1

Group Search Engine Business Model Advocacy:

The case of Alibaba.com

Zahra BIYADI

Kenza HAMDI

Imane GOUGANE

Chaimae BOUSALHAM

Hiba AICH

School of Business Administration, Al Akhawayn University

MKT 4302 Digital Marketing

Supervised by Dr. Olayemi Abdullateef Aliyu

December 3, 2023
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Table of content:

Introduction:…………………………………………………………………………………….

Alibaba…………………………………………………………………………………………….
Company Introduction..........................................................................................................
Alibaba’s Official website.....................................................................................................
Alibaba Products...................................................................................................................

Evaluating Search Engine Revenue Models for Informed Decision Making............................

How search engine works.....................................................................................................
Search engine business models for decision making…………….....................................
The differences between paid and non-paid search tactics...................................................
Organic vs Paid search results…………………………………………………………...
SEO’s functionality and Alibaba………………………………………………………...
Pros and cons of SEO...........................................................................................................
Pay-Per-Click (PPC) marketing............................................................................................
The importance of PPC key word research...........................................................................
Pros and cons of PPC marketing…………………………………………………………

Evaluation of “Alibaba” consumer decision making process:……………………………........

Typical consumer decision making process: Keyword mapping…………………………..
Discovery through brand awareness……………………………………………………..
Consideration and Evaluation……………………………………………………………
Purchase Decision………………………………………………………………………..
Post Purchase Evaluation………………………………………………………………...

Conclusion: .....................................................................................................................................
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Introduction:

In the modern digital environment, search engines are vital in enabling information

access, revolutionizing the way individuals gain knowledge. These complex algorithms work

tirelessly to trawl the internet, cataloguing web content to provide customized results to users.

Hence, search engines are crucial instruments for companies seeking to interact with their target

audience and stimulate financial expansion.

This report examines the search engine business models and decision-making processes of global

e-commerce powerhouse, Alibaba. It analyses Alibaba's strategic employment of search engine

marketing to connect with its audience and drive revenue.

Critically, it investigates Alibaba's approach to various search engine business models,

dissecting the mechanisms behind search engine operations. It scrutinizes Alibaba's SEO tactics,

analyzing how the company optimizes its online presence for improved search visibility. It also

examines the differences between paid and organic search strategies, providing insights into

Alibaba's methods and results in search rankings. A comprehensive analysis of Alibaba's SEO

tactics will be illustrated using industry examples, demonstrating its effectiveness. The report

will assess the importance of Pay-Per-Click (PPC) marketing for Alibaba, analyzing its pros and

cons for the company. Additionally, a customized keyword portfolio will be created to target

lead generation and Return on Investment (ROI) for Alibaba. The report will explore the

consumer decision-making process present in search engine models, drawing insights from

Alibaba's search engine marketing strategy.

The aim of this report is to provide workable recommendations and insights drawn from

Alibaba's search engine marketing strategies. Ultimately, this report aims to highlight the
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influential role of search engine marketing in improving growth and amplifying brand visibility

for global enterprises like Alibaba.

Alibaba:

Company Introduction:

The inception of Alibaba in 1999 signified a landmark moment in e-commerce,

spearheaded by Jack Ma and a team of visionaries. Hailing from Hangzhou, China, Alibaba

rapidly became a dominant global force, revolutionizing the digital realm through unprecedented

expansion and originality. Alibaba's path paralleled that of forerunners in the field, exceeding

geographical boundaries to establish its supremacy on an international level. Alibaba's

penetration into diverse industries and international markets highlights its resilience and strategic

foresight. With platforms including Alibaba.com and AliExpress, the company has a presence in

190 countries and possesses exceptional global outreach, catering to a broad clientele.

Leveraging wholesalers, physical stores, and robust online platforms strategically, Alibaba

ensures significant market penetration and effectively meets the diverse consumer preferences.

