Thailand Digital Marketing and Trend 2014 by Pawoot

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This slide contain fully of content 1. (Thailand Basic Information) 2. 2014(Digital Marketing Trend 2014) 3. (Digital Marketing Planning) 4. (Digital Marketing Strategy) 5. (Set Goal and KPI)

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  • Digital Marketing & Trend 2014 () - www.TARAD.com, www.ThaiSecondhand.com - E-Mail : pawoot@tarad.com URL : www.Pawoot.com Twi$er.com/pawoot Facebook.com/pawoot
  • (Today Agenda)3 1. 3 (Thailand Basic Information)3 2. 20143 (Digital Marketing Trend 2014)3 3. 3 (Digital Marketing Planning)3 4. 3 (Digital Marketing Strategy)3 5. 3 (Set Goal and KPI)3
  • 3 (Thailand Basic Information)3
  • Produced by Mary Meeker for her annual presenta=on on internet trends
  • Re-Deni(on
  • Personalize Marketing3
  • 1st Social Media Payment3 Compatible with all Social Media Service3 Own URL and easy to share http://pay.sn/yourname3 Payment Support, Credit Card, 7-11, Installment3 Register Free, Transation Fee 4%3 Click and Traffic Tracking3 Target launch on 19 Aug 2014
  • No=fy Customer and Merchant Get Money in Any Social Media3 Post in Social Media with Own Payment URL Customer Select Payment Instrument Connect with Social Login Pay with Credit Card or 7-11 h,p://pay.sn/pamb 1 2 3 4
  • Merchant Report (Real Time)3
  • .! http://pay.sn3
  • 3
  • 20143 (Digital Marketing Trend 2014)3
  • Re-Targeting BigData to SmartData3 ReTargeting Technology
  • Whats Retargeting3
  • CPC bidding changed to RTB [real=me bidding]
  • Smart Data : Realtime Marketing
  • Live Show3 h$ps://adver=sing.criteo.com/reports/demo/banners.aspx?id=2403d92a-fceb-40ab-a978-1563e8027336
  • 3 (Digital Marketing Planning)3
  • (5W + 1H) Who S S? , , , , -, , Where S? What S S? Why S? When S S? How S?3 Set Target Market3
  • 3 Click 8,146 Impression 8,764,221 CTR 0.093% Click 12,173 Impression 13,882,590 CTR 0.088% Average CTR = 0.054% For Men Ads For Women Ads
  • 3 : _________________________________3 3 3 [Who] : ____ : ____ - ____3 : _____________________________3 : ________________________3 [Where] : ____________________3 () : __________________3 [Why] : ______________________3 ____________________________________3 3 3 [Who] : ____ : ____ - ____3 : _____________________________3 : ________________________3 [Where] : ____________________3 () : __________________3 [Why] : ______________________3 ____________________________________3
  • Customer Journey and Touch Point3
  • Inuencer Friends Social Network 1. Awareness 3. Purchase Community Review Site Searching Brand Site Branch & Sale Agent Online Booking (Test Drive) Target Analysis Adver(sing & Campaign Social Media Customer Need Monitoring 2. Considera(on User Ac(on Search for informa=on Needed Solu(on Search Engine Marke=ng Top Search Result Related Keywords User Ac(on Search for Comment Needed Solu(on Good Content Seeding & Reviewing User Ac(on Search for Review (Deep) Needed Solu(on Review in Detail Rich informa=on Call to Ac=on User Ac(on Product Informa=on, Branch Loca=on Needed Solu(on Rich Informa=on All Branch Informa=on Special Privilege TRUSTED Direct Access (In-Store Strategy) Informa(on & Data Analysis Media Performance Branch Performance (Check-in & Visit) User Behavior Analysis O-Online Media Branch Support Full Informa=on Test Drive Close Sale Check-in Customer Behavior & Journey
  • Inuencer Friends Social Network 1. Awareness 3. Ac(on (Branch) Community Review Site Searching Brand Site Branch & Sale Agent Online Booking (Test Drive) Target Analysis Adver(sing & Campaign Social Media Customer Need Monitoring 2. Interest (Finding) User Ac(on Search for informa=on Needed Solu(on Search Engine Marke=ng Top Search Result Related Keywords User Ac(on Search for Comment Needed Solu(on Good Content Seeding & Reviewing User Ac(on Search for Review (Deep) Needed Solu(on Review in Detail Rich informa=on Call to Ac=on User Ac(on Product Informa=on, Branch Loca=on Needed Solu(on Rich Informa=on All Branch Informa=on Special Privilege TRUSTED Direct Access (In-Store Strategy) Informa(on & Data Analysis Media Performance Branch Performance (Check-in & Visit) User Behavior Analysis O-Online Media Branch Support Full Informa=on Test Drive Close Sale Check-in Customer Behavior & Journey 1. Media & Social Media Strategy 2. Inuencer Strategy 3. Search Engine Marke(ng Strategy 4. Community & Blog Strategy 5. Web Strategy 6. Monitoring Strategy 9. Analy(c & Measurement 8. In-Store Strategy 7. Online Booking Strategy
