Prepare for Double Eleven, direct e-commerce holiday marketing plan!

This article shares all aspects of direct-operated e-commerce holiday marketing plans, from traffic analysis and marketing strategies to service support.

1. Traffic Analysis

1) Review of Double 11 data of the e-commerce industry in 2018

• In 2018, the CTR performance of the e-commerce industry and direct-sale e-commerce in different styles during the 11.11 promotion was basically the same. Large pictures and videos were highly adaptable and could be placed as a priority.

• The CTR during the promotion period increased significantly compared to the non-promotion period. Users’ shopping desire increased during the promotion period, so the advertising efforts can be increased;

2) Baidu’s high-quality traffic resources accurately grasp the direct e-commerce population

2. Marketing Strategy

1) Product selection: Suggestions on product selection for each major category during Double 11

•The hot-selling products in the past two months are mainly concentrated in six categories: household daily necessities, clothing and shoes, food and fresh food, sports and outdoor activities, automotive supplies, and digital appliances. It is recommended to pay special attention to them during the 11.11 period.

•Last year on the previous year, the hot-selling products were concentrated in the categories of shoes and hats, clothing, kitchenware, and cosmetics; the performance of leather jackets, leather shoes, cups, sweaters, red wine and other products has improved significantly and can be used as a reference.

•The 11.11 period coincides with the change of seasons, and we should make full use of the seasonal characteristics to create short-term best-selling products, starting from meeting the current urgent needs of consumers, and combining practicality and cost-effectiveness.

2) Bidding: Paying a premium during off-peak hours to seize traffic opportunities

3) Automatic optimization: Set target bids reasonably to let oCPX escort you throughout the process

4) Creative design: video and picture combination delivery to achieve full coverage

5) Landing page design: Use marketing components to create a popular promotion page

3. Service Support

1) Doujin backend guarantees Double 11

2) Crowd customization helps direct-operated e-commerce companies gain volume quickly - product redirection

Basic concepts:

• Based on the full network behavior of Baidu, Flash Investment e-commerce big data and second-class e-commerce category portraits, dynamically capture the target group with high conversion intention, repeatedly stimulate the first order intention and strengthen the repurchase intention of similar customers;

(Note: This function requires application for activation. Please refer to the operation notice to apply in advance)

Advantages:

• Higher CTR : Product redirection CTR is better than keyword targeting, more attractive to users, with an average increase of 21%;

• Higher CPM : Product redirection has a higher CPM than keyword targeting, and has a greater advantage in traffic competition, with an average increase of 16%;

•This targeting method has been widely used in the retail industry.

Basic settings:

•Please select the product redirection crowd in the crowd settings;

•Please enable product redirection capability;

•Select the corresponding category of people to target.

Advanced settings:

Support selection of recommendation strategy • Intelligent comprehensive recommendation is checked by default and no adjustment is required;

Support setting data timeliness • Support custom selection of current population data within the last 1-180 days;

Supports selection of behavior type. The behavior type can be selected as browsing or ordering; the default selection is unlimited.

Author: Baidu Marketing Center

Source: Baidu Marketing Center