Every time there is a big promotion, the marketing battle is more intense than everyone imagined, and the merchants and the platform have set off a boundless national carnival from inside the station to outside the station, from online to offline, with innovative marketing methods and strong linkage and integration capabilities. For example, this year's New Year's Festival, as of January 24, there are 150 cooperative brands in the festival, reaching **219400 million, 2.18 million advertising spaces, in exchange for 6.3 billion publications, brilliant results, Tmall exchange volume (Tianhe Plan) also has many years of experience, and the scale of users is increasing year by year. Which one is more worthy of the choice of brand merchants, the Tmall Tianhe plan or the Douyin Festival Alliance plan?
Example of back-to-image - advertising in offline stores of the European brand.
Tmall Tianhe Plan is a Tmall brand joint marketing plan, which is shown on the brand advertising screen as a joint product between the merchant brand and the Tmall brand**, and Tmall will give it a corresponding proportion of the value of Tmall non-selling resources** traffic according to the value of its advertising resources. The Jiemeng plan is a brand joint promotion plan of Douyin**, and the brand can redeem resources on Douyin by adding visual elements to its own advertising, such as opening the screen, product specialization, and Qianchuan elimination red envelopes, etc., to exchange resources for resources.
From the basic information, it can be compared that Tmall can redeem non-selling resource slots, not high-quality resources, and the resources of the festival plan need to be paid for on a daily basis, and the efficiency is of course higher. The resource efficiency of the festival alliance plan is taken as an example, with an average click rate of 3% and a product of about 10%, and the red envelopes can be deducted 1:1 with cash; The click-through rate of Tianhe plan pit resources is 02%-0.3%, the drainage efficiency is low.
Example of return to the picture - Qiaqia brand elevator advertising.
With the same amount of resources invested by the brand, the value of the Alliance Plan** is 125 times, the drainage value is 12 of the SkyTeam plan5 times. At the same time, after exchanging the Jiemeng currency for Qianchuan consumption red envelopes, you can directly recharge it to the brand &** business Qianchuan account for use. It can be seen that whether it is the level of resources or the corresponding resource efficiency, the alliance plan is more beneficial to brand merchants.
The resources obtained through the event are more high-quality, and their own efforts can be more accurate, which is the motivation for brands to participate in the event. Choosing Tmall to exchange volume is still an efficient festival plan, I believe that brand merchants naturally know it.