618官方作战攻略来了,阿里妈妈发布专属营销大图!
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">点击<span style="color: black;">标题下「</span><span style="color: black;">蓝色<span style="color: black;">微X</span>名</span><span style="color: black;">」,快速关注<span style="color: black;">咱们</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">面对“史上最大规模”的一届天猫618,阿里巴巴旗下的<span style="color: black;">商场</span>数字营销平台阿里妈妈发布618营销作战大图,针对<span style="color: black;">区别</span>节点的营销<span style="color: black;">目的</span>输出<span style="color: black;">处理</span><span style="color: black;">方法</span>,<span style="color: black;">帮忙</span><span style="color: black;">大众</span>把握营销机会。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/wC1LnZgjnLkbuOLjcibsA9alCqFv0UjLxic3eetEW5Q6xWQEgh7hcVx8e2iaibRjzmLVdibsjzsXLPZeluSkiaciaGgKA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">区别</span><span style="color: black;">周期</span><span style="color: black;">目的</span>,阿里妈妈制定了<span style="color: black;">区别</span>营销攻略。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>一:创意<span style="color: black;">精细</span>转化种草人群</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">匹配<span style="color: black;">周期</span>:6.1-6.2开门红</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销<span style="color: black;">处理</span><span style="color: black;">方法</span>:前期,<span style="color: black;">大众</span><span style="color: black;">能够</span><span style="color: black;">经过</span>品牌特秀的直播、短视频、图文等<span style="color: black;">区别</span>创意形式花式种草,拓展人群。来到开门红<span style="color: black;">周期</span>,<span style="color: black;">能够</span><span style="color: black;">经过</span>品牌push和超级风曝的开屏展示<span style="color: black;">精细</span>定向人群,唤醒被种草的消费者。<span style="color: black;">同期</span><span style="color: black;">经过</span>直通车的搜索入口、微淘推广的私域场景等,实现预售人群的转化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">详细</span>拆解如下:</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌push做唤醒</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(示例)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/wC1LnZgjnLns96zUn0kqFIEUyF1Q5114HU3ovus8ypMl1vgDVaEocXP612pF6Tg6ibW6Y8YhTp8wkmAqlFPpGcQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">超级风曝:品牌强势<span style="color: black;">揭发</span>抢占<span style="color: black;">第1</span>眼</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(示例)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/wC1LnZgjnLns96zUn0kqFIEUyF1Q5114OnBX6fDXjMXURyjibicbupib2dhu8FPwnCGCf7yiaJPdoOHc5Ha9XHYWVw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">搜索<span style="color: black;">途径</span>转化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(示例)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/wC1LnZgjnLns96zUn0kqFIEUyF1Q5114vycaiaG4RFRkiciazw9B1Kvapjia1buCQZGrqM0ickvItmiaXeuQMXbXergA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>二:多场景定向拉新,</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">确定性<span style="color: black;">揭发</span>抢占品类心智</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">匹配<span style="color: black;">周期</span>:6.3-6.12品类日/蓄水期</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">营销<span style="color: black;">处理</span><span style="color: black;">方法</span>:</strong>在<span style="color: black;">第1</span>波全域人群的裂变之后进入相应行业的拉新和蓄水。品牌特秀、独秀霸屏,均可实现确定性流量的定量<span style="color: black;">揭发</span>,<span style="color: black;">保证</span>行业人群的定向拉新。<span style="color: black;">另外</span>,信息流营销<span style="color: black;">制品</span>超级推荐和搜索直通车形成组合拳,<span style="color: black;">按照</span><span style="color: black;">区别</span>类目、<span style="color: black;">区别</span>品类爆发的时间点,针对性地进行<span style="color: black;">关联</span>类目人群<span style="color: black;">揭发</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">详细</span>拆解如下:</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌特秀、独秀霸屏确定性流量<span style="color: black;">揭发</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌特秀支持多种内容形态,时下火热的短视频<span style="color: black;">作为</span><span style="color: black;">大众</span>不二之选,更能立体、全面展示商品信息,传递品牌心智,强力带货。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(示例)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/wC1LnZgjnLns96zUn0kqFIEUyF1Q5114X3P4rue3dcnRZeWxvGYibAwUkKNkEW7OAqLhENzIdnjd512J7cAse3Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">超级<span style="color: black;">举荐</span>直播促成交</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对淘内举足轻重的<span style="color: black;">举荐</span>场景,超级<span style="color: black;">举荐</span>在淘内的多个场景下实现了货找人的主动营销,并<span style="color: black;">经过</span>图文、短视频、直播等当下流行的内容方式,与消费者<span style="color: black;">创立</span>实时且<span style="color: black;">精细</span>的沟通。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/wC1LnZgjnLns96zUn0kqFIEUyF1Q51146B5r8phrxm1LXhia1uZYARPsxWSj3MIuRxu97iccibIIXdycyISbHLdjA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对天猫618,超级<span style="color: black;">举荐</span>的<span style="color: black;">制品</span>功能<span style="color: black;">亦</span>在<span style="color: black;">持续</span>升级。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>,超级<span style="color: black;">举荐</span><span style="color: black;">已然</span>上线“活动推广”功能,除了“<span style="color: black;">潜能</span>蓄水”和“大促爆发”两个<span style="color: black;">平常</span>场景外,还新增“权益营销”场景,<span style="color: black;">目的</span>聚焦于已有津贴、优惠券等权益的高价值人群。