Sbci Marketing Roi

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March 2009 Marketing ROI in China – 101 WILLIAM BAO BEAN SOFTBANK CHINA & INDIA HOLDINGS

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Softbank China & India Holdings William Bao Bean presentation to the Marcus Evans seminar March 2009 in Shanghai on digital marketing basics. The focus is on marketing ROI methodologies, case studies from the agencies (sinotech group, agenda and adchina) and best practices.

Transcript of Sbci Marketing Roi

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March 2009March 2009

Marketing ROI in China – 101

WILLIAM BAO BEAN

SOFTBANK CHINA & INDIA HOLDINGS

WILLIAM BAO BEAN

SOFTBANK CHINA & INDIA HOLDINGS

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Which particular marketing buzz words or trends do you feel are most important to pay attention to currently?

Source: MENG December 2008

1 Customer Satisfaction 79% 11 Word of Mouth 42%2 Customer Retention 76% 12 Alternative Energy 41%3 Marketing ROI 65% 13 Mobile Communications 40%4 Brand Loyalty 61% 14 Electronic Media 40%5 Segmentation 61% 15 Green Marketing 40%6 Quality 56% 16 E-commerce 39%7 SEO (Search Engine Optimization) 48% 17 Globalization 39%8 Competitive Intelligence 43% 18 Experiential/Emotive branding 38%9 Data Mining 43% 19 SNS (Social Network Sites) 37%

10 Lead Generation 43% 20 Multicultural 36%

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What marketing issue are you currently interested in and why?

Source: MENG December 2008

“With the onset of so many forms of disruptive media in recent years, it is challenging to know how much of your investments should be flagged… the tried and true and how much to set earmark for testing. In addition, ROI is measured differently for one media type or marketing method. When innovative methods come onto the scene, analytics driven marketers may abandon an effort prematurely because they did not plan it with the appropriate objective or realistic ROI…”

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Back to basics

Marketing ROI definition: Align marketing with business goals Standards Processes Data Measurement/Metrics

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Marketing ROI: 5 factors

Goal: Improve effectiveness of marketing Strategy – what are your goals Creative – impact Execution – multiple medias, one conversation Infrastructure – metrics and measurement Other factors – uncontrollable factors

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Strategy

Are you going for awareness, engagement or conversation? Agenda case: relaunch Johnson’s Baby SLEEP Platform

Strategy – awareness and engagement through 1) experts to establish credibility, 2) education on children’s sleep and Johnson’s 3-step sleep system, and 3) tools and training to change habits and promote sleep system

Sinotech case: drive sales for Xerox products Strategy – conversation via driving more call center orders at

lower cost AdChina case: drive unaided brand awareness of men’s shampoo

Strategy – awareness via targeted media around vertical sites, high impact ads and use ad network technology to improve results

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Creative

Are you going for awareness, engagement or conversation? Agenda case study: Johnson’s Baby SLEEP Platform

Rich and deep site including 1) education section, 2) Ask Dr. Sleep, 3) Tools, 4) Testimonials, 5) Lucky draw, and 6) Roadshow

Sinotech case study: Xerox products Increase key words from 2,000 to 20,000

AdChina case study: men’s shampoo Youthful male stars AdTV ie TVC online, roadblocks, video pre-roll, and page

overlay Demographic and geographic targeted ad copy

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Execution

How are you going to reach your audience? 1) Portals, 2) SNS, 3) Networks, 4) Search, 5) Social Media (WOM), 6) Brandsite, 7) Microsite, 8) e-Direct Marketing, and 9) Database membership

Agenda case study: Johnson’s Baby SLEEP Platform 360 degree campaign leveraging all of the above

Sinotech case study: Xerox products Search marketing on Baidu and Google

AdChina case study: men’s shampoo AdChina ad network with vertical and geographic targeting Focus on above the fold interactive ads Integrated media platform with sequencing and little/no overlap

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Infrastructure

What metrics will you use? Downloads, unique visitors, registrations, engagements, market share, new product adoption, awareness, sales, share of preference, rate of customer acquisition, average order value, rate of new product/service adoption, average order value, growth in buying frequency, volume and share of business, net advocacy and loyalty, rate of growth compared to competition and the market, margin, and customer engagement, cost per shopping cart…

How are you going to measure the results? 1) Agency analytics, 2) 3rd party analytics, 3) Surveys, 4) Sales, 5) Market share, 6) Brandsite, 7) Microsite, 8) e-Direct Marketing, and 9) Database membership

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Infrastructure: measurement

Agenda case study: Johnson’s Baby SLEEP Platform Portal and SNS data, Agenda analytics, Omniture, and 3rd party

research Sinotech case study: Xerox products

Data from Baidu and Google – traffic, incoming calls, cost per incoming call, orders and cost per order

AdChina case study: men’s shampoo Brand inhouse tracking system, Nielsen Online Survey, and

AdChina Online survey. Also partnering with other companies such as Axciom.

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Infrastructure: metrics

Clickers are predominantly younger (25~44) with lower income (under $40K)

Source: AdChina Comscore jJly 2007

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Agenda Framework: Measuring success

Source: Agenda

Goal Media Brand sites CRMAwareness

Engagement

Conversation

Metrics

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Agenda Framework: KPIs

Source: Agenda

KPI Indicator of: 2008 FMCG Industry Average 2008 2009 Rationale (RMB) (RMB) (RMB)

CPM Awareness 1-20CPUV Awareness n/a CPE Engagement n/a CPA Conversation/CRM 15-20 (vertical), 50 (horizontal)

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Agenda Framework: Reports

Source: Agenda

Monthly digital dashboard Management Overview

Monthly campaign report Brand team Performance monitoring for adjustments

Yearly review Brand performance, lessons for next year, 3rd party research

findings Real time tracking

3rd party services All Media Count, CIC etc

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Thank You!

William Bao BeanPartner

[email protected] +86 139 1789 8171

+852 9131 0218