Day 1 – Digital Marketing Strategy & Branding

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By Somkiat Lilitprapun(Kroo BOY) 2013 Digital Marfketing Course

SOMKIAT LILITPRAPUN •  Digital Marketing Lecturer – Wien, thonglor veterinary hospital, Pruksa Real

Estate •  Digital Marketing Consultant – Wien, thonglor veterinary hospital, Pruksa Real

Estate, Reebonz.com

•  Head of Marketing – Reebonz.com (Brandname Bag Flashsale Site)

•  E-Business Manager : mahaphant (Shera & Ha Huang)

•  Databaar marketing & CRM& e-Marketing Manager : Phyathai Hospitals •  E-Commerce Manager : TV Media

Contact : 086-612-3422 Email : boysomkiat@hotmail.com Line : maximumboy

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Digital Marketing ??

“ Marketing that makes use of electronic devices such as computers, tablets, smart phones, cellphones, digital

billboards, and game consoles to engage with consumers and other business partners”

“การทำการตลาด ด้วยสื่ออิเลคทรอนิคส์เพื่อมุ่งหวังให้เกิดการปฎิสัมพันธ์ในรูปแบบต่างๆกับลูกค้าหรือหุ้นส่วนทาง

ธุรกิจ.

Why Digital Marketing ? ¨  Consumer Behavior CHANGE!

§  SPEND Time at least 5-8 Hr /day (online) §  Last year- ออนไลน์เพิ่มมากขึ้นจาก 47.8% เป็น 57.2%

¨  NO SPACE FOR MASS MARKETING

¨  Competitors go online

Digital Marketing Strategy

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RACE SYSTEM 7

Reach “Awareness” KPI : ¤ NO. of Visitor ¤ NO. of Return

Vistor ¤ etc

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Act “Audience Act As we want” KPI : ¤ Page per visit ¤ Product page conversion ¤ Time Spent ¤ Bounce Rate

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Convert 10

“Convert to GOAL(S)” KPI : ¤ Member or Lead ¤ Sales ¤ Like, followers ¤ Revenue / Profit ¤ Fund Raising

Engage 11

“Long-Time Relationship” KPI : ¤ Fan Engagement ¤ Activity Participation

rate ¤ Virality ¤ Repeated Visit

Content Mktg & Relationship Mgt

Situation Analysis & OTSW Analysis

Audience Analysis

Audience Analysis (6 Options)

1.  Customer profile characteristics (demographics).

2.  Customer value – current and future. 3.  Customer lifecycle groups. 4.  Customer behaviour in response and

purchase (observed and predicted). 5.  Customer multi-channel behaviour (channel

preference). 6.  Customer personas including psychographics

What is your AUDIENCE ? ¨  Environment they live ? ¨  Age/Demographic ¨  Outlook toward their life and profession ¨  Work/School life like ? ¨  Passions & Interests ¨  How Technolonogy Savyy are they/Where to hang out

online ?

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SOCIAL Customer Era(Roles) ¨  Consume : ซื้อ/ตัดสินใจซื้อ ¨  Age of CONTENT Curation : กระจายข่าว ¨  Critics : negative critics

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Truemove – Shared by Mashable.com 17

https://www.youtube.com/watch?v=7s22HX18wDY http://mashable.com/2013/09/16/thai-ad-true-corp/

Competitor & Market Analysis ¨  Alexa.com ¨  Truehits ¨  Zocial Rank (zocialrank.com)

Alexa.com

Alexa.com – BSC Cosmetics

Who are our competitors ?

Comparison/Benchmarking Brand A Brand B

Global Rank  9,113,515 4,550,050

Local Rank N/A NA

Site Link 9 4

Comparison/Benchmarking Brand A Brand B

Search Marketing

Social Media - Followers TWT , Instagram -  FAN FB & Talking About

Offline Media Enhancement

Zocial Rank.com 24

Case : Lingerie Comparison

Brand A Brand B Brand C Brand D

Global Rank  623,942 1,919,878 8,435,477 3,266,701

Local Rank 11,508 NA NA NA

Site Link 34 192 5 25

OTSW Analysis :

OTSW Analysis : Opportunities ¨  The Year of MOBILE and no Lingerie Brand in

Thailand has TOP of mind on MOBILE ¨  No one is WINNER in Digital World (except in

global – Victoria’s Secret and adoreme.com ) ¨  Digital Target match OUR Target (21 - 45) ¨  Variety of Digital Marketing Media eg. FB,

