It’s been a while since Alibaba launched its ad exchange platform Alimama. It already covers more than 9,000 websites and almost 15,000 ad positions. Alimama is also offering a referral opportunity in which anyone can make 20 yuan (around USD$2.7) per sign-up. Smart marketing tactic but bad marketing strategy.
What is happening is that you see lots of sign-up invites through emails, IM messages, and discussion boards spams. People hate this. Many people would take it as spam or virus as what they experienced before.
I would definitely give it a try when my Chinese website is ready to go. Why? There are lots of ad display position selling 1 yuan (less than 20 US cents) per week. Irresistible. On the other hand, there are people who can’t wait to have a website ready to make money. Some of them simply go to set up a blog and try to sell the ad there without even posting anything.
The deal was transacted through Alibaba’s payment service Alipay (escrow service). Publishers and advertisers can rate each other through a system like eBay. Alimama is just another alibaba in online ad trading. What they both care is the market. They both want to reach as many people as possible. No matter who, no matter how.
Segmenting different levels of publishers is critical to help advertisers reach targeted users effectively and efficiently. It may not be a bad thing if they don’t realize this. Why? Opportunity for others to build a competitive advantage.
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