Digital & E-Commerce 101.

Private and Confidential
iClick Interactive | Asia
Driving Your Business Growth with Social Media & Online Marketing

2
About Us.
Joel Choo
Head of Business Development
Derek Ng
Account Manager

Joel Choo
3
8 Years Cross Channel
Experience.
iClick Interactive Asia (Programmatic
Buying)
CBS Interactive (Tech Publisher)
HungryGoWhere (F & B Publisher)
Pinstorm (Digital Search Agency)
Pixel Media Asia (Display Ad Network)
Gettyimages (Stock Image Provider)
Contact Details:
Email: joel.choo@i-click.com
Mobile: 9747 6947
Linkedin: sg.linkedin.com/in/joelchoo/

Derek Ng
4
5 Years in Digital Marketing
iClick Interactive Asia (Programmatic Buying)
Xpointo (Digital Agency)
MediaCorp (Media Owner)
Brandtology (Social Media Listening)
Contact Details:
Email: derek.ng@i-click.com
Mobile: 9783 9654
Linkedin:
https://www.linkedin.com/in/derekngzy

Look Beyond the CTR.
5

6
After this Session…
I wish that You should be able
to…

Training Objectives
1.Define Your Competitive Edge
2.Determine Your Sales Platform.
3.Set Long Run & Short Term Goals.
4.Defined Your Primary Audience and Secondary
Audience,
5.The Concept of Relevance
6.Media Planning Concept.
7.Understand Basic Analytics.
8.Measurement & Optimization.
7

8
Digital Landscape in One Page.

10
Confused?Confused?
You are notYou are not
Alone.Alone.
Confused?Confused?
You are notYou are not
Alone.Alone.

11
Basics First, Buzz Later.

The 5Ps Remains
Product
- What is your Value Proposition? What is your Competitive Advantage
for Sustained growth?
Place
- Where to Sell? Own Website? Classifieds?
People
- Define your Primary/Secondary Target Audience?
Promotion
- What is your Digital Marketing Plan?
Price
- What is your Pricing Strategy?
12

13
Concept of Relevance.

Target Audience
Who are they?
Where are they?
How to communicate?
What’s their behavior?
What attracts them?
How to influence them?
5Ps Relevance
14
Place
Is a own website required?
Promotion
What Digital Channels to reach
them.
What Tone of Communication
to use.
Price
Pricing Strategy.
Product
What?
Value?
How many?
Competitors?

The First Step to Success
15
Cited from: http://www.shopping-cart-migration.com/blog/61-must-know-tips/7996-ecommerce-features-to-consider-infographic

Functionality
16

Customer Experience
17

Payment
18

Products & Catalogs
19

Enhance
20

Accomplish
21

Relevance Summarized
 Relevant Aesthetics.
 Relevant Product/Service Information.
 Relevant Promotions.
 Relevant Payment Gateways.
 Relevant Fulfillment Options.
 Relevant After Sales Service.
 Relevant Terms & Conditions
And so on…
22

Reebonz
23
Value Proposition
Genuine Luxury at Accessible Prices.
Time Sensitive Sales.
Trust is the Key Driver.

Reebonz
24
Consumer Experience
Ease of Navigation

Reebonz
25
Consumer Experience
Detailed product
description
Payment Options.
Product Guarantees

Reebonz
26
Consumer Experience
Managing Consumer
Expectations.

Reebonz
27
Enhanced Features
Multi Device Accessibility
Increased site visits via
multi device.

Own Portal – Good & Bad
Benefits:
- Your Personalized Domain Name.
- Ownership of Digital Property.
- Customized Content & User Experience.
- Increased Perceived Value.
- Ownership of Mined Data.
Challenges
- Longer Execution Timeline.
- Resource Intensive (Concept, Design, Programming, Hosting Fees,
CRM)
- Zero Traffic.
- Implementation of Payment Gateways.
- Sourcing of Fulfilment Partners.
- Price can range from $5,000 to $50,000 for creation.
28

