What is the significance of digital marketing to enterprises?

Digital marketing is of great significance to enterprises. We think its significance can be divided into three parts: defining people, activating people and satisfying people! The following will be explained from the trilogy of digital operation of this brand.

taking tmall flagship store as an example, based on GROW2., how does the brand make a digital growth plan with strategic clarity and practicality? Tmall Fast Consumer is based on three steps: defining people, satisfying people and activating people. Based on the growth of subdivided tracks, increasing crowd tools and new supply-driven growth, it links a series of horizontal support capabilities of Alibaba Group to empower brands to find the right direction and achieve landing.

first of all, the definer. In 219, Tmall Fast Consumer has naturally clustered all the people, and put forward eight strategic people to empower brands to find their own growth track.

In terms of activators, in 219

, Tmall Fast Retailing and Ali Mama Marketing put forward the "Joint Brand Crowd Growth Cooperation Model" for the first time, aiming at using the capabilities of both parties in consumer marketing to find new channels for brand crowd growth. In 22, Mama Ali and Tmall FMCG will further link up with the Joint Brand Crowd GROWth Plan (JCGP), deeply integrate with Grow around the key goal of "brand crowd full-link growth", and also release the "full hosting service provider ecology" for digital captains, which will comprehensively open up and strengthen the data insight ability, creative marketing ability and basic operation ability, create a closed loop from strategy to landing, and empower brands to grow in many ecological scenarios.

In addition, flagship store 2. helps brands to operate consumers effectively through upgrading tools and products, and helps businesses to transform new retail in an all-round way to achieve sustained high-speed growth. Specifically, flagship store 2. includes crowd operation and member operation. It has realized continuous activation from the dimension of brand private domain.

finally, returning to "satisfying people" is the most critical issue to continuously satisfy consumers' needs and improve the per capita value output (ARPU). In this regard, relying on powerful computing power and innovative genes, Ali provided a solution for "science and art" in the DT era.

Search and recommendation technology relies on powerful computing power. Ali realizes more proficient and efficient matching and distribution of people and goods through algorithms and artificial intelligence, stimulates users' needs, revitalizes more production capacity, and realizes the third kind of innovation of "market creation". The commercial carrier of these technical capabilities is the value growth engine (CLV

Engine) around the consumer life cycle. The search and recommendation business empowerment team "Hermes Platform" draws energy from Ali's global big data technology, which has accumulated many years of analytical and intelligent algorithm capabilities, and perfectly integrates the consumer life cycle with the product life cycle. Through the combination of Tmall's fast-moving and search and recommendation teams, we strengthen cognitive intelligence based on emerging channels such as information flow, short video and live broadcast. In the recent attempts, the leading digital captain brand can bring up to 1 times of crowd penetration and considerable business growth by introducing personalized content and goods of different groups of people in large quantities.

In terms of innovation, Tmall New Product Innovation Center (TMIC) uses Ali Big Data and a series of characteristic testing tools to help brands gain insight into new product trends, tap new product demand and accelerate new product development. In the future, TMIC will further empower brands to carry out supply-side innovation around the needs and pain points of strategic people, and continuously monitor the success of the whole life cycle of categories based on the GROW2. index system to achieve sustained growth.

if you have more questions, please contact us directly. Yunji Interactive has rich experience in Tmall operation ~