By Daisy, Senior Research Analyst, Fat Whale Intelligence
The outbreak has accelerated the process of enterprise digital transformation, and the trend of online-offline and multi-end integration is becoming more and more obvious. With the support of data and technology, marketers are able to help brands build closer relationships with consumers than ever before, but in practice, there are still two challenges that need to be solved:
1. User touchpoints are characterized by complexity and disorganization, and the traditional marketing approach of driving consumer decision-making in a linear way is no longer effective; This is the first time that we've seen the emergence of the digital divide in the marketplace, and we've seen the emergence of the digital divide in the marketplace.
2. Consumers in the digital age can interact with brands at any point in the day, making it harder to manage the customer journey.
Marketers are in dire need of new methodologies as well as innovative technologies to handle massive amounts of data and enhance brands' ability to operate consumers across multiple channels and scenarios, so as to achieve the goal of reducing costs and improving efficiency, and drive business growth. In this context, building a consumer-centric, omni-directional and refined operation methodology and applying it in practice has become a top priority for marketing.
As a leading international digital marketing consulting service provider, Acxiom has been awarded three major Tmall Consumer Operation Service Provider "Full Managed Service Provider", "Global Membership Service Provider" and "Consumer Operation Scenario Service Provider (High Level Capability)". The three major licenses are "Full Managed Service Provider", "Full Membership Service Provider" and "Consumer Operation Scene Service Provider (Advanced Capability)". At the same time, by virtue of the accumulation of methodology, brand reputation and solid case presentation in the beauty industry, Acxiom was ranked the first beauty TOP service provider in the FMCG industry in the second quarter of 2020 in the "Tmall Consumer Operation Service Provider List" of Alibaba's DFMC+ apparel fashion industry.
As early as April this year, Acxiom shared its understanding and insights on brand data marketing transformation, the trend of omni-channel data convergence, and the transformation and innovation of marketing data agencies with Fat Whale. Five months later, Fat Whale invited Nancy Song, Managing Director of Acxiom China, Shell Liu, Head of Business Growth Strategy of Acxiom China, and Xu Ke, Chief Product Officer of Acxiom China, to share with us how Acxiom transforms concepts into reality, combining the brand's omni-directional innovation practices and the application of Tmall's "Three Supers" methodology. Combined with brands' innovative practices in omni-directional marketing and the use of Tmall's "Three Supers" methodology, Acxiom will share how Acxiom has transformed the concept into an on-the-ground omni-directional marketing solution, helping brands to leverage the value of their data and realize the fine-grained operation of consumers.
1 Why develop a global marketing solution?
The ongoing epidemic has not only brought more and more consumers online, but consumer demand has also become more diverse, segmented, and personalized. Uncertainty about future income is driving some consumers to seek value for money, and the group model continues to soar. Meanwhile, as the time spent at home becomes longer, smart home products that free up the hands are also favored by consumers, who increasingly want to improve their quality of life with digital and intelligent products.
Image: Consumer Weibo
The reality, however, is that the company's data solutions are often out of step with the day-to-day work of marketers. That's because not only are consumers changing, but so are channels. According to QuestMobile's data, in addition to comprehensive media platforms, vertical media channels are also characterized by fragmentation and decentralization. Taking Auto Home as an example, PC terminal accounts for 37.3%, APP terminal accounts for 29.9%, small program accounts for 14.6%, and fast application accounts for 18.1%. Even for the same media, the users reached by different channels will be very different.
SOURCE: QuestMobile
Marketers are still plagued by these questions: How do you make sure your brand message is accurately communicated to your target demographic? How do you convert and stop churn when you've spent a large budget on new members? Are media budgets being wasted? How do you optimize your campaign strategy?
As a partner to brand owners in the field of identification and data compliance, Acxiom has been laying out a user-centered, multi-party data integration business since 2017, and has released a full range of marketing solutions that uphold the concept of data first. In Acxiom's view, the construction of CDP is the foundation, and the ability to recognize and integrate data is crucial in order for data to empower daily work, as it will directly affect the accuracy of consumer profiling.
At the same time, brand owners need to emphasize the power of consulting to develop a consumer operations strategy throughout.
Consumer behavior and consumption scenarios vary greatly across marketing venues. Some of these venues are suitable for increasing brand awareness, some can be used to accurately reach consumers and attract new ones, and some can directly drive sales. Brands need to understand the mind and behavior of consumers in each domain, develop consumer-centric solutions that cover the entire chain, and influence consumer behavior at each touchpoint to achieve a superimposed effect on traffic and avoid wasted budgets.
2 How can omni-directional marketing solutions help brand owners realize the goal of reducing costs and improving efficiency?
