Brand to Conversion  [for Thailand Web Wednesday 15]
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Brand to Conversion [for Thailand Web Wednesday 15]

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It's time for Online agency move from awareness base to Transactional base or ROI marketing. Including M-Commerce growing. You can see Thailand E-Commerce data and landscape. Data and slide by Pawoot ...

It's time for Online agency move from awareness base to Transactional base or ROI marketing. Including M-Commerce growing. You can see Thailand E-Commerce data and landscape. Data and slide by Pawoot Pongvitayapanu MD and Founder Rakuten TARAD.com Thailand.

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Brand to Conversion [for Thailand Web Wednesday 15] Presentation Transcript

  • 1. Pawoot Pongvitayapanu (Pom) MD and Founder Rakuten TARAD.com President of Thai E-Commerce Association TO CONVERSION
  • 2. What happen in Current Online Marketing!
  • 3. Purchasing Funnal!
  • 4. Purchasing Funnal! Branding  &  Engagement   Sale  and  Order  
  • 5. * From National Statistic Office 2013 Thailand E-Commerce Value มูลค่าการซื้อขายทางออนไลน์ของประเทศไทย 2554 2555 % change Total 783,998 744,419 -5.05 B2B 291,209 282,946 -2.84 B2C 99,706 121,392 21.75 B2G 393,083 340,081 -13.48
  • 6. 7 Thailand  Internet  Retailing  Growth 0 5,000 10,000 15,000 20,000 25,000 2010 2011 2012 2013 2014 2015 2016 2017 Internet Retailing Internet Retailing Unit:THB  million   Source : Euro Monitor * Million 2010 2011 2012 2013 2014 2015 2016 2017 Internet Retailing (THB) 12,848 14,326 15,472 16,555 17,548 18,426 19,163 20,120 Internet  Retailing  (USD)   428   478   516   552   585   614   639   671  
  • 7. Rakuten  TARAD.com  Info   •  Total  Merchant      269,139   •  Tuested  Merchant    2,500   •  Product  Items    4,303,521  
  • 8. Payment channel credit-­‐card   45%   bill-­‐payment   27%   counter-­‐ service   9%   paypal   6%   ktc-­‐flexi   5%   paysbuy   3%   bank-­‐transfer   2%   ciVbank   1%   mpay   1%   Payment by Volume Credit Card payment have 45% , the biggest payment channel The Largest Payment Channel
  • 9. ระบบเงินผ่อนออนไลน์​ 3 พันบาทขึ้นไป เลือกวิธีการชำระเงิน เลือกการผ่อนชำระ
  • 10. Customer Demographic 3% 24% 45% 19% 9% 18-21 22-30 31-40 41-50 51 up 2012-Q113 Sale Sharing by Age 2% 27% 46% 18% 7% 18-21 22-30 31-40 41-50 51 up Half Year 13 Member Age Revenue share : Half Year 13 Ø Super Sale Campaign brought main target aged 31-40 and 22-30 sales increasing Ø Aged 41 up share 27% sales volume in 2013 compare to 19% in 2011 4%   34%   43%   14%   4%   1%   19  -­‐  21   22  -­‐  30   31  -­‐  40   41  -­‐  50   51  -­‐  60   61  up   2010-2011
  • 11. 44% 23% 10% 9% 7% 5% 2% 2010-2011 33% 31% 9% 9% 8% 7% 3% Customer Geographic Area Revenue share Ø Up Country, apart from BKK and Central Area, sale continue increasing and sharing 39% Ø BKK sale sharing now set to 2nd Rank Ø If exclude BKK, up country share 78% Sale 2012-13 Sale Sharing by Area ภาคกลาง 39% กรุงเทพ 22% ภาคใต้ 10% ภาคตะวัน ออก 9% ภาคอีสาน 9% ภาคเหนือ 8% ภาคตะวันตก 3% ภาคกลาง กรุงเทพ ภาคใต้ ภาคตะวันออก ภาคอีสาน ภาคเหนือ ภาคตะวันตก 1st Half 2013
  • 12. M-commerce Rakuten TARAD.com
