According to the regional scope of marketing, online marketing can be divided into domestic online marketing and international online marketing. International online marketing, also known as cross-border online marketing, is a marketing method that uses the global Internet to achieve international sales goals.
It can be seen that international (cross-border) online marketing emphasizes globalization and internationality, so international (cross-border) online marketing is somewhat different from general domestic online marketing, which is mainly reflected in the following points.
(1) Different target customers of online marketing: Domestic online marketing customers are positioned in the domestic market, while international (cross-border) online marketing is mainly aimed at overseas markets. Different marketing target customers determine that marketing ideas and methods should be different.
(2) Different ideas of online marketing: Since the target customers of international (cross-border) online marketing are mostly foreigners, their language, culture, politics, trading habits, etc. are different from ours, so when marketing, we should try to consider the perspective of customers as much as possible. For example, when establishing a foreign trade website, we should take into account the customer’s habits of using the Internet and try to design a marketing website that conforms to the style of the customer’s location.
(3) Different methods of online marketing: Although all online marketing methods can be applied to domestic online marketing or international (cross-border) online marketing, the same online marketing method has different effects in different scopes. For example, blog marketing, forum marketing and other methods that have good effects in domestic marketing are not easy to achieve good results in international online marketing.
In addition, when understanding cross-border online marketing, you need to pay attention to the following three points.
(1) Cross-border online marketing is different from cross-border online sales. Cross-border online sales is one of the main purposes of cross-border online marketing, but in addition to this, its purpose also has many aspects, such as enhancing the international brand value of enterprises and strengthening communication with foreign customers.
(2) Cross-border online marketing is both related to and different from cross-border e-commerce. First of all, cross-border online marketing and cross-border e-commerce have a common technical foundation, and cross-border online marketing is one of the core links of the overall cross-border e-commerce strategy of enterprises. However, the two have different research angles and focuses. That is, cross-border e-commerce starts from the overall perspective of the enterprise and systematically designs and organizes various e-commerce activities (including online marketing) of the enterprise according to market demand to achieve the purpose of enterprise operation (including seller’s sales and buyer’s procurement). Cross-border online marketing, on the other hand, starts from the perspective of market demand and focuses on how sellers can achieve cross-border sales and promotion.
(3) Cross-border online marketing and cross-border online promotion are both related and different. People often equate cross-border online marketing with online promotion, but in fact the two are different. Online promotion focuses on the word “promotion”, and its purpose is to use various online promotion methods to make the product known to as many people as possible, which means publishing “advertisements”; while online marketing focuses on the word “marketing”, and it pays more attention to the economic benefits generated by promotion.