One-stop self-service brand propagation and marketing management intelligent platform

Abstract

The invention belongs to the technical field of brand propagation and marketing management, and particularly relates to a one-stop self-service brand propagation and marketing management intelligent platform, which comprises a brand resource management module used for creating and publishing the propagation content of a brand; the multi-channel marketing management module is used for performing multi-channel marketing and management on the brand propagation content published by the brand resource management module; the user data management and analysis module is used for managing and analyzing the user data; the marketing activity planning and executing module is used for planning and executing marketing activities; and the intelligent marketing decision support module is used for recommending personalized marketing activities to the user according to the user data analyzed by the user data management and analysis module. Through one-stop management and an automatic process, the time and labor cost of marketing activity planning, execution and evaluation are reduced, and the marketing efficiency is improved.

Description

Technical Field

[0001] The present invention relates to the technical field of brand communication and marketing management, and specifically to an intelligent platform for one-stop self-service brand communication and marketing management. Background Art

[0002] In today's digital age, market competition has become increasingly fierce, and the brand communication and marketing environment has become complex and changeable. Enterprises are facing many challenges, such as scattered communication channels, difficult integration and analysis of data, lack of accuracy and real-time nature in marketing activities, etc. The traditional brand communication and marketing management methods have been difficult to meet the needs of enterprises to quickly respond to market changes and enhance brand competitiveness. The traditional brand communication and marketing management methods have the following disadvantages:

[0003] 1. Fragmentation of communication channels: With the rise of many digital channels such as social media, search engines, and content platforms, consumers' attention has been extremely scattered; enterprises need to promote their brands on multiple channels, but the operation rules and user characteristics of different channels vary greatly, resulting in enterprises investing a lot of manpower and material resources but being difficult to achieve efficient coordinated communication;

[0004] 2. Serious data silo phenomenon: Enterprises generate a large amount of data in each marketing link, such as advertising investment data, user behavior data, sales data, etc.; however, these data are often scattered in different systems and departments, unable to form an effective data closed-loop, and it is difficult to dig out the value behind the data to provide strong support for decision-making;

[0005] 3. Difficulty in precision marketing: Consumers' needs are becoming increasingly personalized, and it is difficult for enterprises to accurately grasp the characteristics and needs of target audiences; the lack of accurate user portraits and data analysis makes it difficult for marketing activities to be targeted, resulting in a great discount in marketing effects while the marketing cost is constantly rising;

[0006] 4. Low marketing efficiency: The traditional marketing process is cumbersome, from planning, execution to evaluation, it requires the collaboration of multiple departments and a long cycle; in a rapidly changing market environment, this low-efficiency marketing method cannot respond to market changes in a timely manner and misses the best marketing opportunity.

[0007] Based on the above, therefore, an intelligent platform for one-stop self-service brand communication and marketing management is invented. Summary of the Invention

[0008] To solve the above technical problems, according to one aspect of the present invention, the present invention provides the following technical solutions:

[0009] An intelligent platform for one-stop self-service brand communication and marketing management, which includes:

[0010] A brand resource management module for creating and publishing the communication content of the brand;

[0011] The multi-channel marketing management module is used for multi-channel marketing and management of the brand communication content released by the brand resource management module;

[0012] The user data management and analysis module is used for managing and analyzing user data;

[0013] The marketing activity planning and execution module is used for planning and executing marketing activities;

[0014] The intelligent marketing decision support module is used for recommending personalized marketing activities to users according to the user data analyzed by the user data management and analysis module.

[0015] As a preferred solution of the one-stop self-service brand communication and marketing management intelligent platform described in the present invention, wherein: the brand resource management module includes:

[0016] The brand asset library module is used for centrally storing the brand logo, brand image materials, brand stories, and brand slogan data of the enterprise to ensure the consistency and standardization of brand communication;

[0017] The brand content creation module is used for providing online graphic editing, video production, and H5 page production tools to facilitate the enterprise to quickly produce various brand communication contents according to the data stored in the brand asset library module.

