If you use one word to describe the difficulties of overseas marketing in 2020, perhaps it is most appropriate to describe it as "internal and external attack"-the new crown epidemic outside and the privacy policy restrictions of third-party platforms have frequently hindered the layout of corporate advertising.

However, these limiting factors have also created new growth opportunities for companies and provided new ideas for overseas corporate marketing. Under this background, Morketing Global interviewed eclicktech and many other agencies that focus on overseas marketing, from third-party marketing Looking back at the marketing actions of overseas companies in 2020, and predicting the trend of overseas marketing in 2021?

General Manager of eclicktech Overseas Media｜Yang Ya
"Live streaming and short video marketing will eventually become popular overseas. It's just a matter of time."

Since 2019, live streaming and short video marketing have become a major outlet in the domestic marketing industry. Now this wind has blown overseas. From the video dominator Facebook to the rapidly popular TikTok, short video and live streaming platforms in overseas markets are emerging in endlessly.

According to incomplete statistics, in the past two years, the time people spend watching videos on mobile phones has increased by nearly 10 million minutes. Experts predict that in 2021, about 82% of global network traffic will be in the form of videos.

Live broadcast is even better than video. From Facebook's live broadcast data, it can be found that when users watch Facebook Live live video, they will spend 3 times longer than normal video, and the interaction in live broadcast is more than normal video. 6 times.

Yidian Tianxia, a third-party organization that is deeply engaged in international marketing, believes: "Nowadays, overseas shopping platforms have launched live broadcast functions, which is enough to prove that new media communication methods are favored by overseas users."

One, influencer marketing

Delving into the logic behind, Yang Ya, general manager of eclicktech overseas media, said: “A certain kind of business is often successful because it meets the needs of most people. When the birth of the Internet shows the whole world in front of users, users are often more willing to stop. Pass the time in a "looks reliable corner", and the external appearance of the e-commerce field is KOLs, communities, circles, fans, etc. They can provide services to users without disturbing them. This is their satisfaction The value of people’s needs."

Yang Ya believes that it is only a matter of time before models such as short video marketing, live broadcast delivery, and KOL marketing become popular overseas. For example, from 2019 to 2020, the growth of Internet celebrity marketing has increased the market size from US$6.6 billion in 2019 to US$9.7 billion in 2020, and there is no sign of slowing down. It is estimated that in 2022, Internet celebrity marketing is expected to become an industry worth 15 billion U.S. dollars, so the prospect of overseas celebrity marketing is very broad.

If influencer marketing can open up a new path for corporate growth, then branding can help companies go further.

2. Branded operation

The same emphasis is on building a brand, eclicktech has a different approach. Yang Ya said:

1. First, the brand must know who my users are, and clearly understand the style and style of what the target audience likes. Revolve around the values advocated by the brand and build the potential of the brand in diversified forms.

2. Secondly, in this process, high-quality products are inevitable for the extensive operation transformation of overseas enterprises, but high-quality products are still driven by the purchasing power of fast-spending users and will be driven by marketing for a period of time. It is worth noting that there is still a long way to go before boutiques turn to brands. Products that have no real meaning to accumulate brands are always in the anxiety of being quickly replaced, and companies are often large but not strong. If such a company is highly dependent on huge marketing investment, it is easy to suffer heavy losses in times of crisis such as the epidemic.

3. In addition, in recent years, as branded operations have been recognized by more and more companies, the diversification of operation methods has become the focus of corporate marketing and promotion. In addition to precise advertising, social media, Internet celebrities, and content marketing, The effects of marketing methods such as overseas fashion weeks have also become more prominent. What they have in common is that they all emphasize a marketing logic of "moisturizing things silently".

Three, summary

In general, in Yang Ya's view, the marketing trend of overseas companies in 2020 can be attributed to two points, and this trend will become more prominent in 2021:

First, emerging models such as live broadcast and short video will become a more popular choice for overseas companies on the road to branding. They can help brand building, help brands achieve deep localization, and further increase brand voice.

Second, content and branding have become an inevitable marketing trend for cross-border companies going overseas. In the future, more and more cross-border e-commerce companies will focus on brand building.