eCMO Conference 2013 - Cases Sharing on Brand Building and eCommerce
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

eCMO Conference 2013 - Cases Sharing on Brand Building and eCommerce

  • 831 views
Uploaded on

Mr. Andrew Yau ...

Mr. Andrew Yau
General Manager, Marketing, New World iMedia Solutions Limited
Speech topic: Cases Sharing on Brand Building and eCommerce

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
831
On Slideshare
822
From Embeds
9
Number of Embeds
1

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 9

http://www.hkaim.org 9

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.© Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Cases Sharing onBrand Building & eCommerceJun 4, 20131Andrew YauGeneral Manager, MarketingNew World iMedia Solutions Limited© Copyright 2013. New World iMedia Solutions Limited. All rights reserved.
  • 2. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.All Opportunities Ahead?2B2C ecommerce sales grew 21% to top US$1 trillion in 2012• Asia-Pacific grew more than 33%, reaching one-third of global volume• China will become the 2nd largest B2C ecommerce market in 2013,14% share of global sales with 65% growth from US$110 billion in 2012eMarketer.com
  • 3. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.All Opportunities Ahead?3“E-Commerce Soars in China” by The New York TimeseMarketer.comSouth Korea; Statistics Korea (KOSTAT)Tiger Countries B2C E-Commerce Report 2013, ystats.com• 220m buyers• US$500+ averagespending• Both market sizeand spending to bedoubled in 2016• 58% shoppedonline at least oncea week (highest %)• 1.5% of HK firms sellgoods & services viaelectronic means (09)• 70 daily-dealwebsites werelaunched in 2 years• More than half of allInternet users haveonline purchases• Fastest growth inpersonal electronicdevices, games,beauty/cosmeticsproducts• Mobile commercejumped 444% toHK$6.4b in 2012• Top mobilespending: movietickets, games,fashions• Women shoppingonline more oftenthan men• eCommerce sectorreached US$22b in2012• Continues to tapChina to grow itsmarket value• More than half ofinternet usersexperiencedproblems withunstableconnections & poorInternet quality• Online retail salesare projected toincrease by a smalldouble digit %• B2C sales reachedUS$19B, while B2Bat US$930b• B2C eCommerceshare of total retailis 6%• Smartphones usedmore often thanNotebooks to shopOnline• eCommerce fromtotal retail is est.<1%• Mobile share oftotal online ordersincreased to almosta quarter• B2C eCommercesales will increaseby almost 50%• Some pick upstations are to beset up in 2013“HK retailers use PayPal to buck e-commerce trend” by Enterprise InnovationHong Kong as an Information Society” by Census and Statistics Dept, 2012The Visa APCEMEA e-Commerce Consumer Monitor Research 2012China Hong Kong Taiwan S. Korea Singapore
  • 4. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.4How Digital Marketing HelpsEnterprises Explore NewMarket? Focus on Branding oreCommerce or bothtogether?What are the strategies?
  • 5. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.What to benchmark5http://web1.sasa.com/SasaWeb/eng/sasa/home.jspwww.strawberrynet.comhttp://hk.cosme-de.com/b5/main/main.html
  • 6. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.A Typical Go-to-market Strategy byHK EnterprisesExpo > Find Buyers > Get Orders > Deliver Good•No Contact with End Customers•No Saying on Market Price•Limited involvement on consumer marketing•Weak brand building•Mainly for B2B, and it can be fragilePassive and Very Dependent6
  • 7. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Now: Digital Marketing1. Online Advertising2. eCommerce Platforma) Brand websiteb) 3rd Parties: ebay / amazon / taobao3. Social Platform:- facebook / twitter / Instagram / Pinterest / SinaWeibo7
  • 8. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.What Digital Marketing means to them?8Branding? eCommerce?Both?
  • 9. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Example• A self-branded accessories manufacturer for hotgadgets (iPhone, Android, Game Consoles, Audio &Media Players…)• Positioned as high tier brand at premium price,emphasis on product quality, durability & userexperience• Target Market: N. America & Europe as primary9Past• Joined 5-6 Overseas Expos yearly• Yearly spent over a Million• Established distribution channels• Some brand recognition to Outlets
  • 10. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Online AdvertisingCampaign Strategies (Branding)1. Placement Targeting:• Worldwide coverage (focusing N. America & Europe)10
  • 11. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Online AdvertisingSome keen tactics:• Conversion Tracking– Time Spent on “About Us”– Pages / Visit– Email Subscribe / Membership Registration• Larger market  more competitors higher biddingprices• Seasonal Factors (Thanksgiving, X’mas, New Year…)• Changing budget allocation based on Products’popularity• Update banner visuals frequently11
  • 12. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.2. Yahoo! Fixed Position and Search• 1st Position• Keywords selection: newest or unofficial productnames (e.g. iPhone 6, iPad 5…)Online Advertising12Photo Display
  • 13. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Further digital mixSocial Media• Keen on engagement with end-users– Facebook: worldwide exposure– TwittereCommerce• To move forward step-by-step• Current: ebay, Amazon• Future:Online Shopping  more Traffic Brand Building13
  • 14. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.From B2B to B2C14Marketing Strategy Evolved(Expo > Digital Marketing)Channel Expansion(Outlets > eCommerce (3rd Parties) > Own)Role of Digital MarketingFrom Brand Building > eCommerce
  • 15. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Comes to…15Branding & eCommerce
  • 16. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Example• A Local Brand on Health & Beautysupplement• Established Brand in HK– Use celebrity (advertising, packaging, event, etc)– High reach via local media– Sell through major health & beauty chain stores• Decided to explore retail & overseas market– Invest on new systems like ERP, CRM, etc– Overseas market: go online16
  • 17. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Clear Digital Strategies• Target audiences: Ethnic Chinese only• eCommerce: a new online shop brand withover 1,000 products– Mobile site available• Online advertising:– Search: Unique Products / Branding / GenericKeywords (e.g. 減肥瘦身, 保健品…)– Placement Targeting: Topic Targeting and InterestCategory on Health and Beauty• Social Media: diversified pages17
  • 18. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Tactics• Keywords, Images, T&D Selection:18For Brand Building For eCommerceCompany Introduction Products DescriptionLink to Home Page Link to Product PageProducts shots with Chinese descriptions
  • 19. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Tactics• Remarketing tools:– Different creative / offers for new visitors vscustomers– ROI and enhance Brand awareness19
  • 20. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.On-target Results• Different Conversion Goals SetTop 5 Overseas Campaigns20Campaign Conv. Rate on ClicksAustralia Remarketing 17%Australia Search 14%Canada Search 13%UK Search 12%UK Remarketing 9%
  • 21. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Business Strategy First21“E-commerce is still „commerce‟and it is just a new sales channel.An enterprise needs to consider its product structureand business strategy first,and then start thinking about online business operationssuch as setting up the shop and building the team”Industrialist, FHKI
  • 22. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Brand with or without boundary22• Online Advertising: Focus on US / Europe• Learning:• Brand recognition• Product• Target customers
  • 23. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Have strategic plans to suit business needsAssess brand equity to your targetDecouple strategy and innovation23
  • 24. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Providing One-stop, Comprehensive Online and Cost-effectiveAdvertising SolutionsAuthorized ResellerSearch Marketing Online Display Ad. Mobile Ad.Online CreativeDevelopmenteDM Marketinghttp://www.nw-imedia.com/
  • 25. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.Thank You25