TWT ,INSTAGRAM

OTSW Analysis : Threats

¨  Many Players in this segment ¨  Low switching costs of customers ¨  Brand Perception – Old-Fashion Lingerie

OTSW Analysis : Strengths ¨  High Quality Products ¨  High Sale per order ¨  Creditability - ความน่าเชื่อถือ ¨  High Loyalty - ความจงรักภักดีสูง ¨  Good Service mind perceived by customers ¨  Product Expertise ¨  Product Variety

OTSW Analysis : Weaknesses ¨  Low level of brand awareness including

¤  No Search result in TOP 1-20 Google in important Keywords ¤  No Ads on FB or Adwords ¤  Low level of Social media Appearances

¨  Delayed Fulfillment Process(from payment to packing) ? ¨  Use only Truehits to benchmarking and measurement ¨  Web Design , Copy and Photo not attract ¨  Perceived as old fashion

Google Analytics

Google Analytics

OTSW Conclusion Opportunities •  MOBILE Year •  No one is WINNER •  Digital Target match OUR Target (21 - 45) •  Variety of Digital Marketing Media

Threats •  Many Players in this segment •  Low switching costs of customers

Strengths •  High Quality Products •  High Sale per order

Weaknesses •  Low level of brand awareness including •  Delayed Fulfillment Process(from payment to packing) ? •  Use only Truehits to benchmarking and measurement

•  Web Design , Copy and Photo not attract

OTSW Analysis :

Objective Setting 35

Strategy OS > Lingeries Expert + More Advertising/PR ¨  Brand Awareness : Expert ¨  Brand Perception : Expert & High Quality ¨  Back Office Operation (WO Strategy) ¨  Website Redesign /MOBILE SITE+ Measurement

Tool

OBJECTIVE ¨  CLEAR ¨  MEASURABLE ¨  TIME FRAME

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Objectives Setting – End of 2013 ¨  Increase Brand Awareness with Measurement of Visitor

of 5000 uip/day(existing 1000) ¨  Target Sales per order = 3500 bht / order ¨  No. of Target Order = 25000 ¨  Target Sales Vol. = 40 M ¨  Increase brand perception on Teenager Brand A and

Other Mid & First Jobber ¨  Acceralate fulfillment process : 1-3 Days

DIGITAL BRANDING

“ Digital Branding = Digital Publishing ” เรื่องเดียวกัน เล่าผ่านDigital ให้ตรงใจ

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Why choose brand?

¨  Belief – This Brand Is my personality reflection ¨  Proud – Use this brand , proud to use ¨  Ability to afford - มีตังค์จ่าย ไม่ว่าตังค์มาจากไหน

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Brand Perception

What do we want target remember in her/his mind ? -  Elegant -  Cheap -  Luxury

-  High Quality -  ? -  ?

Target Market ¨  Female ¨  Age 21 – 45 ¨  Income 15000 + ¨  Always On LifeStyle ¨  High Quality Product at reasonable price ¨  People that need lingerie expert

Strategy ¨  Increase Awareness via Digital Marketing Tactics(Today)

¤  Search Engine ¤  Social Media ¤ Mobile ¤ Other Advertising ¤ Online Events ¤ Offline

¨  Increase Sales by promotion means (Next)

Digital Marketing Tactics

Electronic Devices ¨  Computer Desktop & Notebook ¨  Mobile Devices

¤ Mobile Phone ¤  Smart Phone ¤  Tablets

¨  Game Consoles eg. Nintendo , x-Box ¨  Digital Signage

Computers - website

http://www.modny73.com/inspiration/30-sexually-alluring-lingerie-websites-to-blow-your-mind/

Mobile Devices

Games Console

Digital Billboards

Thailand e-Commerce 2013 ¨  พฤติกรรมคนไทยจะซื้อสินค้าทางออนไลน์มากขึ้น (Online Shopping Behavior

Shift) : (NETEC) พบกว่าคนไทยซื้อสินค้าทางออนไลน์เพิ่มมากขึ้นจาก 47.8% เป็น 57.2%

¨  แค็ตตาล็อกออนไลน์สู่ร้านค้าออนไลน์เต็มรูปแบบ (E-Catalog move to E-Tailor)

