As a catalyst for the business development of merchants, marketing has always been an area where bosses invest heavily. However, due to the uneven professional ability of the practitioners and the lack of deep understanding of the industry, a lot of resources were wasted invisibly, resulting in the embarrassing phenomenon of high input and low output. As a person who has worked in SEM and started a business, I am very touched by this.
Traditional marketing is gradually declining Micro -digital intelligent marketing services are on the rise
Marketing is to keep pace with the times, but also to keep pace with the market. Looking at the Internet that has been developed in China for more than 20 years, the market ecology based on various business models is still diverse. According to my understanding, based on the Internet, from the perspective of the evolution of marketing services, it has gone through three stages: traffic-driven, mobile Internet transformation, and scene-based digital intelligence integration.
That is to say, in the PC era, Baidu, 58 Ganji, etc. are representatives of traffic-driven marketing services for merchants. These platforms rely on traffic advantages to provide paid promotion services for merchants; Retail companies with offline or online advantages, such as Wanda and JD.com, have tried to provide O2O marketing services for merchants; in the era of industrial digitalization, cross-border integration has become a trend, and intelligence, ecology, and scenarios have become the main keys for merchants to choose marketing platforms word. The so-called traditional marketing I am talking about here refers to the first two stages.
In addition to the influence of environmental factors in the market cycle, traditional marketing services are also generally faced with various problems brought about by "marketing cocoons", such as the lack of target audience, fragmented marketing scenarios, high labor costs, limited marketing strategies and creative ideas , bidding cannot be real-time and many other problems.
Take Baidu SEM, which I have dealt with as an example, although the background keeps pace with the times and launches offline store promotion business, the traffic-driven marketing service model can only solve the problem of information advertising in consumption scenarios , Subsequent key data such as transaction conversion and customer churn rate cannot be presented in the promotion background, resulting in a break in the marketing data chain, which affects marketing decisions to a certain extent.
In the era of digital and intelligent marketing services, it can be said that the shackles brought by the "information cocoon" have been completely lifted, and the marketing evolution based on the continuous flow of data has been realized for merchants. On the one hand, this evolution helps merchants continue to reduce costs and increase efficiency, and on the other hand, it enhances the intangible competitiveness of merchants in the market.
In the era of digital and intelligent marketing services, Jingzhuntong has changed for merchants
Two days ago, I participated in the Jingdong Zhuntong brand upgrade conference online. Its Slogan is very interesting: "You don't have to be very proficient, but you can be very good at it." The meaning of the interpretation is to help merchants achieve sustainable and high-quality growth more easily and efficiently with the help of its professional marketing service capabilities.
As Bo Lixing, head of the Product Innovation Department of the Product R&D Department of JD Retail Marketing and Commercialization Center, said, the current market environment faced by merchants is complex and changeable. How to obtain the best quality of marketing transformation with the least cost? How to get rid of fragmentation constraints and realize multi-scenario marketing? How to adjust marketing strategies in real time without missing potential customers, etc...
Jingzhuntong has given the optimal solution to the marketing problems that merchants pay attention to or have not thought of. Why does it know so much about merchants?
First, in JD.com’s commercial operation system, Jingzhuntong has been with merchants for 8 years. It has a deep understanding of the marketing appeals of large, medium and small merchants, and is driven by technology and algorithms to help merchants achieve high-quality growth through marketing.
The second is: Jingdong's corporate culture dictates it. As we all know, JD.com has always practiced the business philosophy of symbiosis and win-win with merchants. This natural cooperative relationship not only improves the efficiency of cooperation between the two parties, but also enhances the centripetal force to deal with complex and changeable markets.
So what optimizations and upgrades has Jingzhuntong, which has changed for merchants, made in terms of digital and intelligent marketing?
The so-called marketing, data first
For example, the comprehensive delivery analysis tool "Data Center" launched by Jingzhuntong this time covers the entire link of advertising delivery and integrates multiple important scenarios such as industry insights, rankings, and operational analysis to help merchants improve the efficiency of data analysis and dig deeper. data value.
There is also the marketing strategy of Jingzhuntong's "digital intelligent marketing brain", which aggregates data and delivery capabilities to realize the integration of investment and data, and can provide brands with integrated marketing services of data insight and strategy mining, so that data can better serve It is used in marketing and makes marketing more scientific.
