Web 2.0 and creating unlimited market potential.. A presentation by erwin huang, erwin@fdlife.com eCMO Conference june 2008

What is the long tail? The Cruise Missile Conversion Location Wastage Infinite Market Opportunity

What is the long tail?

The Cruise Missile

Conversion

Location

Wastage

Infinite Market

Opportunity

The 20:80 rule Wealth 80% wealth own by 20% people 20% people paying 80% tax 6-sigma 80% problem caused by 20% causes Sales and Marketing 20% salesmen doing 80% sales 80% of your marketing effect comes from 20% audience 20% products delivers 80% of total sales, e.g. CD, Retail..

The 20:80 rule

Wealth

80% wealth own by 20% people

20% people paying 80% tax

6-sigma

80% problem caused by 20% causes

Sales and Marketing

20% salesmen doing 80% sales

80% of your marketing effect comes from 20% audience

20% products delivers 80% of total sales, e.g. CD, Retail..

Where credits due: Proposed by Chris Anderson, editor @Wired Credited as a major milestone for the start of the Web2.0 movement Originally focused on products and services Today will cover direct marketing, new services, one on one marketing

Where credits due:

Proposed by Chris Anderson, editor @Wired

Credited as a major milestone for the start of the Web2.0 movement

Originally focused on products and services

Today will cover direct marketing, new services, one on one marketing

Think per track, not per CD Meet The user that wants it.. The Beatles song that never got published..

Think per track, not per CD

Delivering Product/Service to the customer At the right time At the right place At the right Price vs Value Simply, easy user experience

Delivering Product/Service to the customer

At the right time

At the right place

At the right Price vs Value

Simply, easy user experience

What is a Conversion? When you click? When you buy? When the “call to action” occur..

What is a Conversion?

When you click?

When you buy?

When the “call to action” occur..

My store in macao Venetian 300 people buy.. The key is to buy.. The final conversion!! 10,000,000 people 3,000,000 people 50,000 people 1,000 people walkin

My store in macao Venetian

The Octopus Project.. The Tuen Mun store The OL working day The SMS gift The special “only for you arrangement” The target user profile.. Guess Conversion rate? Cost model vs Venetian The Cruise missile, know your target Offer the right value, at the right time, at the right place = simple conversion

The Octopus Project..

The Tuen Mun store

The OL working day

The SMS gift

The special “only for you arrangement”

The target user profile..

Guess Conversion rate?

Cost model vs Venetian

The Cruise missile,

know your target

Offer the right value, at the right time, at the right place = simple conversion

Model comparison Venetian rental vs Tuen Mun rental Venetian marketing vs Octopus marketing CPM vs Click-through Yahoo top banner vs google adsense

Model comparison

Venetian rental vs Tuen Mun rental

Venetian marketing vs Octopus marketing

CPM vs Click-through

Yahoo top banner vs google adsense

About buying a new digital camera.. Vs Somewhere in the Pacific Ocean.. ?? Mongkok, Chung Yuen, one of highest rent per sq ft in the world

About buying a new digital camera..

How much do you think this camera is worth at this moment? Olympus Diving Camera Ad..

Restaurant marketing DM vs Restaurant ad Click Through @google.com vs OpenRice.com on Mobile? Jewellry promotion at Causeway bay Harbour Tunnel Banner vs AppleDaily fulll page vs am730 vs MTR escalator ad Depends on what you are doing..

Restaurant marketing

DM vs

Restaurant ad Click Through @google.com vs

OpenRice.com on Mobile?

Jewellry promotion at Causeway bay

Harbour Tunnel Banner vs

AppleDaily fulll page vs

am730 vs

MTR escalator ad

Depends on what you are doing..

Not all marketing is about conversions 蒙牛 just before IPO Fighting Eleven Euro 08 ver, or Tshirt special with one click shopping in Now ESPN channel during the game

Not all marketing is about conversions

Build that Cruise missile Deliver value at the right time at the right place Find new markets Minimize wastage (depends on what u want to do) Know your customer (Octopus) Create new products/services (the olympus camera)

Build that Cruise missile

Deliver value at the right time at the right place

Find new markets

Minimize wastage (depends on what u want to do)

Know your customer (Octopus)

Create new products/services (the olympus camera)