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Hello@happymarketer.com
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Search     Discovery   Connectivity& The Power of Data                 Hello@happymarketer.com
Digital Mediais revolutionizing     our lives!	                   Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
What are some of the trends you observe?	                              Crowd-sourced	      Off-line  online         integr...
Real-time data integrated digitalmarketingPrantik Mazumdar	Partner, Happy Marketer	prantik@happymarketer.com	             ...
If I were to ask you, how is Singapore feeling today?Sad? Happy? Ok? What would you say??                                 ...
And how was Singapore feeling during the Budget Valentines month?J                                Valentines Day!	       ...
Let’s see what are people in HK searchingfor right now?......                                  Hello@happymarketer.com
And what are they tweeting as we speak??                                      03:14	                                   Hel...
Some fun social  mobile trivia!1.  What is the mobile penetration of HK	2.  What is the smartphone penetration of HK?	3.  ...
We have moved into a               real-time information era	                                       People are searching  ...
The advent of Web 2.0 has transformed revolutionized the Internet…      Web	  2.0	  encompasses	  services	  	  applica8on...
Its much more than just Facebook, LinkedIn Twitter…                                 Hello@happymarketer.com
Everyone can be a creator, critic collector!                                      Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Social media allows the same consumer to bea producer  your brand ambassador too!                                 Hello@ha...
Hello@happymarketer.com
The Internet has democratized                information flow.	                       	                       	            ...
How has this affected the print industry?	                                     Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
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Hello@happymarketer.com
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Why is the 600+ year old  printing press industry   suddenly struggling?	                         Hello@happymarketer.com
Discussion	                Hello@happymarketer.com
I wasn’t joking when I said that HongKong folks are mobile  social in toilets;)     We are pretty high in the scale!      ...
Hello@happymarketer.com
Today’s agenda…..  1. Asia  HK’s Digital  Mobile Landscape	    2. 11 Best Digital Practices for Luxury Brands	  	  3. Diff...
Asia	  	  HK’s	  Digital	  and	  Mobile	  Landscape	                                    Hello@happymarketer.com
Source:	  www.thomascrompton.com	                                          Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Smartphone Penetration in APAC…..   •  Singapore – 70%	   •  Hong Kong – 60%	    	   •  Australia – 37%	   •  USA – 31%	  ...
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
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Hello@happymarketer.com
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Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Do check out some of these fashion/beauty/luxury pages…..                                     Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Mobile Web Trends are rather       unique in Asia	                           Hello@happymarketer.com
Mobile Web Usage Trends…..   •  Globally 8.9% of web traffic comes from mobile	   •  In Asia, that number stands at 14%    ...
Smartphones, mobile web, mobile apps      are transforming our lives!	                             Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Today’s agenda…..  1. Asia  HK’s Digital  Mobile Landscape	    2. 11 Best Digital Practices for Luxury Brands	  	  3. Diff...
Lets	  talk	  luxury	  	  lets	  talk	  digital!	                                      Hello@happymarketer.com
What business are we in again?          CONTENT PUBLISHING                                MEDIA ADVERTISING               ...
Who are my target audiences?Can digital help me cater todifferent segments?                               Hello@happymarket...
SPONSORS BRANDS	 BURDA	 TARGETAUDIENCE	              Hello@happymarketer.com
Key Questions to Discuss  Debate  1. Do affluent consumers consume content       purchase products online?      - If so, wh...
A broad outlook  1. Traditionally, luxury brands have been hesitant to move online	  	    2. Given Internet’s increased ub...
Luxury brands must have a strongonline presence…  1. Without or without the brand’s online presence, there are       multi...
11 best digital practices of high-endluxury brands  1.  Communicate the dream of the luxury brand	  2.  Digital as a piece...
The spectrum of accessibility andexclusivity……  All luxury brand communications must fall somewhere in                    ...
Where does digital play a role in?   The Internet is found on the principles of accessibility       democracy, luxury bran...
#1. Communicate the dream of the    luxury brand  1.  Build the brand’s image  mythology online to make it desirable      ...
