digital & e-commerce 101
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iClick Interactive | AsiaDriving Your Business Growth with Social Media & Online Marketing
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About Us.
Joel ChooHead of Business Development
Derek NgAccount Manager
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Joel Choo
3
8 Years Cross Channel Experience.
iClick Interactive Asia (Programmatic Buying)
CBS Interactive (Tech Publisher)
HungryGoWhere (F & B Publisher)
Pinstorm (Digital Search Agency)
Pixel Media Asia (Display Ad Network)
Gettyimages (Stock Image Provider)
Contact Details:
Email: [email protected]
Mobile: 9747 6947
Linkedin: sg.linkedin.com/in/joelchoo/
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Derek Ng
4
5 Years in Digital Marketing
iClick Interactive Asia (Programmatic Buying)
Xpointo (Digital Agency)
MediaCorp (Media Owner)
Brandtology (Social Media Listening)
Contact Details:
Email: [email protected]
Mobile: 9783 9654
Linkedin: https://www.linkedin.com/in/derekngzy
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Look Beyond the CTR.
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After this Session…I wish that You should be able to…
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Training Objectives
1.Define Your Competitive Edge2.Determine Your Sales Platform.3.Set Long Run & Short Term Goals.4.Defined Your Primary Audience and Secondary Audience,5.The Concept of Relevance6.Media Planning Concept.7.Understand Basic Analytics.8.Measurement & Optimization.
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Digital Landscape in One Page.
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Confused? Confused?
You are not You are not Alone.Alone.
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Basics First, Buzz Later.
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The 5Ps Remains
Product- What is your Value Proposition? What is your Competitive
Advantage for Sustained growth?
Place- Where to Sell? Own Website? Classifieds?
People- Define your Primary/Secondary Target Audience?
Promotion- What is your Digital Marketing Plan?
Price- What is your Pricing Strategy?
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Concept of Relevance.
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Target Audience
Who are they?Where are they?
How to communicate?What’s their behavior?
What attracts them?How to influence them?
5Ps Relevance
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PlaceIs a own website required?
PromotionWhat Digital Channels to reach them.What Tone of Communication to use.
PricePricing Strategy.
ProductWhat?Value?How many?Competitors?
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The First Step to Success
15Cited from: http://www.shopping-cart-migration.com/blog/61-must-know-tips/7996-ecommerce-features-to-consider-infographic
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Functionality
16Cited from: http://www.shopping-cart-migration.com/blog/61-must-know-tips/7996-ecommerce-features-to-consider-infographic
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Customer Experience
17Cited from: http://www.shopping-cart-migration.com/blog/61-must-know-tips/7996-ecommerce-features-to-consider-infographic
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Payment
18Cited from: http://www.shopping-cart-migration.com/blog/61-must-know-tips/7996-ecommerce-features-to-consider-infographic
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Products & Catalogs
19Cited from: http://www.shopping-cart-migration.com/blog/61-must-know-tips/7996-ecommerce-features-to-consider-infographic
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Enhance
20Cited from: http://www.shopping-cart-migration.com/blog/61-must-know-tips/7996-ecommerce-features-to-consider-infographic
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Accomplish
21Cited from: http://www.shopping-cart-migration.com/blog/61-must-know-tips/7996-ecommerce-features-to-consider-infographic
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Relevance Summarized
Relevant Aesthetics. Relevant Product/Service Information. Relevant Promotions. Relevant Payment Gateways. Relevant Fulfillment Options. Relevant After Sales Service. Relevant Terms & Conditions
And so on…
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Reebonz
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Value PropositionGenuine Luxury at Accessible Prices.Time Sensitive Sales.Trust is the Key Driver.
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Reebonz
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Consumer ExperienceEase of Navigation
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Reebonz
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Consumer ExperienceDetailed product description
Payment Options.
Product Guarantees
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Reebonz
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Consumer ExperienceManaging ConsumerExpectations.
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Reebonz
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Enhanced FeaturesMulti Device AccessibilityIncreased site visits via multi device.
