Survey of operating conditions
(1) Advertising effectiveness
The effectiveness of advertising placed by enterprises can be measured from several aspects: the degree to which people are aware of the advertisement; the degree to which the advertisement changes the number of people who know the brand; the degree to which the advertisement changes people’s impression of the brand; and the degree to which the advertisement contributes to sales. The survey of advertising effectiveness can be entrusted to professional advertising companies. In recent years, behavioral advertising companies that have emerged and risen can effectively monitor the click-through rate and conversion rate of online advertisements, and formulate more targeted targeted advertisements based on users’ online search and purchase behaviors.
(2) Promotional effectiveness
In cross-border online marketing, there are many ways to promote sales, such as limited-time sales, special discount areas, and electronic coupons/coupons. Enterprises can monitor the website traffic and product purchases during the promotion period and compare them with the data before the promotion; they can also track and analyze the use of electronic coupons and coupons to further analyze the impact of such promotional methods on consumer purchasing behavior.
(3) Pricing strategy effect
For cross-border enterprises, in the network environment, product price information becomes transparent, and enterprise manufacturers can use cross-border network market research to understand the price situation of similar products of competitors. At the same time, enterprises investigate consumer demand through the Internet and other means, analyze and determine the type of consumer groups, demand levels and willingness to pay, and then set corresponding prices.
During market research, cross-border enterprises also need to collect information on the objective environment of the market, mainly involving relevant policies and laws and regulations formulated by different countries (or regions) in terms of law, economy and administrative management, among which special attention is paid to the collection, research and use of guiding policy information. In addition, it also includes some market management regulations promulgated by local governments and relevant management departments. For the research of such information, you can use search engines to search for the websites of government and trade organizations, and then log in to query, which is convenient and quick.