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#2. Digital as a piece of the larger puzzle  1.  The most successful luxury digital campaigns are fully integrated      wi...
Hello@happymarketer.com
Hello@happymarketer.com
#3. Tell a great story!  1.  Go beyond aesthetics to create marketing products that add      value for the consumer – some...
Hello@happymarketer.com
Hello@happymarketer.com
#4. Be a cultural tastemaker 1.  Elevate the brand’s luxury status by acting as an arbitrator of taste,     recognizing an...
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#5. Be a trusted guide to lifestyle    content 1.  Be the trusted, preferred source for best-in-class lifestyle content.	 ...
Hello@happymarketer.com
Hello@happymarketer.com
#6. Use history as a way to push forward 1.  Luxury brands frequently illustrate and share the brand’s history      herita...
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#7. Encourage the spirit of competition 1.  Affluent folks are competitive and want to win!	      	 1.  Leverage the commar...
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#8. Talk to younger luxury consumers  1.  Luxury brands need a strategy to engage the yuppies  3rd      generation royals/...
Hello@happymarketer.com
Hello@happymarketer.com
#9. Offer incomparable services  1.  Time is money  the affluent are willing to buy time  service      at high costs.	  2.  ...
Hello@happymarketer.com
Hello@happymarketer.com
#10. Use digital to convey exclusivity  1.  Closed communities  selective services to elite customers	  2.  Premium-paid m...
Hello@happymarketer.com
Hello@happymarketer.com
#11. Facilitate  encourage socialsharing  crowd-sourcing                                     Hello@happymarketer.com
11 best digital practices of high-endluxury brands  1.  Communicate the dream of the luxury brand	  2.  Digital as a piece...
Hello@happymarketer.com
Today’s agenda…..  1. Asia  HK’s Digital  Mobile Landscape	    2. 11 Best Digital Practices for Luxury Brands	  	  3. Diff...
DriveTraffic	            Hello@happymarketer.com
Drive             Traffic	             Drive            Eyeballs	Increase                   Increase   Subs	               ...
DriveTraffic	            Hello@happymarketer.com
Search Engine Marketing/Optimization                                Hello@happymarketer.com
Display Banner Advertising                         Display                        Advertising	   Premium                  ...
Premium Buy              Hello@happymarketer.com
Premium Buy              Hello@happymarketer.com
Premium Buy              Hello@happymarketer.com
Premium Buy              Hello@happymarketer.com
Premium Buy 1.  Usually a fixed spot, fixed time-frame buy with a     minimum spend	 2.  High Share of Voice  hence great fo...
Run-Of-Site              Hello@happymarketer.com
Run-Of-Site              Hello@happymarketer.com
Run-Of-Site  1.  Usually non-premium spots other than the      homepage	  2.  Remnant inventory, dished out randomly and  ...
Run-Of-Network                 Hello@happymarketer.com
Run-Of-Network                 Hello@happymarketer.com
Run-Of-Network 1.  Usually theme-based, collectivised, non-premium     spots other than the homepage	 2.  Remnant inventor...
Contextual Networks                      Hello@happymarketer.com
Re-Marketing on Contextual Networks isvery powerful                                 Hello@happymarketer.com
Contextual Networks  1.  Usually non-premium spots other than the      homepage	  2.  Remnant inventory, dished out based ...
Social Media Advertising                 Social Media                 Advertising	   Facebook	        LinkedIn	         Tw...
Facebook Advertising - Premium                                 Hello@happymarketer.com
Facebook Advertising – Run-Of-Site                                 Hello@happymarketer.com
LinkedIn Advertising - Premium                                 Hello@happymarketer.com
LinkedIn Advertising – Network Ads                                 Hello@happymarketer.com
Twitter for Business!                        Hello@happymarketer.com
Twitter – Promoted Tweets                            Hello@happymarketer.com
Social Media Advertising  1.  The primary benefit is that it is much more      targeted to a specific audience based on data...
In Display  Social Advertising, creativesare the key to success and there arevarious formats                              ...
