Text丨Amy Ma
"Would you like to join our store's WeChat group? There will be 88% off on Tuesday's membership day, and there will be 30% off on mangosteen at 8 pm. You can also book lychees in Nanshan, Shenzhen in advance. Online reservations are only 30% off..." We have all encountered this situation. Even if we pass by a fruit stall next time, we rarely walk in, but wait to participate in the activities in the group. The example of
is just a small microcosm of the whole-region operation.
Following " private domain ", the "full domain" is very popular at the moment. Both brands, platforms, and service providers are trying to layout the entire domain. However, since it is still in the early stage of exploration, people have different views on the whole region. There are a series of questions about what the whole region is, why it is so popular, why it must be done in the whole region, and how to do it.
This article will clear away the fog and lead everyone to further understand the entire region. What exactly is the entire domain of
?
From the feedback from upstream and downstream practitioners in the industry, everyone has basically formed a unified consensus on the entire domain: online + offline, public + private domain.
Tencent Vice President Luanna proposed at the Tencent Smart Marketing Summit, "A true all-area operation must be user-centered, and a deep and lasting relationship must be established to be called whole-area operation. Among them, the premise of user-centeredness is that no matter whether the traffic comes from online or offline, enterprises need to have a ability to clearly identify the same user characteristics."
Tencent Vice President Luanna
This means that the whole region is connected online and offline, and is connected between the public and private domains. On the basis of unified user identification, companies provide consumers with not only goods, but also services; consumers' trading areas are not only offline stores, but also online.
From the perspective of traffic, whether the traffic comes from the public or private domain, whether it is offline customer flow, promotional flow, product information flow, online service flow, advertising flow, etc., all traffic is also connected. "Only based on unified user insights can it be a real global operation," Luan Na pointed out.
In practice, especially after the epidemic, many companies have tasted the lessons of blood and tears, and then realized that they must do the whole region. In the past, companies used to put their abilities and resources that they are best at in one basket. However, during the epidemic, if catering companies only build offline stores, they are likely to have no results. And those companies that have tried online takeaway before can at least survive.
"The core of the whole-domain operation is to use all resources and channels that can be used, both the public and private domains, online and offline, and even domestic and foreign countries, within the scope you can reach, stand in the perspective of consumers, and look at all his contacts with one person as the core." The vice president of a tea group once told Morketing based on his own practical experience.
In this way, the industry has formed a basic consensus on the entire region, focusing on users, combining online and offline, public and private domains, and in-depth communication with users from more comprehensive contact points, so as to have better operation and transformation. How popular is the entire domain of
?
"Have you been watching the whole domain recently?"
"We have been doing it for half a year..."
has become one of the most concerned contents for industry people when meeting and greetings. For a time, both the brand, the platform, and the service providers focused their work on the entire region.
Among the brands, brands such as clothing, beauty, and glasses are actively expanding the entire region. For example, a beauty brand has created an efficient path to accurately harvest new customers across the region, cultivate users in private domains, and efficient live streaming conversion, achieving dual-line improvements in short-term sales performance and long-term private domain assets. Among them, enterprise WeChat alone brought new users to the store to increase by 745% month-on-month, new customer orders increased by 28% month-on-month, and offline customer flow increased by 150%.
In addition, the vice president of a certain clothing brand of once imagined, "I hope that all stores can realize the circulation of in the future." As of now, the brand's official website mini program has accumulated more than 20 million users, and GMV accounts for nearly 10% of online direct e-commerce.
On the platform, many companies are vigorously promoting the entire region and providing a variety of tools and services. takes Tencent ecosystem as an example to further illustrate that on the one hand, WeChat users have exceeded 1 billion, covering a huge public domain traffic base; on the other hand, WeChat's social tool attributes, rich content in the official account, SousiSou's information search function, mini program sales conversion function, as well as WeChat payment, enterprise WeChat and other tools, also bury rich touchpoints in the users' daily use links, so that enterprises can reach and operate their own users.
