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A warming environment, intense challenges
618 in 2023 seems to have "come" earlier than previous years.
According to official data from JD.com last year, JD.com 618 hit a new high in 2022, which was still under the epidemic. On the one hand, last year’s 618 was called “the most difficult in history”: the epidemic impacted the social consumption mentality, platform warehousing and logistics, and the overall performance of merchants, and the dividends of public domain traffic peaked, and the retention of private domains was difficult to consolidate. Brand merchants On the other hand, last year’s 618 finally hit a new high, perhaps due to the reverse special benefits brought about by the disruption of offline business: brand merchants have “settled” on e-commerce platforms and seized major e-commerce activities , Actively deploy online channels.
Entering 2023, the recognized "year of consumption recovery", consumption promotion has become the mainstream, but consumers' concepts are becoming more and more elusive: some people joke that they want to practice "revenge consumption", while some advocate the effect of value return Consumption, some people pursue the minimalist consumption of the "family-style" type of subtraction, as well as various voices such as emotional consumption, random consumption, and predictive consumption...
Consumers are difficult to grasp, but the mid-year promotion is ready to go. As the largest e-commerce marketing activity in Q2 in the "year of consumption recovery", it is also the most important e-commerce highlight in the first half of the year. This year's 618 is a particularly severe test for brand mentality. When major brand merchants are gearing up and eager to try, they must temper more prudent marketing plans, spend more preparation time, implement more matching tools and solutions, and make user access and user operations more precise and refined, in order to take advantage of the recovery Opportunities are flooding, and the 618 good news that combines quality and efficiency has been won, and the follow-up sustainable growth will be tapped. What kind of answer will the market hand over in the end? We will wait and see.
The whole journey, multiple positions, harvest together
The preparatory storage period for the 618 marketing festival has kicked off, and brand merchants are showing their talents, performing their own "time, location, and harmony", specifically to seize the commanding heights of information, traffic, and transactions. What kind of new gameplay, new plans, and new species will there be in this process? While embracing changes, the essence of marketing remains the same. Brands need to start from the close engagement of the three gears of the "people and goods market" to gain insight into the status and opportunity points of the target user group in the entire consumption journey.
1. Five "A"s that penetrate the entire consumption journey
The entire consumption journey of users is divided according to the 5A framework of Kotler, the father of marketing. Users receive advertising information and form brand awareness in the Aware (cognition) stage, and generate brand interest in the Appeal (appeal) stage. These two stages test the brand's ability to plant grass in the public domain, and the key word is information. Ask (ask) is the interaction between the user and the brand, and it is a sign that the user is approaching from the public domain to the private domain, and the key word is traffic. Subsequent purchases and other behaviors are the Act (action) stage, and the subsequent Advocate (advocacy) stage that may build brand loyalty. The test is the ability of the brand to facilitate transactions and fission. The key word is transaction.
2. Information, traffic, and transaction丨Three-layer game
As big as 618, a full-category national consumption carnival, as small as a single category/brand’s marketing layout based on a certain sports event, a certain round of offline activities, or a certain celebrity endorsement, it is inseparable from the 5A for consumers. The insight of the whole journey is also inseparable from the game on information, traffic, and transactions at various stages based on this.
• Compete for information commanding heights
618 Marketing information is overwhelming, consumers' limited attention is shorter due to the extreme pull of communication overload, how to quickly reach users with information in a very limited time, to strengthen the brand awareness and brand mentality of the target group, It is the only way for brands to reach consumers. In this link, brands need to select effective contacts, accurately lock target groups, and conduct high-frequency contacts. Through multi-touch cross-screen advertising, it is a good advertising strategy to form strong exposure on large screens and multi-faceted coverage on small screens.
At the same time, the cognitive curve tells us that the marginal utility of an advertisement will begin to diminish after reaching a certain threshold. The frequency of reach required in different periods is also different: 1+Reach is often used in the new product launch stage, with strong exposure and wide coverage as the core appeal; in the brand building stage, 3+Reach is used to continuously influence and strengthen memory; The promotion stage needs to be as high as 6+Reach, and a strong bombardment will be carried out to attract strong attention in the short term. How to grasp this frequency to ensure that there is no shortage of effective reach while avoiding excessive or even counterproductive delivery? Cross-screen joint frequency control technology is the key. Yoyi Technology's cross-screen access capability and frequency control technology can help brands identify the same user while fully reaching across screens, and stop delivering to the user when the number of times threshold is reached, thereby avoiding waste, reducing invalid traffic, and more Compete for the commanding heights of information faster, better and more economically.
• Seize the entrance with high traffic
During the preparation period for the e-commerce big promotion, how can brands attract more traffic to the e-commerce stores, forming a trend of returning to the sea? And how to accurately find the target customer group from the vast crowd? As a leader in global intelligent marketing, Yoyi Technology has a coverage rate of 80% of the mainstream head media, and has over 100 million-level security, compliance, and landing databases, as well as years of experience in brand e-commerce drainage. Remarkable achievements have been made in capturing and attracting target traffic into the e-commerce site.
