4. Proprietary + Confidential
… Navigating the
Vietnam 2022 mega sale
in this uncertainty has to
be completely
different!
Post Covid
demands
Recession..
Inflation
Behavioral
changes
5. Proprietary + Confidential
#1
Rethink on untapped Google Opportunities
#2
Rethink on the Holiday Strategy & Activation
#3
Rethink with a Branding Commerce approach
Today, Let's rethink differently!
6. #1 Rethink on untapped
Google Opportunities
#3 Rethink with a Branding
Commerce approach
#2 Rethink on the Holiday
strategy & Activation
Linsey Dang
Account Manager
E-Commerce
Google SEA
Mary Van
Account Manager
E-Commerce
Google SEA
Can Ekim
Senior Regional
Product Lead for
Video
Google APAC
Trương Nguyên Khoa
CEO
Pinpoint
Long Le
CEO
PMAX
9. 11.11
BF/CM
9.9
Trong năm 2021, top 3 ngày hội shopping cuối năm ở VN
là những ngày nào?
Shopping Festivals interest proxied based on top categories' search volume during sales event date
Source: Google Search Data
12. Shopping Festivals Indexed Search Volume
#2 #4
#3
While demand was strongest on
11.11, other festivals were close in
gaining traction and growth in 2021
2021 Rank
Sales Event '19 to '20 YoY '20 to '21 YoY
6.6 4.46% 27.88%
7.7 6.82% 19.10%
8.8 3.87% 29.53%
9.9 9.75% 47.29%
10.10 4.54% 45.60%
20.10 3.91% 48.64%
11.11 11.21% 44.16%
20.11 9.03% 30.50%
BF/CM 6.78% 44.67%
12.12 7.32% 39.28%
Christmas 7.08% 34.57%
2021 saw outstanding growth of shopping festivals, prompting
businesses to seize opportunities in 2022
Shopping Festivals interest proxied based on top categories' search volume during sales event date
Source: Google Search Data
14. HumanTruths
Search is the entry and exit to brand experiences online, thus it
cannot be missed
Inspiration
Purchase
Looking for ‘ideas’, designs,
tutorials and everything users see
on social
NORMALIZED GOOGLE SEARCH TRENDS
(2019-2021) FOR INSPIRATION SEARCHES
Consideration
Price and brand comparisons
across the top results
Loyalty
Search helps users find ‘rewards’,
‘subscriptions’, ‘customer
support’, ‘coupons’ etc.
NORMALIZED GOOGLE SEARCH TRENDS
(2019-2021) FOR CONSIDERATION SEARCHES
occurs on the websites Google
leads them to
NORMALIZED GOOGLE SEARCH TRENDS
(2019-2021) FOR LOYALTY SEARCHES
NORMALIZED GOOGLE SEARCH TRENDS
(2019-2021) FOR PURCHASE SEARCHES
Source: Google search data (2019 - 2021)
Jan 19’ Jan 20’ Jan 21’
Jan 19’ Jan 20’ Jan 21’
Jan 19’ Jan 20’ Jan 21’
Jan 19’ Jan 20’ Jan 21’
A Deeper Look into the Shopping Journey
15. HumanTruths
Shoppers are turning to search to navigate through choice
paralysis
From CHEAPEST to BEST?
Source: Google search data (2019 - 2021)
VN Shoppers are relying on Search to navigate through choices
“Price / Cheap Price” Indexed Search Trend “Best / Greatest” Indexed Search Trend
Pricing searches are still dominant in the consideration stage of VN
shoppers, where “cheapest” searches stay on top
With more product choices online than ever before, VN shoppers
also turn to search for recommendation on the “best” products
Source: Google Search Data (2019-2021)
“ghế massage nào tốt”
“nồi chiên không dầu loại nào tốt”
“kem đánh răng tốt nhất thế giới”
“thuốc nhuộm tóc tốt”
34% YoY
143% Yo2Y
“vé máy bay giá rẻ”
“điện thoại giá rẻ”
“giá xe vision”
“ipad giá rẻ”
29% YoY
27% Yo2Y
Jan 19’ Jan 20’ Jan 21’ Jan 19’ Jan 20’ Jan 21’
Volume
16. +29%
Newest / Latest
related searches in
2021 vs 2020
VN shoppers also want to stay
on top of the latest and newest
trends or product version
updates
Newest / Latest
Indexed Search Trend (2019 - 2021)
Google Search & Shopping plays an important
role to facilitate purchase as it provides quick
answers, and shortcuts to compare offerings.
