digital marketing developments part iii
TRANSCRIPT
Digital Marketing Developments Part III
EMMA LYDON
cornwalldigital.co.uk
Cornwall Digital Meetup Group
Digital Marketing Developments Part III
Rob EdlinConsultant, Trainer and PresenterOnline Marketing & Advertising
cornwalldigital.co.uk
The mobile usage tipping point
Design & build your website for
Tablets & Handheld Devices
also consider how it might work on a desktop or laptop too
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Attractions
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Restaurants
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Hotels
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e-commerce
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fvm.withgoogle.com
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Universal Analytics
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Cross Device Tracking
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Offline Tracking
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Social & App Tracking
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(not provided) in Google Analytics
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Future sites, SEO and tracking
• Infinite Scroll Websites– Search Engine Optimisation– Tracking– Advertising– Examples
• www.google.co.uk/nexus/7/• www.wabbaly.com/parallax-scroll-effect-web-design/• www.awwwards.com/websites/infinite-scroll/• www.creativebloq.com/web-design/parallax-scrolling-1131762
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If you’re not mobile you’re missing out
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Rob Edlin
niddocks.comtwitter.com/niddocks
facebook.com/niddocks
14 March 2011
Digital Issues: Real World SolutionsSeptember 2013 Update
25/9/13
14 March 2011
IP Misconceptions
14 March 2011Copyright – The Building Blocks of the Web - A
Hidden Asset
• Source Code
• User generated Content
• Skins
• What about ownership
• Recent Extensions – search results
14 March 2011
Trade Marks: The Cornerstone of your Reputation
14 March 2011
Common Misconceptions
Company Name
Domain Name
Trading Name
14 March 2011
Key Words & Social Media
• Be careful to avoid confusion;
• Consider the risks of comparative advertisements.
14 March 2011
The New Wild West?
• Twibel - The law treats every social media post in the same way it would treat a newspaper article;
• Data Protection – New fines and repercussions;
• Distance Selling Regulations – restrictions on cash flow
14 March 2011
Online Marketing
• Criminal Charges for false reviews;
• Transparency of commercial relationship;
• ASA;
• Cookies & other tracking tools.
14 March 2011
The information in this presentation is intended to be general information only and should not be interpreted as legal advice. English law is subject to change so whilst Stephens Scown LLP seeks to ensure the information contained in this presentation is up to date and accurate, the law can change quickly and no guarantee is made as to its accuracy which means the information should not be relied upon. Presentation slides should not be viewed as an alternative to professional advice and Stephens Scown LLP does not accept liability for any action taken or not taken as a result of
this information.
14 March 2011
Marketing to Chinese consumers
Opportunities for Western businesses in China
Fenghua Mo (Sammi)
September 2013
Digital Marketing Developments 2013 part III
Content
WHAT
Why China?
Export to China?
China = Opportunities
Chinese internet users
Marketing to Chinese consumers
Thanks
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Why China?
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
The world's second largest economy. The world's second largest economy.
The world’s fastest-growing major economy.The world’s fastest-growing major economy.
Wealth growthChina middle class to reach 600 million users by 2020.That is three-quarters of urban Chinese households and 45% of the entire population. (Source: China.org.cn)The Chinese middle class is leading the change in consumption habits.
Wealth growthChina middle class to reach 600 million users by 2020.That is three-quarters of urban Chinese households and 45% of the entire population. (Source: China.org.cn)The Chinese middle class is leading the change in consumption habits.
Export to China?
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Are the opportunities only open to thosewho have goods to export to China?
Are the opportunities only open to thosewho have goods to export to China?
(Misunderstanding 1)(Misunderstanding 1)(Misunderstanding 1)(Misunderstanding 1)
Export to China?
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Spending patterns of the Chinese middle class: Increased spending on better goods and services.
Spending patterns of the Chinese middle class: Increased spending on better goods and services.
