跨境电商社交媒体营销本地化策略研究
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摘要
社交媒体营销本地化可以帮助跨境电商企业直接与海外市场用户建立精准联系,吸引更多流量,引导客户或潜在客户购买产品,提升订单的转化率,树立品牌知名度。但是企业在开展社交媒体营销本地化过程中,往往出现过于注重短期销售目标、错误识别当地市场、跨团队沟通障碍、与SEO职能分工不明确等问题。这需要企业建立跨团队沟通机制、用创意来回应本地文化和情感需求、研究统计数据调配企业资源、增强本地化视觉效果等策略来科学推进社交媒体营销本地化,服务跨境电商企业产品与价值的全球化。
Localization of social media marketing can help cross-border e-commerce enterprises directly establish accurate connections with overseas market users, attract more network traffic, guide customers or potential customers to purchase products, improve order conversion rate and build brand awareness. However, in the localization process, enterprises often pay too much attention to short-term sales goals and may misidentify the local market. There are also cross-team communication barriers and unclear SEO function division. A cross-team communication mechanism should be established to respond creatively to local cultural and emotional needs, to study statistics to well allocate corporate resources and to enhance the visual effect of localization.Only thus can we promote the localization of social media marketing in a scientific way and serve cross-border e-commerce enterprises in the globalization of their products and values.
Localization of social media marketing can help cross-border e-commerce enterprises directly establish accurate connections with overseas market users, attract more network traffic, guide customers or potential customers to purchase products, improve order conversion rate and build brand awareness. However, in the localization process, enterprises often pay too much attention to short-term sales goals and may misidentify the local market. There are also cross-team communication barriers and unclear SEO function division. A cross-team communication mechanism should be established to respond creatively to local cultural and emotional needs, to study statistics to well allocate corporate resources and to enhance the visual effect of localization.Only thus can we promote the localization of social media marketing in a scientific way and serve cross-border e-commerce enterprises in the globalization of their products and values.
引文
[1]Shintaro Okazaki,Charles R.Taylor.Social media and international advertising:theoretical challenges and future directions[J].International Marketing Review,2013(1):56-71.
[2]LAKO,Cristian.Which way website localization:Translation or Copywriting[J].Studia Universitatis Petru Maior-Philologia,2013(14):278-282.
[3]Antonio J.,Jara,María Concepción Parra,Antonio F.Skarmeta.Participative marketing:extending social media marketing through the identification and interaction capabilities from the Internet of things[J].Personal and Ubiquitous Computing,2014(4):997-1011.
[4]Henry Boateng,Abednego Feehi Okoe.Consumers’attitude towards social media advertising and their behavioural response:The moderating role of corporate reputation[J].Journal of Research in Interactive Marketing,2015(4):299-312.
[5]Dr.Nilesh Gokhale.Content Marketing-From Genesis to Future[J].Journal of Indian Management Research and Practices,2016(1):13-23.
[2]LAKO,Cristian.Which way website localization:Translation or Copywriting[J].Studia Universitatis Petru Maior-Philologia,2013(14):278-282.
[3]Antonio J.,Jara,María Concepción Parra,Antonio F.Skarmeta.Participative marketing:extending social media marketing through the identification and interaction capabilities from the Internet of things[J].Personal and Ubiquitous Computing,2014(4):997-1011.
[4]Henry Boateng,Abednego Feehi Okoe.Consumers’attitude towards social media advertising and their behavioural response:The moderating role of corporate reputation[J].Journal of Research in Interactive Marketing,2015(4):299-312.
[5]Dr.Nilesh Gokhale.Content Marketing-From Genesis to Future[J].Journal of Indian Management Research and Practices,2016(1):13-23.