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rodela358868
Apr 06, 2022
In General Discussions
In this era of big data, we are all familiar with the word "user portrait", which is often linked to precision marketing. Through user portraits, we can accurately push according to a person's interests, geographic location, etc., to achieve good marketing effects, meet user needs, but also achieve our goals. Therefore, it can be said that the soul of digital marketing is user portrait. 01 Digitization without user portraits is just a decoration. User portrait is user tagging. Labeling is to facilitate the identification of users, and it is automatically identified by the computer. Accurate identification of users can accurately serve users, and send a pillow when you are dozing off. Automatically identify users, automatically complete instant information and policy push, and automatically form new user portraits at the job title email list moment when users change their shopping behavior. The power of digitization can only be shown through user portraits. 02 In the past, offline sales were "one-to-one" and "face-to-face", whether it was B-end or C-end. One-on-one, there is relatively sufficient time for communication and interaction. If you are an acquaintance, you can recommend it according to your preferences. KA shop, only allows users to choose. Now that users are online, they need to face a large number of users at the same time. For example, on Double 11, hundreds of millions of users are online at the same time, tens of millions of merchants are online at the same time, and hundreds of millions of SKUs are online at the same time. And it needs to be pushed and updated instantly. So, how can we quickly generate products or content that meet the user's needs every time the user clicks, and the whole process does not make the user feel time lag? The answer is the user portrait completed automatically by the computer. The platform automatically matches the product portrait and the user portrait, completes it in an instant, and pushes it immediately. However, the user portraits of various Internet platforms are completed by the platform, users have no sense, and merchants have no sense. The digital marketing of FMCG manufacturers cannot rely on the platform, but rely on the brand owners to complete the user portraits themselves. 03 User portrait, a professional vocabulary. Ordinary people don't understand, and there is no need to understand, even if the user has been profiled, but they don't know it. In fact, as long as you open various e-commerce platforms, Douyin, and Toutiao, users have already been portrayed by the platform. Otherwise, how could the platform push products or content so accurately? Whether it is a trading platform or a content platform, the platform is a matching system, that is, matching products and users, recommending products to the most suitable users at the right time. Matchmaking requires precise matching, and the push is exactly what the user needs. Only with matching, the transaction rate (conversion rate) will be high. There are hundreds of millions of users and hundreds of millions of SKUs on the Alibaba platform. There is no match between products and user portraits to achieve instant push, and the matching process is still messy? Today’s headlines and Douyin have a huge amount of content and a large number of users. If you rely on users to search and find by themselves, what a waste of time, fortunately, there is now AI technology for user portraits! User portrait is based on the traces (data) left by users on the platform, such as browsing, viewing, trading, etc., according to certain portrait rules and purposes, to give users a portrait, and then accurately push the content according to the user portrait.
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