Detailed explanation of the entire process of cross-border e-commerce marketing planning

1. Overview of marketing planning

Cross-border e-commerce marketing planning is a systematic process, covering all stages from understanding the company’s situation to integrating the service marketing system. Whether it is a new store or an old store with a certain operating foundation, it needs to go through a complete planning process to ensure the effectiveness and sustainability of marketing activities.

1. Understand the company and customer status

• Company status: industry background, brand positioning, product features, operation team configuration, etc.
• Customer status: quantity, repurchase rate, member activity, these data can help develop more targeted marketing strategies.

2. Build service marketing channels

• Core channels: Such as in-site messages, email (EDM), WhatsApp, Want Want, etc.
• Auxiliary channels: Choose flexibly based on business needs.

3. Service design in transaction performance

• Customer Communication Services
• Order Process Care
• Personalized package design

Optimize service experience through analysis of existing strategies.

4. Customer remarketing and membership system construction

• Customer Lifecycle Management
• Matching of products, promotional tools, reach methods, and timing
• Membership level setting and benefit allocation
• Activity operation, content operation, member service care

Enhance customer loyalty through diversified marketing methods.

2. Visual marketing planning and implementation

1. Goal setting

• Clear business goals and customer expectations.
• Segment the target market and customize the page according to different groups.

2. Concept design

• Establish visual elements such as store style and color matching.
• Refer to competing products to highlight your own characteristics.

3. Page structure and frame design

• Plan navigation paths to improve user experience.
• Rational layout to enhance visual impact.

4. Material planning

• Prepare multimedia content such as pictures, text, and videos.
• Focus on the balance between quality and quantity.

5. Plan trial operation and optimization

• A/B testing, comparing the performance of old and new solutions.
• Adjustments and improvements based on data feedback.

3. Platform marketing planning

1. Determine marketing goals and budget

• Increase exposure or build brand image.
• Allocate funds based on financial status.

2. Marketing channel selection

• Basic marketing, paid promotion, event participation, independent marketing.
• Incorporate large-scale platform event nodes, such as Alibaba’s New Trade Festival.

3. Vision and atmosphere creation

• Use banners, details pages, etc. to display event information.
• Draw traffic through multiple channels and expand the scope of publicity.

4. Marketing planning execution and evaluation

1. PDCA cycle application

• Plan: Although sometimes simplified, it is still an essential part.
• Do: Act immediately and test quickly.
• Check: Diagnosis based on data feedback.
• Act: Continuous improvement and optimization.

2. DR loop simplified version

• Do: Direct action.
• Review: Summarize experiences and lessons and form a closed loop.

To sum up, cross-border e-commerce marketing planning needs to follow a complete process, from market research to strategy formulation to execution and evaluation, every step is crucial. Through scientific methodological guidance, marketing effects can be effectively improved and brand growth can be assisted.