Alibaba's ethos centers on crafting creative solutions, a fact evident in their unwavering emphasis

on product evolution and design. Their product range seamlessly blends functionality with style,

cementing a unique brand identity rooted in innovation. In addition to profit, Alibaba advocates

for social responsibility, with an emphasis on sustainability, diversity, and inclusivity. Initiatives

aimed at reducing waste, carbon emissions, and improving societal welfare demonstrate their

commitment to global betterment. Driven by an unwavering passion for inspiration and

innovation, Alibaba's employees foster creativity in all areas. Their visionary approach is evident

in innovative products and imaginative marketing strategies that set new standards in the
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industry. As a major player in e-commerce, Alibaba shapes global markets by setting unmatched

industry standards through its profound impact and extensive influence. Alibaba's narrative is

characterized by establishment, diversification, innovation, and a strong commitment to societal

welfare, highlighting its monumental role in revolutionizing international commerce and

promoting global innovation on an unparalleled scale.

Alibaba’s official website:

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Alibaba Products:

Evaluating search engine revenue models for informed decision making:

a) How search engine works:

With an infinite amount of information at their fingertips, search engines are essential for

navigating the vast expanse of the internet. Gaining an understanding of the mechanisms

underlying the access and ranking of web pages requires an understanding of how search engines

operate. Search results are produced by this process, which also includes web crawling, indexing,
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ranking, and complex algorithms. We can obtain understanding of the elements influencing

search result presentation and user experience by exploring the inner workings of search engines.

Crawling:

Search engines use a process called crawling to find updated content on the internet, including

new websites, updates to old websites, and broken links. In order to find newly released pages,

search engines employ automated programs known as crawlers or spiders to crawl the internet.

These programs download webpages and then follow links on these pages to find new content.

Crawlers find new content and add it to the search engine's index by following links from one

page to the next.

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Indexing:

A search engine stores the information from a web page it has crawled in its index, a vast

database of web pages and their contents. Search queries are matched with pertinent web pages

using the index. Put differently, once a crawler locates a page, the search engine stores the

information in its index, a vast collection of web pages and their contents, and renders the page

exactly like a browser would. Search queries are matched with pertinent web pages using the

index. Information is taken from web pages and stored in a structured format during the indexing

process, which helps the search engine retrieve and present relevant results to users more

quickly.
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Ranking:

Search engines use a variety of algorithms and ranking factors to determine the order in which

web pages are ranked after they have been crawled and indexed. Using an algorithm, the search

engine ranks the indexed web pages according to how relevant they are to the user's query when

they enter one. A number of variables are considered by the algorithm, such as the quantity and

caliber of links referring to the page, as well as the content and quality of the page.

Search engines provide quick and easy access to a wide range of resources by acting as portals to

the enormous collection of online data. Even with all of their complexity, users frequently don't

know about the many steps that go into making search engines work. For the average searcher,
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the algorithms and financial strains influencing search results are still mostly invisible. We can

learn more about the processes that influence the information we come across and the online

experiences we have by delving into the complexities of search engine functioning. For

companies, marketers, and individuals looking to maximize their online presence and use search

engines to reach their target audience, knowing this information is essential.

b) Search engine business models for decision making:

Due to their ability to quickly access a plethora of online information, search engines have

become an indispensable part of our everyday lives. Thanks to its business strategy, which

centers on giving users free search engine services in exchange for advertising revenue, Google

has become the dominant player in the search engine market, holding a market share of more

than 90%. The company's business strategy, which centers on giving away free information

while making money from user traffic through targeted advertising, allows it to maintain its

dominance. Search engines rely on the process of crawling, indexing, and ranking web pages in

order to deliver relevant results to users. Complex algorithms that consider a number of variables

are used in this process.

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Google's business model

Google cloud computing, software, hardware, search engine, and online advertising technologies

are all part of the company's multifaceted business model. Organizing the world's information

and making it widely useful and accessible is Google's mission. The majority of the company's

income comes from advertising, specifically from its search advertising revenue model, which

entails indexing websites, giving users access to relevant content, and charging for ad space on

the search results page. Because Google's business strategy is built on a hidden business model

pattern, users do not pay for the service. Google's primary clientele consists of users, content

publishers, and advertisers. Customers are Google's most important business partners. The

company also makes investments in forward-thinking ventures like Loon, Waymo, Wing, Verily,

and Sidewalk Labs, all of which are focused on technological advancements. Customer

segments, value propositions, channels, customer relationships, income streams, important

resources, important partnerships, and cost structure are all included in Google's business model
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canvas. To stay at the top of the tech sector, Google is investing in new services and

technologies, and its business strategy is always changing.