And they have varying performanceefficacies….                                Hello@happymarketer.com
And they have varying performanceefficacies….                                Hello@happymarketer.com
Global Creative Showcase                           Hello@happymarketer.com
Local Creative Showcase                          Hello@happymarketer.com
Mobile  Table Advertising   Click-To-    Click-To-                               Click-To-                              Cl...
Mobile Display Advertising            Mobile                                       Ads	  1.  Global mobile advertising    ...
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Case 1: Lancome 1.  Video-Ad Unit led to 75%     higher than average CTR       	 2.  HTML 5 Rich Media      creative featu...
Case 2: HTC Sensation 1.  Rich-media banner ad creative       	 2.  Engage creative that allowed     viewers to try out di...
Case 3: SP Open House                        Hello@happymarketer.com
Case 3: SP Open House                        Hello@happymarketer.com
Case 4: Audi Fashion Festival                                Hello@happymarketer.com
Case 5: Lipton Ice Tea                         Hello@happymarketer.com
Case 6: Starwood Hotels                          Hello@happymarketer.com
How do you buy display ads?	                           Hello@happymarketer.com
Publishe                r	  Ad          Agency	   Clients	Network	                           Hello@happymarketer.com
What are the different  pricing models?	                            Hello@happymarketer.com
Advertising Pricing Models  1.  CPM – Impression Based	  2.  CPC - Click Based	  	  3.  CPE – Engagement Based	  4.  CPL –...
Hope you’ve enjoyed the session.        For anything else     just drop me a tweet	           @pranmaz	               	  O...
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Social Media Campaigns

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Transcript of "Social Media Campaigns "

  1. 1. Hello@happymarketer.com
  2. 2. Hello@happymarketer.com
  3. 3. Hello@happymarketer.com
  4. 4. Hello@happymarketer.com
  5. 5. Hello@happymarketer.com
  6. 6. Search Discovery Connectivity& The Power of Data Hello@happymarketer.com
  7. 7. Digital Mediais revolutionizing our lives! Hello@happymarketer.com
  8. 8. Hello@happymarketer.com
  9. 9. Hello@happymarketer.com
  10. 10. Hello@happymarketer.com
  11. 11. What are some of the trends you observe? Crowd-sourced Off-line online integration Localized Personalized Data-driven Social Hello@happymarketer.com
  12. 12. Real-time data integrated digitalmarketingPrantik Mazumdar Partner, Happy Marketer prantik@happymarketer.com Hello@happymarketer.com
  13. 13. If I were to ask you, how is Singapore feeling today?Sad? Happy? Ok? What would you say?? Hello@happymarketer.com
  14. 14. And how was Singapore feeling during the Budget Valentines month?J Valentines Day! Hello@happymarketer.com
  15. 15. Let’s see what are people in HK searchingfor right now?...... Hello@happymarketer.com
  16. 16. And what are they tweeting as we speak?? 03:14   Hello@happymarketer.com
  17. 17. Some fun social mobile trivia!1.  What is the mobile penetration of HK 2.  What is the smartphone penetration of HK? 3.  What is the most expensive iPhone/iPad app? 4.  How many of you’ll use a mobile device while watching TV? 5.  Which country has the highest per capita usage of Facebook by time? 6.  Which is the fastest growing user segment on Facebook in HK? Hello@happymarketer.com
  18. 18. We have moved into a real-time information era People are searching communicatingthrough real time, social location-aware mechanism What sparked this change?? Hello@happymarketer.com
  19. 19. The advent of Web 2.0 has transformed revolutionized the Internet… Web  2.0  encompasses  services    applica8ons   that  facilitate  a  two-­‐way  process  to   communicate,  share  and  collaborate   Hello@happymarketer.com
  20. 20. Its much more than just Facebook, LinkedIn Twitter… Hello@happymarketer.com
  21. 21. Everyone can be a creator, critic collector! Hello@happymarketer.com
