Education Post - Advance your business with e-marketing
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Transcript of Education Post - Advance your business with e-marketing
![Page 1: Education Post - Advance your business with e-marketing](https://reader034.fdocuments.in/reader034/viewer/2022042821/55d4eb84bb61eb6c158b46dc/html5/thumbnails/1.jpg)
Advance your businesses with E-marketing Nov 13th, 2013
Razlan Manjaji, Senior Business Manager
Jin Wong, Digital Marketing Executive
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Introduction EDUCATION POST, part of the South China Morning Post Group, is Hong Kong's leading online education website with up-to-date editorial contents, education-related resources and the most comprehensive course search database in postgraduate, MBA and continuing education.
The following presentations are the speakers’ sharing of the latest selected digital marketing trends in Hong Kong, using Education Post and other brand advertisers for illustrations.
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Agenda
1. Mobile advertising
2. WeChat marketing
3. Native advertising
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Mobile advertising: the must-try
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What we did on mobile
• Mobile campaign to drive newsletter subscriptions • When goes mobile, goes full-screen takeover
UA app AM730 + ETNet apps AAStocks app
Click rate as high as 24%
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Rich media to create higher engagement
Interactive ad formats allow users to play around and have fun with the ad
Case study: Crazy Horse Users can swipe the screen to show full image,
then call for action for ticket purchase
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Connect with social media
• Full-page ad shows top posts on Facebook • Users can like the brand’s Facebook page with one click • Install click-to-call / tap-to-email buttons to increase engagement
Case study: Benefit
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What mobile can do that web can’t
Specific targeting options to narrow audience reach
Case study: L'Oreal Paris on HK Weather app Weather conditions affect purchase condition;
L’Oreal Paris is selling a UV protection cream; Banner ads only show when there is strong UV
Targeting options: • Temperature • Relative Humidity • UV Index • Air pollution Index
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What we learned about Mobile Advertising
More prominent ad formats > higher click
rate
Connect with social media properties to drive engagement
Make use of targeting options (weather,
location, devices) to reach the right
audience
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WeChat: the new social media platform
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Our experiment with WeChat
• SCMP Group’s first WeChat account
• WeChat ID: EducationPost
Follow us!
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WeChat: Different types of messages
• Managed on a web platform (http://admin.wechat.com)
• Coordinate with WeChat staff for setup
• Details to be filled in the profile:
name
WeChat ID
Profile icon
Description
QR code
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WeChat > Different types of messages
• Rich Media
• Image
• Audio
• Video
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WeChat > Rich Media Message
• Title
• Image (720*400)
• Description
• Contents
• Source URL
What you need:
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WeChat > Rich Media Message
At the end of each article, we put a call-for-action image to encourage sharing and clicks
Remember to call for action!
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WeChat official account (微信官號)
Pre-set custom messages / auto key-word replies
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Case Study: Nike HK WeChat
Wise use of pre-set custom messages
Welcome message When user replies… Chatting with user
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What we learned about WeChat
WeChat isn’t about driving traffic
But to build high-quality conversations
Engage with loyal audience
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Native advertising
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What is Native Advertising?
Blending advertisers’ contents into natural user experience
Advertorials?
Special reports?
In-stream ads?
Sponsored contents?
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Our Native Advertising experiment > In-stream content
Homepage Advertisers’ course displayed as one of the grids with other editorial contents
Average CTR 1.22%
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Our Native Advertising experiment > Priority search result
Search result page Advertisers’ courses are displayed in priority with special green highlight
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Our Native Advertising experiment > Sponsored content labels
Web & mobile site Advertisers’ contents are clearly labeled and highlighted in different colour
Website
Mobile site
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Our Native Advertising experiment > Sponsored content labels
Newsletter Advertisers’ contents are clearly labeled and highlighted in different colour
Newsletter
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What we learned about Native Advertising
Native ads need to be clearly labeled and
not misleading
Content must be relevant and engaging
Need to work closely with advertisers &
editorial team
Dare to experiment & consistently measure
performance
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Subscribe our FREE newsletters
Find us on www.educationpost.com.hk
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Thank you