Huawei’s marketing channels include three categories: self-owned platforms, delivery platforms, and cooperative platforms. Huawei selects appropriate platforms based on the audience characteristics and platform tonality of different channels, and has different positioning for the content published on them.
For example, the content published on personal social platforms should be more entertaining and fragmented. On workplace social platforms such as LinkedIn, Huawei is targeting workplace elites who expect to obtain effective information, so it can publish more professional and insightful content. After countless practices, Huawei has summed up an experience: be responsible for the audience and publish high-quality content that the audience is interested in.
Due to a deep understanding of the basic paradigm of overseas social media marketing of audience, content, and channels, Huawei’s overseas social media marketing has achieved good results. More importantly, it reflects Huawei’s management awareness, internationalization and digital marketing concepts that keep pace with the times, and the practical actions that match them. It is this awareness that has enabled Huawei to successfully break through national boundaries and truly go global. In the future, Huawei will surely apply overseas social media marketing to create more value.
Among the many social media platforms, how can cross-border e-commerce companies choose the right social media channels for marketing? What methods should be used for marketing? Practice has proved that effective marketing is to use the right content and the right channels to reach the right audience. The core essential issues can be summarized into three important dimensions: audience, content, and channels. In this chapter, we will analyze these three dimensions one by one to derive the basic paradigm of social media marketing.