Source: Google Search Data
VN Shoppers are relying on Search to navigate through choices
“oppo mới nhất”
“điện thoại samsung mới nhất”
“điện thoại oppo mới nhất”
“samsung mới nhất”
17. HumanTruths
Search helps users find balance in blended buying preferences
Source: Google internal search data, 2021 VN
Search showing intents of shoppers to go for blended shopping
Supermarkets nearby (“siêu thị gần đây)
[Brand] opening hours (“aeon giờ mở cửa")
[Brand] store (“cửa hàng pharmacity”)
[Brand] store near me (“vinmart gần đây")
_____ menu (“thực đơn ưu đàm chay")
[Brand / product] online (“watson online)
Buy [Brand / product] cod (“mua lazada cod")
_____ [country] buy (“mua hàng quảng đông”)
____ [product] ___ [retailer] (“la roche posay
watson”)
Stronger omnichannel intent - Searches for
address, location, hours, store, near me, etc.
Stronger intent to buy online - Searches for
buy, buy online, at home, delivery etc.
Search examples Search examples
19. Proprietary + Confidential
VN shoppers are relying heavily on YouTube for intentful product
exploration as well as authentic product discovery
Source: YouTube Internal Data
SHOPPING “HAUL”
VN shoppers are turning to
review videos to get a better
sense of the product specs
(eg. size, material) without
having to interact with it
physical in-store
Unboxing videos are also
gaining in popularity as they
are seen as more authentic
user experience videos -
compared to other launch
videos & product reviews
Embracing the community
aspect of shopping, shoppers
derive vicarious enjoyment
from watching shopping hauls
- an increasingly important
channel for product discovery
With more time spent at home,
VN shoppers are turning to
home setup videos to get
inspiration and tips on how to
decorate and enhance their
home living environment.
TECH REVIEWS UNBOXING HOME/ROOM SETUP
+5%
views
+9%
views
+86%
views
+57%
views
% figures denote 2021 Jan-Jun YoY growth in video views
VN Shoppers turning to Youtube for both intenful & authentic discovery
VN Shoppers turning to Youtube for both intenful & authentic discovery
20. Proprietary + Confidential
YouTube plays an important role in setting the trends, inspiring consumers
and bringing best information that leads to purchase
48%
2018 Pre-covid
listed discovery as a top
reason to shop in-store
70%
End of 2020
bought from brands they
discovered on YouTube
Source: (1) Strategy/Tinuiti, Shopper Survey, 2017, (2) Mood Media, The State of Brick & Mortar, 2018, (3) Google / C Space qualitative survey activity,Nov 16-20, 2020; BR, FR,
DE, IN, MX, UK, US, n = 424, (4) Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020. (5) Cosmetics Business, 2020
90%
of viewers agree that YouTube creators give
them the best information about products
and brands.
86%
of viewers agree that YouTube makes it
easier for them to make a decision about
what to buy.
According to a Google/Talk Shoppe
study in Vietnam,...
VN Shoppers turning to Youtube for both intenful & authentic discovery
21. Proprietary + Confidential
Platform used
Of the 1 in 4 (26%)
shoppers who used online
videos in their initial
research...
...almost 90% turned to YouTube
Used online videos to research
Shoppers turn to YouTube to watch online videos about their
planned purchases
Source: Shopper Pulse SEAJP Wave 1 and 2 2021 - Excluding Japan
B6.On which of the following websites or apps did you watch online videos to learn about the {}?
