January 21, 2021

Too often, companies isolate their private traffic community within the marketing function. That is a mistake. For a private traffic community to yield maximum benefit, it must be framed as a high-level strategy supporting business-wide goals – Ray Veras, Founder & CEO of PJdaren.

With this quote, we are delighted to present you our Private Traffic Glossary Volume 2.

We hope you enjoy it!

13. Shopping Guide Community Group: Refers to a group chat operated by an organization to exchange relevant information about its products, events, exclusive deals, etc., with its existing and potential customers. Shopping Guide Community Groups also serve to build intimacy and loyalty between an organization and its target consumers. An organization might create and operate multiple Community groups. The number of community groups and the membership of each group operated by an organization are indicators of the organization’s independence and ability to engage with its audience at speed.

14. Communication Strategist: Refers to the position created in the organization to outline, update, and customize script and guidelines for frontline chat executives to unify the interaction and win the customer’s engagement.

15. Omni-channel Growth: Refers to a comprehensive growth strategy that focuses on integrating the online and offline experience an organization offers to its consumers. Such an approach combines digital and brick and mortar touchpoints to create seamless experiences to enlarge the organization’s reach.

16. Six Golden Moments Theory: Consist on identifying the six (6) most relevant moments within a customer cycle, to turn those moments into opportunities to interact with a given client. Such interactions shall be intended to grab consumer’s attention or inspires repurchase. Some common golden moments are a client’s birthday or her membership anniversary. Some common interactions are sending a digital coupon or a gift card on a client’s golden moment.

17. User Relationship Management (URM): It is a strategy for managing an organization’s interaction with its users. The main goal of this strategy is to drive conversion, retention, and loyalty.  An organization’s URM typically involves collecting, validating, and consolidating User’s data generated through various touchpoints. Such data is then used to personalize the User’s experience.

Note: Generally, the way an organization interacts with its users/consumers through its private traffic infrastructure will be defined by the Purchase Frequency (PF) and the Customer Acquisition Cost (CAC). In other words, the engagement activities an organization deploys on its private traffic community will be defined by how frequently a client might purchase the organization’s products/services and how much does it cost the organization to acquire a new customer.  The following are four (4) interaction strategies for private traffic communities commonly implemented by organizations, based on their PF and CAC.

18. HPF-HCAC (High-Purchase-Frequency / High Customer Acquisition Cost): This strategy is common among organizations in the service industry (Beauty Salons, Spas, Education Services, etc.). It focuses on initiating the communication with potential clients through trial events, workshops, etc., followingly to shift validated leads to the private traffics community to drive conversion and nurture advocacy.  

19. HPF-LCAC (High-Purchase-Frequency / Low Customer Acquisition Cost): This strategy is ideal for organizations in the FMCG industry (F&B, Personal Care, Cosmetics, etc.). It focuses on releasing relevant content, events, deals, etc., through the private traffic community channels to remain fresh on its consumer’s top-of-mind.   

20. LPF-HCAC (Low-Purchase-Frequency / High Customer Acquisition Cost):  This strategy mainly applies to enterprises in industries such as: (Hospitality, Traveling, Automobiles, etc.). It focuses on interaction tactics that inspire desirability and trust combined with an on-time response to consumers’ inquiries. Under this strategy, Customer Service and Content Creation teams must work closely.

21. LPF-LCAC (Low-Purchase-Frequency / Low Customer Acquisition Cost): This strategy mostly applies to organizations in heavy industries. It focuses on extracting customers’ profiles from the private database to create smaller communities and build in-depth relationships with clients to drive retention and loyalty.

22. Omni-channel customer operation:  Refers to consolidating consumer data obtained from different touchpoints to optimize consumers’ experience and drive purchase consideration.  

23. Customer Data Platform (CDP): It is a platform where customer’s data collected from different sources is aggregated and refined to optimize private traffic activation. Data on this platform usually includes Transaction history, browsing history, ID mapping, etc.

24. Private Traffic Preliminary Considerations Scheme: Refers to the five (5) core considerations an organization should define before deploying a Private Traffic strategy.  

These five (5) considerations are as follow:

1- Specific goals: Refer to clearly defining the goals the organization hopes to achieve through its Private Traffic strategy. Some common goals are: customer retention, customer loyalty, content generation and advocacy, media spending optimization, agile concept validation, shortening go to the market period for new product launches, etc.

2- Marketing Management Method:  Consists on thoroughly defining the main elements that will impact the private traffic infrastructure. Some common elements are the User’s journey from recruitment to retention, user acquisition cost, User’s distribution system, User’s tagging strategy, internal User’s segmentation, User’s portrait, etc.

3- Personnel organization:  Refers to defining how the organization would modify its human resource structure, whether to establish a new department, leverage third-party service providers, or to distribute the new task among the current team to support its private traffic community.

4- Operation Strategy:  Refers to defining the internal methodologies to moderate the interactions between the Private Traffic team and other stakeholders within the organization. Some common stakeholders are the Sales team, R&D team, IT team, Brand Marketing Team, Ecommerce team, etc.

5- Tools: Refer to identifying the tools necessary to build and operate the organization’s private traffic. Such tools will be directly influenced by the organization’s interaction strategy and data management method.  

About 评价达人 – PJdaren:

评价达人- PJdaren helps some of the world’s largest brands to engage Key Opinion Consumers (KOC) with end-to-end sampling solutions to build trust and drive sales. 评价达人 provides brands with a powerful engagement platform to inspire sub-segments of its community of KOCs to create authentic content (UGC) and conversations that influence brand choice at scale. Additionally, 评价达人 support its partners at building and operating their private traffic communities.