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Contraction of Interconnected Network

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Dodano 2 miesiące temu; 27.11.2019, 21:38:55
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Dodano 2 miesiące temu; 22.11.2019, 11:46:04
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Dodano 4 miesiące temu; 26.09.2019, 15:40:28
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Dodano 6 miesięcy temu; 15.08.2019, 21:39:01
Marketing automation tools are useful tools for organizing marketing activities such as lead generation (acquisition of prospective customer data), lead nurturing (development of prospective customers), and lead qualification (determination of prospective customers to be handed over to the sales department). is. One of the elements to make it work is "automation", but not everything starts automatically when you put in the tools. In order to achieve results using marketing automation tools, it is necessary to design "scenarios" and set when and what to do with the tools.

 In this article, we will explain the basic concept of scenario design with specific examples for those who are planning to implement marketing automation or for those who have just implemented it.

[Basic] Scenario concept and framework
 “Scenario” is a word that originally represents a script or script for a drama or play. The scenario is a summary of the order in which the drama develops and who says what line in what scene. From there, the path to realizing a certain plan is also called a “scenario”. A “scenario” in marketing automation can be thought of as a “scenario” for automating marketing tasks. Ultimately, a scenario can be defined as a flow to turn potential customers who may be interested in their products into real customers. Scenario creation is based on the customer journey (buyer's journey). In the customer journey, it is clarified in the customer journey how the target persona will reach the contract, and the mechanism for moving from one stage to the next is designed as a scenario.

★ If you want to know more about the customer journey, please see the column below.

Related article: Visualizing customer behavior! Make a customer journey map

 In general, it is said that many BtoB products take half a year from the first contact between a company and a prospective customer to a contract, or a few years at the longest. In addition, many people from multiple departments are involved in purchasing and introducing products. For this reason, it is usually necessary to design a scenario in detail after dividing the actions that a customer can take before the prospect becomes a customer into several phases.

 The following diagram illustrates the basic framework used in marketing automation scenario design.

Scenario design framework

 There are three main points to consider: “Who”, “What”, “When, where, and how”. Below, these three points will be explained in order.

Decide who you are-Targeting-
 First, define who is the target of the scenario. Define scenarios such as "persons who participated in seminars", "persons who have downloaded materials but have not contacted them", and "persons who have visited the company's website many times but have not yet made inquiries". The This is called “targeting”.

Targeting example

Use segment design points and scoring
 In the targeting process, you decide who you want to target, and then design conditions for identifying the target. Dividing the target by attributes and behavior is called "segment design", and this segmentation determines the success or failure of targeting. “Segment” means “partition” or “part”, and in marketing it is used with nuances such as “group with common attributes”. A common example of segment design is gender or age split. Specifically, DM for aging care cosmetics is better for women in their 40s rather than high school girls, and the sample of male hair restorer is more successful by approaching men in their 40s than men in their 20s You will get. The point of segment design is to extract the most appropriate segment according to the marketing plan you are trying to execute.

 In marketing automation, in the case of BtoB, the business history, sales, department, position, etc. In the case of BtoC, along with attributes such as gender and age, the action history on the web and scoring results measured with marketing automation tools, etc. Used for segment design. As shown in the following figure, users can be classified according to the number of times the website has been viewed and the pages viewed, and if the tool has a scoring function, it is classified based on the condition that the score is ≥ points. You can also do it.

 I've talked about segment design, but this is both important and relatively difficult. For example, when extracting the demographics of visitors who are likely to be particularly interested in your company from the visitors to your site, it is difficult to determine from the beginning if you have visited more than once. . For this reason, we will first make hypotheses based on other companies' cases and gradually tune them up during operation.

Deciding "What"-Offer-
 Once the target segment is clear, consider what to do to get the target to take action. For example, you can offer a free whitepaper to convert anonymous users to real users, or distribute discount coupons to reactivate dormant users who have been inactive for a long time.

