Digital & E-Commerce 101.

Private and Confidential

iClick Interactive | AsiaDriving Your Business Growth with Social Media & Online Marketing

Private and Confidential 2

About Us.

Joel ChooHead of Business Development

Derek NgAccount Manager


Joel Choo

3

8 Years Cross Channel Experience.

iClick Interactive Asia (Programmatic Buying)

CBS Interactive (Tech Publisher)

HungryGoWhere (F & B Publisher)

Pinstorm (Digital Search Agency)

Pixel Media Asia (Display Ad Network)

Gettyimages (Stock Image Provider)

Contact Details:

Email: [email protected]

Mobile: 9747 6947

Linkedin: sg.linkedin.com/in/joelchoo/

mailto:[email protected]

http://sg.linkedin.com/in/joelchoo/


Derek Ng

4

5 Years in Digital Marketing

iClick Interactive Asia (Programmatic Buying)

Xpointo (Digital Agency)

MediaCorp (Media Owner)

Brandtology (Social Media Listening)

Contact Details:

Email: [email protected]

Mobile: 9783 9654

Linkedin: https://www.linkedin.com/in/derekngzy

mailto:[email protected]

https://www.linkedin.com/in/derekngzy


Look Beyond the CTR.

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After this Session…I wish that You should be able to…


Training Objectives

1.Define Your Competitive Edge2.Determine Your Sales Platform.3.Set Long Run & Short Term Goals.4.Defined Your Primary Audience and Secondary Audience,5.The Concept of Relevance6.Media Planning Concept.7.Understand Basic Analytics.8.Measurement & Optimization.

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Digital Landscape in One Page.

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Confused? Confused?

You are not You are not Alone.Alone.


Basics First, Buzz Later.


The 5Ps Remains

Product- What is your Value Proposition? What is your Competitive

Advantage for Sustained growth?

Place- Where to Sell? Own Website? Classifieds?

People- Define your Primary/Secondary Target Audience?

Promotion- What is your Digital Marketing Plan?

Price- What is your Pricing Strategy?

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Concept of Relevance.


Target Audience

Who are they?Where are they?

How to communicate?What’s their behavior?

What attracts them?How to influence them?

5Ps Relevance

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PlaceIs a own website required?

PromotionWhat Digital Channels to reach them.What Tone of Communication to use.

PricePricing Strategy.

ProductWhat?Value?How many?Competitors?


The First Step to Success

15Cited from: http://www.shopping-cart-migration.com/blog/61-must-know-tips/7996-ecommerce-features-to-consider-infographic


Functionality



Customer Experience



Payment



Products & Catalogs



Enhance



Accomplish



Relevance Summarized

Relevant Aesthetics. Relevant Product/Service Information. Relevant Promotions. Relevant Payment Gateways. Relevant Fulfillment Options. Relevant After Sales Service. Relevant Terms & Conditions

And so on…

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Reebonz

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Value PropositionGenuine Luxury at Accessible Prices.Time Sensitive Sales.Trust is the Key Driver.


Reebonz

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Consumer ExperienceEase of Navigation


Reebonz

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Consumer ExperienceDetailed product description

Payment Options.

Product Guarantees


Reebonz

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Consumer ExperienceManaging ConsumerExpectations.


Reebonz

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Enhanced FeaturesMulti Device AccessibilityIncreased site visits via multi device.


Own Portal – Good & Bad

Benefits:- Your Personalized Domain Name.- Ownership of Digital Property.- Customized Content & User Experience.- Increased Perceived Value.- Ownership of Mined Data.

Challenges- Longer Execution Timeline.- Resource Intensive (Concept, Design, Programming, Hosting Fees,

CRM)- Zero Traffic.- Implementation of Payment Gateways.- Sourcing of Fulfilment Partners.- Price can range from $5,000 to $50,000 for creation.

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Other Ways to Sell

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Concept of Relevance.

Ready For Business. How to Drive Relevant Visitors?


