The value of cross-border e-commerce platform marketing mainly includes four aspects.
(1) The brand effect of the cross-border e-commerce platform itself attracts traffic. Alibaba International Station itself is a huge Internet mall, similar to the offline Wal-Mart. As the world’s largest B2B cross-border e-commerce platform, Alibaba International Station’s logistics have covered more than 200 countries and regions around the world. By leveraging its own brand effect, Alibaba International Station has attracted a large amount of traffic, and the platform partners then obtain traffic through reasonable competition. In this way, the pressure of small and medium-sized enterprises in attracting traffic is reduced, allowing more excellent merchants and excellent products to go abroad.
(2) Compared with social media marketing and search engine marketing, the traffic of cross-border e-commerce platforms is more accurate. The main purpose of users visiting cross-border e-commerce platforms is shopping. However, the purpose of using social media and search engines is more diverse, which may be leisure or chatting. Therefore, the traffic brought by cross-border e-commerce platforms has a higher matching degree and a higher conversion rate.
(3) Cross-border e-commerce platforms are more suitable for product display, giving full play to the value of visual marketing and service marketing. Cross-border e-commerce platforms use digital means to integrate product data and transaction data, making the transaction process more transparent, transactions more efficient, reducing transaction risks, and bringing convenience to merchants. The data and operational experience accumulated by the platform over the years can help merchants choose the best visual marketing tools and adjust changes according to market dynamics at any time. At the same time, in addition to the official operating methods of the platform, product details pages, store homepages, cross-border live broadcasts and other functions also give merchants great autonomy, allowing merchants to freely display their corporate style and product features.
(4) Cross-border e-commerce platform marketing tools are rich and targeted, and are more suitable for product marketing. Cross-border e-commerce platforms represented by Alibaba International Station have different types of marketing tools, including those related to monetization, brand promotion, and specific types of products. Different merchants can choose according to their needs. At the same time, cross-border e-commerce platforms have also integrated currently popular Internet marketing methods, such as social media marketing, email marketing, and search engine marketing. Merchants can use the platform’s intelligent tools to quickly complete the setting and unified management of various marketing activities to maximize the optimization of marketing plans.