Marketing Management
The Marketing Management module plans and executes various marketing campaigns to boost user growth and revenue.
Overview
Campaign List
View and manage all campaigns:
- Campaign Name: Marketing campaign title
- Campaign Type: Promotion/Acquisition/Retention/Conversion
- Status: Not started/Active/Ended
- Duration: Start and end time
- Participants: Number of participating users
- Conversion: Conversion rate and revenue
- Budget: Budget and actual spending
Create Campaign
Plan new marketing campaign:
Campaign Info
- Campaign Name: Theme name
- Campaign Type: Select type
- Description: Detailed explanation
- Tags: For categorization
Campaign Duration
- Start Time: Campaign start datetime
- End Time: Campaign end datetime
- Pre-launch: Campaign teaser period
- Cool-down: Post-campaign handling period
Campaign Rules
- Participation: User eligibility
- Rewards: Reward content and rules
- Restrictions: Participation limits
- Calculation: Points, ranking calculations
Marketing Materials
- Campaign Images: Posters, banners
- Campaign Copy: Promotional content
- Social Assets: Social media shares
- Landing Page: Campaign page link
Campaign Types
Acquisition
Attract new user registration:
Campaign Forms:
- New user registration rewards
- First purchase discount
- Referral rewards
- New user exclusive packages
KPIs:
- New user registrations
- New user conversion rate
- Customer acquisition cost (CAC)
- New user quality
Promotion
Stimulate purchases:
Campaign Forms:
- Limited-time discount
- Spend threshold discount
- Buy one get one
- Bundle offers
KPIs:
- Sales growth
- Order quantity
- AOV change
- ROI
Retention
Improve user retention:
Campaign Forms:
- Daily check-in rewards
- Consecutive login bonuses
- Member day specials
- Renewal discounts
KPIs:
- User activity
- Retention rate improvement
- Churn rate reduction
- Lifetime value
Conversion
Promote user payment:
Campaign Forms:
- Trial to paid discount
- Upgrade package discount
- First order discount
- Flash sale
KPIs:
- Payment conversion rate
- Upgrade conversion rate
- Average payment amount
- Paying user growth
Promotion Channels
On-site Promotion
Promote within system:
- Homepage Banner: Carousel display
- Popup: Login popup reminders
- Push Notifications: In-app messages
- Campaign Zone: Campaign hub page
Email Promotion
Email marketing:
- Marketing Emails: Send campaign emails
- Email Templates: Beautiful templates
- Segmented Sending: Target user groups
- Effectiveness Tracking: Open, click rates
SMS Promotion
SMS marketing:
- SMS Notifications: Send campaign SMS
- SMS Templates: Preset content
- Scheduled Sending: Set send time
- Effect Statistics: Delivery rate
Social Media
Social platform promotion:
- Social Sharing: User shares
- Community Operations: WeChat, QQ groups
- KOL Collaboration: Influencer partnerships
- Content Marketing: Publish content
User Segmentation
User Profiling
Segment by characteristics:
- Basic Attributes: Age, region, gender
- Behavioral: Activity, usage frequency
- Consumption: Spending, purchase frequency
- Lifecycle: New, active, dormant, churned
Precision Marketing
Target different segments:
- New Users: Welcome, onboarding
- Active Users: Payment conversion, upgrades
- High-Value Users: VIP privileges, exclusives
- Dormant Users: Reactivation, return rewards
- Churn Risk: Retention offers, exclusive service
Campaign Execution
Campaign Launch
Officially start:
- Final Confirmation: Check configuration
- Resource Preparation: Prepare coupons, prizes
- Channel Notification: Start promotion
- Real-time Monitoring: Monitor data
Campaign Monitoring
Real-time progress tracking:
- Participation Data: Live participant count
- Conversion Data: Conversion rate, orders
- Budget Consumption: Spending tracking
- Anomaly Alerts: Warning notifications
Campaign Adjustment
Optimize based on data:
- Rule Adjustment: Optimize rules
- Budget Adjustment: Increase/decrease budget
- Channel Optimization: Adjust channels
- Material Updates: Refresh assets
Campaign End
Wrap-up work:
- Stop Promotion: Close channels
- Data Settlement: Statistics
- Reward Distribution: Distribute prizes
- Effect Evaluation: Assess results
Data Analysis
Participation Data
Analyze participation:
- Participants: Total user count
- Participation Rate: Target user ratio
- Channel Mix: Channel distribution
- Time Distribution: Participation timing
Conversion Data
Analyze conversion:
- Conversion Rate: Participation to purchase
- Orders: Orders generated
- Sales: Revenue generated
- AOV: Average order value
ROI Analysis
Calculate return on investment:
- Total Input: Total campaign cost
- Total Output: Total revenue
- ROI: Return on investment
- Break-even: Time to break-even
User Analysis
Analyze participants:
- User Mix: New vs existing ratio
- User Quality: Retention, repurchase
- User Value: Lifetime value
- User Feedback: Satisfaction
A/B Testing
Test Design
Design A/B test:
- Test Goal: Clear objective
- Test Variable: Determine variable
- Control Group: Set control
- Experiment Group: Set experiment
Test Execution
Execute A/B test:
- Random Assignment: Random user allocation
- Simultaneous Start: Start together
- Data Collection: Collect test data
- Result Analysis: Analyze results
Apply Results
Apply findings:
- Select Approach: Choose best option
- Full Rollout: Promote to all users
- Continuous Optimization: Keep iterating
Marketing Automation
Automated Workflows
Set automated flows:
Triggers:
- User registration
- First login
- Subscription expiry
- Long inactive
- Purchase complete
Auto Actions:
- Send welcome email
- Push coupons
- Send reminders
- Recommend products
Lifecycle Marketing
Lifecycle-based automation:
- Acquisition: Registration guide, first purchase
- Growth: Usage guide, upgrade recommendation
- Maturity: VIP service, renewal discount
- Decline: Reactivation, retention offers
- Churn: Return rewards, reactivation
Best Practices
- Define clear goals and KPIs
- Understand target user needs
- Design attractive rules
- Choose right channels
- Monitor and adjust quickly
- Analyze data thoroughly
- Establish marketing SOPs
Campaign Examples
Double 11 Sale
Goal: Boost sales
Content:
- 50% off sitewide
- Spend threshold coupons
- Flash sales
- Share lottery
Results:
- 300% sales increase
- 200% new user growth
- ROI of 3.5
Referral Campaign
Goal: User acquisition
Content:
- Invite friends get coupons
- First purchase rewards both
- Referral leaderboard
Results:
- 5000+ new users
- 40% lower CAC
- Viral coefficient 1.8
Next Steps
- Coupon Management - Configure coupons
- Announcement Management - Publish announcements
- User Management - Analyze user data