User portraits: finding a balance between precise product marketing and user privacy protection

A few days ago, Shanghai's first "15-minute convenient life" digital community business district pilot landed at Kangwu Market in Xuhui District

In recent years, user portraits, as a sort of "labeling of user information", have undoubtedly played a role in the precise marketing of brands and businesses

User portraits promote precise product marketing

User portraits are virtual representations of real users and target user models based on a series of real data

In developing and developing the young consumer market, most brands face a pain point: end-user data cannot be accessed

In the process of entering digital marketing, Sanyuan Foods, according to different consumer labels, accurately mass distribution, differentiated marketing, improve member stickiness, realize user stratification, rights and interests and other refined operation behaviors, better carry out big data analysis, update Close interaction with consumers to achieve more precise marketing target users

Sichuan Tianwei Food Group Co.

As a domestic fresh porridge brand, Huang Xiaozhu, its co-founder, Zhu Xiaohui, said: "In the early stage of user co-construction, we did some gradient user research to understand how consumers are After the feedback after purchase and some key opinion consumers (KOC, generally refers to consumers who can influence their friends and fans to generate consumption behavior), the user portraits of different target groups can be formed

It is understood that the portraits of these users include the city where they live, purchasing power, age, and some Internet products they like

Zhu Xiaohui further stated that user portraits can also depict a "user journey map"

Generally speaking, user portrait is a user model based on data, and it is an indispensable and important foundation in business scenarios such as product improvement and precision marketing

Brands should build emotional links with consumers

In recent years, with the increasing demands of the government, industry associations, and users for privacy protection, brand merchants have encountered "stumbling blocks" in building user portraits

In an environment where personal privacy is highly protected, proper personalized marketing will become the key to the success of brand merchants

In fact, the essence of the "Private Domain Wizard" user portrait is still the "visualization" of user characteristics

As a merchant, it is very important to have multi-touch contact with consumers, to open up the whole domain and the whole process in all links, to shorten the decision-making path to complete the transformation, and to build a better user experience

Industry insiders said that the development prospects of user portraits are worth looking forward to, but before discussing precise user portraits, how to better protect consumers' personal privacy and maintain long-term emotional connections with consumers instead of seeing them as "consumption machines", is a more important issue

　　(Comprehensive arrangement by Qu Yuening)

"China Food News" (December 17, 2021 02 edition)

(Editor-in-charge: Qu Yuening)