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Own Portal – Good & Bad
Benefits:- Your Personalized Domain Name.- Ownership of Digital Property.- Customized Content & User Experience.- Increased Perceived Value.- Ownership of Mined Data.
Challenges- Longer Execution Timeline.- Resource Intensive (Concept, Design, Programming, Hosting Fees,
CRM)- Zero Traffic.- Implementation of Payment Gateways.- Sourcing of Fulfilment Partners.- Price can range from $5,000 to $50,000 for creation.
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Other Ways to Sell
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Concept of Relevance.
Ready For Business. How to Drive Relevant Visitors?
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Before we Begin, some Basic Traffic Buzz Words.
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Traffic Buzz Words
Website = Landing Page
Visits = Traffic = Number of Click Through
Impressions = Quantity of Ads Bought/Shown
CTR = Click Thru Rate = No. of Clicks/Impressions
Acquisition = Completing a Desired Action = Sales, Form Fill, Downloads…etc.
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Rule 1: Measurement Tools in Place.
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Measurement is Key.
How to Measure?- Most Accessible: Google Analytics.- Proprietary Tools such as iClick XMO.
What to Measure?- Conversions.- Source of Converting Traffic.- Identify Trends.- Assess Efficiency.- Replicate Success.
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Rule 2: Clearly Defined Goals
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Step 1: What is Your Objective
Different Strategies aligned to your Business Life Cycle:
Cost Efficient Traffic Driving.Encourage Commitment from Early Adopters.Generate Awareness of Value Proposition.Build Confidence.Encourage Return Visits.Generate Social Currency.
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Rule 3: Know your Channels
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3 Media Classfications
38Cited from: http://zmconsultants.com/earned-media-customers-social-connections-spread-companys-message/
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Channel and Usages
MediaTypes
Display
SEM SEO Social Media
Mobile Email
Pricing Model CPC, CPM CPC Duration Duration CPC, CPM Per Blast
Application Branding,Tactical Tactical Branding,
TacticalEngagement, Tactical
Branding, Tactical Loyalty
Launch Difficulty Low to Mid Low to
High Mid to High Low to Mid Low to Mid Low to Mid
Optimization Difficulty Low to Mid Mid to High High Mid to High Low to Mid Low to Mid
Media Type Paid Paid Earned Earned Paid Paid
Targeting OptionsDemography Y N N Y Y Y
Geography Y Y Y Y Y Y
Contextual Y N N N Y Y
Behavior Y Y N Y N N
Retargeting Y Y N N N N
Look Alike Y Y N N N N
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Contextual Targeting
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Rule 4: Maintain Relevance
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Digital is about Relevance
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The Right Message
To the Right Audience
On the Right Media
At the Right Time
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Right Message
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Clear Messaging
Discount %Localization for Thai PortalConsistent Brand Guidelines
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Right Audience & Media
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Right Time & Message
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Video Ads
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The Media Plan
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Check List
ObjectiveTarget AudienceMeasurement Tools.Expectated Investment.GeographyOptimization Plan & RoadmapCreative ResourcesSkillset Evaluation. DIY or Outsourced?
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Some Predefined Objectives
o Sign up For Trial.o Form Fill.o Increase Page Per Visito Download Content such as Product Catalog.o App Download.o Social Sharing.o Join Fan Page.o Make a Purchase!
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Sample Media Plan
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Phase Time- line
Media Type
Placement Budget
Buy Targeting Options
On Going
On Going
SEO Google $16,000
Ranking -
Launch 2 Months
Display Google, Yahoo
$4,000
Clicks Contextual
Launch 2 Months
SEM Google $4,000
Clicks Intent
Launch 1 Month
Display Mobile $2,000
Impressions
Contextual
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Channel Analysis
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Goal Funnel Analysis
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Basic Optimization Strategy
1st Level: Channel Level Optimization- Which Channel gives generates highest ROI?
2nd Level: Delivery Level Optimization- Which Messaging/Creative/Keywords generates
highest ROI?- Time Parting?
3rd Level: Conversion Funnel Optimization- Identify drop outs stage- Streamline Conversion Process
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Enhanced Media Options
Programmatic Buying.
