Practical e-Sales Generation for Retailers

Practical e-Sales Generation
for Retailers 提升E-SALES冇難度
The Hong Kong Retail Management Association
Successful e-Tailing in the MobileAGE Seminars『M』世代零售營銷實戰講座系列
Copyright © Adams Company Limited. 1
Matthew Kwan 關廣智
Adams Company Limited
www.facebook.com/matthew.news

DISCLAIMER 聲明
Copyright © 2016.
Adams Company Limited
本內容版權所有，未經許可，不得翻印或向外傳閱。
No part of this document is allowed to reprint or circulate publicly.

To be FOUND
To be SEEN

Source: http://www.thecultureconcept.com/wp-content/uploads/2014/02/Marilyn-Monroe-by-Andy-Warhol.jpg
Personalized & Contextualized

Contents
• How to use Search Engine to target the right customers?
• How to use Video Advertisement Cost Effectively?
• How to penetrate the marketing using Digital PR?

How to use Search Engine to
target the right customers?

How [Google] Search Works
Source: https://www.youtube.com/watch?v=BNHR6IQJGZs

Domain/Subdomain/URL ???

Meta settings

What kind of search patterns on
Search Engines, Social Media & Mobile Media?
My
Product
Product
Category
My Brand
Names
Competitors &
Players
Complementors
Channels &
Media
Cost Level?
Location?
https://farm9.staticflickr.com/8029/7910370882_e2d8bfd3b4_o_d.jpg
Exact Match Vs Phrase Match Vs Broad Match

Google is an obvious
“winner” but look
carefully at China,
Japan, Russia and
South Korea.
Source: http://returnonnow.com/internet-marketing-resources/2015-search-
engine-market-share-by-country/

Who are your audience(s)?
• Segmentation
• Business Vs Individuals
• Customers Vs Partners Vs Public
• Stakeholders
• Spending & Budget
• Demographics
• Age
• Sex
• Language/Country of Origin
• Education
• Interests
• Behaviors/Interests/Topics
• Reading
• Talking/Communicating
• Buying
• How are you being perceived?
• How can you bring across your
message?

Campaign (Objectives) Budgeting
Budget
Products
Regions
LanguageInterests
…
• Daily Budget [Accelerated?]
• Budget Allocation &
Optimization
• Time of the day (Lunch Time?)
HK China SG
EN ZH EN CN EN
Product A 30% 20% 30% 10% 30% 10% 100%
Product B 20% 30% 10% 20% 20% 20% 100%
Product C 50% 25% 25% 50% 100%
100%

Google Trends

Google Display Network (GDN)
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Remarketing

Placements & Targeting
Interests & Topics Demographics
18
Health / Fitness
News
Hotel / Travel
Cars
Watches / Jewelries
Hobbies
Sex
Age
Location
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BUY NOW
Only
HK$2.9

How to use Video
Advertisement Cost Effectively?

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

Attracting
Eyeballs!!

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

CPV (View)
• Primarily it is a
measurement for video
advertising
• The viewing quality is
largely depending on the
nature of “ad format” and
platform of playing
• Sometimes, playing longer
does not mean a better
quality of viewing!

How to design your advertising content
and create an impact?
Visual Impact
• Micro-message
• Colour
• Shape
• Icon/Symbol
• ..etc
Music
• Style
• Rhythm
• Beat
• …etc
Multimedia
• Motion
graphics
• Interactive
• 3D
• AR/VR
• …etc
Language
• Formal
• Slang
• Symbol
• …etc
Promotional
• Offer
• Limited Time
• Door openner
Action
Oriented
• Sign Up
• Quotation
• Sample
• Information
• Consultation
• …etc

YouTube (True View)
• EASY TO EDIT
• FLEXIBLE TO EXPAND
• 5 secs to skip
• 30 secs or click per
charge
• keyword/search
behavior
• Topic
• Basic demographics
(Age/ Sex/ Location/
Language…)

Expect no sound!!!

Copyright © Adams Company Limited. All rights reserved.
DigitalAdvertising&Consultancy
Facebook & Instagram
28
Images
Copyright © Adams Company Limited.

Facebook – Canvas Ad
• Full Screen
• Interactive
• Mix of graphics,
text, actions, video,
motion detection…

How to penetrate the
market using Digital PR?

Brand Perception
• Brand Awareness
• Visibility
• Online Presence
• e-Branding
• Top of Mind
• Word of Mouth

Monthly Active Users (MAU’s)
Instagram
400M
Facebook
1.65B
Twitter
320M
http://newsroom.fb.com/company-info/
https://www.youtube.com/yt/press/statistics.html
http://expandedramblings.com/index.php/business-directory/19997/whatsapp/
https://about.twitter.com/zh-hant/company
http://www.businessinsider.com/facebook-messenger-has-700-million-users-2015-6?op=1
https://www.techinasia.com/wechat-650-million-monthly-active-users
http://expandedramblings.com/index.php/business-directory/19788/instagram/
https://www.techinasia.com/weibo-still-growing-maus-2015
http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/
Youtube
1B
WeChat
690M
WhatsApp
1B
Weibo
236M
LinkedIn
1.06B

How to penetrate the market using Digital PR?
•Be seen everywhere
•Be found in different angles
•Be (back) linked as many as possible
•Be ready for negative responses

• Google My Business
• Google+
• Google Blogspots/Other Blogs
• Website Design & Structure
• Directories
• LinkedIn
• Youtube Channel
• SlideShare
• Facebook Fan Page/Account
• …etc

Facebook Linkage?

Baidu Products

Online Profiling (Baidu Baike)

Handling Negative Response

• 登記咗都係收唔度換拎
email or SMS.
• 呃人？冇收到任何email
• 19號出post 今日去朗豪
坊換已經話派哂! 但係
仲有得登記wo ! 你地有
哂資料幾多人登記每個
地點，點解仲會出現呢
d派哂既情況？根本浪
費人地時間去同埋呃個
人資料!
• 填咗幾次按SUBMIT, 都
係彈返去未填資料畫面
• …

If you are the PR Manager…
• What is your key course of actions?
• What angle do you take to respond?
• What kind of timing are we talking about?

What considerations do you have?
• Are you prepared for negative responses?
• Customer Service and PR…are you ready?
• Do you allow people to post on my wall?
• Do you allow comments from audience?...you don’t have a choice on
Facebook!!!
• What interactions are you designing? Voting? Likes?
• Native [Facebook] actions?
• How can you avoid negative responses?

What possible negative responses?
• Attacks from competitors!?
• Fault, Accidents, Unfortunate Events…
• Other People’s negative events… of the same category
• “Bad” image and angle of communication
• Celebrities negative news/association…
• …

How to respond to negative
responses positively?

Positive Responses and Actions
• Polite acknowledgement of the problems/issues
• Proactive Mitigation of problems/issues…
• ”over incentivize…to ease the emotion”
• Bring online response to offline?
• Direct communication instead of mass communication
• Focus on facts than myths of misunderstanding

Summary & Call to Actions
• Know well your customer segmentation and behaviors
• Take proactive actions to improve your overall Search Engine
Friendliness on your website and any platforms
• Design your video ads and online channels according to your strategic
objectives
• Be very diligent to increase online presence with persistent efforts of
digital press releases
• Work in team between Customer Service and PR to be ready for
negative responses at all times.

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

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