Acxiom's omni-directional marketing solution reduces costs for brand owners in two main ways. The first is to accelerate the enjoyment of internal information***, including consumer information, revenue information, media placement information, etc., to reduce the cost of communication within the organization.
At the same time, CDP's Smart Reporting feature allows you to integrate and visualize your reports, and allows you to design viewing privileges for your employees based on their position and department, helping you to save time organizing your data and producing reports, and to quickly advance your projects.
Secondly, Acxiom's Total Marketing solution can improve the efficiency of marketing campaigns, more accurately estimate the ratio of inputs to outputs, and rationalize the allocation of marketing budgets.
Acxiom will help brands create unique identifiers for consumers, complete automatic data matching, and complete data layering and management through an intelligent labeling system.
Labels are divided into two main categories, one is factual labels, such as age, gender, occupation, place of residence and other stable data. The other category is analytical tags, which help brands gain insight into consumer needs. Since the same consumer may have multiple labels, empowered by AI technology, Acxiom's products are also able to score labels and determine the extent to which a consumer is associated with that label, helping brands better segment their target customers.
The more accurate the label, the clearer the consumer profile, improving the effectiveness of the marketing campaign. For example, certain users who frequently participate in promotions and like to receive coupons are likely to be price-sensitive users. During promotions, brands can then target push messages to users with such tags to promote conversions. The system can also predict the future needs of consumers, for example, if a user reads a travel-related article on WeChat, then TA may have a need to travel in the near future, and brands can find marketing opportunities around the travel scenario.
Image: Acxiom's omni-directional marketing solution for FELOCA
Taking the French professional care brand FELOCA as an example, the brand has multiple official sales channels both online and offline, and there is an urgent need to integrate multi-channel consumers. Acxiom has developed an omni-directional marketing solution for the brand, through which consumers from different channels such as Tmall, Jingdong, WeChat and offline are diverted to the brand's official WeChat through the battle of pulling in new consumers and guiding them to complete the binding of the card to join the club. In the meantime, through the intelligent labeling system, the consumer data is stratified and managed, and the four main categories of the annual consumption amount, the sample customers, the membership time, and this month's birthday members are screened, and according to the labels, the full gift gift + store gift, plus gift, the first purchase of the member, the member's birthday gift, and other targeted preferential combinations, which helps the brand to achieve the goal of attracting traffic to the offline, and facilitating the re-ordering of the target.
3 How do you measure the effectiveness of your omni marketing solution?
With the introduction of new marketing methodologies and innovative technologies, there is a need for both the industry and individual brands to establish a set of performance measures to match. From Acxiom's experience, brand clients can measure effectiveness primarily in terms of whether the user experience is optimized.
The omni marketing center needs to make brands smarter and improve the accuracy of predicting consumer demand. For example, if a consumer purchases an under-eye essence, the brand should be able to determine that TA cares a lot about the maintenance of the skin around the eyes, and after purchasing an under-eye maintenance product, there may be a need to purchase an over-eye care product. When the brand launches a new eye cream product, it needs to find this consumer and push a customized message or offer.
As a leading e-commerce platform, Tmall has launched a strategic and practical "omni-directional crowd operation system" and "three super" methodology to guide brands to improve interaction efficiency. The "Three Supers" refers to "Super Commodity, Super Content, and Super Benefits", which brands can apply to their marketing practices to create commodities, content, and benefits that users love, and to improve the efficiency of matching people and goods from the supply side.
Image: Tmall's Double 11 Commodity Power & CLV Strategy
For brands that meet the "three super" indicators, Tmall uses "search recommendation" as an entry point to help brands realize the "human" (people) and "super rights". Tmall uses "search recommendation" as an entry point to help brands realize intelligent matching between "people" (consumers) and "goods" (commodities, rights, and content), and builds a "consumer value growth engine" (CLV Engine) to help brands validate their results on public domain traffic. The CLV Engine helps brands to validate the effect and realize growth in the public domain traffic.
Since 2017, Acxiom has become the first purely foreign-funded data service provider of Ali, and has carried out in-depth cooperation with Ali, successively becoming the first certified service provider of Ali's ecosystem data bank, the strategy center certified service provider, and entering the first list of fully managed service providers.
Case 1: New tools and scenarios help Tangerine achieve penetration of the GENZ crowd
Due to the impact of the epidemic, year-on-year growth in the makeup category slowed down in the first half of this year. As it is still in the early stage of the resumption of production, the brand has adjusted its marketing strategy at important marketing nodes including the 3-8 Festival, with a focus on stability and progress, and the burden of growth mainly falls on the 6-18 Mid-Year Promotion.
Based on business data from the first five months of this year, Acxiom conducted a strategic population diagnosis of Tangerine's consumers with extremely fine granularity, making it clear that improving the brand's penetration in the GENZ population is the driver for business growth. Based on this insight, Acxiom created "super products, super content, and super rights" for the GENZ crowd.
