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Page 1: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

Put You in front of

Fullest Potential1

Page 2: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

Introduction

2

Page 3: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

IVAN LEUNG• Account Director of Aloha Group Limited

• 5+ Years in Data, 5+ Years in Digital and Campaign Management

Page 4: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

WHO IS ALOHA?

www.alohaonline.asia

Data & Tech Driven

Integrated Solutions Aloha

Quanery

S.H.ESite Health

Enhancer

Focus on Customized Application

• Search Engine Optimization

• Search Engine Marketing

• Display Marketing

• Social Media Marketing

• Video Marketing

• Tracking & Analytics

Page 5: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

5

ROLE OF THE AGENCY

Challenge in

Entering China

Market

Understanding

Channel

Positioning

Importance of

Data Synergy

Page 6: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

6

ROLE OF THE AGENCY

Challenge in

Entering China

Market

Understanding

Channel

Positioning

Importance of

Data Synergy

Page 7: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

7

CHALLENGES IN ENTERING CHINA

MARKET

Don’t wait until the last secondEntering China market requires greater lead

time than a local campaign

At least 4-6

documentations to

open accounts

At least 1-2 week lead

time for ad approval

Approvals methods

change all the time

1

Page 8: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

8

CHALLENGES IN ENTERING CHINA

MARKET

Be clear on campaign scaleChina is completely different than Hong Kong

2

Brand positioning in

China

Local, regional,

national campaign

Buying models differ

from Hong Kong

Page 9: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

9

CHALLENGES IN ENTERING CHINA

MARKET

Data tracking is always importantTracking mechanism in China is very different

from Hong Kong

3

Google tracking is

inaccurate

Tracking is segmented

Plan further ahead for

remarketing strategies

Page 10: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

10

ROLE OF THE AGENCY

Challenge in

Entering China

Market

Understanding

Channel

Positioning

Importance of

Data Synergy

Page 11: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

11

UNDERSTANDING CHANNEL

POSITIONING

Upper Funnel

Middle Funnel

Lower Funnel

KPI

KPI

KPI

Conversion

Conversion

Conversion

Not all channels are for conversions

Every channel has its pros and cons

Be clear on reasoning behind

individual channel usage

Be weary of apple to apple comparison

Setting a singular KPI on all

channels can be ineffective1

Page 12: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

12

UNDERSTANDING CHANNEL

POSITIONING

Position channels within the conversion funnel

Be clear on the reasoning

behind a channel application2

Determine expected outcome when

campaign is a success

Apply channel to channel tactics

that lead to bottom line success

Discover where in the funnel each

account is most lacking

Upper Funnel

Middle Funnel

Lower Funnel

Conversion

Overall KPI

Page 13: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

13

UNDERSTANDING CHANNEL

POSITIONING

ControlHigh number

of inputs Automation

Low number

of inputs

Let it

LEARN

Machine learning is a spectrum

Different levels of machine

learning can be found in

different channels3

Page 14: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

14

ROLE OF THE AGENCY

Challenge in

Entering China

Market

Understanding

Channel

Positioning

Importance of

Data Synergy

Page 15: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

IMPORTANCE OF DATA SYNERGY

Tracking is the priorityAny strategy without a tracking

methodology will fail

1

All portals require

tracking for optimization

Incorrect tracking will

lead to inability to align

campaign to business

goals

Tracking provides data for

analysis and insights

Page 16: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

IMPORTANCE OF DATA SYNERGY

Centralize your dataConsolidating your metrics gives you a

centralized view on all your campaigns

2

Portal figures can differ

due to differences in

methodology

Use website as a

centralized source

Align data KPIs for each

individual channel as well

as KPI as a collective

Page 17: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

IMPORTANCE OF DATA SYNERGY

Data creates opportunityStrong data learning can lead to 1st

party data usage for remarketing,

cross-selling, upselling

3

Tracking behaviors creates

opportunity to understand

website user interaction

Audience pooling across

multi-channel allows for

cross channel integration

1st party data is always the

most actionable data since

it is YOUR AUDIENCE

Page 18: Put You in front of Fullest Potential - HKTDC€¦ · • Search Engine Optimization • Search Engine Marketing • Display Marketing • Social Media Marketing • Video Marketing

Thank [email protected]

(852) 2363 1082