Effective Advertising Channels and Models for Cross-border E-commerce

Cross-border E-commerce Advertising Channels and Models

1. Advertising Placement Modes

(1) Different Placement Mindsets

Each advertising placement channel has its unique advantages and applicable situations. Therefore, before making the finished advertisement, the expected goals, budget, and brand requirements for placing the advertisement should be determined first. Based on this information, the most suitable channel or a combination of multiple channels should be chosen for advertising placement.

For example, for start-up brands or newly-built independent websites, the primary purpose of advertising placement should be to increase exposure and enhance consumers’ trust in the brand. Therefore, it is suitable to use a large number of genuine amateur or KOC evaluations and promotions on social media platforms, or to conduct promotional activities in mainstream media outlets in the target area to quickly gain a certain amount of influence in the area.

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For cross-border e-commerce enterprises with a certain scale, they already have a consumer group and fans with a certain scale. In this case, what the enterprise needs to do is not to improve the spread of the company’s reputation and attract fans, but to convert fans and solidify consumers. Therefore, the advertising placement channel that is more suitable to adopt is to place long-term advertising on platforms that the target audience generally perceives as reliable, highlighting the reliability of the brand. For example, mainstream large media structures closely related to daily life, such as TV, radio, center square screens, subway mobile media, etc., or find famous KOLs on social media to recommend, thereby increasing the trust weight in the potential customers’ minds, which can not only promote repeat purchases by existing consumers but also accelerate the decision-making process of more potential consumers or unrewarded fans.

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(2)

Common Advertising Channels

Advertising Placement

1	Native Advertising: Native advertising is a form of advertisement that blends in with the content, matching the style and layout of the surrounding content. Native advertising can provide a natural advertising experience for users when they browse the web, increasing click-through and conversion rates. Cross-border sellers can buy native ad space on relevant news sites, blogs, or applications to attract users to visit independent sites or links to products and promotions.
2	Email Advertising: By building an email list, sending regular emails to subscribers, introducing new products, promotional activities, or brand stories with true emotions. With carefully designed email content and effective sending actions, users can be attracted to click on links in the email, visit independent sites or links to new products and promotions, and make purchases or participate.
3	Video Advertising: Utilize video platforms, especially social media platforms that support video functions, such as advertising on YouTube, Douyin, TikTok, etc. Video ads are vivid and attractive, and can better convey brand information and product features. By creating video content related to target audience preferences and placing ads at appropriate times, more users can be attracted to watch and click to enter independent sites or store links. For this type of advertising, the effect is often better because the platform can use big data technology to more accurately control the group of people targeted by advertising and achieve targeted advertising.
4	Offline Advertising: Although cross-border e-commerce business is mainly conducted online, offline advertising can still provide a certain amount of brand exposure and off-site traffic. For example, advertising on relevant industry exhibitions, events, or local media, this type of advertising relies on resource exchange between interest circles, which can also attract the attention of potential customers in small but effective ways and guide them to visit the target links.

However, no matter which advertising channel is chosen, it is necessary to ensure that the advertising content is consistent with the image of the enterprise and brand, and needs to be attractive and unique, showing its own unique side in the uniform advertising content, so as to arouse the interest of potential customers.

2.

Advertising Placement Techniques

Placement Techniques

1	Before placing ads, clear goals, budgets, and strategies should be established and adjusted and optimized according to actual situations. At the same time, it is recommended to conduct A/B testing and compare the effects of different advertising channels and creativity to find the most effective combination.
2	Pay attention to the timing and frequency of advertising placement, and choose the best placement time according to the online time and behavior habits of the target audience to ensure that the advertising can get more exposure and clicks. At the same time, control the frequency of advertising to avoid user fatigue and discomfort caused by excessive placement.
3	After the advertising behavior starts, it is necessary to regularly monitor, track, and evaluate the effectiveness of advertising placement, and use website analysis tools and data reports provided by advertising platforms to understand the click-through rate, conversion rate, and ROI (return on investment) of advertising. According to the feedback of data, optimize and adjust to improve the effectiveness and return of advertising placement.

In summary, advertising placement is a dynamic process. Cross-border sellers should choose appropriate advertising channels and strategies, establish clear goals and budgets, and conduct continuous monitoring and optimization to enhance brand exposure and obtain off-site traffic. However, cross-border sellers still need to continuously learn and adapt to market changes in order to maintain competitive advantages and sustainable brand growth.

III

Advertising and Marketing Model

After having a comprehensive advertising plan, it is necessary to develop and execute a set of marketing strategies tailored to the advertising, including social media marketing, content marketing, etc., to increase the range of the advertising campaign and the feedback effect.

Marketing Model

1	Establish official brand accounts on social media platforms such as Facebook, Instagram, Twitter, etc., to create brand image and activate fans and potential consumers;
2	Create valuable content, such as blog articles, buying guides, product reviews, etc., on the official accounts of mainstream platforms mentioned above, to establish a reliable and highly professional brand image and corporate positioning;
3	Actively participate in industry exhibitions, online activities or cooperative promotions, cooperate with other brands or websites to increase exposure, and demonstrate the brand’s position in specific industries;

Marketing strategies also need to be regularly evaluated and adjusted according to the advertising cycle and frequency to adapt to changes in the market and user demand. Marketing is more about building brand image and trust, so don’t forget to provide customers with high-quality products and services to meet their needs and establish a good reputation.

It is more beneficial to establish long-term relationships with customers and maintain contact and interaction with them through regular email marketing and promotional activities. Customer reviews and recommendations can also be displayed on social media platforms to increase brand trust and reputation.

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