Digital marketing and private domain traffic operation, refined customer operation reconstructs the marketing closed loop

In the current era of the new mobile commerce market, the cost of online traffic models has increased, channels and consumer time have become fragmented, and the market has become segmented and personalized, resulting in: traditional marketing failure! The marketing battlefield has changed!

Enterprises and marketers must relearn the new marketing methods of the new era from concepts to practices

Open up new concepts of omni-channel digital marketing and private domain traffic operation

Teacher Xu Huanzhang

Summarize and summarize the practical experience of guiding enterprises in digital marketing transformation for many years, deeply analyze the brand management secrets of "Perfect Diary" and "Baodao Glasses", and build a set of system solutions with complete framework and strong implementation to help enterprises solve the operational puzzle of "born from attracting new customers, died from retention". From "traffic" to "retention", let the brand have independent business position to attract traffic, conversion, and repurchase, reshape the enterprise's growth pattern, and let the enterprise find the right way to open marketing in the new era.

Lecturer Introduction

Xu Huanzhang

Director of Chain Brand Strategy Institute, Shanghai Jiao Tong University

Executive President of Cameria Management Consulting (Shanghai) Co., Ltd.

Executive President of CHBM Brand Management Company, Asia Pacific

Visiting Professor, School of Management, Zhejiang University

Vice President of Gaoce Real Estate

Digital Marketing and Private Domain Traffic Operation, Fine Customer Operation Reconstruction of Marketing Closed Loop Course Outline

Preface

Marketing challenges faced by companies and marketers today Solutions to address marketing challenges

Part 1: Marketing Status and Challenges

Marketing transformation, the future is here

Two major factors driving the transformation of omni-channel marketing: Traditional e-commerce is turning to social e-commerce

Change and constancy: new challenges for integrated marketing

The evolution and iteration of marketing planning

How to do marketing in a highly segmented and personalized market?

Part 2: The correct way to open marketing in the new era

The correct way to open marketing in the new era

Tools and platforms to build a brand's own marketing system. How does digital marketing enable the creation and operation of private domain traffic?

How do SMEs use SAAS to enter digital marketing?

Part 3: How to obtain private domain traffic

Establishing a private traffic pool, the air force of digital marketing

Why do companies need to build private domain traffic?

How do brands choose who to connect with?

How do new and small brands build private domain traffic?

Content links the entire network, the core of digital marketing

Content is the core of digital marketing. Content marketing starts with product planning. How does content marketing break the boundaries between channels and media?

The power of social fission marketing

How to find brand evangelists in two ways of social fission marketing?

How to make good use of the influence of KOL and KOC?

Empowering offline forces, the counterattack of traditional chain enterprises

The army of digital marketing: the digital platform empowers offline stores The navy of digital marketing: giving store guides tools The omni-channel profit-sharing system: resolving obstacles to agency distribution

Marketing channels and tools, find your best combination

From short videos to live broadcasts, which one is the best marketing tool?

How do brands plan their marketing channels and tool combinations at each stage?

Part 4: How to operate private domain traffic

Unlock the operational code of private domain traffic

The golden triangle of private domain Liuxi operation Channels and methods for obtaining traffic Three modes of refined community operation

Operational approach from membership growth to performance growth

How to build a member full life cycle operation system?

How to accurately portray members through the tag system?

Membership operation based on scenarios and algorithms

Part V: Case Analysis

Perfect Diary: The secret of its rapid rise

Perfect Diary’s private domain flow operation matrix Perfect Diary’s strategies at each stage of development

Baodao Glasses: How to build private domain traffic from 0 to 1?

The three stages of Baodao glasses marketing development The framework and organizational changes of Baodao glasses private domain traffic operation

Conclusion

Continue to explore the possibilities of digital marketing

Digital Marketing and Private Domain Traffic Operation Review Summary of practical misunderstandings and practical suggestions for digital marketing and private domain traffic operation