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 ☺