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Is global marketing the hype of the platform concept or the real needs of merchants?
In the past two years, the hottest word in the entire marketing industry is "all", and almost all the big manufacturers have emphasized their global capabilities when attracting investment, from Ali Jingdong to Doukuai and then to Tencent, a development conference must mention "all", global marketing, global marketing efficiency improvement platform, global interest e-commerce, enterprise global business partners......
Merchants will find it confusing when they hear it one by one, because the "whole domain" of each one is different.
This is not only the competition for the definition right that large manufacturers are accustomed to, but also because the concept of global domain itself is too malleable, it can be public domain + private domain, marketing + operation, or content + shelf.
Source: Internet
If you want to be heart-wrenching and add omni-channel, under the existence of "walled garden", basically no one is qualified to talk about "all-domain".
In the final analysis, the "whole domain" is a basket, and what the big manufacturers actually want to output is the upgrade of their own marketing capabilities, which can help merchants seize the fragmented consumers scattered in various scenes, affect their minds that have little left, and then sell the goods to them, although this fragmentation is caused by the big factories.
So, why is the "global domain" in power? What is the difference between the "global domain" of large manufacturers? From the perspective of merchants, what kind of "global domain" is needed?
Why is "all-for-one" in power?
There are two major backgrounds of the era of "global domain": one is that the princes of traffic are divided and each is king, and the other is that e-commerce has become the end of the Internet platform.
Essentially, "all-for-one" is a marketing trend that was forced to emerge.
The reason why everyone is chasing the whole world is because the whole world itself does not exist, and in the era of fragmentation, all consumers exist in the form of "slices" online, which is not only spatial, but also temporal.
Even if WeChat covers the vast majority of the country's population, these people's time is not spent on WeChat, they circulate on countless apps, and the data between different platforms is isolated, no platform can track all the behavior paths of a person on different platforms, and it is impossible to establish a complete data file about him, and it is difficult to influence him "appropriately" at the "right" time.
Source: WeChat Open Class
The development of marketing to this day is a process of integration that is constantly moving towards unification, the integration of brand advertising and effect advertising, the integration of mental grass planting and transaction weeding, and the integration of early purchase and repurchase loyalty. In this process, two ultimate goals are achieved: one is the horizontal "big", covering as many potential consumers as possible, and then using funnels and tags to stratify the customer group, and the other is the vertical "deep", which tracks and influences the customer group in depth and finds ways to release all their spending power.
In the era of marketing, marketing has been possessed by all media and infiltrated into the marrow of the times, and the relationship between people and goods is the core relationship of the consumption era.
Internet platforms are all "intermediary" businesses, and their commercial value is reflected in whether they can provide higher efficiency in matching people and goods. The emergence and popularity of "all-domain" is the product of efficiency.
As early as 2016, Alimama first proposed the concept of global marketing (Unimarketing), a digital and intelligent marketing methodology centered on consumer data, simply put, it is to open up the user accounts of different applications under Alibaba, and connect Taotian in e-commerce, Alipay in finance, Ele.me in life services, Youku in video content, etc.
Alimama Global Marketing (2016 Edition)
Prior to this, Alibaba's business units have been in a state of silos, and brands have to be repeatedly launched on different platforms, and there is no strong correlation between the delivery effects, which is essentially pure traffic buying and selling, and has not really formed a marketing channel around consumers. Therefore, after Ali proposed global marketing, it emphasized four key points around consumer operations: full insight, all media, all channels, and all links.
Through the opening of data, Alibaba can sort out the user's behavior path, establish a more complete user model, and help brands do more accurate marketing with more three-dimensional and clear insights.
At that time, Tao e-commerce was still the end of traffic, and Ali also confidently believed that its ecology could cover everything, Lu Tao, who was the general manager of Alibaba Group's global strategy center, once said: "Together, they can cover more than 95% of netizens." Just the year before, Ali also laid a good foundation for data integration in the organizational structure, and "small front desk, large middle platform" appeared on the stage.
In 2021, Alibaba's global marketing was upgraded to version 2.0, which is still consumer-centric and upgraded around the four "alls", which shows that the basic judgment and system framework of that year are still applicable.
