Sbci Marketing Roi


Published on

Softbank China & India Holdings William Bao Bean presentation to the Marcus Evans seminar March 2009 in Shanghai on digital marketing basics. The focus is on marketing ROI methodologies, case studies from the agencies (sinotech group, agenda and adchina) and best practices.

Published in: Business, News & Politics
  • Be the first to comment

Sbci Marketing Roi

  1. 1. March 2009 Marketing ROI in China – 101 WILLIAM BAO BEAN SOFTBANK CHINA & INDIA HOLDINGS
  2. 2. Which particular marketing buzz words or trends do you feel are most important to pay attention to currently? Source: MENG December 2008
  3. 3. What marketing issue are you currently interested in and why? Source: MENG December 2008 <ul><li>“ With the onset of so many forms of disruptive media in recent years, it is challenging to know how much of your investments should be flagged… the tried and true and how much to set earmark for testing. In addition, ROI is measured differently for one media type or marketing method. When innovative methods come onto the scene, analytics driven marketers may abandon an effort prematurely because they did not plan it with the appropriate objective or realistic ROI…” </li></ul>
  4. 4. Back to basics <ul><li>Marketing ROI d efinition: Align marketing with business goals </li></ul><ul><ul><li>Standards </li></ul></ul><ul><ul><li>Processes </li></ul></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Measurement/Metrics </li></ul></ul>
  5. 5. Marketing ROI: 5 factors <ul><li>Goal: Improve effectiveness of marketing </li></ul><ul><ul><li>Strategy – what are your goals </li></ul></ul><ul><ul><li>Creative – impact </li></ul></ul><ul><ul><li>Execution – multiple medias, one conversation </li></ul></ul><ul><ul><li>Infrastructure – metrics and measurement </li></ul></ul><ul><ul><li>Other factors – uncontrollable factors </li></ul></ul>
  6. 6. Strategy <ul><li>Are you going for awareness, engagement or conversation? </li></ul><ul><li>Agenda case: relaunch Johnson’s Baby SLEEP Platform </li></ul><ul><ul><li>Strategy – awareness and engagement through 1) experts to establish credibility, 2) education on children’s sleep and Johnson’s 3-step sleep system, and 3) tools and training to change habits and promote sleep system </li></ul></ul><ul><li>Sinotech case: drive sales for Xerox products </li></ul><ul><ul><li>Strategy – conversation via driving more call center orders at lower cost </li></ul></ul><ul><li>AdChina case: drive unaided brand awareness of men’s shampoo </li></ul><ul><ul><li>Strategy – awareness via targeted media around vertical sites, high impact ads and use ad network technology to improve results </li></ul></ul>
  7. 7. Creative <ul><li>Are you going for awareness, engagement or conversation? </li></ul><ul><li>Agenda case study: Johnson’s Baby SLEEP Platform </li></ul><ul><ul><li>Rich and deep site including 1) education section, 2) Ask Dr. Sleep, 3) Tools, 4) Testimonials, 5) Lucky draw, and 6) Roadshow </li></ul></ul><ul><li>Sinotech case study: Xerox products </li></ul><ul><ul><li>Increase key words from 2,000 to 20,000 </li></ul></ul><ul><li>AdChina case study: men’s shampoo </li></ul><ul><ul><li>Youthful male stars </li></ul></ul><ul><ul><li>AdTV ie TVC online, roadblocks, video pre-roll, and page overlay </li></ul></ul><ul><ul><li>Demographic and geographic targeted ad copy </li></ul></ul>
  8. 8. Execution <ul><li>How are you going to reach your audience? 1) Portals, 2) SNS, 3) Networks, 4) Search, 5) Social Media (WOM), 6) Brandsite, 7) Microsite, 8) e-Direct Marketing, and 9) Database membership </li></ul><ul><li>Agenda case study: Johnson’s Baby SLEEP Platform </li></ul><ul><ul><li>360 degree campaign leveraging all of the above </li></ul></ul><ul><li>Sinotech case study: Xerox products </li></ul><ul><ul><li>Search marketing on Baidu and Google </li></ul></ul><ul><li>AdChina case study: men’s shampoo </li></ul><ul><ul><li>AdChina ad network with vertical and geographic targeting </li></ul></ul><ul><ul><li>Focus on above the fold interactive ads </li></ul></ul><ul><ul><li>Integrated media platform with sequencing and little/no overlap </li></ul></ul>
  9. 9. Infrastructure <ul><li>What metrics will you use? Downloads, unique visitors, registrations, engagements, market share, new product adoption, awareness, sales, share of preference, rate of customer acquisition, average order value, rate of new product/service adoption, average order value, growth in buying frequency, volume and share of business, net advocacy and loyalty, rate of growth compared to competition and the market, margin, and customer engagement, cost per shopping cart… </li></ul><ul><li>How are you going to measure the results? 1) Agency analytics, 2) 3 rd party analytics, 3) Surveys, 4) Sales, 5) Market share, 6) Brandsite, 7) Microsite, 8) e-Direct Marketing, and 9) Database membership </li></ul>
  10. 10. Infrastructure: measurement <ul><li>Agenda case study: Johnson’s Baby SLEEP Platform </li></ul><ul><ul><li>Portal and SNS data, Agenda analytics, Omniture, and 3 rd party research </li></ul></ul><ul><li>Sinotech case study: Xerox products </li></ul><ul><ul><li>Data from Baidu and Google – traffic, incoming calls, cost per incoming call, orders and cost per order </li></ul></ul><ul><li>AdChina case study: men’s shampoo </li></ul><ul><ul><li>Brand inhouse tracking system, Nielsen Online Survey, and AdChina Online survey. Also partnering with other companies such as Axciom. </li></ul></ul>
  11. 11. Infrastructure: metrics <ul><li>Clickers are predominantly younger (25~44) with lower income (under $40K) </li></ul>Source: AdChina Comscore jJly 2007
  12. 12. Agenda Framework: Measuring success Source : A genda
  13. 13. Agenda Framework: KPIs Source : A genda
  14. 14. Agenda Framework: Reports Source : A genda <ul><li>Monthly digital dashboard </li></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Overview </li></ul></ul><ul><li>Monthly campaign report </li></ul><ul><ul><li>Brand team </li></ul></ul><ul><ul><li>Performance monitoring for adjustments </li></ul></ul><ul><li>Yearly review </li></ul><ul><ul><li>Brand performance, lessons for next year, 3 rd party research findings </li></ul></ul><ul><li>Real time tracking </li></ul><ul><ul><li>3 rd party services All Media Count, CIC etc </li></ul></ul>
  15. 15. Thank You! William Bao Bean Partner [email_address] +86 139 1789 8171 +852 9131 0218