(Source: https://pltfrm.com.cn)
Introduction
Overseas brands in China are increasingly turning to live commerce, but converting casual viewers into customers remains a challenge. AI-powered post-live retargeting enables brands to deliver highly relevant follow-ups, transforming engagement data into measurable sales. This article outlines strategies to harness AI for effective viewer re-engagement.
1. Capturing Detailed Engagement Data
1.1 Viewer Interaction Mapping
Method: Track clicks, comments, watch duration, and product interactions during live sessions.
Benefit: Provides a granular understanding of each viewer’s interests and engagement level.
1.2 Interest Scoring
Technique: Use AI to rank viewers based on potential purchase likelihood.
Outcome: Helps prioritize follow-up efforts and resources for maximum impact.
2. Crafting Personalized Follow-Ups
2.1 Customized Recommendations
Approach: Send follow-up messages highlighting products each viewer engaged with most.
Impact: Makes content highly relevant, increasing the chance of conversion.
2.2 Incentive-Based Messaging
Method: Offer tailored discounts, bundles, or exclusive deals for high-potential viewers.
Result: Encourages prompt purchases and reinforces brand loyalty.
3. Multi-Channel Re-Engagement
3.1 Seamless Cross-Platform Delivery
Strategy: Retarget users through WeChat, in-app notifications, email, and SMS.
Benefit: Reaches viewers on their preferred platforms, maximizing engagement probability.
3.2 Performance Analytics
Technique: Continuously monitor which channels deliver the best results and optimize campaigns accordingly.
Action: Improves ROI while streamlining marketing resource allocation.
4. Informing Future Campaigns
4.1 Behavioral Insights
Approach: Analyze patterns from post-live engagement to guide future live session content and strategy.
Benefit: Ensures subsequent campaigns are more tailored, engaging, and conversion-oriented.
4.2 Retention Planning
Method: Identify repeat viewers and create segmented follow-ups to encourage ongoing participation.
Impact: Strengthens long-term customer relationships and repeat purchase rates.
5. Case Study: LittleDream Baby Essentials
LittleDream, an overseas baby essentials brand, used AI-powered retargeting for viewers of their Chinese live sessions. Personalized follow-ups highlighting previously viewed items resulted in a 37% increase in conversion and a 25% rise in repeat attendance for future live streams. AI insights also informed targeted campaigns for new product launches, enhancing overall ROI.
Conclusion
AI-driven post-live retargeting empowers overseas brands to convert viewers into buyers efficiently. By leveraging engagement data, personalized messaging, and multi-channel execution, brands can maximize sales and build lasting customer relationships in China’s live commerce market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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