This year's Alibaba Mama 618 e-commerce marketing solution, 9 words are simply summarized - new gameplay, new functions, and new rights.
New gameplay refers to a richer gameplay of content marketing scenarios;
New functions refer to the launch of new functions of search and crowd operation tools to improve the marketing efficiency of 618;
New rights and interests, referential effects tools specifically provide new cool styles and interactive modules for rights and interests merchants.
New gameplay – 618 content marketing positions Different content channels and different marketing gameplay. Before the end of May, in order to meet the differentiated demands of merchants in various content positions, a number of new marketing solutions will be launched to help merchants improve the efficiency of recommended content emergence, the public-private domain linkage of fan operations, and the 618 live broadcast room traffic diversion capabilities.
Marketing Tools: You May Be Like – Single Product Promotion
Content type: Shopping guide recommendation
Marketing Index: ★★★★★
Reason for recommendation: If the first focus of Diamonds and Taobao is "eternal diamond", the recommended product you like can also be called "prestigious platinum", and the importance is unquestionable. According to internal statistics, consumers' enthusiasm for recommending single items on the homepage continues to rise, and it is expected that the number of consumers who browse "Guess You Like" will also increase significantly, and their grass conversion ability is as high as three.
New gameplay guide: Search has always been the first entrance to consumer demand, and "Guess You Like" and "Good Good Products" play an important role in converting exports in the entire demand path. The direct train casts a large number of exposures to attract interactions and occupy the minds of consumers. You may like to target the single product and target the circle of people and accurately market and convert them. This step-by-step marketing method that interacts first and then converts is proven twice the result with half the effort. Grasping this core transformation path, consumer marketing routines targeting the demand-oriented approach of the top 618 will also become simpler and more effective.
Marketing Tools: Weitao – Fans Top, Fans Pass
Content Type: Fan Operation
Marketing index: ★★★★
Recommended reason: Fans are topped, a fan operation weapon in Weitao Private Domain, which enhances the activity of true fans. Fantong, an important tool for increasing fans in Weitao Public Domain, is the most effective way to expand the influence of the account.
New gameplay strategy: Weitao will open a Weitao content venue for 618 merchants, with different content themes at different stages of promotion to help merchants play the fan economy. In addition to writing content with the theme of Weitao event, how can merchants increase the exposure chances of content venues? The method is also simple and effective. It can increase the fan reach rate by putting "fan top" and using "interactive components" to enhance fan stickiness, so as to leverage the exposure of public domain content venues by increasing the activity of private domain fans. Make the 618 content venue an important content marketing scenario for sticking and increasing powder.
Marketing tools: Live streaming traffic - Live streaming square/Taobao first focus
Content type: Live shopping guide
Marketing index: ★★★★
Recommended reason: Live broadcast room in the live broadcast square, a popular marketing product. Through the top push function of Taobao Live Plaza, efficient recall of loyal fans who have the habit of watching live broadcasts. Taobao’s first focus attracts traffic to the live broadcast room, accurately attracts people, and efficiently transforms live shopping guides.
新玩法攻略：数据表明，直播忠诚用户与手淘用户间呈现显著的购物习惯差异。相比之下，直播忠诚用户呈现出了极强的“主播”心智，停留时间更长。所以通过直播广场召回“老铁”，外加钻展首焦精准圈取直播宝贝兴趣人群，既能提升粉丝粘性，又能促进直播转化。大幅增加618直播间的互动转化效率。
New features – 618 precision marketing and search empower direct drilling, a core traffic operation tool for big promotion. More than 618 new functions have been released one after another to assist merchants in obtaining more new traffic and ensure the determination of traffic during the promotion period.
Marketing Tools: Diamond Show – Off-site Delivery
Advertising type: Accurate advertising
Marketing index: ★★★★
Recommended reason: Diamond Exhibition connects more creative videos, news, vertical entertainment, and entrance navigation media outside the site. Creative media outside the site plant grass, jump to Taobao products to mow grass. Open up all-round marketing during the big promotion.
New function application: Douyin has made a number of magical artifacts such as "Peppa Pig" and "Haidilao Hot Pot" popular, and the grass-planting ability of the hot creative short video apps is undoubtedly unquestionable. At present, the promotion of single products in diamond exhibition is opening up a batch of popular creative video media nowadays, automatically generate videos and other materials through single products pictures, and intelligently place creative media outside the site. It is expected that a group of merchants with video production capabilities will be opened on 618 to upload their own videos for delivery. By then, merchants will be able to create their own interesting and fun 618 "artifact" through diamond exhibitions.
