How to do affiliate marketing in the data age? 6 tips follow.

 From the marketing point of view, we are simply divided into customer marketing and membership marketing. The difference between the two is that the former only needs to be completed, while the latter not only needs to know who the customer is but also the consumption potential and demand.

Affiliate marketing is a "wanted order" that finds people who are willing to buy, directly hits and sells accurately. Compared with customer marketing, affiliate marketing is more valuable and more systematic.

1. Who do you need to market to?

Membership marketing is only a means, it has no soul. It needs to be driven by the values and way of thinking of the management team to bear fruit.

Membership marketing focuses on the overall marketing model layout. In my opinion, the market is granular, and companies should not expect to do business for all mankind, as long as they bring back their own market granules.

7 Days Hotel has done this very successfully. They clearly know who their target customers are, and then make a "wanted order", target them, and choose and inform the customers

.

2. Contractual is the second key to affiliate marketing

Consumers want to know which product is the best and look for a brand they can trust.

The contractual nature of membership marketing can help customers and enterprises establish a sense of belonging, and its potential binding force enables members to integrate with products, and members’ expectations of businesses are also locked in by contracts.

 

3.Marketing rout

The membership system is undoubtedly the lifeblood of companies that take the public route and hope to cover their target markets.

The mass consumer market now has roughly two membership marketing paths: one is to directly develop members into members after finding people with consumer needs,

and companies analyze and find ways to stimulate their consumption at the same time; Among the customers, look for those who are willing to make repeated purchases, and tell them that they can enjoy relevant benefits when they become members.

Now most companies are inclined to take the shortcut of developing ordinary customers directly into members.

 

4.Level and behaviour: two systems of affiliate marketing

The preconditions for the construction of the membership marketing system are divided into two major systems: the level system and the behaviour system.

They are the two wheels that drive membership marketing and constitute the framework of membership marketing.

The level system is built according to level, customer's consumption contribution, purchasing power, etc.

This method of construction is suitable for companies with long product lines and rich product levels

. There are many successful cases in the hotel industry. In addition, some companies have a single product and do not need to be graded.

They can be divided by consumption concepts with the help of the convenience of communication between people in the digital age.

At present, Rika Rent-a-Car does not have a hierarchy, but a community system, which makes each promotion plan more attractive to people in a certain community.

In addition to the level system, member marketing also needs to build a member behavior system.

 

5. Behaviour

The behaviour system can be divided into four sub-systems: attribute system, activity system, purchase behaviour system, and emotion system.

The attribute system can help companies quickly target core consumers. Take Rica Car Rental as an example. According to the market granularity, more than 70% of our customers are born in the 1980s, and men account for the majority.

Then you can take the post-80s and men as the core of marketing "wanted orders", and do a series of marketing promotion around these characteristic groups.

The emotional system is another dimension worthy of attention. It is the finishing touch of the behavioural system, including labelling members who have refunded products and complained.

There may be 99 people who are dissatisfied behind a complaint, but not all consumers will report it to the company. We resolved a complaint from a customer, and in exchange, we might have retained 99 customers behind it.

 

6 Screen, describe, analyze, and then give your marketing plan

After the two systems are set up, the membership system will be revitalized.

The purpose of membership marketing is to analyze existing members and develop incremental members.

To form a closed-loop membership marketing, four things need to be done: first, filter out loyal customers; second, describe the profile of these customers; third, analyze their behavioural and emotional commonality; finally, look for behavioural data Make business judgments and develop marketing plans

Among them, screening and describing users is the most basic task.

For example, when I chatted with others, I said that the core user of Rika Rent-a-Car is Diosi. According to industry third-party data, the short-term self-driving car rental market has the youngest pe

people with an income of less than 10,000 yuan, but they are the most dynamic. Crowd. Diagnosis dominates the indian market and consumer culture. As the Diaosi group expands, after some of them become local tyrants in the future, the feelings of Diaosi will remain unchanged, and this feeling will affect the future local tyrants.

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