Base: Those who watched online videos for their initial research: SEA n=3,026, ID n=564, JP n=229, MY n=438, SG n=309, TH n=699, VT n=536, PH n=628
VN Shoppers turning to Youtube for both intenful & authentic discovery
Facebook
63%
Instagram
35%
Followed by…
22. Proprietary + Confidential
Top uses of YouTube among users
To look at user
reviews of the
product, service or
brands
57%
To find out more
about the features,
specifications
52%
To look at
professional reviews
of the product,
service or brands
44%
To find the best
prices / offers /
discounts / deals
43%
Thought Starter:
YouTube is a tool that some shoppers use to educate themselves
about their purchase and to find out more about it.
Business could use YouTube to further convince shoppers that
they are making the right purchasing decision
There is an incentive for businesses to look at driving the right
intentful content on Youtube
Want more? go/shopperpulse
Source: Shopper Pulse SEAJP Wave 1 and 2 2021 - Excluding Japan
B6a.You mentioned that you used YouTube for planning and exploring about {A6_TEXT}, What type of information were you searching for or happened to notice?
Base: Those who watched videos on YouTube for their initial research: SEA n=2,761
VN Shoppers turning to Youtube for both intenful & authentic discovery
23. Proprietary + Confidential
Key takeaways for 2022 Mega Sales:
Intent
Driven
Approach
(to convert
low-hanging
fruits)
Discovery
Driven
Approach
(persuade
high-hanging
fruits)
Easier to
convert
Harder to
convert
When users search everything about you and
around you, they are likely to buy
Youtube is an intent-driven platform.
Hence, video assists users to buy your offerings
Win all intent demands throughout the holiday period, not just one date.
25. Proprietary + Confidential
The Mega Sale Champion Formula
What's new in our strategy?
Better Together for Your Mega Sale!
Purpose: Maximise all of high intent traffics to convert untapped sales opportunities.
> Increase coverage.
> Utilise untapped
opportunities.
> Reach, influence and drive your
customers across discovery &
purchase phases.
27. Proprietary + Confidential
The Common Misconceptions
about Search ?
Technicality
Search structure seems to
be so complex to me?
Does this sound
familiar to you
Competitiveness
Only my Brand Search has
good ROI, why other
categories only show
competitors?
Eligible
Impression
I have already
maximised all the
target impression
share?
Return on Investment
My impression share keeps
reducing, it’s like throwing
$ to the window
28. What you normally do
Keywords are words/phrases you bid on…
… *trying to find* which user searches...
… you want your Brand to show on.
handbags Search - Handbags
“I want to capture all the existing demand, I just don’t know HOW”
31. Keyword Expansion
Go beyond Brand Keyword
with product category &
affinity keyword
Broad Match
Finds new,
high-performing queries,
emerging trends
Smart Bidding
Delivers the right bid for
each query at the right
price
The Triple Formula that YOU must care to expand Search Coverage
32. Proprietary + Confidential
Video reach campaigns
Display remarketing + Video action
campaigns
Category search
Branded search
Volume
&
CPAs
Max
out
budget
Keyword expansion approach:
you don’t just pull them, you need to push them
Keyword expansion
33. Proprietary + Confidential
Capture interest and demand by showing up when people
search for what you offer with Search
Google is where people search for what
to do, where to go, and what to buy.
Your digital ads can appear on Google at the
very moment someone is looking for
products or services like yours.
