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Shanghai Jiao Tong University EMBA class

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  • 1. Shanghai Jiao Tong University EMBA class By Ralf Hirt, Managing Director, Asia Pacific Tony Cheung, Regional Director, Greater China Shanghai, December 3 & 4, 2004 We Make Marketing Work Better

2. Agenda

  • Friday
  • Big Picture e-business and Society
  • in China - Fundamentals
  • New marketing and Communication
  • Infrastructures
  • Online as part of integrated marketing
  • Saturday
  • Campaign Planning & Measurement
  • Market Trends and Benchmarks
  • Case Study
  • Hands-On Session

3. Emarketer Study on China 4. Emarketer Study on China 5. Emarketer Study on China 6. Emarketer Study on China 7. Emarketer Study on China 8. Impact and Opportunities New Marketing and Communication Infrastructures

  • Branding
  • - Multi-Nationals build brand awareness in China
  • Chinese companies start building own brands
  • Chinese companies go global with their brands
  • Chinese companies acquire companies and brands abroad

9. Impact and Opportunities New Marketing and Communication Infrastructures

  • 2. Pan Asian Outbound Inbound
  • Building markets
  • Selling
  • Sourcing
  • Sharing

10. Impact and Opportunities New Marketing and Communication Infrastructures

  • 3. Facilitator for SME
  • - Opportunity vs. Risk
  • Window to the markets
  • 4. Marketing and Communication Backbone
  • Gravity and Reach
  • 5. Education in a Knowledge Based Economy

11. Online as Part ofIntegrated Marketing 12. DoubleClick Inc.

  • 1500 employees, growing
  • HQ in New York
  • Nasdaq: DCLK
  • Market Cap: approx. 1 billion USD
  • In China since 2000: Beijing; Shanghai, Guangzhou
  • In Hong Kong since 1998
  • Founded in 1996
  • Ads served per day: 4 billion plus
  • Emails sent per quarter: 2 billion plus

13. What DoubleClick Does? Enterprise Marketing Management MRM Workflow Management Campaign Management Cross Media Planning MRM MediaVisor Brand and DRAdvertising DFA, DART Search,DART Motif Website Analytics Analysis and Optimization Campaign and Website DFA ReportCentral, SiteAdvance Customer DataIntegration Data solutions Data transfer Cross-Channel Remarketing Online, Email, Call center,Website Boomerang, DARTmail, Ensemble 14. Media Consumption Source:Online Publishers Association/MBIQ Media Consumption Study, May 2003 At Work 15. Reallocation = Same Budget, Better Results Originally Allocated % Online: Changed to Recommended % Online:

  • +14%
  • --
  • +8%*
  • --
  • --
  • +8%
  • +20%
  • +34%
  • --
  • Intent
  • Imagery
  • Awareness *

Results * Overall Increase in all Brand Metrics Source: Internet Advertising Bureau, (IAB) 13%Online 15%Online 1% 2% 7% 11%Online 16. Trends Were Seeing

  • Consumers are shifting their media consumption habits with more time spent online
  • Consumers are browsing and buying across channels
  • Marketers are responding by building multi-channel marketing strategies

17. What is Multi-Channel Marketing?

    • Order Channels
    • Offer Channels

Advertising Catalog/Other DM Telemarketing Email Online Advertising Website Retail/Outlet Stores Catalog/Mail Order Call Center Website Consumers exposed to integrated marketing messages in multiple channels which motivates them to purchase in others. 18. 57% of multi-channel shoppers browsed in one channel, purchased in another

  • Online often sends shoppers to purchase at retail

Catalog Retail Store Online ?% 19% 5% 16% 43% 6% 11% Base = multi-channel shoppers buy browse DoubleClick Multi-Channel Shopping Study: Holiday 2003, January 2004 19. Triple-channel shoppers most valuable, spending over $1,000 Base = multi-channel shoppers DoubleClick Multi-Channel Shopping Study: Holiday 2003, January 2004 20. Whats the Challenge for Marketers, Publishers and Agencies?

  • D A T A

too muchof it what does itmean ? will itintegrate ? how can Iacton it D A T A D A T A 21. Marketers, Publishers & Agencies Need to.

  • Identifyandcommunicatewith the right target
  • Streamlineandautomatecampaigns . faster, cheaper, better
  • Measure ROIwithin and across channels improve performance and grow business

22. Thank You. More Tomorrow , or please contact us any time at[email_address]/[email_address]

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