Whether Taobao Direct Train Or Live Promotion Can Not Solve The Sales Volume Of Your Store.

A few days ago, the promotion list of Taobao / Tmall Express has quietly launched the "live promotion" function. Merchants can choose the live room, add the commodity baby in the background, and set up live promotion time and promotion plan.

It is understood that the through train has been launched since last week, which has been used by the first batch of merchants from the Taobao system. The second batch expansion is expected to start in late March. At present, it does not support active registration. In addition, through-train also carried out the short video promotion of the internal measurement, that is, search results page through the car's advertising position of text and text into short video automatic play.

　　 The search room can also put search advertisements.

Taobao has provided two kinds of solutions to live promotion for businesses: one is "draining in live broadcast", the other is "live broadcast as a video Landing Page". The two promotion schemes are displayed on the search results page of the consumers, and the advertisement presentation forms correspond to live broadcast tags "live broadcast" or "live broadcast". (under the heading, the word "advertisement" will be displayed in two words, which is different from non advertising bits).

The marketing value of "live direct drainage" lies in draining the live broadcast rooms, increasing the flow of live rooms and the accumulation of fans in live broadcasting. The billion link power test found that the extension link of the promotion scheme can be divided into four steps: user search - click on ads on the search results page (through train advertising items) - users see the live broadcast video live (live broadcast live broadcast of live products): users choose to enter the studio or click on the details page of the single product. See and buy.

(Note: there is no difference between the advertised position and the non advertising bit jump step).

"Live broadcast as a video Landing Page" refers to the promotion of the live video clip as a new short video Landing Page (that is to say, click on the commodity link of the advertised location will appear live broadcast on the merchandise live broadcast), display the selling point of the product in the form of multidimensional live broadcast, increase the transformation, and the trajectory of consumer behavior will become: user search -- click on the search results page. Advertisement -- users see the merchandise playback video in the Live Room - users click to enter the single product details page to view and purchase.

Generally speaking, the effect of the two promotion methods is consistent. That is to say, using the form of short video Landing Page beyond graphics and text, dynamically explain the selling points of products, deepen users' interest and interest in products and products, and enhance the efficiency of live broadcast. At the same time, this also extends the life cycle of the live broadcast, and puts the live video interpretation playback segments as the advertising landing page, and improves the value of live broadcast after maximizing the interpretation reuse rate of the live broadcast rooms.

In addition, in order to ensure the timeliness and effectiveness of live broadcast playback, Taobao live backstage supports new points of view in the same live broadcast area, but it can not span the live broadcast. For example, the same commodity was mentioned yesterday in live broadcast, and today is also in the live room, so today's marked explanation of the product can cover yesterday's explanation. Note: the point of view (Mark explanation) is a anchorage in the system recorded by the anchor when introducing a baby in the live broadcast. It can be understood as a video clip surrounding a single product. ]

In the view of a senior marketer, live promotion is a new form of search advertising, but it can still be understood as "promotion of standard promotion in live rooms". It can be understood from the background operation that only the baby that is popularized in the through-train standard plan can be added to the live promotion. In the effective period of the live broadcast promotion, the live broadcast word bag, the live crowd premium, and the key words, word bags and selected crowds in the original standard promotion will all come into operation for the direct broadcast room of the business.

　　 Public domain traffic acquisition scheme for live broadcasting in stores

As far as the promotion plan of the two broadcast rooms is concerned, the most valuable point of attracting businessmen is also the acquisition of "public domain traffic". Generally speaking, the live room of ordinary shops (except the red shop) focuses on the operation and maintenance of private domain traffic, and the acquisition of public domain traffic is difficult. While Taobao's search traffic is generated in public domain pools, natural broadcast promotion can be understood as a public domain traffic acquisition scheme.

A certain direct seeding service provider told the billion state power that there are different ways of operation for the two promotion schemes:

I. drainage in live broadcast. We can select new customers based on the standard plan, and raise the live premium, live preference crowd premium, live broadcast word bag bid, precise delivery, seize the new customers who like to see live, increase the brand awareness into interest and purchase, and finally consider the cost output by adding purchase numbers, guiding new customers, guiding attention fans / increasing rate and UV value. Problem.

To put it simply, a businessman should spend more money on promotion if he likes to see live, have seen products in the store, and so on.

