课件跨境电子商务英语 Unit 7 .pptx

跨境电子商务英语Unit 7 Cross-Border E-CommerceMarketing Activities Unit Objectives: Learn about the promotion and marketing strategies of CBEC. Learn the concepts of SEO and SEM. Learn how to build a brand while doing CBEC transactions.Unit 7 Cross-Border E-Commerce Marketing Activities1SEO and SEM23C O N T E N T S目 录Brand BuildingPromotionandMarketing1PromotionandMarketingLearn the important holidays in the western countries, which are also sales days. Give a short introduction about these shopping holidays.Warming-upPart 1 Promotion and Marketing(1) Valentines Day (6) Amazon Prime Day(2) Easter (7) Halloween(3) Mothers Day (8) Black Friday(4) Fathers Day (9) Christmas(5) Childrens Day (10) New Years Eve(1) Valentines DayValentines Day, also called Saint Valentines Day, is celebrated annually on February 14. Valentines Day is recognized as a significant cultural, religious, and commercial celebration of romance and romantic love in many regions around the world.(2) Easter Easter, also called Resurrection Sunday, is a festival and holiday commemorating the resurrection of Jesus from the dead, described in the New Testament as having occurred on the third day after his burial following his crucifixion by the Romans.(3) Mothers DayMothers Day is a celebration honoring the mother of the family, as well as motherhood, maternal bonds, and the influence of mothers in society. It is celebrated on various days in many parts of the world, most commonly in the months of March or May.Part 1 Promotion and Marketing(4) Fathers DayFathers Day is a celebration honoring fathers and celebrating fatherhood, paternal bonds and the influence of fathers in society. Many countries in Europe and the Americas have adopted the U.S. date, which is the third Sunday of June.(5) Childrens DayChildrens Day is a commemorative date celebrated annually in honor of children, whose actual day varies by country. In 1925, International Childrens Day was first problem proclaimed in Geneva during the World Conference on Child Welfare, and since then is celebrated on 1 June in most countries. (6) Amazon Prime DayAmazon Prime Day falls on July 15th of every year, which is the date in which it was launched online in 1995. Amazon celebrates this special day by offering special deals, and more deals than Black Friday, to its prime members.Part 1 Promotion and Marketing(7) HalloweenHalloween or Halloween (a contraction of Hallows Even or Hallows Evening), also known as All Halloween, All Hallows Eve, or All Saints Eve, is a celebration observed in several countries on 31 October, the eve of the Western Christian feast of All Hallows Day.(8) Black FridayBlack Friday is an informal name for the Friday following Thanksgiving Day in the United States, which is celebrated on the fourth Thursday of November. The day after Thanksgiving has been regarded as the beginning of United States Christmas shopping season since 1952, although the term “Black Friday” did not become widely used until more recent decades.Part 1 Promotion and Marketing(9) ChristmasChristmas is an annual festival commemorating the birth of Jesus Christ, observed primarily on December 25 as a religious and cultural celebration among billions of people around the world.(10) New Years EveNew Years Eve, the last day of the year, is on 31 December. In many countries, New Years Eve is celebrated at evening social gatherings, where many people dance, eat, drink, and watch or light fireworks.Part 1 Promotion and MarketingListeningListen to the sentences of marketing and promotion of CBEC, try to fill in the blanks.Part 1 Promotion and Marketing（1）Marketing is the bridge between the product and the customer. A marketer uses the four Ps_, _, , and to communicate with the consumer.(2) The marketer must choose which is the best form of promotion for , so he or she will develop a marketing plan.(3) Once the plan has been developed, a budget is set for the . (4) is when a business decides which forms of communication it wants to use in their marketing plan.(5) Research is done that details _, segmentation, and budget.productpriceplacepromotionthe target audiencepromotional campaignPromotionmarket researchPart 1 Promotion and MarketingSpeaking A and B are classmates. They are discussing about the promotional activities of platform-inside of CBEC. Please try to role play the following dialogue, especially pay attention to the underlined parts.Part 1 Promotion and MarketingKEY WORDS AND EXPRESSIONS1 sales promotions 销售促销 Sales help them convert better. 促销让商品更好转化 buy-one-get-the-second-50%-off 第二件半价 Pre-sale section for New Arrivals 新品预售 in brick and mortar stores 在实体店 divides their sale section by discount 按折扣化区 expire within 24 hours 24小时内失效 a fear of missing out (FOMO) 害怕错过 Countdown Cart 倒计时购物车 free shipping 包邮 buy-one-get-one (BOGO) free deal 买一送一Part 1 Promotion and Marketing优惠券具有即时性和灵活操作的特点，几乎是所有店铺的标配营销工具。不妨回想一下，为什么节日大促的营销活动和优惠券使用率要高于平时？除了流量集中、优惠额度大的因素外，很大原因来自于预热期“限量”、“限时”的宣传效应。