eCMO Conference 2013 - Cases Sharing on Brand Building and eCommerce

© Copyright 2013. New World iMedia Solutions Limited. All rights reserved.© Copyright 2013. New World iMedia Solutions Limited. All rights reserved.
Cases Sharing on
Brand Building & eCommerce
Jun 4, 2013
1
Andrew Yau
General Manager, Marketing
New World iMedia Solutions Limited
© Copyright 2013. New World iMedia Solutions Limited. All rights reserved.

All Opportunities Ahead?
2
B2C ecommerce sales grew 21% to top US$1 trillion in 2012
• Asia-Pacific grew more than 33%, reaching one-third of global volume
• China will become the 2nd largest B2C ecommerce market in 2013,
14% share of global sales with 65% growth from US$110 billion in 2012
eMarketer.com

All Opportunities Ahead?
3
“E-Commerce Soars in China” by The New York Times
eMarketer.com
South Korea; Statistics Korea (KOSTAT)
Tiger Countries B2C E-Commerce Report 2013, ystats.com
• 220m buyers
• US$500+ average
spending
• Both market size
and spending to be
doubled in 2016
• 58% shopped
online at least once
a week (highest %)
• 1.5% of HK firms sell
goods & services via
electronic means (09)
• 70 daily-deal
websites were
launched in 2 years
• More than half of all
Internet users have
online purchases
• Fastest growth in
personal electronic
devices, games,
beauty/cosmetics
products
• Mobile commerce
jumped 444% to
HK$6.4b in 2012
• Top mobile
spending: movie
tickets, games,
fashions
• Women shopping
online more often
than men
• eCommerce sector
reached US$22b in
2012
• Continues to tap
China to grow its
market value
• More than half of
internet users
experienced
problems with
unstable
connections & poor
Internet quality
• Online retail sales
are projected to
increase by a small
double digit %
• B2C sales reached
US$19B, while B2B
at US$930b
• B2C eCommerce
share of total retail
is 6%
• Smartphones used
more often than
Notebooks to shop
Online
• eCommerce from
total retail is est.
<1%
• Mobile share of
total online orders
increased to almost
a quarter
• B2C eCommerce
sales will increase
by almost 50%
• Some pick up
stations are to be
set up in 2013
“HK retailers use PayPal to buck e-commerce trend” by Enterprise Innovation
Hong Kong as an Information Society” by Census and Statistics Dept, 2012
The Visa APCEMEA e-Commerce Consumer Monitor Research 2012
China Hong Kong Taiwan S. Korea Singapore

4
How Digital Marketing Helps
Enterprises Explore New
Market? Focus on Branding or
eCommerce or both
together?
What are the strategies?

What to benchmark
5
http://web1.sasa.com/SasaWeb/e
ng/sasa/home.jsp
www.strawberrynet.com
http://hk.cosme-
de.com/b5/main/main.html

A Typical Go-to-market Strategy by
HK Enterprises
Expo > Find Buyers > Get Orders > Deliver Good
•No Contact with End Customers
•No Saying on Market Price
•Limited involvement on consumer marketing
•Weak brand building
•Mainly for B2B, and it can be fragile
Passive and Very Dependent
6

Now: Digital Marketing
1. Online Advertising
2. eCommerce Platform
a) Brand website
b) 3rd Parties: ebay / amazon / taobao
3. Social Platform:
- facebook / twitter / Instagram / Pinterest / Sina
Weibo
7

What Digital Marketing means to them?
8
Branding? eCommerce?
Both?

Example
• A self-branded accessories manufacturer for hot
gadgets (iPhone, Android, Game Consoles, Audio &
Media Players…)
• Positioned as high tier brand at premium price,
emphasis on product quality, durability & user
experience
• Target Market: N. America & Europe as primary
9
Past
• Joined 5-6 Overseas Expos yearly
• Yearly spent over a Million
• Established distribution channels
• Some brand recognition to Outlets

Online Advertising
Campaign Strategies (Branding)
1. Placement Targeting:
• Worldwide coverage (focusing N. America & Europe)
10

Online Advertising
Some keen tactics:
• Conversion Tracking
– Time Spent on “About Us”
– Pages / Visit
– Email Subscribe / Membership Registration
• Larger market  more competitors higher bidding
prices
• Seasonal Factors (Thanksgiving, X’mas, New Year…)
• Changing budget allocation based on Products’
popularity
• Update banner visuals frequently
11

2. Yahoo! Fixed Position and Search
• 1st Position
• Keywords selection: newest or unofficial product
names (e.g. iPhone 6, iPad 5…)
Online Advertising
12
Photo Display

Further digital mix
Social Media
• Keen on engagement with end-users
– Facebook: worldwide exposure
– Twitter
eCommerce
• To move forward step-by-step
• Current: ebay, Amazon
• Future:
Online Shopping  more Traffic Brand Building
13

From B2B to B2C
14
Marketing Strategy Evolved
(Expo > Digital Marketing)
Channel Expansion
(Outlets > eCommerce (3rd Parties) > Own)
Role of Digital Marketing
From Brand Building > eCommerce

Comes to…
15
Branding & eCommerce

Example
• A Local Brand on Health & Beauty
supplement
• Established Brand in HK
– Use celebrity (advertising, packaging, event, etc)
– High reach via local media
– Sell through major health & beauty chain stores
• Decided to explore retail & overseas market
– Invest on new systems like ERP, CRM, etc
– Overseas market: go online
16

Clear Digital Strategies
• Target audiences: Ethnic Chinese only
• eCommerce: a new online shop brand with
over 1,000 products
– Mobile site available
• Online advertising:
– Search: Unique Products / Branding / Generic
Keywords (e.g. 減肥瘦身, 保健品…)
– Placement Targeting: Topic Targeting and Interest
Category on Health and Beauty
• Social Media: diversified pages
17

Tactics
• Keywords, Images, T&D Selection:
18
For Brand Building For eCommerce
Company Introduction Products Description
Link to Home Page Link to Product Page
Products shots with Chinese descriptions

Tactics
• Remarketing tools:
– Different creative / offers for new visitors vs
customers
– ROI and enhance Brand awareness
19

On-target Results
• Different Conversion Goals Set
Top 5 Overseas Campaigns
20
Campaign Conv. Rate on Clicks
Australia Remarketing 17%
Australia Search 14%
Canada Search 13%
UK Search 12%
UK Remarketing 9%

Business Strategy First
21
“E-commerce is still „commerce‟
and it is just a new sales channel.
An enterprise needs to consider its product structure
and business strategy first,
and then start thinking about online business operations
such as setting up the shop and building the team”
Industrialist, FHKI

Brand with or without boundary
22
• Online Advertising: Focus on US / Europe
• Learning:
• Brand recognition
• Product
• Target customers

Have strategic plans to suit business needs
Assess brand equity to your target
Decouple strategy and innovation
23

Providing One-stop, Comprehensive Online and Cost-effective
Advertising Solutions
Authorized Reseller
Search Marketing Online Display Ad. Mobile Ad.
Online Creative
Development
eDM Marketing
http://www.nw-imedia.com/

Thank You
25

eCMO Conference 2013 - Cases Sharing on Brand Building and eCommerce

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