Refined marketing. In short, refined marketing is to find customers with obvious potential needs through market segmentation, customer segmentation and channel segmentation, and use appropriate contact channels to introduce them to suitable stores or shopping malls to achieve the purpose of transaction.
Based on the theory of refined marketing, the author summarizes the “three specializations” theory for the development of high-quality customers.
① Focus on store selection: The development of potential high-quality customers can start with product analysis. Carefully select promotional activities, stores, and products to ensure that the promoted products have sufficient competitiveness. Ensuring high-quality products is the premise and key to developing customers and even maintaining old customers. Determine high-quality products and then determine high-quality customers.
②Specialized person to optimize copywriting: In the online field, what attracts people’s attention is often some promotional posts or copywriting. Personalized copywriting should be planned for high-quality customers, and timely review and optimization adjustments should be made. When pushing to customers, attention should be paid to monitoring the effect.
③Specialized push channel: Use a dedicated anti-harassment channel to push demand to ensure that users will not be excessively harassed and avoid causing disgust to users. The most common method is to establish relevant customer communication platforms or forums to better reach effective customers.
Of course, the expansion of online customers also requires the development of offline customers. Therefore, some traditional offline customer development methods can also serve as a good reference.