A successful e-commerce marketing case?

From pay-per-click advertising to blogs, from search engine optimization to data analysis, e-commerce marketing methods are diverse and even a bit complic

A successful e-commerce marketing case?

From pay-per-click advertising to blogs, from search engine optimization to data analysis, e-commerce marketing methods are diverse and even a bit complicated. The goal of marketing is to find those activities, promotion methods and strategies that can generate profits. I have carefully collected and sorted it out for everyone. Let's have a look.

Article 1

Vanke Eslite is a classic e-commerce network marketing case. Through network marketing combined with the listing of new brand of vancl, a set of network promotion strategy with ROI as the core is constructed to adapt to the development stage of vancl, which makes val rise rapidly among B2C competitors in the same industry. Through a series of interactive advertisements with clear selling points and exquisite production, val can simultaneously improve product sales and brand image. In a short period of one year, vancl has created a new myth of B2C, and the first principle of its media selection is to conform to vancl's overall marketing strategy, that is, to open the market and make profits in the shortest time. Portal, vertical, community and cps alliance take ROI as the assessment standard, and after media testing period and screening period, they finally reach a mature and stable period, and tailor a set of media strategies that fully meet the overall marketing of vancl.

the second

The fourth anniversary of Brewmaster. com set off an off-season online wine buying craze with the anniversary of "Crazy Brewmaster Month", constantly cultivated users' consumption habits, kept ahead with the industry-leading attitude, and further enhanced brand awareness. And with the help of large-scale popularization and exposure to attract new consumer groups and expand consumer contact. Finally, after two months of activity, the flagship store sold nearly 35 million yuan, and the average monthly page views of the store increased by 1 10% from August to September compared with July. In July, the average number of trading users increased by 139%. Ranked first in the hot-selling shops in the industry, and the hot-selling index and popularity index far exceeded the second place, which was the double eleven notice. Among them, two highlights have made the off-season marketing model of online shopping niche category: the first is innovation, and the brand is deeply integrated with the rights and interests of Taobao V-level members for the first time; Secondly, integration, multi-platform, multi-theme and multi-channel resources integration and utilization.

Brewmaster Netscape 1 1 achieved the whole network sales of 22 1 10,000 yuan on the same day, of which the first hour sales was 40 million yuan, more than two-thirds of the whole day in the same period last year, making it the biggest winner of liquor e-commerce. This is due to the dual-micro promotion scheme of "Weibo, a star, drinks, and opinion leaders comment on WeChat".

165438+ 10 month 10 is the preheating period. We mainly use e-commerce celebrities and grassroots tubas on the Weibo platform to throw out topics such as # Double Eleven # and Brewmaster Net # Send Rooms and Cars to the Spring Festival Evening # in Weibo and carry out related activities to guide potential consumers. On the day of "Double Eleven", topics and activities were initiated through some heavy actions, such as interaction of popular stars, teasing by some people, broadcasting of opinion leaders, etc., which pushed the popularity of the Internet in Brewmaster to * * *. On the day of the Double Eleven, when all kinds of e-commerce websites were frantically carrying out promotional activities, Bo Huang and Xu zhēng # Double Eleven # Interactive Weibo ranked first in the popular Weibo list. 12 is the duration. Immediately after Brewmaster won the "Double Eleven", he posted an in-depth article written by the leaders of the e-commerce industry on WeChat, which triggered the attention and heated discussion of the e-commerce industry.

In a word, the slogan # Shuang 1 1 Good Wine # has made another classic marketing case of Shuang 1 1. The main point of communication is that Weibo WeChat takes both breadth and depth into consideration.

Article

Since lovo, the e-commerce brand of Luolai, was launched on 12, it has become more and more urgent to make its own brand voice. Lovo is a younger and more fashionable American-style home textile brand, and it needs to attract its younger users in Taobao. Through cross-border cooperation with Tusky cartoon characters and continuous 1 month marketing activities, Tusky series ranks first in the world, with 100 minutes 1000 sets, 74 hours 1000 sets and 80 hours 1000 sets sold out.

