"In the face of huge subversion and challenges, we need to change our inherent thinking mode and marketing means, and truly achieve" new marketing with consumers as the center. " At the first m-marketing summit of Ali's mother held on September 17, Zhao Min, President of Ali's mother, said, "the essence of marketing is to understand consumer psychology and influence consumer behavior. The essence of marketing has not changed, but the consumers have changed, and the consumption decision-making link has also changed. "

In a closed door meeting, Zhang Yong, the new chairman and CEO of Alibaba, shared some of his latest thoughts on the digital future. In his opinion, "today, Ali's mother also wants to upgrade, Because we want to carry out the whole domain user operation and the value mining and construction of brand life cycle, it means that the product definition, product operation mode and service system construction method will be completely different.

At the M Marketing Summit, Alibaba Group's commercial digital marketing center Ali mom released a new project "Alima purchase intent index", which digitized the traditional indicator of "consumer purchase intention" for the first time, and selected the eight most valuable consumer interaction behaviors, such as product browsing,

commodity collection and brand search, are selected to intuitively reflect the impact of marketing activities on consumers; Using the multi contact linear attribution model which is more in line with the brand marketing scenario, compared with the first or last touch effect in the past, the new standard can measure every contact that has an impact on consumers; at the same time, it also adjusts the more suitable algorithm weight according to the attributes and characteristics of different industries.

Zhao Min said, "the consumer decision-making link is no longer linear, nor is it only dynamic, but a winding process. New marketing contacts may occur at any time, affecting decision-making behavior. There are no rules to follow in this process Because of this, marketing should be thousands of people, thousands of faces and thousands of wishes. "

On August 10, 2007, Ali's mother was officially established and launched Taobao through train. The product has become an important tool for e-commerce to obtain consumer traffic. In 2008, Ali's mother returned to Taobao, and based on the marketing needs of merchants in Taobao, she launched marketing products such as diamond booths and Taobao customers; In 2017, Ali's mother announced the upgrading of its business from the effect marketing inside Taotao to the brand marketing covering both inside and outside Taotao.

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