This is a presentation delivered by Matthew Kwan, Principal Consultant of Adams (www.adamshk.com) at the event being hosted by HKT 1O1O and www.sme.gig.hk on November 13, 2015. This is a very good overview of the most important successful factors of Digital Marketing in our current business environment.

1. 抓緊網上銷售秘訣 吸納「錢」在客戶
Secrets of Digital Marketing
for Business Growth
Matthew Kwan 關廣智
Principal Consultant, Adams
www.facebook.com/matthew.news
November 13, 2015
SME.GIG.HK-1O1O Innovate for Growth Seminar
11/30/2015 Confidential. Copyright © 2015. Adams Company Limited. 1
Picture source: http://www.edgoodbye.com/images/marvelous-light-painting-ideas-1-light-painting-simon-berger-901-x-600.jpg

2. DISCLAIMER 聲明
Copyright © 2015.
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.
11/30/2015 Confidential. Copyright © 2015. Adams Company Limited. 2

3. Confidential. Copyright © 2015. Adams Company Limited. 3
• Consumer Behavior
• Public Opinion Poll
• Customer Satisfaction
• Online Profiling
• e-Brand Awareness
• Brand Association
• Direct Sales
• Viral Marketing
• Customer Management
• Channel Selection
• ROI Measurement
• Budget Planning
11/30/2015
Adams: Digital, Online, Social, Mobile Consultancy

4. We all live in a
MobileAGE.
"Bill Nye, Barack Obama and Neil deGrasse Tyson selfie 2014" by The White House - http://www.flickr.com/photos/whitehouse/14081505711/. Licensed under Public Domain via Wikimedia Commons
11/30/2015 Confidential. Copyright © 2015. Adams Company Limited. 4

5. Monthly Active Users (MAU’s)
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Instagram
400 M
Facebook
1 490 M
Twitter
316 M
http://newsroom.fb.com/company-info/
https://www.youtube.com/yt/press/statistics.html
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-monthly-active-users-q2-2015/
http://www.chinainternetwatch.com/13364/weibo-q1-2015/
http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/
Youtube
1 000 M
WeChat
600 M
WhatsApp
800 M
Weibo
198 M
LinkedIn
97 M

6. Strategic
Objectives
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Sales
Brand
Awareness
Customers
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)

7. Can you be
found?
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8. What do you find on
Search Engines,
Social Media &
Mobile Media?
My
Product
Product Category
My Brand Names
Complementors
Competitors &
Players
Channels &
Media
Cost Level?
Location?
11/30/2015 Confidential. Copyright © 2015. Adams Company Limited. 8
https://farm9.staticflickr.com/8029/7910370882_e2d8bfd3b4_o_d.jpg

9. 9
Postmodernism:
What is really driving
consumers’
FEELING?Picture Source from : http://www.pics4world.com/vb/imgcache/2/4425showing.jpg
© 2015. Adams Company Limited. 版權所有
11/30/2015 Confidential. Copyright © 2015. Adams Company Limited.
•Visual & Multimedia
•Micro-Messaging
•Language usage is very different

10. The 10 Most Popular Instagram
Trends of Summer 2015
www.cosmopolitan.com/lifestyle/news/a45051/instagram-trends-summer-2015/
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11. 11
KLM Case StudyConfidential. Copyright © 2015. Adams Company Limited.

12. 12
Mobile Oriented
Sales & Customer
Service
Confidential. Copyright © 2015. Adams Company Limited.

13. Your
BIG
FOUR
Audiences
Suppliers
Business
Partners
Existing
Customers
Enquiring
Customers
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14. eMail
Ads
WOM
Direct
Critical Mass
is EVERYTHING!
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Website
Social Media
Events
Promotions
& Campaigns

15. Critical Mass
is EVERYTHING
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2013-6-26
With over 150 000
fans in our channels
and over 50 000
images by Daniel
Wellington fans using
our hashtag, we see all
the great outfits and
adventures that our
watches are a part of
on a daily basis.
Over 1M followers
on 2015-05-28.

16. Viral Elements
A – Anger
B – Beautiful
C – Comedy
D – Discount
E – Essential
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17. Social
m-Media
Key
Messaging or
#tags
Ads Viral Element
Other
Supporting
Media
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18. Confidential. Copyright © 2015. Adams Company Limited. 18
http://www.webgranth.com/wp-content/uploads/2013/02/Take-a-Sip-of-QR-Code-Coffee.jpg Picture Source: http://qranywhere.blogspot.hk/2010/04/iron-man-2-staring-qr-codes.html
O2O
Online to Offline??

19. Call to Action: IDEAL Strategy
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•I – Identify Your Customers
• Get to know your competitive landscape and your customer segments
•D– Decide Your Budget
• With your ROI targets in mind, what is the budget required to create Critical Mass.
•E – Experiment Your Options
• There is no perfect channel and media over time. Success is not by default.
•A– Assess Your Results
• Clear strategic objectives must be set before your campaign but not after!
•L– Leverage Others
• Co-marketing is becoming a trend to create bigger success and value overall.
11/30/2015

20. Thank You!
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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