Business model for decision making:

To make decisions, search engines use a business model that centers on giving users relevant

search results and making money from advertisements. To give users the most relevant results,

search engine algorithms must be updated frequently by businesses. For this to continue to be

competitive and to stay ahead of competitors, a sizable investment in research and development

is needed. Making decisions about the business model also entails finding new sources of income

to diversify sources of income and lessen dependency on advertising. Through its expansion into

other industries like cloud computing and mobile operating systems, Bing has been able to
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diversify its sources of income. To stay competitive in the market, other businesses in the sector

must also find new sources of income.

Our everyday lives have become reliant on search engines such as Bing, which give us instant

access to a multitude of online information. The primary objective of these companies' business

models is to generate advertising revenue by offering users relevant search results. Gaining

insight into search engine algorithms and applying SEO tactics can help companies expand their

customer base, improve online visibility, and spur expansion.

c) The differences between paid and non-paid search tactics:

Paid Search Tactics:

Alibaba employs paid search advertising on platforms such as Google Ads and Baidu. Paid ads

appear at the top of the search results or in dedicated ad spaces when users search for specific

keywords associated with Alibaba's services or products. These ads enable Alibaba to target
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specific keywords and demographics, ensuring their products or services receive maximum

visibility to users actively searching for related terms.

They invest in pay-per-click (PPC) campaigns. Alibaba pays a fee for each click on their ad

using PPC. This approach provides more control over budget and targeting. Alibaba can modify

bids to optimize ad performance, considering keyword competitiveness, market demand, and

other factors.

Alibaba employs paid product listing ads (PLAs) for e-commerce sites such as Taobao and

Tmall. The display highlights select products through images, prices, and descriptions, often

positioned above or beside organic search outcomes.

As for retargeting ads, Alibaba could resort to paid strategies to retarget users who have

previously browsed their websites or interacted with their offerings. The technique entails

exhibiting ads to the same users across diverse websites, inviting them to revisit and finalize their

purchase or take further action.

Non-Paid (Organic) Search Tactics:

Search Engine Optimization (SEO): Alibaba is investing in optimizing their website content and

product listings to rank higher organically in search engine results. To achieve this, they are

focusing on keyword optimization, improving the site structure and user experience, creating

high-quality content, and earning backlinks from authoritative websites. By enhancing their

SEO, Alibaba aims to increase their visibility and organic traffic.

Content Marketing: Alibaba produces valuable and informative content regarding their industry,

services, and products, which comprises blog articles, guides, tutorials, and videos. This content
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not only engages users but also enhances search rankings. By providing helpful content, Alibaba

garners organic traffic and establishes themselves as an authority in their area of expertise.

Social Media Presence: Although not a direct search tactic, Alibaba's frequent presence on social

media platforms can enhance their organic visibility. By creating engaging content, collaborating

with influencers, and building a community on platforms such as Weibo and WeChat, they can

indirectly influence search engine visibility through increased brand mentions and shares.

Both paid and non-paid search techniques complement each other in Alibaba's marketing

strategy. Paid techniques offer instant visibility and control over targeting, whereas non-paid

methods, like SEO and content marketing, concentrate on long-term visibility, building

authority, and sustainable organic traffic growth. Integrating both these techniques enables

Alibaba to maintain a balanced and effective online presence.

d) Organic vs Paid search results:

Organic Search Results:

SEO for Organic Results: Alibaba places significant emphasis on optimizing its platforms (such

as Taobao, Tmall, and Alibaba.com) for organic search. Through the implementation of SEO

strategies such as keyword optimization, creating high-quality content and enhancing user

experience, the company aims to obtain a higher rank in search engine results pages (SERPs)

naturally. This approach enables visibility without direct payment for clicks, promoting long-

term sustainability. Organic search results are vital for long-term sustainability. Alibaba
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continuously enhances their SEO efforts to maintain a robust online footprint and attract

consistent traffic. This is especially critical for e-commerce platforms such as Taobao and Tmall,

where visibility in organic search results can generate continuous sales.

Credibility and trustworthiness are associated with organic search results by users. When

Alibaba's platforms achieve organic ranking for relevant keywords, it boosts their brand

credibility and trustworthiness among consumers searching for products or services.

