勞工處: 「青年就業起點」 - 「智‧Phone狂」Marketing 課程

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香港智能手機普及率位於全球前列。手機不只是用來打電話,而是透過互聯網和Apps互相聯繫。智能手機的迅速普及,爲市場推廣帶來了新衝擊,企業不得不開始將市場推廣的戰場搬往手機平台,務求以無孔不入的方式,向消費者及客戶推銷公司的最新產品及服務。 此課程除了爲創業達人度身訂造,亦能爲有興趣投身市場策劃及推廣行業的會員提供最新行情!

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勞工處: 「青年就業起點」 - 「智‧Phone狂」Marketing 課程

  1. 1. 勞工處「青年就業起點」 「智‧Phone狂」Marketing Matthew Kwan Adams Company Limited 2013年11月15日 Copyright © 2013. Adams Company Limited. All rights reserved. 1
  2. 2. DISCLAIMER 聲明 Copyright © 2013. Adams Company Limited 本課程內容版權所有, 未經許可, 不得翻印或向外 傳閱 No part of this training material is allowed to reprint or circulate publicly. Copyright © 2013. Adams Company Limited. All rights reserved. 2
  3. 3. 課程目標 • 香港智能手機普及率位於全球前列。手機 不只是用來打電話,而是透過互聯網和 Apps互相聯繫。智能手機的迅速普及,爲 市場推廣帶來了新衝擊,企業不得不開始 將市場推廣的戰場搬往手機平台,務求以 無孔不入的方式,向消費者及客戶推銷公 司的最新產品及服務。 此課程除了爲創業 達人度身訂造,亦能爲有興趣投身市場策 劃及推廣行業的會員提供最新行情! Copyright © 2013. Adams Company Limited. All rights reserved. 3
  4. 4. 課程內容 • 第一課 為何流動市場推廣咁重要 – 流動市場推廣(Mobile Marketing) 最新趨勢 – 什麼流動渠道能有效接觸你的目標對象? – 如何利用這些流動渠道 • 第二課 如何設計你的流動市場推廣計劃? – 流動市場推廣計劃成功因素 – 如何預備去推出流動市場推廣計劃 – 怎樣量度流動市場推廣計劃的成敗 Copyright © 2013. Adams Company Limited. All rights reserved. 4
  5. 5. 第一課 為何流動市場推廣咁重要 Copyright © 2013. Adams Company Limited. All rights reserved. 5
  6. 6. 68 4.6 mobile subscriptions China mobile internet users 5.9 China internet users 70 12 facebook users Source: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#subscribers http://www.internetworldstats.com/stats.htm http://www.cnnic.net.cn/hlwfzyj/jcsj/ http://newsroom.fb.com/Key-Facts Copyright © 2013. Adams Company Limited. All rights reserved. 24 internet users 15 smartphones in 100M units 6
  7. 7. 1.15 Billion* Facebook is the largest social media* in the world Picture source from: http://my.spill.com *1.15B users as of June, 2013: http://newsroom.fb.com/content/default.aspx?NewsAreaId=22 Copyright © 2013. Adams Company Limited. All rights reserved. 7
  8. 8. Top 10 leading website in Hong Kong & China 1. Google.com.hk 2. Google.com 3. Facebook 4. Yahoo! 5. Baidu.com 6. YouTube 7. Taobao.com 8. QQ.com 9. Wikipedia.org 10.gamer.com.tw 1. Baidu.com 2. QQ.com 3. Taobao.com 4. Sina.com.cn 5. 163.com 6. Hao123.com 7. Weibo.com 8. Tmall.com 9. 360.cn 10.Sohu.com Alexa Ranking as of 2013.11.15 Copyright © 2013. Adams Company Limited. All rights reserved. 8
  9. 9. Internet/Mobile Giants *All names & brands are property of their respective owners Copyright © 2013. Adams Company Limited. All rights reserved. 9
  10. 10. 流動市場推廣(Mobile Marketing) 最新趨勢 Copyright © 2013. Adams Company Limited. All rights reserved. 10
  11. 11. Mobility is Reality! Picture from : http://biginja.com/objective-smartphone-review/ Copyright © 2013. Adams Company Limited. All rights reserved. 11
  12. 12. Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/ Copyright © 2013. Adams Company Limited. All rights reserved. 12
  13. 13. Source: http://impressivemobile.com/how-fast-is-mobile-internet-growing/ Copyright © 2013. Adams Company Limited. All rights reserved. 13
