Inbound Marketing Explained

eddie.choi@frontiersdigital.com | SES HK 2012

The Cookbook OfInbound Marketing

Source: Google, IAB

Scoping At Store

What sources of information did the consumers seek out to help their purchase decision?

Is Customer Journey Linear?

Pre-Awareness Awareness Consideratio

nPurchase

Post-Purchase

Display Advertising

Video Ads

Social Social

Stimulus ZMOT FMOT SMOT

Mobile

AwarenessInterestDesireAction

Typical Conversion Funnel

Active Evaluation

Awareness

Desire > Action

Interest

Widen the brand

choices

Loyalty Loop

Recall the preferential

Loyalty/CRM

Luxury Goods Sector

Search

Individuals become more powerful

People start asking questio

Questions reveal intent

Leads become fans

Fans show affection

Affection generates business

Customers become advocate

Even the farmers have gone social

Traditional Marketing New Marketing

Collaborate & Create

Today we don’t find our customers; they will find us.

social media

direct mail

outdoor

WE WWW

Outbound/Reach

Inbound/Intent

Marketers need new gadgets

Inbound Marketers(China, Hong Kong, Macao, Taiwan)

Online consumer journey in China

Does Social Signal Exist In China?

Social signal in Baidu is picked up

based on relevancy, time

and the content of the search query. Baidu’s algorithm will determine if

any social content should be inserted in the SERP after

analyzing the search intent of

the query.

Google CN SERP’s snippet has an inclusion for Baidu Zhidao’s Best Answer

Baidu brand zone

Sina Weibo inclusion

Baidu media

Advertiser official website

Baidu news inclusion

Pseudo Organic

Take advantage from Baidu proprietary

content.

Social

Social Media PortfolioAuthority Conversation

ValueAmplification

Blogs ★★★★★ ★★★★★ ★★

Social Networking Sites ★★★ ★★★ ★★★★

Microblogs ★★★ ★★★ ★★★★★

Video & Music Sites ★ ★ ★★★

Bulletin Boards & Discussion Forums ★ ★★ ★★★

Growth Of Weibo Users

Source: CNNIC

60-days Fans Per Post (Sport)

60-days Amplification (Sport)

60-days Fans Per Post (Luxury)

Best Practice

Crispin SheridanSenior Director of Search MarketingSES Advisory Board Member

{The Question}If we use the same keywords in social media activities such as Facebook fan pages, wall posts, links, etc., what kinds of traffic would we see, and would it be valuable traffic?

{The Plan}The company built a Facebook fan page to target a sample of 16,000 fans. By collecting the top value and highest converting keywords and phrases from organic search efforts, it began creating posts for the Facebook page with those terms.

{The Result}

Social traffic converts 2.5 times more than the organic search traffic.

It is a non-line world

Singaporean concerns of health issue in 12 months

Age 18 - 30 Age 31 - 50 Age 51 - 651,219,960 943,200 198,760

112,600 Target Audience

Singaporean Social Profile On Facebook

Content, Content, Content

Benchmarking content inventory.

Find out the publishing frequency & the degree of relevancy. Collect insights and attributions via various sources, especially via search engines for semantics.

Monitor and take notes on the competitors’ copywriting.

Collect insight from web analytics, setup social segment, monitor the life cycle of Weibo.

Combine all the above and visualize them for a journey of ZMOT.

Done!linkedin.com/in/eddiechoi

clickz.asia/author/eddiechoi

Inbound Marketing Explained

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