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Digital Marketing & Trend 2014 ภาวุธ พงษ์วิทยภานุ (ป้อม) - กรรมการผู้จัดการ บริษัท ตลาด ดอท คอม จำกัด www.TARAD.com, www.ThaiSecondhand.com - นายกสมาคมผู้ประกอบการพาณิชย์อิเล็กทรอนิกส์ไทย E-Mail : [email protected] URL : www.Pawoot.com Twi$er.com/pawoot Facebook.com/pawoot

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

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  • Digital Marketing & Trend 2014 () - www.TARAD.com, www.ThaiSecondhand.com - E-Mail : [email protected] 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 : Engagement : Like + Comment + Content 3
  • Emoitonal approach : !!! Key Learning3 ZocialRank
  • Brand Monitoring & Research System whats people talk about your brand Brand Ranking & Analysis System Where are you compare with compe=tor Cusng Edge Technology to monitor, listening and Analy=c what people talk in this Social Network. Including manage social media site and channels. All own development. Our data coverage 10 countries in ASIAN since 2011 Advance and Unique Online Analysis Platorm & Service (Cover 10 Countries in ASIAN) Unique and Cukng edge technology
  • Infographic (every quote)3 Facebook Infographic 2012 Twi,er 2012 Youtube 2012 Check in in Foursquare 2012 Instagram Infographic 2012 Zocial Insight
  • Blog Marketing3 3 Infographic3 3 3 3 h$p://blog.zocialinc.com Stats 3
  • News Partner with Regional Tech Site3
  • 3
  • 1.) Social Cosmetic How women use online in cosmetic worl 2.) Financial and Insurance People behavior in online Zocial Insight Event
  • 3 (Content Sharing)3 Share Slideshare.net
  • 3 Mul=screen Research
  • Zocial Inc. Online Analysis More than 1,300 audiences Live on Na=on Channel and Online
  • Public PR News more than 100 List (Online and Offline) Media Value : 16,344,511 Media Resulted3
  • Content Marketing Strategy3 Content is the Value INFOGRAPHIC EVENT BLOG PR Strategy PEOPLE & MARKETER PRESS & REPORTER PARTNER Online & Social Media
  • ?3
  • Facebook Reach 3 1. 3 2. (Be Timely)3 3. (Engage More)3 4. Tag (Tag Other Pages)3 5. Get Notifications3 6. Facebook Targeting Post3 7. Facebook Advertising3 8. Content Marketing Strategy 3
  • Twi,er Adver(sing 2014
  • Twi,er Adver(sing 2014 1.Promote Account 2.Promote Tweet (card) 3.Promote Trend
  • Twi,er Adver(sing for E-Commerce
  • There are 2 type of Ad Base on Keyword Interest base
  • How to create Interest base Ad 1. Set campaign name and =me when to run its.
  • 2. Set Target.
  • 3. Add interest category and choose the loca=on.
  • 4. Set limit target by gender.
  • 4. Select tweet or compose a new tweet. (or use tweet type name website card to create call to ac=on bu$on)
  • 5. Set budget.
  • How to create Keyword Ad
  • How to create website card to get call to ac(on bu,on. There are 5 type of call to ac=on bu$on
  • Analy(c page
  • Budget to start : 5,000 USD (160,000 baht)
  • Search Engine Op=miza=on (SEO)
  • Social , Local , Mobile , Conversational3
  • Key Take Away3 Index ()3 Content (On-Page Factor)3 Page Rank ()3
  • Google Algorithms (Google )3 Panda - Social signals #of link, Share, Tweet 3 Penguin - Spam content, website Google Panda SEO 3 In-Dept Artile - On-Page Factors + Marked-up Data (Schema.org) Star rating Site link 3 Caffeine - Google Indexed 3
  • 3 (Set Goal and KPI)3
  • UU %CVR Price How to Generate Sale (GMS=Gross Merchant Sale) $1,000 = 1,000 UU x 1% x $100 Sale = x x (Unique User) (Conversion) = order/UU (Average Price) =Total Sale/Order How to increase x 3 time of Sale 3,000 = 3,000 UU x 1% x $100 = 1,000 UU x 3% x $100 = 1,500 UU x 1.5% x $133 ???
  • 3 (Break Down Target)3 300,000/ 10,000/ / 1,000 . 10 x = (UU) 1,000 (Conversion) 1% = x Search Engine 300 E-Mail Marketing 200 Banner Ads 200 Web Board 150 Social Network 150 + = + + + 30/ x
  • 3 Download Excel Template 3 http://bit.ly/kpitracking3
  • ?3 1 3 order (Average Order Value AOV)3 Conversion = 1%3 3 UU %CVR Price Sale = x x (Conversion) = order/UU (Average Price) =Total Sale/Order (Unique User)
  • Google Docs , ipad
  • What we can measure in Online Online MKT Matrix Pageview Unique Visitor Ranking (KW, Page Rank) Number of Order Sales Volume Fans, Followers Membership Openrate, Clickrate Time spending Return rate ROI Metrix } Cost/Acquisi=on } Cost/Unique Visitor, Click } Cost/Sales } Cost/Fans } Cost/Conversion } Cost/Engagement
  • Google Analytics3
  • Google Analytics Dashboard3
  • (Acquisition)3
  • 3
  • (Key Take Away)3 , , 3 3 Customer Journey OmniChannel3 Facebook ()3 Content Marketing 3 Google Analytics E-Commerce Tracking3 3
  • 3 www.Pawoot.com Slide http://www.slideshare.net/pawoot 3 ()S E-Mail : [email protected] S > Facebook.com/ > Twitter.com/ > Instagram.com/3 Pawoot