Before we Begin, some Basic Traffic Buzz Words.


Traffic Buzz Words

Website = Landing Page

Visits = Traffic = Number of Click Through

Impressions = Quantity of Ads Bought/Shown

CTR = Click Thru Rate = No. of Clicks/Impressions

Acquisition = Completing a Desired Action = Sales, Form Fill, Downloads…etc.

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Rule 1: Measurement Tools in Place.


Measurement is Key.

How to Measure?- Most Accessible: Google Analytics.- Proprietary Tools such as iClick XMO.

What to Measure?- Conversions.- Source of Converting Traffic.- Identify Trends.- Assess Efficiency.- Replicate Success.

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Rule 2: Clearly Defined Goals


Step 1: What is Your Objective

Different Strategies aligned to your Business Life Cycle:

Cost Efficient Traffic Driving.Encourage Commitment from Early Adopters.Generate Awareness of Value Proposition.Build Confidence.Encourage Return Visits.Generate Social Currency.

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Rule 3: Know your Channels


3 Media Classfications

38Cited from: http://zmconsultants.com/earned-media-customers-social-connections-spread-companys-message/


Channel and Usages

MediaTypes

Display

SEM SEO Social Media

Mobile Email

Pricing Model CPC, CPM CPC Duration Duration CPC, CPM Per Blast

Application Branding,Tactical Tactical Branding,

TacticalEngagement, Tactical

Branding, Tactical Loyalty

Launch Difficulty Low to Mid Low to

High Mid to High Low to Mid Low to Mid Low to Mid

Optimization Difficulty Low to Mid Mid to High High Mid to High Low to Mid Low to Mid

Media Type Paid Paid Earned Earned Paid Paid

Targeting OptionsDemography Y N N Y Y Y

Geography Y Y Y Y Y Y

Contextual Y N N N Y Y

Behavior Y Y N Y N N

Retargeting Y Y N N N N

Look Alike Y Y N N N N

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Contextual Targeting

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Rule 4: Maintain Relevance


Digital is about Relevance

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The Right Message

To the Right Audience

On the Right Media

At the Right Time


Right Message

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Clear Messaging

Discount %Localization for Thai PortalConsistent Brand Guidelines


Right Audience & Media

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Right Time & Message

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Video Ads

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The Media Plan


Check List

ObjectiveTarget AudienceMeasurement Tools.Expectated Investment.GeographyOptimization Plan & RoadmapCreative ResourcesSkillset Evaluation. DIY or Outsourced?

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Some Predefined Objectives

o Sign up For Trial.o Form Fill.o Increase Page Per Visito Download Content such as Product Catalog.o App Download.o Social Sharing.o Join Fan Page.o Make a Purchase!

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Sample Media Plan

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Phase Time- line

Media Type

Placement Budget

Buy Targeting Options

On Going

On Going

SEO Google $16,000

Ranking -

Launch 2 Months

Display Google, Yahoo

$4,000

Clicks Contextual

Launch 2 Months

SEM Google $4,000

Clicks Intent

Launch 1 Month

Display Mobile $2,000

Impressions

Contextual


Channel Analysis

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Goal Funnel Analysis

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Basic Optimization Strategy

1st Level: Channel Level Optimization- Which Channel gives generates highest ROI?

2nd Level: Delivery Level Optimization- Which Messaging/Creative/Keywords generates

highest ROI?- Time Parting?

3rd Level: Conversion Funnel Optimization- Identify drop outs stage- Streamline Conversion Process

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Enhanced Media Options

Programmatic Buying.

Cross Channel Attribution Modeling.

Retargeting.