讨论：优惠券为什么要“限量”、“限时”？Part 1 Promotion and MarketingReading Read the passage with these questions in your mind:1. What is Social Networking Service?2. How does social networking work?3. What are the benefits of social networking for business?Part 1 Promotion and Marketing connect /knekt/ v. 连接 engage /nged/ v. 吸引 recognition /reknn/ n. 识别度 loyalty /llti/ n. 忠诚度 accessible /ksesbl/ adj. 易接近的 recognizable /reknazbl/ adj. 易于识别的 frequent /frikw()nt/ adj. 频繁的 retain /rten/ v. 保留，维持 conversion /knvn/ n. 转化 interaction /ntrkn/ n. 互动 complement /kmplm()nt/ v. 补充 authority /rti/ n. 权威 legitimate /ldtmt/ adj. 合法的 credible /kredbl/ adj. 可靠的 trustworthy /trstwi/ adj. 可信赖的 demonstrate /demnstret/ v. 展示 immediately /miditli/ adv. 立即 spread /spred/ v. 传播 virtual /vtul/ adj. 虚拟的Words and Expressions：Part 1 Promotion and Marketing Facebook, Twitter, LinkedIn, YouTube, and InstagramPart 1 Promotion and MarketingMarketers use social networking for increasing brand recognition and encouraging brand loyalty.营销人员使用社交网络来提高品牌认知度和鼓励品牌忠诚度。营销人员使用社交网络来提高品牌认知度和鼓励品牌忠诚度。Marketers use social networking service for improving conversion rates.营销人员使用社交网络服务来提高转化率。营销人员使用社交网络服务来提高转化率。Social networking can help establish a brand as legitimate, credible, and trustworthy.社交网络可以帮助建立一个合法、可信、值得信赖的品牌。社交网络可以帮助建立一个合法、可信、值得信赖的品牌。Exercises：(1) Fill in the blanks to complete the translation of the following sentences. 网店可以在上面提到的网站中成立一个虚拟社区。Online store can form a _at one of the forum sites above. 2019 年，最受欢迎的社交网络是脸书。The most popular _ of 2019 is Facebook. 平台有个电子商务标签，可以查看交易、盈利和转化率的数据。There is an E-commerce tab on the platform that gives you transactions, revenue,and _ data.virtual communitysocial networkingconversion ratePart 1 Promotion and MarketingExercises：(1) Fill in the blanks to complete the translation of the following sentences. 营销人员利用社交网络来提高品牌认知度和鼓励品牌忠诚度。Marketers use social networking for increasing _and encouraging _. 对跨境电子商务企业而言，建立可信赖的品牌至关重要。For cross-border e-commerce companies, building _is crucial.brand recognitionbrand loyaltytrustworthy brandPart 1 Promotion and MarketingExercises：(2) Discuss and answer the following questions. What is SNS?_ How many social networks sites are mentioned in the text? And what are they?_Facebook, Twitter, LinkedIn, YouTube, and Instagram. How can marketers use social networking to increase brand recognition andencourage brand loyalty?_It makes a company more accessible to new customers and more recognizable for existing customers, social networking helps promote a brands voice and content.SNS is shorten for social networking service. It is the use of Internet-based social media sites to stay connected with friends, family, colleagues, customers, or clients.Part 1 Promotion and MarketingExercises：(2) Discuss and answer the following questions. What are the benefits of Social Networking for business?_Improving conversion rates; may complement the companys offerings and encourage others to buy the products or services; establish a brand as legitimate, credible, and trustworthy, etc. What are the disadvantages of Social Networking in Marketing?_Criticism of a brand can spread very quickly on social media. This can create a virtual headache.Part 1 Promotion and MarketingExercises：(3) Case Study.What well-known social media platforms do you know? Please select any platform for detailed feature analysis, including characteristics, population, user usage, etc., and select one or two product marketing cases on the social platform for analysis, pointing out their advantages and disadvantages.Part 1 Promotion and Marketing(3) Case Study.Facebook offers a compelling environment from which to host a promotion or giveaway on your Business Page. You can use your Page as a starting point with a link to your website for promotion entry details or have the entire promotion contained within the Facebook community.For example, to entice sales, Shutterfly came up with a promotion to offer a free personalized ceramic mug. And the audience they chose to target? Mums with kids at home. Now thats a pretty specific niche. But using Facebooks Offer Claims feature, Shutterfly could reach out to their target audience and distribute a unique, single-use offer code to each person who clicked its ad.Exercises：Part 1 Promotion and Marketing2SEO and SEMWrite down the Chinese names of the following search engines, and use the example below to give a short introduction to each of them.Warming-upPart 2 SEO and SEM Example:Baidu: Founded back in 2000, Baidu is a world-famous Chinese search engine. With this web-based search engine, you will be able to get results of different queries in the form of text, images, audio files, and websites.(1) Google: As we all know very well that Google Search Engine is the most widely used search engine in the world right now, so obviously the first search engine that makes to our list of top internet search engines is Google. More than 70% of search engine traffic is being managed by Google.