Other Ways to Sell
29

30
Concept of Relevance.
Ready For Business. How to Drive Relevant Visitors?

31
Before we Begin, some Basic
Traffic Buzz Words.

Traffic Buzz Words
Website = Landing Page
Visits = Traffic = Number of Click Through
Impressions = Quantity of Ads Bought/Shown
CTR = Click Thru Rate = No. of Clicks/Impressions
Acquisition = Completing a Desired Action = Sales,
Form Fill, Downloads…etc.
32

33
Rule 1: Measurement Tools in
Place.

Measurement is Key.
How to Measure?
- Most Accessible: Google Analytics.
- Proprietary Tools such as iClick XMO.
What to Measure?
- Conversions.
- Source of Converting Traffic.
- Identify Trends.
- Assess Efficiency.
- Replicate Success.
34

35
Rule 2: Clearly Defined Goals

Step 1: What is Your Objective
Different Strategies aligned to your Business Life
Cycle:
Cost Efficient Traffic Driving.
Encourage Commitment from Early Adopters.
Generate Awareness of Value Proposition.
Build Confidence.
Encourage Return Visits.
Generate Social Currency.
36

37
Rule 3: Know your Channels

3 Media Classfications
38
Cited from: http://zmconsultants.com/earned-media-customers-social-connections-spread-companys-message/

Channel and Usages
Media
Types
Display SEM SEO Social
Media
Mobile Email
Pricing Model CPC, CPM CPC Duration Duration CPC, CPM Per Blast
Application
Branding,
Tactical
Tactical
Branding,
Tactical
Engagement,
Tactical
Branding,
Tactical
Loyalty
Launch Difficulty Low to Mid Low to High Mid to High Low to Mid Low to Mid Low to Mid
Optimization
Difficulty
Low to Mid Mid to High High Mid to High Low to Mid Low to Mid
Media Type Paid Paid Earned Earned Paid Paid
Targeting Options
Demography Y N N Y Y Y
Geography Y Y Y Y Y Y
Contextual Y N N N Y Y
Behavior Y Y N Y N N
Retargeting Y Y N N N N
Look Alike Y Y N N N N
39

Contextual Targeting
40

41
Rule 4: Maintain Relevance

Digital is about Relevance
42
The Right Message
To the Right Audience
On the Right Media
At the Right Time

Right Message
43
Clear Messaging
Discount %
Localization for Thai Portal
Consistent Brand Guidelines

Right Audience & Media
44

Right Time & Message
45

Video Ads
46

47
The Media Plan

Check List
Objective
Target Audience
Measurement Tools.
Expectated Investment.
Geography
Optimization Plan & Roadmap
Creative Resources
Skillset Evaluation. DIY or Outsourced?
48

Some Predefined Objectives
o Sign up For Trial.
o Form Fill.
o Increase Page Per Visit
o Download Content such as Product Catalog.
o App Download.
o Social Sharing.
o Join Fan Page.
o Make a Purchase!
49

Sample Media Plan
50
Phase Time-
line
Media
Type
Placement Budge
t
Buy Targeting
Options
On
Going
On
Going
SEO Google $16,00
0
Ranking -
Launch 2
Months
Display Google,
Yahoo
$4,000 Clicks Contextual
Launch 2
Months
SEM Google $4,000 Clicks Intent
Launch 1
Month
Display Mobile $2,000 Impressions Contextual

Channel Analysis
51

Goal Funnel Analysis
52

Basic Optimization Strategy
1st
Level: Channel Level Optimization
- Which Channel gives generates highest ROI?
2nd
Level: Delivery Level Optimization
- Which Messaging/Creative/Keywords generates
highest ROI?
- Time Parting?
3rd
Level: Conversion Funnel Optimization
- Identify drop outs stage
- Streamline Conversion Process
53

Enhanced Media Options
Programmatic Buying.
Cross Channel Attribution Modeling.
Retargeting.
54

55
Some Key Pointers

Embrace Change
56
Digtal = Speed & Relevance
Contingency Planning
No Single Best Solution
Make Informed Investment
Decision.
Don’t be Overly Ambitious
Anticipate Changes In
Site Navigation
Site Aesthetics
Site Programming
Acquisition Funnel
Media Mix
Creative Messaging
Budget Allocation
Refinement of Target Audience
Crisis Management
Threats from Competition

Set Realistic Goals
57
Goal Setting
Set Realistic Milestones
Long Run & Short Term
Resource Assessment
How much time are you dedicating?
How much monetary resource you
have?
Ready to Invest in Expertise
Measure & Attribute Success
Only Invest in what can be measured.
Stay ROI focused.
Stay Informed
Latest Trends & Technology to improve
Efficiency.
Reinvent & Remain Relevant.

