This document mainly focuses on overseas marketing for small and medium-sized enterprises (SMEs), introducing marketing trends, the application of AI in marketing, and also discussing the opportunities and challenges of overseas marketing, providing some reference suggestions for SMEs.
1. Global Marketing Trends: In the post-pandemic era, new normal has emerged in areas such as the economy, population, internet, channels, and communication. For example, economic growth has slowed down, demographic dividends are fading, and companies need to focus on "incremental customer acquisition" and "retaining active customers"; the internet is becoming more 2C-oriented externally and 2B-internalized; channels are becoming more diversified, socialized, and intelligent. At the same time, the trend of social media e-commerce is obvious, short videos and live streaming sales are on the rise, influencer marketing has entered a new stage, and multi-channel integrated marketing has become mainstream.
2. AI+Marketing Trend Insights: AI technology has gone through multiple waves of development. Now, with the improvement of large model capabilities, cost reduction, and shorter application explosion cycles. In the marketing field, AI empowers the entire marketing chain, and different roles have different views and applications of AI. Brand owners see AI as both an opportunity and a risk; channel parties use AI to build intelligent ecosystems; service providers leverage AI to explore intelligent solutions; consumers pursue intelligent experiences and personalized needs satisfaction brought by AI.
3. Opportunities and Challenges of AI+Overseas+Marketing: Going overseas has become a new growth path for enterprises, but Chinese brands face many difficulties in going global, such as trade barriers, low brand awareness, and challenges in channel building. However, AI technology brings opportunities for overseas marketing, such as using AI for localized marketing, cultural export marketing, etc., as seen in the successful cases of Qiaqia Sunflower Seeds and Moutai.
4. Future Outlook: In the AI era, technology, marketing methods, and practitioners are all changing, but the essence of technology, the way technology is used, and the core concepts of marketing remain unchanged. In the future, the application space of AI is vast and requires imagination. Enterprises should properly approach and utilize AI to seize the opportunities of the new era.