Paid research results:

Alibaba receives immediate visibility by using paid search, as their adverts are displayed at the

top of search engine results. They guarantee that their products or services are prominently

displayed to users who are searching for specific keywords by paying for advertising on

platforms like Google Ads and Baidu.

Targeted Marketing offered by paid search allows Alibaba to reach specific demographics,

locations, or interests, making it an effective tool for targeted marketing. This focused approach

guarantees that ads are displayed to users with higher likelihoods of converting, resulting in

maximized returns on advertising investments.

Special events promotions, such as Singles' Day (11.11), entail a pivotal role for paid search in

Alibaba's marketing strategy. They extensively use paid advertising to promote discounts, special

offers, and featured products. Paid search results offer immediate visibility and control, making it

an optimal marketing avenue.

Alibaba's strategy seems to achieve equilibrium between the enduring advantages of organic

search (establishing credibility, sustainable visibility) and the prompt impact and targeting

capabilities of paid search. By exploiting both methods competently, Alibaba guarantees a

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comprehensive presence in search engine results, catering to diverse user intentions and

optimizing their overall marketing impact.

Many advantages are available to companies using Search Engine Marketing (SEM) to improve

their online presence and drive more traffic to their websites. Businesses may raise their brand

awareness, draw in targeted traffic, and eventually promote company expansion by utilizing

SEM. The many advantages of search engine marketing are examined in this article, along with

its importance in the current digital environment.

e) SEO’s functionality and Alibaba:

SEO, short for Search Engine Optimization, involves optimizing websites and online content to

improve their ranking and visibility on search engine results pages (SERPs). This process

employs a variety of strategies aimed at enhancing a website's relevance, authority, and user

experience, to attract more organic traffic from search engines such as Google, Bing, or Baidu.

In the case of Alibaba, Search Engine Optimization plays a crucial role in directing traffic to its

e-commerce platforms, such as Taobao and Tmall, as well as its global trade platform,

Alibaba.com. Here is how Alibaba employs SEO and its functionalities:

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 Keyword Optimization: Alibaba tactically integrates fitting keywords associated with

products, categories, and services throughout its platforms. Optimizing product titles,

descriptions and tags with high search volume keywords allows Alibaba's listings to

appear higher in search results. For example, when users search for "electronics" or

"fashion accessories," Alibaba's optimized pages have a greater chance of ranking

prominently.

 Quality Content Creation: Alibaba invests in creating high-quality, informative content

that aligns with user search intent. This comprises of product descriptions, blog posts,

guides and industry-specific content. For example, articles discussing manufacturing

processes or global trade regulations not only draw organic traffic but also affirm

Alibaba.com as an authoritative source in B2B trade.

 User Experience and Site Design: Alibaba prioritizes user experience by streamlining

site navigation, ensuring mobile responsiveness, and improving page load speeds. A well-

organized website with user-friendly navigation boosts user engagement and encourages

longer browsing sessions, thereby having a positive impact on SEO rankings.

 Backlink Building: Referrals from credible websites indicate trustworthiness and

expertise to search engines. Alibaba promotes teamwork, alliances, and inclusions on a

range of platforms and industry publications. For example, inclusion in reputable industry

publications or backlinks from trade-oriented websites bolsters Alibaba's domain

authority and enhances its search engine optimization (SEO).

 Local and Global SEO Strategy: Alibaba adapts its SEO tactics to different markets.

For example, optimizing content and using region-specific keywords in multiple

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languages helps Alibaba.com rank higher in global search engines, broadening its appeal

beyond China to attract worldwide enterprises.

By implementing SEO strategies, Alibaba enhances its organic visibility and draws substantial

traffic to its platforms, boosting user engagement, encouraging conversions, and positioning

Alibaba as an industry leader in e-commerce and global trade.

f) Pros and cons of SEO:

Alibaba utilized various SEO strategies to rise in search engine rankings and establish itself as

the primary choice for online shoppers. SEO brings valuable visitors to websites, potentially

leading to increased profits. However, SEO demands considerable time, sometimes several

months, to show its impact. Additionally, despite updating website content and features, SEO

doesn't guarantee immediate results. Nonetheless, Alibaba recognizes SEO's significance in e-

commerce and has developed a straightforward explanation emphasizing its importance. The

guide outlines how SEO can help businesses enhance their visibility and draw in more

customers.

