Global Digital Marketing & Retail by Alex 35
Global Digital Marketing & Retail by Alex 35
Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans. Welcome back! I summarized some great links again, I stumbled upon this week.
📈Growth teams combine product and marketing
I read this substack note from
and it’s worth sharing. I have always been in favor of cross-functional teams, also in marketing, sales, and customer service.Now, these growth teams are an enhancement from a SCRUM team, in my opinon. Scrum Teams primarily focus on delivering product features within a set timeframe (sprint), Growth Teams solely focus on optimizing the entire user funnel (Awareness to AARRR metrics) for growth. AARRR = Acquisition, Activation, Retention, Referral, Revenue.
Personally, I think my profile fits also in such kind of team, I like to experiment, test new ideas, and add features to a product. I see this as an enhanced SCRUM team. Worth realizing when thinking about organizational structures.
🇲🇽 Mexico: the greatest attraction in the world for investments
As Marco Castelli points out on X, there is a Gold rush of investments in Mexico.
Probably many Chinese companies behind the investments to diversify in case of future sanctions if anything happens…
I wrote earlier about Mexico here.
🇨🇳 Temu/Shein: app features
There is a lot of controversy on Temu/Shein. I won’t go into that, I do want to point out that I really like the creativity of the features these apps have.
As I currently do not have time to do an extensive article on Temu/Shein app features at this moment, I will share a couple of links, from others who did have time to do that a bit. It’s on my list to make a blog on it myself in the near future, where I describe value adding features of these apps in user story format. Coming up when I have a bit more time.
As I wrote before, there is much to learn from Chinese apps and mini-programs in terms of features and conversion optimization. Not only now, but already for a long time. When I lived in China, I was impressed by the completeness and easy of use (even for a foreigner) of the many mini-programs in We-Chat.
Customer loyalty is built on more than solely price or speed the third generation of players is transforming the customer experience through gamification, micro-incentives and social media communities.
As Shein adapts its model to face new challenges — from a network of low-cost manufacturers largely in China to new suppliers elsewhere in the world, and from a direct-to-consumer online model to offline or omnichannel retail —what has been its competitive edge could face some dilution and the stickiness of its core customer base may be challenged
https://bootcamp.uxdesign.cc/temu-shop-like-a-billionaire-a-product-teardown-82ce1d337d0a
https://www.crossborderalex.com/p/global-digital-marketing-and-retail-5b7
https://www.crossborderalex.com/p/global-digital-marketing-and-retail-c3a
McKinsey on gamification on Chinese apps like Temu/Shein
📻Podcast: Marketplaces: Navigating the Digital Storefront Landscape with Vinny O'Brien
Listened to this podcast (see below) on marketplaces and differences between countries yesterday. Vinny O’Brien gives us some insights on his views on Marketplaces. He also shares his perspective on the differences between marketplaces in the US and Europe. Great listen if you are interested in (cultural) differences and e-commerce strategy.
I put some interesting quotes from the podcast below, more in the full episode below.
Would it not make more sense to build up a sales profile and do it profitably through a marketplace such as Amazon or eBay or somewhere else? As much as the commercial reality, it's the idea that you get yourself to a level of operational excellence that is now considered the norm.If you think you're going to go and satisfy your community with a lesser experience, I think it’s a really foolish approach.
If you hear this Paco, forgive me, Paco came from Alicante with no English. Like, literally none, but his credentials on paper were brilliant and he and I were put together to build out the marketplace stream of our business. unbelievable to watch him work. But the way we started doing it,Mike was, I went back to the days in eBay, we drew stuff out.
Fun to listen, as I had a similar experience with developers who spoke limited or no English, and I had to explain by drawing (and I am not good at drawing), but in the end it worked! Great approach.
is acquisition, and you're, you’re told go where your customers are. And in direct-to-consumer land, we tend to think about it differently. We build out our product name, we give it its cool functional name that we want to want to call it and then we try and go find out where customers are and we leave out some of the attributes. So there's a probably an operational technical discipline that marketplaces put you through that.
I have seen this go wrong also, you need to get operational excellence and have all your product metadata and attributes in place.
It came up in Walmart's earning calls yesterday, earnings call, where they were saying people are buying more frequently, they're buying fewer items for higher price items. And that's an interesting shift. So I think we've got to wrap our heads around that.
The Mirakl, model and where they can get to like taking Mirakl, just specifically, they'll plateau. There's, there's not a world that exists today where they could ever have a thousand verified marketplaces, I don't think in mature markets can all live in the same place.
I worked with Mirakl software as well, Mirakl is a marketplace solution, used by many brands. I get his point.
Core marketplace services and it is the additional retail media networks. That's where they're saying, well, well, our next layer of revenue is going to come.
Now that’s something to dig more into, retail media networks.
🔎How to use Impression Share Analysis to get more conversions
For everyone managing Google Ad campaigns or an agency managing your campaigns, it might be valuable to dig into “impression share analysis”. This blog on adalysis describes how:
Impression Share is the percentage of times your ad was displayed compared to how often it was eligible to be displayed. Essentially, it is your share of voice metric. You can see this data at the campaign, ad group, or keyword level.
Lost IS (budget): This is how often the keyword did not display an ad because your budget was too low for you to enter that auction.
Loss IS (rank): This is how often the keyword did not display an ad because your ad rank (Quality Score, bid, ad extensions impact on the auction) was too low for you to enter that auction.
https://adalysis.com/blog/how-to-use-impression-share-analysis-to-get-more-google-ads-conversions/
Thank you for reading,
Alex
I am Alex Baar, I publish this weekly newsletter with links I find interesting on the topics: AI, cross-border e-commerce, marketing, retail, and Fintech. Subscribe if you like!