Using consumer behaviour, Alibaba’s ‘uni-marketing’ helps companies market brands better

The Chinese multinational, Alibaba group has developed a unique uni-marketing model for its e-commerce platform.

It has created a database for consumer behaviour which will help companies and brands to market their products better.

Through this database, companies can analyse consumer behaviour and market their products faster, better and in a more diversified way, said Chris Tung, Chief Marketing Officer, Alibaba.

At the 44 IAA World Congress here on Thursday, Tung said companies can leverage the database created by Alibaba for new product launches by targeting specific consumers.

This will enable companies to reduce product launch cycles from 18 to 9 months, thereby saving considerable time and expense.

In a way, it turns marketing expense to investment on consumer asset, he said citing the successful launch of Snickers in China in four months. A data-powered operating system will enable brand building for growth, he added.

Digital framework

Alibaba, he said, has built an ecosystem of brand building for the future.

Alibaba is in a way a combination of Amazon, Google and Facebook in China and hence uniquely positioned as a provider of a single source of consumer truth.

With the use of AI, it can attribute all the behaviour acts into a unique identity. It can convert data through AI into marketing insights and convert intent to purchase into sales.

The company has digitised consumer-brand relationship through an awareness, interest, purchase and loyalty (AIPL) model.

AIPL can help design a perfect message for the customer, he said adding that luxury brands can protect their position by targeting the right set of people through this model.

Singles Day sale

Giving the example of its Singles Day Sale, where Alibaba broke all records with 300,000 transactions per second, Tung said this could be achieved because it had optimised media effectiveness through personalisation at scale.

Alibaba, he said, was posting 50 per cent revenue growth year-on-year.

The secret of driving huge growth was this unique uni-marketing model.