How to carry out refined operation and promotion?

Precise operational promotion has become a rigid need for the vast majority of advertisers. So after learning about customer needs, how do we prepare for access and lay the groundwork for subsequent operational plans?

Earlier, Coca-Cola officially introduced the position of "CGO" (Chief Growth Officer). Under the integrated marketing business, user service and business leadership strategy, it intends to transform into a "growth-oriented, consumer-centric" company and focus on digital development.

Coincidentally, Lin Li, general manager of the information technology department of international fast-moving consumer goods giant Procter & Gamble , said: Procter & Gamble has long changed its business model and methods, promoted marketing changes, and established a data analysis team to develop a platform focusing on big data precision marketing.

Behind the changes in marketing decisions of big brands , there are more strategies that are consumer-centric and aim at sales growth.

Precision marketing is the use of digital technology for low-cost and efficient expansion, integrating big data, advertising platforms, and effect monitoring tools to effectively reach the target population. Advertisers' focus has shifted from simple brand exposure to sales/order effects, and a pursuit of scale has emerged.

It is not difficult to see that precise operation and promotion has become a rigid demand for the vast majority of advertisers. The effectiveness of APP advertising is reflected in many aspects, including exposure rate, click-through rate , download rate, activation rate, and conversion rate . Relying on the data monitoring platform, advertisers have more detailed requirements on points such as acquisition cost and profit realization.

After learning about customer needs, how do we prepare for access and lay the foundation for subsequent operational plans?

The teacher earnestly advises, what should be the first step after receiving the exam paper? Mark the papers, mark the papers, and mark them again! Grasp the basic framework of the test paper to arrange the order and ideas of answering questions~

The same applies to connecting to a product/APP. Focus on the following aspects to make the operation plan traceable!

Before launching an operational plan, we need to understand the advertiser's promotion objectives, KPI requirements, and previous product launches. To measure the KPIs required by customers, we need to refer to the operating data of the company's business and the industry average values ​​provided by the media, and then further analyze the market penetration based on brand awareness and previous product launches, and then make a conclusion based on the other party's expectations.

Secondly, keep a close eye on the two indicators of product and market trends, grasp the industry environment, favorable policies and other conditions to find differentiation; while being familiar with channel resources such as app stores and information flow platforms, pay attention to new ways of launching new products.

Access prerequisite: demand investigation, market analysis

Before launching an operational plan, we need to understand the advertiser's promotion objectives, KPI requirements, and previous product launches. To measure the KPIs required by customers, we need to refer to the operating data of the company's business, the industry average values ​​provided by the media, and then further analyze the market penetration based on brand awareness and previous product launches, and then make a conclusion based on the other party's expectations.

Secondly, keep a close eye on the two indicators of product and market trends, grasp the industry environment, favorable policies and other conditions to find differentiation; while being familiar with channel resources such as app stores and information flow platforms, pay attention to new ways of launching new products.

Access core: product analysis and positioning, audience targeting, competitive product analysis

Based on the data, find the basic information of the product: name characteristics, functional gameplay, product concept, user awareness, download/activation/usage period, etc. Use SWOT analysis to summarize the advantages and disadvantages, refine the product USP, and thus derive the corresponding product & target audience positioning.

Utilize empirical logic to deduce the target audience, use self-built or third-party big data platforms (such as Umeng , Reyun, etc.) to build user portraits based on gender, age, region, interests, income and other dimensions, and understand them and their browsing habits, so as to more effectively select distribution channels and output materials for reach.

In another part of the access core - competitive product research, we need to analyze the different industries to which the product belongs in different dimensions to find benchmarks and potential competitors. We can use data platforms (application radar, information flow radar, etc.) to observe the opponent's delivery situation (material style, delivery channel, popularity, etc.), build information maps, and reverse the data. Only by knowing ourselves and the enemy can we win every battle.

Build an operational process plan

After a series of preparations for connecting to the APP, the most important premise for operation is arrived - planning the operation process plan. After having a clear concept of customers and products, it will be easier to develop a detailed and rigorous operational process plan tailored for the products.

The operation plan can help us accumulate reference data experience and lay the foundation for subsequent optimization and adjustment.

Let us discuss below how to formulate an operation plan and how to think about the delivery strategy for each period. Here comes the point~ Hurry up and move your stool to take notes!

(1) Testing period

Keywords : conservative bidding, exploring the effect.

As the first step of the operation plan, we use testing as a starting point to explore the cost of delivery and optimization ideas, and conduct analysis in order to obtain preliminary data.

Set a time period of 3-7 days that includes weekdays and weekends, bid conservatively with the awareness of risk control, try to cover all ad positions ( Xiaomi App Store positions such as boutique lists, homepage focus banners, search results pages, auction rankings , etc.), record the basic level, and concentrate on resources with lower costs and good conversion rates. At the same time, observe the consumption during the application download period, grab the volume during peak hours and control the volume during low hours, then compare the data before and after the launch to make an estimate, draw conclusions and plan the next stage.

(2) Optimization period

Keywords: Keep bidding and explore greater scale.

Refer to the data obtained during the testing period and optimize by lowering/maintaining the bid during the optimization period to try to obtain a larger number of conversions.

Simply put, it is to magnify the advantages and eliminate the disadvantages. We will test the advertising position effect under the premise of fixed bidding, adjust to the optimal delivery combination ratio, and then use time-sharing bidding (peak high price), optimize product information ( landing page details) and other means to improve conversion rate.

(3) Stable period

Keywords: Increase consumption, find additional resources to promote effects.

After the optimization period, the delivery situation tends to be stable, with a focus on high-quality resources. Annual and monthly delivery plans are formulated according to the industry's peak and off-seasons, festivals, and event nodes. The goal is to maximize utility within a reasonable budget control range. At the same time, non-standard resources are introduced to boost traffic, combined with event diversion to obtain more user traffic .

During the stable period, more emphasis is placed on the efficiency of materials. To quickly create high-conversion rate materials, we can first observe the delivery of materials on tools such as Information Flow Radar and APP Growing, obtain relevant comprehensive heat index, industry and platform rankings, delivery position response and other information, and organize a set of stylized and efficient material logic.

Organize different activities to attract users and boost conversion rates. During this period, the operational ideas need to coordinate with the rhythm of the activities, add relevant activity benefit information points in the ICON title , product description, etc. to attract users, increase prices to grab volume, and maintain high exposure. Don’t forget that you also need to monitor the delivery and ranking of competing products to avoid volume monopoly.

During the ensuing period of the activity, we should launch it according to the time period and maintain the volume while controlling the cost.

The author has something to say:

1. Deeply understanding customers, communicating their actual needs, and thinking from their perspective are the most basic awareness of our operations. The changes in marketing trends of big brands show the rise of performance advertising, and we should pay attention to the importance of advertising effectiveness to customers.
2. By taking product information and industry market trends as guideposts and relying on discovering more unique essential connotations of brands and products, we can more effectively develop operational thinking and plan our layout.
3. Customizing the operation optimization plan and executing each stage in a logical and efficient manner is the key to achieving the final advertising effect.