Automatic Marketing Overview

Features

A marketing automation journey consists of three building blocks: triggers, marketing actions, and flow control.

Triggers — who enters the journey and when

• Two trigger modes are supported:

  • Target audience: a predefined audience segment enters the journey. Supports both periodic and scheduled execution.

  • Behavioral event: a user enters the journey when they perform a specific action. Add property filters and occurrence counts to narrow the trigger conditions. For example, enter users who browse a specific H5 page twice.

    Behavioral event data can come from:

    • Events tracked and reported from your apps, mini programs, or web pages to Quick Audience.

    • Events tracked and reported through What is Quick Tracking.

    Note

    For more information, see Event Reporting (New Version) or Event Management (Old Version).

Marketing actions — how you reach each user

• Send messages across multiple channels: SMS, email, push notification, WeChat, Kafka push, webhook, tag, and audience generation.

Flow control — how the journey branches and ends

• Three flow control capabilities are available:

  • Branching and filtering: split users into groups based on behavioral events, tags, or the result of a previous marketing step, then apply a targeted strategy to each group.

  • A/B test: define N strategies aimed at the same target event, randomly split participants into N groups, run all strategies simultaneously, then identify the winning strategy by comparing conversion rates across groups.

  • Wait and exit: control the waiting or ending of a journey.

Get started

1. Purchase the user marketing feature pack and automatic marketing feature pack. For more information, see Sales List and Billing Guide.

2. Some components require additional feature packs:

   • The Social Interaction Events and Coupons components require the Social Interaction Function Package.

   • The membership platform event component requires the Membership Platform Function Package.

   • The shopping guide task component requires both the Social Interaction Function Package and Intelligent Shopping Guide Function Package.

3. Prepare a marketing object source based on your trigger mode:

   • Target audience: create an audience segment filtered from a data table, RFM model, or AIPL model. For more information, see Audience Management.

   • Behavioral events: report behavioral event data from your apps, mini programs, or web pages, or use membership and social interaction event data automatically synced by the system. For more information, see Event Reporting (New Version) or Event Management (Old Version).

4. Configure accounts and interfaces for the channels you plan to use:

   • For WeChat and Umeng push notification accounts, see Account Authorization.

   • For Alibaba Cloud SMS, Alibaba Cloud Email, third-party SMS, and Umeng push notification, the organization administrator configures the corresponding API. For more information, see API Management.

   • For Kafka push, the administrator configures the API. For more information, see Create Kafka API.

5. Set up templates and assets for your channels — SMS, email, and WeChat templates, SMS signatures, short links, webhooks, and media assets (images, videos, audio, and Lottie files) — in the User Marketing module. For more information, see Webhook Management and Material management.

6. For more information, see Create Automatic Marketing Campaign.

7. After the campaign starts:

   • To view and manage campaigns, see Manage Automatic Marketing Campaign.

   • To view delivery, read, impression, and click metrics by channel, see View The Execution Situation of Campaign.