digital marketing developments part iii

Digital Marketing Developments Part III

EMMA LYDON

@[email protected]

cornwalldigital.co.uk

Cornwall Digital Meetup Group

Digital Marketing Developments Part III

Rob EdlinConsultant, Trainer and PresenterOnline Marketing & Advertising


The mobile usage tipping point

Design & build your website for

Tablets & Handheld Devices

also consider how it might work on a desktop or laptop too


Attractions


Restaurants


Hotels


e-commerce


fvm.withgoogle.com


Universal Analytics


Cross Device Tracking


Offline Tracking


Social & App Tracking


(not provided) in Google Analytics


Future sites, SEO and tracking

• Infinite Scroll Websites– Search Engine Optimisation– Tracking– Advertising– Examples

• www.google.co.uk/nexus/7/• www.wabbaly.com/parallax-scroll-effect-web-design/• www.awwwards.com/websites/infinite-scroll/• www.creativebloq.com/web-design/parallax-scrolling-1131762


If you’re not mobile you’re missing out


Rob Edlin

niddocks.comtwitter.com/niddocks

facebook.com/niddocks

14 March 2011

Digital Issues: Real World SolutionsSeptember 2013 Update

25/9/13

14 March 2011

IP Misconceptions

14 March 2011Copyright – The Building Blocks of the Web - A

Hidden Asset

• Source Code

• User generated Content

• Skins

• What about ownership

• Recent Extensions – search results

14 March 2011

Trade Marks: The Cornerstone of your Reputation

14 March 2011

Common Misconceptions

Company Name

Domain Name

Trading Name

14 March 2011

Key Words & Social Media

• Be careful to avoid confusion;

• Consider the risks of comparative advertisements.

14 March 2011

The New Wild West?

• Twibel - The law treats every social media post in the same way it would treat a newspaper article;

• Data Protection – New fines and repercussions;

• Distance Selling Regulations – restrictions on cash flow

14 March 2011

Online Marketing

• Criminal Charges for false reviews;

• Transparency of commercial relationship;

• ASA;

• Cookies & other tracking tools.

14 March 2011

The information in this presentation is intended to be general information only and should not be interpreted as legal advice. English law is subject to change so whilst Stephens Scown LLP seeks to ensure the information contained in this presentation is up to date and accurate, the law can change quickly and no guarantee is made as to its accuracy which means the information should not be relied upon. Presentation slides should not be viewed as an alternative to professional advice and Stephens Scown LLP does not accept liability for any action taken or not taken as a result of

this information.

14 March 2011

Marketing to Chinese consumers

Opportunities for Western businesses in China

Fenghua Mo (Sammi)

September 2013

Digital Marketing Developments 2013 part III

Content

WHAT

Why China?

Export to China?

China = Opportunities

Chinese internet users


Thanks

Market Me China Limited - “One-Stop-Shop” of Chinese Online MarketingRegistered in England and Wales, Company number 8554088Registered Address: 8 Manor Close, Church Lane, Lelant, St Ives, Cornwall, TR26 3DR, UKWeb: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734

Why China?


The world's second largest economy. The world's second largest economy.

The world’s fastest-growing major economy.The world’s fastest-growing major economy.

Wealth growthChina middle class to reach 600 million users by 2020.That is three-quarters of urban Chinese households and 45% of the entire population. (Source: China.org.cn)The Chinese middle class is leading the change in consumption habits.

Wealth growthChina middle class to reach 600 million users by 2020.That is three-quarters of urban Chinese households and 45% of the entire population. (Source: China.org.cn)The Chinese middle class is leading the change in consumption habits.

http://www.china.org.cn/china/2012-11/03/content_26996684.htm

http://www.china.org.cn/china/2012-11/03/content_26996684.htm

Export to China?


Are the opportunities only open to thosewho have goods to export to China?

Are the opportunities only open to thosewho have goods to export to China?

(Misunderstanding 1)(Misunderstanding 1)(Misunderstanding 1)(Misunderstanding 1)

Export to China?


Spending patterns of the Chinese middle class: Increased spending on better goods and services.

Spending patterns of the Chinese middle class: Increased spending on better goods and services.

