情境营销与内容营销有何不同？独立站卖家必知的情境营销策略

情境营销与内容营销有何不同？独立站卖家必知的情境营销策略

What's the Difference Between Contextual Marketing and Content Marketing? Essential Contextual Marketing Strategies for Independent Sellers

随着跨境电商行业的不断发展，推广引流已不再像过去那样简单粗放，仅靠投放付费广告即可。如今，需要采用更精准的手段，方能实现营销的终极目标。

With the continuous development of the cross-border e-commerce industry, promotion and traffic acquisition are no longer as simple and extensive as in the past, relying solely on paid advertising. Nowadays, more precise methods are needed to achieve the ultimate goal of marketing.

这一方面是由于付费广告成本的急剧上升，另一方面则是由于竞争变得愈发激烈。对于跨境卖家来说，情境营销可能较为陌生，但它却是未来营销的一个可行方向。

This is partly due to the sharp rise in the cost of paid advertising, and partly due to increasingly fierce competition. For cross-border sellers, contextual marketing may be relatively unfamiliar, but it is a viable direction for future marketing.

情境营销与内容营销 | Contextual Marketing vs Content Marketing

情境营销是在消费者购买旅程的特定时间点，向消费者提供营销内容的过程。换言之，即在恰当的时间，向合适的人，提供合适的内容。

Contextual marketing is the process of providing marketing content to consumers at specific points in their purchasing journey. In other words, it's about delivering the right content to the right people at the right time.

与内容营销相比，情境营销更注重时间和环境，而非内容本身。这也引出了情境营销与内容营销的第二个不同点，即情境营销的开展基于庞大的用户数据，卖家需要对目标群体有深入了解，方能顺利实施情境营销。

Compared with content marketing, contextual marketing focuses more on timing and environment rather than content itself. This also leads to the second difference between contextual marketing and content marketing: contextual marketing is based on massive user data, and sellers need to have an in-depth understanding of the target group to successfully implement it.

情境营销的优势 | Advantages of Contextual Marketing

提高转化率：众所周知，当消费者有需求时，进行营销推广的效果最佳。如果消费者需求不强烈，卖家则需耗费大量时间和精力来激发消费者的购买欲望，并说服他们购买产品。

Higher Conversion Rates: As we all know, marketing promotion works best when consumers have a need. If consumer demand is not strong, sellers need to spend a lot of time and effort to stimulate consumers' desire to buy and persuade them to purchase products.

提升留存率：情境营销是在了解消费者的基础上展开的，其内容的个性化和相关性更强，这能极大提高消费者对卖家的好感度，因为消费者知道卖家了解他们的需求。

Improved Retention Rates: Contextual marketing is based on understanding consumers, and its content is more personalized and relevant, which can greatly improve consumers' favorability towards sellers, because consumers know that sellers understand their needs.

情境营销的实施方法 | Implementation Methods of Contextual Marketing

了解用户：在实施情境营销之前，卖家需尽可能收集目标消费者的信息，包括年龄、性别、经济状况、兴趣爱好、最新需求等，信息越详细，卖家的判断就越准确。

Understand Users: Before implementing contextual marketing, sellers need to collect as much information as possible about target consumers, including age, gender, economic status, hobbies, latest needs, etc. The more detailed the information, the more accurate the seller's judgment will be.

判断需求与痛点：收集到足够的信息后，卖家需根据数据库判断消费者当前最迫切的需求点和急需解决的问题。确定好这些信息后，卖家再制定内容营销方向，这样精准度会更高。

Identify Needs and Pain Points: After collecting sufficient information, sellers need to use the database to determine consumers' most urgent needs and problems to be solved. After determining this information, sellers can then formulate content marketing directions, which will be more accurate.

个性化内容创作：根据前面收集到的信息，进行个性化内容创作，内容要围绕前期收集的信息展开。最后，情境营销还需根据过往的营销数据，不断优化营销策略，如此效果方能越来越好。

Personalized Content Creation: Based on the information collected earlier, create personalized content that revolves around the pre-collected information. Finally, contextual marketing also needs to continuously optimize marketing strategies based on past marketing data, so that the effect can get better and better.