With the rapid development of the Internet, the e-commerce industry is also constantly changing and innovating. As a traditional monetization model, advertising e-commerce has achieved remarkable success in the past few years.
However, with the changes in the market environment and the upgrading of consumer demand, the limitations of advertising e-commerce have gradually emerged. In order to cope with this challenge, task e-commerce came into being, which has become an upgraded version of advertising e-commerce.
1. Limitations of advertising e-commerce
As a traditional monetization model, advertising e-commerce mainly obtains revenue through display advertising. However, with the intensification of market competition and the upgrading of consumer demand, the limitations of advertising e-commerce have gradually emerged.
First of all,The monetization efficiency of advertising e-commerce is low。Display advertising requires a certain amount of time and space, and it is not possible to quickly monetize consumers' consumption behavior.
Secondly,It is difficult for advertising content to meet the personalized needs of consumers。The platform usually displays advertising content according to the wishes of third-party advertisers, which is difficult to meet the personalized needs of consumers.
Finally,The control mechanism of advertising e-commerce is not flexible enough。Once the product or service provided by the advertiser does not meet the needs of consumers, it is difficult for the platform to make effective adjustments and optimizations.
Second, the advantages of task e-commerce
Compared with advertising e-commerce, task e-commerce is more flexible and changeable, and can better meet the needs of consumers and the operational needs of the platform.
First of all,Task e-commerce can quickly monetize consumers' consumption behavior。By setting up different task reward intervals, the platform can encourage consumers to release points and earn rewards by completing tasks after purchasing products.
Secondly,Task e-commerce can meet the individual needs of consumers。The platform can customize the task reward content according to the consumer's purchase behavior and preferences to improve consumer engagement and satisfaction.
Finally,The control mechanism of task e-commerce is more flexible。The platform can adjust the content of task rewards and the number of points released according to the turnover and product inventory of the day, so as to achieve more refined operation management.
3. How task e-commerce works
The operation mode of task e-commerce mainly includes the following aspects:
Set the mission reward range。The platform side sets different task reward intervals according to different consumption behaviors and product types. For example, if you spend 100 yuan or more, you can get a 2 yuan reward, and if you spend 200 yuan, you can get a 10 yuan reward, etc.
Customize the content of mission rewards。The platform can customize the content of task rewards according to consumers' purchase behaviors and preferences. For example, third-party advertising, browsing merchant pages, browsing products, etc.
Control mechanism。The platform can adjust the content of the task reward and the number of points released according to the turnover and product inventory of the day. For example, if the turnover of the day is too large, you can reduce the task reward interval and reduce the number of points releasedWhen the product inventory is insufficient on the day, you can increase the task reward interval and increase the number of points released.
Consumer Engagement Process。Consumers earn task points after purchasing a product, and then they can choose the corresponding task reward content according to their preferences. After completing the mission, you can release points into change and earn rewards.
Operation and management of the platform side。The platform can adjust the content of task rewards and the number of points released according to consumers' participation and feedback, so as to achieve more refined operation and management.
Fourth, summary. As an upgraded version of advertising e-commerce, task e-commerce has more advantages and innovations. Through flexible task combinations and point rewards, task e-commerce can better meet the needs of consumers and the operational needs of the platform.
At the same time, through the flexible use of the control mechanism, the platform can achieve more refined operation management. In the future, with the continuous change of consumer demand and the intensification of market competition, task e-commerce is expected to become one of the mainstream monetization models in the e-commerce industry.