"Scientific Advertising" —— A Summary of the Marketing Model of E-commerce Industry

Editor's lead: Marketing is a commonplace topic for the e-commerce industry. Nevertheless, we can't ignore the importance of innovation to marketing and the influence of continuous learning on marketing reform. The author summarizes the marketing models of Ali, JD.COM, Meituan, Dentsu and other e-commerce industries to see how these big companies do a good job in marketing.

The past two or three years have been an interesting and important time to be a product manager, because during this time, apart from doing functions, we will be more exposed to the business itself, and our corresponding thinking mode will be different from the initial and perspective of the business.

I watched Hopkins' science advertisement again some time ago. Who is Hopkins?

Even students who have never studied advertising may know more or less about Ogilvy's advertising, and then people who are slightly familiar with it may know that "the father of modern advertising" is the founder of Ogilvy's advertising-David Ogilvy; So, david ogilvy's master is "Hopkins".

Hopkins pulled the advertising profession from the wild state to the regular army for the first time, which is also the original intention of scientific advertising writing. Students engaged in operation or marketing may be familiar with "new product trial" and "coupons". According to records, these are also Hopkins' inventions.

After working for a long time, whether as a product manager or in other industries, I often say routines. In fact, "routine" is just a high-level summary of what we have done. Some books have been summed up with help, and some things that "kung fu is beyond poetry" actually need our own "enlightenment".

Although "Science Advertisement" is about the advertising industry and advertising strategy, many marketing ideas in it are still out of date. According to the working age of Hopkins 4 1, the summary of these theories should probably be formed in the1920s, that is, during the First World War. 100 years later, it is still shocking.

Similarly, in the whole marketing field and marketing history, the "marketing model" is also a tool that everyone mentions and uses more, but this seemingly mysterious and illusory thing is just like Hopkins' scientific advertising concept. Although it has been infiltrated and enlightened by the times, its essence has not changed.

First, American advertising scientist E.S. Lewis: Adama's Law

AIDMA's law was first put forward by American advertising scientist E.S. Lewis in 1898. The meaning of Adama's law is: A (attention) attracts attention, I (interest) generates interest, D (desire) cultivates desire, M (memory) forms memory, and A (action) promotes action.

The so-called AIDMA rule refers to the rules that dynamically guide consumers' psychological process from seeing advertisements to shopping behavior, and model their order.

The process is: first, consumers pay attention to advertisements, then they become interested, read advertisements, then they have a desire to buy and try, then they remember the contents of advertisements, and finally they take action.

Second, Dentsu: AISAS mode

AISAS model is a brand-new consumer behavior analysis model put forward by Dentsu Company in view of the changes of consumers' lifestyle in the era of Internet and wireless application.

The marketing method has gradually changed from the traditional AIDMA marketing principles (attention, interest, desire, memory and action) to AISAS (attention, interest, search, action and sharing) with network characteristics.

In the brand-new marketing rules, the appearance of two "S" with network characteristics-search and sharing points out the importance of search and sharing in the Internet age, instead of instilling one-way ideas into users, which fully reflects the influence and change of the Internet on people's lifestyle and consumption behavior.

ISMAS model was put forward by Professor Liu Dehuan of Peking University. According to the changes of people's life forms in the era of mobile Internet (especially the enhancement of users' initiative), the traditional theoretical models, namely, interest, search, mouth, action and sharing, are improved.

Third, the consumer behavior model in the social media era: SIPS model

20 1 1 Dentsu Corporation of Japan put forward a consumer behavior model (sympathy-identification-participation-sharing &; Spread (SIPS mode for short) divides consumers' consumption behavior into four stages: symphony, recognition, participation, sharing and communication.

This model deeply analyzes the development and changes of consumer behavior in the new era, and provides enterprises with a more suitable framework for social media marketing creativity, consumer behavior analysis and communication effect evaluation.

4. Meituan: LIIS (Lifestyle-Identity-Interaction-Sharing), a brand-new marketing model based on lifestyle.

There are two major differences in this marketing model of Meituan. One is to emphasize big data, the other is to emphasize the interaction between people and enterprises.

But the logic is easy to understand: through online and offline contact, we get the user's identity information, and in turn, we can better recommend the content with high matching with users to consumers, and any node in the whole process can realize the user's "sharing", so that the whole process can be repeated.

Verb (abbreviation of verb) Ali: AIPL+ fast+growth.

AIPL: subdividing brand groups and quantifying their assets is the most important part of brand global marketing. AIPL stands for:

1. Come on

The quick index mainly consists of four parts, namely, the total number of consumers' assets (F) and the deepening rate (A), namely, the conversion rate of consumers at all stages from cognition to interest to purchase and becoming loyal users; The number of super users (S) refers to consumers with high net worth, high value and high communication power to the brand, such as brand members and super user activity (T).

