What is the "relationship asset operation" that all brands should consider?

Text ||| Claire Besides products and supply chain, what else does the brand have left? -users. "A traditional old brand, looking for us to do relationship assets evaluation. At first, they thought their customers were elderly consumers. I didn't expect all the young people in Tik Tok who talked about this brand, even some' small town youths', to live in cities that don't shop at all. " This is a real case shared by Yu Yongyi, the head of scientific strategy of huge engine marketing, which just points out the problems that brands are facing at present: my interaction with consumers is more two-way and high-frequency, but I seem to be more confused than in the past about which part of my consumers are, how they are influenced by the media, and when they will buy my products. In the past few years, there have been many buzzwords in the industry: CDP, first-party user data, DTC brand, and refined operation. In essence, the emergence of these tools and theories shows one thing: facing the huge and unknown target market, enterprises hope to have the ability to fully understand and control it. Huge engine marketing science calls this ability "relational asset operation" of brands, which is the quantity and quality of the relationship between brands and users in popular terms. Yu Yongyi told Morketing, "In the past, relational asset operation may be a second-level or third-level topic under the topic of' brand', but now it has become a C-level topic for many enterprises to directly benchmark the growth efficiency of enterprises." Recently, Giant Engine launched the second issue of "Marketing Science 100 Question", focusing on "Relationship Asset Operation", and * * * invited 20 senior experts from brands, platforms and industries to participate in the discussion. During this period, Zeng Qiao, founder and CEO of Morketing, also had a dialogue with six marketing industry experts from Convertlab, William Data, Shen Yan Intelligence, Publicis Group, GrowingIO and Computing Advertising. In this paper, Morketing will take the huge cloud image underlying service logic as an example to deeply interpret the definition, development and significance of relational assets to advertisers and even the marketing industry. 0 1 Relational Assets Operation, Operation and Sales Integration First of all, what is a relational asset? In a broad sense, it can be understood as the relationship between an enterprise and all related parties such as its consumers, suppliers and middlemen, and the value that can be provided to the enterprise as a relational asset owned by the enterprise. From the long history of the development of marketing industry, "4P theory" to "8P theory" and "advertising thinking" to "traffic thinking" are becoming more and more digital, refined and instrumental, but the core is always to form a lever between "brand owners" and "consumers" to incite brand relationship assets to achieve growth. Until today, with the prevalence of the concept of private domain, one-on-one dialogue between brands and consumers has promoted two-way interaction. Coupled with programmed and intelligent technical means, we finally jumped out of the mindset of adding "leverage" in the past and turned the marketing object itself-consumer relationship into a quantifiable asset. This also shows that it is of great significance for enterprises to operate their relationship assets well, specifically: First, from the long-term "business" point of view, this is an upgrade compared with traditional CRM, changing "sales orientation" into "relationship orientation" and realizing the full coverage of consumers' decision-making journey. Kotler, the father of modern marketing, once pointed out in Marketing 4.0 that in the era of digital economy, consumers' complete decision-making journey is a "5A structure" (perception, appeal, inquiry, action and advocacy), which consists of five different behavioral stages: understanding, attraction, inquiry, action and advocacy. The traditional CRM method emphasizes the maintenance of consumers who have already bought according to user clues, that is, it will affect more people after A5. As Liu Peng, the author of Computational Advertising, said, "In the past, our digital marketing put too much emphasis on clicks, conversions and backlinks, but how to build a reservoir before users convert? What is the whole measurement system?" The current communication technology not only expands the scale of user coverage, but also ensures accurate and real-time access to individual users. Therefore, when we start to manage the relationship assets, the people who were neglected in the A 1-A5 stage can be well covered by the brand. That is to say, brand operators do relational asset operation, which breaks through the management methods of user data flow such as CRM and CDP in the past and makes their user behavior data wider and more real-time. When the brand changes from the "sales orientation" of the whole link to the "relationship orientation", it is possible for enterprises to formulate targeted and timely marketing strategies for different user groups. Secondly, from the short-term "sales" point of view, this marketing strategy based on relationship assets can more accurately seize the