Now, the e-commerce platform led by tmall is not satisfied with the promotion method that used to pull people to bargain / group; instead, it needs more and more innovative sets of social (Social Marketing) digital (Digital Marketing) methods outside the brand station. Do social, digital, how to do well in e-commerce marketing planning? This article talks about three suggestions from traditional advertising planning to e-commerce marketing planning, and share with you!
First of all, let’s talk about the starting point of writing this article:
Now, the e-commerce platform headed by tmall is playing more and more smoothly in marketing, which is not satisfied with the set of promotion playing methods of bargaining / team building in those days; instead, it needs more and more innovative sets of social (Social Marketing) and digital (Digital Marketing) playing methods outside the brand station.
With the launch of e-commerce platform to upgrade the brand flagship store to the position of consumer operation, this trend is becoming more and more obvious.
It’s a good thing for some advertising companies that do social and digital: they can have a bigger stage to play their strengths. But the result is that these e-commerce marketing programs written by social and digital advertising companies are often fed back: not enough e-commerce!
I am also often asked by some friends who plan in creative hot shops and advertising companies: how to write e-commerce marketing plans? How can I get more e-commerce?
This is actually a contradiction: social and digital methods are clearly needed in e-commerce platform marketing. These social and digital advertising companies are obviously experienced and can put forward many interesting creative ways to play. But the supply-demand relationship between the two is very difficult to match.
The reason is simple: information asymmetry between industries.
So, next, I will be the “middleman” to talk about: how to do a good job of e-commerce marketing planning for social and digital?
Hope to have some reference value for friends who are confused.
1、 How to seamlessly connect “what to spread” and “what to sell”
In fact, this is the most lacking part of the e-commerce marketing plan written by the advertising companies that do social and digital.
I’ve seen a lot of such schemes, including attractive social topics, interesting interactive H5 creativity, flash activity creativity with its own online Red temperament; but I just can’t see what to undertake when they are finished in the e-commerce station.
In short: it’s fun to do in the communication, but there’s no ink on the goods. This will cause problems, because in the e-commerce environment, the ultimate goal is to sell goods.
With this topic, I’ll extend it. Now, don’t we all say, “the integration of product and effect” or even “the integration of product and marketing”?
Of course, many people also say that this is a false proposition, and it is impossible to do it at the same time. But I think there is an opportunity. This opportunity lies in whether we can carry on the core information of brand communication in terms of product creativity, so as to form a seamless connection between the two. If it’s more abstract, let’s give some examples.
For example: these days, Oreo happens to be on tmall super day.
In recent years, the brand image that Oreo wants to create is a very good cookie, so we can see that it has a series of brilliant and consistent playing methods in communication. From the earliest customized Oreo color filling package, biscuit music gift box made for several years in a row, to a palace museum built with biscuits, to this year’s cooperation with Jay Chou, a series of time travel exhibitions built with biscuits pay homage to youth classics.
What’s more, Orio really uses the product creativity to undertake its playing method at the communication end, and even some directly use the product creativity to reverse drive what the communication end needs to do.
For consumers, it is possible to get a clear image of the brand through a complete shopping experience and increase their awareness and liking for the brand.
Similar to Oreo’s case is the marketing action of Kindle in the past two years. Since the official “Ren Du Er Mai” in the marketing of connecting with the Internet was opened last year, the brand seems to be starting to be naturally liberated. This year, we launched the Kindle three piece bed set. The official catches the title of “hypnotic artifact” and plays out the theme of “readers have dreams to do”.
These two campaigns, in my opinion, are a good “product effect integration” attempt of the Kindle.
Therefore, when doing e-commerce marketing planning, the principle I highly recommend is: first, see if there is any ready-made sharp goods. The so-called “sharp goods” are goods with their own topics.
If there is, it can be based on the sharp goods themselves, and the creative play method of the reverse output communication end; if not, it can first want to spread the content of the end, but it must be undertaken by the goods or experience play method of the e-commerce end.
The product creativity can be the special gift boxes and gifts that combine the creativity outside the station, such as Orio’s music gift box, a skateboard gift box that I am quite impressed by launched by G-Shock this year’s super product day, as well as various stars, IP co names, brand cross-border gift boxes, etc.
If there is really no top-notch goods, I can’t think of any special goods to undertake the creativity, or the brand has no budget or can’t produce at all, then there is another way to undertake the creativity of the communication end in the e-commerce shopping experience.
For example, tmall global has done a creative campaign of “fishing at work”, which really makes e-commerce pages into interfaces for all kinds of office workers. For example, outlook receives email, excel pulls data, material net looks for map, code agriculture online programming, etc. There are also ideas that are consistent with the communication end through the shopping experience, such as: Vantage’s “France team wins the championship, vantage refunds the full amount” gxg.jeans “Rain free”, as well as let the star when one day customer service smoke lucky consumer reply and so on.