Consumer Centric
58
Assist Decision Making
Provide Critical Information
Simplify Purchase Process
Eliminate Doubts.
Be Contactable.
Listen to Needs.
Sell Benefits, Not Features.
Create Loyalty
Personalized content.
Incentivize Advocacy.
Don’t Spam.
Offline Engagements.
Run a Honest Business!

59
Any Questions so far?

60
Social Media

Social VS Traditional Media

Leveraging on Current
63

Leveraging on Current
64

Leveraging on Current?
65

Treasure within Social Media
66

Social Media
67

The Value of a Fan
The value of a Fan can vary:
- Zara’s fans average a revenue value of:
• USD 405.54
- Levi’s fans average a revenue value of:
• USD 312.01
- Coca-Cola fans average a revenue value of:
• USD 70.17 (Very impressive considering the cost of the product)
What is the value of a fan?

Facebook Variables
AD COPY
AD TYPE
TARGETING
BUDGETING

Ad Copy

What’s your Objective ?

Facebook Ads
Page Like Ads
Page Post Ads
Dark Post Ads
App Install Ads
Mobile App Install Ads
Event Ads
Facebook Premium
Facebook Offers
Reach Blocks & Target Blocks

Standard Ads
A standard ad is the traditional Facebook ad you see on the
right hand side (RHS) of your Facebook page.
Standard ads pointing to Facebook Fan Pages are also
eligible to be displayed in the newsfeed – Not the case for
external links, though.
Standard Ads can point to:
- Any Facebook Entity
• Facebook Fan Page
• Facebook Application
• Facebook Tab
- Any External Entity
• Any website, any webpage
In short… Anywhere on the internet. Standard Ads in RHS

Standard Ads
Common Purposes of running Facebook Ads:
- Gain Fans
- Gain Awareness about Product/Event
- Promote Page Posts, Promote Page Interaction
- Get new App Users/Participation
- Increase attendance/signups for Events
Standard Ads in Newsfeed
Standard Ads in RHS

Page Post Ads
Page Post Ads are advertisements that solely advertise a Page Post.
Page Post Ads can be set to either advertise only a Specific Page Post,
or the Most Recent Page Post.
If set to advertise the Most Recent Page Post, the ad will automatically
update whenever the Fan Page creates a new Post.
Page Post Ad in Newsfeed, with Social Context Page Post Ad in RHS

Page Post Ads
Try to keep text to a maximum of 2 paragraphs. You
don’t want an essay, nor do you want to waste good
real estate space on one short sentence and a lot of
white space.
If you’re linking anywhere, you have two options.
Firstly, bit.ly the link and ensure it’s nicer and shorter.
However, the drawback is that some users might be
hesitant to click it, because they don’t know where it
leads. Second option is to paste the full link –
Whether it’s a Facebook link or external website. The
key is to experiment.
Optimal Image Size: 403x403 pixels
If you HAVE to upload a differently
sized photo, try to ensure that the
width is 403 pixels or more. If you
image width is less than 403 pixels,
Facebook will upsize it to display it
in the timeline, which will result in
jagged artifacts.

