eCMO Conference 2013 - Cases Sharing on Brand Building and eCommerce

© Copyright 2013. New World iMedia Solutions Limited. All rights reserved. © Copyright 2013. New World iMedia Solutions Limited. All rights reserved.

Cases Sharing on

Brand Building & eCommerce Jun 4, 2013

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Andrew Yau

General Manager, Marketing

New World iMedia Solutions Limited

© Copyright 2013. New World iMedia Solutions Limited. All rights reserved.


All Opportunities Ahead?

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B2C ecommerce sales grew 21% to top US$1 trillion in 2012

• Asia-Pacific grew more than 33%, reaching one-third of global volume

• China will become the 2nd largest B2C ecommerce market in 2013,

14% share of global sales with 65% growth from US$110 billion in 2012

eMarketer.com


All Opportunities Ahead?

3 “E-Commerce Soars in China” by The New York Times eMarketer.com South Korea; Statistics Korea (KOSTAT) Tiger Countries B2C E-Commerce Report 2013, ystats.com

• 220m buyers

• US$500+ average spending

• Both market size and spending to be doubled in 2016

• 58% shopped online at least once a week (highest %)

• 1.5% of HK firms sell goods & services via electronic means (09)

• 70 daily-deal websites were launched in 2 years

• More than half of all Internet users have online purchases

• Fastest growth in personal electronic devices, games, beauty/cosmetics products

• Mobile commerce jumped 444% to HK$6.4b in 2012

• Top mobile spending: movie tickets, games, fashions

• Women shopping online more often than men

• eCommerce sector reached US$22b in 2012

• Continues to tap China to grow its market value

• More than half of internet users experienced problems with unstable connections & poor Internet quality

• Online retail sales are projected to increase by a small double digit %

• B2C sales reached US$19B, while B2B at US$930b

• B2C eCommerce share of total retail is 6%

• Smartphones used more often than Notebooks to shop Online

• eCommerce from total retail is est. <1%

• Mobile share of total online orders increased to almost a quarter

• B2C eCommerce sales will increase by almost 50%

• Some pick up stations are to be set up in 2013

“HK retailers use PayPal to buck e-commerce trend” by Enterprise Innovation Hong Kong as an Information Society” by Census and Statistics Dept, 2012 The Visa APCEMEA e-Commerce Consumer Monitor Research 2012

China Hong Kong Taiwan S. Korea Singapore

© Copyright 2013. New World iMedia Solutions Limited. All rights reserved. 4

How Digital Marketing Helps Enterprises Explore New Market? Focus on Branding or

eCommerce or both together?

What are the strategies?


What to benchmark

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http://web1.sasa.com/SasaWeb/eng/sasa/home.jsp

www.strawberrynet.com

http://hk.cosme-de.com/b5/main/main.html



http://www.strawberrynet.com/





A Typical Go-to-market Strategy by HK Enterprises Expo > Find Buyers > Get Orders > Deliver Good

•No Contact with End Customers

•No Saying on Market Price

•Limited involvement on consumer marketing

•Weak brand building

•Mainly for B2B, and it can be fragile

Passive and Very Dependent

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Now: Digital Marketing 1. Online Advertising

2. eCommerce Platform

a) Brand website

b) 3rd Parties: ebay / amazon / taobao

3. Social Platform:

- facebook / twitter / Instagram / Pinterest / Sina Weibo

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What Digital Marketing means to them?

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Branding? eCommerce?

Both?


Example • A self-branded accessories manufacturer for hot

gadgets (iPhone, Android, Game Consoles, Audio & Media Players…)

• Positioned as high tier brand at premium price, emphasis on product quality, durability & user experience

• Target Market: N. America & Europe as primary

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Past

• Joined 5-6 Overseas Expos yearly

• Yearly spent over a Million

• Established distribution channels

• Some brand recognition to Outlets


Online Advertising Campaign Strategies (Branding)

1. Placement Targeting:

• Worldwide coverage (focusing N. America & Europe)

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Online Advertising Some keen tactics:

• Conversion Tracking

– Time Spent on “About Us”

– Pages / Visit

– Email Subscribe / Membership Registration

• Larger market more competitors higher bidding prices

• Seasonal Factors (Thanksgiving, X’mas, New Year…)

• Changing budget allocation based on Products’ popularity

• Update banner visuals frequently

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2. Yahoo! Fixed Position and Search

• 1st Position

• Keywords selection: newest or unofficial product names (e.g. iPhone 6, iPad 5…)

Online Advertising

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Photo Display


Further digital mix Social Media

• Keen on engagement with end-users

– Facebook: worldwide exposure

– Twitter

eCommerce

• To move forward step-by-step

• Current: ebay, Amazon

• Future: Online Shopping more Traffic Brand Building

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From B2B to B2C

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Marketing Strategy Evolved (Expo > Digital Marketing)

Channel Expansion (Outlets > eCommerce (3rd Parties) > Own)

Role of Digital Marketing From Brand Building > eCommerce


Comes to…

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Branding & eCommerce


Example

• A Local Brand on Health & Beauty supplement

• Established Brand in HK

– Use celebrity (advertising, packaging, event, etc)

– High reach via local media

– Sell through major health & beauty chain stores

• Decided to explore retail & overseas market

– Invest on new systems like ERP, CRM, etc

– Overseas market: go online

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Clear Digital Strategies

• Target audiences: Ethnic Chinese only

• eCommerce: a new online shop brand with over 1,000 products

– Mobile site available

• Online advertising:

– Search: Unique Products / Branding / Generic Keywords (e.g. 減肥瘦身, 保健品…)

– Placement Targeting: Topic Targeting and Interest Category on Health and Beauty

• Social Media: diversified pages

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Tactics

• Keywords, Images, T&D Selection:

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For Brand Building For eCommerce

Company Introduction Products Description

Link to Home Page Link to Product Page

Products shots with Chinese descriptions


Tactics

• Remarketing tools:

– Different creative / offers for new visitors vs

customers

– ROI and enhance Brand awareness

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On-target Results

• Different Conversion Goals Set

Top 5 Overseas Campaigns

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Campaign Conv. Rate on Clicks

Australia Remarketing 17%

Australia Search 14%

Canada Search 13%

UK Search 12%

UK Remarketing 9%


Business Strategy First

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“E-commerce is still „commerce‟

and it is just a new sales channel.

An enterprise needs to consider its product structure

and business strategy first,

and then start thinking about online business operations

such as setting up the shop and building the team”

Industrialist, FHKI


Brand with or without boundary

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• Online Advertising: Focus on US / Europe • Learning:

• Brand recognition • Product • Target customers


Have strategic plans to suit business needs

Assess brand equity to your target

Decouple strategy and innovation

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Providing One-stop, Comprehensive Online and Cost-effective Advertising Solutions

Authorized Reseller

Search Marketing Online Display Ad. Mobile Ad.

Online Creative Development

eDM Marketing

http://www.nw-imedia.com/

http://www.nw-imedia.com/tc/index.html





Thank You

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Documents

eCMO Conference 2013 - Cases Sharing on Brand Building and eCommerce