[0018] As a preferred solution of the one-stop self-service brand communication and marketing management intelligent platform described in the present invention, wherein: the brand resource management module further includes:

[0019] The review and release module is used for establishing a content review process to ensure that the released brand communication content conforms to the brand positioning and relevant laws and regulations, and supports one-key release to multiple mainstream communication channels to achieve rapid dissemination of the content.

[0020] As a preferred solution of the one-stop self-service brand communication and marketing management intelligent platform described in the present invention, wherein: the multi-channel marketing management module includes:

[0021] The channel integration and docking module is used for docking mainstream social media platforms, search engines, content platforms, and the enterprise's own website and APP channels to achieve unified management;

[0022] The advertising placement management module is used for supporting advertising placement planning, budget allocation, creative production, and placement effect monitoring on multiple channels, and can optimize the advertising placement strategy through intelligent algorithms to improve the advertising click-through rate and conversion rate.

[0023] As a preferred solution of the one-stop self-service intelligent platform for brand communication and marketing management described in the present invention, wherein: The multi-channel marketing management module further includes:

[0024] A social media operation module, which is used to provide functions such as social media account management, content release plan formulation, and fan interaction management, and to monitor in real time topics and public opinions related to the brand on social media, and respond and process them in a timely manner;

[0025] A search engine optimization module, which is used to analyze website content and keywords, provide optimization suggestions, improve the website's ranking in search engines, and at the same time, monitor changes in keyword rankings and search engine traffic data.

[0026] As a preferred solution of the one-stop self-service intelligent platform for brand communication and marketing management described in the present invention, wherein: The user data management and analysis module includes:

[0027] A user data collection and integration module, which is used to collect user behavior data, transaction data, and social media data from various channels, clean and integrate them, and establish a unified user database;

[0028] A user portrait construction module, which is used to analyze the user's basic information, interests and hobbies, and consumption behavior by using big data analysis and machine learning algorithms, construct a precise user portrait, and provide a basis for personalized marketing.

[0029] As a preferred solution of the one-stop self-service intelligent platform for brand communication and marketing management described in the present invention, wherein: The user data management and analysis module further includes:

[0030] A data analysis and report module, which is used to provide multi-dimensional data analysis functions, including user traffic analysis, conversion rate analysis, retention analysis, and marketing campaign effect analysis, generate visual reports, intuitively display data change trends, and provide data support for decision-making.

[0031] As a preferred solution of the one-stop self-service intelligent platform for brand communication and marketing management described in the present invention, wherein: The marketing campaign planning and execution module includes:

[0032] An event planning module, which is used to provide event planning templates, help enterprises quickly formulate marketing campaign plans, and support functions such as event goal setting, event process design, prize setting, and participation rule formulation;

[0033] An event execution and monitoring module, which is used to monitor the event progress, the number of participants, and user feedback data in real time during the event execution process, so as to be able to adjust the event strategy in a timely manner according to the actual situation and ensure the smooth progress of the event;

[0034] An activity effect evaluation module is used to comprehensively evaluate the activity effect after the activity ends, analyze the achievement of activity goals, input-output ratio, and user participation indicators, so as to summarize experience and lessons and provide reference for the next activity.

[0035] As a preferred solution of the one-stop self-service brand communication and marketing management intelligent platform described in the present invention, wherein: the intelligent marketing decision support module includes:

[0036] An intelligent recommendation module: used to recommend personalized products, services, and marketing content to users according to user portraits and behavior data, improving user experience and purchase conversion rate;

[0037] A predictive analysis module, used to predict market trends, changes in user needs, and marketing effects using machine learning algorithms, helping enterprises formulate response strategies in advance;

[0038] A decision-making advice module, used to provide marketing decision-making advice for enterprises based on data analysis and prediction results, including advertising investment budget allocation, product promotion strategies, and activity planning directions.