  14. 14. Android and iOS Combine for 91.1% of the Worldwide Smartphone OS Market in 4Q12 and 87.6% for the Year, According to IDC Source: http://www.idc.com/getdoc.jsp?containerId=prUS23946013 Copyright © 2013. Adams Company Limited. All rights reserved. 14
  15. 15. Source 19 Oct 2012: http://www.onbile.com/info/how-many-people-use-smartphones-in-the-world/ Copyright © 2013. Adams Company Limited. All rights reserved. 15
  16. 16. 2.5G & 3G Mobile 手機用戶 HK: 11M* PRC:464M** of 591M Mobility is Reality! *Source: July, 2013 http://www.ofca.gov.hk/tc/media_focus/data_statistics/key_stat/index.html **Source: June, 2013 http:// http://www.cnnic.cn/hlwfzyj/jcsj/ Copyright © 2013. Adams Company Limited. All rights reserved. 16
  17. 17. 96%每天都會用手機上網,高 於日本(94%)、新加坡(93 %)、韓國(92%)。 另外,71%每天會用手機上社 交網站;68%會在YouTube觀看 短片或與朋友分享。應用程式 方面,每名用戶平均下載39個 App,包括十個收費App,僅次 韓國。智能手機亦改變人們消 費模式。調查指,43%曾以手 機購物,當中68%更在過去一 個月內購物;62%每月至少進 行一次性流動購物,如訂餐廳、 機票等。 Copyright © 2013. Adams Company Limited. All rights reserved. 17
  18. 18. 什麼流動渠道能有效 接觸你的目標對象? Copyright © 2013. Adams Company Limited. All rights reserved. 18
  19. 19. Targeted & Location Based SMS • • • • • Age, Sex Phone Bill $ Area, Street Shopping Mall International Roaming • Devices OS Copyright © 2013. Adams Company Limited. All rights reserved. 19
  20. 20. Copyright © 2013. Adams Company Limited. All rights reserved. 20
  21. 21. WeChat attracts 300m users in less than 2 years Source: http://www.chinadaily.com.cn/cndy/2013-01/17/content_16128915.htm Copyright © 2013. Adams Company Limited. All rights reserved. 21
  22. 22. Source: http://tappier.com/wechat-registered-user-accounts-in-oversea-markets-road-to-100-m Copyright © 2013. Adams Company Limited. All rights reserved. 22
  23. 23. Google & Apple are driving Mobile User Experience *All names & brands are property of their respective owners Copyright © 2013. Adams Company Limited. All rights reserved. 23
  24. 24. *All names & brands are property of their respective owners Copyright © 2013. Adams Company Limited. All rights reserved. 24
  25. 25. Copyright © 2013. Adams Company Limited. All rights reserved. 25
  26. 26. Facebook Sponsored Stories Copyright © 2013. Adams Company Limited. All rights reserved. 26
  27. 27. 如何利用這些流動渠道 Copyright © 2013. Adams Company Limited. All rights reserved. 27
  28. 28. 如何與你的客戶 Mobile 連接? Picture Source: http://qriosity.eu/wpcontent/uploads/2011/04/qrcode3.jpg http://qranywhere.blogspot.hk/2010/04/iron-man2-staring-qr-codes.html Copyright © 2013. Adams Company Limited. All rights reserved. 28
  29. 29. Virtual Store at Subway Station: TESCO – Home plus in S.Korea www.youtube.com/watch?v=fGaVFRzTTP4 Copyright © 2013. Adams Company Limited. All rights reserved. 29
  30. 30. Virtual Subway Supermarket in Shanghai and Beijing Source: http://www.littledoremi.com/virtual-subway-supermarket-in-shanghai-and-beijing/ Video: http://www.youtube.com/watch?v=ZO3Sfm8R_MQ&feature=youtu.be Copyright © 2013. Adams Company Limited. All rights reserved. 30
  31. 31. Mobile Apps….?? A question of Critical Mass! Locational Tools Utilities Social Contents Copyright © 2013. Adams Company Limited. All rights reserved. 31
  32. 32. 第二課 如何設計你的流動 市場推廣計劃? Copyright © 2013. Adams Company Limited. All rights reserved. 32