SEO is complex and always changing, and Alibaba has been a leader in creating new ways to

stay ahead. Alibaba does this by using both on-page and off-page SEO tactics. On-page SEO

means optimizing the website's content and structure to make it more appealing to search

engines. This includes tactics like fixing title tags and meta descriptions and making sure the site

phone friendly and loads fast. Off-page SEO is about getting good and reliable backlinks. This

makes your site more trusted and helps it show up higher in search results.

Alibaba's strategy focuses mainly on long-tail keywords, which are more precise search terms

than short-tail keywords. These long-tail keywords are less competitive, allowing for easier
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ranking on search engine results pages. Additionally, Alibaba strategically put social media in its

advantage like Facebook, Twitter, and Instagram to complement its SEO results. Through the

dissemination of engaging and high-quality content on these platforms, Alibaba successfully

drives increased website traffic and augments its search engine ranking performance. This

multifaceted approach enhances the site's credibility and visibility across search engine results.

Despite the advantages of SEO, there are drawbacks to note. SEO might take a considerable

amount of time, sometimes stretching over months or even years to show results. Additionally, it

doesn't assure a boost in website traffic. Alterations in search engine rules or increased

competition can reduce a site's ranking. Nevertheless, despite these hurdles, Alibaba effectively

utilized SEO to become one of the globe's leading e-commerce companies.

g) Pay-Per-Click (PPC) marketing:

Alibaba uses a Pay-Per-Click (PPC) marketing method to promote its products. These ads are

designed to match specific groups and demographics, aiming for relevance and personalization.

Their marketing plan includes four key parts: product, pricing, promotion, and venue. Centered

on quality, affordability, and convenience, they provide a wide range of products and services

catering to both personal and business needs.

Alibaba employs strategic marketing campaigns infused with boldness, creativity, and

personalized recommendations to cater to their diverse customer segments. The success of

initiatives like the 11.11 Global Shopping Festival highlights how good they are in driving sales

and engaging audiences effectively. Alibaba's PPC campaigns are intricately designed to

resonate with specific target groups, incorporating mobile optimization and substantial

investments in AI and cloud computing technologies.

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Alibaba's elaborate marketing strategies, highly praised for their diversity and innovation, have

been a primary factor in establishing its success trajectory. Through strategic implementation of

cross-promotions, content marketing, artificial intelligence integration, influencer marketing,

augmented reality incorporation, social commerce initiatives, global expansion endeavors, and

excellence in customer service. Alibaba keeps growing worldwide and stays a top leader in

online shopping.

h) The importance of PPC key word research:

Alibaba's current strategy heavily emphasizes Pay-Per-Click (PPC) keyword research. This in-

depth analysis aids Alibaba in identifying the most pertinent and lucrative terms for their

business. Leveraging these identified keywords within their PPC advertising allows Alibaba to

precisely target their audience and bolster conversion rates. The advantages of PPC keyword

research are multifaceted. Primarily, it optimizes spending by focusing on the most relevant

keywords. This strategic approach minimizes expenditures on ineffective clicks, enabling

businesses to allocate resources towards the most advantageous keyword terms.

Initially, targeted keyword usage aids Alibaba in cost savings by directing investments toward

pertinent terms and away from irrelevant clicks. This optimization of spending ensures a focused

allocation of resources.

Secondly, PPC keyword research enables Alibaba to sustain a competitive edge by crafting more

effective advertisements, enhancing the probability of conversion.

Lastly, strategic keyword implementation contributes to improving Alibaba's website visibility

and organic traffic, optimizing their search engine ranking and augmenting traffic.
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finally, PPC keyword research plays an important role in shaping Alibaba's marketing strategy.

The strategic identification of profitable keywords empowers Alibaba to make highly effective

campaigns aligned with their marketing objectives. This integral aspect of their approach enables

Alibaba to design and execute campaigns with a greater likelihood of conversion, leveraging

data-driven insights into the most lucrative keywords to optimize their marketing results.

i) Pros and Cons of PPC marketing

Pros:

Alibaba.com benefits significantly from implementing pay-per-click (PPC) marketing strategies,

primarily by achieving global reach and increased visibility. With PPC, Alibaba.com can

transcend geographical limitations and connect with a large and diverse audience worldwide.

