How does the e-commerce marketing model break the traditional marketing?

First of all, what is e-commerce marketing? E-commerce marketing mainly refers to network marketing, specifically refers to Taobao, Tmall, JD.COM, WeChat Mall and other e-commerce marketing. The e-commerce platform represented by Taobao has established an e-commerce operation mode of centralized traffic search, and the micro-store class represented by Micro Mall has established a WeChat business operation mode of decentralized traffic search. What you said about how to break the traditional marketing model of e-commerce is actually how to break the inherent marketing model of traditional e-commerce and non-traditional WeChat business. As more physical stores move online, the advertising space of traditional e-commerce resources represented by Taobao continues to rise, which leads the winners to take all the profits and only a small part, which also makes more traditional businesses flock to test water e-commerce with suspicion.

The main marketing methods of e-commerce are: through train, drilling exhibition, Alibaba mother platform drainage, cost-effective and other marketing activities. These marketing activities belong to more traditional marketing methods. However, Alibaba also recognizes the limitations of this method. If Alibaba wants to realize the sustained and rapid development of e-commerce, it needs to solve the bottleneck that hinders Alibaba's development at present, that is, to solve the situation that only a few businesses are profitable. So this year, Ma Yun put forward the concept of new retail, which is a more pragmatic idea.

In terms of how to break the traditional marketing, Alibaba is also making a new layout and has achieved good results. Specifically, the marketing model relying solely on search and commercial activities has been transformed into a marketing model with search guidance, content marketing and live broadcast as the three development engines, especially the latter two have achieved good results in this year's Double Eleven. Content marketing and live broadcast are relatively new marketing models. Content marketing is mainly a new attempt of Taobao's marketing through Taobao Daren, such as Taobao headlines, good goods, Taobao list, love shopping, Tmall International and so on. These are all guided by experts' shopping experience and professional knowledge. In addition, Taobao live broadcast is recommended by Taobao live broadcast experts. People from all walks of life rely on their professional knowledge and experience in buying good goods to endorse brands, thus realizing the sales of brand goods.

? The traditional marketing methods of WeChat business include: WeChat official account sucking powder, forwarding friends circle, mass sending friends circle, WeChat group drainage, spike, group purchase and so on. Among them, WeChat official account mass marketing is the most common traditional marketing method. However, forwarding friends and sending friends in groups have aroused many people's resentment. In particular, the over-marketing of the mask party and the underwear party has made some people directly use WeChat. The craze of WeChat has ebbed with users' habits, and its bonus period has passed. Most people are already numb to adding the official account of WeChat.

Both traditional e-commerce and traditional Wechat business have encountered a traffic bottleneck problem, so a new idea to break the traditional marketing has emerged, that is, omni-channel marketing, including search drainage, shopping guide drainage, online advertising drainage, TV drainage, self-media drainage and other drainage methods, effectively expanding marketing channels and methods.

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