opportunity of "planting grass", thus promoting the growth of brand business. What will happen after the expansion of the reservoir and the brand's adaptation to local conditions? According to the methodology of relational assets, brands can influence users in their own reservoirs, and it is possible to digitize the conversion path of users from A 1 to A5. In other words, brands are more likely to bring sales data growth through early grass planting. Liu Peng put forward an idea for this. "The brand doesn't have to wait until the day of the Double Eleven National Congress to know how much my goods have been sold. Instead, it estimates the number of users at each level and calculates the sales volume in the relevant asset pool." Gao Peng, founder and CEO of Convertlab, also pointed out that compared with the changes in products or business models, enterprises have lower thresholds for managing relational assets and higher dividends: "I think it is the most realistic means for most traditional enterprises to make breakthroughs in managing relational assets." To sum up, the relationship assets of brand owners are truly user-oriented, and the marketing strategy thus established is more in line with the real buying scene of consumers in the digital media era. Going deep into the actual interest level, this more automated and intelligent marketing action is more likely to help brands gain more business growth space. Brands, platforms and third parties work together to "users and a large amount of data are the gold mines we protect", said Wei Jia, brand director of Li. For enterprises that have grown up in the digital age and have powerful digital genes, this is already a kind of knowledge. They began to explore the operation of relational assets, such as Vega, who is already thinking about "how to embody the results of relational asset operation into products and services through algorithms and data mining". However, on the other hand, we also see that the "progress bar" of enterprises doing relational assets is polarized, and a large number of enterprises are still in the initial stage of establishing cognition. Nevertheless, Gao Peng told Mokting, "From an industry perspective, we believe that infrastructure standards related to asset operation are gradually taking shape." Moreover, "in my opinion, traditional enterprises may have just entered the digital track, and the space that can be explored next is far beyond today's imagination." Specifically, what capabilities should an enterprise have to build its own relational asset management system? Lu Zhonghao, head of marketing science of huge engine, introduced four steps: first, having a system of relational asset operation requires enterprises to have the modeling ability of the model defined by crowd relationship; Second, the information provided by the platform should have the ability of full link analysis and insight; Third, the realization of optimization ability, the use of delivery tools, ab testing tools, marketing components, etc. ; Fourth, restoration, scientific measurement and promotion of long-term implementation. Of course, for enterprises, the core method to evaluate whether the whole process is in place is to evaluate the customer value brought by relationship assets, that is, to judge whether the relationship assets are well managed through indicators such as user health. We take the practical experience of third-party service providers and enterprises as examples. Zhu Jinghua, CEO of Publicis Group-Power Media and Elite Media in China, said that at present, the Publicis team has helped many customers to set up huge cloud image accounts, and has also set up a Pangda cloud image data analysis team with 120 people, with the aim of learning from five different customer groups, a 1-A5, and deeply exploring opportunities to help customers pry value. Zhu Jinghua revealed that in the process of serving a beauty brand, Publicis found the best advantage to promote the transformation and helped it increase its sales by tracking the brand's user reach rate among the huge cloud image 5A population. On this basis, the Publicis team will continue to explore what the brand should recommend to users based on the crowd data of five years. In this way, the beauty brand has also completed the search for the lifelong value of consumers. Of course, Zhu Jinghua pointed out that in the process of moving towards the operation of relationship assets, the strength of the brand itself can not be ignored: for example, a head brand in the industry served by the Publicis team, in order to improve the marketing efficiency of relationship assets, as early as a few years ago, has begun to lay out its organizational structure reform, quantitative analysis ability, platform innovation ability and so on. See the importance of relational assets from the actual transformation. Huge Cloud Map is a brand asset operation platform launched by a huge engine, which can help brands manage and operate relationship assets and content assets. Among them, the underlying logic of relational asset operation follows the O-5A theory (Opportunity-5A). Taking this as an example, we further look at the substantial growth of enterprise relationship assets. First of all, from the perspective of crowd division, for different categories