Alibaba's Single Day : the digital marketing view ?
We guess you all know the company Ali Baba…the famous Chinese online retailer, one of the biggest in the world. But do you know what is the Ali Baba Single’s day ?
The single day in China is, as it is so-called, the day to celebrate the people who do not have any boyfriends or girlfriends. Here, AliBaba took the opportunity of this celebration to create a huge marketing event around this topic to provide strong discounts on lots of products presents on its online shop. To give you an idea : the revenues of the single day in 2015 were around 14,3 billion dollars…in 24 hours only !
Of course, the gain is for AliBaba because it generates an enormous amount of money, and it promotes the company to a worldwide recognition. Also for AliBaba, this day is a real marketing product for the company to spread its image of huge retailer.
But even if brands play the game of the war prices, how can they differentiate if the price is the only angle of attack ?
Well this is the question some marketing departments of some companies asked to themselves : Asos, Xiaomi (Chinese smartphone maker) and Zalora (online fashion retailler).
Strategy of Mobile Marketing
It developed a sharable emoji for WeChat application.
WeChat is like the Whatsapp of China, and there no less than 600 million users in the world, so the impact can be huge.
In this case, Asos clearly uses a strategy of content marketing to aware people. Indeed, the emojis will make users friendly with the brand because it is something funny. Moreover, it is easy-to-share, so the speed of information can target a huge amount of people. The difference here is that this Single Day is very expected and it is only a 24 hours deadline, so as soon as a brand starts marketing operations, people are more eager to play the game.
Strategy of social networking
It created a community outside with deadlines and cash coupons to win. It went outside China to be on Facebook and Twitter.
Here is a great opportunity for Xiaomi because it will be able to go outside Chinese borders thanks to Internet, and then target almost the entire world. What is interesting also is that people might not be lurkers anymore (like 90% of the people usually). But thanks to this kind of event, users can change in becoming very active on social medias.
Then, Xiaomi will bet too in the voices of great influencers on each social network : that is to say people with lots of followers will target lots of people, and the brand will get known.
Strategy of Viral Marketing
It offered vouchers for the first 1000 people sending the message on WeChat : I LOVE ZALORA.
In this case, Zalora puts in practice a process so-called mobile couponing. Words are self-explanatory, it is like a privilege to a discount. This creates much more a speed effect, which is emphasised by the deadline of 24 hours, and consequently getting the brand affinity higher.
In addition, the few words I LOVE ZALORA are also part of the viral marketing, as it is very short and easy to remind, and it utilizes existing communication networks. Of course the spread is without efforts and increase the number of people very fast until 1000 thousands in quite a short time. Obvioulsy, people who will play the game will share the same motivation.
To put in a nutshell, here are great ideas for digital marketing as the users’ activities on mobile devices increase more and more every year. Such an event like the Alibaba's Single Day has to communicate not only offline, but of course by a digital way thanks to social medias, and through different ways to attract people. And brands will gain from all this viral communication.
But, there are of course lots other ways to develop a brand appealipng…
Sources : Alibaba Single's Day
By Gaetan Lusven & David Delpoio
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