Based on understanding the characteristics of various traffic channels, merchants can rationally allocate resources and integrate traffic. Traffic integration means rationally coordinating and planning all traffic sources, and achieving the effect of “1+1>2” in terms of capital and resource allocation, overall planning and resource delivery rhythm.
Based on customer behavior paths, there are three basic strategies for traffic integration.
(1) Actively acquire traffic and build a traffic pool. According to the actual situation of the enterprise, grasp the characteristics of traffic channels, build a traffic matrix, acquire traffic through multiple channels across the network, and build a continuously growing traffic pool.
(2) Operate traffic to maximize its value. Build a private domain traffic pool, operate the traffic, and increase customer conversion/repurchase rate through marketing automation. The main object of traffic operation is private domain traffic. Private domain traffic belongs to the enterprise, does not require payment, and is not subject to the rules of third-party platforms. It has relatively high flexibility in the selection of marketing channels and marketing methods. It can be reused and repeatedly reached. In this process, users and their behavior analysis can be repeatedly performed, and marketing strategies can be adjusted based on the analysis results to quickly improve user experience. Although the construction of a private traffic pool requires a certain amount of investment in the early stage, once a certain base of loyal users is accumulated and a marketing method suitable for the enterprise is explored, the subsequent marketing costs can be greatly reduced.
(3) Conduct traffic mining and use existing traffic to obtain more traffic. When the traffic accumulates to a certain level, you can explore the “old bring new” model to obtain recommended traffic, the direct traffic ratio continues to increase, and ultimately achieve the goal of the brand itself, that is, traffic P (maximizing brand value).