  33. 33. Best Online, Digital, Mobile Integrated Marketing Campaigns SEO: Online PR e-Branding Social Media Search Engine Marketing e-Mails Display Banner Ad. Copyright © 2013. Adams Company Limited. All rights reserved. Mobile Marketing 33
  34. 34. Copyright © 2013. Adams Company Limited. All rights reserved. 34
  35. 35. ROI…..is Copyright © 2013. Adams Company Limited. All rights reserved. 35
  36. 36. Viral Marketing is all about CRITICAL MASS! Copyright © 2013. Adams Company Limited. All rights reserved. 36
  37. 37. 流動市場推廣計劃成功因素 Copyright © 2013. Adams Company Limited. All rights reserved. 37
  38. 38. We live in a TOO……. complicated world!! Picture Source: http://www.visionwebguru.com/enhance-your-sites-viewing-experience-with-responsive-web-design.html Copyright © 2013. Adams Company Limited. All rights reserved. 38
  39. 39. Responsive Design?? Picture source: http://payload.cargocollective.com/1/0/1171/12062/head-site_900.jpg Copyright © 2013. Adams Company Limited. All rights reserved. 39
  40. 40. Copyright © 2013. Adams Company Limited. All rights reserved. 40
  41. 41. Copyright © 2013. Adams Company Limited. All rights reserved. 41
  42. 42. 如何預備去推出流動市場 推廣計劃 Copyright © 2013. Adams Company Limited. All rights reserved. 42
  43. 43. Example: KLM Surprise Copyright © 2013. Adams Company Limited. All rights reserved. 43
  44. 44. Copyright © 2013. Adams Company Limited. All rights reserved. 44
  45. 45. Copyright © 2013. Adams Company Limited. All rights reserved. 45
  46. 46. Copyright © 2013. Adams Company Limited. All rights reserved. 46
  47. 47. WeChat Services Account Reference to http://www.chinainternetwatch.com/3357/trilogy-wechat-service-account/ Copyright © 2013. Adams Company Limited. All rights reserved. 47
  48. 48. WeChat Official Account Picture Source: http://cdn.techinasia.com/wp-content/uploads/2013/09/WeChat-shopping-members-card-01.jpg http://technode.com/wp-content/uploads/2013/09/QQ%E6%88%AA%E5%9B%BE20130919142429.png Copyright © 2013. Adams Company Limited. All rights reserved. 48
  49. 49. Services Vs Official Accounts Copyright © 2013. Adams Company Limited. All rights reserved. 49
  50. 50. 管理後台?? Copyright © 2013. Adams Company Limited. All rights reserved. 50
  51. 51. 怎樣量度流動市場 推廣計劃的成敗 Copyright © 2013. Adams Company Limited. All rights reserved. 51
  52. 52. e-Marketing: Measuring Success…? Planning, Optimization & Media Selection  CPM – Cost Per 1000 impressions (M=1000)  CPC – Cost Per Click Performance, ROI Calculation  CPA – Cost Per Action  CPS – Cost Per Sales Copyright © 2013. Adams Company Limited. All rights reserved. 52
  53. 53. Google Analytics can ONLY be treated as reference! Copyright © 2013. Adams Company Limited. All rights reserved. 53
  54. 54. Copyright © 2010 Adams Company Limited. All rights reserved. 54
  55. 55. Copyright © 2010 Adams Company Limited. All rights reserved. 55
  56. 56. Thank you! We look forward to collaborating with you Find us on Add us to Phone Book Copyright © 2013. Adams Company Limited. All rights reserved. 56

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