redefining digital marketing in china · social media video taobao/tmall 31% uc / shenma 34% sina...
TRANSCRIPT
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Redefining Digital Marketing in China
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In the US… …In China
Somewhat effective
Effective
Very Effective
Moon stages are illustrative of their influence and are not reflective of their financials
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Portal and videoEcommerce
Social mediaMobile news feed and search
Media Ecosystem Powered by
Alibaba Big Data
Our media ecosystem consists of China’s most popular digital media outlets
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Everyday, consumers spend quality time engaging with our media
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Our media ecosystem covers the vast majority of Chinese internet users
Ecommerce
60%
Info & Search
VideoSocial Media
Taobao/Tmall
31%UC / Shenma
34%Sina Weibo
80%Youku Tudou
1. Chinese internet users data source: CNNIC report as of December 2015 2. Taobao/Tmall – Annual acAve buyers December 2015 per company filing 3. Weibo – Monthly acAve users December 2015 per Weibo filing 4. Youku Todou – per Youku Tudou esAmate 5. UC Headline penetraAon data is according to iiMedia Research
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Location & Logistics
Interest
Social
Ecommerce
Our vast repository of big data…
Search
Payment & Credit
Unified ID
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Volume Multi-ScreenVariety Value500 million+ real demographic info 500 million+ Cross-device ID 8000+ purchase intentions and
location-based attributesTop 500 media partners
… is of unparalleled volume and quality
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Data application case studyUsing machine learning to help a popular snacks brand look for users who are more likely to be interested in their products
Users liking similar brands
Users associating with similar
brand category
Users with similar attributes as current customers
Users buying similar items
Greatly improves effectiveness:
• Expand audience size by 90% • Increase click-thru-rates by 120% • Increase ROI by 135%
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FY2014 FY2015 FY2016 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
FY2014 FY2015 FY2016
+19%
+13%+25%
Ever-growing client base and spending
Active marketer base Spending per marketer
Over 1 million clients to date
+11%
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Our Marketing Solutions
User B
ehavior Cycle
STIMULATE PURCHASE DESIRE
SALES
BROADCASTING
BRANDING
SHARING
EVENT PROMOTION
BRAND AWARENESS
Share to Earn P4P
Smart Diamond
Taobaoke
Event Promotion Store Promotion
Screen Takeover
Spotlight Store Super Brand Day
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P4P paid search:
Let buyers find you easilyAllows sellers to bid for keywords, charging the sellers only when consumers click on their ads.
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Smart Diamond (display marketing): Let consumers know who you areFixed price or CPM Real-time-bidding, suitable for brand awareness campaigns
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Share to Earn:
Help users monetize social traffic on mobileAllows users to earn money when they share a store to their social circle using their Taobao app
Share Store In process Finish Mission Earn Money
Before Shopping
Reviews
After Shopping
Before Shopping
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Spotlight Store / Brand Zone:
Draw millions of eyeballsPrime location for brand exposure with innovative display format including text, picture and video, to enhance brand awareness and improve customer experience
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Super Brand Day:
Spreading big brand news
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Splash screen interstitialGrab the attention of users from the get-go
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Search and newsfeed marketingProvide information relevant to the intent of the users
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Social media platform Weitao
For merchants to engage and interact with consumers
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Thank You