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阿里集团里藏着一个极其低调却又超级有趣的事业部,叫阿里妈妈。阿里妈妈是干什么的?其实,阿里妈妈就是负责为阿里全平台商家服务的营销平台。
昨天,这个低调的“阿里妈妈”在杭州召开了第五届武林大会。从2007年诞生至今,阿里妈妈已经走过十个年头,今年的大会主题被定为“All In One”,代表着阿里妈妈业务从淘内的效果营销升级为覆盖淘内淘外的品牌营销,并以“品效协同”为关键词,开启下一个十年。品效协同更注重的是效果和品牌传播在一个品牌的实际运作中产生的长线效应,而非以往品效合一所注重的某一次营销活动立竿见影的影响。当消费者对一个品牌产生认知和喜好后,达成购买的行为可能是滞后的。 记者 朱银玲
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