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Some Key Pointers


Embrace Change

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Digtal = Speed & RelevanceContingency Planning

No Single Best SolutionMake Informed Investment Decision.Don’t be Overly Ambitious

Anticipate Changes InSite NavigationSite AestheticsSite ProgrammingAcquisition Funnel

Media MixCreative MessagingBudget AllocationRefinement of Target Audience

Crisis ManagementThreats from Competition


Set Realistic Goals

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Goal SettingSet Realistic MilestonesLong Run & Short Term

Resource AssessmentHow much time are you dedicating?How much monetary resource you have?Ready to Invest in Expertise

Measure & Attribute SuccessOnly Invest in what can be measured.Stay ROI focused.

Stay InformedLatest Trends & Technology to improve Efficiency.Reinvent & Remain Relevant.


Consumer Centric

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Assist Decision MakingProvide Critical InformationSimplify Purchase ProcessEliminate Doubts.Be Contactable.Listen to Needs.Sell Benefits, Not Features.

Create LoyaltyPersonalized content.Incentivize Advocacy.Don’t Spam.Offline Engagements.

Run a Honest Business!


Any Questions so far?


Social Media


Social VS Traditional Media


Leveraging on Current

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Leveraging on Current

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Leveraging on Current?

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Treasure within Social Media

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Social Media

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The Value of a Fan

The value of a Fan can vary:- Zara’s fans average a revenue value of:

• USD 405.54- Levi’s fans average a revenue value of:

• USD 312.01- Coca-Cola fans average a revenue value of:

• USD 70.17 (Very impressive considering the cost of the product)What is the value of a fan?


Facebook Variables

AD COPY

AD TYPE

TARGETING

BUDGETING


Ad Copy


Facebook Variables

AD COPY

AD TYPE

TARGETING

BUDGETING


What’s your Objective ?


Facebook Ads

Page Like AdsPage Post AdsDark Post AdsApp Install AdsMobile App Install AdsEvent AdsFacebook PremiumFacebook OffersReach Blocks & Target Blocks


Standard AdsA standard ad is the traditional Facebook ad you see on the right hand side (RHS) of your Facebook page.Standard ads pointing to Facebook Fan Pages are also eligible to be displayed in the newsfeed – Not the case for external links, though.Standard Ads can point to:- Any Facebook Entity

• Facebook Fan Page• Facebook Application• Facebook Tab

- Any External Entity• Any website, any webpage

In short… Anywhere on the internet. Standard Ads in RHS


Standard Ads

Common Purposes of running Facebook Ads:- Gain Fans- Gain Awareness about Product/Event- Promote Page Posts, Promote Page Interaction- Get new App Users/Participation- Increase attendance/signups for Events

Standard Ads in NewsfeedStandard Ads in RHS


Page Post Ads

Page Post Ads are advertisements that solely advertise a Page Post. Page Post Ads can be set to either advertise only a

Specific Page Post, or the Most Recent Page Post. If set to advertise the Most Recent Page Post, the ad will

automatically update whenever the Fan Page creates a new Post.

Page Post Ad in Newsfeed, with Social Context Page Post Ad in RHS


Page Post Ads

Try to keep text to a maximum of 2 paragraphs. You don’t want an essay, nor do you want to waste good real estate space on one short

sentence and a lot of white space.

If you’re linking anywhere, you have two options. Firstly, bit.ly the link and ensure it’s nicer and shorter. However, the drawback is that some users might be hesitant to click it,

because they don’t know where it leads. Second option is to paste the full link – Whether

it’s a Facebook link or external website. The key is to experiment.

Optimal Image Size: 403x403 pixels

If you HAVE to upload a differently sized photo, try to ensure that the width is 403 pixels or more. If you image width is less than 403 pixels,

Facebook will upsize it to display it in the timeline, which will result in jagged artifacts.


Page Post Sponsored Stories

There are multiple variations of Page Post Sponsored Stories: Page Post Comment, Page Post Like, and Page Post Share.

They are the same, essentially, however they vary singularly, in the way they are served by Facebook. They only appear when the corresponding action has been taken by a user.

