The User Marketing module connects to various marketing channels. This lets you market to audiences that you create in User Insights through specific channels.
Features
The User Marketing module has three main parts:
Marketing Management:
Campaign Management: Covers the planning and execution stages. You can associate audiences and tasks with your marketing campaigns to manage their entire lifecycle in one place.
Material Management: You can upload images, videos, audio, and Lottie files as marketing materials. Materials that you upload when you create marketing tasks are also saved in the Material Library. You can manage these materials from a central location.
Short Link Management: You can compress long URLs into short ones to save space for more content in your text messages.
Reach Marketing:
Text Message: You can connect to the Alibaba Cloud SMS Platform or third-party SMS platforms to send scheduled or instant text messages to audiences.
Email: You can connect to the Alibaba Cloud DirectMail Platform to send scheduled or instant emails to audiences.
WeChat: You can connect to your own WeChat Official Account for content operations.
PUSH: You can connect to the Umeng U-Push platform to send scheduled or instant push notifications to audiences.
Douyin: You can connect to your own Douyin account for content operations.
Webhook: You can use webhooks to connect to your first-party systems, such as a Customer Relationship Management (CRM) system, or third-party systems to market to audiences.
Ad Marketing:
You can push audiences to Data Bank and Damengpan to help build brand-wide consumer data assets.
You can push audiences to U-Oplus, Ocean Engine, Tencent Ad, and Baidu Marketing for ad marketing on those platforms.
As of September 15, 2022, connecting to third-party email platforms and Weibo for marketing is no longer supported.
Workflow
The following section describes the general workflow for the User Marketing module. For detailed instructions for a specific channel, see the documentation for that channel.
Create a marketing plan and a marketing campaign. For more information, see the Marketing Campaign documentation.
You can manage the campaign's lifecycle at each stage based on its progress.
Create audiences from your marketing targets. You can filter target audiences from datasets or use Recency, Frequency, Monetary (RFM) or Awareness, Interest, Purchase, Loyalty (AIPL) models. For more information, see Audience Management.
If you have a list of IDs for your marketing targets, you can also upload the ID list when you create a marketing task.
Some channels require you to purchase a User Marketing feature package. For more information, see Pricing List and Billing Guide.
For WeChat Official Account, Douyin, Umeng PUSH, Data Bank, Damengpan, U-Oplus, Ocean Engine, Tencent Ad, and Baidu Marketing, configure the accounts. For more information, see Account Authorization.
For Alibaba Cloud SMS, Alibaba Cloud Email, third-party SMS, WeChat engagement data sources, and Umeng PUSH, an organization administrator must configure the APIs. For more information, see API Management.
Manage templates for text messages, emails, and WeChat. You can also manage SMS signatures, short links, webhooks, and materials such as images, videos, audio, and Lottie files. For more information, see the template management documentation for each channel, Webhook Management, and Material Management.
Create marketing tasks for each channel. For more information, see the task creation documentation for each channel.
After a task runs:
View the task execution status. Some channels allow you to save users with a specific delivery status as a new audience. For more information, see the task management documentation for each channel.
Analyze statistics such as the number of sends, reads, impressions, clicks, and costs. For more information, see the marketing analytics documentation for each channel.