1. What is user portrait?
According to Baidu Encyclopedia, user portraits are also called user personas. As an effective tool to outline target users and connect user demands and design directions, user portraits have been widely used in various fields.
In short,User portrait is a target user model based on a series of attribute data. It is a tool used by enterprises to describe user characteristics and needs.
In the era of digital marketing, such tools based on data recording and analysis can naturally revolutionize companies' ability to gain in-depth insight into user needs. Compared with perceptual and vague outlines, it can make the company's products and services more focused and focused, and truly create value for users.
2. Why do we need user portraits?
First, refined operations:
Entering overtime, cross-border people stand at a turning point, saying goodbye to the extensive era and moving forward to refined operations. Data-based user portraits lay the foundation for refined operations.From different dimensions and granularities such as user journey and LTV, demographic attributes, business attributes, consumption intentions, lifestyles, etc., we can explore more detailed customer needs and achieve precise marketing with warmth for "thousands of people and thousands of faces".
Second, user analysis:
User portraits are often expressed through various tags. Tags are media and the purpose is for user analysis. we all knowUser analysis includes both qualitative and quantitative, the establishment of a label system can enrich the data of qualitative analysis, and can also establish a first-hand database based on real user information for enterprises. Combining the functions of some marketing systems can also improve the efficiency and quality of user analysis.
For many cross-border e-commerce groups with multiple SKUs and a large number of users, with the analysis of user portraits, more valuable user group characteristics can be discovered, providing a reference for corporate business/operation direction, etc.
Not only that, these results can also provide significant reference in the direction of channels leading from the public domain. For example, the XX beauty global expansion brand found that many young female white-collar users in area A like product B. This naturally means that the company's next traffic focus can be tilted to this area, and product B can be used as a preferential media for attracting traffic.
Actual data analysis will definitely be more detailed and diverse, and the application scenarios will be richer. This is also the highlight of current digital marketing.
Three.User portrait: labeling of user information
As mentioned above, tags are the expression of user portraits. Enterprises can establish within the customer management systemUser journey LTV, demographic attributes, business attributes, consumption intention, lifestyleLabels of different dimensions and granularity can be used to carve and record users in depth. The process of labeling user information is the process of enterprises establishing user portraits.
Under the premise of protecting user privacy and compliant operations, companies cannot be as precise and rich as the collection of household registration information. However, a lot of tagged content can record part of user information, allowing companies to establish a complete picture of the user group, thereby achieving more precise marketing placement and personalized recommendations.
4. User portraits based on SCRM are more valuable
Labeling user information is the process of building user portraits. In the traditional Internet era, there is no doubt that CRM is the best carrier for enterprises to portray user portraits. But in the era of mobile Internet socialization, CRM based on Social (social media) is obviously more valuable.
Because compared to CRM, SCRM can obviously achieve:
Pay more attention to the communication and interaction between the three roles of enterprises, users and sales and customer service personnel,In the latter world, consumers and enterprises are not separated, but communicate with each other and listen to feedback. These interactive communication processes will be more accurate, precise and effective for enterprises to obtain customer value.
More companies also choose to base their user portraits on SCRM. There is no doubt that this can be seen from the crazy development of the domestic SCRM track in recent years.
And such user portraits based on SCRM can also be used on top of traditional CRMDiscovering the user circles with more social value and the distribution value of KOL/KOC community leaders can better achieve real-time online insights and data analysis of users, which is more in line with the user characteristics of this era.
For cross-border e-commerce companies under the epidemic, it is undoubtedly easier to discover the real-time characteristics and needs of users when the entire cross-border overtime game is inundated and users are fragmented, socialized and online, and at the same time, they can quickly provide timely feedback to companies and sales staff.
In WhatsApp SCRMowned-channel operations, user portraits are also presented using user information tags. Throughout the entire operational backend,Enterprises can also create exclusive three-dimensional models of user portraits by establishing a more personalized label system with different parameters., making the marketing of cross-border enterprises more focused and refined.
