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Meta探索式电商:2022跨境电商大促马拉松-夏日购物季大促营销手册(123页).pdf

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Meta探索式电商:2022跨境电商大促马拉松-夏日购物季大促营销手册(123页).pdf

1、Meta内容MetaMeta413418427*572021$7,5952025$11:1. Statista. SaleCycle51$982020/212($273$80)Prime11 . NPDNPD 202152 . Statista2017 - 2025202213 . Statista-20217$1,4472020230%20203: 1. Statista$210202135%20211Y Y62626- -41411. The Kasasa exchangeXYza2021

2、 62. Kiboz2021 20215Z0- -25251. The Kasasa exchangeXYza2021 62. Kiboz2021 202153.Z 201811:1. Finical202232. Statista20212021103. Statista2020202174. Insider IntelligenceZ202212 2. .5656亿186%79%62%Y(24-39)X(40-54)(55 )202020205 53 376%202012#140%#2 #3 eBay32.937.241.646.150.855.677%79%80%8

3、2%84%85%202020224202520202020- -202520254Z20224100 Meta 78%78%62%62%Meta : 161%61%1. Meta202232. eMarketer2021696.7%50%58%29%12%Z(11-24)(25-40)X(41-55)(56)202120216 62 250%50%21. PracticalEcommerce2020202162. Janio2021949%49%$2,70$2,701 1202012三分之一2020112%12%54%54%43%43%31%31%31%31%12Stat

4、ista20212022229%29%55% 55% 。1: 202015%21. PayPal2022202232, Payments Journal202115W Public Relations5WPR 20202020171%71%83%73%60%18-3435-5455+51% 11% 45% Bright PeralPaper MartGymshark202010Source:28 Australian ecommerce revenue to reach us$32 billion by 2023, Written by Adam Monks | Aug 24, 2021 ,

5、esw76%72%71%70%68%/Facebook IQ资料来源:2020年7月到8月的全球零售业重新出发研究( Global Retail Re-emerge Study )Facebook委托Ipsos进行的线上调查,对象为3612名美国地区18岁以上的民众6/1. Facebook IQ202078Global Retail Re-emerge Study FacebookIpsos3612182.FacebookFacebook Seasonal Holidays Study FacebookYouGov;487718;20191212243.Industry Micro-shif

6、ts Monthly Tracker FacebookKantar Profiles1812350 20205510131. Post Nord2020202232. ecommerce guide202233. PracticalEcommerce2020202164. Meta202235. J.P. Morgan2020202236,1206,1202020 1$1,034$1,0341: :2#1#2eBay#3 eBay Classified92%2020143%43%$34$340 020205439%39%2020313%13%13%13%131 . EFA News202172

7、. Post Nord201920223:253%53%5251%46%1. 202172. Post Nord2020202230.0%2.0%2.0%2.0%6.0%19.0%21.0%29.3%48.0%appSwish, MobilePay, Vipps/Paypal2 2152%42%42%33%32%29%19%16%13%(B)2021 2021 资料来源: Statista, 2021 德国消费者愿意承担可持续网购习惯的占比, 发布于2021年12月资料来源:1 Dynata, 2021 年电子商务趋势Das Denken Online-Shopper, Uber Den Ha

8、ndel Von Morgen, 问券调查受访对象为1010名18至64岁的德国地区数位买家,时间为2020年12月4日至16日。该次问券调查对德国地区数位买家人口极具代表性,2021年3月2. Facebook IQ资料来源,全球零售业重新出发研究,Facebook委托Ipsos进行的线上调查,对象为3612名德国地区18岁以上的民众, 2020年7月到8月56784预售 (选择性)夏日促销开始清货促销商品规划物流和管理操作营销和促销VSVS(DTC)(DTC)(DTC)夏日促销定价策略List Price:$22.99Special Deal:$15.99 & FREE ReturnsCo

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18、tylecaster, 6,202232. Topfashion, : 2022/23,202233. Thezoereport, 9,202*概念图仅供参考20221. ELLE2022202232. Cosmopolitan2022202233. Glamour1420223Messenger 1.COLORFULCASE2.Co mem HomeLabCo mem HomeLab(Polling Ad)互动工具是您集思广益的“焦点小组”。投放调研广告,参考投票结果开展大促活动。3.Pomelo2.3 8PomeloMessenger(Click-to-Messeng

