📝 docs: Add documentation
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# Marketing Management
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The Marketing Management module plans and executes various marketing campaigns to boost user growth and revenue.
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## Overview
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### Campaign List
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View and manage all campaigns:
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- **Campaign Name**: Marketing campaign title
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- **Campaign Type**: Promotion/Acquisition/Retention/Conversion
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- **Status**: Not started/Active/Ended
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- **Duration**: Start and end time
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- **Participants**: Number of participating users
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- **Conversion**: Conversion rate and revenue
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- **Budget**: Budget and actual spending
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### Create Campaign
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Plan new marketing campaign:
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#### Campaign Info
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- **Campaign Name**: Theme name
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- **Campaign Type**: Select type
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- **Description**: Detailed explanation
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- **Tags**: For categorization
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#### Campaign Duration
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- **Start Time**: Campaign start datetime
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- **End Time**: Campaign end datetime
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- **Pre-launch**: Campaign teaser period
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- **Cool-down**: Post-campaign handling period
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#### Campaign Rules
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- **Participation**: User eligibility
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- **Rewards**: Reward content and rules
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- **Restrictions**: Participation limits
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- **Calculation**: Points, ranking calculations
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#### Marketing Materials
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- **Campaign Images**: Posters, banners
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- **Campaign Copy**: Promotional content
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- **Social Assets**: Social media shares
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- **Landing Page**: Campaign page link
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## Campaign Types
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### Acquisition
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Attract new user registration:
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**Campaign Forms**:
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- New user registration rewards
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- First purchase discount
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- Referral rewards
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- New user exclusive packages
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**KPIs**:
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- New user registrations
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- New user conversion rate
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- Customer acquisition cost (CAC)
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- New user quality
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### Promotion
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Stimulate purchases:
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**Campaign Forms**:
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- Limited-time discount
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- Spend threshold discount
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- Buy one get one
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- Bundle offers
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**KPIs**:
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- Sales growth
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- Order quantity
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- AOV change
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- ROI
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### Retention
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Improve user retention:
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**Campaign Forms**:
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- Daily check-in rewards
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- Consecutive login bonuses
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- Member day specials
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- Renewal discounts
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**KPIs**:
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- User activity
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- Retention rate improvement
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- Churn rate reduction
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- Lifetime value
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### Conversion
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Promote user payment:
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**Campaign Forms**:
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- Trial to paid discount
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- Upgrade package discount
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- First order discount
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- Flash sale
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**KPIs**:
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- Payment conversion rate
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- Upgrade conversion rate
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- Average payment amount
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- Paying user growth
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## Promotion Channels
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### On-site Promotion
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Promote within system:
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- **Homepage Banner**: Carousel display
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- **Popup**: Login popup reminders
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- **Push Notifications**: In-app messages
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- **Campaign Zone**: Campaign hub page
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### Email Promotion
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Email marketing:
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- **Marketing Emails**: Send campaign emails
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- **Email Templates**: Beautiful templates
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- **Segmented Sending**: Target user groups
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- **Effectiveness Tracking**: Open, click rates
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### SMS Promotion
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SMS marketing:
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- **SMS Notifications**: Send campaign SMS
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- **SMS Templates**: Preset content
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- **Scheduled Sending**: Set send time
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- **Effect Statistics**: Delivery rate
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### Social Media
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Social platform promotion:
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- **Social Sharing**: User shares
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- **Community Operations**: WeChat, QQ groups
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- **KOL Collaboration**: Influencer partnerships
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- **Content Marketing**: Publish content
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## User Segmentation
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### User Profiling
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Segment by characteristics:
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- **Basic Attributes**: Age, region, gender
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- **Behavioral**: Activity, usage frequency
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- **Consumption**: Spending, purchase frequency
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- **Lifecycle**: New, active, dormant, churned
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### Precision Marketing
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Target different segments:
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- **New Users**: Welcome, onboarding
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- **Active Users**: Payment conversion, upgrades
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- **High-Value Users**: VIP privileges, exclusives
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- **Dormant Users**: Reactivation, return rewards
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- **Churn Risk**: Retention offers, exclusive service
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## Campaign Execution
