Five trends of member management in 2022

2022 year , What are the new trends in membership management ？ How can we better run our members ？

In recent years, there are more and more e-commerce platforms , Consumers are becoming more and more dispersed , Brands not only have to face inventory 、 The problem of increasing logistics costs , It also includes that it is difficult for a brand to have an insight into the same consumer's different consumption behaviors , Members are also difficult to manage uniformly .

Consumer brands need to integrate Omni channel consumer information , Build a unified member life cycle management , By digitizing 、 Intelligent 、 Refined operation , So as to realize the unified operation of Omni channel members , Increase the value of the company's digital assets .

Uniqueness of Membership

Enterprises do member marketing , Must want to integrate multiple channels , The same brand has established its own official stores on different platforms , Such as ： TaoBao 、 Tiktok 、 Enterprise WeChat 、 Official app store 、 The little red book 、 Jingdong etc. , The same consumer also has membership on these platforms . Now , If the brand wants to identify the consumer 、 Membership analysis 、 Label management 、 User portrait 、 Member rights and interests, and so on , If membership is not unique , This will be a major project for the enterprise . Then, each member identity of the consumer is combined into an independent ID, It is easier and more convenient for brands to carry out member marketing , And the provision of services ; For members , You can also enjoy the rights and interests of members at the same time . Kill two birds with one stone .

Contact Omni channel

Brand members may come from various online platforms , It may also come from any offline physical store , This requires the brand to integrate Omni channel data , Fragmented consumption scenarios , Conduct Omni channel + Full contact marketing operation . We need to focus on every consumer , Pay attention to every channel , Integrate all online and offline marketing channels , In person 、 cargo 、 In the case of highly interconnected fields , By moving 、 influence 、 The approach of touch , To achieve deeper penetration of consumers , So as to improve the repurchase opportunities , Lengthen the life cycle of members .

Refined membership labels

Finer and richer member labels can help enterprises improve the accuracy of member marketing . Members' information from beginning to end must be labeled , And these labels need to be more detailed , For example, the source of a customer , She got it online or offline , Which platform does the online service come from , Is it from the product page or from the live broadcasting room of the store , Or from other people's recommended links , These need to be recorded in detail .

Other label refinements , It also includes members' preferences for products and sensitivity to discount promotions , For example, a customer , As long as there is a discount promotion, there will be consumption , Even willing to try new products , All this information needs to be recorded , As a member of the brand operation and maintenance, it will help in the later stage .

Until these labels are fine enough , The brand can be more refined for operation and maintenance , Send more offers to customers who like discounts , To customers who like to watch the live broadcast , Push to update the live broadcast schedule . So as to improve the brand operation and maintenance ability .

Digital and intelligent operation

On the basis of Omni channel and labeling , Through member marketing tools , Brand through Omni channel data integration and personalized accurate member marketing , Promote the formation of a closed loop of output transformation , So as to make more intelligent design for marketing activities 、 Execute and evaluate . And form what the enterprise needs , Automatic and intelligent member marketing system .

Marketing community

Refined labels and deep user portraits , The benefit is to know your users better . According to these valid label information , Classify existing members , Form a small community culture , This culture is the interconnection between brands and consumers . In modern times , It is difficult for a brand to gain the recognition of consumers through ordinary advertising , It needs to be through activities 、 Topics attract the attention of consumers , Let them interact with the brand in different communities , So as to further retain or generate consumption .

Member marketing is no longer a single recharge consumption , In the era of Internet technology , Membership management has got rid of the traditional model , It needs the brand to think deeply , And things to stick to .