Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The long tail for Interactive Marketing


Published on

Presented 13th jun 2008,
the eCMO Conference in HK

Published in: Business, Technology
  • Be the first to comment

The long tail for Interactive Marketing

  1. 1. Web 2.0 and creating unlimited market potential.. A presentation by erwin huang, eCMO Conference june 2008
  2. 2. <ul><li>What is the long tail? </li></ul><ul><li>The Cruise Missile </li></ul><ul><li>Conversion </li></ul><ul><li>Location </li></ul><ul><li>Wastage </li></ul><ul><li>Infinite Market </li></ul><ul><li>Opportunity </li></ul>
  3. 3. <ul><li>The 20:80 rule </li></ul><ul><ul><li>Wealth </li></ul></ul><ul><ul><ul><li>80% wealth own by 20% people </li></ul></ul></ul><ul><ul><ul><li>20% people paying 80% tax </li></ul></ul></ul><ul><ul><li>6-sigma </li></ul></ul><ul><ul><ul><li>80% problem caused by 20% causes </li></ul></ul></ul><ul><ul><li>Sales and Marketing </li></ul></ul><ul><ul><ul><li>20% salesmen doing 80% sales </li></ul></ul></ul><ul><ul><ul><li>80% of your marketing effect comes from 20% audience </li></ul></ul></ul><ul><ul><ul><li>20% products delivers 80% of total sales, e.g. CD, Retail.. </li></ul></ul></ul>
  4. 4. <ul><li>Where credits due: </li></ul><ul><ul><ul><li>Proposed by Chris Anderson, editor @Wired </li></ul></ul></ul><ul><ul><ul><li>Credited as a major milestone for the start of the Web2.0 movement </li></ul></ul></ul><ul><ul><ul><li>Originally focused on products and services </li></ul></ul></ul><ul><ul><ul><ul><li>Today will cover direct marketing, new services, one on one marketing </li></ul></ul></ul></ul>
  5. 5. <ul><li>Think per track, not per CD </li></ul>Meet The user that wants it.. The Beatles song that never got published..
  6. 6. <ul><li>Delivering Product/Service to the customer </li></ul><ul><ul><li>At the right time </li></ul></ul><ul><ul><li>At the right place </li></ul></ul><ul><ul><li>At the right Price vs Value </li></ul></ul><ul><ul><li>Simply, easy user experience </li></ul></ul>
  7. 9. <ul><li>What is a Conversion? </li></ul><ul><ul><li>When you click? </li></ul></ul><ul><ul><li>When you buy? </li></ul></ul><ul><ul><li>When the “call to action” occur.. </li></ul></ul>
  8. 10. <ul><ul><li>My store in macao Venetian </li></ul></ul>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
  9. 11. <ul><li>The Octopus Project.. </li></ul><ul><li>The Tuen Mun store </li></ul><ul><li>The OL working day </li></ul><ul><li>The SMS gift </li></ul><ul><li>The special “only for you arrangement” </li></ul><ul><li>The target user profile.. </li></ul><ul><li>Guess Conversion rate? </li></ul><ul><li>Cost model vs Venetian </li></ul><ul><li>The Cruise missile, </li></ul><ul><ul><li>know your target </li></ul></ul><ul><ul><li>Offer the right value, at the right time, at the right place = simple conversion </li></ul></ul>
  10. 12. <ul><li>Model comparison </li></ul><ul><ul><li>Venetian rental vs Tuen Mun rental </li></ul></ul><ul><ul><li>Venetian marketing vs Octopus marketing </li></ul></ul><ul><ul><li>CPM vs Click-through </li></ul></ul><ul><ul><li>Yahoo top banner vs google adsense </li></ul></ul>
  11. 13. <ul><li>About buying a new digital camera.. </li></ul>Vs Somewhere in the Pacific Ocean.. ?? Mongkok, Chung Yuen, one of highest rent per sq ft in the world
  12. 14. How much do you think this camera is worth at this moment? Olympus Diving Camera Ad..
  13. 16. <ul><li>Restaurant marketing </li></ul><ul><ul><li>DM vs </li></ul></ul><ul><ul><li>Restaurant ad Click Through vs </li></ul></ul><ul><ul><li> on Mobile? </li></ul></ul><ul><li>Jewellry promotion at Causeway bay </li></ul><ul><ul><li>Harbour Tunnel Banner vs </li></ul></ul><ul><ul><li>AppleDaily fulll page vs </li></ul></ul><ul><ul><li>am730 vs </li></ul></ul><ul><ul><li>MTR escalator ad </li></ul></ul><ul><li>Depends on what you are doing.. </li></ul>
  14. 17. <ul><ul><li>Not all marketing is about conversions </li></ul></ul>蒙牛 just before IPO Fighting Eleven Euro 08 ver, or Tshirt special with one click shopping in Now ESPN channel during the game
  15. 18. <ul><li>Build that Cruise missile </li></ul><ul><ul><li>Deliver value at the right time at the right place </li></ul></ul><ul><li>Find new markets </li></ul><ul><li>Minimize wastage (depends on what u want to do) </li></ul><ul><li>Know your customer (Octopus) </li></ul><ul><li>Create new products/services (the olympus camera) </li></ul>