Page Post Share Sponsored Story in RHS

Page Post Comment Sponsored Story in RHS

Page Post Like Sponsored Story in RHS


Dark Page Post Ads

Unpublished Page Posts, a.k.a. Dark Page Posts Ads, are a different ball game.

They are essentially ads about a Page Post, similar to a Page Post Ad. However, in Dark Page Posts, the actual Page Post is never published. That is, you will not see it anywhere except

within the advertisement.

Dark Page Post Preview in Facebook Ads ManagerDark Page Post in RHS


Facebook Variables

AD COPY

AD TYPE

TARGETING

BUDGETING


Targeting


Targeting : DemographicLocation

- This can be City-Specific. You can choose the Country first, then any major/minor cities within it.

Age- The age range starts at 13 and climbs upwards from

there.GenderPrecise Interests

- This covers all the individual interests that may be attributed to users.

Broad Categories- These are categories that Facebook has taken the liberty

of assisting to develop for advertisers.Connections

- You can choose to target users who are connected, or not connected, to various Fan Pages, Apps, or Events.

Sexual OrientationRelationship StatusLanguageEducationWorkplaceFriends of Fans


Targeting : Behavior


Targeting : Business Owners


Targeting : Working Professionals


Targeting : Mothers


Custom Audience


Custom Audience

Advertisements can be inclusive or exclusive.Recommended at least 500 entries.Data on your Custom Audience list is not retained by Facebook.


Look-a-like Audience


Lookalike Audience

Lookalike Audiences are based off a Custom Audience list.

When you submit a Custom Audience list, you can ask Facebook to generate a Lookalike Audience list for you.

This will create a list of users who are similar to your list of users on the Custom Audience List.

You need a Custom Audience list before you can create a Lookalike Audience list.


In Summary

Have a Goal

Relevancy

Measurement

Targeting

Plan & Execute


Question?


About iClick


Asia’s leading online buy-side platform that integrates search, display, mobile and social media marketing capabilities.

The platform harnesses the power of programmatic buying and data technology to maximize marketing ROI and provide the greatest efficiency.

About iClick

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Who We Are…?


About iClick (continue)

Founded in 2009 and backed by strategic investors including Sumitomo, Bertelsmann, SSG Capital and Otto Group.First in the region to introduce algorithmic optimization and programmatic media buying with exclusive focus on performance marketing inventories.Integrate search, display and mobile demand to deliver truly performance-based solutions.

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Over 2,000 advertisers from Fortune 100 companies to medium-size businesses; Specialized in serving sectors with high concern on advertising performance such as banking/finance, travel, CPG and eCommerce.Offices in Hong Kong, Beijing, Shanghai, Shenzhen, Singapore, Taiwan and Korea with over 300 staffs.


Key Clients Portfolio

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E-commerce

Travel & Hospitality

Banking & Finance

Consumer Products

Others

(5 out of China’s TOP 10e-commerce players are using iClickto make better decisions)


Key Awards

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2012-2013 Best Interactive Agency – Search Award

2013 Best Use of 2013 Best Search ROI AwardSearch Solutions Award Merit: Englishtown & PromiseMerit: BUPA

2012 Best Use of 2012 Search Buzz Award 2012 Best Search ROI Award Search Solutions Award Merit: SC Storage Outstanding: EnglishtownOutstanding: Citibank Merit: BUPAMerit: Promise

2011 Best Search Creative Award 2011 Search Buzz Award 2010 Best Use of Keywords AwardOutstanding: Air Asia Outstanding: HK Disneyland Outstanding: Travelzen

Won the mostWon the mostNumber of Awards inNumber of Awards in

YahooYahooBig IdeaBig Idea Chair Chair Award Award 2010-20132010-2013


Key Awards (continue)

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About the Award: The TF50 program entered China in 2005 and focused on promotingfast-growing technology companies. The program is now considered asbenchmark for fast-growing technology companies across the globe. iClick was recognized for having an excellent revenue growth over the past three years.