Ali Global Marketing 2.0 (2021 Edition)
In fact, the AIPL (Cognition-Interest-Purchase-Loyalty) consumer operation theory proposed by Alibaba along with global marketing has deeply influenced the development of the domestic marketing field, and many subsequent operation methodologies are derived and variants on this basis.
It's just that at this time, Tao e-commerce can no longer monopolize the right to speak in the "people, goods and yards" and "global domain", and the rise of live broadcast e-commerce has made Ali get up early in the morning and catch up with a late set.
Compete for the "all-domain" definition
The biggest revolution of live broadcast e-commerce is to pull the matching efficiency of traffic to a new height, which integrates content planting and sales conversion, greatly shortens the marketing link, and pulls e-commerce into the 2.0 era with "goods to find people".
E-commerce is still the end of traffic, but Ali is no longer the end of e-commerce.
In the end, everyone reached a consensus that the combination of "goods looking for people" content e-commerce and "people looking for goods" shelf e-commerce is the complete form of e-commerce, and a new "global domain" was born.
In May 2022, Douyin upgraded "interest e-commerce" to "global interest e-commerce", and launched the "Mall" channel as the first-level entrance to Douyin's homepage, officially entering the comprehensive e-commerce platform;In February 2023, Kuaishou e-commerce put forward the concept of "global operation" for the first time, announcing that the platform will take "short video + live broadcast" as the core of the content field and "search + mall" as the core of the pan-shelf field, as the two major directions of future efforts.
Douyin global interest e-commerce
In fact, the whole domain of Doukuai also starts from user scenarios, trying to connect the data of the two scenarios, and leaving all the user's behaviors from planting grass to consumption on their own platform, paving the way for more comprehensive and accurate marketing of follow-up brands after forming habits.
In addition, Doukuai has given full play to the advantages of their respective ecological experts, and regards them as an important link between product planting and trading weeding.
Huge Engine launched the "Star Push Search Direct" solution, targeting the A3 crowd and proposing "integration of planting and harvesting". "Star" refers to the accumulation of deterministic A3 through the content planting of Xingtu Daren to create high-quality explosive articles, "push" refers to the heating and amplification of high-quality explosive articles to increase the A3 rate, "search" refers to mounting small blue words to stimulate search, and the search products are accurately undertaken; "Straight" refers to the accurate recall of A3 in the live broadcast room to accelerate transaction conversion.
Kuaishou launched the "Chuanliu Plan" to open up the original relatively independent influencer distribution and brand self-broadcasting: through influencer distribution, it helps merchants locate customer groups, and accurately recommends this group to merchants for self-broadcasting, and also rewards distribution influencers with traffic. And put forward the "5S business methodology": distribution (Sufficient distribution), self-operation (self-operation), pan-shelf (Store) and other three business fields, as well as low-cost good goods (Supply) and high-quality content (Superior content) two business actions.
Kuaishou 5S business methodology
On this basis, Doukuai also further mentioned the radiation of omni-channel, Kuaishou reached users outside the station with the Kuaishou Alliance, and the giant engine developed a global measurement product. Relatively speaking, in terms of off-site marketing expansion, Douyin is more refined.
Even if the "walled garden" exists, but the user's behavior is beyond the control of the platform, from the actual marketing link, it is impossible for a platform to do all the grass planting and weeding, for this reason, Douyin gives a "spillover value" measurement, a user in Douyin after the completion of cognitive construction, most of the consumption is completed in the station, but there are still 20%-40% of the consumption is in the channel outside Douyin e-commerce. This is the meaning of the existence of global measurement, Douyin tries to present its omni-channel marketing value to brands with more comprehensive and accurate data attribution, that is, the official "Douyin" camp full revenue".
So far, on the basis of the global marketing proposed by Ali back then, Doukuai has further extended the content planting scene and off-site channels, whether from the perspective of policy guidance or business reality, everyone realizes that compared with who has more traffic, it is more important to prove to merchants who provides higher quality of traffic conversion.
In addition to these marketing platforms that have completed the full-link closed-loop with e-commerce, there is also an important player that cannot be ignored - Tencent, after all, WeChat is the indisputable end point of traffic. If the whole domain is simply and rudely understood as the public domain + private domain, then Tencent is the player with the most right to speak.
