Data Marketing Strategies of Cross-Border E-Commerce Enterprises in the Digital Economy

Jiali Lin and Tian Fa

Financial Economics Insights, 2026, vol. 3, issue 2, 12-20

Abstract: In the contemporary digital economy, cross-border e-commerce has rapidly evolved to become an indispensable component of global trade, fundamentally reshaping international business dynamics. Concurrently, data marketing has emerged as a paramount strategic tool for enterprises seeking to enhance their overall marketing efficiency and gain a competitive edge in saturated markets. However, despite its immense potential, the practical implementation of data marketing is frequently hindered by persistent challenges, including severe information asymmetry, pervasive data quality issues, and an overreliance on third-party platforms, which collectively limit its operational effectiveness. To address these critical gaps, this paper develops a comprehensive theoretical framework designed to rigorously examine how data marketing operates within complex cross-border e-commerce contexts. The empirical and theoretical results demonstrate that data marketing substantially improves marketing performance through three core, interrelated mechanisms: advanced information processing, precise consumer targeting, and dynamic decision optimization. Building upon this robust framework, the study systematically investigates the current status of data marketing practices across various enterprises, identifies the major structural and operational challenges, and proposes highly targeted, actionable optimization strategies. The findings conclusively suggest that the effective deployment of data marketing can significantly enhance cross-border transaction efficiency, profoundly improve the end-to-end customer experience, and ultimately strengthen firms' long-term sustainable competitiveness. Ultimately, this paper provides both profound theoretical insights and highly practical implications, offering a strategic roadmap for cross-border e-commerce enterprises to successfully implement data-driven marketing strategies in the increasingly complex global digital marketplace.

Keywords: digital economy; e-commerce; data marketing; consumer targeting; data governance (search for similar items in EconPapers)
Date: 2026
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