7. 台灣奧美整合行銷傳播集團
OOggiillvvyy && MMaatthheerr
AAddvveerrttiissiinngg
奧美廣告
World class advertising
agency offering sound
brand strategies and
impactful creative
works
GGeeoommeettrryy GGlloobbaall
經緯行動策略行銷
Integrated promotional and
merchandising expertise
with promotion network
達彼思//
我是大衛廣告
世紀奧美公關
nneeoo@@OOggiillvvyy
奧美互動媒體
Taiwan’s most awarded
Digital
Marketing Agency
OOggiillvvyy PPRR
奧美公關
Taiwan’s largest PR firm
with a lot of experience
in financial industry
(WM, Private Banking)
OOggiillvvyyOOnnee
奧美互動行銷
Leading Customer
Relationship Management
and B2B Marketing
network in Taiwan
22. 回過頭來想想，數位行銷是什麼？
the use of digital channels to promote or market products
and services to consumers and businesses.
什麼是數位通路？
23. 全通路 （Omni-Channel）正夯
• The marketing of multi-channel
• Seamless approach to the consumer experience through
all available shopping channel
24. 全通路 （Omni-Channel）的成功策略
• Provide attractive pricing and curated content.
• Harness the power of data and analytics.
• Avoid direct price comparisons.
• Learn to sell niche products.
• Emphasize product knowledge.
• Establish switching costs.
• Embrace competition.
Source：summer 2013, MITSloan
27. iTunes Radio
• 在 iPhone, iPad, iPod touch, Mac, PC 及 Apple TV 皆可聽 iTunes Radio
• 在家用 Mac/PC 聽，出門可無縫連接使用 iPhone 接著聽
28. Samsung SmartView
• Turns your mobile into a mini TV.
• Extend your mobile content to
your Smart TV.
• Watch a Blu-ray movie on your TV
while enjoying Live channels on
your mobile device.
• 大屏轉小屏
• 小屏轉大屏
• 一屏變兩屏
• 『行動裝置』與『固定裝置』的
無縫連結
今年將會超過 63%
Facebook on 2014, mobile ad revenue=6.82b/31.5b=21.7% ( 2013=17.5%)
Google=46.8% ( 2013=49.3% )
243E
Groups is Facebook's product that essentially replicates the traditional News Feed of photos, links, and status updates — but does it on a smaller scale.
it's for "people who are already active today, and want to engage even more." She's basically right: Groups doesn't feel like something totally different from Facebook. In fact, it feels like what Facebook used to be. Using it feels like a throwback to the Facebook of old, back when the only thing you'd find in it was stuff from your friends and family. In the app, you get immediate access to the updates you actually want from your (actual) social networks.
1. Small phones (e.g., most Blackberries), 3.5” or under screens
2. Medium phones (e.g., iPhone), between 3.5” - 4.9” screens
3. Phablets (e.g., Galaxy Note), 5.0” - 6.9” screens
4. Small Tablets (e.g., Kindle Fire), 7.0” - 8.4” screens
5. Full-size tablets (e.g., the iPad), 8.5” or greater screens
Taiwan is a nation of second-screeners: just 20% have not used an additional device while watching television.
Mobiles are now the favorite tool for this activity (43%), having overtaken desktops during 2013. Globally, laptops remain the top multi-screening device, giving yet more evidence for the importance of mobile in Taiwan
Growing numbers are also multi-screening via tablets (21%, up from just 12% back in 2012).
Mobile second-screening is especially widespread among 16- 24s (49%, vs. 24% of 55-64s); the age distribution is more equal for tablets, but here 16-24s post the lowest results of all.
The motivations for this behavior are multiple: nearly 60% are chatting to friends, close to 50% are playing games, around 40% are reading news or searching for products to buy, while about a quarter are looking for information relevant to what they are watching.