Focus on Good Quality Focus on Good Quality

China = Opportunities


China: Huge Opportunities in these sectors! Dairy Products: China is already the biggest importer of milk and soya bean, but the country’s voracious demand for dairy

products is expected to rise a further 60 percent over the next decade. (Source: FT.com)

Real Estate: Chinese to spend billions on American real estate. The United States is the country of choice for China

buyers. Canada, Australia and the UK come in next respectively. (Source: Forbes)

Overseas Education: The latest report from a China-based overseas study service says the US is the top choice for

Chinese students' overseas study, followed by the UK and Australia. (Source: China Daily)

Luxury Goods: China will account for approximately 20 percent, or 180 billion Renminbi ($27 billion), of global luxury sales

in 2015. (Source: McKinsey)

Healthcare: Spending on healthcare for China’s vast population is on a fast track to reach $1 trillion by 2020. (Source:

McKinsey)

Overseas Travel: Chinese travellers are the world’s biggest spenders: £67 billion while traveling abroad in 2012. (Source:

United Nations World Tourism Organization)

…



By June 2013By June 2013

Chinese internet users are growing year on yearChinese internet users are growing year on year

(Infographic source: Go Globe)(Infographic source: Go Globe)



(Infographic source: Go Globe)(Infographic source: Go Globe)



Two key questions:

How to get found by your Chinese target audience?

How to build trust for your brand in China?


Get FoundSolution 1: Build a Chinese website

In the online world, a Chinese website has the chance to get found by the Chinese audience and become the hub of your Chinese marketing activity.

Translation?

Misunderstanding 2: building a website is not just about translating it into Chinese.

Localisation: Culture difference, Products adaptation, Regulations, Chinese SEO,

Chinese social media, Mobile website available …



Mid-Autumn Festival

Have you had a Starbucks’moon cake?



Which number is good for Chinese culture?

“14 years experience in Real Estate”or

“Nearly 15 years experience in Real Estate”

Culture difference: No. 4 is an unlucky number in Chinese, sounds like the word "death". Due to that, many numbered product lines skip the "4": e.g., Nokia cell phones (there is no series beginning with 4), Canon PowerShot G's series (after G3 goes G5), etc.

Anchor: Real Estate Agency in NYCAnchor: Real Estate Agency in NYC


http://www.manhadungongyu.cn/

http://www.manhadungongyu.cn/


KFC USAClean and

simple

KFC ChinaMore is better!

1. Order online2. News3. KFC App4. Order on App5. Food Safety6. Children's playground7. Exercise every day (Campaign)8. Social media: Weibo, Renren9. Downloads10.Recommended meals11. Brands synergy: Chinese luxury lunch

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GameLearning

Browse

Entertainment

Shopping

Get FoundSolution2: Targeted online ads

Connecting to the internet, wherever you browse, the targeted ads are covered across the internet …

Social

Finance


Targeted online ads on Baidu, Qihoo360, Sogou, Sina and Tencent Search ads

Display ads

Social ads

Mobile ads


Communication

Build TrustSolution 3: Authoritative media

The Chinese trust an authoritative voice.Create hot topics and branded press releases to broadcast across through authoritative media:

Four major portals

Industry media

Vertical media

Local media



Build TrustSolution 4: Awards + Accreditations

This will enable you to build trust betweenyou and your Chinese customer.


Jarrang Chinese websiteJarrang Chinese website


http://www.jarrang.com/cn

http://www.jarrang.com/cn


Build Trust

Solution 5: WOM marketing

Word of Mouth marketing: the Chinese trust peer-to-

peer recommendations.

Create and update the optimised hot topics

Baidu marketing

Weibo marketing

WeChat marketing

QQ group marketing

Blog marketing

Forum marketing



Thanks to the internet!

Thanks

Market Me China One-Stop-Shop of Chinese Online Marketing helps you to solve these two key problems and assist you to reach your Chinese target audience and increase your brand awareness and reputation rapidly and effectively all over the internet in China.

The internet brings

the world together!

The internet brings

the world together!


Thanks to the internet!

Although we are based in Cornwall, we work

with clients from the UK, USA, Europe and

Australia.

We believe you will achieve the best result if

you use the most appropriate marketing

strategy at the right time.

Thanks


Great thanks!

Angelo Spencer-SmithWolf Rock Ltd

Angelo Spencer-SmithWolf Rock Ltd

Emma LydonLydon Marketing Ltd

Emma LydonLydon Marketing Ltd

Rob & Andrea EdlinNiddocks Ltd

Rob & Andrea EdlinNiddocks Ltd

Stafford SumnerJarrang Ltd

Stafford SumnerJarrang Ltd

Andrew Leon WalkerRame Marketing Ltd

Andrew Leon WalkerRame Marketing Ltd

Thanks

Win-Win

Market Me China - Marketing the world to China!

Assisting you to enter the Chinese market via One-Stop-Shop of Chinese Online Marketing.

Contact us today: Website: www.marketmechina.com Email: hello@ marketmechina.com Tel: +44 (0) 1736 757734


Questions?

digital marketing developments part iii

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