The rise of LOVO brand itself also contains a certain spirit of struggle. This is consistent with the spirit conveyed by Tusk itself. Furthermore, LOVO emphasizes freedom and individuality, which is consistent with Tusky in brand concept. The whole marketing activity can be divided into three main points:

1* * Highlight the image. A few years later, Tuschi's image has been silent, so the action video of netizens imitating Tuschi was found, re-integrated and spread. In addition, the marketing momentum of Mid-Autumn Festival was also used on the day of the new product launch, and the marketing team took a creative video to warm up. In the video, a girl dressed as Chang 'e appeared in the subway, and the "Moon Rabbit" in her hand had fangs. Through these two points, Tuschi's memory in people's minds was awakened.

2*** Create a topic. It is not enough to just stay in "awakening". After Chang 'e and Taskey appeared in the subway together, the activity was upgraded to event marketing, which implanted a topical theme-"Chang 'e" met a wretched man, which caused another round of communication on the Internet. At this time, the flagship store of Luolai Home Textiles simultaneously started the preheating of ten new products to attract stores to collect.

3*** brand exposure. Brand information was not revealed during the campaign stage until the third video of Chang 'e series appeared. After that, Taskey's Happy Decompression Sports Video was broadcast, and a large number of Taskey's classic facial expressions and movements were spread in the form of real-life deduction, including a large number of LOVO brand exposures. At this point, the marketing effect reached its peak, and SNS channels such as Sina Weibo Redskins and WeChat official accounts forwarded a large number of topics. According to statistics, three videos of "Chang 'e" series were broadcast, covering 900,000 people.

In fact, social media is a channel for consumers to know product information, brand, purchase and comment on products. The success of e-commerce brands in social marketing lies in the high overlap between buyers and social media users, which is also the natural advantage of e-commerce brands in applying social media to brand marketing promotion compared with traditional brands-closer to consumers. But it also puts higher demands on the executive level, because the word-of-mouth created by interaction can be a double-edged sword.

Several points that e-commerce brands should pay attention to.

1* * Select the appropriate time node. Double Eleven was initiated by Taobao and gradually became the traditional marketing node of e-commerce. Proper efforts at critical times can make brands get more attention on social platforms. Brands should not only focus on the outbreak of sales, but also regard it as an opportunity for brand promotion.

2*** Express brand cultural values. Chu orange sells not only ice-sugar oranges with excellent taste, but also an opportunity to communicate with elders; The combination of brand DNA of Luolai Home Textiles lovo and the cartoon image of tusks gives the product a unique brand image. The main values of Inman's slow life are also spread through the marketing active communication of Double Eleven.

3*** Use social platforms to gain insight into consumers. The high overlap between social media users and consumers enables brands to attract and distinguish consumers based on social platforms, shorten the distance for brand information to reach consumers, and launch personalized customized services for target customers. At the same time, social media platforms can also feed back the role of marketing tools, which is very helpful for adjusting the direction of marketing strategies in time.

4*** Find the communication node that matches the brand image. Weibo Bei, Han Han and Jiang, who went to Beijing with Oranges, forwarded them, and the brand influenced people who paid attention to these opinion leaders. In the case of Brewmaster Net's Double Eleven marketing, with the help of Weibo Yi, a social media accurate communication platform, Brewmaster Net used the interaction between popular stars and XUZH ? ng, and the power of grassroots tubas and paragraphs to effectively reach consumers and establish a good brand image.

5*** Focus on word-of-mouth marketing. In addition to using topics to cause topic discussion when promoting on social media, so that public opinion can focus on brands, another link that cannot be ignored is the comment link after consumers buy. Because of the nature of social media, this link has a growing impact on the brand. For a successful brand, consumers' "comments" and "sharing" on its consumption experience can be a good brand endorsement, and it can also be a UGC for its brand building. According to Adobe 20 12 and 10' s report "the status of online advertising", when asked about the reaction after seeing friends like a product on social media, 29% of the respondents said they would check the product, 14% would visit official website, 5% would praise the product and 2% would praise it.

E-commerce, after better combination with social marketing, has become more and more like a closed-loop platform for consumer insight, brand awareness, marketing interaction and effect evaluation. With the update iteration of social media, how to make better use of its characteristics for marketing is a question that will always be answered with surprises.