"Public-private partnership" drives traffic conversion and empowers digital marketing

With the shortcomings of the traditional marketing model highlighted and the combined impact of the COVID-19 epidemic, companies urgently need to use digital technology to transform their marketing models and create smarter, more convenient and more accurate services. In digital marketing, traffic is a key element. How to obtain traffic, complete conversion and generate stickiness are important issues faced by enterprises in the digital transformation of marketing. To choose which model to obtain and stabilize traffic, you must first locate the customer group, analyze which type of customer group the products or services sold by the company are suitable for, and set a "corporate personality" that can attract the target group, and then use different channels and methods Obtain traffic and eventually monetize the traffic to generate marketing value. What is "public" and what is "private"? At present, there are two main channels for enterprises to obtain traffic: public domain and private domain. Public domain traffic mostly refers to the crowds existing on each platform, which has the characteristics of high reach costs, high customer acquisition costs, and mixed crowd composition. For example, in the form of advertising on e-commerce platforms, short video platforms, and websites. Private domain traffic refers to the crowd that exists in the enterprise database, which has the characteristics of low reach cost, low conversion cost, and centralized crowd. For example, marketing text messages, personal public accounts, WeChat groups, Moments, etc. "Public domain and private domain" gameplay and advantages Obtaining public domain traffic is mostly based on brand building, and enterprises must establish word-of-mouth awareness and long-term awareness. In practice, companies must implement their marketing strategies through omni-channel brand communication. It is necessary to plan an eye-catching brand promotion theme, the content should stimulate users' consumption needs, and at the same time, use the power of digital marketing planning activities to promote product sales. In addition, public domain advertising data monitoring and analysis must be done afterwards to provide necessary decision-making support for the company's next brand promotion strategy and marketing strategy improvement. The deeper the public domain traffic is, the greater the user value will be. So, what are the methods for public domain operations? 1 User mining requires accurate and accurate user portraits as the basic prerequisite for public domain operations. Based on big data, customer groups are accurately located and then promoted. 2. When choosing media, you need to use high-quality materials from other mountains to conquer jade. Good media and platforms can bring strong boosting force and leverage the advantages of the platform to stimulate user consumption needs. 3. Transaction scenarios must be convenient. Transaction scenarios must be convenient: shorten transaction paths, save transaction time, improve user experience and stimulate word-of-mouth sharing, to achieve wider and better communication effects. Compared with obtaining traffic through the public domain, more and more companies are now focusing on the private domain because the effect it brings is more intuitive. "Private domain traffic" includes both the traffic generated by the private domain itself and the public domain traffic that can be diverted to your own private domain for your own use. So, what are the specific advantages of the private domain over the public domain? 1. The cost of private domain traffic is lower. Compared with public domain traffic, the cost of private domain traffic is lower. If done well, it is even free. 2. Private domain traffic is more loyal. Compared with public domain traffic, which is a one-time acquisition of customers, private domain traffic is more loyal, and it is easier to carry out secondary marketing to loyal users. 3. The cost of acquiring customers is getting lower and lower. Nowadays, many companies are accumulating private domain traffic. When the private domain traffic of an enterprise reaches a certain level, the cost of acquiring customers will become lower and lower. The essence of private domain operations still lies in operating user relationships. Personalized content services are the basis for users to generate a sense of identity and stabilize traffic. Enterprises must have a recognition: the transition from the public domain to the private domain is also a transition from traffic thinking to user thinking. The process of operating user relationships can generally be divided into steps such as role positioning, user acquisition, user activation, sales conversion, and risk avoidance. In addition to focusing on operations, companies also need to attach great importance to the matching of products and services. Only high-quality products and services can generate public awareness in the circle, so as to better maintain the stability of the traffic pool. For example, product stories, design concepts, technological improvements, etc. can all be used as promotional points to shift from selling products and services to selling culture and feelings, creating a highly interactive and warm brand image. Under such operation, private domain users are no longer a one-time source of profit, but a source of customers with stickiness and loyalty, allowing enterprises to obtain long-term and stable profits. At present, private domain user operations still have some difficulties in the practice of corporate marketing. After users enter the private domain, it will test the brand power of the company. Whether it can keep users sticky is crucial and not easy. In this process, we must be wary of short-term utilitarian tendencies and not rush to focus on traffic monetization. Haste makes waste, and it takes time to accumulate and monetize traffic. Only by accumulating long-term value among user groups can corporate marketing achieve stable results.

"Public-private partnership" creates a digital closed loop to open up the connection between public domain traffic and private domain traffic, and accurately guides wide-area traffic to the enterprise's private platform for marketing operations, forming a "public-private partnership" digital marketing closed loop - which is the key to obtaining and stabilizing enterprises' digital marketing Important patterns of traffic. An efficient digital marketing closed loop from the public domain to the private domain can achieve batch marketing conversion and promote performance growth. The public domain obtains a large amount of traffic and then diverts it to the private domain, where personalized and precise operations are carried out. At the same time, the feedback obtained after private domain operations can feed back corporate marketing strategies, provide decision-making support for better obtaining public domain traffic, and simultaneously promote marketing conversion and performance achievement. For example, based on feedback from sticky customers in the private domain, brand advertising content and public platform selection can be made more accurate. It doesn't matter whether the cat is black or white, as long as it can catch mice, it is a good cat. Regardless of public domain or private domain, it is a good method to bring traffic conversion and assist marketing. Marketing professionals or companies can better achieve traffic conversion and monetization by linking the public domain with the private domain, helping enterprises to make their digital marketing more professional and effective. You join the "Pharmaceutical and Device Industry Digital Marketing Exchange Group" to discuss knowledge related to big data and data analysis in the medical industry. Share an exciting piece of content with everyone every day, let's learn together and make progress together! If you want to learn more about the industry or obtain more industry-related information, you can