  • Link Online to Oine > Online Test Drive Booking Target Online Booking (Web Version) Online Booking (Facebook Version) Features & Service - Addi=onal Honda Site Service - Booking any car test drive - Select Branch, Date, Time - Invited Friends to Join (Facebook & Twi$er) Features & Service - Invited Friends - Alert & No=ca=on (Wall) Branch & Sale Agent Ac(on & Follow Up - Follow up leads - Report by Branch and Area - Sale Tracking (Un=l Success) User Real Test Drive - Real Experience - Face to Face Contact - Collect Experience Share Your Experience - Record Test Drive Experience - Share on User Social Media - Sale Screen before submit Friends
  • In-Store Strategy (O2O Oine to Online) User Branch Loca(on Online Ac(va(on Check-in Ac(va(on - Special Poster, Sign s=mulate - Special privilege ajer check-in - Get user experience - Know more and exactly who is your customer - Create buzz and awareness to online channels In-Store Strategy - S=mulate visitor join ac=vity - Linkage Online and Oine (Facebook, Foursquare, Twi$er) - Share experience, Loca=on Friends Ac(va(on - Spade out to friends - Special privilege Branch Ac(vity - Branch compe==on Online Ac(va(on Tracking Track Linkage - Eec=veness of Oine to Online - Visitor behavior - Monitor user feedback
  • Track people talking about your brand in posi(ve and nega(ve way Summary of voice People Voice Movement, Who make voice? Who saying that Where they talk? Posi=ve or Nega=ve We Will Know Who is talking What are they talking, posi=ve or nega=ve Where they talking Advance Tracking Technology Tracking from many online sources (Facebook, Twi.er, Community) Measurement to Number Alert & No=ca=on directly Monitoring Strategy
  • Online Offline3
  • Omni-Channels
  • Multichannel / Omnichannel : Customer Experience across online and offline Consumer engagement in very complex ways with multiple channels
  • Multichannel / Omnichannel : Customer Experience across online and offline This girl search for a cosmetic through mobile on the way to the office She put in shopping list and continue to compare price via PC in her office Finally she call to call-center and made order She choose to pick up the product herself at nearest branch near home one the way back
  • Customer Journey & OmniChannel Work Shop3
  • Awareness3 3 Consideration3 3 Purchase3 3 Loyalty3 3 Adocacy3 Online3 Offline3
  • Awareness3 3 Consideration3 3 Purchase3 3 Loyalty3 3 Adocacy3 Online3 Offline3 Social Media Inuencer SEM & SEO Blogger & Review VDO Marke=nig Comparison Site Brochoure Billboard E-Commerce Site Landing page + Payment Reward and Coupon
  • 3 (Digital Marketing Strategy)3
  • Facebook Adver(sing 2014
  • Facebook Reach 3
  • 1.3
  • 2. (Be Timely)3
  • 3. (Engage More)3
  • 4.Tag (Tag Other Pages)3
  • 5. Get Notifications3
  • 6. Facebook Targeting Post3
  • 7. Facebook Advertising3
  • Campaign Level On/Off control Objective Ad Set Level On/Off Control Schedule Budget Ad Level On/Off control Bidding Targeting Creative New Ad Structure 2014
  • Facebook Adver=sing h$ps://www.facebook.com/ads/create/
  • 3
  • Power Editor Facebook 3 Facebook Power Editor Facebook 3 3 https://www.facebook.com/ads/manage/powereditor3
  • (Target Audience)
  • Facebook Custom Audience Targeting3 Email, Facebook UIDs, , App User IDs, Apple's Advertising Identifier (IDFA), orAndroid's advertising ID. 3
  • Facebook Custom Audience3 20,000 email list 12,000 FB user
  • (Audiences)3 h$ps://www.facebook.com/ads/manage/audiences.php Lookalike Audience
  • TARAD.com3 Best Practice for Custom Audience3 300,000 E-Mail Matched 200,000 Facebook Result Cost = 7,650 Visit = 6,844 Order = 47 GMS = 270,163
  • 8. Content Marketing Strategy 3
  • 3 (Content Marketing)3 , , , E-Book, Infographic, , How to, 3
  • Content Marketing3 1. ?3 2. Content ?3 3. 3 4. 3
  • 3 Top Engage : 33,715 Top Engage : 26,502 Top Engage : 22,392 Top Engage : 15,174 Top Engage : 51,546 ZocialRank
  • Brand3 # Engage3 AZAY3 3 93,2783 (45.07%)3 3 64,2463 (31.04%)3 3 49,4593 (23.90%)3 Top Engage : 7,912 Top Engage : 14,978 Engage : 2,755 Engagement 2 3 Engagement 3 ZocialRank : En