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(共25张PPT)
Unit 7
Cross-Border E-Commerce
Marketing Activities
Unit Objectives:
Learn about the promotion and marketing strategies of CBEC.
Learn the concepts of SEO and SEM.
Learn how to build a brand while doing CBEC transactions.
Unit 7 Cross-Border E-Commerce Marketing Activities
1
SEO
and
SEM
2
3
CONTENTS
目录
Brand Building
Promotion
and
Marketing
1
Promotion
and
Marketing
1. Learn the important holidays in the western countries, which are also sales days. Give a short introduction about these shopping holidays.
Warming-up
Part 1 Promotion and Marketing
(1) Valentine’s Day (6) Amazon Prime Day
(2) Easter (7) Halloween
(3) Mother’s Day (8) Black Friday
(4) Father’s Day (9) Christmas
(5) Children’s Day (10) New Year’s Eve
(1) Valentine’s Day
Valentine’s Day, also called Saint Valentine’s Day, is celebrated annually on February 14. Valentine’s Day is recognized as a significant cultural, religious, and commercial celebration of romance and romantic love in many regions around the world.
(2) Easter
Easter, also called Resurrection Sunday, is a festival and holiday commemorating the resurrection of Jesus from the dead, described in the New Testament as having occurred on the third day after his burial following his crucifixion by the Romans.
(3) Mother’s Day
Mother’s Day is a celebration honoring the mother of the family, as well as motherhood, maternal bonds, and the influence of mothers in society. It is celebrated on various days in many parts of the world, most commonly in the months of March or May.
Part 1 Promotion and Marketing
(4) Father’s Day
Father’s Day is a celebration honoring fathers and celebrating fatherhood, paternal bonds and the influence of fathers in society. Many countries in Europe and the Americas have adopted the U.S. date, which is the third Sunday of June.
(5) Children’s Day
Children’s Day is a commemorative date celebrated annually in honor of children, whose actual day varies by country. In 1925, International Children’s Day was first problem proclaimed in Geneva during the World Conference on Child Welfare, and since then is celebrated on 1 June in most countries.
(6) Amazon Prime Day
Amazon Prime Day falls on July 15th of every year, which is the date in which it was launched online in 1995. Amazon celebrates this special day by offering special deals, and more deals than Black Friday, to its prime members.
Part 1 Promotion and Marketing
(7) Halloween
Halloween or Hallowe’en (a contraction of Hallows’ Even or Hallows’ Evening), also known as All Halloween, All Hallows’ Eve, or All Saints’ Eve, is a celebration observed in several countries on 31 October, the eve of the Western Christian feast of All Hallows’ Day.
(8) Black Friday
Black Friday is an informal name for the Friday following Thanksgiving Day in the United States, which is celebrated on the fourth Thursday of November. The day after Thanksgiving has been regarded as the beginning of United States’ Christmas shopping season since 1952, although the term “Black Friday” did not become widely used until more recent decades.
Part 1 Promotion and Marketing
(9) Christmas
Christmas is an annual festival commemorating the birth of Jesus Christ, observed primarily on December 25 as a religious and cultural celebration among billions of people around the world.
(10) New Year’s Eve
New Year’s Eve, the last day of the year, is on 31 December. In many countries, New Year’s Eve is celebrated at evening social gatherings, where many people dance, eat, drink, and watch or light fireworks.
Part 1 Promotion and Marketing
Warming-up
2. Group Discussion.
Work in groups and discuss with you partner(s) regarding on how to efficiently promote a cell phone case on .
Part 1 Promotion and Marketing
Listening
Listen to the sentences of marketing and promotion of CBEC, try to fill in the blanks.
Part 1 Promotion and Marketing
（1）Marketing is the bridge between the product and the customer. A marketer uses the four
Ps—________, _____, , and —to communicate with the consumer.
The marketer must choose which is the best form of promotion for , so he or she will develop a marketing plan.
(3) Once the plan has been developed, a budget is set for the .
(4) is when a business decides which forms of communication it wants to use in
their marketing plan.
(5) Research is done that details ____________, segmentation, and budget.
product
price
place
promotion
the target audience
promotional campaign
Promotion
market research
Part 1 Promotion and Marketing
Speaking
A and B are classmates. They are discussing about the promotional activities of platform-inside of CBEC. Please try to role play the following dialogue, especially pay attention to the underlined parts.
Part 1 Promotion and Marketing
Tips: At any time, we should be knowledgeable about what we do, try to learn more and be innovative during learning and working.
