Meta探索式電商：2022跨境電商大促馬拉松-夏日購物季大促營銷手冊（123頁）.pdf

1、Meta內容MetaMeta413418427*572021$7,5952025$11:1. Statista2014-2025202222. SaleCycle1120211120251$982020/212($273$80)Prime11 . NPDNPD 202152 . Statista2017 - 2025202213 . Statista-20217$1,4472020230%20203: 1. Statista2006-202120221$210202135%20211Y Y1981199419962626- -41411. The Kasasa exchangeXYza2021

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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資料來源：2020年7月到8月的全球零售業重新出發研究（ Global Retail Re-emerge Study ）Facebook委托Ipsos進行的線上調查，對象為3612名美國地區18歲以上的民眾6/1. Facebook IQ202078Global Retail Re-emerge Study FacebookIpsos3612182.FacebookFacebook Seasonal Holidays Study FacebookYouGov;487718;20191212243.Industry Micro-shif

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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 資料來源： Statista， 2021 德國消費者愿意承擔可持續網購習慣的占比， 發布于2021年12月資料來源：1 Dynata, 2021 年電子商務趨勢Das Denken Online-Shopper, Uber Den Ha

8、ndel Von Morgen, 問券調查受訪對象為1010名18至64歲的德國地區數位買家，時間為2020年12月4日至16日。該次問券調查對德國地區數位買家人口極具代表性，2021年3月2. Facebook IQ資料來源,全球零售業重新出發研究,Facebook委托Ipsos進行的線上調查，對象為3612名德國地區18歲以上的民眾, 2020年7月到8月56784預售 (選擇性)夏日促銷開始清貨促銷商品規劃物流和管理操作營銷和促銷VSVS(DTC)(DTC)(DTC)夏日促銷定價策略List Price:$22.99Special Deal:$15.99 & FREE ReturnsCo

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12、rders over $69 More shipping infoIn Replenishment ADD TO BAG-+1Ship in 1-3 business daysStandard shipping: $5.99 Deliver to US in 7-10 business days Free delivery for orders over $69 More shipping infoADD TO BAG-+1In StockY2K2022 2022 2022* 概念圖僅供參考2022 2022 2022Coloro: 044-52-13 Coloro: 040-86-20Col

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18、tylecaster, 6,202232. Topfashion, : 2022/23,202233. Thezoereport, 9,20211220222022*概念圖僅供參考20221. ELLE2022202232. Cosmopolitan2022202233. Glamour1420223Messenger 1.COLORFULCASE2.Co mem HomeLabCo mem HomeLab(Polling Ad)互動工具是您集思廣益的“焦點小組”。投放調研廣告，參考投票結果開展大促活動。3.Pomelo2.3 8PomeloMessenger(Click-to-Messeng

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24、 Messenger 制定了營銷策略并設計了客戶體驗。公司首先以 Messenger 直達廣告為切入點，為夏季大促推廣引流?？蛻酎c擊廣告后會跳轉到 Messenger 對話窗口，進而與品牌互動并了解近期促銷活動。同時，ChicMe 還在 Messenger 中為客戶提供向更多人推薦品牌優惠的推薦碼。利用優惠券吸引潛在客戶訪問 ChicMe 網站有助于公司獲取新客戶，從而推動銷量增長。每成功推薦一位新客戶，推薦人就會收到一張限時優惠券，并可在大促期間使用。ChicMe 成功提升了其夏季大促活動的知名度和銷量。本次營銷于 2021 年 7 月 2 日至 10 日開展，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:/ * 的為可選欄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/測試2 2: : 下層漏斗目標測試組1 1（常規創意）組2 2（常規創意+ +視頻）/1200 x12,200/1.

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