The visual marketing costs in cross-border e-commerce mainly include labor costs, material shooting and processing costs, and promotion costs. Labor costs include the costs of photographers, designers, models and other personnel. Material shooting and processing costs generally include equipment costs, consumables costs and other costs. Promotion costs include online and offline channel costs. In practice, since promotion costs are usually included in the overall marketing expenses, they are not considered for the time being. In addition, with the trend of professionalization and refinement of the division of labor in the cross-border e-commerce industry, some companies outsource visual work to reduce the overall operating costs of the company.
A successful marketing plan can not only allow team members to start visual marketing from the visual marketing plan.
Their duties can work seamlessly, and it can also guarantee the effect of visual marketing to a certain extent, making the controllability of input and output more improved.
1. Visual marketing plan planning process
Visual marketing plan planning generally includes 5 steps. These 5 steps consist of a series of decisions that affect the user’s visual experience. These decisions are hierarchical and interdependent, allowing us to gradually concretize the visual marketing plan.
(1) Determine the visual marketing goals. Before any marketing planning activity begins, marketing goals must be set. This is the overall concept of the planning and can provide a strong basis for the implementation and evaluation of the subsequent planning plan. There are two core issues. On the one hand, what kind of content the company wants to express and what kind of business goals it wants to achieve, and then determine the store’s conversion rate, page dwell time and other specific indicators.
On the other hand, what content the store’s main customer group wants to see. This requires understanding the store’s main customer group. For example, on Alibaba International Station, we can segment customers according to different customer groups and countries/regions, and set the pages they visit in a targeted manner, and even set different pages according to customer groups.
(2) Visual marketing concept design. To transform the positioning in visual marketing into actual needs, it is necessary to qualitatively describe the content of visual marketing, such as the style, form, and color of the store. For example, a children’s clothing store may be described as follows: cartoon fairy tale style, yellow as the main color, with bright colors, and an overall warm and comfortable feeling. At this stage, you can refer to the marketing plans of excellent competitors. At the product level, you can also evaluate the differences between competing products in the existing market, find out the advantages of your own products, and highlight these advantages in the marketing planning plan.
(3) Store page structure design.
This step designs the store page structure, clarifies the logical relationship of the store pages, and designs the user’s access path within the store. For example, the second-level pages of a clothing store include DRESS and COAT, among which DRESS has two subdivided product collection pages, PARTY and COCKTAIL. Then this store is a four-level structure of “home page-second-level page-third-level page-details page”.
(4) Page framework design. Page framework design refers to the framework layout design of a specific page. The pages of Alibaba International Station are mainly divided into three categories: home page, second-level page and detail page. Different pages have different logical structures. The framework design should unify the content, visual elements and interactive functions into a unified and cohesive structure to maximize the visual marketing effect and efficiency. More detailed information includes the display methods of products, certification certificates, exhibition pictures, etc., as well as the overall visual flow design of the page, which should all be considered in the page structure design stage.
(5) Visual material planning.
Finally, plan the materials, including pictures, text, video, etc. Not only the types of materials should be determined, but also the specific quantity, quality standards, and preparation schedule should be determined.