Brand marketing is a series of marketing activities to enhance brand benefits. With the development of the cross-border e-commerce industry, more and more companies have upgraded from exporting products to exporting brands, so foreign trade digital marketing is brand marketing. Brand marketing can reduce the decision-making cost of buyers, win the first impression of buyers, and thus gain brand reputation and brand premium.
Alibaba International Station provides a series of paid marketing tools to assist merchants in brand marketing, mainly including star broadcast, top, top exhibition, and brand direct access.
The first part is the star broadcast advertising position that buyers can see on the homepage when they open the website homepage. It is the first impression of the buyer on the merchant brand. Through the strong exposure of the first focus, the buyer’s brand awareness is established. The second part is the search scene. When the buyer has a search behavior, the merchant can use the top (the top banner advertisement on the search results page), top exhibition (the first position on the search results page homepage), P4P search position (2-6 positions and other positions on the search results page homepage), and brand direct access (association promotion of corporate brand words and categories) to let buyers see brand products at the first time, enhance brand impression and obtain conversion. The third part is that when the buyer completes the search behavior, the merchant can use marketing tools such as Huimo and P4P recommendation to make their own brand products appear on the buyer’s display page again, conduct secondary marketing, promote conversion, and make more buyers generate inquiry conversion behavior through technology iteration and intelligent marketing. Through continuous brand exposure, the buyer is accompanied for a long time, and the buyer is cultivated into a loyal fan of the brand, which conveys the charm of the brand to more terminal consumers.