Generalization and personalization help merchants to launch "light and accurate" marketing
Anyone who has dealt with SEM knows that bidding and creativity are important factors that affect the quality of keywords. However, the efficiency of traditional bidding will be affected by the hierarchical structure of accounts and the business proficiency of traders, while creativity will be affected by marketing strategies and insights into market consumption behavior. So this is a complex and time-consuming systematic work.
Moreover, small and medium-sized merchants are different from big brand merchants in terms of marketing resource allocation. Big brand merchants often have professional operation teams or high-level third-party agency resources. Small and medium-sized businesses can only cross the river by feeling the stones and accumulating experience.
As a provider of digital and intelligent marketing services, Jingzhuntong should iterate as needed. In terms of trading methods, it provides merchants with three modes: fully automatic, semi-automatic, and purely manual. Merchants can choose whether to hand over to the platform to help them according to their own needs. Carry out intelligent and systematic marketing soft full link delivery operation. This, to a certain extent, solves the problems of insufficient manpower and insufficient experience.
In terms of bidding: a new ROI-controlled bidding model is launched for merchants. The bid is intelligently calculated based on the conversion rate and the expected ROI of the merchant, and the ROI effect is controllable. This bidding model can be efficiently and dynamically adjusted according to the market demand of the merchant, which is better than manual bidding. Exponentially higher in terms of efficiency and quality. Moreover, with the help of the product orientation structure across product lines, it can realize various targeted recommendations for merchants' personalized targeting needs, and improve the penetration of precision marketing.
In terms of creativity: Jingzhuntong has realized the automatic generation of various advertising materials including titles, pictures, and videos with the help of digital intelligence capabilities. The content generated through intelligent creativity has greatly increased the attention of users, especially in the popular In terms of video marketing, Jingzhuntong's intelligent creativity relies on its "high-gloss video frame extraction" ability to generate video creative clicks that can increase by up to 10%.
Diversified marketing scenarios help merchants expand customers online and offline
In terms of marketing scenarios, Jingzhuntong provides targeted output solutions based on the different needs of merchants. For example, for new merchants who have no experience in launching, they can use the one-stop scene-based intelligent launching tool "Jingsutui" to open the fully automatic mode to realize the intelligent custody of "unmanned launching" in the whole process, and realize pre-investment (automatic screening of explosive products) ), mid-investment (smart orientation, smart bidding, smart creativity), and post-investment (data review and analysis) full-link intelligent delivery.
Facing the B-end scenario, Jingzhuntong launched a new enterprise procurement and marketing platform "Jingbo". With the help of JD Digital's intelligent marketing capabilities, Jingtarget can realize market insights centered on the enterprise, and provide unique B-end market market analysis and Insights into business opportunities throughout the life cycle, and through one-stop omni-channel precise access to multiple rounds to achieve personalized interaction with target users, influence purchasers' decision-making, and provide a one-stop solution to solve the problem of To B marketing customer acquisition.
For merchants who need online and offline integrated marketing, Jingzhuntong launched a store promotion marketing solution, based on the location of LBS to accurately reach users within the coverage of the store, combined with JD.com’s internal traffic resources and off-site cooperative media resources, and Jingzhuntong’s Zhuntong's intelligent delivery capabilities can help improve the overall marketing effect of stores in an all-round way.
To sum up, the generalization of Jingzhuntong’s product design, the intelligent systematization of functions, and the diversification of marketing scenarios provide an underlying operating structure for personalized targeted marketing, and also provide cost-reducing and increasing growth for merchants’ precise marketing. effective guarantee.
Long-term thinking brought about by Jingzhuntong’s integrated digital and intelligent marketing services
According to my understanding, this long-termism is divided into internal and external. Intrinsically speaking, relying on Jingzhuntong’s integrated digital and intelligent marketing services can help more Jingdong merchants realize digital marketing, and behind this marketing is the process of continuous precipitation and fission of Jingdong’s internal consumption data. In this process, JD.com can increase the closeness of cooperation with merchants based on global consumer insight and perception, such as launching more new C2M products, forming a positive cycle. While enhancing the market competitiveness of merchants, it also enhances users’ consumption stickiness to JD.com , Let Jingdong be more Jingdong.
Externally, with the help of Jingzhuntong's ecological layout and the promotion of diversified marketing scenarios, in the 5G and AI era of the Internet of Everything, the long-termism of digital marketing services has just begun.