Margaidheachd as fheàrr: Carson a bu chòir dhut co-thaobhadh branda a cho-thaobhadh ri gnìomhachadh & aithris

sgaradh branda

With high volumes of data created across multiple marketing channels, brands are challenged to organize and active the right data assets to maximize cross-channel performance. To better understand your target audience, drive more sales, and reduce marketing waste, you need to co-thaobhadh do sgaradh branda le gnìomhachd didseatach agus aithris.

Feumaidh tu an carson bidh iad a ’ceannach leis an a tha sin a ’ceannach (cuairteachadh luchd-èisteachd) chun na (eòlas) agus ciamar (gnìomhachadh didseatach) gus am bi na h-oidhirpean agad air an an aon duilleag.

The key reason for this alignment is to increase efficiencies and synchronize your efforts so that each element is working in correlation with the other. Knowing what audience to target determines what marketing initiatives you should use to engage them, which in turn directs you to the right insights to improve your segmentation. It's a cycle that is interrelated and symbiotic.

Bidh criomag a ’stiùireadh do ro-innleachd

Segmentation is making sure the right message -> gets to the right buyer -> at the right time. It's also a great deal more economically efficient than mass marketing. By segmenting high-performing users you will increase engagement with current users to drive more value from your audiences. Aligning your segmentation with the activation strategy is key.

By gaining an understanding of consumer behavior you have the insights needed to increase conversions. Segmentation is the tool that helps you analyze aggregates of consumers that share common characteristics.

Le bhith a ’cuimseachadh air na roinnean aig a bheil an comas as àirde a bhith an sàs, faodaidh tu ro-innleachd margaidheachd nas èifeachdaiche a leasachadh a bhios a’ frithealadh feumalachdan luchd-cleachdaidh nas fheàrr agus aig a ’cheann thall a’ neartachadh atharrachaidhean.

Bu chòir 5 eileamaidean de na roinnean as èifeachdaiche a bhith

  1. Tomhas - stèidhichte air meud, cumhachd ceannach, agus ìomhaigh roinn
  2. Susbainteach - de mhais èiginneach a tha prothaideach
  3. ruigsinneach - fear a tha furasta a ruighinn
  4. Diofar eadar-dhealaichte - sònraichte bho chàch
  5. Gnìomh - a tha a ’comasachadh prògraman / iomairtean èifeachdach a leasachadh

To segment markets properly, you need to divide them into distinct groups with specific needs, characteristics, or behaviors which require separate products or marketing mixes. It's key to activate the audience segments you have identified across the entire digital ecosystem.

Bu chòir do sgaradh targaid a dhèanamh air bunait

  • Dè an luchd-cleachdaidh as fheàrr a fhreagras air do bhrand (ean)
  • Dè a bhios a ’mhòr-chuid a’ dèiligeadh ri feumalachdan agus brosnachadh ceannaiche
  • Far a bheil luchd-cleachdaidh anns a ’chearcall ceannach
  • Feartan a ghabhas tomhas a tha a ’ceangal ri KPIs leithid meud agus roinn margaidh
  • Furasta aithneachadh pearsa (pròifil)
  • Comasachd ann a bhith a ’cuimseachadh (stèidhichte air ceistean fiosgail, stòrais, agus practaigeach) agus comas fàis cunbhalach na h-earrainne

Feumaidh tu giùlan ceannach gach ceàrnaidh a thuigsinn agus ìomhaigh luchd-cleachdaidh a leasachadh (tro sgrùdaidhean agus cumail sùil air làraich-lìn làn dàta).

  • Feumaidh tu tòiseachadh le sgrùdadh DNA branda gus neartan / laigsean a ’bhrand a mheasadh
  • Segment gus na buidhnean targaid a chomharrachadh air am bu chòir fòcas a bhith
  • Comharraich targaidean bun-sgoile agus àrd-sgoile
  • Stèidhich suidheachadh a ’bhrand
  • Cuir an targaid an gnìomh gus eadar-obrachadh leis a ’bhrand ann an dòigh bhrìoghmhor

Aon uair 's gu bheil thu air sgaradh an luchd-èisteachd agad, you should be looking for the influencers, brand ambassadors, evangelists, and advocates. Using these individuals or groups, you can maximize the efficiency of brand activation and increase response rates.

Bidh sgaradh a ’stiùireadh gnìomhachd èifeachdach

Gus èifeachdas riaghlaidh branda a bharrachadh agus do bhuannachd farpaiseach a choileanadh / a chumail agus atharrachaidhean a mheudachadh, feumaidh tu sgaradh branda, teachdaireachdan agus gnìomhachd a cho-thaobhadh.

Le bhith a ’sgaradh do bhrand gu soirbheachail agus ga cho-thaobhadh le àrdachadh gnìomhachd:

  • Mothachadh inntinn
  • Coltas branda
  • Ceannach branda

Making use your CRM and third-party data sources, you can segment your audiences and help plan activation. By identifying your best customers, you can focus on the best media to reach them and the best message to engage them.

When you're planning your marketing activities you have to keep segmentation in mind so you can determine which elements to include in your marketing mix. The right mix of marketing activities and vehicles is closely linked to the behaviors of the target audience.

Market segmentation and building a differentiated value proposition are two of marketing's most powerful tools for guiding a marketing strategy. It clearly identifies which consumer targets will generate the highest return in conversions and provides a better view of how to best reach and engage them.

Once you've figured out segmentation, you can align it with activation. Brand activation involves bringing a brand to life in the marketplace. It's about delivering brand growth by using all channel opportunities to connect with consumers and deepen their experiences/relationships with your brand. You need to:

  • Tionndadh ro-innleachdan branda gu planaichean gnìomhachd ùr-ghnàthach
  • Leasaich ceanglaichean margaidh nas dlùithe le luchd-cleachdaidh
  • Cuir an gnìomh prògraman gnìomh luchd-cleachdaidh
  • A ’stiùireadh faicsinneachd branda agus làthaireachd sianal
  • Cumail sùil air leasachaidhean margaidh agus coileanadh branda

Establishing an emotional or rational attachment between consumers and your brand to foster the engagement is paramount. This is aligned with how you craft perceptions and behaviors in relation to your company.

Bidh aithris branda a ’toirt sealladh nas fheàrr dhut a thaobh sgaradh

Bidh aithris a tha ceangailte ri sgaradh a ’cuideachadh le bhith a’ toirt seachad na lèirsinn a dh ’fheumar gus fiosrachadh a thoirt don phròiseas margaidheachd agus a’ stiùireadh leasachadh iomairt.

Aligning segments to reporting, allows you to determine which segments are most profitable so you can increase targeting efficiency. This strategy provides you with a more accurate picture of which individual segments contribute to your ROI, which ones require greater attention and more resources, and which to eliminate.

Tha co-thaobhadh co-ionann ri optimization

Tha an iomall farpaiseach agad an urra riut an luchd-èisteachd ceart a lorg airson do thoraidhean / sheirbheisean, agus an uairsin a ’faighinn an teachdaireachd cheart thuca.

Segmentation is the tool to help achieve this, but unless it is targeted with the right marketing mix, you are wasting efficiency and cutting into your margins. The vast store of data you have must be used to determine both who to talk to and how to reach them effectively to drive engagement. Once you have sgaradh co-thaobhach ri optimization, agus a ’dol an sàs ann an aithris a cheart cho èifeachdach gus lèirsinn fhaighinn, tha eòlas agad mu dheireadh a dh’ fheumas tu gus atharrachaidhean a dhèanamh gu cunbhalach.

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