The [Yoyi Technology & JD Cloud Joint Solution], which was released in March this year, can help brands broaden the entrance of off-site traffic to enter the site through the organic integration of e-commerce data and media data. Quality, and finally achieve the goal of being accurate and effective, breaking circles and expanding new ones in scenarios such as big promotions.
• Facilitate the key aspects of the transaction
When a brand reaches users across the entire domain and attracts traffic from the public domain, it must carry out refined user operations to facilitate transaction conversion. The transaction link is the final military parade of the brand. In recent years, the transaction field has also tended to be diversified, from a single "e-commerce position" to "e-commerce + brand's own small program", from "online-based" to "online Omni-channel model of online + offline integration". The realization of omni-channel and multi-mode monetization can expand the harvest volume for the mid-year promotion.
Yoyi Technology has many years of experience in operating and serving leading brands in various industries, which can help brands to do a good job in crowd strategy, material optimization, and product selection in multiple positions such as e-commerce and small programs, and facilitate the most critical transaction conversion link, allowing the brand to extend the user life value cycle (LTV) and enjoy the growth of user value.
Growth is only for brands that are prepared
Going back to the 618 we discussed, which is already at the brows, if you want to outperform the battle for users’ minds, occupy users’ shopping carts, and win the ideal market share, you have to dismantle the entire period of the 618 campaign and focus on the water storage front For each stage of the period, preheating and warming-up period, and scale harvesting period, a suitable and dynamically adjustable solution is provided. Next, we will take the case of YOYI Technology as a brand in e-commerce site drainage during the important e-commerce Lantern Festival over the years as the base, to see how to do a good job in crowd strategy, content matching, global reach and real-time optimization.
1. Crowd strategy
In daily operations, brands can accumulate high-quality crowd models through one-party data analysis and launch tests; when it comes to the preparatory period for big promotions, brands may hope to quickly realize "crowd breaking circles", tearing up traffic entrances, and harvesting more orders . And [Yoyi Technology & JD Cloud Joint Solution] can integrate the consumer behavior data inside the e-commerce site with the media preference data outside the site, helping brands fully understand consumer portraits and refine multi-dimensional user labels. In addition to fine-grained communication with brand history veterans, it can also target category groups, cross-category groups, radiation high-potential groups, etc., eliminating blind spots while taking into account the accuracy of reach, and realizing "crowd breaking".
2. Material matching
During the big promotion period, the brand needs to conduct refined communication with users of different labels at different stages of the big promotion based on its own industry attributes and product positioning. For example, in the field of small programs, when advertising in the circle of friends is used to attract new users and promote conversions, you can compare and test the multi-version materials of different groups of people, and select the best and accumulate according to the purchase conversion effect; in the field of e-commerce operations, for The materials on the single product landing page or the whole store page in the site are debugged, and the conversion status can also be fed back to the material optimization layer to find more matching and better-effect materials.
3. Global reach
After matching the crowd strategy and material well, during the 618 big promotion period of water storage and warm-up, the brand will widely cover and efficiently reach out to old customers, and new customers will focus on high-quality crowds and high-potential breakout crowds in the category history; In the early stage of the 6.18 promotion, the centralized delivery was carried out to verify the conversion performance of different groups of people, and to lay the foundation for the subsequent adjustment of delivery. Yoyi Technology empowers brands to integrate in-site and out-of-site data in a compliant and safe way for brands, and steers brands in media selection to achieve global reach with both breadth and depth.
4. Real-time tuning
Through T+1 data backflow and post-link analysis feedback, brands can implement media mix improvement, placement selection, content material testing, crowd selection and optimization. For example, in the later stage of the 618 promotion, the brand’s e-commerce off-site drainage will gradually shrink, and it will chase after dark horse media, reduce the amount of mediocre media, and stabilize the follow-up conversion effect. Another example is that during the 618 period, the brand launched advertisements in the circle of friends to attract new users to the mini program and promote conversion. The specific four-picture/card video format selection of the circle of friends advertisements, the selection of horizontal large picture materials, and the selection of product materials for different categories of people Putting in, can "details affect success or failure." These are the real-time adjustments that Yoyi Technology can empower the brand.
In March of this year, Yoyi Technology and JD Cloud officially released the [Yoyi Technology & JD Cloud Joint Solution], based on Yoyi Technology's excellent algorithm capabilities, years of experience in public domain delivery and JD's ecological open platform, it is leveraging brand power It plays a pivotal role in the path of sustainable business growth. Previously, this solution has successfully achieved fruitful results in multiple marketing activities for brands in various industries such as beauty and personal care, food and catering, fast-moving retail, and 3C. And ultimately realize three major values for brand customers:
1) Realistically increase e-commerce TA% and TA Reach;
2) Introduce new A1 and A2 for the brand;
3) Subdividing dimensions, transparent attribution, and tailoring a better media mix strategy for the brand.
When the first annual e-commerce promotion in the year of consumption picks up, the drums of preparation are sounded, and when the e-commerce platform provides important support and huge potential traffic is about to flood in, grasp the whole link of consumption and corresponding solutions, It is undoubtedly a good time to grasp the certainty of consumption and take advantage of the wind to seize the opportunity to reach and deepen brand awareness, build mental connections and cultivate loyalty. The one-month countdown to preparations has already begun. Embrace the opportunity and win 618. It is still too late to start now.
