With China's auto sales surging and falling, the auto market has entered the stock conversion stage, and the public traffic has reached its peak. Under the reality of the decreasing efficiency of traditional marketing, the traditional marketing model relying on dealers is no longer sustainable. With the rise of new forces in domestic car manufacturing, the operation mode of direct user connection and private traffic has achieved remarkable results, and the marketing boundary has become blurred between potential customers and insured customers. It has become a consensus in the industry that only the self-operated platform can achieve real user precipitation.
On the one hand, with the rise of the new generation of users, consumers' demands are increasingly diversified, and their understanding of digital products, services and contacts is increasingly mature. On the other hand, the transformation of channel mode and the upgrading of marketing means also make each major automobile brand more clear that only by accelerating the transformation of digital marketing, grasping the real core assets and core competitiveness -- customer resources, realizing the retention of users and maximizing the value of life, can they survive in the turbulent market environment.
However, the marketing mode relying on traditional dealers for a long time leads to the lack of perfect and real user behavior data on the one hand. On the other hand, the existence of data islands among various business systems makes it difficult to open the closed loop of data, which has become two major problems in the process of digital transformation of automobile enterprises.
Among them, Whale, a new show in the field of digital marketing, has solved the digital marketing problems of automobile enterprises through a number of benchmarking service cases. By connecting internal and external system data sources, marketing contact points can be opened up, and omni-channel closed-loop operation solutions from user data collection and analysis, unified user portrait construction and marketing automation reach can be provided to auto enterprises and their business departments, so as to help auto enterprises accelerate the realization of digital transformation, build core data assets, and form a new operation model that uses data as fuel and business empowerment.
01 Release effective strategies around the full life cycle of consumers
Nowadays, Internet has penetrated into the life of consumers in a high concentration, and it is impossible to distinguish online or offline marketing. For example, potential car owners may learn about the brand, model, performance and other information of cars through online channels, and then complete the purchase in offline 4S stores. Or finish the test drive experience through the nearby 4S store, and then go to the e-commerce platform to complete the purchase and transformation. Under the trend of integration of online, online and offline, it is difficult to distinguish completely by a single online and offline behavior. For brands, the traditional pirate model is too rough, and there may be no smooth link or guidance in any link, which will easily miss consumers' orders.
The comprehensive digital marketing platform created by Whale strategy can capture and precipitate corresponding user data at different stages, feed marketing strategy and marketing intelligence through data analysis, and help brands realize comprehensive digital precision marketing. To this end, Whale strategy also detailed the "key moments of consumers", dug deep into the key moments and key scenes in every stage of brand marketing, understood consumer psychology and consumption habits, and got through the "last step" of consumers to place orders. It is worth mentioning that a core advantage of Whale's strategy is that it is good at embedding points through the data of offline stores, that is, the collection of operational indicators and user data of offline stores, combined with the analysis of online user data, to break through the all-domain digital operation system of the brand and make fine operation. Among them, Whale masterly breaks down the data operation of the whole life cycle of car owners into six steps: consideration, interest, purchase, use, play and loyalty.
consider
According to the user consideration stage, establish a full range of marketing channels through the official website, Douyin, wechat, APP, auto show, etc., and elaborate different marketing strategies according to different marketing channels. For example, the popular Douyin channel can design relaxing and interesting short videos combined with current events, or carry out marketing by rewarding and attracting interactive activities. For the traditional offline auto show, customers can be guided to complete the registration activities by means of lottery, gifts, etc.
interest
After converting the public domain traffic into the private domain traffic of the brand, the user interest cultivation stage is entered and the APP user activation strategy is adopted. For the new users who have completed the registration, the hot news, selected activities, test drive invitation and other articles can be pushed to stimulate and explore the user interest and improve the utilization rate of potential car owners. For old users or silent users, incentive tasks such as lottery activities and maintenance will be adopted to promote APP usage.
Use a car/buy a car
When users' interest is aroused and cultivated to maturity, they can enter the sales transformation link. Through online and offline comprehensive data monitoring, such as article push user click browsing time, test drive invitation situation, analyze users' car purchase needs, and improve the management system from clues to transformation.