The market earth
Where you are REALLY cover
Keyword expansion
Where you
are ELIGIBLE
to cover
35. +20%
in conversions
at the same CPA or ROAS
Broad match when used with Smart Bidding Increase efficiency
Save time
Expand reach
Be relevant
+19%
in conversions value
Use Broad match and Smart Bidding together help to unlock more
COVERAGE #bettertogether
Source: Google Internal Data - Date range: 2021-04-01 to 2021-04-07
Broad Match
36. 5 triệu VND 10 triệu VND 20 triệu VND
A B C
Focusing on getting as many transactions/ orders as
possible WITHOUT considering the value of the
transactions/ orders
Focusing on getting as much REVENUE as possible to
the business. Additionally, by setting a target ROAS,
you can achieve the desirable profitability for
your businesses
Maximize Conversion Value/ tROAS
Maximize Conversion/ tCPA
You are likely to sell more product
A with Max Conv./ tCPA
You are likely to sell more product B
& C with Max Conv. Value/ tROAS
Value-based bidding strategy help business maximise revenue efficiently
Smart Bidding
38. Shopping Gmail Search
YouTube Discover
Display Maps
+12%
uplift in Conversion
Value at similar ROAS
as compared to Smart
Shopping Campaigns
Performance Max serves across surfaces by tapping on missed
opportunities to grow online sales
In CSS Program Countries, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general Search results pages and on any other surfaces the CSS has opted in to.
1. Google Data, Jan 2018 - May 2019. Based on aggregated results of A/B traffic split for 690 advertisers using Smart Shopping campaigns and 142 campaigns using Target ROAS Smart Bidding for Shopping campaigns.
2. Google Data, Global, Ads, Sept 2021 - Oct 2021. Uplift stats have been revised downwards to account for potential cannibalization of standalone Search campaigns
*Pmax with Shopee customers are seeing 2.73X higher ROAS than
Standard Shopping Campaigns
39. Video case study
Think with Google article
Beauty of automation:
How L’Oréal Vietnam
won big during mega
sales with Performance
Max
L’Oréal
Vietnam
42. Search is extremely important.
But there is more to grow your sales with Google!
100
Searches for your
product/service
Clicks to
your website
2
assuming
20% CVR
Conversions
on your website
10
untapped
in-market
consumers
assuming
10% CTR
unconverted
site visitors
Source: YouTube Internal Data, Global, Jan 2019 - May 2019
43. 1 Source: Internal Google Data, July 2020
2 Source: Google Data, Global. Jan 2015-June 2018, Compared to advertisers that run Search only.
But wait, there's more! Discovery and Video action campaigns
boost performance for your existing Search campaigns
Advertisers that run Discovery ads
in addition to Search Ads see1
more Search conversions
+12%
Advertisers that run YouTube ads
in addition to Search Ads see2
+8% -4%
higher search
conversion volume
lower
search CPA
48. ACCESS
DISCOVER
What’s essential for a
modern media strategy?
Influencing customers across the
discovery & purchase phases to
drive business outcomes
49. Video Action Campaigns Discovery Campaigns
Vietnam Retail Mega Sales Strategy for Online Purchase
KPI
Bidding
Audience
Frequency cap
Extension
Budget Distribution
Google ads Conversions (macro and micro)
Max Conv, tCPA, Max conversion value, tROAS
Ad groups: Remarketing, Customer match,
Custom Audiences (past google searches),
In-market. *Optimized targeting on.
No need
GMC feed & Sitelinks
50%
Google ads Conversions (macro and micro)
Max conversions, tCPA, tROAS(beta)
Ad groups: Remarketing, Customer match,
Custom Audiences (past google searches).
*Optimized targeting on.
N/A
GMC feed (*beta) & Sitelinks
50%
50. Trueview for Reach Discovery Campaigns
Vietnam Retail Mega Sales Strategy for Lead Gen for Retail
KPI
Bidding
Audience
Frequency cap
Extension
Budget Distribution
Reach & Unique reach
CPM
Ad groups: Upper funnel (Demo, Affinity,
In-market). Build remarketing lists from this
campaign. Exclusion: Cartoons as topic.
3 view per day / 5 impression per day.
- (Include Call to Action to video)
30%
Google Ads Conversions (macro and micro).
OCI recommended
Max conversions, tCPA, tROAS(beta)
Ad groups: Remarketing, Customer match,
Custom Audiences (past google searches, URLs
and apps).*Optimized targeting off.
