Direct e-commerce marketing strategy!

For direct-operated e-commerce , based on the differences in audience, purchase frequency and interactivity of different types of products, Tencent Advertising has officially drawn up a category map as shown in the figure below. This map can also provide direction for brands to formulate e-commerce retail delivery strategies.

(Category map: Source: TMI Tencent Marketing Insights)

Interpretation of the data in the figure:

The vertical axis represents the purchase frequency. The more frequently purchased products are, the more emphasis is placed on promotional media with a wide coverage.

The horizontal axis represents interactivity. The higher the interactivity, the more emphasis is placed on the depth of communication and connection between the brand and the audience.

According to the division of coordinates, products can be roughly divided into four categories:

High frequency, low interaction

High frequency, high interaction

Low frequency, low interaction

Low frequency, high interaction

1. High frequency, low interaction

For example: packaged food and beverages, home care

Delivery suggestions:

① It is recommended to choose media with high coverage, such as WeChat Moments on social media. The promotion can focus on highlighting novelties, which is conducive to stimulating user interest. Promotion based on social platforms can also stimulate users to achieve fission-type publicity.

② Highlighting the product’s cost-effectiveness can better motivate users to make decisions, especially for stockpiling/replenishment scenarios.

In summary: WeChat Moments has a high frequency and a wide range, which is more suitable for fast-moving consumer goods and fast-moving consumer goods are prone to impulse purchases.

Example: Pinduoduo-style promotion, 9.9 to grab a car refrigerator, 9.9 to grab a mechanical keyboard (as shown in Figure 2), this is to stimulate users through low price and high value gimmicks, and highlight the cost performance in an extreme way;

(Figure 2)

Or a concise copy like Septwolves (as shown in Figure 3), top + pants = 59.9 yuan, the click-through rate of the ad remains above 4%, and the ROI reaches 1:3.5

(Figure 3)

2. High frequency, high interaction

For example: mother and baby

Delivery suggestions:

① Information such as usage effects and surrounding knowledge is extremely important in stimulating user interest and decision-making. The advertising plan can focus on the promotion of such information.

② Community stands out in cross-category comparisons

In summary: This type of product requires high interaction and frequent purchases, so it requires more frequent and in-depth communication, and needs others to help make decisions. In the information flow advertising scenario, you can use WeChat official accounts to take over, and you can output content through official account articles, and you can also use fans' attention to do in-depth user operations.

Example: Mead Johnson’s advertisement reveals the secrets of “milk powder gut knowledge” and uses coupons to stimulate conversions. The coupon collection rate is 16.94%, the redemption rate is 44.07%, and the ROI reaches 5.25.

3. Low frequency and low interaction

For example: 3C digital

Delivery suggestions:

① 3C products are relatively homogeneous and have transparent prices, so they need more comparative information. Comparison of functions and product information can stimulate user decision-making more easily.

② Retailers + official media: consumers tend to be interested in the product through retailers, and then go to official channels to verify product features before making a decision.

In summary: When promoting such products, you can seek differentiated advantages by relying on official media/retailer endorsements.

4. Low frequency, high interaction

For example: luxury goods, beauty products, fashion shoes and clothing

Delivery suggestions:

① You can use brand public accounts + KOL to stimulate interest, which requires brand authority and combined with intimate guidance

② Combine offline stores with brand shopping guides to stimulate user decision-making, while also focusing on user experience, as the unit price is high and decision-making is difficult

For example, since last year, big brands’ advertising on WeChat Moments has basically evolved into the form of celebrity spokespersons, and many of them have become popular. Estee Lauder’s “wiping Yang Mi’s tears” had an interactive click-through rate of about 13 times the industry average, ranking first in the industry in recent years, and the like and comment rate was 3 times higher than the industry average. In addition, there are also vivo taking photos of big cousin Liu Wen, KFC’s Lu Han giving coupons, etc.

At present, all kinds of brands are gradually moving towards refined operations. You can refer to this category map to formulate promotion strategies that are in line with the brand tone and adapted to user needs.

Author: Walk

Source: Walk