(2) Bing: Bing web search engine is developed by Microsoft and was launched back in 2009. Developers work constantly in order to provide the best updates for improved user experience in the Bing search engine. Bing was developed to compete with Google but the search engine failed to get the attention that it deserved as Google is ruling the search engine hub for years.(3) MSN: MSN is a web portal and related collection of Internet services and apps for Windows and mobile devices, provided by Microsoft and launched on August 24, 1995, the same release date as Windows 95.The Microsoft Network was initially a subscription-based dial-up online service that later became an Internet service provider named MSN Dial-up.(4) Yahoo: Yahoo (YAHOO!) is the third popular search engine that makes our list of wards top 20 engines 2020. Yahoo Search Web Search is one of the oldest search engines in the history of search engines. The search engine giant Yahoo was founded by Jerry Yang and David Filo in January 1994 as “Jerry and Davids guide to the World Wide Web”.(5) AOL: AOL was started in 1983 and was known as Control Video Corporation at that time. In 1991 its name was changed to American Online and in 2009 it was renamed as AOL Inc. The company is located in New York and provides services like AOL Platform and AOL advertising.(6) A: A was founded in 1995 and is based on a question/answer platform. You can ask any question or browse thousands of questions that are already available on the website and get answers to your queries.Part 2 SEO and SEM ListeningListen to the following sentences and fill in the blanks.Part 2 SEO and SEM (1) SEO stands for _optimization. search engine (2) SEO is the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through _ (also known as “organic”) search engine results.non-paid(3) If knowing _is one side of the SEO coin, delivering it in a way that search engine crawler can find and understand is the other.audiences intent (4) Search engines are _. They scour billions of pieces of content and evaluate thousands of factors to determine which content is most likely to answer your query.answer machines(5) Search engines have three primary functions: crawl, index and _.rankPart 2 SEO and SEM Speaking Lucy and Cindy are classmates. They are sharing the ideas about research on the search engine optimization (SEO) strategies in the cross-border e-commerce practice class. Complete the following dialogue with the sentences or expressions in the box.Part 2 SEO and SEM KEY WORDS AND EXPRESSIONS 1 traffic 流量 a much broader scope of considerations 更广泛的思考 website design and marketing experts网站设计和营销专家 in the blink of an eye 眨眼间 monitoring and tracking监控和跟踪 Google Analytics 谷歌分析，一种大数据分析工具 demographics人口统计资料 improve social media engagement提高社交媒体参与度 meta tags原标记：搜索引擎优化(SEO)专业术语 boost促进 simple navigation reigns and quality content is king简单的导航占主导地位，高质量的内容才是王道Part 2 SEO and SEM Part 2 SEO and SEM A. driving more traffic to your site and potentially more businessB. website design and marketing expertsC. social media engagement and adding meta tagsD. Have you done the research on SEO strategyE. monitoring and trackingF. simple navigation reigns and quality content is kingG. involves a much broader scope of considerationsH. in the blink of an eyeLucy: Hi, Cindy! (1)_ ? Lets talk about it.Cindy: Hi, Lucy! Yes, of course. As we know, SEO is a collection of tools and best practices that help your website rank higher in search engine results, thereby (2)_ _.Lucy: Thats right. although SEO once involved adding keywords to your site for search e n g i n e s t o f i n d , S E O i n 2 0 1 9 i s f a r m o r e c o m p l e x a n d ( 3 ) _ .Cindy: Exactly, Nowadays SEO is a full-time job for small businesses and many are turning to (4) _for support.Lucy: You know, as users behaviors and search engines capabilities develop over time, standards come and go (5)_ .D. Have you done the research on SEO strategydriving more traffic to your site and potentially more businessG. involves a much broader scope of considerationsB. website design and marketing experts H. in the blink of an eyeA. Part 2 SEO and SEM Cindy: So, when it comes to SEO, you really cant “set it and forget it.” You need to be (6) _how well everything is working so youre always one step ahead of the competition.Lucy: Yes! And Google Analytics is a good place to start your investigations! In terms of demographics, what is your market searching for? How are the customers performing web searches? Where are they located? The more specific your answers are, the more valuable your investments in SEO become.Cindy: Yes! But dont forget that search engines are expanding. A significant portion of searches take place on alternative sites, such as Microsofts Bing. Make a point to search for your site on Google alternatives to see where you rank. Just improving (7)_ might be all it takes to boost you a couple ranks on Bing.E. monitoring and trackingC. social media engagement