Marketing Tools: Diamond Show – Contract Guarantee
Advertising type: Accurate advertising
Marketing index: ★★★★
Recommended reason: traffic is determined. Traffic in major promotion nodes is scarce. If you sign a contract and place advertisements, you can prioritize the acquisition of PC/wireless first-focus resource to determine the traffic and ensure the overall activity effect. Cost controllable. The bidding environment has caused the cost of commercial traffic to rise rapidly. Contracts lock in prices and estimate costs in advance to make a more reliable 618 plan.
New function application: There are two types of guaranteed scenarios to choose from. "Contracted guaranteed volume" aims to deal, and "recruiting new volume" aims to click. The system hosts intelligent delivery, and intelligently selects the people according to the delivery target, and just creates your own creativity. However, it should be noted that due to the limited number of places, this equity requires about two weeks of data preparation. Please communicate with the waiter in advance.
Marketing Tools: Direct Train – Crowd Tag Upgrade
Advertising type: Search through train
Marketing Index: ★★★★★
Recommended reason: Add two new labels based on "baby" to make the selection of people more accurate. "People who like similar babies" get the most suitable traffic to the baby's style, "People who like new products" helps everyone to send the newly launched 618 event babies to consumers who like new products with one click.
New function application: Here, the waiter should emphasize that the two new labels are more important to help everyone gain more "potential" buyers. The significance of potential buyers is that they are very likely to become your transaction buyer, but not immediately. As users' browsing habits change, more users will purchase or collect the product first when they like a product, and will place an order after a little comparison. Therefore, it is recommended that you add indicators such as "add purchase and collection" to the data you are paying attention to, so as to better measure the effectiveness and value of the label. The new label helps 618 attract new water storage.
New rights – 618 Interactive marketing solutions For more and more young consumers, consumption is experience and consumption is entertainment. The fun of 618 is not limited to what you buy, but also involves immersive experiences such as audio and video VRAR, interactive consumption such as coupon red envelope sharing, and in-depth interactive marketing methods constantly stimulate users' consumption hormones. Alibaba’s interactive marketing advertisements also provided a number of interactive rights upgrades to brand area customers on the eve of 618.
Marketing Tools: Brand Zone – Quality Upgrade
Advertising type: PinLibao (brand area)
Marketing Index: ★★★★★
Recommended reason: Break through the border design, visually enlarge the display area while the overall area of the advertisement remains unchanged, and improve the space utilization and quality of resources. The head upgrade can improve the traffic blocking effect of advertising by simply enlarging the store logo and highlighting the store entry button. The personalized label system reveals the personalized relationship between the brand and the user, and adds certification labels to the C-store customers, enhancing users' trust and interest in the store, thereby improving the effect.
New equity plan: The brand area combines the marketing rhythm strategies of the 618 major promotions to output differentiated interactive templates, and cooperates with the promotion's rush period, pre-sale period, warm-up period, explosion period, and return period, and provides solutions such as "shake", "video", "audio", "countdown", and "coupons" to meet the purpose of diversified interactive marketing.
Marketing Tools: Brand Showcase – Template Upgrade
Advertising type: Pinsulabao (brand duoxiu)
Marketing index: ★★★★
Recommended reason: During the 618 period, searching for category terms on PC will help you find new tools. Especially for standard brands, when they arrive at important category words for major promotions, they will become a must-fight place for military strategists. Before 5.29, three templates of video, coupons and single products will be launched to help merchants attract new opportunities to be more interactive. Brand Duxiu products are advertising products that are targeted invitations. Brands that need to be used by 618 are also required to sign up quickly.
New equity plan: Suggested strategies, industry with short decision-making cycles, and category words seize the first mind to guide transactions. In the industry with a long decision-making cycle, we are crazy about attracting new guidance and leadership coupons. The 618 advantage category maximizes collection and purchase and store entry. In terms of templates, it is recommended to use brand and video templates during the water storage period, coupon templates during the pre-sale pre-heating period, and single products and other templates during the explosion period.
Okay, after summarizing so much, have you got some important skills? I hope that Alibaba’s “new gameplay, new functions, and new rights” this year can help you play a different 618!
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