  • 13. Q1  2012   Q2  2012   Q3  2012   Q4  2012   Q1  2013   Q2  2013   Q3  2013   Q4  2013   Q1  2014   Summary  Total  Sale  volume  in  TARAD.com  between  Y12  -­‐  Y14   Y  2012   Y  2013   Sale growth + 668% Total  Sale  is  conVnuously  increasing  quarter  by  quarter  unVl  Q1     YoY  +206%  ,  Growth  668%  from  Y12  unVl  1st  Quarter  2014          
  • 14. PC   Version     50%   MB   Version   50%   Sale  volume  separated  by  device     at  Q1,Y14   PC  Version   47%   MB   Version   53%   Traffic  shared  by  device     at  Q1,  Y14     Smartphone 73% Tablet 27% Smartphone 73% Tablet 27% MB  version     1st  Ranked     2nd  Ranked   3rd  Ranked   4th  Ranked   5th  Ranked   TOP  Sale   Category     Clothing  &   Fashion     30%   Telecom   16%     Food  &  Health     15%   Watches  &   Jewelry     11%   Camera   7%     Showing  Sale  and  Traffic  of  MB  version  is  mostly  came  from     Smartphone  (73%)  with  cloth&fashion  catg.  30%  as  top  cat.    
  • 15. 16 0%   2%   4%   6%   8%   10%   12%   PC   Mobile   PC and Mobile Shopping Time! GMS trend by hour §  1st Time : Morning time 0:00 – 9:00 น." §  2nd Time : Lunch Time" §  3rd Time : After office hours" 3 mobile shopping in a day" Hourly trend of PC and MB purchase 1st Timing! 0.00 – 9:00 น." 2nd Time ! 12.00 น." 3rd Timing! 18:00 - 22.00 น."
  • 16. Launched TARAD on Mobile + MRT support media TARAD on Mobile Defind mobile version : is a smartphone with the <= 7 " mobile screen. Defind PC version : is PC + iPad + device since 7" to 9" screen.
  • 17. 12 million Friends Connected
  • 18. TARAD Line Marketing : Increase Sale" Result : 1,372 order within 3 hours TARAD  Line   TARAD  m-­‐Commerce  (Mobile  Site)  
  • 19. Premiershop.tarad.com Brandsworld-online.tarad.com
  • 20. ลงโฆษณากับ Facebook Advertising!
  • 21. เลือกปุ่มให้ถูกเพื่อกระตุ้นกลุ่มเป้าหมาย!
  • 22. เลือกเป้าหมายได้ละเอียดมากๆ (Target Audience)
  • 23. ลักษณะการทำงานของ Facebook Custom Audience! 20,000 email list 12,000 FB user
  • 24. หน้าบริหารผู้ชม (Audiences)" https://www.facebook.com/ads/manage/audiences.php Lookalike Audience
  • 25. กรณีศึกษาของ TARAD.com! Best Practice for Custom Audience" 300,000 E-Mail Matched 200,000 Facebook Result Cost = 7,650 Visit = 6,844 Order = 47 GMS = 270,163
  • 26. Order CVR Cost/Sale CPC 788 4.17% 12.73% 5.08 Order CVR Cost/Sale CPC 464 2.82% 22.9% 7.46 Facebook Advertising Performance Engagement  Ad  brought  High  CVR,  low  Cost/GMS  
  • 27. Twitter Advertising for E-Commerce
  • 28. Google Analytics"
  • 29. Google Analytics Dashboard"
  • 30. วัดยอดขายว่ามาจากช่องทางไหน!
  • 31. Tracking All Traffic to Our Site"
  • 32. Platform 30%, ! Marketing 40%, ! Operation 30%!
  • 33. Omnichannel :Customer Experience across online and offline
  • 34. Offline Media"Tie-in Online sale channel and drive people to buy it now.
  • 35. Purchasing Funnal! Branding  &  Engagement   Sale  and  Order  
  • 36. Summary and Keys Take Away" •  Internet User in Thailand more than 31 million user" •  Mobile Commerce will become majority within 3 years" •  Social Media and Big Data will be Key for E-Commerce" •  Brand Awareness not Enough" •  Please Support Thailand by BUY Thai product from Online Channel.! " •  Don’t know where to start.! Please try www.TARAD.com "
  • 37. Kob Kun Kub (Thank You) Pawoot (Pom) Pongvitayapanu
 Managing Director and Founder E-Mail : pawoot@tarad.com •  Twitter.com/pawoot : " •  Facebook.com/pawoot" •  Instagram.com/pawoot "