  22. 22. Hello@happymarketer.com
  23. 23. Hello@happymarketer.com
  24. 24. Social media allows the same consumer to bea producer your brand ambassador too! Hello@happymarketer.com
  25. 25. Hello@happymarketer.com
  26. 26. The Internet has democratized information flow. People Consumers have the power choice to communicate, critique, discuss, share, transact through various social location-aware mobile tools Brands companies need to innovate offer new, relevant ways to live, work play Hello@happymarketer.com
  27. 27. How has this affected the print industry? Hello@happymarketer.com
  28. 28. Hello@happymarketer.com
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  33. 33. Hello@happymarketer.com
  34. 34. Why is the 600+ year old printing press industry suddenly struggling? Hello@happymarketer.com
  35. 35. Discussion Hello@happymarketer.com
  36. 36. I wasn’t joking when I said that HongKong folks are mobile social in toilets;) We are pretty high in the scale! Hello@happymarketer.com
  37. 37. Hello@happymarketer.com
  38. 38. Today’s agenda….. 1. Asia HK’s Digital Mobile Landscape 2. 11 Best Digital Practices for Luxury Brands 3. Different Online Media Advertising Options 4. Operationalizing the Digital Roadmap Hello@happymarketer.com
  39. 39. Asia    HK’s  Digital  and  Mobile  Landscape   Hello@happymarketer.com
  40. 40. Source:  www.thomascrompton.com   Hello@happymarketer.com
  41. 41. Hello@happymarketer.com
  42. 42. Hello@happymarketer.com
  43. 43. Hello@happymarketer.com
  44. 44. Smartphone Penetration in APAC….. •  Singapore – 70% •  Hong Kong – 60% •  Australia – 37% •  USA – 31% Hello@happymarketer.com
  45. 45. Hello@happymarketer.com
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  62. 62. Hello@happymarketer.com
  63. 63. Hello@happymarketer.com
  64. 64. Hello@happymarketer.com
  65. 65. Do check out some of these fashion/beauty/luxury pages….. Hello@happymarketer.com
  66. 66. Hello@happymarketer.com
  67. 67. Hello@happymarketer.com
  68. 68. Hello@happymarketer.com
  69. 69. Hello@happymarketer.com
  70. 70. Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
  71. 71. Mobile Web Usage Trends….. •  Globally 8.9% of web traffic comes from mobile •  In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16% •  In many other Asian countries, most mobile Internet users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32% Hello@happymarketer.com
  72. 72. Smartphones, mobile web, mobile apps are transforming our lives! Hello@happymarketer.com
  73. 73. Hello@happymarketer.com
  74. 74. Hello@happymarketer.com
  75. 75. Hello@happymarketer.com
  76. 76. Hello@happymarketer.com
  77. 77. Hello@happymarketer.com
  78. 78. Hello@happymarketer.com
  79. 79. Today’s agenda….. 1. Asia HK’s Digital Mobile Landscape 2. 11 Best Digital Practices for Luxury Brands 3. Different Online Media Advertising Options 4. Operationalizing the Digital Roadmap Hello@happymarketer.com
  80. 80. Lets  talk  luxury    lets  talk  digital!   Hello@happymarketer.com
  81. 81. What business are we in again? CONTENT PUBLISHING MEDIA ADVERTISING Hello@happymarketer.com
  82. 82. Who are my target audiences?Can digital help me cater todifferent segments? Hello@happymarketer.com
  83. 83. SPONSORS BRANDS BURDA TARGETAUDIENCE Hello@happymarketer.com
  84. 84. Key Questions to Discuss Debate 1. Do affluent consumers consume content purchase products online? - If so, which segments through which channels? 2. Should luxury brands be present online at all? 3. How do we use the web to tell the luxury brand story? 4. How do we recreate the sensorial experience of the brand online? Hello@happymarketer.com
  85. 85. A broad outlook 1. Traditionally, luxury brands have been hesitant to move online 2. Given Internet’s increased ubiquity print’s diminishing returns, more more luxury brands are going digital 3. Research indicates that affluent consumers, especially the younger lot are avid users of social digital for consuming information, research, products services – up to about 70% of HNIs Hello@happymarketer.com