Cross Channel Attribution Modeling.
Retargeting.
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Some Key Pointers
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Embrace Change
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Digtal = Speed & RelevanceContingency Planning
No Single Best SolutionMake Informed Investment Decision.Don’t be Overly Ambitious
Anticipate Changes InSite NavigationSite AestheticsSite ProgrammingAcquisition Funnel
Media MixCreative MessagingBudget AllocationRefinement of Target Audience
Crisis ManagementThreats from Competition
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Set Realistic Goals
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Goal SettingSet Realistic MilestonesLong Run & Short Term
Resource AssessmentHow much time are you dedicating?How much monetary resource you have?Ready to Invest in Expertise
Measure & Attribute SuccessOnly Invest in what can be measured.Stay ROI focused.
Stay InformedLatest Trends & Technology to improve Efficiency.Reinvent & Remain Relevant.
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Consumer Centric
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Assist Decision MakingProvide Critical InformationSimplify Purchase ProcessEliminate Doubts.Be Contactable.Listen to Needs.Sell Benefits, Not Features.
Create LoyaltyPersonalized content.Incentivize Advocacy.Don’t Spam.Offline Engagements.
Run a Honest Business!
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Any Questions so far?
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Social Media
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Social VS Traditional Media
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Social VS Traditional Media
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Leveraging on Current
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Leveraging on Current
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Leveraging on Current?
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Treasure within Social Media
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Social Media
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The Value of a Fan
The value of a Fan can vary:- Zara’s fans average a revenue value of:
• USD 405.54- Levi’s fans average a revenue value of:
• USD 312.01- Coca-Cola fans average a revenue value of:
• USD 70.17 (Very impressive considering the cost of the product)What is the value of a fan?
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Facebook Variables
AD COPY
AD TYPE
TARGETING
BUDGETING
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Ad Copy
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Ad Copy
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Ad Copy
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Facebook Variables
AD COPY
AD TYPE
TARGETING
BUDGETING
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What’s your Objective ?
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Facebook Ads
Page Like AdsPage Post AdsDark Post AdsApp Install AdsMobile App Install AdsEvent AdsFacebook PremiumFacebook OffersReach Blocks & Target Blocks
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Standard AdsA standard ad is the traditional Facebook ad you see on the right hand side (RHS) of your Facebook page.Standard ads pointing to Facebook Fan Pages are also eligible to be displayed in the newsfeed – Not the case for external links, though.Standard Ads can point to:- Any Facebook Entity
• Facebook Fan Page• Facebook Application• Facebook Tab
- Any External Entity• Any website, any webpage
In short… Anywhere on the internet. Standard Ads in RHS
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Standard Ads
Common Purposes of running Facebook Ads:- Gain Fans- Gain Awareness about Product/Event- Promote Page Posts, Promote Page Interaction- Get new App Users/Participation- Increase attendance/signups for Events
Standard Ads in NewsfeedStandard Ads in RHS
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Page Post Ads
Page Post Ads are advertisements that solely advertise a Page Post. Page Post Ads can be set to either advertise only a
Specific Page Post, or the Most Recent Page Post. If set to advertise the Most Recent Page Post, the ad will
automatically update whenever the Fan Page creates a new Post.
Page Post Ad in Newsfeed, with Social Context Page Post Ad in RHS
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Page Post Ads
Try to keep text to a maximum of 2 paragraphs. You don’t want an essay, nor do you want to waste good real estate space on one short
sentence and a lot of white space.
If you’re linking anywhere, you have two options. Firstly, bit.ly the link and ensure it’s nicer and shorter. However, the drawback is that some users might be hesitant to click it,
because they don’t know where it leads. Second option is to paste the full link – Whether
it’s a Facebook link or external website. The key is to experiment.
Optimal Image Size: 403x403 pixels
If you HAVE to upload a differently sized photo, try to ensure that the width is 403 pixels or more. If you image width is less than 403 pixels,
Facebook will upsize it to display it in the timeline, which will result in jagged artifacts.
