eCMO Conference 2013 - Cases Sharing on Brand Building and eCommerce
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Mr. Andrew Yau

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

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eCMO Conference 2013 - Cases Sharing on Brand Building and eCommerce Presentation 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