Five trends of member marketing of consumer goods enterprises in the future

Big data era , The development trend and direction of each industry , Can be easily obtained through data analysis . In the process of member operation , Data is also very important , Member personal information 、 Consumption habits and preferences 、 Behavior will become the data base of brand analysis members , therefore , Digital member marketing , Digitalization is the key .

With the rapid development of mobile Internet , Technology keeps improving , The continuous upgrading of online third-party platforms , Consumer goods enterprises in digital member marketing , Third party platforms are needed , Increase investment , Improve the quality of member services , Achieve the goal of member digitalization faster .

In recent years , Especially in the future , The trends of member marketing are as follows ：

Digitalization has become the focus of member marketing

The significance of digitalization lies in the acquisition and precipitation of member information , Acquisition and analysis of personal information of members , Tracking and acquisition of member behavior 、 Directly accessible and analytically calculable , Become the key step of enterprise digitalization and informatization , It is also to maintain the membership relationship 、 The beginning of improving member stickiness .

Private traffic pool becomes the key for enterprises to settle their members

New retail enterprises will pay more and more attention to their members , And each brand will have a stronger sense of territory . This refers to the creation of brand private domain traffic , Various retail brands use wechat official account 、 Tiktok 、 Microblog and other new media platforms , Through member communication , The members of tmall and jd.com are divided into their own brands CRM At the same time, we will import these members into the private domain , Create your own private domain traffic pool , To precipitate the existing members .

Lower membership threshold   Better user experience

With the continuous upgrading of the technology Internet , The rules of member operation are also changing , The threshold for consumers to become brand members is getting lower and lower , Traditional membership system , Users need to store value to become members or consume to become members , But now the digital member operation scheme of the new retail brand , Just provide your mobile number to register as a member or provide your mobile number to the store to register as a member , Some member systems bound to wechat , Even just scan the code to become a member , Or go to the store for consumption , Pay successfully to become a member , Brush your face and become a member , Convenient and quick , For members, the experience is better .

Build data middle platform   Reach the user effectively

The digital direction of member marketing is to reach , The construction of the data center is also very critical , Matching hopes to move from the construction of contacts to in-depth expansion and development , The construction of the data center has been carried out . The data center undertakes Omni channel membership , Label according to the labeling rules , At the same time, it is the member circle group 、 Member personalized marketing offers possibilities .

Create a new member marketing method   Break through the digital bottleneck

Advances in scientific and technological means have made membership easier and undifferentiated , Make members feel better about the whole consumption experience , meanwhile , Enterprises also need to actively open another new membership model , Trying to create a personalized and refined member marketing method , The bottleneck of digital upgrading can be broken .

For all walks of life , Especially for consumer goods enterprises , Now and in the future are the digital times , Change marketing mode , Create a digital member management solution , It is the key for the consumer goods industry to break through the bottleneck of digital upgrading .