The Internet e-commerce ecology is becoming more and more perfect, the traffic dividend has disappeared, and the period of the Fax List barbaric growth of brands relying on the platform has basically ended. Judging from the situation of this year's Double Eleven, brands cannot accurately obtain high-quality crowd packages in the placement of bidding advertisements, which makes it difficult to place more volume; users have confusion in choosing labels, and they do not know what kind of people they are targeting; The backlog of goods makes it more difficult to sell.
The reason is that the brand lacks understanding of its own users, and also lacks scientific guidance in terms of effective user reach, formulation Fax List of delivery strategies, and measurement of delivery effects. We call this part of the action that the brand lacks "user relationship asset operation", which mainly has the following three manifestations. 1. Brands do not understand users, resulting in poor advertising efficiency Many brands are eager to monetize through bidding advertising due to performance pressure, but after investing for a period of time, they find that the ROI is getting worse and the cost is getting higher and higher, and even the traffic volume cannot be run out. The main reason is that the number of precise users is limited, and many brands are staring at these users.
When these crowd resources become scarce resources, the competition between brands becomes more and more fierce. Faced with this situation, the correct action is to expand more people. The question is: In addition to the known population, what other suitable populations can be expanded? Another problem is: how to make good use of user Fax List relationship assets? The current situation is that brands not only do not have enough data accumulation, but also cannot keep up with their operational concepts, technical algorithms and productization capabilities. How to stratify brand users? How to adjust items with user changes? How to guide operations through user changes? Without the right tools, it is difficult for brands to address these user growth issues.