Like brand trademarks and goodwill, private domain traffic is also an intangible asset of an enterprise. To be precise, it is a digital asset that is privately owned by an enterprise. Three or four years ago, brands gradually found that the demographic executive list dividend has peaked. To maintain high growth, there are only two paths in front of brands: acquiring new customers and fully tapping the value of old customers. In the era of traffic stock, mining more value executive list of old users has become the consensus of all companies, so private domain traffic has become popular. 2020 can be called "the first year of private domain operation". According to Tencent's marketing insights, the penetration rate of private domain touchpoints such as.
WeChat ecology and self-operated APP in China has reached 96%, and 79% of consumers have Purchased products from private domain. During the epidemic, many brands enjoyed the dividends of private domain traffic, which helped brands change their executive list inherent marketing thinking, from "traffic distribution thinking" to "contact operation thinking". The prospect of private domain operation is becoming more and more clear, it is no longer a dispensable marketing method, but a key force that determines the survival of the brand. It can be seen that normalization is executive list a major trend of private domain traffic trends. So, what kind of traffic is private domain traffic? First, freely accessible traffic, in short, brands with private domain traffic can directly reach executive list users. For example, WeChat, its one-to-one information push and one-to-many community operation (group control) attributes are all natural means of private domain traffic operation.
At present, the overall private domain system includes three aspects: WeChat ecology is the main focus, including official accounts, mini programs, corporate WeChat, brand Moments, brand WeChat groups, brand video accounts, etc.; Auxiliary executive list tools include brand self-operated APPs, brand self-operated official websites, Weibo and other social media platforms, fan platforms, etc.; In addition, Kuaishou, Douyin and other live broadcast short video platforms are currently the mainstream platforms for public domain traffic acquisition, enabling executive list traffic diversion. Secondly, brand IP is established, brand personality is established, and it penetrates into the user's social circle. As an old-fashioned men's clothing company established in 1990, Septwolves began to try to operate based on the private domain of enterprise WeChat earlier.