Angel Tong

2011 Online Media Proposal for

Angelface

Global Online Market Predictions

2011

2.

2011 Global online Market predictions

Online Marketing Will Get an Even Bigger Chunk of Marketing Budgets

2011 Will be the Coming of Age Year for Social Media Marketing

Mobile Marketing Set To Take Off

Personalized Marketing to Jump to the Next Level

Marketing Analytics Will Become More Advanced

Search marketing continues to evolve and expand

Metrics continue to become more sophisticated

Offline marketing continues to expand its reach online

Mobile Internet – Unprecedented Early Stage Growth

Source: ineedhits: http://blog.ineedhits.com/small-business-news/2011-predictions-online-marketing-trends-23388825.htmlMarketingbones; http://marketingbones.com/online-marketing-trends-for-2011Morgan Stanly Resrach :CM Summit_New York City

1.

4.3.

5.6.

8.7.

9.

The Objectives

Drive Sales/Lead to Salon and online store

Drive traffic for blog.angeltong.com

Maintain brand engagement

Optimize the cost and performance

China 2011 :HK$1 M

Hong Kong 2011 :

HK$2.2M

2011 Budget Allocation

XMO Tracking

SEMFacebook

Banner

Tactic

Seeding

Leads

Sales

HK Media Plan Strategies

• Keep Yahoo HK Article Module, Beauty Exchange sponsorship and seeding for subtle branding purpose (~ 30% of budget)

• SEM/Remaining banner placement are mainly for sales/performance driven (Yahoo HK, Mingpao, Facebook, Maximizer banner will run CPC) • Heavy up on social media to strengthen the image (e.g facebook fan page management, fan page poll ad)

Budget Summary –Hong Kong(2011)

70%

30%

Campaign Purpose

Performance Branding

23%

10%

4%9%8%

7%

27%

11%

Portals Budget Split

Yahoo HK BannerFacebookMingpaoBeauty ExchangeMaximizerSeedingYahoo HK SEMGoogle HK SEM

China Online Market Predictions

2011

China Online Market Predictions 2011

Source: 新华网 , Iresearchhttp://chenlilong84.blog.163.com/blog/static/1664431200811891946943/

1. China Domestic social networking market in 2011 will be nearly 10 billion

2. Continued growth in online shopping market in China

3. Rapid growth of Internet advertising market

4. Search engine marketing (SEM) achieve explosive growth

5. Diversified forms of online advertising brand

6. Online Advertising will become a new era of rich media

7. New carriers emerging online advertising and marketing

8.

China Media Plan Strategies

•Focus on Guangdong Market

•Campaign is for both branding(明星瘦身老師 ) and sales driven

•Create a separate column to promote明星瘦身老師 at the blog

•Search Engine Marketing + CPC banner placement (Beauty related network) to increase cost efficiency

Budget Summary –Hong Kong(2011)

50%50%

Campaign Purpose

Performance Branding

13%

6%

22%

16%

27%

16%

Portals Budget Split

Baidu SEMGoogle CN SEMQQBaidu NeworkMSN CNRenren

Appendix II – Screencap - China

Yahoo HK – 健康生活 Article Module

Yahoo HK – Run of site – Standard Banners

Facebook – Poll Ad

Facebook – Run of site – Social Ad

Mingpao – Run of site– Standard Banners

Maximizer - Run of Lady Network – Standard Banners

Yahoo HK - SEM

Google HK - SEM

Appendix I – Screencap – Hong Kong

MSN.com.cn – standard banners

RenRen – ROS - Social Ad

Google CN SEM

Baidu SEM

Thank you!