With the rapid development of the Internet, digital marketing in China has gone through a stage from embryonic to vigorous. According to relevant information, the prototype of content e-commerce first appeared in 2012, and the platform introduced new models such as social networking, live broadcast e-commerce, sharing economy, and private domain transactions through continuous innovation. In this new era of "content + live broadcast + e-commerce" e-commerce industry chain, the product core and publicity methods of live broadcast e-commerce are quite different from traditional e-commerce. As a to"Content + live broadcast + e-commerce".As the core live broadcast e-commerce model, live broadcast e-commerce can be used as a three-dimensional display method of "flat products" in traditional e-commerce platforms to make up for the lack of online experience. In the new social ** platform, its gameplay presents a new ecological appearance with "interest" as the core. There are three main ways in live e-commerce marketing, including "influencer" anchors, "shelf" anchors, and merchant self-broadcasting. The influential anchors of a series of live broadcast platforms such as Li Jiaqi and Crazy Brother Yang rely on the model of live broadcast marketing to sell the brand's products, so as to achieve the marketing effect of the anchor's personal and brand products.
From the perspective of the classification of platform anchors such as Douyin and Kuaishou, influential anchors are suitable for improving the conversion rate of private domains with their high influence and ability to deeply link usersThrough professional display and promotional language that is more in line with the public, the shelf anchor gathers users in the vertical field and improves the sales conversion rateThrough an in-depth understanding of their own products, merchants can provide more detailed and accurate product introductions and answers, reduce marketing costs, improve brand awareness and loyalty, and expand the scope of brands and products to increase sales.
Different e-commerce marketing methods can be selected and combined according to the brand's own characteristics to achieve better marketing results. For example, for some brands that need to increase brand awareness and loyalty, you can choose influencers for live marketing;For some brands that need to improve sales conversion rates, you can choose shelf anchors for live marketing;Bring users together and increase sales conversions. Finally, live marketing can also be carried out through merchant self-broadcasting, providing more detailed and accurate product introductions and answers, reducing marketing costs and improving brand awareness and loyalty.
In addition to the e-commerce marketing methods mentioned above, there are some other methods that can also be applied to live streaming e-commerce. For example, it can be promoted through social platformsIt can be publicized and promoted through the short ** platform;It can be publicized and promoted through KOLs or influencers, and so on. These can all help brands increase awareness, conversions, and sales. At the same time, it can also allow consumers to better understand the brand and products, and improve consumers' purchase willingness and loyalty.
In this digital age, live streaming marketing has become an important marketing tool. It provides consumers with a whole new shopping experience by combining content, live streaming, and e-commerce. Consumers can see the real display of the product in the live broadcast, and understand the details and usage of the product through the anchor's explanation and demonstration. This interactive shopping experience allows consumers to learn more about the product, while also adding the most significant and influence to the brand.
In the future, with the continuous development and innovation of technology, we have reason to believe that live streaming marketing will continue to grow and develop. In this process, enterprises need to constantly explore and try new marketing strategies and methods to adapt to changes in the market and consumer needs. Only in this way can we stand out in the fierce market competition and achieve greater success.