Digital Marketing Inside Out: Data is King

數碼營銷Inside Out：一切由數據開始
Digital Marketing Inside Out
DATA IS KING
Matthew Kwan
www.facebook.com/matthew.news
Principal Consultant, Adams
November 29, 2017
Copyright © 2017. Adams Company Limited. 1
香港貿發局:營銷新動向工作坊 HKTDC New Marketing Trends Workshop

DISCLAIMER
Copyright © 2017.
Adams Company Limited
No part of this document is allowed to reprint or circulate publicly.

Strategic Messaging Market Sense Cross Platform
& Region
Performance
Mobile Social Media Marketing ConsultancyOnline

How much budget is
enough?

HK$9,000 ??

Critical Mass
is EVERYTHING
Copyright © 2017. Adams Company
7

The Idea of Critical Mass
Investment ($, Time, People, Coverage…)
Return ($, Customers, Brand)

Measuring Brand Success?
9
• Brand Awareness
• Visibility
• Online Presence
• e-Branding
• Top of Mind
• Word of Mouth

Return on
Investment?
Actions
Impressions
Reach
10%
10%
10%
… It is ALWAYS a matter of
Critical Mass

Example: E-Mail
10%
Open
10%
Click
10%
Action
10%
Open
10%
Open
10%
Open
10%
Open

Example: Search
0.5%
CTR
1%
Website
Action
15%
Sales
Impressions
Budget
Competitions
Ad Description
Average Position
4C Website Design
Simple Actions at the
glance
Lead time to follow
Value Propositions
Cost Effectiveness

390,000 people

What are the critical success indicators?
Potential
Reach
Budget
Constraint
Actual
“Paid”
Reach
Organic
Reach
Actions Return??

What should we really
measure?

The idea of Cost Per…
• CPC (Click)
• CPM (M=thousand impressions)
• CPV (View)
• CPA (Acquisition/Action)
• CPL (Lead)
• CPE (Enquiry)
• CPS (Sales)
16

Adams Methodology
Strategic Objectives Planning
Sales
Brand
AwarenessCustomers
Search
Display
Digital PR
Social Media
Mobile
Marketing
E-Mails
How to get more sales orders/leads with lesser
marketing budget?
(CPS or CPL…)
How to show more in front of
target audience with lesser
marketing budget?
(CPM or CPV…)
How to acquire more members or
customers or fans with lesser
marketing budget?
(CPA)

Adams Methodology
Defining Success Metrics
Brand
Reach
# of Websites/Posts
Impressions / Views
Customers
Subscription
Membership
Loyalty Program
Sales
Leads
Orders
Sales $

19
Google
Analytics
URL Link
Builder

An excellent tool for companies and advertisers
to evaluate ROI from all sources of internet traffic!

3R
Sales
Expansion

How to maximize our ROI?

The real question is
COST-EFFECTIVE
Picure: http://www4.pictures.zimbio.com/gi/2009+USA+Outdoor+Track+Field+Championships+d6KepSOVT6ll.jpg

• Age
• Behavior
• Culture
• Demographics
• Emotional Bound
• Frequency

Platform & Device Placement
Medium Rectangle /
Display Ads
Leaderboard /
Overlay Ads
Wide
Skyscraper
In-Footer
Mobile Leaderboard
Ad Formats Vs. Behaviors?

What is your marketing objective?

Do you
know the
right
timing for
your ads?

The ART of Casting NET!!!

Q & A

We look forward to collaborating with you!
www.adamshk.com
www.facebook.com/adams.news
www.youtube.com/adamshongkong
www.slideshare.net/adamshk

Digital Marketing Inside Out: Data is King

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