Evaluation of precision marketing effectiveness of community e-commerce–An AISAS based model

Abstract

With the advent of the big data era, user needs have become more and more diversified and personalized. These new user characteristics are important for the sustainable marketing of enterprises. With intensified competition, how to attract clients at minimal cost has become the primary concern for community e-commerce platforms or other e-commerce platforms. One of the best solutions is precision marketing, which is an important part of sustainable marketing. In this paper, a modified AISAS model is proposed for evaluating precision marketing effectiveness using data from a real-world community e-commerce platform. Based on face-to-face expert interviews and questionnaire surveys, an analytic hierarchy process (AHP) method is used to determine weights of different indexes adopted in the evaluation model and then quantify the precision marketing effectiveness of the e-commerce platform. The marketing results are then verified. We found that community e-commerce platforms’ marketing ought to be gentle and sustainable due to service area constraints or capacity limitations. The community e-commerce platform is more successful in attracting customers’ attention and interest from the marketing effectiveness. However, it is inadequate to rely on customers’ purchase and repeat purchase behaviors. Therefore, the precise selection of platforms is critical to the cultivation of customers’ loyalty and the increases in their products’ repurchase rate.

Keywords

• Community e-commerce platform
• Precision marketing
• AISAS model
• Marketing effectiveness