Focus on Good Quality Focus on Good Quality
China = Opportunities
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
China: Huge Opportunities in these sectors! Dairy Products: China is already the biggest importer of milk and soya bean, but the country’s voracious demand for dairy
products is expected to rise a further 60 percent over the next decade. (Source: FT.com)
Real Estate: Chinese to spend billions on American real estate. The United States is the country of choice for China
buyers. Canada, Australia and the UK come in next respectively. (Source: Forbes)
Overseas Education: The latest report from a China-based overseas study service says the US is the top choice for
Chinese students' overseas study, followed by the UK and Australia. (Source: China Daily)
Luxury Goods: China will account for approximately 20 percent, or 180 billion Renminbi ($27 billion), of global luxury sales
in 2015. (Source: McKinsey)
Healthcare: Spending on healthcare for China’s vast population is on a fast track to reach $1 trillion by 2020. (Source:
McKinsey)
Overseas Travel: Chinese travellers are the world’s biggest spenders: £67 billion while traveling abroad in 2012. (Source:
United Nations World Tourism Organization)
…
Chinese internet users
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
By June 2013By June 2013
Chinese internet users are growing year on yearChinese internet users are growing year on year
(Infographic source: Go Globe)(Infographic source: Go Globe)
Chinese internet users
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
(Infographic source: Go Globe)(Infographic source: Go Globe)
Chinese internet users
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
(Infographic source: Go Globe)(Infographic source: Go Globe)
Marketing to Chinese consumers
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Two key questions:
How to get found by your Chinese target audience?
How to build trust for your brand in China?
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Get FoundSolution 1: Build a Chinese website
In the online world, a Chinese website has the chance to get found by the Chinese audience and become the hub of your Chinese marketing activity.
Translation?
Misunderstanding 2: building a website is not just about translating it into Chinese.
Localisation: Culture difference, Products adaptation, Regulations, Chinese SEO,
Chinese social media, Mobile website available …
Marketing to Chinese consumers
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Mid-Autumn Festival
Have you had a Starbucks’moon cake?
Marketing to Chinese consumers
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Which number is good for Chinese culture?
“14 years experience in Real Estate”or
“Nearly 15 years experience in Real Estate”
Culture difference: No. 4 is an unlucky number in Chinese, sounds like the word "death". Due to that, many numbered product lines skip the "4": e.g., Nokia cell phones (there is no series beginning with 4), Canon PowerShot G's series (after G3 goes G5), etc.
Anchor: Real Estate Agency in NYCAnchor: Real Estate Agency in NYC
Marketing to Chinese consumers
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
KFC USAClean and
simple
KFC ChinaMore is better!
1. Order online2. News3. KFC App4. Order on App5. Food Safety6. Children's playground7. Exercise every day (Campaign)8. Social media: Weibo, Renren9. Downloads10.Recommended meals11. Brands synergy: Chinese luxury lunch
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Marketing to Chinese consumers
GameLearning
Browse
Entertainment
Shopping
Get FoundSolution2: Targeted online ads
Connecting to the internet, wherever you browse, the targeted ads are covered across the internet …
Social
Finance
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Targeted online ads on Baidu, Qihoo360, Sogou, Sina and Tencent Search ads
Display ads
Social ads
Mobile ads
Marketing to Chinese consumers
Communication
Build TrustSolution 3: Authoritative media
The Chinese trust an authoritative voice.Create hot topics and branded press releases to broadcast across through authoritative media:
Four major portals
Industry media
Vertical media
Local media
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Marketing to Chinese consumers
Build TrustSolution 4: Awards + Accreditations
This will enable you to build trust betweenyou and your Chinese customer.
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Jarrang Chinese websiteJarrang Chinese website
Marketing to Chinese consumers
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Build Trust
Solution 5: WOM marketing
Word of Mouth marketing: the Chinese trust peer-to-
peer recommendations.
Create and update the optimised hot topics
Baidu marketing
Weibo marketing
WeChat marketing
QQ group marketing
Blog marketing
Forum marketing
Marketing to Chinese consumers
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Thanks to the internet!
Thanks
Market Me China One-Stop-Shop of Chinese Online Marketing helps you to solve these two key problems and assist you to reach your Chinese target audience and increase your brand awareness and reputation rapidly and effectively all over the internet in China.
The internet brings
the world together!
The internet brings
the world together!
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Thanks to the internet!
Although we are based in Cornwall, we work
with clients from the UK, USA, Europe and
Australia.
We believe you will achieve the best result if
you use the most appropriate marketing
strategy at the right time.
Thanks
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Great thanks!
Angelo Spencer-SmithWolf Rock Ltd
Angelo Spencer-SmithWolf Rock Ltd
Emma LydonLydon Marketing Ltd
Emma LydonLydon Marketing Ltd
Rob & Andrea EdlinNiddocks Ltd
Rob & Andrea EdlinNiddocks Ltd
Stafford SumnerJarrang Ltd
Stafford SumnerJarrang Ltd
Andrew Leon WalkerRame Marketing Ltd
Andrew Leon WalkerRame Marketing Ltd
Thanks
Win-Win
Market Me China - Marketing the world to China!
Assisting you to enter the Chinese market via One-Stop-Shop of Chinese Online Marketing.
Contact us today: Website: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734
Questions?