These four indicators not only evaluate the quantity (F and S) of consumer assets, but also include the quality (A and T) of consumer assets. FAST index system can measure the efficiency of brand marketing operation more accurately, and at the same time, FAST also pulls the perspective of brand operation from the temporary GMV to the healthy and lasting maintenance of brand value.

2.f (fertility rate)

Number of operable people-active consumers: this indicator mainly helps brands to understand their operable total.

Firstly, GMV forecasting algorithm is used to predict the gap of brand consumers, and then marketing budget investment is optimized based on the gap, and brand consumers' assets are expanded through multiple channels inside and outside the station, so as to guide the brand to carry out future product planning and market expansion and expand consumers in all directions.

3.a (forward)

Crowd transformation power-relationship week deepening rate: multi-scenarios enhance consumption activity and promote the positive cycle of crowd links. After the multi-channel grass planting crowd is precipitated, we will further screen high-quality people, reach the advertising through the drilling and exhibition channels, subdivide the precipitated people within the brand, conduct hierarchical operation and differentiated marketing for consumers, and promote the circulation and transformation of the whole consumers.

4. Advantages

Total number of high-value people-total number of members: members/fans are of great value to the brand and can provide amazing explosive power for brand promotion. Through online and offline linkage, joint brand marketing, with the help of new retail scenes of Tmall U, Taobao Eggs, Smart Maternal and Child Room and other platforms, brand members/fans will be expanded, laying the foundation for subsequent member/fan operations.

5.t (thriving)

High-value crowd activity-member activity: with the help of big promotion, the activity of members/fans can be enhanced, the potential value of members/fans can be stimulated, and the brand GMV goal can be achieved. Members/fans will operate at different levels according to RFM indicators, optimize the activation efficiency, punish thousands of people, combine public and private, and empower members/fans to operate.

Growth should be an eternal topic for marketers, especially in the stock age when Internet traffic dividends peak and growth becomes more and more difficult. Usually, it is difficult to find the direction to help category growth in the three places, and there is a lack of clear grasp of brand growth, and the efficiency of brand growth is low.

Therefore, Ali, who is now positioned as a commercial operating system, proposed a "dashboard" for the growth of FMCG industry, which is suitable for several first-class products such as maternal and child, food, household cleaning, beauty cosmetics, medical care and personal care. The four words in growth represent the "decisive factors" that affect the growth of categories:

Gain: refers to the contribution of consumers to the total growth opportunity of the brand by purchasing more categories/products; Retention: refers to the contribution of consumers' more frequent/repeated purchase of products to the total growth opportunities of brands; Boosting: refers to the contribution of consumers to the total growth opportunities of the brand by purchasing price-upgraded products; Broadening: refers to the total growth opportunity contributed by the brand by providing other related products other than the existing category. These include:

The category penetration rate of maternal and child industry is significantly higher than other factors; Grain and Jiaqing repurchase opportunities are outstanding; Beauty and health care industries have the best chance to gain price power; The growth opportunities of personal care industry are consistent in all aspects, and the penetration opportunities are slightly higher;

6.JD。 COM: 4A Mode of Marketing 360 System

4A mode:

Awere: JD. Combs (Xiao Ju), JD.COM Direct Investment (dsp), offline, contract occupied; Attraction: JD.COM booth (aggregation effect), JD.COM direct investment (dsp), offline, contract occupation, Beijing mission, Beijing airport; Action (Act): Search for product specials, activity links, shopping contact advertisements, JD.COM Express, and search for stores; Advocacy: shopping cart contact advertising, fission advertising, interactive communication;

Seven. abstract

Looking at the development and changes of the whole marketing model, the core changes before and after the emergence of new media are not only to promote users' "transactions", but also to take "sharing" as a consistent focus. The importance of brand is self-evident, but in reality, not all enterprises attach importance to brand positioning and publicity and guidance, which is the first step to contact users; Of course, with the changes since the epidemic, the cognition of the brand may also occur in the communication stage, and the change of this order deserves deep consideration and attention; Big data is not just talk. In fact, data collection and data construction of big data still have a long way to go. "People", "goods" and "field" have different degrees of attention: because of the strong data accumulation foundation, Ali's marketing design with one dimension seems more complicated, but it must be the most effective; Moreover, Ali also has some involvement in the commodity level; Meituan and JD.COM actually pay more attention to the dimension of "field", and the two Meituan are better; Commodities don't seem to be deliberately mentioned, because after all, everyone is planning based on the platform, or as a big channel, but the discussion of "commodities" is inevitable; Finally, we can see that although advertising companies and e-commerce platforms are iterative in marketing theory, the difference between theorists and practitioners is immediate.