This is part of the series of presentations being delivered by Matthew Kwan, Principal Consultant of Adams at the Hong Kong Retail Management Association. There are contents that were not included in 2017 and a refreshed version of the same topic.

1. Retail Digital Marketing Management Course
Selecting the right
e-channels to ADVERTISE
Matthew Kwan
www.facebook.com/matthew.news
Principal Consultant, Adams
April 12, 2018
Copyright © 2006-2018. Adams Company Limited. 1
The Hong Kong Retail Management Association
《零售電子商務管理基礎課程》

2. 2Copyright © 2006-2018. Adams Company Limited.

3. DISCLAIMER
Copyright © 2018.
Adams Company Limited
No part of this document is allowed to reprint or circulate publicly.
Copyright © 2006-2018. Adams Company Limited. 3

4. Today’s Agenda
• Right channels for the right audiences
• Overview of game rules of key channels
• Success factors of the creative design & UX
• What else should we do to increase gain?
Copyright © 2006-2018. Adams Company Limited. 4

5. Copyright © 2006-2018. Adams Company
5*All names & brands are property of their respective owners
網絡大佬GIANTS

6. Copyright © 2006-2018. Adams Company Limited. 6
Strategic
Objectives
戰略目的

7. Integrated Strategy
交叉攻擊
7
Sales生意
Awareness
知名度Clients顧客
Search
Display
Digital PR
Social Media
Mobile
Marketing
E-Mails
Copyright © 2006-2018. Adams Company Limited.
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)

8. Should I place ads directly to a
website (online media) or app?
Copyright © 2006-2018. Adams Company Limited. 8

9. Recap: Measuring Success
The idea of Cost Per…
• CPC (Click)
• CPM (M=thousand impressions)
• CPV (View)
• CPA (Acquisition/Action)
• CPL (Lead)
• CPE (Enquiry)
• CPS (Sales)
➢Impressions:
▪ The no. of advertisements shown to
the audience
➢Reach:
▪ The no. of people reach
➢Social reach/organic reach:
▪ The additional no of people ( non-
paid reach) gain through friends
reaction to specific posts/page
➢Social impression/organic impression:
▪ The impressions ( non-paid
impression) gain through friends
reactions to specific posts/ page
Copyright © 2006-2018. Adams Company Limited. 9

10. Right channels for the right
audiences
Copyright © 2006-2018. Adams Company Limited. 10

11. Which are the right
channels?
Do you know your customer behavior?
Copyright © 2006-2018. Adams Company Limited. 11

12. What is your behavior?
Copyright © 2006-2018. Adams Company Limited. 12
Platform & Device Placement
Medium Rectangle /
Display Ads
Leaderboard /
Overlay Ads
Wide
Skyscraper
In-Footer
Mobile Leaderboard

13. Copyright © 2006-2018. Adams Company Limited. 13
• Age
• Behavior
• Culture
• Demographics
• Emotional Bound
• Frequency

14. Digital Advertising & Consultancy
Decide which digital channel will perform better than others?
Copyright © 2006-2018. Adams Company Limited. 14
Branding Customers Sales
Google Search P PP
Google Display Network PP
GDN - Remarketing P P PP
Google Shopping Ads P PP
YouTube PP P
Facebook – (Page/Post) P PP P
Facebook - Remarketing P PP PP
Yahoo Search P PP
Yahoo Native Ads P
Yahoo Fixed Position P P
Instagram PP P

15. Digital Advertising & Consultancy
Ad Formats
Copyright © 2006-2018. Adams Company Limited. 15
Text Graphic Video / Animation
Google Search P
Google Display Network P P P
GDN - Remarketing P P P
Google Shopping Ads Auto Feed
YouTube P P P
Facebook – (Page/Post) P P
Facebook - Remarketing P P
Yahoo Search P
Yahoo Native Ads P
Yahoo Fixed Position P
Instagram P P

16. Overview of game rules of
key channels
Copyright © 2006-2018. Adams Company Limited. 16

17. Digital Advertising & Consultancy
Google Display Network (GDN)
Copyright © 2006-2018. Adams Company Limited. 17
Platform & Device Placement

18. Digital Advertising & Consultancy
Remarketing
Adwords WebCodes
Copyright © 2006-2018. Adams Company Limited. 18
Cookies GDN Partner Network Websites

19. Copyright © 2006-2018. Adams Company Limited. 19
Digital Advertising & Consultancy
Google Shopping Ads

20. Digital Advertising & Consultancy
YouTube (True View)
• EASY TO EDIT
• FLEXIBLE TO EXPAND
Copyright © 2006-2018. Adams Company Limited. 20
Start (Key Message) 5 secs -> Skip Ad Less than 30 sec -> Click to Pay

21. Digital Advertising & Consultancy
Placements & Targeting
Interests & Topics Demographics
Copyright © 2006-2018. Adams Company Limited. 21
Health / Fitness
News
Hotel / Travel
Cars
Watches / Jewelries
Hobbies
Sex
Age
Location
Language

22. Copyright © 2006-2018. Adams Company Limited. 22
Yahoo
Native
Ads

23. Copyright © 2006-2018. Adams Company Limited. 23

24. Copyright © 2006-2018. Adams Company Limited. 24
Advertising
through a “Ad
Network”?

25. Success factors of the
creative design & UX
Copyright © 2006-2018. Adams Company Limited. 25

26. Copyright © 2006-2018. Adams Company Limited. 26
Google
Display
Network
Lightbox

27. Facebook Shop – Product List
Copyright © 2006-2018. Adams Company Limited. 27
• Link to product
pages from official
website
Watches

28. Facebook Shop – Product Details
Copyright © 2006-2018. Adams Company Limited. 28

29. What else should we do to
increase gain?
Copyright © 2006-2018. Adams Company Limited. 29

30. What is your marketing objective?
Copyright © 2006-2018. Adams Company Limited. 30

31. What is your marketing objective?
Copyright © 2006-2018. Adams Company Limited. 31

32. Do you
know the
right
timing for
your ads?
Copyright © 2006-2018. Adams Company Limited. 32

33. The ART of Casting NET!!!
Copyright © 2006-2018. Adams Company Limited. 33

34. Q & A
Copyright © 2006-2018. Adams Company Limited. 34

35. We look forward to collaborating with you!
www.adamshk.com
www.facebook.com/adams.news
www.youtube.com/adamshongkong
www.slideshare.net/adamshk
Copyright © 2006-2018. Adams Company Limited. 35