Jul 30, 2022
In Business Forum
In the period of e-commerce growth, social drives effectively motivate and guide users' purchasing potential, thereby stimulating consumer demand. In 2016, the transaction scale of China's retail e-commerce market will reach 5 trillion yuan, and it is expected to rise to 7.5 trillion yuan in 2018. The steady growth of total sales fully demonstrates the Buy email list innovation of consumption trends and the diversity of shopping characteristics of netizens. Mobile consumption has become the mainstream trend of online shopping. On September 18, Taobao Alliance released the "Integrated Marketing Strategy for All Scenarios", which realizes the marketing of user scenarios and the operation of omni-channels with the new direction and new gameplay of e-commerce marketing . How can e-commerce brands use social assets to help brands realize their monetization? According to AdMaster data, more than 80% of advertisers indicated that they would continue to increase their budgets in the digital marketing field in 2017, with an average budget increase of 17%, of which 59% of the brands whose budgets are expected to increase by more than 10% are expected to increase their budgets. optimism. In 2017, brand owners paid more and more attention to KOL marketing, and were willing to focus on their operations at the level of social marketing. Therefore, Weibo marketing is still a must for brand owners at present. Based on years of experience in serving e-commerce, O2O, and brand customers, this article will analyze it from three perspectives: commercial value, marketing promotion, and social assets. Data-driven closed-loop marketing According to the "China Consumption Trend Report" data source, by 2020, China's consumer market will expand by half, reaching a scale of 6.5 trillion US dollars. In the next five years, the consumer market will bring an increase of 2.3 trillion US dollars. And 65% of this increase will be brought by "post-80s", "post-80s" and "post-00s", while Weibo users account for 92% of the mobile terminal, with 361 million monthly active users and 1.59 daily active users It is this wave of young consumers with distinct personalities that has promoted the transformation of consumption structure, thus leading the upgrade of content consumption.