This not only expands the platform's market reach, but also increases its search engine visibility,

ensuring that the brand is exposed to a wide range of demographics. The ability to target

advertising is also a significant advantage. Alibaba.com can tailor PPC ads based on user-

specific data such as location, preferences, and characteristics. This precision ensures that ads are

shown to users who are more likely to engage and convert, maximizing the effectiveness of the

marketing strategy. Incorporating measurable outcomes such as click-through rates, conversion

rates and return on investment (ROI) provides Alibaba.com with valuable insights into the

success of its campaigns. This data-driven approach allows for informed decision-making and

ongoing optimization, ensuring that marketing efforts are aligned with business goals. Finally,

the flexibility to set spending limits, whether on a daily or annual basis, enables Alibaba.com to

effectively control marketing spend, prevent overspending, and strategically allocate resources

based on campaign performance.

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Cons:

Although PPC marketing holds great potential for Alibaba.com, there are several challenges and

factors to consider. One of the most notable is fierce competition within the e-commerce sector,

which increases rivalry in PPC marketing and results in higher click prices, reduced ad exposure,

and the potential escalation of advertising costs for Alibaba.com. One of the most notable is

fierce competition within the e-commerce sector, which increases rivalry in PPC marketing and

results in higher click prices, reduced ad exposure, and the potential escalation of advertising

costs for Alibaba.com. Ad fatigue is a noteworthy issue, where users may become less

responsive over time due to repeated exposure to the same adverts. This necessitates a constant

revamp and innovation of Alibaba. Com's ad content, requiring ongoing creativity to capture and

maintain user attention. The dependency on platform algorithms is a critical consideration, as

any changes in these algorithms could impact the visibility and effectiveness of Alibaba. Com's

PPC adverts. Adapting swiftly to changes demands agility and a proactive approach to ensure

sustained success. Notwithstanding, while pay-per-click marketing excels at targeted reach, it

inherently concentrates on users who are actively searching for Alibaba. Com's products or

services. Although this methodology is effective, it may curb the platform's ability to penetrate

untapped or uninformed markets, impeding overall brand exposure. Managing these challenges

strategically is vital for Alibaba.com to optimize the advantages of PPC marketing and

effectively navigate the competitive e-commerce environment.

Evaluation of “Alibaba” consumer decision making process:

a) Typical consumer decision making process: Keyword Mapping

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The purchasing decision-making process of a consumer comprises of five linked stages, working

as a cohesive process that takes them from their first recognition of a need to an evaluation of

whether they are satisfied with their purchase. These stages deliver a meticulous structure to

comprehend how clients approach their buying decisions.

Keyword Mapping:

Alibaba.com, a leading player in the world of B2B e-commerce, carefully crafts its online

presence by using a keyword portfolio designed to generate leads and maximize return on

investment (ROI). Positioned as a comprehensive business platform, Alibaba.com creates a

Global B2B E-commerce Solutions ecosystem, providing a Wholesale Trade Marketplace that

transcends traditional bulk purchasing. The platform enables international supplier network

connections, highlighting global reach and targeted advertising strategies for optimal

engagement. Sustainability is at the forefront, with Alibaba.com supporting eco-friendly product

sourcing, sustainable manufacturing suppliers, and green manufacturing practices. Stressing the

significance of measurable outcomes, the platform uses Alibaba.com Trade Assurance,

guaranteeing secure transactions and dependable business engagement. Alibaba. Com's keyword

portfolio showcases its dedication to meeting business requirements while also promoting

responsible business ethics, with an emphasis on socially responsible suppliers, ethical sourcing

in B2B, and ethical manufacturing standards. This all-inclusive approach positions Alibaba.com

as a preferred destination for businesses seeking sustainable, quality-driven, and socially

responsible solutions in the constantly changing global trade environment.

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b) Discovery through brand awareness:

Alibaba.com focuses greatly on the critical aspect of brand awareness in molding

consumer discovery over the wide-ranging e-commerce terrain. The platform has diligently

strengthened its position as a dependable and broadly recognized brand through multifaceted

initiatives. Robust advertising campaigns, featuring captivating storytelling and highlighting the

platform's unique value propositions, have played a vital role in spreading the Alibaba.com brand

message. In addition, strategic partnerships with key players in various industries have not only
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expanded the platform's reach but also instilled a sense of credibility and dependability among

consumers.

