The marketing secrets of Tencent advertising for second-tier e-commerce companies

Electronic commerce, referred to as "e-commerce", is a word that I believe everyone must be familiar with. It is also the hottest "high-frequency word" on the Internet in recent years. People even use it frequently on major social platforms. Generally, e-commerce products can be divided into three categories: second-class e-commerce , brand e-commerce and comprehensive e-commerce. Today, I want to talk to you about the marketing secrets of how direct-operated e-commerce companies can use Tencent Advertising . Hurry up and sit down and listen!

Definition and trends of first and second category e-commerce:

Category II e-commerce is an emerging e-commerce model that mainly focuses on promoting products and online shopping malls. The landing page includes shopping guide signs such as online payment, cash on delivery, and telephone ordering.

With the improvement of people's living standards, the transformation and adaptation of Internet thinking, and the impact of the epidemic in the past year, more and more residents tend to shop online, and can easily buy their favorite or needed goods without leaving home. This has invisibly enhanced people's demand for e-commerce shopping, making online shopping a part of life and making the e-commerce industry increasingly prosperous.

2. Recommended second-category e-commerce advertising resources

Tencent Advertising carries more than 1.2 billion audiences on leading social platforms such as WeChat and Guangdiantong. Promotion on each platform has its own advantages in advertising positions. The following advertising positions are recommended for promotion in the second-tier e-commerce industry.

1. WeChat advertising resources

Recommended reasons: WeChat has a large user base, with more than 1.2 billion monthly active users, most of whom are young people with a high level of awareness of online shopping and a certain level of spending power; it is suitable for creating hot-selling product marketing;

Advertising spaces on WeChat, such as the Moments advertising information flow, bottom ads in public account articles, and mini-program ads, are the preferred advertising resource spaces for advertisers in the second-tier e-commerce industry to promote their products, and are a must-have for increasing sales.

Recommended industries: clothing, shoes, hats, bags, daily necessities, maternal and child care, skin care and cosmetics (plus powder)

2. Tencent News, Tencent Video and other XS resources

Recommended reason: It has large traffic and high user activity. It can push content based on user browsing interests and preferences. It is the preferred resource position for increasing product sales.

Recommended industries: clothing, shoes, hats, bags, daily necessities, digital home appliances, food, etc.

3.QQ resource location

Reason for recommendation: The user population tends to be younger due to the large amount of traffic, and the advertising resources tend to be large pictures and videos, which can more vividly interpret the content of the event and are suitable for brand-effect integration.

Recommended industries: Skin care and cosmetics, watches and jewelry, digital home appliances, clothing, shoes, hats and bags

2. Second-category e-commerce launch strategy

1. Crowd portrait

The target groups of the second-tier e-commerce industry are mainly young and middle-aged urban users who have little exposure to the Internet (shoes, clothing, etc.), as well as some female factory workers, housewives, etc. (skin care and cosmetics). Their common characteristics are low educational qualifications, most of them live in second- and third-tier cities, are sensitive to product prices and discount information, have low brand awareness and stickiness, weak online payment capabilities, and tend to trust cash on delivery or preferential small-amount online payments.

In terms of gender, males account for about 60% and females account for about 40%, and they are distributed in second- and third-tier cities.

2. Directional analysis

Basic delivery targeting:

In terms of advertising targeting, you can analyze the population to which the advertisement is delivered and make adjustments in terms of age, gender, and region.

For precise targeting, you can use business interests, APP behaviors, payment behaviors, etc. as targeting conditions based on the characteristics of the product's user population.

3. DMP crowd targeting and crowd expansion

Advertisers can use the custom audience targeting function to deliver precise advertisements using mobile phone number packages + QQ number packages. That is, the numbers or QQ numbers, QQ groups, etc. collected by users and belonging to the target customers of the advertisements are imported into the backend for LOOKlike similar audience expansion and learning.

The specific operation method is as follows:

Advertisers can upload DMP audience number packages in the "Audience Management" interface of the WeChat delivery end, wait for the effective words to be displayed, and then create a custom audience. They can use the number package file to accurately expand similar audiences for delivery and reach.

4. Material skills recommendation

In terms of color selection , black, white, red, blue, etc. are commonly used, which can contrast with the background, highlight the content of the copy, and facilitate reading; for example, for dark or dark backgrounds, white or bright colors such as red and yellow can be used for text; for light backgrounds, commonly used black or red, blue, etc. can be used, as follows:

The overall content of the material copy should be concise and clear, and can highlight the highlights, such as: product price, product functions, service advantages, etc., as follows:

Excellent material sharing:

like:

(1) The composition is simple and elegant, and the overall tone is unified to highlight the product details.

(2) Use large fonts and bright colors to highlight product features and highlights

(3) Highlight the characteristics and needs of the season and grasp the pain points of consumers

3. Sharing of excellent industry cases

IV. Suggestions on material and landing page review standards

Advertisers in the second category of e-commerce industry must clearly understand the landing page review standards during the delivery process, so as not to delay the best time for actual delivery due to review issues.

① The product information on the material and the landing page must be consistent, and other brand images and introduction information must not be plagiarized

② If the copy involves "genuine leather" or "100% genuine leather", a quality inspection certificate issued by a relevant formal quality inspection agency must be provided. At the same time, the quality inspection must also clearly state the ingredients and content.

③ The copywriting shall not use any obviously unrealistic copywriting such as "10% off free shipping", "0 profit", "flash sale price" or other extremely low discounts;

④ Do not use promises that guarantee service results, such as "0 risk", "whitening in 7 days", "losing 10 pounds in 5 days";

⑤ Do not mention specific roles, ages, titles or second-person terms, such as: husband, boss, you, me, etc.;

⑥ No related typos should appear. If a homophone of a word is used, quotation marks should be added around the word to distinguish it;

⑦No “must have” descriptions are allowed, such as: must have for mothers, must buy for men, etc.;

Do you understand these material and landing page review standards? I believe that if used properly, it will make your advertising promotion more efficient, easier and save time.

Conclusion: Be prepared for a rainy day. Opportunities are reserved for those who are prepared. Enterprises should look at all things from a developmental perspective. In summary, for the second-tier e-commerce industry, when placing Tencent advertisements, it is particularly important to select suitable resource advertising positions, adopt excellent delivery strategies, and grasp the material production and review standards. Mastering the above marketing secrets will definitely benefit you a lot and add icing on the cake. I hope today’s sharing will be helpful to everyone!