胜三（R3）：CRM与私域流量的重要性（中译版）（20页）.pdf

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1、An R3 Reportcrm&the importANCE OF PRIVATE TRAFFIC CRM与私域流量的重要性MARKETERS shift toward more intensive,ground-level marketing tacticsWhile China has been steps ahead in many areas of marketing(i.e.,social,mobile,O2O,payments),Customer Relationship Management(CRM)and the use of data and analytics in tar

2、geted customer engagement and retention are areas that have room to develop.After years of rapid,expansive growth by brands in China,marketers are now looking for ways to extract even greater value from their hard-earned customer pools.This trend towards CRM represents a shift in tactics toward more

3、 intensive,ground-level marketing.It also mirrors an increased interest globally on connecting first-person data with more targeted marketing and messaging.In this report,we look at how brands can increase their Private Domain Traffic and the role that micro-influencers and customer service play in

4、growing brand-owned data pools.市场主转向更为集中、更底层的营销策略虽然中国在许多营销领域（如社交、移动、O2O、支付）已经领先一步，但在客户关系管理（CRM）以及在客户互动参与度与保有度的相关数据使用与分析，仍有一定的提升空间。各品牌在经历了多年在中国的快速扩张后，市场主现在正在寻找方法，从长久以来积淀的客户群中挖掘出更大的个体价值。这种对客户关系管理需求提升的趋势，也从另一方面显示了市场主在其整体营销战略上的策略迁移，即转向更为集中、更底层的营销。这也反映了全球范围内，对于将一方数据运用在整合营销及营销信息传递的使用上，有了更高的期待与实操需求。本报告中，胜三

5、管理咨询进一步研究了品牌如何提升其于私域流量的使用及价值，KOC和自有客服如何提升一方数据池及丰富相关数据标签。3CRM&THE IMPORTANCE OF PRIVATE TRAFFIC cultivating owned communitiesfor greater engagementPrivate domain traffic(also referred to as private-controlled flow or private channel traffic)refers to users already connected to a brand through a socia

6、l account,a common forum or registered into a brands Loyalty/CRM program.Brands looking to tap into private domain traffic are building owned social communities with select groups of engaged,loyal customers and bringing them into invitation-only groups,forums on social platforms such as WeChat and W