In recent years, due to the rapid development of domestic live broadcast platforms, live broadcast with goods has become the “basic configuration” of e-commerce platform marketing. With the increasing popularity of major domestic e-commerce platforms abroad, foreign countries have gradually tried to promote e-commerce platform products by live broadcast. Now, live broadcast marketing has become one of the important marketing methods for enterprises in the era of global digital economy.
According to Xinhuanet, in order to standardize the quality of live broadcast marketing services, on November 27th, the International Organization for Standardization (ISO) officially released the international standard “Guide to Live Broadcast Marketing Services” (ISO/IWA41), which is the first international standard in the field of live broadcast marketing in the world. The standard was jointly developed by the global business community organized by the China Council for the Promotion of International Trade, the Asian Marketing Alliance, the Asian Small and Medium Enterprises Council and other institutions for two years. It provides a guide for the service process and operation management of live broadcast anchors, live broadcast marketing platforms, live broadcast marketers and live broadcast marketing brokers in the process of developing live broadcast marketing services, and is applicable to all parties involved in live broadcast marketing services. The standards include the scope of live marketing, normative reference documents, terms and definitions, general principles, service processes, operation and management of live marketing participants, review and evaluation, and sustainable improvement.
In addition, the standard also sets an informative appendix to the capabilities of live broadcast marketers, which specifies the tasks and responsibilities required by live broadcast marketers in six professional functions, such as product selection, planning and preparation, promotion and operation, data analysis, fan participation and management, and customer service. Zhangxin, spokesman of the China Council for the Promotion of International Trade, said: “The release and implementation of this standard will strongly promote the promotion and sustainable development of the live marketing service model.” The report also commented: “The formulation of international standards for live broadcast marketing is led by China, which shows that China’s live broadcast industry has evolved from pursuing scale to pursuing quality, and it also shows that China’s live broadcast industry has a strong international voice.”
Post time: Nov-30-2023