KEY WORDS AND EXPRESSIONS
1
sales promotions 销售促销
Sales help them convert better. 促销让商品更好转化
buy-one-get-the-second-50%-off 第二件半价
Pre-sale section for New Arrivals 新品预售
in brick and mortar stores 在实体店
divides their sale section by discount 按折扣化区
expire within 24 hours 24小时内失效
a fear of missing out (FOMO) 害怕错过
Countdown Cart 倒计时购物车
free shipping 包邮
buy-one-get-one (BOGO) free deal 买一送一
Part 1 Promotion and Marketing
优惠券具有即时性和灵活操作的特点，几乎是所有店铺的标配营销工具。
不妨回想一下，为什么节日大促的营销活动和优惠券使用率要高于平时？除了流量集中、优惠额度大的因素外，很大原因来自于预热期“限量”、“限时”的宣传效应。
讨论：优惠券为什么要“限量”、“限时”？
Part 1 Promotion and Marketing
Reading
Read the passage with these questions in your mind:
What is Social Networking Service
How does social networking work
What are the benefits of social networking for business
Part 1 Promotion and Marketing
Tips: We should always “stay hungry, stay foolish” when we learn or work and can accept criticism and keep improving.
connect /k nekt/ v. 连接
engage / n ge d / v. 吸引
recognition / rek ɡ n n/ n. 识别度
loyalty / l lti/ n. 忠诚度
accessible / k ses bl/ adj. 易接近的
recognizable / rek ɡna z bl/ adj. 易于识别的
frequent / fri kw( )nt/ adj. 频繁的
retain /r te n/ v. 保留，维持
conversion /k n v n/ n. 转化
interaction / nt r k n/ n. 互动
complement / k mpl m( )nt/ v. 补充
authority / θ r ti/ n. 权威
legitimate /l d t m t/ adj. 合法的
credible / kred bl/ adj. 可靠的
trustworthy / tr stw i/ adj. 可信赖的
demonstrate / dem nstre t/ v. 展示
immediately / mi di tli/ adv. 立即
spread /spred/ v. 传播
virtual / v t u l/ adj. 虚拟的
Words and Expressions：
Part 1 Promotion and Marketing
Facebook, Twitter, LinkedIn, YouTube, and Instagram
Part 1 Promotion and Marketing
Marketers use social networking for increasing brand recognition and encouraging brand loyalty.
营销人员使用社交网络来提高品牌认知度和鼓励品牌忠诚度。
Marketers use social networking service for improving conversion rates.
营销人员使用社交网络服务来提高转化率。
Social networking can help establish a brand as legitimate, credible, and trustworthy.
社交网络可以帮助建立一个合法、可信、值得信赖的品牌。
Exercises：
(1) Fill in the blanks to complete the translation of the following sentences.
① 网店可以在上面提到的网站中成立一个虚拟社区。
Online store can form a __________________at one of the forum sites above.
② 2019 年，最受欢迎的社交网络是脸书。
The most popular ________________ of 2019 is Facebook.
③ 平台有个电子商务标签，可以查看交易、盈利和转化率的数据。
There is an E-commerce tab on the platform that gives you transactions, revenue,
and ______________ data.
virtual community
social networking
conversion rate
Part 1 Promotion and Marketing
Exercises：
(1) Fill in the blanks to complete the translation of the following sentences.
④ 营销人员利用社交网络来提高品牌认知度和鼓励品牌忠诚度。
Marketers use social networking for increasing _______________and encouraging _________________.
⑤ 对跨境电子商务企业而言，建立可信赖的品牌至关重要。
For cross-border e-commerce companies, building ________________is crucial.
brand recognition
brand loyalty
trustworthy brand
Part 1 Promotion and Marketing
Exercises：
(2) Discuss and answer the following questions.
① What is SNS
___________________________________________________________________
___________________________________________________________________
② How many social networks sites are mentioned in the text And what are they
__________________________________________________________________
Facebook, Twitter, LinkedIn, YouTube, and Instagram.
③ How can marketers use social networking to increase brand recognition and
encourage brand loyalty
______________________________________________________________________________________________________________________________________
It makes a company more accessible to new customers and more recognizable for existing customers, social networking helps promote a brand’s voice and content.
SNS is shorten for social networking service. It is the use of Internet-based social media sites to stay connected with friends, family, colleagues, customers, or clients.
Part 1 Promotion and Marketing
Exercises：
(2) Discuss and answer the following questions.
④ What are the benefits of Social Networking for business
____________________________________________________________________________________________________________________________________________________
Improving conversion rates; may complement the company’s offerings and encourage others to buy the products or services; establish a brand as legitimate, credible, and trustworthy, etc.
⑤ What are the disadvantages of Social Networking in Marketing
____________________________________________________________________________________________________________________________________________
Criticism of a brand can spread very quickly on social media. This can create a virtual headache.
Part 1 Promotion and Marketing
Exercises：
(3) Case Study.
What well-known social media platforms do you know Please select any platform for detailed feature analysis, including characteristics, population, user usage, etc., and select one or two product marketing cases on the social platform for analysis, pointing out their advantages and disadvantages.
Part 1 Promotion and Marketing
(3) Case Study.
Facebook offers a compelling environment from which to host a promotion or giveaway on your Business Page. You can use your Page as a starting point with a link to your website for promotion entry details or have the entire promotion contained within the Facebook community.
For example, to entice sales, Shutterfly came up with a promotion to offer a free personalized ceramic mug. And the audience they chose to target Mums with kids at home. Now that’s a pretty specific niche. But using Facebook’s Offer Claims feature, Shutterfly could reach out to their target audience and distribute a unique, single-use offer code to each person who clicked its ad.
Exercises：
Part 1 Promotion and Marketing

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