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Page Post Sponsored Stories
There are multiple variations of Page Post Sponsored Stories: Page Post Comment, Page Post Like, and Page Post Share.
They are the same, essentially, however they vary singularly, in the way they are served by Facebook. They only appear when the corresponding action has been taken by a user.
Page Post Share Sponsored Story in RHS
Page Post Comment Sponsored Story in RHS
Page Post Like Sponsored Story in RHS
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Dark Page Post Ads
Unpublished Page Posts, a.k.a. Dark Page Posts Ads, are a different ball game.
They are essentially ads about a Page Post, similar to a Page Post Ad. However, in Dark Page Posts, the actual Page Post is never published. That is, you will not see it anywhere except
within the advertisement.
Dark Page Post Preview in Facebook Ads ManagerDark Page Post in RHS
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Facebook Variables
AD COPY
AD TYPE
TARGETING
BUDGETING
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Targeting
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Targeting : DemographicLocation
- This can be City-Specific. You can choose the Country first, then any major/minor cities within it.
Age- The age range starts at 13 and climbs upwards from
there.GenderPrecise Interests
- This covers all the individual interests that may be attributed to users.
Broad Categories- These are categories that Facebook has taken the liberty
of assisting to develop for advertisers.Connections
- You can choose to target users who are connected, or not connected, to various Fan Pages, Apps, or Events.
Sexual OrientationRelationship StatusLanguageEducationWorkplaceFriends of Fans
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Targeting : Behavior
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Targeting : Business Owners
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Targeting : Working Professionals
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Targeting : Mothers
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Custom Audience
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Custom Audience
Advertisements can be inclusive or exclusive.Recommended at least 500 entries.Data on your Custom Audience list is not retained by Facebook.
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Look-a-like Audience
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Lookalike Audience
Lookalike Audiences are based off a Custom Audience list.
When you submit a Custom Audience list, you can ask Facebook to generate a Lookalike Audience list for you.
This will create a list of users who are similar to your list of users on the Custom Audience List.
You need a Custom Audience list before you can create a Lookalike Audience list.
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In Summary
Have a Goal
Relevancy
Measurement
Targeting
Plan & Execute
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Question?
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About iClick
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Asia’s leading online buy-side platform that integrates search, display, mobile and social media marketing capabilities.
The platform harnesses the power of programmatic buying and data technology to maximize marketing ROI and provide the greatest efficiency.
About iClick
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Who We Are…?
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About iClick (continue)
Founded in 2009 and backed by strategic investors including Sumitomo, Bertelsmann, SSG Capital and Otto Group.First in the region to introduce algorithmic optimization and programmatic media buying with exclusive focus on performance marketing inventories.Integrate search, display and mobile demand to deliver truly performance-based solutions.
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Over 2,000 advertisers from Fortune 100 companies to medium-size businesses; Specialized in serving sectors with high concern on advertising performance such as banking/finance, travel, CPG and eCommerce.Offices in Hong Kong, Beijing, Shanghai, Shenzhen, Singapore, Taiwan and Korea with over 300 staffs.
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Key Clients Portfolio
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E-commerce
Travel & Hospitality
Banking & Finance
Consumer Products
Others
(5 out of China’s TOP 10e-commerce players are using iClickto make better decisions)
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Key Awards
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2012-2013 Best Interactive Agency – Search Award
2013 Best Use of 2013 Best Search ROI AwardSearch Solutions Award Merit: Englishtown & PromiseMerit: BUPA
2012 Best Use of 2012 Search Buzz Award 2012 Best Search ROI Award Search Solutions Award Merit: SC Storage Outstanding: EnglishtownOutstanding: Citibank Merit: BUPAMerit: Promise
2011 Best Search Creative Award 2011 Search Buzz Award 2010 Best Use of Keywords AwardOutstanding: Air Asia Outstanding: HK Disneyland Outstanding: Travelzen
Won the mostWon the mostNumber of Awards inNumber of Awards in
YahooYahooBig IdeaBig Idea Chair Chair Award Award 2010-20132010-2013
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Key Awards (continue)
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About the Award: The TF50 program entered China in 2005 and focused on promotingfast-growing technology companies. The program is now considered asbenchmark for fast-growing technology companies across the globe. iClick was recognized for having an excellent revenue growth over the past three years.
