As the most widely used third-party payment platform with the largest number of users in China, Alipay plays an important role in the chain of e-commerce activities. In the past ten years, it has developed rapidly and its business has spread all over the world, continuously affecting people’s lives and consumption patterns, and playing an indispensable role n people’s daily life and even work. Such amazing achievement have made us wonder how Alipay did it. Therefore, this article will take Alipay’s advertising and marketing ideas in recent years as an example to explore the succeed secret of Alipay in China.
What is Alipay advertising?
The Alipay digital promotion platform is a platform that provides merchants with marketing promotion services in the Alipay ecosystem. Merchants can use paid advertisements to conduct marketing and promotion in the Alipay ecosystem.
——Rich traffic and business scenarios
1 billion+ users, tens of millions of precise merchants, and 150+ business scenarios.
——Service mind and high conversion rate
Users open Alipay to obtain services, and Alipay provides a complete foundation for the commercialization of merchants.
——Accurate crowd orientation
Provide a variety of crowd-targeted placement tags, gradually open up seed user circle, lbs capabilities, and support semi-automatic and automated placement.
——Systematic delivery and marketing tool capabilities
Provide combination marketing programs such as coupons, mini programs, and life accounts, real-time multi-dimensional data tracking and effect analysis.
What kind of advertising resources does Alipay advertising have?
1) Search promotion: Search promotion uses Alipay search as the main traffic scene to help customers capture the true intentions of Alipay users on the platform, so that your promotion can be accurately reached when users need it.
Search effect promotion is CPC effect advertisement based on auction terms. Advertisers can conduct small programs, life accounts, information content, and product promotion on Alipay search. At present, the promotion of small programs has been supported, and more target types are gradually being opened.
2) Display promotion: Display promotion aims at promoting stores, mini programs, life accounts, commodity services, etc., to help businesses gain new customers and ultimately serve the conversion of transactions. Based on different marketing goals, display promotion currently supports CPC\CPA two billing methods. Relying on Alipay APP’s global traffic contacts, based on rich user lines and crowd portraits, display and promotion provide merchants with small programs/life account drainage, local to-store contract fulfillment and other effect-based marketing solutions.
3) Brand integrated marketing: Linking Wufu, Double Eleven and other Alipay super event traffic, brand placement are rich and diverse.
The core traffic scenarios for display promotion include the following:
Pan-payment scenarios that focus on user payment lines (such as post-payment recommendation, bus and subway travel scan code result page, offline material code, IoT face recognition payment page, etc.), the main form is Alipay coupon;
Browsing scenes with user immersive browsing experience as the core (such as the information flow of the Ant Manor chick window display), the main style is graphic information flow (including commodity styles, service styles, rights and interests styles, etc.);
Interactive scenes where users participate in scene interactions (such as gaining points, gaining energy) to complete tasks as the core (such as Alipay members completing tasks to earn points, Huabei scenes to complete tasks to earn Huabei gold, top-up payment scenarios to complete tasks to win payment red envelopes), The main style is the task list;
Display scenes centered on the vertical business scene marketing position and the independent access booth of the Mini Program Private Domain Alliance, and the main style is Banner, etc.;
Alipay advertisements can reach users’ daily consumption in many ways, with wide user coverage, rich business scenarios, and many partners. It provides a more complete foundation for the commercialization of merchants, a more efficient conversion rate, as well as small programs and life accounts. The provision of services and operations on Alipay, and Alipay’s online and offline resources, and Alipay’s centralized traffic reward policy, provide advertisers with more efficient public domain traffic. At the same time, Alipay also has connectivity with the Ali economy. Merchants can also use the crowd tags of the data bank to formulate strategies, as well as the membership in the store, adding followers and other behaviors, all of which can be done by tapping the Alipay mini programs quickly to provide online and offline services for the merchants. Linkage provides this basic service, and through the opening of the Alipay membership system, it can use Alipay’s rights and membership privileges to cultivate the user’s mind, obtain relatively higher efficiency at a lower cost, and find subconscious customers more accurately.