  86. 86. Luxury brands must have a strongonline presence… 1. Without or without the brand’s online presence, there are multiple sources of 3rd party information anyways, that affluent consumers can tap on to. 2. Its vital that the brands themselves have their own authentic voice presence online else it risks being shadowed 3. What is critical though for the brand to strategize what channels to use, what assets to create, how to reach the right audience, how to monetize the assets, how to transform the organization Hello@happymarketer.com
  87. 87. 11 best digital practices of high-endluxury brands 1.  Communicate the dream of the luxury brand 2.  Digital as a piece of the larger puzzle 3.  Tell a great story 4.  Be a cultural tastemaker 5.  Provide a trusted guide to lifestyle enhancement 6.  Use history as a way to push forward 7.  Encourage the spirit of competition 8.  Talk to the younger luxury consumers 9.  Offer incomparable services 10.  Use digital to convey exclusivity 11.  Facilitate encourage social sharing crowdsourcing Hello@happymarketer.com
  88. 88. The spectrum of accessibility andexclusivity…… All luxury brand communications must fall somewhere in between the spectrum Luxury brands by definition must be exclusive. However their value must be recognized and desired by those who cannot attain it. Hello@happymarketer.com
  89. 89. Where does digital play a role in? The Internet is found on the principles of accessibility democracy, luxury brands usually use the media to spread the brand’s dream mythology Digital’s role in this case is to spread the aspiration, dream desire to the ‘have nots’ future potential customers Hello@happymarketer.com
  90. 90. #1. Communicate the dream of the luxury brand 1.  Build the brand’s image mythology online to make it desirable for current future consumers 2.  Many brands by default try and replicate their in-store retail experience online without giving a thought about differing online consumer behaviour, access devices, time of usage etc. Hello@happymarketer.com
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  95. 95. #2. Digital as a piece of the larger puzzle 1.  The most successful luxury digital campaigns are fully integrated with a larger digital strategy and align with the brand’s values 2.  Digital can be used to support all other touchpoints – including events, campaigns, customer service etc. 3.  The digital space can also help expose past initiatives to people who may have missed them – an alternative source of fulfilment. Hello@happymarketer.com
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  97. 97. Hello@happymarketer.com
  98. 98. #3. Tell a great story! 1.  Go beyond aesthetics to create marketing products that add value for the consumer – something that sparks a real social conversation! 2.  Most value-added marketing includes a heavy storytelling component, giving consumers a reason to engage with the brand 3.  The digital space can also help expose past initiatives to people who may have missed them – an alternative source of fulfilment. Hello@happymarketer.com
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  100. 100. Hello@happymarketer.com
  101. 101. #4. Be a cultural tastemaker 1.  Elevate the brand’s luxury status by acting as an arbitrator of taste, recognizing and guiding consumers to cultural excellence 2.  In addition to arts culture, the brand can also take the part in the global community by recognizing pioneers for global good. 3.  Many luxury brands attempt to act as tastemakers for their audience. The most successful efforts work because they align with the brand values and they take an innovative approach to highlighting the content Hello@happymarketer.com
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  107. 107. #5. Be a trusted guide to lifestyle content 1.  Be the trusted, preferred source for best-in-class lifestyle content. 2.  Create unique content that grabs people’s attention – either do it in-house, through a content partner or other sponsorship partners 3.  Do not repeat what you are doing via offline – try complement. Hello@happymarketer.com