There are also many technical service providers that launch related products and platforms. For example, a technology service provider in has launched a global closed-loop big data platform. supports brands in various industries to find where the "wasted half of money" is wasted in soft and broad-based planting grass, and why it is wasted, is it because the materials used or the target consumers are inaccurate, or because of the problems of KOL and KOC.
and other technical service providers have launched CDP based on all-domain data. On the one hand, they open up more comprehensive public-private domain contacts, such as Qiwei, intelligent customer service, etc., to achieve the docking of all-round public-domain contacts; on the other hand, they connect online and offline data capabilities, and realize the full-domain awareness of users through the comprehensive connection of multiple consumption scenarios.
is used as a whole domain, why not miss Tencent ?
At the moment, we are in the VUCA era, full of too many uncertainties, which forces every company to think deeply about how to find auxiliary positions or future positions while managing the main positions well, and improve their ability to deal with risks with a global business thinking.
Therefore, most enterprises began to try digital transformation to , and realized that digitalization is not simply equivalent to a private domain, but should consider the problem with the whole domain. So, why should enterprises not miss Tencent when doing the entire region?
First of all, Tencent ecosystem has rich traffic scenarios and a massive user pool, which can connect public and private domains well, and build a commercial, intelligent, and multi-channel reach system, allowing advertisers to push the right products to the right people in the right scenario.
private domain is the cornerstone of the entire domain. Only with a private domain can we do the entire domain. The WeChat ecosystem is almost equivalent to the private domain, and many companies have long regarded WeChat as a private domain management base.
Secondly, if enterprises want to achieve more flexible and comprehensive intelligent management across the entire domain, they must have a strong data foundation at the bottom.
In the Tencent ecosystem, enterprises can manage public and private domain contacts in a unified manner, which can ensure that the underlying data foundation in the entire marketing activities and links can cover the entire domain. Since the underlying layer is full-domain data, and above are full-domain contacts triggered by tools such as WeChat, enterprise WeChat, community, and video accounts, enterprises can achieve complete user operations in the Tencent ecosystem: new purchase - first purchase - repurchase - loss - recovery, covering the operation and management of the complete user link from the first contact to the entire user's entire life cycle.
Finally, to do a good job in the whole region, it is inseparable from the technical foundation. After all, whether it is to make commercial standards for unified description of goods, or to break through the volume bottleneck, or to collect user clues and improve conversion efficiency, it is inseparable from technology.
Tencent Vice President Jiang Jie
At the meeting, Tencent Vice President Jiang Jie introduced that with powerful underlying technology, the upgraded Tencent advertising system provides advertisers with full-link marketing services, and further drives the efficient achievement of the three core indicators of "volume starting", "cost" and "stability", ultimately helping business growth.
For enterprises, smarter advertising can undoubtedly improve operational efficiency. Based on the "one major machine learning platform + two major models", Tencent's advertising system has a deeper understanding of advertising and has higher computing efficiency in recommendation matching, thereby improving the achievement of marketing goals and business goals. In addition, combined with the continuous evolution of Tencent’s advertising delivery platform, advertisers have a global business perspective and an integrated delivery experience in Tencent.
Why can Tencent do a good job in the whole domain?
This whole region is not the other whole region. Different industries, different brand development stages, and different target customer groups all mean that there are thousands of areas and faces. It is difficult to directly use a set of standardized solutions to conquer the world, so customization is needed. Tencent Advertising has this awareness, and can provide solutions in combination with scenarios when upgrading the advertising system. We can take several typical business models as examples to see the implementation capabilities of Tencent Advertising’s entire operation.
First, from the perspective of 3C, beauty, luxury goods and other products, Tencent advertising system takes the initiative to promote more efficient people-to-goods matching and find the right people to reach a deal faster in the public domain. It mainly comes from the following two points:
First, build a unified product description standard, strengthen the connection with users when expressing content, so that everyone can see it at a glance;
Second, brands should express their own expressions in the products, do their own commercial unit management, and add their own brand of things, so that people-to-goods matching will become more accurate and efficient.
has been put into specific cases. Judging from the market data, the cost stability of the beauty industry has increased by 6%, and the advertising volume rate has increased by 13%. For example, a beauty brand operates from three dimensions: first, refine product characteristics, build product knowledge graphs, strengthen system cognition, and increase conversion rate by 25.43%; second, unify product management , create a virtual store, and reduce the empty consumption rate by 43.68%; finally, based on product expression, find all high-value groups, the system intelligently matches people and goods, and orders for high-information products by ROI by 5%.
