Competition in the entire industry has gone beyond product competition and has entered an era that requires sophisticated operations. Traffic operation and advertising are particularly important. The knowledge of marketing is also broad and profound, with many categories. From the perspective of market theory, the classic concepts of sales funnel, Kotler and 4P are very instructive.
However, e-commerce marketing is very practical. The market changes rapidly, competition is fierce and technology changes rapidly. Marketing channels, content, forms and communication are all evolving endlessly. It is difficult to say what the means are at this moment. It will still work tomorrow. The marketing of cross-border e-commerce (mainly refers to export, import is almost the same as domestic), because of factors such as language, geography, habits and culture, it also presents more international and overseas localization characteristics, and is completely based on the Internet. .
As an aside, among the seven major advertising media markets, namely the Internet, TV, newspapers, radio, magazines, point-of-sale, outdoor, etc., the Internet now accounts for most of the market share and is still growing rapidly. Although e-commerce companies post Print ads on subways and in light boxes are still everywhere, but it’s clear where there are bigger audiences and better communication.
Because e-commerce companies generally have excessive expectations for traffic and use traffic to drive product exposure (viewer), click-through rate (watcher) and conversion rate (conversion), many e-commerce companies “die” because of front-end marketing. Wanton profligacy, and out-of-control back-end supply chain mismatches. In addition to acquiring traffic, indicators such as the number of active users, conversions, retention, repurchase, and GMV are the ultimate reflection of benefits.
The media attributes of the Internet, searchability, and sharability have made online marketing an independent marketing branch that attracts traffic to websites and apps through various channels, retains customers, and converts them into transactions. The once-popular method of relying on technical tricks to proactively push blunt advertisements to target audiences, such as web page pop-ups, spam emails, inserting advertisements into videos, etc. This kind of push marketing is disgusting and is gradually being abandoned.
Schultz described viral marketing communication in “Integrated Marketing Communication”, creating points of interest, making marketing a spontaneous communication starting from the tipping point, rather than the oppressive information push of the past. From convincing to listening. Therefore, there is now more emphasis on pull marketing or content marketing, which attracts consumer groups by creating things that the target audience is interested in or valuable, such as pay-per-click advertisements, promotional coupons, soft articles, infographics, etc., and by optimizing the user’s access experience. Increase user traffic and retain users.