Digital Marketing Innovation Practices of China-Kazakhstan Cross-border E-commerce under the Belt and Road Initiative
Xiaozhaojun

Al-Farabi Kazakh National University, Almaty Kazakhstan,050040;

Abstract: Under the Belt and Road Initiative, cross-border e-commerce between China and Kazakhstan is developing rapidly, with digital marketing becoming a key tool for businesses to enhance brand influence, user engagement, and sales conversion. This paper examines innovative digital marketing practices in the Kazakh market, including social media marketing, short video and livestreaming promotions, KOL/KOC collaborations, and cross-border promotional activities, across platforms such as Alibaba International Station, JD Cross-border, and AliExpress. This includes analysis of key metrics such as user engagement, conversion rates, and ROI, revealing that short videos and livestreaming significantly increase user engagement, while KOL marketing is effective in boosting purchase conversion rates and sales. Furthermore, based on case studies, this paper proposes optimization strategies, including content localization, targeted delivery, and long-term KOL collaborations, providing insights for businesses developing effective digital marketing plans in markets along the Belt and Road. The findings demonstrate that innovative digital marketing practices not only enhance brand competitiveness but also provide data support and practical guidance for the sustainable development of cross-border e-commerce companies in international markets.

Key Words: Cross-border e-commerce; China-Kazakhstan trade; digital marketing; KOL marketing; marketing effectiveness; user engagement; sales conversion rate

References

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