceptions. As global awareness of data protection increases, it is more urgent for enterprises to establish their own legal and compliant private domain traffic pools. This creates a protective moat in an ever-changing social environment.

Webpower, with MarTech at its core, has been deeply involved in data analysis and operational services for many years, always focusing on user profiling, user segmentation, user tag systems, lifecycle planning, and automated marketing processing and analysis after data integration. By tailoring solutions to better fit the diverse needs of business teams, it brings more traffic value to enterprises.

Over the next five years, as the effects of 5G begin to emerge, deep cultivation and utilization of "private domain traffic" will become one of the key factors for enterprises to succeed in the market. Even during challenging times, leveraging existing resources can at least help a company survive.

Operating private domain traffic has already become an essential and efficient marketing strategy to focus on in 2021. Be a remarkable marketer; it's not too late to get involved now!

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