How do brands plan their Double Eleven marketing?

The second half of every year is a carnival for e-commerce, especially Double 11 and Double 12. Although it is September now, e-commerce companies have already begun preparing for battle.

What is different from the past is that content e-commerce has become increasingly popular in recent years with the rise of live streaming, and the internet celebrity economy and celebrity marketing have gradually become a must-have option for companies. Xu Yang, CEO of Weibo, said: Brand self-broadcasting transactions increased by more than 100% compared with the same period last year, and content e-commerce is expected to surpass traditional e-commerce in 2021.

During the 618 period alone, Weibo received an advertising budget of 2.2 billion, most of which were orders on how to divert e-commerce traffic through "influencer marketing". As a data-driven short video KOL trading platform, their advice is: celebrity content marketing will be the largest incremental pool for this year's Double 11.

At the same time, the core of this sharing is to focus on data-driven and formulate an influencer marketing strategy of "building a circle + breaking the circle" from the user's perspective. Now, let’s go back to the speech and listen to Xu Yang’s talk about how brands can make strategic layouts and lay a solid foundation for private domain takeoff during Double Eleven. Enjoy as follows:

01 Influencer content marketing is the largest incremental pool for this year's Double 11

In the past, it might take a platform 2 to 3 years to reach a scale of 3 to 4 trillion; the e-commerce market share of some platforms has reached around 7 to 8 trillion. If the brand grows rapidly, it can easily reach 30 trillion in 3 years.

During the 618 event in 2021, Tmall’s sales reached 215.6 billion yuan. In the first hour of Tmall’s 618 event, the transaction volume of 1,700 brands exceeded the entire day last year, and exceeded 2 billion in just one and a half hours. The brand’s self-broadcasting transactions increased by more than 100% compared to the same period last year.

These data convey an important point: content e-commerce is expected to surpass traditional e-commerce in 2021.

It has become a general trend to promote products and attract traffic through short videos. Many new and unique products that we have never seen before have gained a very large market. What drives its development is celebrity marketing. By finding the right celebrity or anchor, the store can gain unprecedented traffic dividends. Some business opportunities bring traffic to private domains to form closed-loop traffic, while others continuously harvest the freshest traffic from internet celebrities.

02 Two key points of influencer marketing

The first key point to successfully breaking the circle: make the brand promotion point equal to the user demand point.

Second, what age group of people buy it? The majority of RV buyers are people around 55 years old.

After asking, I said, why do you want to promote it on Douyin? Why not promote it on Kuaishou and in the square dance auntie groups, and repackage the RV according to the aesthetic taste of people in their 50s.

It is very important to truly look at where you want to break out from the user's perspective and combine the brand's promotional points with the user's needs. That is, from the user's perspective: I don't care what you think, I care what I think.

The second key point to successfully break the circle is to make brand promotion points equal to new growth points for the category.

03 Data is the key to finding growth points

There are many similar cases. If we don’t review the data carefully, we will often do things that are completely contrary to our goals. Only by finding the product’s touchpoints, users, and selling points through data can we achieve more stable growth beyond the circle.

Author: See the truth

Source: Jianshishijie