• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Agency's Guide to China Digital Marketing Offering
 

Agency's Guide to China Digital Marketing Offering

on

  • 866 views

An introductory guide for agencies who want to extend their digital marketing services into Chinese markets. Visit http://ciw.me/14ox8SD for agency partner program for China.

An introductory guide for agencies who want to extend their digital marketing services into Chinese markets. Visit http://ciw.me/14ox8SD for agency partner program for China.

Statistics

Views

Total Views
866
Views on SlideShare
866
Embed Views
0

Actions

Likes
0
Downloads
39
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Agency's Guide to China Digital Marketing Offering Agency's Guide to China Digital Marketing Offering Document Transcript

    • incitez Agency’s Guide to China Digital Marketing Offerings v1, June 2013 Find out what you can do to expand your digital marketing offering into Chinese market
    • CONTENT LEVEL: Introductory Your Digital Partner for Chinese Market incitez.com incitez Copyright © 2013 All rights reserved 2
    • About Incitez /in-ˈsītiz/ •  Founded in 2010 focusing on digital strategy with offices in Singapore and China •  We deliver results for international brands and agencies in Southeast Asia and China •  Industry expertise: –  Travel, B2B, Education, Finance (banking & forex trading) •  Primary offerings: –  Digital strategy consultancy for Chinese and Southeast Asia markets –  Inbound marketing strategy and services –  Digital assets development –  Digital marketing campaign development incitez Copyright © 2013 All rights reserved 3
    • Agency’s Guide to China Digital Marketing Offerings TABLE OF CONTENTS •  •  •  •  China search marketing China social media Digital assets in China Other services incitez Copyright © 2013 All rights reserved 4
    • Agency’s Guide to China Digital Marketing Offerings CHAPATER 1 China Search Marketing According to Chinese research company EnfoDesk, Baidu had 66.91% China search engine market share in the first quarter of 2013 by user visits, followed by 360 with 13.42% and Sogou,owned by Sohu.com Inc (NASDAQ:SOHU) with 9.32%. Google ranked 4th in Chinese market, closely followed by Soso (owned by Tencent). As in the rest of the world, search engine marketing including SEO and PPC, is very effective generating leads and online sales. SEO takes time while PPC delivers quicker results. Paid search (PPC) tactics like AdWords can also be deployed on Baidu, 360 search, Sogou and Soso in China. incitez Copyright © 2013 All rights reserved 5
    • Agency’s Guide to China Digital Marketing Offerings For search engine optimization (SEO) services, agencies can offer custom packages covering from on-site SEO to off-site SEO optimization services. However some clients may not be ready to spend big bucks on SEO, in which case you could recommend content creation, SEO copywriting and link building services to build up organic search traffic as quick as possible. For clients launching a new or revamped website, an SEO site audit will be very valuable to help them identify areas for improvement to get more pages indexed and ranked on the first page. To get quick results, PPC is more helpful. In China, agencies can still target Chinese internet users with Google AdWords. However, to reach mass audience, Baidu is the top option. 360 Search, Sogou/Soso are also quite helpful reaching lower tier cities; for clients with lower budget, agencies get help them deliver results on these two search engines. incitez Copyright © 2013 All rights reserved 6
    • Agency’s Guide to China Digital Marketing Offerings Incitez also works with agencies to expand their online marketing offerings in Chinese market. Visit Incitez China online marketing blog CIW for more search engine trends and insights: http://CIW.me/11W8nhD incitez Copyright © 2013 All rights reserved 7
    • Agency’s Guide to China Digital Marketing Offerings CHAPATER 2 China Social Media “The most popular social media marketing channels in the world are Facebook and Twitter. As they are not accessible in mainland China, it’s intuitive to find out the equivalent of those two. Talking about Facebook, Renren will easily come to many marketers’ mind. Agencies can help brands set up Renren Page building an online community. Unfortunately, Renren’s open platform is not as powerful as Facebook and there is very limited things you can do on a Renren Page. Renren social ads platform is similar to Facebook ads and based on CPC auction model with the minimum required bid of one yuan (about 16 USD cents). Demographic targeting is available as well. incitez Copyright © 2013 All rights reserved 8
    • Weibo Marketing •  Weibo account set-up and verification –  Free if you have other Weibo service contract with us •  Weibo strategy –  Free if you have other Weibo service contract with us •  Weibo account management / maintenance •  Weibo campaign fan growth & engagement incitez Copyright © 2013 All rights reserved 9