[0039] Compared with the prior art:

[0040] 1. Improve marketing efficiency: Through one-stop management and automated processes, reduce the time and labor costs of marketing activity planning, execution, and evaluation, and improve marketing efficiency;

[0041] 2. Precision marketing: Based on accurate user portraits and data analysis, achieve personalized marketing, and improve the accuracy and effectiveness of marketing activities;

[0042] 3. Enhance brand influence: By integrating multi-channel resources, achieve the consistency and extensiveness of brand communication, and enhance brand awareness and reputation;

[0043] 4. Promote sales growth: Precise marketing activities and a good brand image will attract more potential customers and promote sales growth;

[0044] 5. Data-driven decision-making: Real-time and accurate data analysis provides strong support for enterprise decision-making, helps enterprises adjust marketing strategies in a timely manner, and reduces market risks. BRIEF DESCRIPTION OF THE DRAWINGS

[0045] Figure 1 It is a schematic flowchart of the present invention. DETAILED DESCRIPTION OF THE INVENTION

[0046] To make the objectives, technical solutions, and advantages of the present invention clearer, the embodiments of the present invention will be further described in detail below with reference to the accompanying drawings.

[0047] The present invention provides a one-stop self-service intelligent platform for brand communication and marketing management. Please refer to Figure 1 ;

[0048] It includes: a brand resource management module for creating and publishing brand communication content; a multi-channel marketing management module for multi-channel marketing and management of the brand communication content published by the brand resource management module; a user data management and analysis module for managing and analyzing user data; a marketing activity planning and execution module for planning and executing marketing activities; and an intelligent marketing decision support module for recommending personalized marketing activities to users based on the user data analyzed by the user data management and analysis module.

[0049] The brand resource management module includes: a brand asset library module for centrally storing the enterprise's brand logo, brand image materials, brand stories, and brand slogan data to ensure the consistency and standardization of brand communication; a brand content creation module for providing online graphic editing, video production, and H5 page production tools to facilitate the enterprise to quickly produce various brand communication content based on the data stored in the brand asset library module; an audit and release module for establishing a content audit process to ensure that the published brand communication content conforms to the brand positioning and relevant laws and regulations, and supporting one-key publishing to multiple mainstream communication channels to achieve rapid content dissemination.

[0050] The multi-channel marketing management module includes: a channel integration and docking module for docking mainstream social media platforms, search engines, content platforms, and the enterprise's own website and APP channels to achieve unified management; an advertising placement management module for supporting advertising placement planning, budget allocation, creative production, and placement effect monitoring on multiple channels, and being able to optimize the advertising placement strategy through intelligent algorithms to improve the advertising click-through rate and conversion rate; a social media operation module for providing social media account management, content publishing plan formulation, and fan interaction management functions, and real-time monitoring of brand-related topics and public opinions on social media and timely response and handling; a search engine optimization module for analyzing website content and keywords, providing optimization suggestions to improve the website's ranking in search engines, and at the same time, monitoring keyword ranking changes and search engine traffic data.

[0051] The user data management and analysis module includes: a user data collection and integration module, which is used to collect user behavior data, transaction data, and social media data from various channels, clean and integrate them, and establish a unified user database; a user portrait construction module, which is used to analyze the basic information, interests, and consumption behaviors of users by using big data analysis and machine learning algorithms, construct accurate user portraits, and provide a basis for personalized marketing; a data analysis and reporting module, which is used to provide multi-dimensional data analysis functions, including user traffic analysis, conversion rate analysis, retention analysis, and marketing campaign effect analysis, generate visual reports, intuitively display the data change trends, and provide data support for decision-making.

[0052] The marketing campaign planning and execution module includes: a campaign planning module, which is used to provide campaign planning templates to help enterprises quickly formulate marketing campaign plans, and support functions such as setting campaign goals, designing campaign processes, setting prizes, and formulating participation rules; a campaign execution and monitoring module, which is used to monitor the campaign progress, the number of participants, and user feedback data in real time during the campaign execution process, so as to be able to adjust the campaign strategy in a timely manner according to the actual situation and ensure the smooth progress of the campaign; a campaign effect evaluation module, which is used to comprehensively evaluate the campaign effect after the campaign ends, analyze the achievement of campaign goals, return on investment, and user participation indicators, so as to be able to summarize experiences and lessons and provide references for the next campaign.