Image: Acxiom helped Tangerine develop its 618 marketing strategy based on the "three supers"
Tangerine launched a new Tangram product based on the needs of the GENZ crowd, with the selling point of "creating a full-face make-up in one plate" to attract GENZ people who like to try new things and seek convenience. The new product is based on the needs of the GENZ crowd. At the same time, new members can receive coupons, points, new product trial qualification and product redemption and other super rights and benefits.
In order to better realize the matching of people and goods, and to expand the GENZ potential customer base, Acxiom has formulated an innovative scenario operation strategy for Tangerine that covers both on-site and off-site.
In the off-site multi-screen casting, Acxiom innovatively used LBS technology to lock the crowd within 3 kilometers of colleges and universities in second-tier cities for UD casting. At the same time, superimposed on the age, occupation and other factual labels, as well as makeup consumption frequency, price preference and other category consumption labels, to tap the college makeup mind crowd. After completing the diversion, the UD crowd will be operated for 2 times, and the strong conversion harvesting will be completed with the Amoy advertising and live broadcasting.
In the station, based on the GENZ crowd's contact preferences and content consumption habits, we chose to guess your favorite, live, through-traffic, micro-tao, Taobao short video and other contacts for placement. The brand's short video flowed into the Guess Your Favorite public domain field and received free traffic support from Tmall's CLV program, which realized a substantial increase in exposure and added more than 27,000 new GENZ customers.
Reviewing the results of the operation, the brand's industry penetration rate and the proportion of this product in the GENZ crowd have been increased, and the use of LBS technology has successfully helped the brand to realize the coverage of the precise crowd and attract traffic, which will help the brand to further open up the online and offline scenes in the future.
Case 2 During the promotion period, the use of the "three super" to help a well-known skin care and makeup brand to complete the recruitment of members
The skin care and makeup brand has always attached great importance to member operation. Since the establishment of the brand's e-commerce department in 2016, it has more than 100 million consumer digital assets. Based on data insights, the brand found that tied members can bring a powerful boost to business growth. Therefore, on the eve of big promotions, brands usually formulate membership recruitment programs to attract potential users to join the membership, and use intelligent labeling systems to stratify as well as manage the membership, so as to realize refined consumer operations.
During the 618 period this year, Acxiom developed a membership golden quadrant strategy for brands. Acxiom first divided the potential population into new customers and non-members of the old customers, membership recruitment and conversion period is divided into three stages of "pre-storage, mid-heating, and late lying to win", the development of the investment strategy, by matching the corresponding membership rights and benefits, and gradually contribute to the conversion of members and business growth.
Picture: Acxiom helped a famous skincare and color cosmetics brand develop a membership recruitment strategy based on the "three super"
For new customers, Acxiom started from the media, the public domain, and the private domain of the three major marketing fields, through the Alipay/internal media placement, invitation to register fission, U first distribution samples, and other channels stacked play, to promote new customers to complete the card.
According to the newest version of the website, the newest version of the website will be the one that will be used for the newest version.
For non-members and new members, the brand launched the brand membership day activities on May 18 and June 18, through the group chat, exclusive customer service, SMS, live broadcast and other touch points, with the membership coupon, members of the exclusive increase, doubling of points and other super rights valid only on the day of the membership day, to shorten the path of conversion to promote the old customers to tie the card to join the membership and the conversion of new members.
Under the stimulation of the pre-emptive booking of incremental rights and benefits, the brand successfully attracted more than 20,000 new card-carrying members on the 518th Membership Day alone; the super rights and benefits of the new product trial were even more effective, with more than 50,000 people completing the card-carrying membership action***.
Of course, for all data marketing companies, as more and more sources of data are incorporated into their products, there are multiple personal privacy protection laws around the world that require safe, reasonable, and compliant use of data. Acxiom has always attached great importance to data security, data ethics and privacy protection, and has dedicated Data Governance Officers and Chief Security Officers in all regions of the world to ensure the implementation of information security and privacy protection strategies. Acxiom China has also obtained the authoritative National Level 3 Protection Certification and is routinely subject to security audits by the Big 4 accounting firms every year.
In the era of consumer sovereignty, it has become a must for marketers to refine their consumer operations based on data, whether for short-term battles or medium- to long-term development. The new state-led infrastructure as well as the reform of market-oriented allocation of factors will inject new vitality into China's economic development, which is conducive to enterprises to achieve consumer-centric digital transformation as soon as possible. Enterprises need to pay attention to consumer assets, establish a global marketing center, get a step ahead of others to gain insights into consumer changes, and start from the supply side to realize the matching of people and goods to achieve long-term growth.