Double 1 1 countdown, e-commerce marketing "big sale" operation strategy pick it up!

It is also a year's double eleven, which has entered the final sprint countdown for all brand businesses. However, with the change of consumers' consumption concept, creative content, breaking through the bottleneck of traffic, making scientific decisions with the wisdom of data, in-depth dialogue with consumer groups and intelligent layout of content marketing have brought infinite opportunities and challenges to brands.

The traffic in the station is getting more and more expensive. How do brand businesses store water? There is a fault in the advertising inside and outside the station, and the data cannot be opened to realize the linkage between products and effects inside and outside the station. How to effectively guide off-site traffic into strategic concern? In the face of the upcoming double eleventh promotion, how do brand businesses prepare for the war? Are you ready?

During the Double Eleven period, brands competed fiercely for traffic resources, and the traffic resources in Amoy were limited and expensive. On the one hand, the traffic is limited, and Tencent's resources cannot be invested, which makes the merchants have great limitations in the coverage of media and people. On the other hand, Ali's resource coverage is limited, and the advertisements in the station are suitable for the final sales transformation, and it is impossible to complete the large-scale coverage exposure and drainage required in the early stage of the transformation.

Today, there are still 10 days before the arrival of 20 18 Double Eleven. Major online platforms have begun to introduce policies, and brand businesses are also in full swing to lay out the water storage period. Pinyou Interactive has made a forward-looking layout of this year's Double Eleven marketing promotion based on its in-depth insight into the rich data such as traffic trends, bidding situation and order distribution of last year's Double Eleven, and combined with the current actual performance, and put forward targeted suggestions, including bidding price increase, material review, targeting strategy, resource recommendation and other related suggestions, so as to facilitate advertisers to better cope with the upcoming Double Eleven.

According to the timetable released by Ali, this marketing activity will be divided into four stages:

Water storage period: 654381October 8th to1October 20th 10;

Preheating period: 65438+1October 20th to165438+1October10;

Marketing outbreak period: 165438+ 10/0 night;

Subsequent operation period: the whole year after double 1 1;

We are now focusing on the most critical warm-up period and marketing outbreak period.

Warm-up period: give priority to bidding resources to ensure the demand.

According to the previous data of "double 1 1", CPM (cost per thousand people) rose rapidly during this period, but CPC (cost per click) remained stable, CTR (click rate) was 2-3 times as high as usual, and the competition became increasingly fierce, but users gradually began to add shopping carts to prepare. The significant increase in the second-hop rate in the same period reflects the limited time for the big promotion discount. Most users keep clicking on the details of the promotion before the start of double 1 1, and return to buy on the same day.

The key strategy during this period is to adjust the delivery strategy according to the click-and-browse data in the warm-up period and optimize the delivery crowd; Start visitor search, comprehensively promote popular goods, unit price of goods, user behavior characteristic data, on-site and off-site access behavior, predict and convert unit price and other factors for comprehensive weight consideration, dynamically recommend the most attractive goods to users, and urge them to add the goods to the shopping cart.

Merchants can directly put red envelope advertisements in news and information apps and other channels to attract audiences to receive red envelopes and even realize consumption. Or directly put different commodity advertisements in various channels, and then push personalized advertisements according to the click interests of different audiences. For example, if someone clicks on the bread machine advertisement, then later, you can focus on pushing bread machines with different styles and different functions; Someone browsed the humidifier advertisement, and then they could match the humidifier product accurately.

Either way, Pinyou interaction can take advantage of big data and technology, trigger intelligent recommendation of creative materials according to different historical behaviors of visitors, and implement differentiated dynamic reach and visitor retrieval.

Marketing outbreak period: ensure the success rate of bidding and stimulate transformation

Generally, the transformation peak of the big promotion is 2 1-23 o'clock the day before, and it lasts until 1 o'clock the morning of the big promotion. On the day of promotion, the order lasts from 8: 00 to 22: 00, and reaches its peak on 15 in the afternoon. Considering that this year's double 1 1 on Sunday, the competition of traffic resources is unprecedented fierce, and both CPM and CPC will reach the peak.

During this period, the most important thing is to collect the strong users' nets retained in the first two stages, and increase the intensity of searching visitors. The budget limit can be moderately relaxed to ensure the success rate of double 1 1 on the same day, stimulate the transformation and promotion, and achieve the sales target.

Combined with the previous unit price and click-through rate data, we found that redirection and personalized redirection traffic had the highest cost performance during the Double Eleven period. Therefore, on the one hand, it is suggested to increase the budget for personalized redirection and visitor retrieval; On the other hand, it refines the non-directional delivery, focusing on context, regional orientation and interest orientation. As an important means of marketing, redirection can carry out complex labeling system and crowd classification on the basis of data analysis, and realize timely and accurate push of information to users. )

Pinyou Interactive helps the platform to maximize its value during the Double Eleven period through the comparative analysis of traffic inside and outside the station. Combining with multi-party data tracking and feedback to expose people, Pinyou Interactive matches visitors' search behaviors in different dimensions, such as activity information at different stages, product selling points and explosive products, which is conducive to maximizing the promotion effect and finally realizing transformation.

At the same time, in order to meet the double 1 1, Pinyou Interactive has prepared more priority bidding resources, docked all 25 advertising trading platforms, comprehensively upgraded its processing capacity to dock more resources, and can calmly face more traffic pressure, ensuring that each advertiser's advertising needs can be realized during the Double Eleven period.

Traffic advantage and optimization ability can guide customers to realize the global promotion of advertisements, reach high-conversion people at low cost and high efficiency during the Double Eleven period, attract more potential users on a large scale, cover brand audiences more accurately and efficiently, realize traffic growth and cost reduction, and rush in the Double Eleven promotion.