Unit3 Chapter 4- Platform-inside Marketing(课件）-《跨境电商实务英语》同步教学（中国人民大学出版社）

Chapter 4 Chapter 4 Platform-inside Marketing 03 Mini-Project 02 Passage Reading 01 Warming-up 目录 CONTENST After studying this chapter, you are expected to: Acquire basic knowledge about platform-inside marketing tools of AliExpress Learn the relative words and expressions Understand the procedure of creating and managing promotion activities and campaigns on AliExpress Develop teamwork spirit Learning Goals Chapter 4 PART ONE / Warming-up 01 Task Marketing and promotion activities are important to an online store. Look at the following store, and discuss with a partner about how the store promotions will affect your purchase decision if you are a buyer. Chapter 4 PART TWO / Passage Reading 02 Platform-inside Marketing What should we do after we complete the store registration, product selection, product processing and uploading, store decoration, and other preparatory work, but find that there is no increase in store visits, product exposure, and other relevant data? Store marketing and promotion can help us attract customers, increase visits and exposure of our store and products, bringing more orders and transactions. In general, store marketing is divided into platform-inside marketing and platform-outside marketing. In this chapter, we will mainly introduce the method and skills of platform-inside marketing. Platform-inside marketing means to advertise and promote the store and products by using the marketing tools provided by third-party Cross-border E-commerce platforms. Among the major Cross-border E-commerce platforms, AliExpress provides the most effective and largest number of platform-inside marketing tools to sellers. Some of these marketing tools are paid, while others are free. Paid marketing tools of AliExpress are mainly Keyword Pro and Affiliate Program. Keyword Pro is a kind of P4P advertisement (Pay for Performance). Sellers can set keywords about the store or products to promote. When the buyer searches specific keywords, the corresponding p