E-commerce

E-commerce

进军 东南亚电商,拓展新方向,不可不知LAZADA

62573f82629b3d61694d3a0793134e7c东南亚电商--Lazada
熟悉电商的人都知道,2019年是东南亚电商入驻最多的一年,东南亚俨然已经成为了热火朝天的电商必争之地,无论是平台电商还是二类电商,都能在东南亚地区找到身影。企业、卖家、个人的不断增加,东南亚已经被认为是最具有发展实力的领域。对于大陆卖家来说,对比国内电商,东南亚电商市场着实前景广阔。

特别是由于今年疫情影响,许多企业更积极地在Lazada等电子商务平台布局,并使其成为了品牌的主要收入之一。

东南亚电商--Lazada
东南亚电商–Lazada

东南亚电商平台-LAZADA开店有什么好处?

  • 东南亚电商市场正在快速成长。
  • LAZADA作为东南亚市场最大的电子商务平台,目前业务主要覆盖:新加坡、马来西亚、印尼、菲律宾、越南、泰国这六个东南亚市场。
  • 每月网站人数(2019 Q1):印尼5,204万; 泰国4,400万; 越南2,909万; 菲律宾2,565万; 马来西亚2,139万; 新加坡743万
  • 2019 Q1 Lazada已成为泰国,新加坡,马来西亚与菲律宾最受欢迎的电商App。
  • Lazada店家大多数是高端品牌,并且十分重视突出自我品牌来引导买家。
  • 成本低,无上架开店费用。销售佣金低1%-4% (会以国家与品类不同而不同)

我们可以帮助您在LAZADA开设电子商店!

IH Digital是一家以专业的数字营销代理商,在东南亚各国均设有当地专业的营销人员,协助客户在Lazada电商平台上建立商店,并提供以下服务:

  • 在营销策略规划上提供建议和帮助销售并执行市场营销活动
  • 协助客户有效地管理商店,接收订单并回答客户的各种问题
  • Lazada上的内容创建服务和管理库存数量
  • 分析数据摘要并在各种平台上投放广告以提高知名度,促进销售

了解更多东南亚电商相关信息

如果您对东南亚电商或数字营销感兴趣,请立即联系我们吧,我们在东南亚地区拥有不同的网络营销策略团队,将为您最优的营销策略,助您的品牌开拓更大的市场。

Digital 38是新加坡一家数字技术公司,开发了网红营销平台Asia Travel Club 和MCN、内容营销平台Travel141和房地产平台Asia Property 365

IH Digital、IH Singapore和Digital 38是IH Digital集团的成员。

E-commerce

How To Prepare For The Lazada Super Brand Day – 11 Best Practices

Lazada-Campaign-Super-Brand-Day-Best-Practices-2020

The Lazada campaign called Super Brand Day has been a smashing success for big brands like MAC, Pampers, Xiaomi, Samsung, Philips and Realme. Since its first launch in 2018, it continues to provide incredible results to LazMall sellers like increased sales, followers, and awareness. 

 Whether you’ve already done this before or this is your first time, it’s equally important that you have a checklist when running big events like this. Super Brand Day is not far from your brick-and-mortar sales promotions as it still requires thorough planning and strategy.

Lazada Super Brand Day
Screengrab of the LOreal Paris x Lazada Super Brand Day

Luckily, we’ve come up with a list of best practices for running a Super Brand Day event from start to finish. In this guide, you’ll be learning about the best practices from campaign planning to tracking your event results.

Having these best practices in mind will help you become more prepared and confident to meet or even exceed your sales and marketing goals.

Screenshot of a Lazada FB post on the 2020 Xiaomi Super Brand Day

1. Define your main campaign selling point

One of your main Super Brand Day goals is to grow brand awareness and inflate your follower count on Lazada. To do this, you must have a unique gimmick that will entice people – new and existing customers – to visit and check out your store.

There are plenty of ideas to choose from for your main campaign selling point. If it’s National Lipstick Day, why not highlight the occasion and give a 30% discount on all your lipstick products?

In the case of an ignored product line, bundle it with your bestseller for a good price. Or if you want to encourage purchasing of more than one, give a discount on the second item.

Here are a few real examples by MAC Cosmetics on their first Super Brand Day event:

  • Follow and win contest– MAC invited shoppers to follow their LazMall store and stand a chance to win a free cosmetic pouch.
  • ‘Lazada Exclusive’ items– The cosmetic brand offered a ‘Lazada Exclusive’ little MAC lipstick duo, driving more consumers to purchase online. Until now, MAC continues to promote ‘Lazada exclusive’ items on its LazMall store.
  • Freebies on minimum purchase– MAC also gave away free lipsticks and accessories on every order worth S$33 or above S$60 respectively.

