Accurate media planning on Taobao helps maximize advertising effectiveness

於丽

On the e-commerce platform represented by Taobao, the development of technology and the diversification of contacts determine that brand marketing must be in the whole domain, so that the effect of advertising and conversion rate are more accurate and efficient. Among Taobao’s various touchpoints, marketers need to be able to find key touchpoints and decision-making touchpoints first, which brand to invest in, which one to invest more in and which one to invest less in.

This article is selected from Spotlight China Focus - "Effect is King: The Benchmark Road for Chinese Marketers to Track the Cost Effectiveness of Channels" .

In recent years, under the disturbance of the epidemic, the macro economy has been under pressure, the business structure has undergone major transformation, and the fierce competition of e-commerce platforms has continued to intensify. Artificial intelligence and metaverse economy have gradually become new research and growth fields. In the face of random fluctuations in the general environment, companies generally choose strategies to reduce costs and increase efficiency in order to achieve sustainable growth...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands