Transform Marketing - How Brands Can Leverage the Alibaba Platform - Chris Tung.key

32 Pages·2017·16.22 MB·English

Transform Marketing - How Brands Can Leverage the Alibaba Platform
Chris Tung, CMO
3 2 1
Top overseas travel destination for Sneaker purchases by male consumers who follow Number of to-be moms
Chinese pet owners? idol dramas in Tier 4 to Tier 5 cities in the coming 3 months
CORE COMMERCE
DIGITAL MEDIA & ENTERTAINMENT
500MM+
PAYMENT & FINANCIAL SERVICES
Active consumers * *
LOCAL SERVICES
LOGISTICS
* * *
Affiliated entities / businesses
*
Complete
Real-time
Uni Identity
Volume
Great Challenges for CMOs
Challenge
Targeting & Re-targeting
50% of advertising dollars are wasted
，
can we do better?
Challenge
Relevancy & Continuity
How do we engage our consumers
with the right message at the right time?
Challenge
Return on Investment
How do we measure effectiveness of
brand building efforts?
What If
We have
A marketing system to address the key challenges via Uni Identity