Once you’ve decided on your main campaign selling point, it’s important that you highlight this in all your Lazada campaign creatives. Include a snippet of your campaign feature and always be consistent with your branding.

Screengrab of the Samsung Singapore LazMall Homepage

2. Develop a campaign strategy ahead of time

With a well-planned strategy, you have a high chance of meeting or even surpassing your goals. Thus, it’s vital that everything is comprehensively thought out. This includes mapping out your Super Brand Day mechanics from listing down your participating SKUs to packaging and fulfillment.

You and your team must always be on the same page when planning a Lazada campaign. Hence, make sure you have a clearly defined goal and audience for your sales promotion. Likewise, you should also set a budget for the whole campaign, ensuring revenue growth and profitability if the goal is to increase online sales.

Finally, decide on the most suitable platforms you want to promote your event on. Match the copies and creatives with the selected channels and audience to guarantee its effectiveness.

More so, no event is perfect. There will always be an issue or two, no matter how small. So, to prepare in advance, anticipate all that may happen, whether good and bad and come up with a resolution for it. In this manner, you and your team are well-prepared to come what may.

Screengrab of the Merries Malaysia LazMall Store Homepage

 

3. Gear up your storefront layout

Like what brick-and-mortar store owners would do, you must also gear up your online storefront. Apparently, you have to keep the hype alive from when your consumer clicks your ad on Facebook to eventually landing on your LazMall store. Having visual continuity makes your customers stay longer on your page, upping the chances of a successful purchase.

In Lazada, it’s recommended that you update your creatives three times throughout the campaign: pre-teasing, teaser, and D-day. This includes your homepage layout, store header banner, and homepage banners.

However, make sure to follow the campaign theme so as to be aligned with Lazada’s guidelines. Hence, below is a photo of Lazada’s recommended main page and subpage layout both for teasing and D-day.

Additionally, use the same creatives to update your brand social media profiles, too.

Screengrab of the Laneige Singapore LazMall Homepage

4. Design engaging campaign creatives

Before designing any creatives, you must first know the pre-set campaign theme. In order to be consistent, Lazada provides creative guidelines for participating brands ahead of time.

In the guidelines, you will find specific instructions on certain banners, modules and onsite elements. It includes the exact image dimensions and layouts, as well as the co-branding logo and theme colour.

While we’re cooking up a creative checklist for you, here’s a quick look on the required creatives for Super Brand Day:

  • Modules – Header, banners, product & engagement/mechanics
  • Onsite elements – Co-branding logo, Lazada homepage, LazMall channel, search, feed

Lastly, remember to optimise all your images for mobile app and desktop views. The optimised dimensions are provided in the guidelines as well.

 5. Actively publish feed posts on Lazada

To further build on-site visibility, consider actively publishing feed posts on Lazada. As recommended, post at least once a day to show activity.

Your feed post copy doesn’t have to be lengthy. As long as the creatives are enticing, this will do for each day up to D-day. In fact, some brands mirror their social media posts to Lazada to minimize work.

In a separate guide, we’ll talk about how you can maximize the advantages of feed posting. For now, here are some actual examples from LazMall brands Philips and Laneige Singapore.

Examples of Lazada Feed Posts by LazMall Brands Laneige and Philips

6. Use video marketing to promote your campaign

Based on the 2020 digital marketing trends, video marketing will continue to be an essential strategy to ace online competition. In fact, by 2022, online videos will make up more than 82% of all consumer internet traffic.

And for your e-commerce efforts, keep in mind that 72% of customers favour learning about a product or service by watching a video compared to other means.

With this in mind, it would be valuable to produce at least 1-2 videos to promote your Lazada campaign. By all means, you can use these assets across multiple channels throughout the campaign period.

You can choose from the many video types available: brand, explainer, event, product demo, customer testimonial, animated, 360°, tutorial, or interview. Make sure to identify your target audience, goal, and budget first before creating a video. Likewise, take into account the platforms where you’ll publish the videos. So early on, you’re able to optimize the video for each platform.

https://www.facebook.com/LazadaPhilippines/videos/445122749310196/

As a final point, make sure to highlight your main campaign selling point in the video. Tell your target audience what’s in it for them if they participate in your event. And be creative! This will help you stand out from the crowd and create a lasting hype for your event.