¨  สินค้าอุปโภคบริโภคจะเริ่มเข้าสู่โลกการค้าออนไลน์มากขึ้น (FMCG Goods Go Online)

¨  คนไทยจะช็อปผ่านมือถือและแท็ปเล็ตเพิ่มมากขึ้น (Growth of Mobile Commerce) ¨  การชำะเงินผ่านบัตรเดบิต (บัตรเอทีเอ็ม) จะเติบโตมากขึ้น (Raise of Debit Card

Payment) : กลุ่มคนที่ถือบัตรเดบิตที่มีมากกว่า 35 ล้านใบทั่วประเทศ

¨  Online Advertising Growth Rate > Traditional Advertising

Thailand e-Commerce 2013 ¨  บริการขนส่งและชำระเงินที่สมบูรณ์แบบมากขึ้น (Better shipping and

payment service quality) – COD , Fullfillment etc

¨  โซเชี่ยลมีเดียสื่อและช่องใหม่ในการสร้างยอดขาย (Social Media Communication Strategy)

¨  การแข่งขันด้านโปรโมชั่นและการตลาดทางออนไลน์ (Online Promotion and Online Marketing)

¨  คนทำงานและธุรกิจด้าน E-Commerce จะเติบโตอย่างมาก (Resource and Business relate with E-Commerce will growth)

Digital Marketing Tools ¨  Websites Marketing ¨  Search Engine Marketing ¨  Email Marketing ¨  Referral Marketing ¨  Social Media : Ads and Content ¨  Game(Non-Mobile) ¨  Display Ads ¨  Mobile : SMS , MMS , APP , MOBILE ADS, Mobile GAMES ¨  Inbound Marketing : ยั่วใจให้มาแล้วทำให้เป็นลูกค้าซ้ำซะ! ¨  Affiliate Marketing ¨  Online Marketing Research

Website Marketing •  Initially Communicate our brand digitally

•  Detail on What we are and What you want

FACT : 633 million websites in the world in 2012 – a rise of 78 million (28%) in 2011 (http://techlogon.com/2011/11/15/how-many-websites-are-there-in-the-world/)

¨  Domain อ่านง่าย ตรงใจ ตรงแบรนด์ ¨  Reflect Brand Positioning and Impression ¨  Website Should be viewd safari/IE/Firefox (browser) ¨  Build for multiple devices – computer/tablet(iOS or

android) ¨  Avoid Flash , use HTML 5+ instead ¨  Proper content updating

Good Website 1

¨  SEO Compliant ¨  Social Graph Attached ¨  Social Bookmarking Attached ¨  Content is KING! ¨  At least one person contributing to content

Good Website 2

Good Website

Example

Example

Example

Example

SEM (Search Engine Marketing) “ Use search engines on all devices to make our brand presence

SEM (Search Engine Marketing) 1.  Search Engine Optimization (SEO) – Natural Search

Optimization 2.  Paid Search – pay per click(PPC),yahoo

marketing ,google adwords etc

SEM - Examples

SEM Example

SEM : Search Engine Optimization (SEO)

is the process of improving the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic" or "algorithmic") search results using proper keywords/keyphrases

WHY SEO ?

•  63% จะสนใจ Click เข้าไปดูผลการค้นหาจาก หน้าแรก •  42% จะ click อันดับ 1 ในผลการค้นหาแบบปกติ

( SEO ) •  23% จะ click ผลการค้นหาแบบ PPC

•  ผู้ใช้โดยทั่วไปมักจะ Click ที่ 1-3 อันดับแรก โดยไม่ดูว่าข้อมูลตามที่ต้องการหรือไม่

•  23% จะ click เข้าไปดูผลการค้นหาหน้าที่ 2

SEM : Search Engine Optimization (SEO) & SOCIAL MEDIA

§  Help Content Indexed Faster §  Increase Ranking for terms in the share

(epecially “SHARING in G+)

SEM : PAID SEARCH

“ the process of improving the visibility of a website or a web page in a search engine's by paying to Search Engine “

PAID SEARCH : GOOGLE ADWORDS

¨  PAY to Google When a visitor click our ads ¨  Bidding process ¨  Not highest bid ads will always be displayed ¨  Displaying Ads and ranksdepend on quality

score and bid ¨  Better to hire Google Adwords Specialist

PAID SEARCH : GOOGLE ADWORDS

•  PAY to Google When a visitor click our ads •  Bidding process •  Not highest bid ads will always be displayed •  Displaying Ads and ranksdepend on quality

score and bid •  Better to hire Google Adwords Specialist

Display Network

About.com

Social Media

“จิตวิทยามวลชน ชัดๆ !”

