Online & mobile
advertising Web
Social Media
SEO/SEM/ blogger
Mobile Apps
Mobile site
Research of
Digital Marketing
in Hong Kong 2012 Prepared by Hester Lam
∗ Mobile site > website
∗ M-commerce and mobile application is the new trends
∗ Social networking becomes more and more important
HK digital marketing trends
Objectives of digital marketing
1. Corporate image / Brand/ Product awareness or recalls
2. New product launch / Product/ Sales promotion
3. Generate leads and inquiry
4. Call for actions for pre-order or workshop registration, make sales
5. Drive traffic to physical shops / web / mobile sites or download apps
6. Build online community (i.e. potential consumer), +ve iWOM and customer engagement
7. Customer acquisition / build new database
8. Customer re-activation, renew database
9. Rewards and loyalty programs
10. Research
Digital marketing mixes / tools
Online & mobile
advertising
Web Content
marketing / eCommerce
eBranding
Acquisition Campaign /
eCRM
Social Media
iWOM
Mobile site / Apps
SEO/SEM/ blogger / affiliate
∗ Cross-platform advertising improve brand campaign performance
∗ Extended online exposure achieves strong lift in brand performance metrics
∗ Long-form online video content achieves higher engagement levels
∗ Digital trumps traditional media for ROI
Nielsen online survey find that….
Source: www.nielsen.com
Digtal media gets highest ROI
Online Video ads gets higher performance via TVC
• HK is one of the highest mobile penetration rates in the world.
• In Dec. 2011, mobile service subscribers was boosted to 14.9 million.
• 7.4 million were 3G/3.5G service customers, which can access to Internet via mobile devices.
(source: http://www.ofca.gov.hk)
Hong Kong Factsheet
Mobile
Space is
powerful
Hong Kong Factsheet
Hong Kong Factsheet
Mobile Apps
∗ According to study, 6 in 10 HK people use smartphones.
∗ In HK market, Samsung & Apple are the major suppliers of the smartphones, occupied over 70% of the market share.
∗ Each smartphone users download 6 apps on average, most free app domains.
App download by mobile devices
Source: hotmob, 2012
Mobile advertising
5 Top advertisers in HK
1. Fast Food Chains
2. Banks
3. Cosmetic brands
4. Telecom
5. FMCG
Major Mobile ads agency
Social Media
Marketing revolutions starts now…..
What the marketer should consider now…
• Recognize the important of digital marketing, online & mobile advertising;
• Social media, web, mobile ads/apps should be one of your marketing mix;
• Increase the portion of mobile in your marketing strategy & budget…..
~End ~
Explore more about digital marketing in Hong Kong, You can add me at hk.linkedin.com/in/hesterlam for Further discussion ☺
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