- Oct 15, 2020
- Business Update
JD Upgrades Measures to Help Brands on Omnichannel Marketing
by Ling Cao
JD announced that it will upgrade measures to help brands create an omnichannel marketing strategy, including traffic and user management. The announcement, which was made at the JD Advertising & Marketing Summit today at JD headquarters in Beijing, comes ahead of the upcoming annual Singles Day promotion.
As the pandemic recedes and outdoor ads resume, more and more brands are looking to offline opportunities to expand reach. During the summit, JD announced its offline marketing brand Jingpingguo, which is part of JD’s omnichannel marketing strategy. Jingpingguo’s offline ad services integrate resources from five scenarios, ranging from residential compounds, supermarkets, travel, office and life services.
Paul Yan, President of JD Business Growth said, “Based on JD’s data, Jingpingguo can do customer profiles, and combine those with offline ad resources based on locations, helping the marketing initiatives reach even more precisely targeted customers.”
JD can also make visual data reports for ad owners to help them review the ad’s performance, making it easier to track and assess long-term value.
JD recently launched JD GOAL (“Goal” is an acronym that refers to targeting Group，Osmosis，Advancing，Loyalty), which is a user growth methodology based on big data, that aims to make user management more precise.
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.