In the cross-border e-commerce marketing planning framework, each key task has its connotation. One of the standards for doing a good job in digital marketing is to understand the main strategies of each marketing task, and to be able to select evaluation indicators to diagnose and evaluate the task, so as to guide strategy optimization. Excellent digital marketers are constantly pursuing the speed of marketing planning implementation and cycle iteration.
The implementation method of cross-border e-commerce marketing planning can fully adopt the Deming cycle (PDCA) in management science, that is, “strategy formulation-implementation-diagnosis and evaluation-optimization strategy”, but considering that the Internet era emphasizes speed.
The DCA cycle compresses the planning link (P) in the PDCA cycle, which is in line with the practice of the cross-border e-commerce industry, especially the tasks at the combat level, which often do not have time to formulate detailed written plans and do them as soon as they think of them. Because there is no sufficient plan, the probability of optimization errors is very high. However, Internet people believe that this is the price that must be paid for the pursuit of innovation and speed (iteration), and they have also created the word “trial and error”. And developed the theory of rapid trial and error on the Internet, iterating in error correction, the so-called “changing tires for a running car”. But in the process of doing it, cross-border e-commerce pays more attention to diagnosis than traditional industries. This is also the advantage of digital marketing, there is enough data as a basis for diagnosis. The cross-border e-commerce industry also attaches great importance to the optimization link. Excellent Internet companies will continue to optimize and iterate to drive the next round of DCA cycle.
In practice, the DCA cycle may be further simplified, that is, the “Do-Review cycle” (DR cycle for short), which is the result of further compression and integration of the PDCA cycle, that is, integrating CA into R.
In short, cross-border e-commerce marketing planning is fully applicable to the PDCA cycle in practice. Depending on the complexity of the execution task, cross-border e-commerce companies can revise the implementation method to the DCA cycle or even the DR cycle. Adopting the DCA cycle, we also try to apply the DCA cycle in the arrangement of each chapter, that is, the first section is an overview, which is used to define the basic concepts and the role in the field of cross-border e-commerce. The second section introduces the execution method or strategy (Do), and the third section attempts to diagnose and evaluate (Check). Generally, there are two types of diagnostic methods, qualitative and quantitative, and the marketing plan is implemented (Act). Here, writing a marketing plan is considered to be an optimization and iteration link.