Behind each product is a series of elements based on the definition of business model, psychological research, and design of model concepts.
After product positioning in the early stage, business model determination, product model idea design and life cycle stages, the products created according to the market and the product itself are more oriented towards positive development and efficient operation.
When it comes to product models, the competitive models we usually come into contact with - Porter's Five Forces, Data Metrics Model - OSM, Growth Model - AARRR, Marketing Model - AIPL, FAST, GROW and so on. Different models solve different problems and play different roles.
This article will mainly interpret the light of domestic telemarketing list products - Huaxizi's use of the AIPL model idea to market the entire link to users on the short video platform.
Among the short video products, everyone will think of Douyin, Kuaishou, video account, bilibili... At this stage, while these products are expanding commercial monetization channels and extending product ecological construction, grabbing users' usage time is also a top priority after the flow dividend subsides.
So let's do the math. The average daily usage time of users of national-level products Douyin and Kuaishou is as high as 99 minutes. The usage time of a week = 7 hours of sleep a night + a week of lunch break. This time is used to sleep or read valuables. Isn't the book fragrant?
Eh...it's delicious! Of course, Douyin / Kuaishou is a relaxation and entertainment after a tired work day. At the same time, you can learn fragmented interest knowledge and understand the current hot facts. It is just an immersive experience and rich and interesting content for 1-2 hours without knowing it. It's over.
After spending such a long day on these short video platforms, have you also met some new internet celebrities, learned about some brands, and heard a new popular online song, such as Sister Taozi in Shuzhong, Huaxizi, "Qi Qi" wind."
From the first time you swipe their short video to feel a little interesting, then follow them, and finally shop in their live broadcast room, until you join their fan group, this series of process is AIPL .
2. AIPL model
The AIPL model is one of Alibaba's three major marketing models (AIPL, FAST, GROW).
The AIPL model comes from a marketing model in the United States. AIPL means awareness, interest, purchase and loyalty , that is, users see you → click you → generate interest → purchase → The process of repurchase, or it is also a conceptual model to measure the distance between brands and consumers.
A (Awareness, cognition): brand awareness crowd. Include people reached by brand ads and searched by category terms.
I (Interest, interest): Brand interest groups. Including people who click on advertisements, browse brand/store homepages, participate in brand interaction, browse product detail pages, search for brand words, receive trials, subscribe/follow/join clubs, and add to favorites.
P (Purchase, purchase): Brand purchase crowd, refers to people who have purchased branded products.
L (Loyalty, Loyalty): Brand loyalty crowd, including those who repurchase, comment, and share.
That is, the AIPL model: for the first time, the quantitative and link-based operation of brand crowd assets has been realized .