Cross-border e-commerce target breakdown and marketing strategy

As cross-border e-commerce is booming today, in order to achieve sales goals, companies not only need to break down the goals into specific small tasks, but also need to have an in-depth understanding of target customers and formulate effective marketing strategies. This article will discuss the importance of cross-border e-commerce goal decomposition, the resistance faced, the identification and selection of target customers, as well as the establishment of advertising goals and media selection.

Goal decomposition and performance growth

For cross-border e-commerce, setting a clear goal is a crucial first step. For example, if the goal is to achieve monthly sales of one million, it needs to be further refined into weekly goals or even daily goals. It is worth noting that the growth of performance is often non-linear. The growth may be slow in the beginning, but will gradually accelerate over time. Therefore, this should be taken into consideration when setting monthly performance indicators. Lower goals can be set initially to facilitate exploration and adjustment of strategies.

In addition, there is a positive correlation between input and output, which means that in order to achieve higher sales results, corresponding resource investment is required, including but not limited to human resources, account registration or increased promotion efforts. At the same time, making good use of special events on cross-border e-commerce platforms, such as Prime Day, Halloween, Thanksgiving, Black Friday and other holiday promotions, can significantly increase sales.

Marketing goals and resistance

Although cross-border e-commerce has huge development potential, it still faces many challenges in actual operation. These include policy and regulatory restrictions, competition from traditional traders, and conflicts of interest in existing international trade models. In the next few years, cross-border e-commerce will also face three major bottlenecks: high traffic diversion costs, fierce competition for popular products, and policy uncertainty in specific markets.

Customer identification and selection

In an e-commerce environment, customer needs are diverse and website resources are limited, so not all online users can become the company’s target customers. The correct selection of target customers not only helps the company positioning, but also enhances the brand image. High-quality customers usually have characteristics such as high purchasing power, low price sensitivity, and good payment records; while low-quality customers will bring additional burdens to the enterprise.

Advertising objectives and media selection

In order to better promote products, cross-border e-commerce companies also need to clarify their advertising goals and choose appropriate media channels. Advertising objectives usually include three levels: inform, persuade and remind. Choosing appropriate online advertising formats (such as banner ads, video ads, etc.) and combining them with other media can maximize the communication effect.

To sum up, if cross-border e-commerce wants to succeed, it must start from multiple perspectives. It must not only do internal management such as goal decomposition and resource allocation, but also pay attention to the external environment such as customer needs and market trends. At the same time It is also necessary to continuously innovate marketing methods to cope with the increasingly fierce market competition.