19、er Ad)4.MessengerGlobish Academy您的业务搞笑美妆AR舞蹈文化时刻Instagram 45%Instagram 2022 2 “”80%Reels40%ReelsInstagram2022263%18342019-20https:/ 2021Russell AthleticFredStaufferInstagramReels14BOSS x Russell Athletic 0.15BOSS Instagram1600%6.42021 9 27 10 17 Lo-Fi“”Reels9:16 60HavaianasReelsReelsReelsReels Beyon

20、d BiasReelsneyzonatransdiariodiivadoblacksteviegasrogerciponeyzonatransdiariodiivadoblacksteviegasrogercipoHavaianaszalando#zalandoDays #zalandoDays DirectInstagram启动宣传 + 倒计时贴图讲解活动规则与心愿单抢先看 + 分享心愿单直播提醒致谢 + 转发最终赠礼30 分钟与粉丝直播连线MetaMeta2-4: Messenger Messenger (Branded Content Ad) 40%Facebook 2020 2021

21、12 Meta MetaTribe Instagram Zeelool65%65%ZeeloolZeeloolZeeloolMeta Zeelool32%32%2x21REELSInstagram Reels ReelsReels 321Plantln3XReels 3PlantlnReels Instagram Reels PlantInA/BReels 30%Reels 26%Reels 26%31%Reels 31%75%/75%67%2020967%18/N=2,001N=1,034N=1,039N=1,019N=1,023N=1,022N=1,0762020920209Faceboo

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24、 Messenger 制定了营销策略并设计了客户体验。公司首先以 Messenger 直达广告为切入点,为夏季大促推广引流。客户点击广告后会跳转到 Messenger 对话窗口,进而与品牌互动并了解近期促销活动。同时,ChicMe 还在 Messenger 中为客户提供向更多人推荐品牌优惠的推荐码。利用优惠券吸引潜在客户访问 ChicMe 网站有助于公司获取新客户,从而推动销量增长。每成功推荐一位新客户,推荐人就会收到一张限时优惠券,并可在大促期间使用。ChicMe 成功提升了其夏季大促活动的知名度和销量。本次营销于 2021 年 7 月 2 日至 10 日开展,取得了以下成果:MARKETP

25、LACEWATCHBEAUTYBAG & PURSEGADGET+10kNew UserConnections+14%Content Views+9%Add to Cart+8%InitiatedCheckoutCRM 12 24 (DABA)90 90 180 24 123(Catalog)(Product Set)data feed)112(Conversions)ROAS(Conversions)ROAS(Value)2*10003BLKBogo Bogo $120https:/ Bogo $120https:/ Bogo $120https:/ * 的为可选栏3item_group_i

26、d: Facebook 20208Facebook 4.4 3.7X3.74.4X4.4300K30: /APPWeb: pixel, CAPI App: SDKiOS 14/APPSKU1-2MessengerReels1.2.501.Auto BidMin ROAS or Cost Cap30%2. ()1.-2.-30%Ads Manager3.-MetaMeta1 11: 1:2 2+ Reels+ Reels1: 1:ReelsKPIs: 2-4 200 x20012/测试2 2: : 下层漏斗目标测试组1 1(常规创意)组2 2(常规创意+ +视频)/1200 x12,200/1.

27、1 2.1 2.2 : 15%, MSP3 123/SDKKPI, 1 1: : 1: 1: : /: : /: : 2 2: : 2:2: : /: :/: : +2: +()vs. +: : Facebook Messenger KPI Messenger :/, MessengerMessenger , 1 1: : Messenger Messenger Messenger Messenger /Messenger(300 x )1014, 200/Messenger /: 15%, MSP :3 123/SDKMessenger Messenger /Messenger(15%, MSP1 1: : 1: 1: : : : Messenger: : , Messenger2 2: : 2:2: : : : Messenger: : , Messengervs : Messenger : Messenger Facebook 2 测试3 3: CTM Creative Test: CTM Creative Test组1 1(常规创意)组2 2(消息直达广告创意)/1MessengerMessenger (200 x )(1)1- 2,200/Messenger xxMeta探索式电商跨境电商大促马拉松 精彩资源一览https:/

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