In 2016, the first year of VR, this was a year in which VR was rapidly developing in China, while the VR commercials of my VR male (female) friend" series won the 2016 Golden Coordinated Mobile Marketing Award, which is the affirmation of VR marketing. An expectation for the future development of VR.
The "2009 Return" 2016 Big Data • Mobile Marketing Festival and the 3rd Golden Bit Award & Golden Coordinate Awards Ceremony sponsored by the "Advertisers" magazine and the Product Micro Club opened in Beijing. In the 520 period of this year, Taobao teamed up with China's top VR content production company Lan Ting Digital to launch the “My VR Male (Family) Friend†series of VR advertising microfilms, winning with outstanding creative ability, technical ability and far-reaching industry influence. Best Brand Marketing Case Award.
The case award is the heavy hit of the Golden Coordinates Award over the years. It evaluates the value of the case from four aspects of strategy, creativity, execution, and effect. The case that can win this award is often combined with various types of mobile internet media through superior marketing strategies and ideas. Make the brand get a lot of impressions and clicks, which will deepen the brand image into the excellent case of the user. The VR commercial “My VR Men (Family) Friend†series was able to win this case award. This is also a public relations marketing community, a recognition and support for VR advertising, VR marketing.
In recent years, Taobao has not only continued to maintain its explosive growth for a long time, but also has made coups in the field of big data and mobile marketing. Here are the marketing methods used by Taobao in recent years:
Means I: The popular star is unstoppable
Among the large user base of Taobao, young people aged 18-25 occupy a large proportion. For young people (especially young women Taobao more biased) love entertainment star-chasing, shopping more sensitive to impulsive and other features, Taobao repeatedly invited the current hot idol star as a brand spokesperson. Caused a wave of stocks to spread.
The excellent temperament of the star itself is also the shaping of the brand image, eliciting consumers' associations, making them feel emotional about the brand and starting to pursue it. After years of development, Taobao has already become a mature and stable representative of major e-commerce companies. The popularity of idol stars for entertainment marketing is conducive to Taobao brand to obtain higher consumer favorability and further self-breakthrough.
Means II: Creating Hot Festivals
In 2009, Taobao chose to hold a large-scale discount promotion activity on November 11 for the first time. Its sales exceeded expectations, and it became the largest shopping festival in the country and even in the world with an unprecedented growth trend in the following years. In 2015, only the Tmall's trading volume on the “Double 11†day had reached RMB 91.217 billion. This is an insurmountable number, and the 2016 “Double 11†is also coming to us.
Following the "Double 11", Taobao also successively launched many festivals such as "Double Twelve", "3. 8 Mobile Taobao Life Festival", "Taobao Creation Festival", etc., which promoted online sales through hotspots of festivals and triggered an upsurge of communication; At the same time, it also creates a fixed impression in the minds of consumers like traditional festivals. It creates brand-new social and cultural behaviors for “shopping on the Internet†and induces consumers to form holiday shopping habits.
Means three: Effective use of innovative technologies
In 2016, known as the "VR first year," the Taobao won the "Golden Coordinates" best brand marketing case awards VR commercial "My VR men (female) Friends" is through this VR boom, Combining the digital cutting-edge VR technology of Lanting, it has innovatively launched the first domestic first-person interactive story VR micro-movie, and launched the movie on the mobile Taobao homepage, combining VR with mobile marketing, and ultimately achieving a marketing effect that exceeds expectations.
On the 520th day, the "My VR Boyfriend" series of VR commercials has seen more than 10,000,000 videos on major video sites. Within a week after 520, the sales volume of advertisers' Rejoice products has reached 3% of the same month last year. Times.
"My VR male (female) friend" is not only the first virtual reality shopping experience in China, but also the first time in China to add online shopping function in VR content, which echoes the "buy+" plan that Alibaba is pushing, and it is not yet fully popularized in VR. Now, it has attracted people's attention to a great extent.
Through these marketing methods, we can see that Taobao has continued to explore in the field of big data and mobile marketing, not only to promote its own sales growth, but also to create a more three-dimensional rich Taobao brand culture. Taobao has gradually become a benchmark for big data and mobile marketing in the industry.
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