The Unified Experience: Beyond the Checkout Cart

Ta n i a L a u | D i r e c t o r o f M a r k e t i n g , Ya h o o H o n g K o n g | M a y 2 0 , 2 0 1 5

#Consumers’ 3 biggest fears nowadays

source: iab future trends

#Significance of digital in our personal lives

Yahoo 2014 Confidential & Proprietary.

Source: Ipsos Media Atlas 13’Q1-Q4; Best describe medium – Help you decide what to buy

#Internet is the most influential medium on

purchase decision

39% think Internet is the best medium

to help them decide what to buy

18% think TV is the best medium

to help them decide what to buy

10% think Mobile is the best medium

to help them decide what to buy

8% think Newspaper is the best medium

to help them decide what to buy

Yahoo HK eCommerce Purple Paper 2014

#90% have researched a product/service on smartphone

『電子商貿紫皮書』數

據顯示：

66% 網購人口有用手機逛購物網站或APP的習慣

64.1% 手機購物族每星期用手機逛購物網站超過一次

十大最受「手機購物族」歡迎的網上購物購物網站十大

6:00 – 9:00am

8:00 – 11:00pm

Source: Yahoo x Mindshare Mobile Behavior Study 2013

Mobile Shopping

#Mobile shopping prevails from 2000-0300

#Mobile shoppers are more affluent aged 25 to 44

40% PMEB (professionals, managerial, entrepreneurs,

business owners)

+12% MHI @$44,700

Higher monthly household income than average

respondents

Source: Yahoo HK Ecommerce Landscape Report 2014, Age 15-54; Samples 3,198

Female

54%

Male

46%

20%

26%

28%

26%

17%

29%

33%

21%

15-24

25-34

35-44

45-54

Age All Mobile Shoppers

#F&B and fashion topped mobile shopping

Source: Yahoo HK Ecommerce Landscape Report 2014, Age 15-54; Samples 3,198

Dining Offers • Clothes

• Accessories

• Shoes & Bags

Household Products Entertainment Services

Cosmetics

#reasons for mobile shopping

Source: Yahoo HK Ecommerce Landscape Report 2014, Age 15-54; Samples 3,198

10

Search

online for

airtix deal

& related

info

Seek views

on social

Check out

deals @

agent

Compare

deals

on/offline

Bought

limited

airtix

offer

online Chose to

redeem @

agent

Deals site

rewarded

her with

discount

code Automatic

email and

in-app

notification

sent

Start Finish

Check

reviews on

forum /

blog

Receive

further

travel offer

update via

eDM

#A typical consumer journey nowadays

SOURCE: Digital log-file data n=201 INFORMATION: All edges (lines linking nodes) are proportional to the volume of journeys made between these nodes.

#Purchase journeys can be extremely complex – a multi-path experience in an omni-channel environment

Reach% of on- and online touchpoints

20%

35%

38%

47%

49%

56%

56%

68%

69%

75%

91%

91%

Travel Metasearch Website / App

TV & Radio (Ad, Program)

Social media_Facebook (Travel…

Store visit

Destination Website /App

Review, Forum, Blogs (Travel…

Print Media (Ad, Article)

Travel Advisor Website /App

Airline Website / App

Online Travel Agent Website / App

Word of Mouth

Search Engine (Travel Related)

Reach of offline touchpoints

(claimed in surveys)

Reach of online touchpoints -

Desktop & Mobile (measured)

N=322 Online Panel Behavior Tracking | N=191 Diary survey offline touchpoint users (weighted)

#Understand online and offline roles –

each piece of the consumer’s experience should be

consistent and complementary

Yahoo 2014 Confidential & Proprietary. 13

Align your brand with leading

content properties, and events

Deliver strong results from brand

awareness to sales conversion

Seamlessly

integrate ads

with Yahoo

content

Connect with hundreds of millions of

searchers across devices

Amplify campaigns with precise

targeting, data, and reach

Yahoo delivers a better way The only unified solution and advertising experience to close the loop in one place

ECOMMERCE

SEARCH

PREMIUM

AUDIENCE

NATIVE

VIDEO

#Consumers are seeking ubiquity – an omni-channel experience

Awareness Marketing

Consideration Engagement

Purchase Conversion

Redemption Fulfillment

Cross Media & Multi-platform Digital Experience Influence the Journey

Note: AIDA Model

Loyalty CRM

#Fast facts of Yahoo Shopping

4th anniversary for Yahoo Deals in June 2015

#1 Daily Deals platform in PV, UU comScore Sept 14’

35%+ transactions from Mobile, higher on weekends

Top categories are F&B, travel, beauty and appliances

30 Audi A1 in 1 week - 2012

160,000 Mochi Sweets vouchers in 1 week - 2012

30,000 Ocean Park tickets in 2 weeks - 2013

100,000 Taipan cash vouchers in 2 weeks - 2013

65,000 hand-shredded chicken vouchers in 2 weeks -

2013

3,333 air tickets to Taipei in 10 mins - 2014

Yahoo Hong Kong brings it together – Winning Cases #Media x Content x Commerce

#Yahoo 15 For Here We Dare Creativity Project

15 Golden Creative Week – Kickstarter Fund

Local buzz illustrators, designers and brands put their concept product for sale on Yahoo Deals

Total 15 conceptual products on sale

Driving

O2O

#Ongoing effort to deliver better ROI Leverage Yahoo unified solution to maximize prospect reach, drive scale and achieve cost efficiency

Traditional Marketing Campaign

AXP Internal 18

Unified Digital Solution

Amazing things happen when everything works together. Yahoo brings it together. Thank You.

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