The essence of an owned channel is to reach customers N times at a cost close to zero. To be more straightforward: being an owned channel is to reduce the cost of customer acquisition, and the same is true for overseas owned channels. Why more and more global expansion merchants are starting to operate owned channels can be seen from the current domestic and foreign marketing markets and the cross-border global expansion industry:
- In China, although the concept of owned-channel operations has not been awakened for a long time, many brand merchants have indeed started to develop it a long time ago, such asDrain customer acquisition from the public domain or other domains, and then combine it with owned-channel operations (such as soft marketing implantation, construction of software systems, and even cooperation with owned channel overall solutions) to monetize。
- Looking overseas, public domain traffic (such as Google placement) is becoming more and more expensive, customer acquisition at offline exhibitions is becoming more and more difficult, and coupled with the impact of the epidemic, offline transactions are becoming more and more difficult. Not to mention the impact of the Amazon account suspension incident, more and more people are awakening.We need to market independently and take the business into our own hands。
- Look at the marketing market,Social media goes mainstream, domestic users’ attention is focused on WeChat, Weibo, Douyin, and Xiaohongshu, while overseas users are on WhatsApp/Facebook/Tik Tok. The battle for social media is the battle for business. And as the pace of globalization becomes faster and faster, the information gap between consumers and merchants is getting smaller and smaller. Under this realistic background, merchants need to face consumers directly, communicate and conduct transactions directly with them.
Global expansion as an owned channel is an inevitable trend under various eras and a new turning point for global expansion merchants. If you are planning to do cross-border global expansion to sell small goods, but are hesitant about whether to do Amazon or an independent website; if you are doing a cross-border independent website, you are complaining about the high traffic costs; or maybe you are experiencing the difficulties of Amazon's account suspension...then the following content is suitable for you.
Below, Enjoy:
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These three articles can help you understand global expansionowned-channel marketing, brand global expansionDTC and WhatsAppowned channel (click on the title to view the original text):
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Building an owned channel is inseparable from social media. How to use WhatsApp (overseas version of WeChat) to do owned-channel operations and achieve a self-circulating model from traffic to conversion to repurchase to recommendation? You can read these articles:
How does DTC brand global expansion build a successful social owned-channel marketing model?
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If you have been involved in cross-border global expansion for many years and want to increase ROI and get more inquiries and conversions, then these articles are for you:
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How to make good use of WhatsApp as a social tool? Since 2018, we have been conducting relevant research and exploration, and have summarized these results into a WhatsApp operation map. Click here to learn more:
Be a cross-border seller and get a map of WhastAppowned-channel operations. You deserve it.
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