Alibaba, the Chinese e-commerce giant, has recently announced a partnership with China’s top online and social media companies. The announcement was revealed in time for the 2016 Rio Olympics.
The alliance includes Alibaba’s e-commerce website Tmall, Alibaba’s streaming-video site Youku Tudou, micro-blogging site Sina Weibo, search giant Baidu, and digital sports media outlet Sina Sports.
They are looking to offer greater integration and customer interaction through Olympics-related digital advertising and marketing campaigns.
One of Tmall’s upcoming Olympics campaigns was announced by its recent launch of the merchant mini-sites Tmall Fan Zones. During the upcoming campaign, merchants wll also be able to purchase ads on the affiliate sites through Alimama, Alibaba’s marketing division.
“Digital marketing has made it possible for brands to more precisely understand what consumers want,” explained Alibaba CMO Chris Tung. “The interactions that happen organically among consumers not only feed the media with native content, but now also serve as a driving force for consumption.”
“Alibaba’s alliance with Baidu, Youku Tudou, Sina Sports and Sina Weibo, as well as the launch of the Tmall Fan Zone, represents a new marketing model powered by the internet,” Tung added.
Proofread by John Devlin.