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慧科讯业AIDA模型让数字营销时代的商业决策更精准

2019-2-21 15:39| 发布者: steven| 查看: 3636| 评论: 382

数字营销时代,如何实现海量数据洞察有价值的商业信息将海量复杂的数据转化为可量化的效果进行衡量,是企业实现自身数字化营销转型的关键。当今时代,消费者已经转变为“数字为先的消费者”,数字已经贯穿于消费者购买行为和决策的全过程,为此慧科讯业研究分析单元——WisersAnalytics将经典市场营销理论和自主研发的强大的AI文本语义识别技术结合,设计了针对数字营销特征的AIDA方法论模型,通过品牌的认知广度、兴趣热度、口碑强度和购买行为一系列指标来量化消费者的购买路径,为企业实现看得见的从数据到洞察的营销分析研究。

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以美妆行业为例:根据慧科讯业2018第三季度最具传播力美妆活动Top10榜单显示,低单价的入门级唇妆产品推广活动成为的焦点,Top10活动中占据了6席。而在第二季度中还没有加入流量偶像代言大战品牌X,在第三季度也开始试水粉丝经济,邀请某当红偶像,凭借排名第一的热度,攀升至第二。

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让我们来看看该人气偶像代言的品牌X的营销活动是如何在短短的一个月实现从活动的少量曝光,到引起粉丝的兴趣热度,再到引爆粉丝口碑,最终将关注力转化为购买力的完整过程。

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该品牌的唇蜜营销活动一方面通过明星代言人+七夕节日活动为产品打造两款不同的限量发售产品,借助节日活动以及明星代言人的影响力扩大粉丝触及,提升兴趣热度与口碑,刺激销量。另一方面通过抽奖使用+品牌宣传片+明星转发+线下派对引爆话题。

从品牌曝光的效果上,该品牌以微博为主宣传阵地,先由产品入手,由“限时”“限购”“小样”“VIP活动”等关键字引起网友关注,刺激网友通过天猫下单,进行预热。同时通过线上微博电商深度推广+流量爱豆助力传播抓住网民的眼球,粉丝曝光转化为产品潜在使用者,从粉丝被动参与,到花式宣传主动传播,在活动进行期间,该品牌百度的搜索指数激增,最高达到了平日的8倍之多,有效的引起了网民对于产品的兴趣。粉丝主动传播的试用心得的行为在引发互动的环节更加明显。一个拥有200+粉丝的普通微博用户,能够带来5000+互动量,转化率超过2,000%。在内容层面的提供试色干货+抽奖的优质体验,粉丝同时也变成了品牌产品口碑缔造者。

明星+营销活动引发了数据的狂欢,那这些带来的互动量中,有多少是单纯夸明星的?又有多少是对于品牌产品的正面口碑呢?从活动的大数据洞察中可以发现,“买买买”是该人气偶像帖文评论中前10的高频词,其强大的带货能力可见一斑。而嘴上说着要买的粉丝,真的买了吗?WisersAnalytics结合销量数据一起给出了解答:活动结束后,连环限量版引发饥饿营销效果。粉丝“爱屋及乌”明星同款延长产品周期,未抢到限量版的粉丝已被深深种草,通过天猫继续购买明星同款产品。该品牌唇蜜营销活动的成功,说明粉丝不仅仅是“冲量”的代表,她们同时也是产品口碑的意见领袖,是优质干货内容的缔造者。在互联网高速发展的今天,粉丝营销为企业自身品牌营销带来的商业价值是毋庸置疑的。 

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WisersAnalytics专有的AIDA分析模型进行分析之后会发现,以上案例表面上只是一场明星为主导的产品推介,可实际上却有深层的营销逻辑——从扩大活动知名度,引起网友兴趣,激发口碑发酵,到最后的购买行为转化,步步推进。而这一缜密营销行为的支撑点,正是真实可靠的大数据。比如如何确认粉丝群体和潜在消费者受众的重合,用怎样的方式触动网民神经,实现从被动参与到“自来水”的花式主动传播。如何避免漂亮数据过后销售转化差的尴尬等,都需要大数据驱动才能找出结论,找到最佳解决方案。

WisersAnalytics依托慧科讯业20多年积累且不断增长的中文全媒体资讯数据库及语义资源,以人工智能与大数据技术为驱动,使用AIDA作为客户的分析框架,利用AI技术,如话题发现、情感分析、主题分类等,能够发现更深、更新的见解。同时深耕垂直行业,持续的追踪监测为品牌发掘潜在新趋势,帮助企业更好连接用户和市场,传递品牌理念和价值,实现新传播语境下的品牌进阶。


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