Brand promotion: How to make data brands generate value!
|
Data is an asset. For online brand promotion , the value of data is reflected in describing the promotion status, presenting promotion problems, helping to solve problems, and guiding promotion strategy planning. 1. What is brand promotion? What is brand promotion? Online brand promotion is the process of promoting and publicizing products, services, and even people through certain means or methods, and the medium is the Internet. It is a series of activities that use the Internet to shape the brand image of the company itself and its products so that they are widely recognized by consumers. The common channels for brand promotion are divided into six major channels: brand sites, apps, search engines , self-media , digital TV media, and soft articles. For example, we are familiar with Sina , Sohu, Toutiao , Baidu, LeTV TV, WeChat , Weibo, forums, etc. 2. Which companies need brand promotion? The company's development stage and industry characteristics determine the company's brand promotion strategy. The company must adopt different promotion strategies based on relevant factors such as its development stage, the market situation of its products or services, and the consumer's consumption maturity. Therefore, the formulation of brand promotion strategies also determines the data indicators of the company's key KPIs. Based on the development stage, it can be divided into: introduction stage, growth stage, maturity stage, and decline stage; based on the promotion goal, it can be divided into: deep brand promotion and broad brand promotion. Let’s take promotion goals as an example. The dimensions of brand promotion are different, so the marketing strategies adopted are naturally different. As follows: 1. Brand breadth promotion strategy: The purpose of brand breadth promotion is to establish brand awareness and expand its influence. The promotion methods often adopt advertising, market activities and event marketing communication, so that the scope of its dissemination is far-reaching. The data we focus on include indicators such as ad reading volume, exposure , clicks , event popularity, number of event participants, number of related topics, and number of people following the brand. 2. Brand depth promotion strategy: As for brand depth, the purpose of promotion is to make the brand more popular, enhance brand cultural identity, and improve brand awareness, reputation and brand loyalty. The promotion method is generally in the form of in-depth brand interaction, such as brand design solicitation activities, brand celebrations and other activities. Our key data include the number of interactive participants, interactive forwarding volume, brand repurchase rate, etc. 3. How to view brand promotion data The key to the success or failure of brand promotion lies in the data. In this data-driven age, all results are reflected in data. However, in actual operation, some false data is often mixed in, which requires filtering and cleaning out some false data when viewing the data. For example, when we are placing advertisements, we find that the clicks and exposures are very high, but there are no conversions , and the input and output are not proportional. At this time, we need to consider whether there is false data or abnormal data. Let’s take the following as an example: Advertising data of a company: From the above, we can see that by analyzing and comparing the delivery data of the two media, it is not difficult to find that the data of Media A is better than that of Media B, but is the fact the same as what the data shows? By comparing and analyzing the number of users, click volume and user regional distribution of Media A, it is not difficult to find that the click volume is too concentrated in a certain period of time and the number of users is not proportional to the click volume, and the clicks are too concentrated in a certain region. Through these abnormal data, we can determine that the media is suspected of cheating by inflating the volume. So don't be fooled by the appearance of the data. The cause of the above problems is media cheating. Generally speaking, media cheating takes two forms: machine behavior and manual behavior. Machine cheating includes repeated IP inflating, repeated inflating with different IPs, machine intelligent cheating and traffic hijacking; manual behavior includes real-person water army cheating, Trojan program cheating, etc. Therefore, when we look at the data, we must see the essence through the phenomenon. 4. How to identify valuable data for brand promotion. For a single promotion, the value of data is to drive sales, while long-term brand promotion data is closely related to the company's development strategy. Therefore, it is particularly important to identify false data. How to clean abnormal data? We can do this through anomaly data analysis models. Generally divided into manual behavior and machine behavior, these false data anomalies include: abnormal advertising sources; abnormal exposure and click frequency; concentrated exposure and click IP/region; excessive average user exposure and click volume; abnormal UA distribution of exposure and click; abnormal data time period distribution; abnormal arrival rate, second-jump rate, and conversion rate , etc. False data must be cleaned, while real and reliable data must be locked in. We can use the following table to illustrate how to lock in the right data. For example, for our promotion aimed at expanding brand breadth, the data indicators we focus on are the number of user readings and the number of user clicks and views. We can collect this data through different dimensions, such as implementation methods (time, location, media), target objects (region, client, age, gender), and implementation tools (display boredom, Landing Page, etc.). 