At the 2021 Tencent Smart Marketing Summit, Tencent Advertising positioned itself as a "global business partner of enterprises" and put forward its three differentiated advantages: online and offline integration of transaction scenarios, public-private domain linkage of traffic and users, and global realization of business goals. At the 2024 Tencent Advertising Creation and Sharing Conference, Tencent Advertising upgraded to four differentiated advantages for global operation: excellent ecology, deep operation, strong efficiency and full contact points.
2024 Tencent Advertising Creator Meeting
Among them, Channels + Live & Talent is responsible for the conversion of public and private domains, Mini Programs, WeChat Work, WeChat Pay, etc. are responsible for providing transaction support, Ruyi is responsible for marketing decision-making and scientific measurement, and Miaosi is responsible for generating advertising materials with AIGC. What Tencent wants to express is that with the help of its huge ecosystem and rich product tools, it will make suitable business paths for different merchants, and give full play to the value of its own private domain, so that customers can achieve long-term operation here. As a hub and an important transaction scenario in the public and private domains, Channels will play a decisive role in Tencent's global operation.
From Doukuai to Tencent, in terms of the expression of the whole domain, there is no doubt that they are integrating resources and opening up data according to the characteristics of their own platforms, and in a sense, they are all saying their own things.
A relatively obvious difference is that Doukuai pays more attention to the transaction conversion of merchants in marketing, and Tencent emphasizes the long-term business value provided by itself, which is actually the difference between the traffic entrance of Doukuai as a "public domain" and WeChat as a "private domain" user precipitation, the former should be explosive, and the latter should be vigorous.
Whose "all-in-one" can touch the hearts of merchants more?
Is the "global domain" that big manufacturers are good at really what businesses really want?
In the past, when everyone was in an offline event, the marketing dilemma of merchants was that you didn't know where to find consumers, but now that everyone's life is fully digital, the marketing dilemma has become, you know where to find them, but the cost of connecting with them is getting higher and higher.
For merchants, the criterion for judging the quality of marketing is actually very simple, whether they can get more sales at a lower cost, whether it is the current revenue or the potential growth in the future, which is commonly referred to as reducing costs and increasing efficiency.
Over the years, the ups and downs of the Internet platform, the activity path of merchants is to constantly migrate from one traffic depression to another, where there is a traffic dividend, they will go there, until they can no longer see the obvious depression as far as the eye can see.
2023 China Mobile Internet Traffic Annual Report
Since the days of making easy money with small and big are gone, it can only refine the operation and deepen the cultivation through richer and more diversified marketing tools and methods, which is very dependent on the mastery and analysis of consumer data, which is also the direction of the efforts of large manufacturers.
The whole domain of each platform mentioned above is basically consumer-centric, opening up consumer data to achieve deeper crowd insights and more accurate advertising, cultivating consumer behavior to establish richer marketing touchpoints and smooth marketing channels.
In the final analysis, although everyone's global domain is different because of the characteristics of the platform, they ultimately pursue the same goal, improve their own traffic quality, and strengthen their own people-goods matching efficiency.
So, for the merchant, who can give him more comprehensive consumer data, who can help him achieve more accurate reach, who can help him achieve more efficient conversion, and who can let him achieve the most intelligent and simple operation on these basis, who is the global marketing he wants more.
From a practical point of view, the platform's consumer data model and algorithm mechanism are a black box for merchants, and due to the adaptability of product categories and platform crowds, merchants often need to pass multi-platform tests to find the most suitable channel for themselves.
Source: Internet
From this point of view, more global vision and lower trial and error costs, as well as customized output adapted to the operation methodology of different merchants, may be more able to win the hearts of merchants, then, this also puts forward higher requirements for the interconnection between platforms, as well as the insight and tracking of brand and product data by the platform in addition to collecting consumer data.
A line that runs through the path of consumer behavior, a line that runs through the path of commodity circulation, how to straighten out these two "lines" and the complex dynamic relationship behind them determines the height that platforms can ultimately achieve in the whole domain.