Inbound Marketing Explained
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The document discusses key concepts in inbound marketing and the consumer journey. It covers how consumers now research purchases online from various sources and not in a linear fashion. It also outlines the awareness, interest, desire, action model and how social media has changed the marketing landscape, with consumers finding brands instead of the other way around. Loyalty and customer advocacy are also important concepts covered in the brief document.
Inbound Marketing Explained
- 1. The Cookbook Of Inbound Marketing eddie.choi@frontiersdigital.com | SES HK 2012
- 2. eddie.choi@frontiersdigital.com | SES HK 2012
- 3. eddie.choi@frontiersdigital.com | SES HK 2012
- 4. Source: Google, IAB eddie.choi@frontiersdigital.com | SES HK 2012
- 5. Source: Google, IAB eddie.choi@frontiersdigital.com | SES HK 2012
- 6. What sources of information did the consumers seek out to help their purchase decision? Scoping At Store eddie.choi@frontiersdigital.com | SES HK 2012
- 7. Is Customer Journey Linear? Stimulus SMOT FMOT eddie.choi@frontiersdigital.com | SES HK 2012
- 8. Stimulus ZMOT FMOT SMOT Pre- Post- Awareness Awareness Consideration Purchase Purchase Display Advertising Video Ads Mobile Social Social SEO SEM eddie.choi@frontiersdigital.com | SES HK 2012
- 9. Typical Conversion Funnel Awareness Interest Desire Action eddie.choi@frontiersdigital.com | SES HK 2012
- 10. Active Evaluation Awareness Widen the brand choices Active Evaluation Awareness Desire > Action Loyalty Loop Recall the preferential brand Awareness Interest eddie.choi@frontiersdigital.com | SES HK 2012
- 11. Loyalty/CRM Luxury Goods Sector Search eddie.choi@frontiersdigital.com | SES HK 2012
- 12. Individuals become more powerful eddie.choi@frontiersdigital.com | SES HK 2012
- 13. eddie.choi@frontiersdigital.com | SES HK 2012
- 14. Questions reveal intent eddie.choi@frontiersdigital.com | SES HK 2012
- 15. Leads become fans eddie.choi@frontiersdigital.com | SES HK 2012
- 16. Fans show affection eddie.choi@frontiersdigital.com | SES HK 2012
- 17. Affection generates business eddie.choi@frontiersdigital.com | SES HK 2012
- 18. Customers become advocate eddie.choi@frontiersdigital.com | SES HK 2012
- 19. Even the farmers have gone social eddie.choi@frontiersdigital.com | SES HK 2012
- 20. Traditional Marketing New Marketing Collaborate & Create SHOUT eddie.choi@frontiersdigital.com | SES HK 2012
- 21. Today we don’t find our customers; they will find us. tv social media print outdoor WE WWW sem pr Outbound/ Inbound/ direct mail Reach Intent seo eddie.choi@frontiersdigital.com | SES HK 2012
- 22. Marketers need new gadgets eddie.choi@frontiersdigital.com | SES HK 2012
- 23. Inbound Marketers (China, Hong Kong, Macao, Taiwan) eddie.choi@frontiersdigital.com | SES HK 2012
- 24. Inbound Marketers (China, Hong Kong, Macao, Taiwan) eddie.choi@frontiersdigital.com | SES HK 2012
- 25. Inbound Marketers (China, Hong Kong, Macao, Taiwan) eddie.choi@frontiersdigital.com | SES HK 2012
- 26. Inbound Marketers (China, Hong Kong, Macao, Taiwan) eddie.choi@frontiersdigital.com | SES HK 2012
- 27. Online consumer journey in China eddie.choi@frontiersdigital.com | SES HK 2012
- 28. Does Social Signal Exist In China? eddie.choi@frontiersdigital.com | SES HK 2012