Screengrab of Laneige Google Shopping and Search Ads

7. Get potential customers with paid search ads

Up your chances of earning new customers with paid search ads. Reach out to your target customers on search engines, particularly those in the middle or bottom-funnel doing branded searches. This way, your brand is visible everywhere they go, and that you’ve got an offer they can’t afford to miss.

Depending on your marketing goal, pick from these Google ad formats: search, shopping, display, responsive, and video. Each ad format corresponds to a certain marketing goal and target audience. So, in order to maximise the efficiency, be clear with your goals, and choose the most relevant ad type for your campaign.

For instance, if your primary goal is to drive traffic to a specific product listing on LazMall, use Google Shopping ads. On the other hand, if you want to encourage LazMall store visits, use Google Search or Responsive Ads.

Finally, integrate all your Google ads to your Marketing Solutions Portal (MSP). This way, you’ll be able to track where your customers come from.

Plus, here’s a quick tip for you: Make use of ad extensions when setting up a Google Search, Shopping or Responsive ad. In the ad extensions, highlight your main campaign selling point (e.g. ‘30% off on all skincare items’, ‘Free compact mirror for orders above $50’). Most importantly, link the listing to your LazMall product details page (PDP) or store homepage.

Screengrab of Realme’s Facebook post on its Super Brand Day 2019

 

8. Announce it on social media for a wider reach

When it comes to e-commerce, one of the best channels to notify your fans is social media – especially if you have plans of running a contest. Now, if you already have a fairly huge fan base, you’re probably ahead of your competitors.

However, with or without a massive follower count, it’s equally basic for big brands to advertise on social media for a broader reach. Why? This keeps your brand on the view of whether your target consumers follow you or not.

And if your brand is right in front of your consumers with an attractive offer, you’re always one step closer to another successful purchase.

As always recommended, you must first pin down your target audience, goal, ad budget, and relevant channels. With this cleared out, you’ll definitely hit your Lazada campaign objectives fuss-free.

Among others, here are the available social media platforms for your Super Brand Day campaign: Facebook, Instagram, LINE, and Twitter. Do note that if you want this external traffic to be tracked in Lazada, make sure to link it to your MSP before running your ads.

Screengrab of LazMall Homepage Banner Ads

9. Make use of Lazada ads

One of the benefits of being a LazMall brand is you’re entitled to many seller privileges. This comprises of the following:

  • Inclusion in the brand-dedicated (LazMall) channel
  • LazMall SKUs automatically rank first in Lazada search results
  • Greater homepage visibility and search ranking
  • Exclusive campaigns for LazMall brands (e.g. Super Brand Day, Super Grand Opening)
  • Advertising opportunities

As a LazMall brand, it’s good to make good use of these benefits. And if you’re after sales or follower growth, you should grab Lazada’s advertising opportunities and make the most of it.

In line with Lazada’s guidelines, here are the available ad types you can use for your Super Brand Day campaign:

  • Homepage Banners
  • LazMall Top Banner
  • New on LazMall Banner
  • Brand Mega Offer (where applicable)
  • Category Banner
  • Search Trend
  • EDM Highlight Banner
  • Push Notification and Inbox Message

To know more about how these ads work, stay tuned for our upcoming LazMall playbook or contact your digital marketing agency for a quick chat.

10. Track your campaign results

The most significant thing to do in every campaign is to track your results. By measuring how your campaign performed, you’ll know if it went well or if it requires improvement.

However, you don’t need to go overboard when analyzing your Lazada campaign performance. Avoid overwhelming yourself with too many unnecessary numbers. To make this a simple yet valuable process for you, try to focus on these five key metrics:

  1. Revenue and profitability
  2. Email list growth
  3. Online traffic sources
  4. Conversion rates
  5. Customer acquisition cost (CAC)

Integrating these five key metrics into your post mortem campaign report would be sufficient to know if you hit your aim.

Nevertheless, if you wish to know more about how your external ads performed, you may separately generate a report on this. This report may include engagement, follower count, impressions, views, clickthrough rates (CTRs), and more.

For instance, if your secondary aim is to grow your social media fan base, then be sure to monitor your social media pages too.

Be reminded though that when it comes to online ads, ensure that you have connected all your external ads to the MSP. This way, you’ll have a better look at how the campaign actually performed. Otherwise, it will be difficult for you to extract a precise report.