Page Post Sponsored Stories
There are multiple variations of Page Post Sponsored Stories: Page
Post Comment, Page Post Like, and Page Post Share.
They are the same, essentially, however they vary singularly, in the
way they are served by Facebook. They only appear when the
corresponding action has been taken by a user.
Page Post Share Sponsored Story
in RHS
Page Post Comment Sponsored
Story in RHS
Page Post Like Sponsored Story in
RHS

Dark Page Post Ads
Unpublished Page Posts, a.k.a. Dark Page Posts Ads, are a different
ball game.
They are essentially ads about a Page Post, similar to a Page Post Ad.
However, in Dark Page Posts, the actual Page Post is never published.
That is, you will not see it anywhere except within the advertisement.
Dark Page Post Preview in Facebook Ads Manager
Dark Page Post in RHS

Targeting

Targeting : Demographic
Location
- This can be City-Specific. You can choose the Country first, then
any major/minor cities within it.
Age
- The age range starts at 13 and climbs upwards from there.
Gender
Precise Interests
- This covers all the individual interests that may be attributed to
users.
Broad Categories
- These are categories that Facebook has taken the liberty of
assisting to develop for advertisers.
Connections
- You can choose to target users who are connected, or not
connected, to various Fan Pages, Apps, or Events.
Sexual Orientation
Relationship Status
Language
Education
Workplace
Friends of Fans

Targeting : Behavior

Targeting : Business Owners

Targeting : Working Professionals

Targeting : Mothers

Custom Audience

Custom Audience
Advertisements can be inclusive or
exclusive.
Recommended at least 500 entries.
Data on your Custom Audience list is
not retained by Facebook.

Look-a-like Audience

Lookalike Audience
Lookalike Audiences are based off
a Custom Audience list.
When you submit a Custom
Audience list, you can ask
Facebook to generate a Lookalike
Audience list for you.
This will create a list of users who
are similar to your list of users on
the Custom Audience List.
You need a Custom Audience list
before you can create a Lookalike
Audience list.

In Summary
Have a Goal
Relevancy
Measurement
Targeting
Plan & Execute

95
Question?

96
About iClick

Asia’s leading online buy-side
platform that integrates search,
display, mobile and social media
marketing capabilities.
The platform harnesses the
power of programmatic buying
and data technology to maximize
marketing ROI and provide the
greatest efficiency.
About iClick
97
Who We Are…?

About iClick (continue)
Founded in 2009 and backed
by strategic investors
including Sumitomo,
Bertelsmann, SSG Capital
and Otto Group.
First in the region to introduce
algorithmic optimization and
programmatic media buying
with exclusive focus on
performance marketing
inventories.
Integrate search, display and
mobile demand to deliver
truly performance-based
solutions.
98
Over 2,000 advertisers from
Fortune 100 companies to
medium-size businesses;
Specialized in serving sectors
with high concern on
advertising performance such
as banking/finance, travel,
CPG and eCommerce.
Offices in Hong Kong, Beijing,
Shanghai, Shenzhen,
Singapore, Taiwan and Korea
with over 300 staffs.

Key Clients Portfolio
99
E-commerce
Travel & Hospitality
Banking & Finance
Consumer Products
Others
(5 out of China’s TOP 10
e-commerce players are using iClick
to make better decisions)

Key Awards
100
2012-2013 Best Interactive Agency – Search Award
2013 Best Use of 2013 Best Search ROI Award
Search Solutions Award Merit: Englishtown & Promise
Merit: BUPA
2012 Best Use of 2012 Search Buzz Award 2012 Best Search ROI Award
Search Solutions Award Merit: SC Storage Outstanding: Englishtown
Outstanding: Citibank Merit: BUPA
Merit: Promise
2011 Best Search Creative Award 2011 Search Buzz Award 2010 Best Use of Keywords
Award
Outstanding: Air Asia Outstanding: HK Disneyland Outstanding: Travelzen
Won the mostWon the most
Number of Awards inNumber of Awards in
YahooYahoo
Big IdeaBig Idea
ChairChair
AwardAward
2010-20132010-2013

Key Awards (continue)
101
About the Award:
The TF50 program entered China in 2005 and focused on promoting
fast-growing technology companies. The program is now considered as
benchmark for fast-growing technology companies across the globe. iClick was
recognized for having an excellent revenue growth over the past three years.
____________
Technology
Fast 50
China
____________
2011
Deloitte
____________
Technology
Fast 500
Asia
____________
2011
Deloitte
101

