2017 e-commerce marketing report! What are the new ways to play?

The transaction volume on Double 11 this year hit a new high. Did you also buy some? In fact, the prices of products on Double 11 are not cheap, but why do you still buy them? From the perspective of e-commerce operations , this is because the role played by e-commerce platforms in the consumer chain has changed.

The role change of e-commerce in 2017: from sales channel to full-link consumption platform

2016 was the year of live streaming , with Angelababy selling 10,000 lipsticks in 2 minutes. In 2017, the e-commerce sales channel turned to short video marketing . E-commerce marketing has many different forms. What are the reasons behind this? The reason comes from the change in the role of e-commerce - from a sales channel to a full-link consumption platform.

In the past, the role of traditional e-commerce was to convert purchases. It was simply a channel that made it convenient for consumers to compare, compare prices, and purchase goods. However, as consumers spent more and more time shopping online, the role of e-commerce has rapidly expanded.

Now, new e-commerce has penetrated into every aspect of the consumer journey: from stimulating purchasing awareness (Awareness), considering value (Consieration), to searching and comparing to form preferences (Preference), and finally making purchase decisions (Purchase) and forming brand loyalty (Loyalty), e-commerce marketing is everywhere.

It can be said that e-commerce marketing begins before consumers realize that they want to buy a product.

For example, e-commerce brands will run splash screen ads during their Super Brand Day campaigns. By dominating the screen, the brand can have the broadest and deepest communication with consumers. At the moment the consumer clicks on the ad, they may not have had any consumption needs at all. Online e-commerce platforms are creating a supermarket where consumers can take a look, shop around, and place orders without realizing it.

Brand reshaping e-commerce marketing: from selling goods to selling personality

In the past, brands conducted e-commerce marketing from three dimensions: goods (what to sell?), people (who to sell to?), and place (how to sell?). Traditional e-commerce marketing focuses on selling products, and pays attention to the timing of product uploads and listings, paving the way for activities such as "super deals" and "snap-up sales".

Now, the layout of brands in e-commerce has moved away from "selling to whoever we have what goods", and instead first identifies the target consumers of the goods, that is, TA, and allows the consumers to fully define what the brand will sell and how to sell it.

With the improvement of big data marketing technology, we can truly tailor our products to each individual consumer, instead of labeling consumer groups and doing group promotions as in the traditional e-commerce era.

Product and service upgrade: strong interactive traffic diversion

With the upgrading of consumption and the improvement of online purchasing power of young groups, brands have added more gameplay to new e-commerce platforms and began to emphasize interactivity with target audiences in order to gain more traffic .

Content Marketing

Brands are getting closer to consumers through content e-commerce. In the Alibaba ecosystem, based on the different consumption links of consumers, the entire Taobao system will create targeted content marketing on different platforms. For example, promote video ads on Youku Tudou and promote social e-commerce ads on Weibo and Momo platforms, thereby directing traffic and enabling consumers to make purchases with one click.

Fan Economy

The fan economy cannot be underestimated. On Double Eleven , which celebrities are the most popular in terms of sales? Dilireba , Luhan , Yang Yang, Li Yifeng...

Brands can use Alibaba Data Bank to direct fans of these stars to the platform and promote fans' purchases. This is the organic closed loop formed by the Alibaba ecosystem from different links of consumers.

Offline Experience

E-commerce connects online and offline through full-link marketing. Offline, brands interact with consumers through activities such as new product launches and celebrity appearances, or by grabbing red envelopes and coupons, ultimately directing traffic to Tmall or Taobao 's mobile terminals. Online, through advertising forms such as screen dominance, we create opportunities for offline experience and promote offline purchases.

2017 Brand E-commerce Advertising Effects: Changes in Traffic Structure

In the past, search ads were the main source of traffic, but now the rules of the game have changed.

Content takes over website traffic resources. Recently, the content channels of e-commerce platforms have surpassed search and generated 50% of traffic. APP online payment also brings 20% of traffic to shops, and is expected to bring 30% of traffic to shops under construction.

In general, the new changes in e-commerce platforms in recent years are mainly about changes in traffic structure. When operating e-commerce, brands need to be people-oriented and based on our TA, so that consumers can interact with the brand by looking and browsing. This is like "planting grass", and finally achieve the purpose of "pulling grass" (selling).

This article was compiled and published by @梅花网(Qinggua Media) when reprinted. Please indicate the author information and source!

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