N/A
GMC feed (*beta) & Sitelinks
70%
51. Timeline for campaign algorithm to learn
Planning phase Before launch Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
● Plan KPIs ● Implement Google
Tag
● Implement Enhanced
conversions &
data-driven
attribution
Learning period (no changes!)
Allow for up to 2 weeks
● Let us know if you
need help with
creative
● Campaign best
practices audit
Video Action / Discovery campaign running
(include Display for amplified impact)
Measure while accounting for conversion
time lag
Monitor
Account
CPA/ROAS
Get a Full value
report
Continue
always-on /
expand into
upper funnel
LAUNCH
1. Plan:
Set up goals
2. Launch: Build your measurement base,
creative strategy & campaigns.
3. Evaluate: Measure full value & expand.
52. Creative is the greatest driver of ROI
1Source: Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
Creative is the greatest driver of ad
campaign outcomes, driving up to 49%
revenue contribution.1
36% Media
15% Brand
Revenue contribution in percent
Creative
Please ask your Google team to guide you on creative
best practices for Video and Discovery campaigns!
53. Adjust your creatives for Mega Sales events
Seasonal events and limited promotions require a dedicated creative.
Save money and additional production time by making your ads with Video creation in Google Ads.
Use relevant promotional messaging
Include text overlays to showcase general holiday or event-related
messaging (i.e. gifting) or to showcase a limited time promo
code, site-wide sale, etc.
Refresh your creative with seasonal image assets
Replace generic year-round product images with holiday/event
-specific assets, include imagery showcasing holiday themes, or
feature inventory that goes on sale during the holiday season/event.
Test multiple call-to-actions
Create multiple video ads with a simple CTA change. The more ad
variants you have, the more the campaign has to choose from to
optimize performance!
10% off
becomes 50%
off for Black
Friday only
Imagery
becomes
holiday
themed for
seasonality
CTAs become
custom and
holiday
specific
56. HumanTruths
Unplanned and fast switching consumers in holiday shopping.
Common misunderstandings about performance for holiday season.
Source: NielsenIQ
66%of shoppers’ purchases are
unplanned/switching. Shoppers in
Vietnam are opened to new
information before deciding on their
purchases during holiday season.
Only 30% of shoppers in Vietnam make their
purchases right away. 70% shoppers
prefer to wait for holiday to purchase.
97% of shoppers in Vietnam
have participated in holiday
shopping.
57. HumanTruths
Right media plan based on “right” consumer journey?
Common misunderstandings about performance for holiday season.
Most of brand only focus timing near to
sales event.
According to Google, Most shopping
festivals observe an acceleration of search
interest 3 - 5 weeks ahead of the sales event.
According to NielsenIQ, running “after party”
can help win around 20% customer.
Miss CPE, miss millions fuel growth.
Too focus on promotion activity, miss
engagement activities.
According to McKinsey, “optimizing
consumer promotions and engagement
(CPE) can help companies realize up to 10 to
30 percent savings in marketing spend. “
Miss Omnichannel, miss high chance to
reach potential customer.
According to NielsenIQ, shoppers of VN
discover information from many sources
while Google & Youtube are one of main key
discovery channels.
58. HumanTruths
Different customer behaviour different customer journey
The right strategy based on the right customer journey help brand win customer for holiday season
Source: Philip Kotler
Aware Appeal Act Advocate
Ask
ATTRACTION CURIOSITY COMMITMENT AFFINITY
59. HumanTruths
Different customer behaviour different customer journey
The right strategy based on the right customer journey help brand win customer for holiday season
Source: Philip Kotler
A
1
A
2
A
3
A
4
A
5
Goldfish
A
1
A
2
A
3
A
4
A
5
Door Knob
A
1
A
2
A
3
A
4
A
5
Trumpet
A
1
A
2
A
3
A
4
A
5
Funnel
CUSTOMER JOURNEY
Lengthy and thorough
evaluation before buy
Involve multiple
stakeholders
Have prior expectation
and preference.
Have low attachment
toward brand.
Highly involved in
purchase decision.
Have confidence in
brand quality
Purchase is mostly
planned.
