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Alibaba Content Strategy Rubik Azariah

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The content strategy exercise that I did for Alibaba for a content strategy position at Alipay.

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Alibaba Content Strategy Rubik Azariah

  1. 1. Alibaba UED Content Strategy Exercise
  2. 2. Identifying Opportunity Check out AliExpress.com (mobile or PC) or the AliExpress app and pick a product, section, user flow, etc. that could use a content overhaul. Please explain 1. What issues you see and how you would fix it 2. What information you would need to validate the changes TASK 1
  3. 3. • • • • • • • • • • • • • • • • •
  4. 4. Revising content structure One of the products on AliExpress is called Featured Brands. In our app, from the purple button labeled “brands”, take a look at our bands page. In this page, we want customers to learn about new brands, new arrivals in brands and of course, shop. Keeping this in mind, mock-up a new user experience. In your evaluation: 1. Give your analysis on the current page structure 2. Explain the changes you’ve made and why and how they link with the product needs TASK 2
  5. 5. 1 2 3 4 5 6
  6. 6. Campaign Building Part 1: Branding 1. Please come up with a suggested brand name. You may use the tentative name proposed by the product team (Alibaba Global Shipping and Logistics) or create your own. In either case, please provide a brief explanation of why you have chosen this name. TASK 3
  7. 7. This is a name that connotes the very logistic nature of the company offering. While this is could connote swift delivery a challenge would be people confusing this with Ali Express which pretty much means the same thing. A name that associates with a beast of burden known to transport heavy loads across difficult terrain. And probably the very beast Alibaba took to the mythical cave. Another name that drives a clear association with the logistics connection.
  8. 8. Campaign Building Part 2: Promotion Please create the content for the following: 1. Banner ad that lives on the homepage of AliExpress 2. Landing page for the service. The landing page should both clearly explain the service and motivate buyers to use it. 3. E-mail. State as many relevant details as possible. In a separate note, please inform the product team (us) of your planned EDM launch date and time. 4. Banner ad that lives on outside websites 5. Social Media: We operate 3 social media platforms (Facebook, Twitter and Instagram). Explain which channels this promotion should be on (and why) and provide one example post for the channel(s) you choose. TASK 3
  9. 9. Moving you as you move the world Discover our end-to-end delivery service. Leave your door-to-door at our door. Logistics from China has never been easier. Homepage Banners
  10. 10. A service that delivers at every level. End-to-end delivery service for SMEs. From our Great Wall to yours. Discover our end-to-end delivery service. External Banners Learn More Learn More To be used on Linked at FB targeted ads to SME Chinese brands on Social media
  11. 11. A service that delivers at every level. Made in china will make America great again. If you are importing goods from China sometimes working with your Chinese supplier to get delivery in the United States can seem to be ever so challenging. No more. Ali Deliver from Alibaba helps you eliminate one of the greatest hurdles of doing business with China. Our new delivery service offers end-to-end shipping services for all sizes of consignments with detailed shipping tracking, customs clearance, packing and storage at attractive prices. So leave the heavy lifting to us as that leaves you to get ahead in your business. Landing Page Get a quote
  12. 12. We deliver on every little detail. • End-to-end delivery services • Customs clearance • Package tracking Emailer Learn More • Discounted Packaging • Discounted Storage Discovery a whole new level of convenience with door-to-door delivery and logistic services with Ali Deliver from Alibaba. Nobody knows doing business in China like we do. Which is why we are in a unique position to help you in your import business, bridging the gap between you and your suppliers in China. Helping you eliminate some of the hurdles of doing business with China with our trusted logistic services. Sign up today for our end-to-end shipping services whether you are receiving product samples or large bulk shipments and avail of the following benefits. SUBJECT: Simplify business with China with logistic solutions from Ali Delivery. LAUNCH DATE: 3rd April 11 AM. ET UTC -5:00 EDM Criteria: Users who have purchased bulk order of 100 units of more to the US or have more than 50 individual transactions to the US. We deliver on every little detail. Discovery a whole new level of convenience with door-to-door delivery and logistic services with Ali Deliver from Alibaba. Nobody knows doing business in China like we do. Which is why we are in a unique position to help you in your import business, bridging the gap between you and your suppliers in China. Helping you eliminate some of the hurdles of doing business with China with our trusted logistic services. So sign up today for our end-to-end shipping services whether you are receiving product samples or large bulk shipments and avail of the following benefits. • End-to-end delivery services • Customs clearance • Package tracking • Discounted Packaging • Discounted Storage Learn More Introducing AliDelivery
  13. 13. Social Media Since the key decision makers are primarily likely to be part of a procurement team for a company, it make this communication a primarily B2B communication. It is easier to target such people on Linkedin than any other medium. However for smaller business that may be running boutique experiences that are being stocked with products from China, Facebook can be used to target such small and medium business unit brands with posts that drive users to a landing page. A service that delivers at every size.
  14. 14. Thank you for reading!

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