Owned channelglobal expansion looks for SocialEpoch, so what is an owned channel? What is an overseas owned channel? Are owned channels the opposite of the public domain? What is the point of doing owned-channel operations? There will always be similar soul questions in the process of our service.
owned audience, actually relative to public domain traffic and other domain traffic, refers to the marketing ownerSelf-owned groups that can be reached repeatedly at "zero cost" anytime, anywhere. For example, our personal friends on WeChat and group friends in the community are all owned audiences. The same analogy applies overseas to owned channels, such as WhatsApp friends, group friends, and other traffic that accumulates on merchants' own channels or platforms.
in this bookDTC brand global expansionowned-channel operations e-bookIn this article, we will focus on the discussion of social owned channels, because social owned channels are the most common form of owned channels. Starting from the current overseas user habits of online socialization and digitalization, it is also the easiest to realize the low-cost, unlimited, and direct access nature of owned channels.
From this perspective, domestic owned channels refer more to user groups based on the WeChat ecosystem;Overseas owned channels refer more to corporate private user pools using WhatsApp as a customer carrier.。
It is said that "the essence of owned channel is low-cost and unlimited direct access"
Because it is private, it can be reached at low cost or even zero cost; because it is settled on its own social platform or channel, it can be reached unlimited times without worrying about the supervision of public platforms; because it has one-to-one social links with users, it can be reached directly online in real time.
in the country, owned channels were once compared to fish ponds, and users were the big and small fish in the fish pond. In SocialEpoch's view, owned channels should not be compared to fish ponds, but rather to pastures. Ranchers and cows are emotionally connected. Only when ranchers take care of the healthy growth of cows can the cows produce milk and give birth to babies, and the entire ranch will continue to prosper and make profits.
Owned channel users can be reached unlimited times by merchants anytime and anywhere without the need for secondary traffic. These reusable user groups can be developed for secondary development to promote repurchases, increase customer unit prices, stimulate referrals, reduce customer acquisition costs, increase ROI (return on investment), and help merchants find growth in the existing market.
It can be said that what the low-cost and unlimited reach of social owned-channel marketing achieves for merchants is:
- Reduce customer acquisition costs;
- Precipitate enterprise user data assets;
- Achieve digital transformation of enterprise marketing.
The above three advantages are the reasons why many cross-border merchants start to operate overseas owned-channel operations. However, in fact, the driving force of cross-border merchants for owned-channel operations goes beyond this. There are also changes in the nature of retail, including people and goods, and the development of social/social media platforms that empower closed-loop transactions. They also think about shaping brand recognition and avoiding the risks of operating on a single platform. The specific reasons are in this bookDTC brand global expansionowned-channel operations e-book, you can find the answer.
In short, this bookDTC brand global expansionowned-channel operations e-bookContains five chapters:
The first basic article:
Here we explain the concept, essence and significance of overseas owned channels, as well as the connection with DTC brand global expansion. After reading this, you can have a clear understanding of overseas owned-channel operations;
The second practical chapter:
Here we talk about how to do a good job in overseas owned-channel operations from seven perspectives including overseas social media giants such as WA/FB/TT and customer acquisition/owned-channel operations/distribution fission/overall solutions;
The third practical chapter:
SocialEpoch combined past customer actual scenarios to explain how enterprises in five scenarios: cross-border salesB2B, cross-border B2C platform, DTC independent station, overseas social media players and mobile Internet global expansion can make good use of owned channels to empower corporate marketing operations;
The fourth case:
We have selected desensitized customer cases and introduced practical methods on the basis of hiding key customer data and protecting the privacy and rights of SocialEpoch customers. Please feel free to eat;
The fifth trend article:
SocialEpoch has always been deeply involved in the front lines of overseas owned-channel operations, social e-commerce and cross-border S2B2C models. It has also summarized some current and future prospects and thoughts on overseas owned channels, which are hereby presented.
All in all, this bookDTC brand global expansionowned-channel operations e-bookIt brings together the understanding and thinking of SocialEpoch people on overseas owned-channel operations, and we hope to use this to help you:Learn about overseas owned channels, empower cross-border marketing, information errors, and share practical strategies.
Scan the QR code belowYou can get it now.
