User:Bsxz4/sandbox
Arc'teryx
Digital Marketing
Arc’teryx on Google+
Arc'teryx has more than 175,000 followers on Google+ and it is one of the most popular outdoor brands.
Arc'teryx's main digital marketing effects focus on exciting video content about their equipment by outdoor athletes in harsh conditions and remote areas. After the video was completed, Arc'teryx posted the videos on YouTube and made a web link on the Google+ profile page. Visitors from Google+ can click the link to convert the Arc'teryx profile page to a video page. At the same time, comments posted on Google+ will also go to the video page, everyone can see the comments on Google+ and YouTube about equipment together.
Many followers have learned more about Arc'teryx's equipment and promoted their desire to buy by watching video links and reviews from Google+.[1]
JD.com
Digital Marketing
Jingteng Plan
In 2015, JD.com and Tencent announced the launch of the “Jingteng Plan”, which will provide merchants with a complete solution to establish a brand and promote marketing effectiveness by linking JD.com consumption data with Tencent social data.[2]
The operating model of the "Jingteng Plan" includes:
Accurate portraits. Based on Tencent’s huge social behavior data and JD’s huge shopping behavior data, the “Jingtan Plan” provides brand owners with more accurate target consumer groups and diverse marketing channels, helping brand merchants achieve more effective and accurate marketing.
Multidimensional scene. Based on the rich scenes of Tencent's social platforms and Jingdong's huge e-commerce sales platform, it effectively precipitates fan users and stimulates purchases in multidimensional scenarios in social media.
Quality experience. JD.com has always been committed to providing the best online shopping user experience and achieving better customer satisfaction with its brand connotation of "authentic low price and quality assurance" and the core concept of "customer first".[3]
The "Jingteng Plan" has made significant progress in the following three major areas:
First, the fusion of massive data. Jingdong itself has nearly 170 million e-commerce users, and Tencent has the largest WeChat and mobile QQ users in China. It is a challenging project to integrate consumer behavior data and social data.
Second, the consumer behavior data and social data docking. The combination of the two will help solve the three core issues that brand manufacturers generally focus their attention on on marketing: precision crowd orientation, multi-dimensional user insight, and performance measurement analysis, which will bring practical solutions to digital marketing.
Third, the "Jingteng Plan" integrates three-dimensional marketing solutions for shopping and social data. “The precise orientation, closed-loop experience, user portraits, personalized creativity, unity of product and effect, and scientific measure of effectiveness” are the six major aspects of the “Jingteng Project”.[4]
JD.com 618
June 18th each year is Anniversary. In whole June, JD.com will launch a series of large-scale promotions to celebrate the anniversary, of which June 18th is the day with the most promotion.
In 2015, the activity of “Jingdong 618” put the hand-painted “One-hundred-man Long Views” on the line, and promptly in launching the “All-people-seeking 618” interactive game. The rule of the game is that, as long as the specified number of digits “618” is found in the long map within a specified time, it can challenge success and get more discount on online shopping. This game brings deep experience to consumers and also attracts more consumers to shopping online through “618” celebration.
- ^ Lewis, Adam. "Six Active Lifestyle Brands Doing Social Media Right". Foghornlabs. Adam Lewis. Retrieved 15 March 2018.
- ^ "京东是怎么玩数字营销的？". 网易财经. 黎冲森. Retrieved 15 March 2018.
- ^ "腾讯京东发布京腾计划 强强资源打造"品商"平台". 腾讯科技. Shanyun Liu. Retrieved 15 March 2018.
- ^ "大数据助力京东开启数字营销3.0时代". 搜狐科技. Retrieved 15 March 2018.