Screengrab of the MAC x Lazada Super Brand Day thank you page

11. Thank your customers!

Your Lazada campaign won’t be a success without your customers. Hence, you have to show your appreciation!

Let your customers know that they’ve played a huge role in your event success. Thank your customers with these ideas from past Super Brand Day campaigns:

  • Create a thank-you subpage on Lazada and add the link to your social media or feed posts
  • Share your campaign results with an infographic (e.g. total number of items sold, total number of vouchers claimed, announcement of contest winners)
  • Produce a 4 to 5-minute post-event video on your concluded sales event and pocket event (if any)
  • Give away limited discount vouchers for those who missed D-day
  • Send an engaging thank-you email to your purchasing customers
  • Customise your packaging or include a thank-you note when shipping out items bought during D-day

In e-commerce, it’s important to maintain your relationship with your customer. Thanking them is one way to do it effectively. Not only it demonstrates gratitude, but it also builds brand loyalty.

With solid customer loyalty, they are urged to purchase from your store again, resulting in increased repeat purchase rate.

Summary

Being a LazMall seller is vastly beneficial for your brand when done right. Apart from getting an edge in Lazada’s search ranking and homepage visibility, it also gives you access to advertising opportunities and exclusive LazMall campaigns like the Super Brand Day.

However, earning that spotlight will take more effort to achieve success. With the above best practices, you’ll be more prepared to take on the challenge.

To recap, here’s a brief list of the Super Brand Day best practices for your reference:

  1. Define your main campaign selling point
  2. Develop a campaign strategy ahead of time
  3. Gear up your storefront layout
  4. Design engaging campaign creatives
  5. Actively publish feed posts on Lazada
  6. Use video marketing to promote your campaign
  7. Get potential customers with paid search ads
  8. Announce it on social media for a wider reach
  9. Make use of Lazada ads
  10. Track your campaign results
  11. Thank your customers

Keep this list in mind should you need a checklist for your next Lazada campaign. While we’ve included real examples from past Super Brand Day campaigns, your strategy will still depend on your brand positioning and campaign goals.

Remember that e-commerce is a promising revenue source for your business. Incorporating Lazada and its LazMall offers into your overall strategy will help you reach and go beyond your goals.

With partnership opportunities like this, you’ll be more confident to rise above the online retail competition. Eventually, you’ll be rewarded with more followers, increased awareness, solid brand loyalty, and skyrocketing revenue.

 

 

E-commerceFacebook

FACEBOOK ADS HELP CUREL & LIESE DRIVE E-COMMERCE TRAFFIC

Curel-and-Liese-Malaysia-launch-Facebook-ads-amid-the-MCO

Amid the Movement Control Order (MCO) in effect in Malaysia, beauty brands Curel and Liese are striving to remain connected with customers online. One way they are adapting to the disruption is through timely Facebook ads that highlight the most important message around the world today: staying home.

FACEBOOK ADS: CONNECTING WITH CUSTOMERS AMID THE CRISIS

https://youtu.be/ucZF974BUKo

 

Curél, Japan’s top brand for sensitive Asian skin, recently launched a Facebook post that encourages customers at home to build a skin-care routine during the MCO period. The 45-second Facebook video ad, which featured four skincare tips, also reminded customers that they can shop safely from their homes through their Watson’s Online store.

Meanwhile, Liese deployed a Facebook ad to promote their range of hair colouring essentials. Similarly, Liese is driving traffic to their e-commerce stores on Guardian and Watson’s. The post has currently more than 13,000 Facebook Likes.

3 FACEBOOK ADS BEST PRACTICES

Now, more than ever is the time to ensure you’re getting the most out of each Facebook ad you run. We’ve rounded up 3 Facebook ad best practices you can implement for your brand.

Consider vertical videos. Think beyond the News Feed and explore other ad placements.

Avoid text on images. Depending on the ad format you’re going to use, try to limit the text you place on your image. Opt to place your text in the copy if it’s a photo ad. Alternatively, you can utilize the headline and description boxes on link ads.

Skip the static images. Videos naturally stand out. As such, explore the use of loop videos, animated text and other movements that take your ad from average to awesome.

INNOVATE YOUR DIGITAL MARKETING STRATEGY IN A TIME OF CRISIS

Want your customers to maintain brand awareness or drive them to your e-commerce store? Let IH Digital adapt to your needs amidst the pandemic. Get in touch with us today to learn more about how we can help you through WeChat ads, Grab Ads, Lazada Ads, LINE ads and more.