Play car
After the purchase of a car, the user enters the maintenance stage of the subsequent user activity and loyalty, and follows the principle of "users only bring value to the product to continue to be active". The later user maintenance must also provide value based on user needs. By analyzing user preferences, the user can regularly remind the social dynamics, use of points, vehicle maintenance and other services, or design regular incentive tasks. Improve user activity.
loyalty
Of course, on the basis of maintaining user activity, we should further select high-value potential users, and create KOL users with community influence through high-level selection of high retention, high activity and high influence, so as to realize high reputation transformation operation with old and new.
02 Build core data assets to enable refined operation of auto enterprises
After sorting out the operation process of the whole life cycle of users, how to help the brand to do digital fine operation? Whale's strategy provides the answer in a few typical application scenarios.
Firstly, in terms of marketing channels, by embedding in data sources such as advertising monitoring platform, car owner APP, official website and SCRM, we can monitor the advertising and promotion of brands on various media platforms, evaluate the quality of channels according to the effects of user scale, lead transformation and user quality brought by different channels, identify high-quality channels, target groups, and timely adjust the delivery strategy. And based on the "channel management" function to generate delivery links.
In the after-sales stage, there are also many high-value business scenarios worth exploring. For example, the coupon amount and delivery time can be optimized according to the user receiving rate and usage after coupon issuance, so as to stimulate user activity; Another example is after-sales maintenance service. As a business link that can bring long-term benefits to automobile enterprises, in the face of regular customer loss, it can analyze user behaviors, manage maintenance customers by layers, adopt different retention strategies for different users, and conduct detailed customer operation management. For example, price-sensitive customers can promote the frequency of returning customers to the factory through full gift activities or strengthening new product/service recommendation. Increase the value of the after-sales industry.
In addition, the old with the new is also the key transformation link. After market verification, the old with the new is an effective way to obtain high-quality users, which can be completed by screening potential users, customized activity sharing and guidance, and evaluation of activity effect. Among them, the premise of screening potential users is to set up a user label system and screen potential users according to the selection rules. Strategy formulation and user reach: that is, to develop targeted activities (including appropriate rights and interests mechanism for potential customers) to reach potential old customers and stimulate them to carry out more sharing and self-propagation; Fission activity effect evaluation: According to the platform's fission sharing function, the fission effect evaluation of old customers was conducted, and the effect evaluation and result review were conducted through the data analysis platform.
At present, Whale Strategy has served a number of auto companies such as Nextev and Aiyihang, all of which have brought benefits beyond their expectations. For example, an Omanufacturer adopted Whale's digital user operation data analysis system constructed by strategy of WHALE to comprehensively improve refined operation. Among them, the daily active users of the platform were increased to 4W, twice the average of the industry, the weekly retained users increased by 40%+, and the monthly retained users increased to 60%. Within wechat ecosystem, the number of users transferred to introduction is more than 6000; Online test drive reservation number more than 1300; Reservation maintenance number 18000+; Accurate elimination of 10W+ wool party in marketing activities, the optimization effect is remarkable.
Under the tide of accelerating digital transformation of auto enterprises, Whale strategy is confident to help more auto enterprises to accumulate high-quality data in the future, help auto enterprises to build a safe and reliable user data asset platform, support fine operation scenarios, and realize efficient digital enabling of business.
About Whale strategizing
As a professional omni-digital marketing operation platform in China, Whale, through key technological innovations in artificial intelligence (AI), large-scale Internet of Things (IoT) and Data model (Data), provides future-oriented retail brands with data-driven, collaboration-first, simple and easy to deploy omni-brand marketing solutions. It aims to enable sustainable fine operation and lean growth of retail brands and open up the "last mile" of MarTech. At present, Whale strategy service system has widely covered food and beverage, beauty makeup and skin care, fashion shoes and clothing, light luxury jewelry, digital electrical appliances, catering and tea drinking, business super convenience, automobile service, medicine and health and other industries. It has accumulated benchmark customers such as Unilever, Watsons, Sibei, Midea, Paopamart, Nextev, Carrefour and more than 300 Top brands in the industry. The company was founded in 2017 in Hangzhou, and has offices in Shanghai, Shenzhen and Beijing.