To sum up, the first article of e-commerce marketing planning: to seamlessly connect “what to spread” and “what to sell”, and “what to sell” can be cut in from two levels of goods or shopping experience.
2、 Building a vertical consumer AIPL flow link
Traditional thinking of doing social and digital is that we first have a big idea, and then based on this big idea, we can extend it to social communication to do what H5 can do, what offline activities can do, what PR can do
It presents a horizontal 360 integrated marketing experience.
But have you thought about it?
The marketing efficiency under this kind of thinking is relatively low. Because many links may be repeated in awareness and engagement, but there is no later shopping link; or people who are still in awareness stage can directly jump to purchase. Obviously, the loss rate in the middle is too large, and the transformation effect of e-commerce is relatively poor.
What shall I do?
At this time, we are required to use the vertical consumer AIPL flow link to replace the horizontal 360 degree integrated marketing experience to plan every marketing link.
For example, this link is to transform potential industry groups into brand a groups, another link is to transform a group into I group, and then transform I group into P group through other contents
According to the status quo of brand population data and corresponding marketing objectives, brands can be focused on a certain link, and the final effect is to make every implementation link targeted, so as to promote the flow of consumers in the future.
Therefore, when making e-commerce marketing planning, it is suggested to clarify the crowd operation target of the campaign based on the current problems of brand crowd link.
For example, based on the analysis of data bank, the circulation rate of “I population” to “P population” in the link is too low, which indicates that the store currently lacks the sales conversion mechanism.
The method is to divide the “I group” into different groups according to the label. Some of them may be sensitive to the promotion and discount, so they can be harvested by pushing the store discount information to them through the exhibition; some of them are pulled in through the star activities, so they may be attracted to make the next purchase action through some star peripheral products.
In general, it is recommended to draw an AIPL link flow chart similar to the following when planning e-commerce marketing; first, based on the crowd operation objectives, and then put each marketing link into the table.
3、 On the premise of not changing the original intention of the brand, cater to the e-commerce platform to play together
I’ve seen a lot of solutions written by social and digital advertising companies. The feedback I got from my sophomore year was: what does this have to do with my platform?
This is the third point we should talk about: when doing e-commerce marketing planning, we must consider how to cater to the e-commerce platform to play together.
Why play with it?
The reason is very simple, resource replacement! Since the brand side has invested resources in e-commerce marketing campaign, it certainly hopes that more or less resources can be exchanged from the platform. Even PK to such marketing IP activities as super day, happy gathering day and small black box.
So, how to cater to the e-commerce platform to play together?
I think it can be cut in the following three directions, which can be selected in combination with the situation of the brand itself.
1. “Drainage type”
It means that all kinds of media resources, such as KOL and hard Guangzhou, are linked with e-commerce platforms; or all kinds of offline flash events, video tail boards and posters are all accompanied with joint logos of brands and e-commerce platforms.
This is the easiest to think of, but also the most necessary.
Most of the time, it is fed back that “it has nothing to do with the e-commerce platform”. In fact, this is not reflected in the plan, or it is not highlighted enough.
2. “Trend type”
In different stages, there will be a trend of e-commerce platform. If the brand grasps these trend dividends, it can naturally get some resource inclination from the platform.
For example, at this time last year, tmall was vigorously promoting store self broadcasting. Some brands took advantage of this bonus and began to broadcast in stores for several hours a day. At that time, they got a lot of free live recommendation traffic.
Until now, when every brand is doing live broadcast, the dividend will disappear naturally.
Is there any live bonus now?
Yes, I said in the previous article “the next few trends of live broadcasting products” that virtual anchors and various technology-based live broadcasting may be dividends in the next stage.
3. “Co creation”
Brand and e-commerce platform can create communication content or some topic goods together.
The “co creation” here is not like the first direction, with a joint logo is co creation, but really customized.
I take a case that can be called “textbook” type catering to e-commerce platform.
Decathlon recently made a short video of “Alibaba sports college” on tmall super day, which gathered all the mascots of Ali’s members: tmall, rookie, free fish, Qianniu, flying pig, shrimp, Shenma and so on, and made them all move in the “Sports College” created by decathlon in the form of cartoon animation.
This case is about a small two to follow-up businesses to make a sample: what is content co creation?
This is it.
Of course, I personally think that all these measures to cater to the e-commerce platform have a premise: do not change the original intention of the brand.
This “original intention” includes not only following the original idea and tone of the brand, but also not increasing the established resource investment of the brand.
After all, it’s not sweet to make a change!
In the future, marketing in e-commerce platform environment