For the many small and medium-sized enterprises doing business overseas online, they are finding that the cost of getting traffic is becoming more and more expensive, and the conversion from traffic to sales or inquiries is not satisfactory. Traffic is becoming more and more expensive and it has become a headache for many small and medium-sized enterprises.
In this regard, some people have suggested that in the past all the money is easy money. As China’s manufacturing costs gradually increase, now it is getting harder to make money. In addition to practicing the basic skills of product quality and research and development, changing the old and backward marketing methods, to plunge themselves into the current marketing competition model has become a necessary choice. Digital marketing, specifically content marketing in Hong Kong and China, has undoubtedly become an essential skill to succeed.
I tried to type in questions on Google and Quora about how one can learn digital marketing. The answers that I have gathered is that a marketer should have knowledge in the following areas:
- Social media marketing
- Digital analysis
- Inbound Marketing
- Email Marketing
Before we dive into digital marketing, we should understand something about branding. Digital marketing is about finding the right channels to distribute the right information, and branding is about solidifying an image for trust and following. Let’s take China as an example.
The world’s biggest online shopping day on Nov. 11 has ended with a new record sales of 213.5 billion yuan for Tmall, with 237 brands joined the “100 million yuan Club” ranks by the daily transaction volume in China.
For all the merchants, Double 11 is undoubtedly a good opportunity to enhance brand awareness and overall positive feelings among the customers. Facing the Tmall’s final score list in this e-commerce battle with over 180,000 brands competing, what troubles the minds of merchants is how a brand becomes “number one player” in sales, while other brands’ commercial conversion rate is not satisfactory.
The power of the brand is undoubtedly huge, and digital marketing in Hong Kong and China has evolved to become more strategic than ever. In the era of new media, the brand is not only the intellectual possession and endorsement of trust but also the largest traffic pool. By gaining fans’ attention and sticking to followers, the brand can obtain an endless flow of traffic, which can eventually be converted into purchasing power. Therefore, brand building is the top priority, in order to let the target customers take the initiative to get close to you.
Brand building & brand positioning
The most important step in brand building is to find the correct brand positioning, which is equivalent to the injection of the soul into the brand. It gives the brand a distinctive goal, vision and the foundation to be established in the market. Dyson’s performance with over 100 million sales on the Double 11 this year is a good example.
In 2012, Dyson formally entered China, where the small household appliance market was crowded, to say the least. At that time, Dyson faced the challenge of competing with Midea, Panasonic, Philips, FLYCO and other brands to seize the market. Dyson cleverly aimed at China’s 300 million middle class, taking advantage of consumers’ irrational consumption psychology, and positioned itself as a luxury good of the household appliance industry. As a result, Dyson has become a luxury in the hands of a few people, rather than a mass-market item that most people can afford. At the same time, Dyson has strengthened consumers’ brand recognition as “the Apple of household appliances” by virtue of its beautiful appearance, a strong sense of design, and good user experience.
During the Double 11 in 2016, when most brands focused on “big promotion” as the communication point, Dyson took “Let’s get more technical this Double 11″ as the slogan, because if the main theme is “Annual Lowest price” is not consistent with Dyson’s brand image. This strategy has made Dyson the Top4 brand of Tmall Double 11 small household appliance products in 2017, and successfully entered the “100 million yuan Club”. This year, Dyson won again! The pre-sale mode of Dyson Airwrap’s curling iron was started long before the Double 11, with a limited number of 200 pieces per day. For several consecutive days, the official store of Tmall was running out in seconds every day, laying a good foundation for Double 11 to become the best-seller.
Tmall Double 11 has entered its 10th year. In the upsurge of consumption upgrading, “stock clearance” and “promotion” are obviously no longer the sought-after keywords, replaced by “quality”, “smart-” and other words representing the willingness of the consumers to pay for the experience, quality, and premium brands.
After systematic and coherent brand building, it is necessary to retain old customers and cultivate new customers through thought-through traditional and digital marketing, and users gathered in all channels will eventually be unified into the brand.
New channels & content marketing
With the rise of the new generation of consumers, the young group born in the 1980s and 1990s has become the main force of consumption, especially in the internet shopping festivals such as Double 11. Accurately grasping the consumption demand and psychology of young people, diversified communication and interaction forms have become the key to the sales profit of many brands.
In the highly fragmented information age, in order to grasp the eyes of the young generation, unique, innovative, and topical promotional materials are essential. The brand should make good use of important time nodes to carry out efficient integration of resources and enhance the brand’s exposure so that the sound volume and sales volume of the products are continuously pulled and upgraded.
Now, Double 11 has evolved into a concentrated display and upgrade of brand creativity, marketing strategy, service, and influence. In the context of increasingly young consumer groups and increasingly diverse consumer demand, it is imperative for brands to identify brand positioning, strengthen the brand building, and then find the most appropriate marketing strategy, and actively embrace new trends, in order to become a leader in the new retail era.
What do you think can help brands improve the business conversion rate? Let’s brainstorm.