Offer example

Decide when, where, and how
 Once the target and offer are clear, design when and how to present the offer to the target. E-mail, telephone, DM, etc. are common methods for presenting offers, but recently, due to technology evolution, new delivery methods such as pop-up display to prospective customers browsing websites and appeal by push notifications have appeared. I am doing it. Use these methods properly and select the best delivery method for the target and offer combination.

Offer distribution example

Scenario design template
After clarifying "Targeting (who)", "Offer (what)", and "Delivery (when, where, and how)", record the details of the design just in case. Templates useful for scenario design are available on the following page. Please download and use it.

Click here to download the scenario design templat
Postów: 2
Dodano 6 miesięcy temu; 15.08.2019, 21:36:13
The emphasis on marketing is “customers”
Since marketing refers to the overall activities in which customers select and sell the company's products and services, marketing is also said to be “creating a system for selling / selecting products / services (customers want to buy)” . Since customers choose and buy products and services, the main focus of marketing is “customers” . In marketing, the target customer is “Who”, whether the customer “why” buys it or not, “how” the customer feels the product or service is better / desirable than the competition Can you get it? Pondering, planning and practicing strategies and plans.
In this respect, the essential orientation is different from “sales promotion”. Although “sales promotion” is positioned as a part of marketing, the main theme is “product” even though it has the common theme of “sales” , regardless of whether or not the customer wants it. The important point is how to sell. [url=]بازاریابی[/url]
“Customer understanding” is a major premise in marketing
Understanding the customers who choose and purchase products and services is a major premise for creating a system that allows products and services to sell and be selected . It is necessary to capture customer issues and needs through customer structure analysis based on the customer database, data analysis stored in-house such as purchase data and access logs, and market analysis such as “3C analysis”. Of course, since these data are based on the “results of customer behavior” at the heart of the data, “Why did you take such actions?” “How can you promote such actions?” If we don't build a marketing hypothesis from the customer's perspective, it will be difficult to create a system where products and services can be sold and selected (customers want to buy).

Marketing in the age of customer diversification
Customer understanding is not that easy. Even if demographic attributes such as gender, age, and place of residence are the same, each customer has different challenges, values, and needs. In addition, in the present age when “diversification of customers” is accelerating due to the spread of the Internet, the increase in the number of terminals used, and the internationalization trend, it is expected that the same message will be sent to all customers through mass advertisements such as television and newspapers. In order to achieve marketing results, the “customer-optimized approach” has become indispensable.
طرح توجیهی
In “customer-optimized marketing”, in addition to how to approach “individual customers” and achieve results (strategy) , the optimization of information provided (creative) and individualization according to the interests and behaviors of individual customers An environment (technology) that enables customers to respond is necessary, and marketing of the “strategy, creative technology” trinity may be required.
خرج کار
Towards the practice of “customer optimized marketing”
The diversification of customers is as described above, but the customer's interests, perceived value (merit), information contact attitude, and willingness to act vary depending on the customer stage. In order to achieve marketing results, it is necessary to move the customers of each stage to the next stage, so use the “Marketing Funnel” to provide what value and what kind of approach for each customer stage. Marketing communication (e.g., how to identify customers with high prospects, and when, in what form, and in what way they can stimulate customer behavior) It is necessary to carefully examine and design the entire frame of content, frequency, timing, etc.).
Changing the marketing approach for each customer and each customer stage is limited in human response, but if you can use marketing technology and design the entire marketing frame based on the marketing funnel, the efficiency and effectiveness optimized for the customer I think that it will be possible to develop marketing.
What is “customer-optimized marketing” for you? How about thinking at this opportunity?

ostatnio edytowany przez Użytkownik_76752
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Dodano 7 miesięcy temu; 25.07.2019, 07:12:49
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Dodano 7 miesięcy temu; 21.07.2019, 11:26:01
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ostatnio edytowany przez Użytkownik_75876
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