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  110. 110. #6. Use history as a way to push forward 1.  Luxury brands frequently illustrate and share the brand’s history heritage and story to help contribute to the sense of craft 2.  They also draw parallels to historic moments outside of the brand to help articulate the points-of-view opinion 3.  Providing users with a story about what makes the brand special makes the purchase decision more compelling. Hello@happymarketer.com
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  115. 115. #7. Encourage the spirit of competition 1.  Affluent folks are competitive and want to win! 1.  Leverage the commaradarie of sport and the excitement and engagement that competition generates. 1.  Contests can tie in with the real world events or event real products to add gravitas Hello@happymarketer.com
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  119. 119. #8. Talk to younger luxury consumers 1.  Luxury brands need a strategy to engage the yuppies 3rd generation royals/elite 2.  Not only are they tech savvy; they could be cultivated as long term potential, loyal consumers 3.  Two prong approach: a) Listen, engage respond; b) Youth awareness Hello@happymarketer.com
  120. 120. Hello@happymarketer.com
  121. 121. Hello@happymarketer.com
  122. 122. #9. Offer incomparable services 1.  Time is money the affluent are willing to buy time service at high costs. 2.  Use digital touch points for exclusive, private, frequent, immediate customer service. Hello@happymarketer.com
  123. 123. Hello@happymarketer.com
  124. 124. Hello@happymarketer.com
  125. 125. #10. Use digital to convey exclusivity 1.  Closed communities selective services to elite customers 2.  Premium-paid models possible Hello@happymarketer.com
  126. 126. Hello@happymarketer.com
  127. 127. Hello@happymarketer.com
  128. 128. #11. Facilitate encourage socialsharing crowd-sourcing Hello@happymarketer.com
  129. 129. 11 best digital practices of high-endluxury brands 1.  Communicate the dream of the luxury brand 2.  Digital as a piece of the larger puzzle 3.  Tell a great story 4.  Be a cultural tastemaker 5.  Provide a trusted guide to lifestyle enhancement 6.  Use history as a way to push forward 7.  Encourage the spirit of competition 8.  Talk to the younger luxury consumers 9.  Offer incomparable services 10.  Use digital to convey exclusivity 11.  Facilitate encourage social sharing crowdsourcing Hello@happymarketer.com
  130. 130. Hello@happymarketer.com
  131. 131. Today’s agenda….. 1. Asia HK’s Digital Mobile Landscape 2. 11 Best Digital Practices for Luxury Brands 3. Different Online Media Advertising Options 4. Operationalizing the Digital Roadmap Hello@happymarketer.com
  132. 132. DriveTraffic Hello@happymarketer.com
  133. 133. Drive Traffic Drive Eyeballs Increase Increase Subs Ad Sales Hello@happymarketer.com
  134. 134. DriveTraffic Hello@happymarketer.com
  135. 135. Search Engine Marketing/Optimization Hello@happymarketer.com
  136. 136. Display Banner Advertising Display Advertising Premium Run-Of- Contextual Run-Of-Site Buy Network Network Hello@happymarketer.com
  137. 137. Premium Buy Hello@happymarketer.com
  138. 138. Premium Buy Hello@happymarketer.com
  139. 139. Premium Buy Hello@happymarketer.com
  140. 140. Premium Buy Hello@happymarketer.com
  141. 141. Premium Buy 1.  Usually a fixed spot, fixed time-frame buy with a minimum spend 2.  High Share of Voice hence great for brand awareness creating impact 3.  Typically used by large brands, especially during product launches or promotions 4.  Selling unit: CPM or CPE Hello@happymarketer.com
  142. 142. Run-Of-Site Hello@happymarketer.com
  143. 143. Run-Of-Site Hello@happymarketer.com
  144. 144. Run-Of-Site 1.  Usually non-premium spots other than the homepage 2.  Remnant inventory, dished out randomly and hence low share of voice 3.  Following a big bang launch, used to for campaign sustenance to create stickiness 4.  Selling unit: CPM or CPC or CPA Hello@happymarketer.com
  145. 145. Run-Of-Network Hello@happymarketer.com
