Jan 5, 2021|
2020 Year in Review: JD Marketing360
by Ella Kidron
JD’s smart digital advertising capabilities continued to empower brands throughout 2020. The company’s Marketing360 platform, which uses data to formulate marketing solutions through its unique “4A” model, won more than 50 domestic industry awards last year, recognizing its value in the e-commerce marketing space
Marketing360 Turns 1
In April 2020, Marketing360 celebrated its one year anniversary. Marketing360 is based on a unique “4A” model which systematically identifies customers in four different categories; Aware, Appeal, Act, and Advocate:
Aware – users who have been exposed to the brand via advertisements
Appeal – users who pay attention to the brand – indicated by browsing, searching, and/or adding products to cart – but still don’t make a purchase
Act – users who make a purchase, write product reviews, and/or use after-sales services
Advocate – users who make multiple purchases, recommend products to others, and/or share on social media
By analyzing the characteristics of users within each group, the “4A” model enables a targeted approach in converting users who have not yet made a purchase (“1A” and “2A”) into users who have (“3A” or “4A”). User groups are then further divided into subcategories according to their potential conversion rate, allowing the company to allocate its marketing resources in the most effective way.
From Marketing360 to GOAL
Then, in September, based on the 4A consumer asset management model, Marketing360 upgraded to create a big data-driven brand user growth methodology, JD GOAL, where “G” represents Targeting Group (help brands determine who to target where), “O” represents Osmosis (help determine penetration opportunities), “A” represents Advancing (improve opportunity to create long tem consumer value) and “L” represents loyalty (improve consumers’ loyalty towards a brand).
JD GOAL can help increase long-term user value, and strengthen a brand’s membership pool, in order to promote user loyalty and growth. The methodology can be applied for new product launches, to expand target customers, to reach potential future customers, as well as increase marketing ROI.
In October, at the JD Advertising & Marketing Summit, the company announced measures to help brands create an omnichannel marketing strategy, including traffic and user management, extending the focus from online to offline.
JD’s technological infrastructure can help advertisers overcome common bottlenecks within China’s digital marketing landscape and address the major challenge of turning traffic into sales.