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SOCIAL MEDIA 73

Social Media/Social Networking

Facebook User

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TH Net Users = 25 M TH FB Users = 23 M

Soource : http://www.techinasia.com/thailand-18-million-social-media-users-in-2013/

FB Demographic 75

FB Demographic

FB Demographic

FB Demographic

FB Demographic

FB Demographic

FB Demographic

FB Demographic

FB Demographic

Facebook Page

Facebook Page

www.facebook.com/gothaitogether

Facebook Page GUIDELINE •  PROMOTE VIA APPs เท่านั้น

•  ห้ามประกาศรายชื่อผู้โชคดีผ่านหน้า page post , message , chat

¨  Source : https://www.facebook.com/page_guidelines.php

Facebook Page TIPS

•  Custom Tabs

Facebook Page TIPS

•  Add Facebook Plugins to website •  VERY IMPORTANT **** : POST QUALITY POSTS

> relevant to your business (70%) > At Least 4 times post > Avoid use same post everyday eg good morning, etc > Reply All comment for inquiry or complaints on posts by fan.

Facebook Page: ผงหอมศรีจันทร์

Facebook Plugins

Facebook App Campaign Pedigree - ตรวจยิ้มน้องหมา

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https://apps.facebook.com/dentastix_pedigree/

Brand: Pedigree Product: เดนต้า สติก Campaign: ตรวจยิ้มน้องหมา Period: 1 สิงหาคม - 7 กันยายน 2556

Facebook App Campaign Pedigree - ตรวจยิ้มน้องหมา

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¨  Gamification ¨  เล่นเกมส์ ได้ของรางวัล

¨  Share ให้เพื่ิอน

Social Media/Social Networking 93

¨  \

Social Media : TWITTER

¨  Twitter is CONVERSATION

¨  News Feed

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Social Media

LBS = LOCATION BASED SERVICE

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SO = SOCIAL LO = LOCATION

MO = MOBILE

Foursqaure Case

Most users are men, however, and some 70 percent are between 19 and 35 

Foursquare Cases

Social Media : INSTAGRAM

¨  INSTAGRAM

=

¨  LBS + Twittter

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99 Social Media : PINTEREST

Social Media : PINTEREST 100

Social Media : Youtube – LG TV 101

http://www.youtube.com/watch?v=ynvKWYvyCqw

LG ต้องการนำเสนอ ความสมจริงของ TV

จับคลิปขโมยทุบร้าน มาทำโฆษณา viral

“ไม่ต้องทุบกระจกเข้ามาหรอก เแค่เดินเข้ามาธรรมดาๆ เพราะว่าตอนนี้ร้านเราลดราคาถึง 40 %” 

http://www.youtube.com/watch?v=kYinwiH9pD0

Social Media : dating 103

Social Media : WAYN 104

Social Media In Sales

Mini / Micro Site 106

http://www.mahaphant.com/granadaroof/

Mini / Micro Site 107

Mini / Micro Site 108

BANNER /RICH MEDIA 109

BANNER /RICH MEDIA

http://www.pondsfacialfoam.com/clay/#/dance/

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Email Marketing 111

Mobile Marketing 112

MOBILE & NOTEBOOK

http://qz.com/41460/tablets-will-outsell-notebooks-in-2013-for-the-first-time-ever/

Mobile ADS/APP 114

Admob = google , google adwords mobile Iad = Apple (http://advertising.apple.com/)

Tablet APPS 115

User-Generated Content •  Blog > hire blogger influences •  WEBBOARD > Seeding the topics •  Facebook Post by who like us •  Instagram •  Twitter •  Etc

Offline •  Use Twitter Tag in the EVENTs •  ONLINE CRM === > Offline Event •  Tagging in instagram •  CO-Partner

Control and Measurement(ROI) ¨  Website/Mobilesite/app

¤  Visitor

¤  Sources

¤  Sales per order

¤  Sales Volumn

¤  Subscribers/member

¤  Bounce Rate

¤  etc

¨  Ads ¤  CTR = Click through rate

¤  Sales Conversion

ENDS – Class 1