  146. 146. Run-Of-Network Hello@happymarketer.com
  147. 147. Run-Of-Network 1.  Usually theme-based, collectivised, non-premium spots other than the homepage 2.  Remnant inventory, dished out randomly and hence low share of voice 3.  Following a big bang launch, used to for campaign sustenance to create stickiness for a niche audience 4.  Selling unit: CPM or CPC or CPA Hello@happymarketer.com
  148. 148. Contextual Networks Hello@happymarketer.com
  149. 149. Re-Marketing on Contextual Networks isvery powerful Hello@happymarketer.com
  150. 150. Contextual Networks 1.  Usually non-premium spots other than the homepage 2.  Remnant inventory, dished out based on the context of the content on the website 3. Following a big bang launch, used to for campaign sustenance to create stickiness 4. Selling unit: CPC Hello@happymarketer.com
  151. 151. Social Media Advertising Social Media Advertising Facebook LinkedIn Twitter Hello@happymarketer.com
  152. 152. Facebook Advertising - Premium Hello@happymarketer.com
  153. 153. Facebook Advertising – Run-Of-Site Hello@happymarketer.com
  154. 154. LinkedIn Advertising - Premium Hello@happymarketer.com
  155. 155. LinkedIn Advertising – Network Ads Hello@happymarketer.com
  156. 156. Twitter for Business! Hello@happymarketer.com
  157. 157. Twitter – Promoted Tweets Hello@happymarketer.com
  158. 158. Social Media Advertising 1.  The primary benefit is that it is much more targeted to a specific audience based on data 2.  Sold on premium and non premium basis 3. Different kinds of creatives available: Banners, Videos, Sponsored Stories, Polls etc. 4. Selling unit: CPM or CPC or CPA Hello@happymarketer.com
  159. 159. In Display Social Advertising, creativesare the key to success and there arevarious formats Hello@happymarketer.com
  160. 160. And they have varying performanceefficacies…. Hello@happymarketer.com
  161. 161. And they have varying performanceefficacies…. Hello@happymarketer.com
  162. 162. Global Creative Showcase Hello@happymarketer.com
  163. 163. Local Creative Showcase Hello@happymarketer.com
  164. 164. Mobile Table Advertising Click-To- Click-To- Click-To- Click-To-Call Website AppStore SMS Hello@happymarketer.com
  165. 165. Mobile Display Advertising Mobile Ads 1.  Global mobile advertising stands at US$3.3B 2.  Asia contributes about US $1.6B to the global revenue (49%) 3.  Mobile Ap Ads, Search Ads, Location In-game placements are most prevalent. Hello@happymarketer.com
  166. 166. Hello@happymarketer.com
  167. 167. Hello@happymarketer.com
  168. 168. Hello@happymarketer.com
  169. 169. Hello@happymarketer.com
  170. 170. Hello@happymarketer.com
  171. 171. Hello@happymarketer.com
  172. 172. Hello@happymarketer.com
  173. 173. Hello@happymarketer.com
  174. 174. Hello@happymarketer.com
  175. 175. Case 1: Lancome 1.  Video-Ad Unit led to 75% higher than average CTR 2.  HTML 5 Rich Media creative featuring Emma Watson 3.  Strong call-to-action: - Get Invited Now - Save to Calendar - Share on Facebook Hello@happymarketer.com
  176. 176. Case 2: HTC Sensation 1.  Rich-media banner ad creative 2.  Engage creative that allowed viewers to try out different features of the new HTC phone virtually 3.  Over 50,000 people tried the virtual experience before launch Hello@happymarketer.com
  177. 177. Case 3: SP Open House Hello@happymarketer.com
  178. 178. Case 3: SP Open House Hello@happymarketer.com
  179. 179. Case 4: Audi Fashion Festival Hello@happymarketer.com
  180. 180. Case 5: Lipton Ice Tea Hello@happymarketer.com
  181. 181. Case 6: Starwood Hotels Hello@happymarketer.com
  182. 182. How do you buy display ads? Hello@happymarketer.com
  183. 183. Publishe r Ad Agency Clients Network Hello@happymarketer.com
  184. 184. What are the different pricing models? Hello@happymarketer.com
  185. 185. Advertising Pricing Models 1.  CPM – Impression Based 2.  CPC - Click Based 3.  CPE – Engagement Based 4.  CPL – Lead Based 5.  CPA – Acquisition Based Hello@happymarketer.com
  186. 186. Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com
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