Second, starting from the beginning, starting from the final goal, using Tencent Advertising’s mini-programs, models and other tools to do a good job of refinement in the entire region. The core demand of online service companies in
is to attract new users and promote vitality. However, the life cycle of online products such as mini programs and mini games is often shorter, and marketing activities are mostly focused on extending their life cycle. For this type of business model, Tencent also provided a solution:
relies on the super user pool of WeChat ecosystem to help mini programs, mini games, etc. break through the second curve of user growth, thereby extending the life cycle.
For example, after a certain life service product was released using a mini program, the CVR increased by 79%, and the CRC decreased by 47%. In addition, in order to expand incremental users, an IAP mini-game customer expanded the product from APP to mini-game. After 6 months of adjustment, the ROI of buying volume was finally adjusted, with a lifetime ROI of up to 170% to 200%, and the user LTV increased by 167%.
Next, we take an online server advertiser as an example to further illustrate that the advertiser's core appeal is to find users who actively complete the "key behavior", but the delivery encounters a volume bottleneck because its delivery target is set to "Guidelines "Register"", and the delivery target does not match the actual demand.
In response to this issue, Tencent Advertising helped the advertiser analyze the fundamental goals of the business, established the delivery data based on actual demands, and introduced the delivery data aimed at "activation" as the assist, and independently modeled with "key behavior" as the delivery target. Relying on the powerful computing power of the advertising system, it runs faster than before. In the end, the advertiser successfully increased the volume, with the ROI of buying volume increased by 20%, and the average bid and eCPM increased by 50%.
Third, take every step of the way, helping enterprises complete the opening up of private domains and public domains and realize refined management of private domains.
Traditional enterprises such as automobiles, finance, education, real estate, and home furnishings are usually unable to make purchase decisions quickly. They not only need a relatively long consideration time, but also need offline experience to assist in decision-making. For such enterprises, in order to achieve full-region operation, they need to do:
introduces user clues with diversified openings through digitalization, and acquires customers with the help of enterprise WeChat, forms, etc., and then rely on Tencent’s middle platform to classify users and then communicate in stages according to different user characteristics, which can effectively improve the efficiency of user operations.
A certain automobile company uses WeChat Moments, video accounts, search, live broadcast, etc. to conduct public domain traffic, and then screens potential customers through WeChat, add fans, establish WeChat groups, and event operations. Finally, the store 1V1 WeChat follow-up, or community marketing , daily maintenance of users, and finally the store cost drops by 79%, and the conversion rate of WeChat leads increases by 23%. If
wants to achieve efficient full-link user operation, it also requires technical support. Tencent Advertising provides many post-link products based on industry characteristics, helping it to uniformly manage post-link data across the entire region, continue to carry out industry models and optimizations, and continue to feed back to front-end delivery, bringing more efficient delivery conversion results to advertisers. At the
meeting, Jiang Jie also shared a case of a new energy vehicle company from a technical perspective. "As a brand new brand, advertisers hope to achieve rapid cold start and effectively reduce the cost of test drives. First, we adopted a staged cold start strategy, select traffic with the right brand characteristics in the first stage for the first round of running volume, and in the second stage, we optimize the placement position based on the analysis of post-investment data to improve the quality of customer expansion. Secondly, by using the 'intention form' function and selecting data closer to the 'effective behavior' of test drives as the bidding goal, we successfully helped car companies achieve a huge increase in the test drive rate. Finally, through 'city selection', the 'test drive rate' is the core optimization goal, gradually expanding the scale of delivery."
The final starting rate of the new energy vehicle company was 78.22%, the achievement rate was 78.49%, and CTR was increased to 2.02%, and the effect data were all higher than the industry average.
Conclusion
In short, the whole domain is not simply equivalent to the omnichannel. It is essentially a deeper user operation and experience management. Whether online and offline, or public domain private domains, each channel must be refined user operation and management, and these "domains" must be connected to each other for use by enterprises.
So, for many companies, building a full domain is not an easy task.