Alibaba.com has effectively engaged with its audience by leveraging digital channels to

establish a strong online presence. The platform has successfully nurtured an active and engaged

community by consistently and strategically messaging across social media platforms.

Furthermore, the familiar Alibaba.com logo, an iconic symbol synonymous with global trade and

quality products, has become firmly ingrained in the minds of consumers. The platform's

impeccable reputation and striking visual cue enhance the brand's dominance in the e-commerce

industry.

When consumers start their search for information, Alibaba.com immediately stands out

as a primary destination. The brand's robust advertising campaigns, strategic partnerships and

compelling online presence establish Alibaba.com as a trustworthy and reputable source of

information. In a market filled with many choices, Alibaba.com shines as a paragon of trust and

credibility, accompanying consumers along their journey of exploration and fact-finding.

Recognition:
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Alibaba. Com's brand recognition is a testament to its unfaltering commitment to innovation,

trustworthiness, and ethical business practices. As a global leader in B2B e-commerce, the

platform has carved out its identity as a facilitator of international trade, connecting businesses

on an enormous scale. The platform's unique logo has become an emblematic icon, instantly

recognizable worldwide, signifying not only a marketplace but also a dependable entity

promoting effectiveness, openness, and trustworthiness in global transactions. Similar to the

athletic clothing sector, Alibaba.com has received recognition for its dedication to sustainable

business practices. The platform is a trailblazer, promoting sustainability, inclusivity, and fair

treatment within the realm of online commerce. In addition to its broad selection of products and

services, Alibaba.com is committed to connecting with its customers and communities,

exemplifying its values, and effecting real change in a wide range of business and societal

arenas. By consistently prioritizing innovation, reliability, and ethical conduct, Alibaba.com has

crafted a brand that resonates globally, leaving a lasting impression through its meaningful

engagement with consumers and communities.

c. Consideration and evaluation:

Information Search:

In the consideration stage, customers conduct extensive research to obtain information about

Alibaba.com. They browse through the product listings, analyze customer reviews, and compare

prices and delivery alternatives. Alibaba. Com's detailed product descriptions, authenticated

supplier profiles and transparent transaction processes assist customers in making informed

decisions.

Evaluation of Alternatives:
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Alibaba.com presents a broad selection of products and suppliers, enabling consumers to choose

from many options. The platform's state-of-the-art search filters and tailored recommendations

aid consumers in assessing and comparing various alternatives. Moreover, Alibaba.com

furnishes buyers with protection policies and measures for resolving disputes, imbuing

consumers with trust throughout the decision-making period.

By strategically using pertinent keywords and cultivating brand awareness, Alibaba.com can

effectively influence consumer behavior and flourish in the competitive e-commerce arena.

Ongoing optimization of PPC campaigns and offering comprehensive information and credible

alternatives will additionally augment the consumer decision-making process on Alibaba.com.

d. Purchase decision:

The purchase decision stage of the consumer's decision-making process is a critical point for

companies like Alibaba. Alibaba’s platform functions differently for B2B (Business-to-Business)

and B2C (Business-to-Consumer) transactions.

In the B2C sector, the process for consumers on Alibaba is relatively straightforward. Consumers

browse products, select what they want to purchase, enter delivery information, and proceed to

checkout through online payment gateways. The transaction process is uniform, with all

consumers generally paying the same price for the product. Alibaba's user-friendly interface,

supporting 16 languages, and digital transaction process make it convenient for consumers.

Additionally, Alibaba offers a range of services, including sourcing, online marketing solutions,

digital supply chain fulfillment, and financial services like Alipay and the "Pay Later" plan.

B2B transactions, however, are more intricate. Several variables, including order volume, the

buyer-seller dynamic, and the terms of payment, might influence price negotiations. B2B
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customers often receive an invoice with mutually agreed payment terms, instead of paying at the

time of order. Alibaba's Trade Assurance offers a secure payment platform, ensuring on-time

delivery of products and providing impartial mediation in disputes.