____________Technology

Fast 50 China

____________2011

Deloitte ____________

TechnologyFast 500

Asia____________

2011

Deloitte


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______________Top 10

Agency of the Year

______________2010, -2012

___________Agency of the Year__________

2010

_____________Best ROIAwards

2011_____________FCLUB.CN

________________VMarketing

2012_________________Innovative Marketing

Award

______________________Golden Mouse

2013______________________Best Marketing

Platform Award

______________Baidu

MarketingAwards 2011______________

Best Search Award:Amazon



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____________________________________________2013 China TopDigital______________________

Ecommerce Award

______________Search Agency of

the Year 2013______________Local Hero & Silver Award

______________________Best Creative Marketing Platform Award

______________________The 5th Annual

Advertiser Awards 2013

________________The 6th ROI Festival

Awards 2013_________________Solution - Software

and Technology Bronze Award

http://www.topdigital2013.com/


iClick’s ProprietaryBuy-side Platform - XMO


Where We Are

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Advertisers

Search Engines

AdExchanges

Publishers

Online Users

1st Party Data

3rd Party Data

XMOXMOiClick

ProprietyBuy-side Platform

A one-stop shop for aggregating, bidding and optimizing inventory across different online channels in the most efficient way.


Buy-side Platform - XMO

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Media AggregatorAccess to a variety of digital

channels, biddable inventories and RTB exchanges to reach the

maximum audience

Audience BuilderPre-packaged audience segment and

tailor made audience tools at your choice to identify the

highest value customers

Programmatic BuySuite of optimization support single

and cross-channel optimization according to your own marketing

objectives

XMO AnalyticsSophisticated data-based

empirical analysis yields accurate insights via a comprehensive set of

performance reports


Media Aggregator

Media Aggregator

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Access to a variety of digital channels, biddable inventories and RTB-enabled exchanges

Connect to a wide supply sources across search, display, social and mobile.

Reach the most number of relevant audience in your target markets:

95%* reach in Hong Kong90%* reach in China80%* reach in Southeast Asia


Audience Builder

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Understand your current customers deeper and expand to a even larger audience base:

XMO distinct audience segments:22+ audience segments classified by industries, interests and lifestylesXMO audience data covers over 400 million Internet users in Asia, with 200 million audience profiles and over 200 million online transaction cookies.

Custom segment building tools:“XMO Direct” - Combine 1st party CRM data with tens of thousands of 3rd party segments to form an audience base that is the most relevant and valuable to your business. Machine learning to identify online users who exhibit similar behavioral to your converting users

Audience Builder


Programmatic Buy

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One-stop access and manage online inventories across channels in a data-driven approach

Leading RTB technology that is built on our own cloud-based infrastructure and featuring the highest queries per second (QPS).

Comprehensive targeting suite base on a broad set of parameters:Geo-location, Day-parting, Placement, Contextual, Site, Device, Operating Systems

Advanced attribution model with multiple attribution settings available right from the platform:First Event, Weight First More, Evenly Distributed, Weight Last More and Last Event

Easy, intuitive goal setting to allow marketers to enter their goals (e.g. lower CPA, maximize conversions or increasing ROI).

Programmatic Buy


XMO Analytics

XMO Analytics

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Robust, intuitive, easy-to-use reporting system

XMO unique data analytics solution is designed around the purchase funnel – mapping to user behavior and interaction with a brand.

Sophisticated data-based empirical analysis yields accurate insights that enable marketers to learn how customer behavior is affected at the key points along the converting funnel.

Specialized in visualizing performance through a combination of canned and custom reports:

Cross-channel DashboardPost-campaign Cookie Analysis Top Conversion PathsChannel Assist ReportAnd more….

Multi-advertiser interface makes it easy to manage multiple accounts with clear role-based access control for users and organizations


Re-define digital marketplace and advertising performance with data, insights and innovations

www.i-click.com

Digital & E-Commerce 101.

Marketing

Transcript of Digital & E-Commerce 101.