How should full link marketing be understood?

In the post-epidemic era, more and more fashion and luxury brands have slowly opened a new marketing model in terms of marketing, starting to focus on the changes in consumers' lives and psychological states to find new entry points, and based on this, using different tools and various resources to rebuild the brand link and test the waters of multi-level marketing methods. This interesting shift shows that fashion and luxury brands are tending to create closer ties with consumers, guiding consumer behavior to form a complete chain, and evolving traditional marketing into "full-link marketing" that can achieve more organic integration. If in the past, integrated marketing conveyed the same voice to consumers through multiple channels, then full-link marketing paid more attention to using different touchpoints to have a series of influences on consumer behavior.

However, the "impact" here should be seen as a gradual process. How to use end-to-end marketing to influence consumer paths and conversions? How to achieve efficient offline drainage?

In the WeChat ecosystem, delivery capabilities and private domain capabilities are two indispensable key roles. For example, before the Bund exhibition in Shanghai was held, based on the long-term social and data capabilities of Tencent Advertising, the social relationship chain was spread in the form of Moments advertisements to reach more high-quality users. When Bulgari launched the Spirit Snake Exhibition in Chengdu, in addition to the exquisite position infrastructure, it also followed the high-end style of luxury goods in the design of the mini program, and the most eye-catching function was the audio guide that came with the mini program; Jiuzhilan marketing system is at the forefront of the industry in the whole link. Their system is fully integrated with the whole link:

Array marketing effect monitoring and tracking: in-depth docking of APP** APP activation, new customer ordering, order, order amount, payment and refund and other in-depth conversion data marketing data analysis and attribution analysis, support privatization deployment. Help enterprises save investment consumption and realize effect monitoring and tracking.

Marketing series live course review - full-link marketing case interpretation, teacher Wang Lei's live class review.

Full-link marketing: to achieve "product-transmission-sales".

Alimama is a subsidiary of Alibaba Group, a leading big data marketing platform in China, with Alibaba Group's core business data. Every day, more than 5 billion promotion traffic completes the promotion of more than 300 million products, covering up to 98% of Internet users, and realizing digital ** (PC + wireless + Internet TV).

In 2016, Alimama created a full-link marketing solution for merchants based on the integration of "product", "transmission" and "sales", including the first intelligent marketing display platform "Zhizuan" in China; Gather brand area + overnight screen + crowd, specially tailored for brand customers "product sales treasure"; The data-based business traffic management platform AFP and the marketing product "Share and Earn" are shared by the whole people.

Full-link integrated marketing is a marketing tactic refined from integrated marketing because of the rapid development of the Internet, the competition for users' time on high-traffic platforms is becoming more and more fierce, and the user's time and attention are becoming more and more fragmented; Enterprises, especially small and medium-sized enterprises, want to fully integrate Internet resources undoubtedly at a huge cost, so in these fragmentations, it has become an important topic to link user behavior habits according to certain rules of argument and wisdom, so as to achieve sales improvement. Full-link integrated marketing really came into being in this environment.

Review of the marketing series of live courses - the whole link of the clever marketing case is explained and missed, and Mr. Wang Lei's Zhihanchang debate class is reviewed.

What is end-to-end marketing?

It can be understood as a comprehensive coverage of the decision-making path of consumer behavior.

The Internet has driven the change of lifestyle, which has brought about changes in user demand: generating demand - searching for products - attracting clicks - visiting** - consulting and understanding - deciding to buy - sharing and disseminating. Then marketing also needs to change, through our layout to achieve each link can intervene in the user's decision-making path.

Perimeter marketing believes that first of all, it is clear what marketing is and the process management of exchanging value. Therefore, the marketing will be carried out to the end, in addition to the marketing of all employees. We also need to manage marketing at all stages of value exchange.

The second is the integration of channels, because with the development of mobile Internet technology, various applications emerge in an endless stream, and time is also sharply fragmented.

If you understand the rules of Internet users' hobbies and time allocation, you can find the relationship implicit in these habits.

According to the characteristics of the target customer group and the direct relevance of each channel, the enterprise can design the optimal combination path.

In order to achieve the optimal allocation of funds, because another result of abundance is that it is difficult for small and medium-sized enterprises to completely buy out all channels.

Xiaolu promotion has opened an official Douyin account, everyone can search for "Xiaochao Fiber Deer Promotion" in Douyin or search for our Douyin number jwsem, you can ****. Take you to unlock more practical marketing dry goods** How to quickly improve the promotion effect and advertising optimization efficiency of marketing advertising? This problem is a problem that all advertisers and optimizers are more concerned about, and there are often friends in the background who ask Xiaolujun how to achieve both effect and efficiency improvement?