Alibaba leverages machine learning algorithms to process consumer purchase data, gaining

insights into what products customers in specific markets desire. This approach is part of the

"New Retail" concept, blending brick-and-mortar and e-commerce. Alibaba's TMall Innovation

Center (TMIC) plays a crucial role in understanding consumer search and purchase patterns,

helping brands tailor their products to meet local consumer demands. This data-driven strategy

helps in product development, SKU rationalization, and targeting niche markets. Examples

include TMIC's collaboration with Mars to develop a chili-infused Snickers bar and with

Johnson & Johnson to produce flower and fruit-flavored mouthwash for young women in China.

This approach underscores the importance of understanding and rapidly adapting to consumer

preferences (Bollo, 2019).

In summary, Alibaba's purchase decision process is heavily influenced by digital convenience,

pricing strategies, and a deep understanding of consumer needs and preferences through data

analysis. This approach allows Alibaba to cater to its vast customer base effectively, adapting to

evolving market demands and consumer trends.

e) Post Purchase Evaluation:

The post-purchase evaluation is crucial for Alibaba, like other major companies, as it

significantly impacts customer satisfaction, loyalty, and brand reputation.

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Alibaba's B2B buying journey culminates in post-purchase activities, including customer

feedback, product reviews, and satisfaction surveys. This stage helps sellers improve their

services or products and generate satisfied customers. Positive feedback can lead to more

inquiries and orders, while negative feedback is essential for continuous improvement and

setting the tone for a long-term customer relationship.

Alibaba has emphasized customer reviews on its e-commerce platform, understanding their

impact on product sales and seller reputation. The platform encourages detailed reviews with

words and images, rewarding customers with higher scores for more comprehensive feedback.

An average of 20 million reviews are generated daily on Alibaba's platform. These reviews are

crucial for sellers to understand consumer preferences, improve selling points, and anticipate

fashion trends. Alibaba Cloud uses Natural Language Processing (NLP) to analyze these reviews

for quality and authenticity, providing sellers with valuable insights for after-sales service and

future sales strategies.

After-sales service is a key strategy for businesses on Alibaba to enhance customer satisfaction

and loyalty. According to Alibaba’s seller blog, great customer service, especially after a sale,

can significantly boost a business's success. It transforms the customer relationship from a

transactional one to a valuable, long-term engagement. Statistics show that 87% of customers are

likely to make another purchase following a good first experience, and satisfied customers tend

to spread positive word-of-mouth, potentially increasing revenue by up to 95%.

Seamless customer service leads to higher satisfaction rates and brand loyalty, with 96% of

consumers returning for more purchases following dedicated support. A positive customer

experience can increase buyer spending by up to 140%. Furthermore, delighted customers often

become brand evangelists, sharing their positive experiences with others. A satisfactory after-
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sales experience not only retains customers but also helps in avoiding the costs associated with

poor service. Additionally, it enhances employee productivity and engagement, contributing to

better financial performance for the company.

Ultimately, Alibaba's post-purchase evaluation process is integral to maintaining customer

satisfaction and loyalty. It involves analyzing customer feedback and reviews, providing

exceptional after-sales service, and continuously improving based on customer insights. This

approach not only helps in retaining existing customers but also attracts new ones, thereby

reinforcing Alibaba's brand image and market position.

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References:

Alibaba.com. (2021, June 29). 5 stages of the B2B buying process. Alibaba.com Seller Central.

https://seller.alibaba.com/businessblogs/pxo45jle-5-stages-of-the-b2b-buying-process

Alibaba.com. (2022, June 10). After sales service: Why it is important & how to improve it.

Alibaba.com Seller Blog. https://seller.alibaba.com/businessblogs/px001ujgi-after-sales-

service-why-it-is-important--how-to-improve-it

Alibaba Clouder. (2018, October 10). How alibaba cloud evaluates customer product reviews on

alibaba E-commerce platform. Alibaba Cloud . https://www.alibabacloud.com/blog/how-

alibaba-cloud-evaluates-customer-product-reviews-on-alibaba-e-commerce-

platform_594062

Bollo, V. (2019, January 16). How alibaba & TMIC help retailers capitalize on local demand.

CB4. https://cb4.com/blog/alibaba-product-development-strategy/

Editorial Team. (2023, April 4). Buying from Alibaba - China Sourcing Guide. Sourcing Allies

Global. https://www.sourcingallies.com/blog/buying-from-alibaba-guide