[0053] The intelligent marketing decision-making support module includes: an intelligent recommendation module, which is used to recommend personalized products, services, and marketing content to users according to user portraits and behavior data, and improve user experience and purchase conversion rates; a predictive analysis module, which is used to predict market trends, user demand changes, and marketing effects by using machine learning algorithms to help enterprises formulate coping strategies in advance; a decision-making advice module, which is used to provide marketing decision-making advice for enterprises based on data analysis and prediction results, including advertising budget allocation, product promotion strategies, and campaign planning directions.

[0054] In specific use, the operation steps of those skilled in the art are as follows:

[0055] Step 1: The brand asset library module centrally stores the brand logo, brand image materials, brand stories, and brand slogan data of the enterprise to ensure the consistency and standardization of brand communication. After storage, the brand content creation module provides online graphic editing, video production, and H5 page production tools, which facilitate enterprises to quickly produce various types of brand communication content based on the data stored in the brand asset library module. After production, the review and release module establishes a content review process to ensure that the released brand communication content conforms to the brand positioning and relevant laws and regulations, and supports one-key publishing to multiple mainstream communication channels to achieve the rapid dissemination of content;

[0056] Step 2: Connect to mainstream social media platforms, search engines, content platforms, as well as the enterprise's own website and APP channels through the channel integration and connection module to achieve unified management. After the connection, the advertising placement management module will support advertising placement planning, budget allocation, creative production, and placement effect monitoring on multiple channels, and can optimize the advertising placement strategy through intelligent algorithms to improve the advertising click-through rate and conversion rate. After that, the social media operation module will provide functions such as social media account management, content release plan formulation, and fan interaction management, and will monitor topics and public opinions related to the brand on social media in real time, and respond and handle them in a timely manner. Then, the search engine optimization module will analyze the website content and keywords, provide optimization suggestions, improve the website's ranking in the search engine, and at the same time, monitor the changes in keyword rankings and search engine traffic data;

[0057] Step 3: Collect user behavior data, transaction data, and social media data from various channels through the user data collection and integration module, clean and integrate them, and establish a unified user database. After the establishment, the user portrait construction module will use big data analysis and machine learning algorithms to analyze the user's basic information, interests and hobbies, and consumption behavior, and construct an accurate user portrait to provide a basis for personalized marketing. After the construction, the data analysis and report module will provide multi-dimensional data analysis functions, including user traffic analysis, conversion rate analysis, retention analysis, and marketing campaign effect analysis, and generate visual reports to intuitively display the data change trend and provide data support for decision-making;

[0058] Step 4: Provide an event planning template through the event planning module to help enterprises quickly formulate marketing event plans, and support functions such as event goal setting, event process design, prize setting, and participation rule formulation. Then, during the event execution process, the event execution and monitoring module will monitor the event progress, number of participants, and user feedback data in real time, so as to be able to adjust the event strategy in a timely manner according to the actual situation to ensure the smooth progress of the event. After that, after the event ends, the event effect evaluation module will comprehensively evaluate the event effect, analyze the achievement of event goals, input-output ratio, and user participation indicators, so as to be able to summarize experience and lessons and provide a reference for the next event;

[0059] Step 5: Recommend personalized products, services, and marketing content to users according to the user portrait and behavior data through the intelligent recommendation module to improve the user experience and purchase conversion rate. Then, the prediction analysis module will use machine learning algorithms to predict market trends, changes in user needs, and marketing effects to help enterprises formulate countermeasures in advance. After that, based on data analysis and prediction results, the decision-making advice module will provide marketing decision-making advice for enterprises, including advertising placement budget allocation, product promotion strategy, and event planning direction.

[0060] Although the present invention has been described above with reference to the embodiments, various modifications can be made thereto and components thereof can be replaced with equivalents without departing from the scope of the present invention. In particular, as long as there is no structural conflict, the features in the embodiments disclosed by the present invention can be combined with each other in any manner, and the exhaustive description of these combinations is not given in this specification only for the consideration of saving space and resources. Therefore, the present invention is not limited to the specific embodiments disclosed herein, but includes all technical solutions falling within the scope of the claims.