5. How to make data bring value. Data is an asset. For online brand promotion, the value of data is reflected in describing the promotion status, presenting promotion problems, helping to solve problems, and guiding promotion strategy planning. So what can big data do for us? Big data truly reflects the execution results of the brand promotion strategy, fully depicts every link in the promotion process, identifies the problems in the promotion strategy, and provides clear goals for the next step of the plan. How can we make data realize its core value? Let us analyze it with a brand promotion case : The value of data - online brand promotion case: 1. Promotion strategy: The promotion goal and channel have been given, and now advertisements need to be placed on two media platforms. 2. Media placement results: Before correction: (The media has abnormal data) The placement area is too concentrated After correction: After clearing false data After media overlap analysis, the number of overlapping users of media A and B is 800,000. After removing the overlapping users, the actual number of people covered by this brand promotion is 3.9 million. After analyzing the users’ gender and age groups, we found out that the target users for this campaign are 2 million male users aged 20-40. Only half of the goal has been achieved. 3. Discover and identify problems: If the promotion fails to achieve the predetermined goals, where did the problem occur? At this time, it is necessary to identify and analyze the problem. We mentioned above that the media is one of the reasons, but there are other factors besides the media. The figure below is a promotion funnel analysis model. We can use this funnel chart for analysis. As shown in the figure below, each data indicator corresponds to an analyzable influencing factor. It is not difficult to find from this funnel chart that although the exposure is very high, the click volume/ CTR is less than half of the exposure, indicating that there is a problem in this link, and this link corresponds to the material content. In this way, we have locked the problem and found the key point of the problem. 4. Analyze the reasons and develop solutions. By analyzing the problems in the material link and re-developing the delivery plan, you can develop two different material contents for delivery according to media attributes. At the same time, you can develop different promotion plans based on time periods, regions, user attributes, clients and other factors. For example, you can deliver advertisements in different time periods according to the Internet time of consumers in different provinces and cities, and target people in need to achieve the ultimate goal. The core value of data comes from the correct judgment of the completion of promotion goals (checking for omissions and filling gaps), the evaluation of the effectiveness of existing channels, the objective guidance of the next activity, and the accumulation of historical data. Only by making full use of big data can brands create value and increase sales. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @99click Business Aid Technology compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
<<: How much does it cost to make the Bengbu Hotel mini program?
>>: How much does it cost to join the Zigong Car Moving Program?
Recommend
How to select high-quality APP promotion channels?
With the rapid development of the mobile Internet...
Why doesn’t the information flow convert? Here’s the reason!
This article only discusses accounts with landing...
Design of B-terminal fission activity template
Attracting customers is the first step for compan...
Review of NetEase Cloud’s personality dominant color activity!
I believe that everyone has been flooded with Net...
Li Ligang - The secret of wealth for powerful bosses and growing companies
Li Ligang - The secret wealth resource for powerf...
Data operation: How to analyze data on APP?
A friend told me that an Internet company he used...
What are the Douyin store operation skills? Douyin store operation skills and practice
To open a store on the Douyin platform, you actua...
Want to do a marketing activity but don’t know how to write a plan? Check out this article!
Many people always feel like they don’t know wher...
How much does it cost to customize a flash sale mini program in Wenshan?
How much is the quotation for Wenshan flash sale ...
5 "pitfalls" to avoid in marketing activities
As the old saying goes, "Failure is the moth...
Zhang Haiyin's 50 case videos: "All the cases you want to hear are here"
Zhang Haiyin's 50 case videos "All the c...
Product Operation: How to build a closed loop of content ecology?
Have you ever had this experience: you just start...
How much more is Huang Zheng’s wealth than Jack Ma? How much is Huang Zheng worth?
Huang Zheng's net worth exceeds Jack Ma Pindu...
Why is it so cold this year? When will the market pick up in 2022? Attached the latest news
In recent times, cold air has been moving south v...
WeChat Mahjong Mini Program Customization, How Much Does It Cost to Develop a Mahjong Mini Program?
After the Wuhan epidemic broke out, many people h...