Understand the three major trends and you can easily understand Tmall's Double Eleven marketing layout
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Last year on Double Eleven, Jack Ma invited Feng Xiaogang to be the chief director and hosted a TV shopping gala on Hunan TV, which achieved sales of 90 billion. What marketing highlights in this grand gala are worth learning from? Next, we will talk to you about Tmall Gala marketing and Internet marketing respectively. Leverage the evening party marketing ➤ Selecting the host radio station First, we locked in the host radio station of the evening party - Hunan Satellite TV, so that the concept of Hunan Radio as an entertainment station and the appeal of Tmall Shopping Carnival Night are perfectly matched. Secondly, we invited two gold medal hosting groups from "Happy Camp" and "Day Day Up" to host the evening party and control the rhythm of the party. In addition, the guests invited include Jolin Tsai, Rain, TFBoys, SNH48, Zhao Wei, Gao Xiaosong, Ma Dong, Eason Chan, Li Ronghao, Adam Lambert, and the fake US President Kevin Spacey, covering more than 500 million fans and promoting the fan economy . ➤ Strengthen brand penetration . Since we are going to hold a Double Eleven Gala, it must be distinctive from beginning to end. First of all, the gala itself is a big IP, which subverts people’s traditional perception of galas. It is a TV shopping gala where people can watch, play, and shop. Secondly, the program segment settings are also unique. For example, the guest lineup is called the items in the shopping cart, and the staff in the interactive games wear Tmall face masks to strengthen Tmall's brand image. ➤ Multi-screen interactive participation The development of mobile phones in recent years has made scene shopping more and more common. For example, you can use your mobile phone to scan the code to directly purchase the products you see in the program. At the same time, you can get red envelopes and gifts by shaking your phone. This not only increases the audience's sense of on-site participation, but also conveys the concept of Double Eleven discounts. Launch a full network offensive In addition to the meticulous planning for the Tmall Double Eleven Gala, Alibaba also did not forget to create huge waves in the Internet world. ➤ As Double Eleven approaches, it is impossible for you not to know about desktop pop-ups , because Alibaba has launched a fierce desktop pop-up offensive, blatantly dominating the screen. If you don't close it or click in, it will keep shaking. ➤ Browser navigation: Whether you use Kingsoft Navigation, hao123 Navigation, QQ Navigation, Sohu Navigation or Sina Navigation, it is impossible not to see the overwhelming Double Eleven discount advertisements. ➤ Dynamic special effects ads: When you enter "Taobao" or "Tmall" in the browser to search, the Double Eleven discount information will automatically pop up. What's more frightening is that they all have dynamic special effects, which has a great visual impact. ➤ The client's Double 11 customized version is updated. This year's Double 11 new version has been launched. The majority of shoppers should have discovered it a long time ago. ➤ Wonderful H5 interactive games During last year’s Double Eleven, Tmall developed several popular H5 interactive games, including “Who is the World Falling For?” 》《Eye redness exercise》etc. What big moves does Alibaba have for this year’s Double Eleven? Let’s go see it together Live streaming platforms are making efforts Since 2015, mobile live streaming has become the most frequently mentioned topic in the Internet field. The presence of celebrities, high fan growth, and rapid monetization models have become the focus of attracting investment from Internet companies. A general understanding of these live streaming platforms will reveal the Internet capital giants hidden behind them, and Alibaba is among them. Alibaba alone owns four high-traffic live streaming platforms, including Taobao Live, Momo, Youku Tudou, and AcFun. In addition to using its own platforms, other high-traffic live streaming platforms such as Inke and Huajiao have also become Alibaba's focus. Weibo was fully launched. In April 2013, Alibaba invested US$586 million to acquire 18% of Sina Weibo's shares, becoming Sina's second largest shareholder. Sina also granted Alibaba an option to increase its fully diluted stake in Weibo to 30% in the future at a pre-agreed pricing. Sina Weibo has seen a sharp increase in traffic after the Olympics, with its stock price skyrocketing. In addition, with the emergence of live-streaming influencers , Weibo has firmly established itself as the number one in terms of traffic on the entire Internet. Alibaba's acquisition is obviously also based on its appreciation of the huge traffic brought by the new Sina Weibo. Therefore, how to use Weibo to divert traffic will undoubtedly become the focus of Alibaba's layout this time. Organize all media efforts Judging from the history of capital injection, Alibaba has not only been continuously expanding its scale in new media , but has also begun to pay attention to traditional media. For example, in May 2015, Alibaba invested in Beijing Youth Daily; in June 2015, Alibaba invested 1.2 billion yuan in China Business Network Co., Ltd.
China Business Network Co., Ltd. is affiliated to Shanghai Media Group, China's second largest media group, and has rich media resources such as radio, television, daily newspapers, websites, magazines, etc. For Alibaba, one of its shareholders, Tmall's Double Eleven marketing layout in traditional media cannot be ignored. Create H5 virtual reality In previous years, the development of H5 interactive games was also an indispensable part of the Tmall Shopping Festival. This year’s H5 development is said to have cost 1.7 million yuan. To be honest, I didn’t expect it to be such an H5. It integrates more than 300 layers, each list corresponds to a scene, and users can control the speed of the picture movement with their fingers. What’s even more surprising is that it also combines the current popular VR technology, making people feel as if they are in the scene. In summary, Tmall's Double Eleven marketing layout mainly follows three major trends: 1. New platform trend, focusing on the use of live broadcast platforms 2. New shopping trend, keeping up with the social + e-commerce model 3. New integration trend, building an all-media marketing system Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @微互動is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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