Two, "after the end of live broadcast." The logic of specific delivery can follow the principle of "pulling the new with the main push, using the new products and maintaining the old" principle. At the same time, we need to test the specific individual products in advance, and verify the value of the short video of different shops as the landing page. According to the crowd stratification (potential customers, new customers, old customers), touches and guides the transformation with different contents and content forms and different commodities. The index can be referenced to click rate, ROI, PPC, guide new customers and guide fans.

With a snack merchant's popular saying, "there are different kinds of commodities in every category, such as the main push, the new model, the old money and so on. What kind of promotion method is suitable for each commodity? What kind of people should be targeted for each commodity? What kind of content should be displayed?"

From the operational level, the promotion scope of "live broadcast drainage" corresponds to the promotion of merchants, which is "live promotion". "Live broadcast as a video Landing Page" corresponds to "live promotion is always put in." The former is better understood, while the latter refers to the effective range of the promotion, including the live broadcast interval and the end of the live broadcast. In addition, it should be noted that the two kinds of promotion need to be viewed in the background of Taobao's live broadcast as a single commodity mark, and the live broadcast playback slicing is generated.

To take a higher view, the promotion of a separate studio is more like a "single fight". For example, a senior Taobao operation expert said to the power of billion state that the traffic generated by live promotion is all on the search results page, but the ranking factor of search results page is more than one. Therefore, "ordinary direct train can not do it, you can't do it directly."

Therefore, businesses need to realize that the promotion of live broadcasting will not be effective. After optimizing the links of search heat, transaction orders and key words, we can promote the formation of joint efforts with the direct seeding room to help the store get live public traffic.

This needs to be understood from the direct link live promotion of the first half link of the transaction. Consumers can get a certain amount of traffic through the search keywords and drain to the live broadcast room. The key is whether consumers will search for the keywords they want. After the consumer search keywords, whether the corresponding merchandise in the merchant's shop is displayed on the result page? Is the product displayed in the store the product that consumers want to search? Is the location displayed before?

Abstractly, the premise of the transformation of public domain traffic is that the traffic volume obtained by merchants is large enough and accurate enough (matching degree between traffic and goods). This involves the fact that apart from the promotion of other marketing tools, there is not much to do here.

In addition to the strategy of putting into practice, at the content level, the needs of consumers in search pages are very clear, or even just needed. In response to these needs, "the focus of business promotion will no longer be the stimulation of demand by marketing means, but rather the full display of product characteristics and selling points." A Taobao store operator said.

Another clothing brand who has been promoting the short video through train in the internal survey also said, "the click rate of the search results page, short video and live broadcast will be slightly higher than ordinary picture and text, but the quality of the video itself is also more valued."

That is to say, traffic can be bought, but not transformed. From high click to high conversion, it is not necessarily causal. The premise of high transformation is that the product is good enough, and the content output on the basis of the product is good enough.

Platform to promote live shop

In the view of a senior marketer, "live promotion can be regarded as a special function, which is equivalent to repairing or patching a color on the original frame, not a basic revision function."

Many businessmen have said to the billion state power, "super recommendation has already supported the display of live rooms and short videos, and this direct train support for promotion is also expected."

The promotion of direct train support for live broadcasting can be seen as a new scenario and new solution for Taobao's live streaming service, which is also consistent with Zhao Yuanyuan's previous presupposition and planning for Taobao's live broadcast: "platforms are disgusting to oligarchs (super head red men), oligarchs will form a two tier market" and "Taobao live is supported by shops".

Last year, Taobao's live broadcast was already planning for the live broadcast of the business. At the end of the flow, Taobao's home page was revised to increase its live access; at the end of the content, it recruited the official broadcasting service providers and Taobao university professional auditorium; on the platform policy side, the list was launched outside the weekly red people live broadcast, with the addition of Tmall merchants / fairs merchants to live with the goods list. The policy of supporting the flow of broadcasting has even included the length and length of the business launch into the threshold conditions for participating in the marketing activities of the platform.

From the information released by Taobao's live broadcast, the focus of Taobao's live broadcast this year is "live shop", and will soon be broadcast into the store standard configuration of every Taobao / Tmall business.

Most voices are optimistic about this, but some people have expressed different views. "Live broadcast promotion is more diversified than just one thing, but it needs to be taken seriously that consumers' search links become longer, which is prone to more traffic jumps, which may be a result of video loading causing jumps, and there may be many situations in which live experience is not good.