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一新功能<span style="color: black;">详细</span><span style="color: black;">来讲</span>,<span style="color: black;">指的是</span>商家在超级<span style="color: black;">举荐</span>后台点击创建计划时,<span style="color: black;">能够</span>看到新的“活动推广”场景,与原有的三大场景——商品推广、图文推广、直播推广并列存在,商家<span style="color: black;">能够</span><span style="color: black;">按照</span><span style="color: black;">区别</span>时间节奏<span style="color: black;">选取</span>“<span style="color: black;">潜能</span>蓄水”、“大促爆发”或“权益营销”,<span style="color: black;">就可</span>生成专属于天猫618的信息流营销计划。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而在品类日<span style="color: black;">周期</span>,阿里妈妈<span style="color: black;">意见</span>商家<span style="color: black;">经过</span>超级<span style="color: black;">举荐</span>的直播内容透出,<span style="color: black;">实时互动的内容形式促进完成交易的<span style="color: black;">有效</span>转化。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>三:</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">线上线下联动,加购<span style="color: black;">保藏</span>临门一脚</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">匹配<span style="color: black;">周期</span>:6.13-6.15<span style="color: black;">保藏</span>加购</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">营销<span style="color: black;">处理</span><span style="color: black;">方法</span>:</strong><span style="color: black;">展示营销<span style="color: black;">制品</span>智钻在5月实现升级。在展现形式上首次突破淘宝首焦静态<span style="color: black;">照片</span>形态,以创意元素组件化的形式,创新支持微动效、倒计时、店铺回头客等组件。<span style="color: black;">这般</span>一来,品牌商家有了<span style="color: black;">更加多</span>展示信息增益的可能,可<span style="color: black;">提高</span>创意对消费者的心智传达和沟通效率,<span style="color: black;">同期</span><span style="color: black;">亦</span>能<span style="color: black;">提高</span>转化效果。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">全域星的投放,则让品牌<span style="color: black;">连续</span>渗透<span style="color: black;">目的</span>人群,为最后的爆发维持品牌声量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">阿里妈妈<span style="color: black;">同期</span><span style="color: black;">供给</span>种草、养草、割草的全链路营销<span style="color: black;">制品</span>。<span style="color: black;">针对</span>中小商家<span style="color: black;">来讲</span>,<span style="color: black;">能够</span>在这一<span style="color: black;">周期</span><span style="color: black;">经过</span>超级<span style="color: black;">举荐</span>的的内容推广位置完成跨品类拉新。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">详细</span>拆解如下:</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">智钻微动态/倒计时创意升级</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以倒计时组件为例,升级后的智钻可<span style="color: black;">加强</span>首焦资源在特定刚需型营销场景上的适应力,以时间的稀缺性刺激购物的紧迫性,<span style="color: black;">加强</span>导购效率。而微动效组件的创新则符合了当下消费者<span style="color: black;">针对</span>内容形态的审美<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(<span style="color: black;">实质</span>为gif)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">超级<span style="color: black;">举荐</span>跨品类拉新</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对618活动,超级推荐的活动推广创意结合大促的蓄水和爆发<span style="color: black;">周期</span>,针对活动推广计划自动匹配活动节奏,以<span style="color: black;">区别</span>的创意元素,强化种草和割草的<span style="color: black;">区别</span>心智。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>在蓄水<span style="color: black;">周期</span>,创意主打种草心智,<span style="color: black;">明显</span>种草卖点,诸如属性词、达人<span style="color: black;">举荐</span>等;而在爆发<span style="color: black;">周期</span>,主打割草心智,创意<span style="color: black;">明显</span>抢购热度和权益透出。而<span style="color: black;">经过</span>内容创意的输出,助力商家实现跨品类拉新。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">目的</span>四:搜索场景强势转化达成</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">匹配<span style="color: black;">周期</span>:6.16-6.18狂欢日爆发</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">整体营销<span style="color: black;">处理</span><span style="color: black;">方法</span>:</strong>品牌商家们最<span style="color: black;">熟练</span>的搜索<span style="color: black;">途径</span>营销<span style="color: black;">制品</span>直通车,在这一<span style="color: black;">周期</span>发挥重要<span style="color: black;">功效</span>,前期蓄水、预热<span style="color: black;">这里</span>时强势爆发。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">详细</span>拆解如下:</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品专转化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在搜索场景下,品牌专区<span style="color: black;">制品</span>的大屏<span style="color: black;">照片</span>为消费者打造沉浸式的体感,<span style="color: black;">帮忙</span>品牌和商家<span style="color: black;">有效</span>转化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(示例)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">至于商家如何衡量此次618<span style="color: black;">时期</span>的表现?一次的营销结果<span style="color: black;">怎样</span>助力下一次营销?据<span style="color: black;">认识</span>,在天猫618<span style="color: black;">时期</span>,阿里妈妈旗下数据平台达摩盘支持数据回流,<span style="color: black;">帮忙</span>商家实现再营销。</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">互动<span style="color: black;">专题</span></span>
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