102
_____________
_
Top 10
Agency of the Year
______________
2010, -2012
___________
Agency of
the Year__________
2010
_____________
Best ROI
Awards 2011_____________
FCLUB.CN
______________
__
VMarketing
2012
_______________
__
Innovative
Marketing
Award
____________________
__
Golden Mouse
2013
___________________
___
Best Marketing
Platform
Award
_____________
_
Baidu Marketing
Awards 2011
_____________
_
Best Search
Award:
Amazon

103
______________________
____________________
__
2013 China TopDigital
______________________
Ecommerce Award
____________
__
Search Agency of
the Year 2013
_____________
_
Local Hero &
Silver Award
___________________
___
Best Creative Marketi
ng Platform Award
_____________________
_
The 5th Annual
Advertiser Awards 2013
______________
__
The 6th ROI Festival
Awards 2013
_______________
__
Solution - Software
and Technology
Bronze Award

104
iClick’s Proprietary
Buy-side Platform - XMO

Where We Are
105
Advertisers
Search
Engines
Ad
Exchanges
Publishers
Online
Users
1st
Party
Data
3rd
Party
Data
XMOXMO
iClick
Propriety
Buy-side
Platform
A one-stop shop for aggregating, bidding and optimizing inventory
across different online channels in the most efficient way.

Buy-side Platform - XMO
106
Media Aggregator
Access to a variety of digital
channels, biddable inventories and
RTB exchanges to reach the
maximum audience
Audience Builder
Pre-packaged audience segment and
tailor made audience tools
at your choice to identify the
highest value
customers
Programmatic Buy
Suite of optimization support single
and cross-channel optimization
according to your own marketing
objectives
XMO Analytics
Sophisticated data-based
empirical analysis yields accurate
insights via a comprehensive set of
performance reports

Media
Aggregator
Media Aggregator
107
Access to a variety of digital channels, biddable inventories
and RTB-enabled exchanges
Connect to a wide supply sources across search, display,
social and mobile.
Reach the most number of relevant audience in your target
markets:
95%* reach in Hong Kong
90%* reach in China
80%* reach in Southeast Asia

Audience Builder
108
Understand your current customers deeper and expand to a
even larger audience base:
XMO distinct audience segments:
22+ audience segments classified by industries, interests and
lifestyles
XMO audience data covers over 400 million Internet users in Asia,
with 200 million audience profiles and over 200 million online
transaction cookies.
Custom segment building tools:
“XMO Direct” - Combine 1st party CRM data with tens of thousands
of 3rd party segments to form an audience base that is the most
relevant and valuable to your business.
Machine learning to identify online users who exhibit similar
behavioral to your converting users
Audience
Builder

Programmatic Buy
109
One-stop access and manage online inventories across
channels in a data-driven approach
Leading RTB technology that is built on our own cloud-
based infrastructure and featuring the highest queries per
second (QPS).
Comprehensive targeting suite base on a broad set of
parameters:
Geo-location, Day-parting, Placement, Contextual, Site, Device,
Operating Systems
Advanced attribution model with multiple attribution settings
available right from the platform:
First Event, Weight First More, Evenly Distributed, Weight Last
More and Last Event
Easy, intuitive goal setting to allow marketers to enter their
goals (e.g. lower CPA, maximize conversions or increasing
ROI).
Programmatic
Buy

XMO
Analytics
XMO Analytics
110
Robust, intuitive, easy-to-use reporting system
XMO unique data analytics solution is designed around the
purchase funnel – mapping to user behavior and
interaction with a brand.
Sophisticated data-based empirical analysis yields
accurate insights that enable marketers to learn how
customer behavior is affected at the key points along the
converting funnel.
Specialized in visualizing performance through a
combination of canned and custom reports:
Cross-channel Dashboard
Post-campaign Cookie Analysis
Top Conversion Paths
Channel Assist Report
And more….
Multi-advertiser interface makes it easy to manage multiple
accounts with clear role-based access control for users and
organizations

111
Re-define digital marketplace and advertising
performance with data, insights and innovations
www.i-click.com

Digital & E-Commerce 101.

More Related Content

What's hot (20)

Viewers also liked (19)

Similar to Digital & E-Commerce 101. (20)

Recently uploaded (20)

Digital & E-Commerce 101.

Editor's Notes