____________Technology
Fast 50 China
____________2011
Deloitte ____________
TechnologyFast 500
Asia____________
2011
Deloitte
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Key Awards (continue)
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______________Top 10
Agency of the Year
______________2010, -2012
___________Agency of the Year__________
2010
_____________Best ROIAwards
2011_____________FCLUB.CN
________________VMarketing
2012_________________Innovative Marketing
Award
______________________Golden Mouse
2013______________________Best Marketing
Platform Award
______________Baidu
MarketingAwards 2011______________
Best Search Award:Amazon
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Key Awards (continue)
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____________________________________________2013 China TopDigital______________________
Ecommerce Award
______________Search Agency of
the Year 2013______________Local Hero & Silver Award
______________________Best Creative Marketing Platform Award
______________________The 5th Annual
Advertiser Awards 2013
________________The 6th ROI Festival
Awards 2013_________________Solution - Software
and Technology Bronze Award
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iClick’s ProprietaryBuy-side Platform - XMO
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Where We Are
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Advertisers
Search Engines
AdExchanges
Publishers
Online Users
1st Party Data
3rd Party Data
XMOXMOiClick
ProprietyBuy-side Platform
A one-stop shop for aggregating, bidding and optimizing inventory across different online channels in the most efficient way.
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Buy-side Platform - XMO
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Media AggregatorAccess to a variety of digital
channels, biddable inventories and RTB exchanges to reach the
maximum audience
Audience BuilderPre-packaged audience segment and
tailor made audience tools at your choice to identify the
highest value customers
Programmatic BuySuite of optimization support single
and cross-channel optimization according to your own marketing
objectives
XMO AnalyticsSophisticated data-based
empirical analysis yields accurate insights via a comprehensive set of
performance reports
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Media Aggregator
Media Aggregator
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Access to a variety of digital channels, biddable inventories and RTB-enabled exchanges
Connect to a wide supply sources across search, display, social and mobile.
Reach the most number of relevant audience in your target markets:
95%* reach in Hong Kong90%* reach in China80%* reach in Southeast Asia
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Audience Builder
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Understand your current customers deeper and expand to a even larger audience base:
XMO distinct audience segments:22+ audience segments classified by industries, interests and lifestylesXMO audience data covers over 400 million Internet users in Asia, with 200 million audience profiles and over 200 million online transaction cookies.
Custom segment building tools:“XMO Direct” - Combine 1st party CRM data with tens of thousands of 3rd party segments to form an audience base that is the most relevant and valuable to your business. Machine learning to identify online users who exhibit similar behavioral to your converting users
Audience Builder
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Programmatic Buy
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One-stop access and manage online inventories across channels in a data-driven approach
Leading RTB technology that is built on our own cloud-based infrastructure and featuring the highest queries per second (QPS).
Comprehensive targeting suite base on a broad set of parameters:Geo-location, Day-parting, Placement, Contextual, Site, Device, Operating Systems
Advanced attribution model with multiple attribution settings available right from the platform:First Event, Weight First More, Evenly Distributed, Weight Last More and Last Event
Easy, intuitive goal setting to allow marketers to enter their goals (e.g. lower CPA, maximize conversions or increasing ROI).
Programmatic Buy
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XMO Analytics
XMO Analytics
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Robust, intuitive, easy-to-use reporting system
XMO unique data analytics solution is designed around the purchase funnel – mapping to user behavior and interaction with a brand.
Sophisticated data-based empirical analysis yields accurate insights that enable marketers to learn how customer behavior is affected at the key points along the converting funnel.
Specialized in visualizing performance through a combination of canned and custom reports:
Cross-channel DashboardPost-campaign Cookie Analysis Top Conversion PathsChannel Assist ReportAnd more….
Multi-advertiser interface makes it easy to manage multiple accounts with clear role-based access control for users and organizations
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Re-define digital marketplace and advertising performance with data, insights and innovations
www.i-click.com