Today, Xiaolujun will share with you a secret that can achieve both effectiveness and efficiency, don't go away, look down 01, Xiaolu full-link intelligent marketing system introduction First of all, I will give you a few practical cases:1For a first-line education group, the conversion cost decreased by 13%, the ROI increased by 18%, and the work efficiency increased by 50% after three months of advertising.

2.A well-known game platform, thanks to the integrated marketing of full-link advertising, increased the number of customers by 13%, and the average conversion cost decreased by 16%. 3.

A well-known ophthalmology hospital has realized multi-account batch management and first-class data docking conversion analysis through massive API debugging, and achieved a 20% reduction in customer unit price and a more than 20 times increase in work efficiency under the condition of fierce competition in the industry.

What is end-to-end marketing?

It can be understood as a comprehensive coverage of the path of consumer behavior decision-making. The Internet has driven the change of lifestyle, which has brought about changes in user demand: generating demand - searching for products - attracting clicks - visiting** - consulting and understanding - deciding to buy - sharing and disseminating.

Through the full-link marketing layout, each link can intervene in the user's decision-making path.

Additional Information:Step 1 Strategic Analysis - Know Yourself+Know your customers

To know your customers is to understand your buyer's decision-making factors.

1. Precision: What I'm looking for is what you sell - you can display the product category.

2. Professional: focus on the key points of product introduction, and know how to do it; Communicate with customers about product features, product selling points and brand advantages. Creative content embodies quality, quality checking, and more.

Step 2: Industry analysis

Use big data to analyze the demographic of industry customers, and then subdivide them into small industries.

Step 3 - Content Presentation

Landing pages, mobile phone ** and other pages, the core position of the main products are mainly reflected. Production-oriented enterprises focus on the strength of manufacturers, such as qualifications and certificates. Sales-oriented enterprises, focusing on highlighting the advantages of the product itself, **, after-sales, etc., the above information meets the requirements of the transformation of components obviously, to promote the transformation of consulting.

Step 4: Account Operation

How do we get this information into our account?

1. Refined account construction, follow up product segmentation + crowd characteristics or selling points, build an account with refined construction, establish a model based on OCPC statistical conversion data, and creatively display selling points and their own advantages.

2. Traffic expansion.

Information flow: Find the right person to talk to, and try to enrich the traffic ecology at the same time.

Step 5: Customer Operations

The core concept of the whole is to serve advertisers in depth, establish a closed loop of user service, and improve conversion efficiency.

Full-link integrated marketing is a marketing tactic refined from integrated marketing in the fragmentation of point marketing, which links user behavior habits according to certain rules in these fragmentations.

Fence marketing believes that the whole link is the whole process from the beginning of the consumer's cognition to the completion of the transaction; Full-link integrated marketing is a perfect marketing integration, which connects key nodes from the overall resources and greatly saves the integrated resources; so that small and medium-sized enterprises also have the ability to do the integration of resources; It is no longer about relying on a single channel and a single marketing method to do communication.

The "link" in link marketing refers to the entire behavioral chain from the first advertising touch point to the final purchase conversion of the consumer, from the customer's notice of the product to the purchase in one go.

Principles of link marketing.

Integrated marketing starts from the perspective of the brand, while link marketing is more from the perspective of the advertiser or the platform. Why is integrated marketing "fine", why will it be replaced by "link marketing"? According to the views of the great gods of all walks of life, here are a few reasons for this:

The degree of information fragmentation exceeds expectations In an over-information environment, consumers' impression of the enterprise is one-sided and vague, and marketers have been unable to effectively integrate all media, we not only need integrated marketing, but also need more efficient integrated marketing.

Before the consumption cycle was shortened, advertising and stores were separated, and brands simplified advertising information into a poster and a advertising film, which was easy for consumers to remember. When customers go to offline supermarkets to shop, they can recall the brand. Nowadays, digital marketing, advertising and the store are one, and you can buy the product immediately when you see the advertisement.

For example, if you watch Li Jiaqi's live broadcast selling lipstick, you can click on it to buy it immediately. Therefore, advertising is no longer a mental occupation, but also a kind of behavioral inducement.

Marketing pays more attention to the effect than the brand Enterprises have not given up brand advertising, but every advertising expense spent needs to be clearly calculated ROI (input-output ratio), so the wisest approach is to lay out the key behavioral decision-making points of consumers, so that all kinds of resources can coordinate and guide consumers' shopping decisions with each other.