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### Campaign Launch
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Officially start:
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1. **Final Confirmation**: Check configuration
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2. **Resource Preparation**: Prepare coupons, prizes
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3. **Channel Notification**: Start promotion
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4. **Real-time Monitoring**: Monitor data
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### Campaign Monitoring
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Real-time progress tracking:
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- **Participation Data**: Live participant count
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- **Conversion Data**: Conversion rate, orders
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- **Budget Consumption**: Spending tracking
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- **Anomaly Alerts**: Warning notifications
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### Campaign Adjustment
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Optimize based on data:
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- **Rule Adjustment**: Optimize rules
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- **Budget Adjustment**: Increase/decrease budget
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- **Channel Optimization**: Adjust channels
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- **Material Updates**: Refresh assets
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### Campaign End
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Wrap-up work:
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- **Stop Promotion**: Close channels
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- **Data Settlement**: Statistics
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- **Reward Distribution**: Distribute prizes
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- **Effect Evaluation**: Assess results
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## Data Analysis
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### Participation Data
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Analyze participation:
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- **Participants**: Total user count
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- **Participation Rate**: Target user ratio
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- **Channel Mix**: Channel distribution
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- **Time Distribution**: Participation timing
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### Conversion Data
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Analyze conversion:
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- **Conversion Rate**: Participation to purchase
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- **Orders**: Orders generated
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- **Sales**: Revenue generated
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- **AOV**: Average order value
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### ROI Analysis
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Calculate return on investment:
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- **Total Input**: Total campaign cost
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- **Total Output**: Total revenue
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- **ROI**: Return on investment
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- **Break-even**: Time to break-even
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### User Analysis
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Analyze participants:
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- **User Mix**: New vs existing ratio
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- **User Quality**: Retention, repurchase
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- **User Value**: Lifetime value
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- **User Feedback**: Satisfaction
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## A/B Testing
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### Test Design
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Design A/B test:
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- **Test Goal**: Clear objective
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- **Test Variable**: Determine variable
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- **Control Group**: Set control
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- **Experiment Group**: Set experiment
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### Test Execution
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Execute A/B test:
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- **Random Assignment**: Random user allocation
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- **Simultaneous Start**: Start together
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- **Data Collection**: Collect test data
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- **Result Analysis**: Analyze results
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### Apply Results
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Apply findings:
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- **Select Approach**: Choose best option
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- **Full Rollout**: Promote to all users
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- **Continuous Optimization**: Keep iterating
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## Marketing Automation
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### Automated Workflows
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Set automated flows:
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**Triggers**:
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- User registration
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- First login
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- Subscription expiry
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- Long inactive
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- Purchase complete
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**Auto Actions**:
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- Send welcome email
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- Push coupons
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- Send reminders
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- Recommend products
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### Lifecycle Marketing
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Lifecycle-based automation:
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- **Acquisition**: Registration guide, first purchase
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- **Growth**: Usage guide, upgrade recommendation
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- **Maturity**: VIP service, renewal discount
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- **Decline**: Reactivation, retention offers
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- **Churn**: Return rewards, reactivation
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## Best Practices
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- Define clear goals and KPIs
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- Understand target user needs
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- Design attractive rules
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- Choose right channels
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- Monitor and adjust quickly
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- Analyze data thoroughly
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- Establish marketing SOPs
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## Campaign Examples
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### Double 11 Sale
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**Goal**: Boost sales
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**Content**:
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- 50% off sitewide
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- Spend threshold coupons
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- Flash sales
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- Share lottery
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**Results**:
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- 300% sales increase
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- 200% new user growth
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- ROI of 3.5
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### Referral Campaign
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**Goal**: User acquisition
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**Content**:
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- Invite friends get coupons
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- First purchase rewards both
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- Referral leaderboard
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**Results**:
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- 5000+ new users
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- 40% lower CAC
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- Viral coefficient 1.8
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## Next Steps
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- [Coupon Management](/admin/commerce/coupons) - Configure coupons
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- [Announcement Management](/admin/commerce/announcements) - Publish announcements
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- [User Management](/admin/users-support/users) - Analyze user data
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