"Dry goods" extraordinary period, Google advertising marketing emergency strategy
In the extraordinary period, how should the marketing strategy be adjusted according to local conditions?
Winay combined with Google ads to give some marketing advice to help Chinese companies in the rapids can also be at the helm.
Mature and in the industry has accumulated a certain industry foundation of foreign trade enterprises:
Although faced with delays, on-time delivery difficulties, but because suppliers in other countries are difficult to quickly increase production capacity in the short term, as long as the relevant enterprises in the short term to maintain good customer relations, orders do not produce irreversible transfer, once the outbreak has resumed production, the quarter's order losses will be repaired.
Therefore, in the overall marketing at least to ensure that brand building and maintenance advertising is not affected, and focus on remarketing to inform buyers in a timely manner, such as buyers worried about the spread of the epidemic to express confidence, if there is false information to dispel rumors and prevent the spread of related rumors.
Small and medium-sized foreign trade enterprises subject to cash flow restrictions:
Accurate traffic sources, control conversion costs under the premise of increasing conversion rate, focusing on remarketing audience list of brand duplicate exposure, and focus on key national markets.
Production capacity is currently unable to resume work because the location of the plant or the city where the workers return to the country is a more severe area of the outbreak.
Work with local government agencies and industry associations to establish a sound foreign trade risk management mechanism, strengthen internal compliance, ensure the orderly rework of workers from non-epidemic areas, and enhance the ability to respond to risks.
Use digital means, such as remarketing and active communication with foreign sellers, so that the other side to generate confidence, stability of overseas markets.
With Google's big data, such as search trends, take risk alerts, know the size of trade risks in different countries, regions, and industries, and adjust the direction of operations and sales to minimize them.
Companies planning to participate in foreign exhibitions are unable to attend the exhibition due to the outbreak:
The original plan for offline exhibition budget for online promotion, through Google's massive platform and user data, so that the "single page landing page" turned into an online booth, one month before the start of the exhibition, to the exhibition end of a month to continue to promote.
Due to the impact of the outbreak, many foreign buyers in different degrees of China's foreign trade enterprises in logistics, supply, and even product safety issues, expressed reservations, resulting in a reduction in the submission rate of inquiries.Therefore, rather than avoid answering, Weiner suggested that companies take positive and positive measures to deal with the concerns of overseas buyers, and further establish the credibility of the enterprise.
Authoritative answerfrom the World Health Organization.
The market continues to decline, the survival of the fittest will accelerate, the strong and strong, the weak eliminated. Therefore, the outbreak is also a good opportunity to promote enterprise transformation and reform, hard work. Cost-saving efficiency will be a focus of this year's work, and the use of advanced tools such as digitalization and advanced analytics is imperative.
—— McKinsey & Company
At present, China's Ministry of Commerce and local governments have introduced a variety of policies to support foreign trade enterprises. Moreover, considering that the total value of foreign trade in the first quarter of the year is usually the smallest of the four quarters, if the outbreak can be brought under control as soon as possible, China's foreign trade will remain in the dying of the year.
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