2021 is hard, and 2022 seems harder than 2021. Repeated outbreaks, wars, booms and supply chain crises are all huge tests for companies.
At this time, the most important thing for a business is two things: open source and throttling. The two sessions in 2022 once again mentioned the reduction of burdens for enterprises and the reduction of value-added tax for small and medium-sized enterprises, which is the policy to give us a big red envelope of throttling. In addition, many companies do throttling by "optimizing" the personnel structure, but this throttling method cannot be long-term, and in the long run, it is still necessary to play a "open source throttling combination fist" to make every penny of marketing generate value.
If you want to spend less money, do more effective marketing, improve customer acquisition ability and transaction is the key. The author conducted in-depth exchanges with friends of the intelligent marketing platform of Alibaba Intelligent Information Business Group and several enterprise marketing leaders, and found the best way to play the "open source throttling combination fist", and the following moves are provided to you.
First, find a rich and diverse "traffic field".
At present, online and offline marketing is facing the dilemma of peaking traffic, only by digging deep into the rich traffic, can we find more marketing opportunities, where the traffic is where the consumer is.
The intelligent marketing platform of Alibaba Intelligent Information Business Group provides enterprises with a wealth of traffic "fields", which aggregates the core resources of Alibaba's UC APP, Shuqi, Quark, Youku, etc., and at the same time accesses a large amount of external media traffic through Huichuan Preferred, so that the traffic scene of the "Super Huichuan" platform not only covers search, information flow, video, and live broadcasting, but also includes multi-dimensional scene traffic such as network disk scenes, novel scenes, and content scenes.
This means that the customer's marketing delivery can reach a wider range of users in multiple ecological scenarios, thus creating more transactions.
Second, let the traffic intelligently match the consumer.
In the past, marketing talked about "people looking for goods", so there will be special commodity placement techniques in offline shopping malls to facilitate "people to find goods", so as to divert the flow of goods. In today's e-commerce era, people are searching, reading, watching videos, etc. in various network ecological scenarios, at this time, it is necessary to create opportunities for people and goods to meet, so online marketing focuses on "people and goods matching".
The flow is like water, only by accurately irrigating the flow into the land it needs to play an effect, which requires intelligent delivery.
The super Huichuan delivery platform has this intelligent delivery ability, realizing the automatic delivery integration of finding people, bidding and creativity. This means that businesses can significantly reduce the design cost of marketing solutions. At the same time, the product can automatically explore potential crowds and find out the most suitable people for advertisers to deliver, so that the delivery is more effective.
According to official data, the super patrol volume can bring an increase of 50% + and a conversion effect of 20% + , and in the automatic cruise mode, new users can also achieve full line coverage.
At present, "pay for results" has also become popular, mainly thanks to the realization of "matching people and goods" by digital intelligence technology and artificial intelligence technology. Super Huichuan also provides several functions of peace of mind investment, orange heart investment and conversion recovery, advertising bidding is the cost price, and customers without effect do not pay.
Third, shorten the transaction link and increase the conversion rate.
In the various fields of traffic, the precision delivery has been completed, and it is far from enough for people and goods to meet just right. Many transactions require consumers to jump out of the current ongoing reading, video and other activities to complete transactions on the e-commerce platform, which actually lengthens the transaction link.
If consumers can be allowed to "buy now", it will greatly improve the success rate of the transaction and reduce the time for consumers to hesitate. Super Huichuan's "Songta Shop" successfully achieved the closed loop of the entire transaction in the traffic field. Alibaba has rich e-commerce tools and experience, enterprises can complete the whole process of online store opening, product selection, marketing, trading and after-sales on UC in one stop, which greatly shortens the transaction link and realizes the closed loop of transactions.
Recently, Super Huichuan is also working on live broadcast resources, launching the official channel of "UC Live Broadcast", several live broadcast tests have achieved good live broadcast results, which is also focusing on finding more marketing channels for partners, which will be more convenient for enterprises to create their own marketing closed loop. The more important next step in having private domain traffic is to achieve user retention, have your own "private domain users" and deeper user demand mining supply.
In addition, in order to attract user attention, interactive and interesting marketing design is essential, which can increase the user's immersive consumer experience. For example, the intelligent marketing platform cooperates with Taobao Live to create an innovative model of "paying attention to live broadcast dynamics in real time through information flow and search scenarios", which greatly improves the conversion rate of traffic.
Fourth, deeply cultivate the industry and upgrade services.
The current marketing has entered a more refined stage of deep cultivation, which requires more professional, meticulous and timely marketing operations. The intelligent marketing platform of Alibaba Intelligent Information Business Group provides comprehensive service empowerment for agents, helping "optimizers" to improve their capabilities in optimizing output, content, creativity, etc., and helping advertisers improve ROI.
At the same time, for some subdivided vertical industries, the intelligent marketing platform has set up a number of industry special projects. For example, the game project, through the continuous optimization of the post-production link model, cooperates with the refinement and multi-dimensional operation of consultants.
It is also understood that in 2022, in addition to continuing to exert efforts in making tools, the intelligent marketing platform of Alibaba Intelligent Information Business Group will fully empower agents, provide special marketing solutions for vertical industries, increase investment in comprehensively improving service quality, and promote intelligent marketing to play a greater effect.
Through the above intelligent marketing tools, during the double 11 period in 2021, "Super Huichuan" helped the conversion of well-known brands in the field of online novels increase by 214% and increase consumption by 210%; helped Taobao anchors achieve low-cost and rapid new growth, and more than 20% of users successfully planted grass.
In the "2021 Golden Reward Special Session", the relevant person in charge of the intelligent marketing platform of Alibaba Intelligent Information Business Group delivered a speech with the theme of "Wisdom in the Heart, High-quality Growth", showing the participating enterprises how to transform traffic management into "mental operation".
epilogue
Through the above analysis, it is not difficult to see that enterprises must achieve "open source and throttling combination fist" in order to better operate in the cruel competitive environment of 2022. The traditional extensive traffic marketing model is no longer suitable, and the era of intelligent marketing has arrived. By creating its own marketing plan through "richer and more diversified traffic fields + smarter and more efficient delivery + full-link closed loop", you can calmly cope with the current competitive pressure.
Undoubtedly, in 2022, those enterprises that follow the trend and make full use of the traffic management tools provided by intelligent marketing platforms will certainly be able to obtain unexpected "open source throttling" effects.
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Heart of Rock, author and reviewer of "Deciphering Xiaomi" and "Internet Black Hole, Chinese-style Enterprise Expansion Across Borders".