Cracking the Chinese market has just become easier thanks to new marketing tools revealed today at Lions Innovation, part of the annual Cannes Lions festival, by global e-commerce giant Alibaba Group. Live data from the world’s biggest consumer class – Chinese consumers — can now be analysed in detail by businesses through Alibaba’s Uni Marketing system. The information can be used to not only learn about customers, but segment them, enabling more relevant and continuous consumer connection and engagement.
- Brand Databank: underpinning the entire framework, it turns consumer data into actionable insights by aggregating the information, analysing it and making it accessible to brands. It is also fully integrated with the rest of the Uni Marketing applications.
- Uni Strategy: enables brands to effectively segment consumers across a myriad of touchpoints and through various channels to provide a complete picture of consumer behavior
- Uni Communication: a media planning and ad-serving tool which takes information from across leading online Chinese media and feeds it back into the databank, allowing media agencies to support brands and improve marketing capabilities
- Uni Operation: brands can create and deliver personalised content and manage consumer relationships effectively across a range of touchpoints
Uni Marketing will transform the way businesses do marketing and help to address critical challenges around customer targeting, relevant communication and return on investment. Brand relationships will change, with consumers becoming more aware and more interested, which will transform into purchase and ultimately, loyalty.