Global Digital Marketing & Retail by Alex 13
Global Digital Marketing & Retail by Alex 13
Inspiration from across the world
🔖Alex Ad library: advertising examples in a short video
Sometimes I like just to browse some (video) ads, and to see which framework they use and how the ads are set up.
Recently I did this again. I put a few of those successful ads in a video, so you can also take a look and maybe use or test these elements or frameworks in your own ads. You can find all of these ads in the facebook ad library.
I wrote in the video some comments on the elements used in the advertisements.
In the video you will see:
Use text in the video ads is a common best practice.
Split-screen video ads can have advantages.
A carousel ad in video format with a stop element grabs attention.
Ads content based on review/comments research and tackling the pain points directly in the video ad is highly recommended.
An example of the “pain, agitate, solve” framework in an ad.
A great example of a testimonial-style ad.
💾An infographic to save: six powerful business frameworks
Sometimes you find infographics that are worth saving. You never know when you need them. This one is such an infographic. These are six powerful business frameworks:
1/ SWOT Part I - Analysis
2/ SWOT Part II - KSFs
3/ Porter's Value Chain
4/ Ansoff Growth Strategy
5/ BCG Growth Share Matrix
6/ TAM SAM SOM Market Sizing
😀Lululemon: thinking out of the box on marketing
An inspirational video with the founder of Lululemon, that helps think out of the box in marketing.
At 32 years old, Chip Wilson was diagnosed with/ a rare type of muscular dystrophy making it difficult for him to walk - this led him to try yoga which helped relieve his back pain While doing yoga, he came up with/ the idea to make stylish and functional yoga apparel for women.
Who is your target customer? Many companies don’t know but Lululemon was very much focused on their target customer. They knew their biggest pain points for their more or less 32-year-old professional woman, were short in time and looking good. That they needed to solve.
On Marketing: we were out of money, but we knew we had something phenomenal. So phenomenal that we are going to surpass Nike. In a previous ski & snowboard company Chip Wilson, could not afford to sponsor a snowboarder, so he chose a different path. He went to a mountain and picked three people who were not good enough to be sponsored but liked by the community. He made them testers of their clothes and in return, they needed to tell them everything about the snowboard scene and feedback on the products. A little similar was his approach for Lululemon.
With Lululemon he had a store not visible from the main street. He had Yoga clothes to sell. The idea Chip had was to give space in his store for free to yoga teachers. They could offer cheap lessons and earn money, in his store and their customers were exposed to Lululemon’s yoga products.At the end of 2022, Lululemon is one of the most successful apparel companies in the world and the 2nd largest company only behind Nike in its category.
🇻🇳 E-commerce in Vietnam, some background
Vietnam is a great country. When I first visited, I immediately knew I loved this country. I traveled mostly in the South and I always liked the bustling atmosphere, beautiful scenery, and friendly people and the retail that is everywhere. I have seen the transformation from mostly markets to professional retail outlets.
For example, what I remember from my last visit was this building. The Cafe Apartment Building. This was originally built in the 1950s for American military officers and high-ranking officials working for the South Vietnam government. as a residential building. I remember it was still residential the first time I visited Vietnam. Now it is completely remodeled into a retail space with lots of tiny restaurants and shops inside, often not larger than an apartment room. It’s great fun and even more great views from the various balconies. At night it is very “Instagrammable” when every “apartment” has its own lights.
So I always keep an eye on Vietnamese commerce. Today I read a few articles on the major e-commerce platforms in Vietnam: Shopee, Lazada, TikTok Shop, and Tiki.
Shopee (Singapore), Lazada (Singapore), TikTok Shop (Chinese), and Tiki (Vietnamese) all use live streaming and affiliate marketing to attract buyers. Tiki stands out as a local Vietnamese platform and it is always interesting to dive into that and see what makes local platforms special and how they localize.
75% of Vietnamese consumers were optimistic about the country's economic growth. 55% of Vietnamese consumers said they would spend even more money in 2024.
Shopee and Lazada were the leaders in terms of the value of products sold. Shopee sold products worth $22.7 billion, while Lazada sold products worth $3.85 billion. TikTok Shop and Tiki were the leaders in terms of the average value of products sold.
I dug a bit into Tiki but there isn’t a lot found on the English web. So I need to visit Vietnam to understand better.😉 I did find an older video on Tiki, the local Vietnamese platform that started as a bookstore. Switch on the closed captions, and it is easy to understand.
🇨🇳 More Chinese platforms are introducing a customer-friendly refund-only policy on their marketplaces
Meanwhile, in China, marketplaces like JD.com and Taobao have introduced a new refund policy, copying Pinduodo. In practice, it means that in case of a dispute between a seller and a customer that is not resolved within 48 hours, the platform can automatically give a refund to the customer on behalf of the seller.
Note that this is not (yet) a policy at Amazon where sellers are responsible for issuing a refund to a customer. I think this might be something Amazon will copy from the Chinese platforms in the future and if Amazon does many smaller platforms will follow.
It’s interesting how they are going to implement it because a lot of judgment will be done by AI.
Liu said that integrating large-scale artificial intelligence (AI) models to determine the applicability of the "refund only" policy may be a potential means for e-commerce platforms to better implement the policy. The use of large-scale AI models may not only greatly improve the accuracy and efficiency of the judgment, but also significantly reduce the misjudgment caused by human factors.
The process is of course consumer friendly and that aspect generates very loyal customers.
The policy, however, has played an essential role in improving the shopping experience on Pinduoduo and enabled the platform to attract loyal users, which made it tougher for JD.com and Taobao to vie for those shoppers’ business, according to Zhuang Shuai, founder and chief analyst at market consultancy Bailian.
The Beijing-based company, which also promised sales staff a raise in the new year, can intervene in such disputes based on the complaint lodged by a consumer and the track record of the third-party merchants on the platform, according to its policy page.
https://www.globaltimes.cn/page/202312/1304447.shtml
Thank you for reading,
Alex