    • Weibo Management services •  •  •  •  •  •  •  •  •  •  •  Account set-up & official verification: a Weibo enterprise account will be set up and verified Account design & optimization: design will be provided with account optimization for exposure on Weibo platform Weibo strategy: essential for guiding businesses’ directions on Weibo Content strategy: to guide content creation so that it will be tailored for target audience and effective for generating leads or sales Daily posting & engagement: 1-3 posts will be published per day with interactions with potential or existing fans Traffic generation: part of content will be tracked and published with the objective to drive traffic to companies’ official website Leads generation: leads generation focused content creation and interaction Monitoring: Weibo conversation will be tracked, analyzed and reported for topics on brands, product/industry categories and competitions Engagement campaign: for growing fan base and increasing engagement with target audience on Weibo Custom landing page: created for higher conversions New offer implementation: new offer recommendation for leads and sales generation incitez Copyright © 2013 All rights reserved 10
    • Weibo Management service Packages Services BASIC PRO Enterprise Account set-up & official verification ✔ ✔ ✔ Account design & optimization ✔ ✔ Custom Weibo strategy ✗ ✔ With integration Content strategy ✔ ✔ ✔ Daily posting & engagement ✔ ✔ ✔ Traffic generation ✔ ✔ ✔ Leads generation ✗ ✔ ✔ Monitoring ✗ 1-3 keywords 5 keywords (real time) Engagement campaign ✗ ✔ ✔ Custom landing page ✗ 1-3 per quarter 1-3 per month New offer implementation ✗ 1-2 per quarter 1 per month incitez Copyright © 2013 All rights reserved 11
    • Agency’s Guide to China Digital Marketing Offerings The largest social network in China is Qzone, created by Tencent in 2005. According to Tencent, Qzone has over 600 million users. QZone allows users to write blogs, keep diaries, send photos, and listen to music. Many Qzone users use other social networks like Renren and Weibo as well but making the content private to her network of friends only. Agencies could create Qzone account with high quality target content for clients being either guides, photos, or apps. incitez Copyright © 2013 All rights reserved 12
    • The most popular social network in China is microblogging platform Weibo.com, created by Sina. According to Sina, Weibo has about 536 million registered users, over 38 million of which are actively accessing the platform via mobile devices. Setting up a Weibo account and maintaining it with quality target content and engagement campaigns to grow and engage fan base are the first thing agencies can do for advertisers. The monthly fee for such services costs from a few hundred US dollars to over ten thousands in China. Weibo also allows promoted posts, display banner advertising as well, which agencies could utilize. incitez Copyright © 2013 All rights reserved 13
    • Agency’s Guide to China Digital Marketing Offerings Q&A sites, like Yahoo Answers, Wiki-style websites, blogs, local forums and BBS are also important social media channels agencies could help advertisers utilize. Visit CIW for more social media trends and insights: http://ciw.me/12UKb2B incitez Copyright © 2013 All rights reserved 14
    • Agency’s Guide to China Digital Marketing Offerings CHAPATER 3 Building Digital Assets in China There are more users accessing internet from mobile devices than those from desktop computers and laptops in China. Creating localized Chinese websites with fully responsive design will enable brands to reach more audience. Ideally, websites hosted in mainland China will have better loading speed, delivering better experience to China internet users. If neither the client or the agency has a local office in China, you can get help from Incitez as a local business entity is required for domain registration and web hosting in China. Creating other digital assets like mobile apps and e-Books can also help agencies add value to the clients. incitez Copyright © 2013 All rights reserved 15
    • Agency’s Guide to China Digital Marketing Offerings CHAPATER 4 Other Services Agencies can also consider the following opportunities when expanding service offerings in the Chinese market: –  –  –  –  –  –  –  –  incitez Digital strategy development Digital PR Online display banner advertising Online video advertising Designing and conducting online survey/research Copywriting E-commerce Translation services Copyright © 2013 All rights reserved 16
    • Agency’s Guide to China Digital Marketing Offerings Next Steps Be An Incitez Agency Partner Agencies without any presence in China or the expertise can join Incitez Agency Partner (IAP) program. IAP extends agencies’ offerings by equipping them with China digital marketing capabilities. To apply for ICP program or get service rate card for Chinese markets for evaluation, you can contact us here: http://ciw.me/14msLYq incitez Copyright © 2013 All rights reserved 17
    • incitez incitez.com/china 18