618 e-commerce mid-year war is about to begin, how to do social media marketing

　　The mid-year battle of 618 e-commerce has been closely awaiting. Major e-commerce platforms such as JD.com, Tmall, and Taobao have also announced the platform rules for brands to participate in this mid-year promotion, as well as the promotion activities on June 18.

　　For example, JD.com has strengthened its promotion measures for brand quality content in this year's gameplay. For example, when a merchant conducts content marketing in a private domain, high-quality content may be automatically crawled to the public domain for presentation. The "East Alliance Plan" it launched encourages merchants to content marketing, and the high-quality content it puts on the site can be diverted to the JD site channels and can obtain rewards based on different charging models.

　　Today, content marketing has become a standard for brand marketing, and the rise of short videos has brought unlimited innovation possibilities to content marketing. But while enjoying the dividends of the times, brands are also facing some new problems when advertising.

　　According to the 2017 Accenture China Consumer Insight Research, the current consumption trend in China is changing from the seller's market to the house buying market, and consumer demand has undergone structural changes, and has begun to upgrade to quality, personalization and service.

　　While consumer behavior changes, the entire media environment is also changing dramatically: the trend of decentralization of media communication is intensifying, and brand marketing efficiency is reduced. Some marketing models that were used before were difficult to truly recognize consumers and achieve accurate access.

　　With the rise of new media communication methods such as short videos and live broadcasts , the increasing strength of short video platforms such as Douyin, Meipai, Miaopai, Kuaishou, and the emergence of millions of KOLs has led to the increasing complexity of advertisers' new media delivery .

　　In the e-commerce market, after several years of development, major artificial marketing nodes have gradually become rational, and the leading event marketing of mai Mang and eye-catching events has begun to fade, and attracting traffic with high-quality content in the new media environment has become the only choice. However, they also face difficulties in KOL selection, accuracy of crowd portraits, efficient advertising delivery and sales conversion. The problem of how to build a more efficient e-commerce marketing model and achieve refined operations needs to be solved urgently.

　　Weiboyi believes that in the era of short videos for the whole nation, short videos should become a standard tool for brands to harvest users' attention and create popular products. If e-commerce marketing wants to achieve e-commerce marketing from brand self-carnival to consumer pleasure, we should boldly try short video marketing.

　　Based on this, we have also summarized three keywords that must be noted in the 2018 e-commerce war:

　　Short video marketing

　　Short video + e-commerce is becoming a trend in e-commerce marketing.

　　The way of using short videos to display product information on JD.com, Tmall and Taobao is being widely used. JD.com once released a set of short video data reports on product, pointing out that 25% of JD users will actively watch videos before purchasing, with an average viewing time of 51 seconds and a playback completion rate of more than 80%. In the home appliance category test, high-quality videos can increase the sales conversion rate by 18%, or even double.

　　This shows that short videos play a very critical role in improving users’ e-commerce shopping experience and promoting efficient conversion. Short videos not only show its unique advantages in on-site brand display, but also in off-site marketing activities.

　　During the 818 store celebration last year, Suning.com launched a 10010 marketing plan centered on short videos. That is, "using 100 short videos of products and collecting 100 single products to implant them, and distributing viral videos across the entire network.

　　Weiboyi participated in and carried out this large-scale short video e-commerce marketing campaign, providing Suning.com with 32 short video PUGC resources. Judging from the communication data, the number of views of 32 original short videos exceeded 210 million times in 10 days, the number of discussions on Weibo topics reached 120 million times, and multiple short video contents continued to be on the hot list!

　　The communication effect is also directly reflected in the performance of the day. According to data, this big promotion promoted the growth of online sales by 263% and the growth of offline sales by 107%.

　　Whether on or outside the site, short videos have some advantages in conveying brand information and building brand image, which are not available in the form of pictures and texts. This year, the delivery method that is worthy of serious consideration for this year's 618 e-commerce brands.

　　AI Smart Investment

　　The massive social media accounts, changing market environment and fragmented user needs make it difficult for current advertising to be delivered accurately and efficiently converted. Until now, the saying "50% advertising is a waste" is not an exaggeration.

　　However, with the continuous upgrading of big data and intelligent technologies, AI intelligent deployment has begun to play a significant role in solving this problem.

　　At present, Weiboyi has built a short video intelligent marketing system with AI as the core. It can analyze the crowd portraits, industry hot words, and brand market characteristics of massive social media marketing accounts through AI technology and big data processing capabilities, and intelligently select accurate resources for brand owners to choose from, and can achieve intelligent calculation and investment in price, budget, schedule and execution.

　　In social media marketing, e-commerce brands will face resource selection from different social media platforms such as Meipai, Douyin, Kuaishou, Xiaohongshu, live broadcast platform, Weibo, etc. Using AI technology will greatly reduce the complexity of advertising and reduce the manpower, material resources and capital costs of advertising .

　　Full domain distribution

　　Integrate various media communication channels that can reach consumers, establish an accurate, efficient and measurable marketing system, and distribute content, which we call full-domain distribution.

　　In e-commerce marketing, in-site resources occupy a natural traffic advantage, but we cannot ignore the ability to divert off-site traffic. We need to use data support to find information dissemination channels for consumers to pay attention to, so that consumers can obtain the content they care about most at different touchpoints, and thus achieve comprehensive contact between brands and consumers.

　　In addition, global distribution can also integrate many dispersed information dissemination points of the brand, creating a three-dimensional, comprehensive and impressive brand image for consumers.

　　The above are the importance of some of the listed content marketing in the 618 e-commerce war. We need to make preparations in advance and constantly adjust the details in order to fight the 618 e-commerce war.