- 29. Social signal in Baidu is picked up based on relevancy, time and the content of the search query. Baidu’s algorithm will determine if any social content should be inserted in the SERP after analyzing the search intent of the query. eddie.choi@frontiersdigital.com | SES HK 2012
- 30. eddie.choi@frontiersdigital.com | SES HK 2012
- 31. eddie.choi@frontiersdigital.com | SES HK 2012
- 32. Baidu brand zone Sina Weibo inclusion Advertiser official website Baidu Pseudo media Organic Baidu news inclusion eddie.choi@frontiersdigital.com | SES HK 2012
- 33. Holy eddie.choi@frontiersdigital.com | SES HK 2012
- 34. eddie.choi@frontiersdigital.com | SES HK 2012
- 35. eddie.choi@frontiersdigital.com | SES HK 2012
- 36. Take advantage from Baidu proprietary content. eddie.choi@frontiersdigital.com | SES HK 2012
- 37. Social eddie.choi@frontiersdigital.com | SES HK 2012
- 38. Social Media Portfolio Conversation Amplification Authority Value Value Blogs ★★★★★ ★★★★★ ★★ Social Networking Sites ★★★ ★★★ ★★★★ Microblogs ★★★ ★★★ ★★★★★ Video & Music Sites ★ ★ ★★★ Bulletin Boards & ★ ★★ ★★★ Discussion Forums eddie.choi@frontiersdigital.com | SES HK 2012
- 39. Growth Of Weibo Users Source: CNNIC eddie.choi@frontiersdigital.com | SES HK 2012
- 40. 60-days Fans Per Post (Sport) eddie.choi@frontiersdigital.com | SES HK 2012
- 41. 60-days Amplification (Sport) eddie.choi@frontiersdigital.com | SES HK 2012
- 42. 60-days Fans Per Post (Luxury) eddie.choi@frontiersdigital.com | SES HK 2012
- 43. 60-days Fans Per Post (Luxury) eddie.choi@frontiersdigital.com | SES HK 2012
- 44. 60-days Fans Per Post (Luxury) eddie.choi@frontiersdigital.com | SES HK 2012
- 45. Best Practice eddie.choi@frontiersdigital.com | SES HK 2012
- 46. Crispin Sheridan Senior Director of Search Marketing SES Advisory Board Member eddie.choi@frontiersdigital.com | SES HK 2012
- 47. {The Question} If we use the same keywords in social media activities such as Facebook fan pages, wall posts, links, etc., what kinds of traffic would we see, and would it be valuable traffic? eddie.choi@frontiersdigital.com | SES HK 2012
- 48. {The Plan} The company built a Facebook fan page to target a sample of 16,000 fans. By collecting the top value and highest converting keywords and phrases from organic search efforts, it began creating posts for the Facebook page with those terms. eddie.choi@frontiersdigital.com | SES HK 2012
- 49. {The Result} Social traffic converts 2.5 times more than the organic search traffic. eddie.choi@frontiersdigital.com | SES HK 2012
- 50. It is a non-line world eddie.choi@frontiersdigital.com | SES HK 2012
- 51. Singaporean concerns of health issue in 12 months eddie.choi@frontiersdigital.com | SES HK 2012
- 52. Singaporean Social Profile On Facebook Age 18 - 30 Age 31 - 50 Age 51 - 65 1,219,960 943,200 198,760 112,600 Target Audience eddie.choi@frontiersdigital.com | SES HK 2012
- 53. Content, Content, Content eddie.choi@frontiersdigital.com | SES HK 2012
- 54. Benchmarking content inventory. Find out the publishing frequency & the degree of relevancy. Collect insights and attributions via various sources, especially via search engines for semantics. eddie.choi@frontiersdigital.com | SES HK 2012
- 55. Monitor and take notes on the competitors’ copywriting. Collect insight from web analytics, setup social segment, monitor the life cycle of Weibo. Combine all the above and visualize them for a journey of ZMOT. eddie.choi@frontiersdigital.com | SES HK 2012
- 56. Done! linkedin.com/in/eddiechoi clickz.asia/author/eddiechoi eddie.choi@frontiersdigital.com | SES HK 2012