Traffic integration is customer-centric, building a growing and active traffic pool, and ultimately building a marketing closed loop. Traffic integration is an important way of tactical marketing innovation.
Online traffic can be divided into direct traffic, third-party platform traffic, search traffic, social media traffic, email traffic, referral traffic, etc. Direct traffic is the traffic that directly visits the brand website or landing page. It is the customers or consumer groups that have already recognized the brand. It is the traffic that enterprises obtain through cross-border e-commerce platforms. The traffic brought by cross-border e-commerce platforms is for the purpose of shopping, with a higher matching degree and higher conversion rate. Therefore, many merchants choose to directly enter the third-party platform and use the platform’s natural traffic to quickly open up overseas markets. Search traffic is traffic from search engines. This type of traffic can be divided into SEO traffic and paid advertising traffic. Search traffic covers a wider range of people. Social media traffic uses demographic characteristics to create user portraits, which allows merchants to accurately match channels, audiences, and content during marketing. Email traffic is traffic obtained through email marketing, which has a wide coverage, is easy to operate, has a wide source, and has relatively low costs. Referral traffic is traffic obtained by customers actively sharing products or services.
Among them, e-commerce platforms, social media, and search engines are the main sources of actively acquiring new traffic, which are called the “three axes” for actively acquiring traffic. Different types of cross-border e-commerce companies have different traffic structures according to their business characteristics. According to SimilarWeb’s data monitoring of nearly 50 well-known cross-border e-commerce independent stations from February to July 2021, in the traffic structure of cross-border e-commerce independent station companies, search traffic accounts for 39.19%, direct traffic accounts for 37.47%, and social media traffic accounts for 10.65%.