Trust real experience
not claim.
60. HumanTruths
Different customer behaviour different customer journey
The right strategy based on the right customer journey help brand win customer for holiday season
A1 A2 A3 A4 A5
Goldfish
CUSTOMER JOURNEY
Lengthy and thorough
evaluation before buy
Involve multiple stakeholders
61. HumanTruths
Roadmap/Phases for holiday season
The right strategy based on the right customer journey help brand win customer for holiday season
Pre-teasing
Cut through the
noise and stand
out
3 - 5 weeks
Teasing & D-day
Ram up and
nature shopping
intent
1 - 2 weeks
Post - Event
Build relationships
& engagement
1 week +
62. HumanTruths
Combine roadmap/phases between consumer journey for holiday season
The right strategy based on the right customer journey help brand win customer for holiday season
5A A1 A2 A3 A4 A5
JOURNEY AWARE APPEAL ASK ACT AVOCATE
Roadmap/
Phases
Pre-teasing Pre-teasing Teasing D-Day & Thank
you day
D-Day & Thank you
day
Objective
Customers’
attention
Customers’
interest
Consideration Convert Cross-sale
Result
Engagement,
video view, page
like
Page view/
Product view
Add to Cart Purchase Purchase
Target
Broad Audience
Base LAL: 1-2-5%
visitors &
engagers
Broad
Audience
Retargeting
upper funnel
Potential Audience
- Website visitor
(Home page 7D -
14D - 30D - 90D
- Page engagers
(Like page, interact
with post, view
video)
Potential
Audience
- Add to cart
users
- Retargeting
purchaser (Theo
timeline)
Core Audience
- Retargeting
purchasers: Top
revenue, purchase
frequency
Key activities
Countdown to
big sales
Gamification
Gamification
with limited
Time only
Winning voucher Up sales
Freeship
Buy together
program
Buy 1 get discount
for next buy
Door Knob
CUSTOMER JOURNEY
Have prior expectation and
preference.
Have low attachment toward
brand.
A1 A2 A3 A4 A5
63. HumanTruths
3 key highlights
you should remember for holiday season.
Summary
Define consumer journey Lean & Full Media Plan More focus on CPE
1. Target customer
2. Category/Industry
3. Objective
1. Omnichannel
2. Full phase of Mega Sale
For each steps in 5A
68. Have you prepared your
Marketing Plan for the
upcoming Mega-sale season
of end 2022 - beginning of 2023?
69. HumanTruths
Does your Marketing Plan include the following?
Rely on % of revenue only to
estimate the marketing budget.
Majority of the budget is
allocated to sales conversion
or branding only.
Create huge discounts to
maximize purchasing.
Are the above BEST PRACTICES?
1 2 3
70. HumanTruths
50-50-50 rule
50% of the companies on the market are investing 52% less than
the optimal budget, which can increase their ROI by 50%.
Source: Nielsen
Big discount promotion?
Identifying Marketing Budget Branding vs. Conversion
71. HumanTruths
SOV rule: Marketing budget should also align with the
brand’s SOM
Share of voice
Share of market
0% 2% 4% 6% 8%
2%
4%
6%
8%
10%
10%
SOV > SOM
Brand tend to grow
SOV < SOM
Brand tend to shrink
Correlation: 99%
Source: Les Binet, The long and the short of it, IPA
Big discount promotion?
Identifying Marketing Budget Branding vs. Conversion
72. HumanTruths
Big discount promotion?
Identifying Marketing Budget Branding vs. Conversion
Conversion
● Revenue increases as spending increases
but efficiency reduces
● Restricted by existing demand and current
brand awareness
Branding
● Shift the curve up
● Decrease price sensitivity and increase
margin
● Increase 1% awareness and
consideration => increase 1% future
sales and decrease 1% CAC - the costs
to acquire 1 new customer in short term
(Nielsen)
Revenue
Ads Spend
Branding
Conversion
Combining branding and conversion campaign is a must to grow
brand and business
73. HumanTruths
Big discount promotion?
