Alibaba has unveiled a suite of digital marketing tools during the Cannes Lions Innovation festival which will allow marketers to use real time data to segment and target Chinese consumers.
It’s the first time the Chinese ecommerce giant has had a presence at Cannes, highlighting the importance of international brands to Alibaba’s growth strategy.
Alibaba’s new Uni Marketing system analyses live data from Chinese consumers across Alibaba’s vast ecosystem. The information will provide brands insights into Chinese consumer behaviour and, in turn, brands can use this data to segement audiences and power more targeted communications.
“Uni Marketing differentiates itself from other marketing tools by using the entire Alibaba ecosystem to inform businesses about their consumers, allowing them to target more effectively,” said Chris Tung, Chief Marketing Officer at Alibaba Group.
Alibaba’s ecosystem includes ecommerce platforms Tmall and Taobao as well as its payments business Alipay and digital media and entertainment offerings like video streaming platform Youku.
“By combining its massive data assets, businesses can identify, segment and build tailored content for the best results. By revolutionising data-driven marketing, Alibaba is evolving into a more strategic and sustainable brand-building platform,” Tung said.
Publicis Groupe is the first agency to adopt Alibaba’s Uni Marketing tools which will benefit its FMCG and luxury clients operating in China.
Alibaba’s new marketing suite is are made up of four elements:
- Underpinning the entire framework is the ‘Brand Databank’, an online dashboard that provides consumer data and actionable insights.
- ‘Uni Strategy’ enables brands to effectively segment consumers across a myriad of touch points and through various channels to provide a complete picture of consumer behaviour.
- ‘Uni Communication’ is a media planning and ad-serving tool which takes information from across leading online Chinese media and feeds it back into the Databank, allowing media agencies to support brands and improve marketing capabilities.
- ‘Uni Operation’ allows brands to create and deliver personalised content and manage consumer relationships effectively across a range of touchpoints.