Representation of Curves & Surfaces Prof. Lizhuang Ma Shanghai Jiao Tong University.
Shanghai Jiao Tong University EMBA class
Transcript of Shanghai Jiao Tong University EMBA class
Shanghai Jiao Tong UniversityEMBA class
By
Ralf Hirt, Managing Director, Asia PacificTony Cheung, Regional Director, Greater China
Shanghai, December 3 & 4, 2004
We Make Marketing Work Better
Agenda
Friday• Big Picture – e-business and Society
in China - Fundamentals• New marketing and Communication
Infrastructures• Online as part of integrated marketing
Saturday• Campaign Planning & Measurement• Market Trends and Benchmarks• Case Study• Hands-On Session
Impact and Opportunities – New Marketing and Communication Infrastructures
- Branding
- Multi-Nationals build brand awareness in China- Chinese companies start building own brands- Chinese companies go global with their brands- Chinese companies acquire companies and brands abroad
Impact and Opportunities – New Marketing and Communication Infrastructures
2. Pan Asian – Outbound – Inbound- Building markets- Selling- Sourcing- Sharing
Impact and Opportunities – New Marketing and Communication Infrastructures
3. Facilitator for SME
- Opportunity vs. Risk- Window to the markets
4. Marketing and Communication Backbone- Gravity and Reach
5. Education in a Knowledge Based Economy
DoubleClick Inc.
• 1500 employees, growing• HQ in New York• Nasdaq: DCLK• Market Cap: approx. 1 billion USD• In China since 2000: Beijing; Shanghai, Guangzhou• In Hong Kong since 1998• Founded in 1996• Ads served per day: 4 billion plus• Emails sent per quarter: 2 billion plus
What DoubleClick Does?
Enterprise Marketing ManagementMRM Workflow Management
Campaign Management
Cross – MediaPlanning
MRMMediaVisor Brand and DR
AdvertisingDFA, DART Search,
DART Motif
Website Analytics
Analysis and OptimizationCampaign and Website
DFA ReportCentral, SiteAdvance
Customer Data Integration
Data solutionsData transfer
Cross-Channel RemarketingOnline, Email, Call center,
Website
Boomerang, DARTmail, Ensemble
65%
73%
9%
39%38%
77%
45%
68%
0%
20%
40%
60%
80%
100%
Morning Daytime I Daytime II Early Fringe Early News Prime Time Late Fringe Late NightInternet TV Magazines Newspapers Radio
Media Consumption
Source: Online Publishers Association/MBIQ Media Consumption Study, May 2003
At Work
Reallocation = Same Budget, Better Results
Originally Allocated % Online:
Changed to Recommended %
Online:
•+14%
•--
•+8%*
•--
•--
•+8%
•+20%
•+34%
•--
•Intent
•Imagery
•Awareness*
Res
ult
s
* Overall Increase in all Brand Metrics
13% Onlin
e
15% Online
1% 2%7%
11% Online
Source: Internet Advertising Bureau, (IAB)
Trends We’re Seeing
• Consumers are shifting their media consumption habits with more time spent online
• Consumers are browsing and buying across channels
• Marketers are responding by building multi-channel marketing strategies
What is Multi-Channel Marketing?
Order ChannelsOffer Channels
Advertising
Catalog/Other DM
Telemarketing
Online Advertising
Website
Retail/Outlet Stores
Catalog/Mail Order
Call Center
Website
Consumers exposed to integrated marketing messages in multiple channels which motivates them to purchase in others.
57% of multi-channel shoppers browsed in one channel, purchased in another• Online often sends shoppers to purchase at retail
Catalog
Retail Store
Online
?%19
%
5%16%
43%
6%
11%
Base = multi-channel shoppers
buybrowse
DoubleClick Multi-Channel Shopping Study: Holiday 2003, January 2004
$794$877
$1,100$1,028
$0
$200
$400
$600
$800
$1,000
$1,200
2002 2003
Dual
Triple
Triple-channel shoppers most valuable, spending over $1,000
Base = multi-channel shoppers
DoubleClick Multi-Channel Shopping Study: Holiday 2003, January 2004
What’s the Challenge for Marketers, Publishers and Agencies?
D A T A
too much of it…what does it mean?…
will it integrate?…how can I
act on it…
D A T AD A T A
Marketers, Publishers & Agencies Need to….
• Identify and communicate with the right target
• Streamline and automate campaigns …. faster, cheaper, better
• Measure ROI within and across channels… improve performance and grow business
Thank You. More Tomorrow Thank You. More Tomorrow , or, orplease contact us any time at please contact us any time at
[email protected] / [email protected]@doubleclick.net