Identifying Marketing Budget Branding vs. Conversion
■ Messaging to Influence Consumer Perceptions and behaviors
■ Broad Reach
■ Long Term
■ Drives Future Sales, cashflow,
■ Messaging to Influence Consumer Purchases
■ Narrow Reach
■ Short Term
■ Drives Immediate Sales
Upper-funnel Marketing
Lower-funnel Marketing
Conversion focuses on capturing existing short-term demand, while
brand building can generate long-run and short-run cash flows
74. HumanTruths
Big discount promotion?
Identifying Marketing Budget Branding vs. Conversion
0%
1.7%
1.8%
2.9%
3.1%
3 m 6 m 1 y 2 y 3 y+
Campaign Duration
Price effect
Brands make big profit increase through 1) sales volume increase AND 2) price/margin increase
Price margin increase is difficult to do and take a long time to achieve, requires stronger brand
Aggressive discounts help conversion now, but also increase price sensitivity, i.e. damaging to brand
Big discounts could help drive sales volume in the short term, but may
damage profit in the long term
23%
28%
33%
34%
36%
3 m 6 m 1 y 2 y 3 y+
Campaign Duration
Volume growth
4%
8%
9%
14%
15%
3 m 6 m 1 y 2 y 3 y+
Campaign Duration
Profit growth
Source: Les Binet, The long and the short of it, IPA
75. HumanTruths
Big discount promotion?
Identifying Marketing Budget Branding vs. Conversion
Promotion should aim to maintain price but give more values to customers
Instead of big discounts:
- Discount
- Voucher
… Give more values to customers:
- Lucky draw
- Gifts
- Combo
- Shipping fee
- …
Or, shift promotion
budget to
advertising budget
to drive up sales
77. HumanTruths
CONCEPT
Develop ideas/concepts for
marketing & advertising business
impact mindset.
PLATFORM
Design /Optimize landing page,
website and mobile application
for higher conversion.
STRATEGY
Skyrocket businesses result
with comprehensive strategy
based on 7Ps model.
RESEARCH
Conduct market, customer, and
competitor research for strategy
development
SALES CAMPAIGN
MANAGEMENT
Plan, execute & manage sales
campaigns that drive business growth.
MERCHANDISING
Optimize user experience through
merchandising and engagement
activities.
COMMERCIAL
Develop strategy and manage
commercial activities (e.g.
product, price)
CREATIVE PRODUCTION
Produce creative assets.
MEDIA
Plan & optimize multi media
channels (Paid - Own - Earn)
OUR
SERVICES
TECH & DATA
Build tracking links and data measurement
system for data collection & analysis, campaign
optimization, and performance report.
PMAX SOLUTION | TOTAL PRODUCT LINES
78. PMAX SOLUTION
PMax’s multiple product lines connect into branding commerce
solution to drive best business impact for client, for short term and long
term
Branding
Commerce
Branding solution
Ecommerce solution
Social commerce solution
Lead gen solution
Research
Strategy
Platform
Media
Creative production
Campaign
Commercial
Merchandising
Tech & Data
Concept
79. PMAX’s USPs
PMAX’s branding commerce solution differentiates being integrated end-to-end
Branding
Commerce
Branding
Commerce
COMMON PRACTICE PMAX’S PRACTICE
PMAX - Total performance marketing
COMMON PRACTICE
Media agency Creative agency
PMax’s USPs: Integrated end-2-end on:
● Full funnel with branding commerce solution
● Full product lines
● Full workflow: planning to optimization to measurement
80. PMAX SOLUTION
With branding commerce solution, PMAX can address all challenges that many
brands face during holiday season
Branding
Commerce
Marketing Budget as % of
revenue only
Over-focus on sales
activation campaign
Heavy discounts
Strategy to determine budget based on:
● % of revenue
● SOV
● Business objective
● Competitiveness level
Integrated branding commerce solution
Strong commerce strategy including
both product, pricing, advertising to
maximize profit short and long term
Issues
1
2
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