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Manlang's new search starts with choosing the right "crowd circle"

2024-08-14

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The core of Manlang's new search is multiple channels + multiple contents. If you want to attract target customers through multiple channels and multiple contents, the first step is to find the target group. Based on the insights of multiple tags, Manlang can achieve accurate group positioning and help brands find the right people and plant the right grass.

1. The “mental crowd” label is a more refined classification of vertical crowds

How to help brands accurately locate and track the crowd? Manlang uses the "mental crowd" label to divide the brand into more detailed vertical crowds from an industry perspective based on the original "basic attributes of the crowd" and social attribute labels. Taking the home furnishing industry as an example, conventional labels are generally divided by age group, lifestyle and interests, consumption habits, social roles and identities, consumption capacity and preferences, etc. In order to more accurately locate the target audience and provide data-driven decision support, Manlang's new search marketing has launched crowd mental labels, including self-enjoyment, new product exploration, individuality, high-end choice, professional players, preference sharing, etc., so that brands can have a clearer insight into the mental portrait of the home furnishing crowd.

2. Efficient conversion: dual drive of high contribution and conversion efficiency

Comparing the high-contribution population and the conversion population, it is easier to achieve conversion after being planted with ideas.

Brands can locate target groups by "conversion contribution". Brands can check the grass planting groups with the highest contribution to conversion, and compare the difference in conversion ratio between the population portrait of this group and the conversion group. Brands can find target groups that are easy to convert. Brands can locate target groups by "conversion efficiency". By analyzing the grass planting efficiency, conversion efficiency, penetration space, and competition level of different groups, the platform will give target group recommendation results.

3. Actual case: Accurate crowd positioning in the field of villa decoration has achieved results

In the high-end market of villa decoration, the main challenge facing customers is how to accurately locate their target customer group among many high-net-worth people and effectively reach them to achieve efficient conversion. Manlang's new search marketing team first applied the "mental crowd" label system to carefully divide the high-net-worth people into six categories: quality new middle class, self-pleasing new beauties, new trendy luxury forces, high-end luxury connoisseurs, quality gentlemen, and literary and fashionable people.

The reason for this segmentation strategy is based on the in-depth insight into the villa decoration market and the deep understanding of the needs of target consumers. Manlang realizes that different high-net-worth people have significant differences in aesthetics, lifestyles, decoration preferences, etc., so it is necessary to formulate more targeted marketing strategies through refined population segmentation.

Next, Manlang New Search Marketing carefully selected the direction of the content based on the preferences of these "mental groups" so that the information could attract and impress the target audience. Subsequently, multiple touch points were made through multiple channels, including social media, information platforms, KOL cooperation, etc., to expand the brand influence and continue to attract potential customers. Increasing online omni-channel traffic directly promoted the improvement of conversion rate.

(Source: Financial Information)

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