Claims

1. One-stop self-service intelligent platform for brand communication and marketing management, characterized in that, Including: A brand resource management module for creating and publishing brand communication content; A multi-channel marketing management module for multi-channel marketing and management of the brand communication content published by the brand resource management module; A user data management and analysis module for managing and analyzing user data; A marketing activity planning and execution module for planning and executing marketing activities; An intelligent marketing decision support module for recommending personalized marketing activities to users based on the user data analyzed by the user data management and analysis module.

2. The one-stop self-service intelligent platform for brand communication and marketing management according to claim 1, characterized in that The brand resource management module includes: A brand asset library module for centrally storing the enterprise's brand logo, brand image materials, brand stories, and brand slogan data to ensure the consistency and standardization of brand communication; A brand content creation module for providing online graphic editing, video production, and H5 page production tools to facilitate the enterprise to quickly produce various brand communication contents according to the data stored in the brand asset library module.

3. The one-stop self-service intelligent platform for brand communication and marketing management according to claim 2, wherein, The brand resource management module also includes: An audit and release module for establishing a content audit process to ensure that the published brand communication content conforms to the brand positioning and relevant laws and regulations, and supports one-key publishing to multiple mainstream communication channels to achieve rapid dissemination of the content.

4. The one-stop self-service intelligent platform for brand communication and marketing management according to claim 1, characterized in that, The multi-channel marketing management module includes: A channel integration and docking module for docking mainstream social media platforms, search engines, content platforms, and the enterprise's own website and APP channels for unified management; An advertising placement management module for supporting advertising placement planning, budget allocation, creative production, and placement effect monitoring on multiple channels, and capable of optimizing the advertising placement strategy through intelligent algorithms to improve the advertising click-through rate and conversion rate.

5. The one-stop self-service intelligent platform for brand communication and marketing management according to claim 4, characterized in that, The multi-channel marketing management module also includes: A social media operation module for providing social media account management, content publishing plan formulation, and fan interaction management functions, real-time monitoring of brand-related topics and public opinions on social media, and timely response and handling; A search engine optimization module for analyzing website content and keywords, providing optimization suggestions to improve the website's ranking in search engines, and at the same time, monitoring keyword ranking changes and search engine traffic data.

6. The one-stop self-service intelligent platform for brand communication and marketing management according to claim 1, characterized in that, The user data management and analysis module includes: A user data collection and integration module for collecting user behavior data, transaction data, and social media data from various channels, cleaning and integrating them, and establishing a unified user database; A user portrait construction module for analyzing the user's basic information, interests and hobbies, and consumption behavior using big data analysis and machine learning algorithms to construct an accurate user portrait and provide a basis for personalized marketing.

7. The one-stop self-service intelligent platform for brand communication and marketing management according to claim 6, characterized in that, The user data management and analysis module also includes: A data analysis and report module for providing multi-dimensional data analysis functions, including user traffic analysis, conversion rate analysis, retention analysis, and marketing activity effect analysis, generating visual reports to intuitively display data change trends and provide data support for decision-making.

8. The one-stop self-service intelligent platform for brand communication and marketing management according to claim 1, characterized in that The marketing activity planning and execution module includes: An event planning module, which is used to provide event planning templates to help enterprises quickly formulate marketing event plans and support functions such as event goal setting, event process design, prize setting, and participation rule formulation; An event execution and monitoring module, which is used to monitor the event progress, number of participants, and user feedback data in real time during the event execution process, so as to be able to adjust the event strategy in a timely manner according to the actual situation and ensure the smooth progress of the event; An event effect evaluation module, which is used to comprehensively evaluate the event effect after the event ends, analyze the achievement of event goals, input-output ratio, and user participation indicators, so as to be able to summarize experience and lessons and provide reference for the next event.

9. The one-stop self-service intelligent platform for brand communication and marketing management according to claim 1, characterized in that, The intelligent marketing decision-making support module includes: An intelligent recommendation module: which is used to recommend personalized products, services, and marketing content to users based on user portraits and behavior data, improving user experience and purchase conversion rates; A predictive analysis module, which is used to predict market trends, changes in user needs, and marketing effects using machine learning algorithms to help enterprises formulate countermeasures in advance; A decision-making advice module, which is used to provide marketing decision-making advice for enterprises based on data analysis and prediction results, including advertising budget allocation, product promotion strategies, and event planning directions.

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