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live broadcast of south hodoyuan idf: gather online traffic and promote brand marketing



[it's never too late to start]
"live broadcasting" has been popular since 2014. at first, there were few people live, but there was a lot of traffic. basically, it was easy to increase the fans. in 2018, the bonus period of internet traffic has actually passed, and it is becoming more and more difficult to obtain traffic.
the transformation of traditional cpc keeps declining, and the cost of traffic acquisition is becoming higher and higher. at this time, the traffic has slowly transitioned from breadth to accuracy and depth. in this market environment, our idf online marketing team sized up the situation and began to do taobao live broadcast.
"no content, no e-commerce". as long as we grasp the accuracy and depth, do a good job in content marketing, operate fans, and optimize marketing strategies, we believe we will achieve the expected results.
in the new wave of china's economy, there are a wide range of commodities, but there are no products with temperature, stories and hitting the hearts of the people. to resonate with users and make them willing to pay for products, what we need to do is to improve product quality and pass on the brand image full of "temperature" to customers. thus, idf "taobao live broadcast" will follow the trend!
with the help of taobao live broadcast platform, we show the cold pictures and text content to customers in the form of interaction. we hope that through such a marketing tool, we can convey the brand image, spread the brand story, hit the hearts of the people and resonate, so as to realize the flow transformation.
[full participation, everyone is the anchor]
from june 17 to july 22, our idf team conducted 32 live broadcasts of taobao stores, with a total of nearly 50000 online views, nearly 100000 online interactions and nearly 10000 commodity clicks. this is a process from 0 to 1 and from nothing. from no communication at the beginning to fans and attention, more and more people watch the live broadcast and more visitors to the store. watching the continuous growth of the live broadcast number, team members are deeply encouraged. this sense of value is unspeakable.
this live broadcast was attended by all staff from customer service, after-sales, art workers to department heads. it was broadcast in turn according to the schedule. everyone watched each live broadcast carefully, pointed out problems, put forward improvement suggestions and constantly optimized and improved.
taobao anchor is actually a hard work:
before the live broadcast, we need to prepare goods, props, promotion settings, be familiar with selling points, operate taobao fans, etc;
during the live broadcast, we should not only introduce each baby in the live broadcast room, but also answer the questions of each fan as attentively as possible, such as what size baby we want to see, what color we want, what size we should wear, what activities the store has, etc. after a live broadcast, our voice is smoking;
after the live broadcast, we need to sort out the samples in the live broadcast room to make preparations for the next live broadcast.
sometimes, we will encounter some unreasonable fans and release some unfriendly comments. at this time, we need to have certain psychological adjustment ability to face these language violence.
we work during the day and broadcast live at night. although it is hard, we never complain, because we are a team working together and a whole; we regard live broadcasting as our common cause. we are like an entrepreneurial team, regardless of personal gains and losses, just for career success.
[the road ahead is long and far, we are always on the road]
from the perspective of the whole content e-commerce marketing closed loop, the key to success lies in content and community, and the key of content is traffic and interaction. if you want fans to have long-term stickiness, high-quality products and timely interaction are essential key links.
personalized marketing, agile thinking, interactive entertainment and field control ability all require us to constantly learn and improve. at the same time, we also need to constantly figure out the mentality of fans, constantly optimize marketing strategies, and make idf live broadcasting room into a live broadcasting room with high sales and high transformation, as a live broadcasting room with long-term value for raising grass, storing water, promoting the wide spread of brands and promoting the spread of new products!
i believe we can do it.
correspondent: zhang ting

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