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The Unified Experience: Beyond the Checkout Cart
Ta n i a L a u | D i r e c t o r o f M a r k e t i n g , Ya h o o H o n g K o n g | M a y 2 0 , 2 0 1 5
Yahoo 2014 Confidential & Proprietary.
Source: Ipsos Media Atlas 13’Q1-Q4; Best describe medium – Help you decide what to buy
#Internet is the most influential medium on
purchase decision
39% think Internet is the best medium
to help them decide what to buy
18% think TV is the best medium
to help them decide what to buy
10% think Mobile is the best medium
to help them decide what to buy
8% think Newspaper is the best medium
to help them decide what to buy
Yahoo HK eCommerce Purple Paper 2014
#90% have researched a product/service on smartphone
『電子商貿紫皮書』數
據顯示:
66% 網購人口有用手機逛購物網站或APP的習慣
64.1% 手機購物族每星期用手機逛購物網站超過一次
十大最受「手機購物族」歡迎的網上購物購物網站十大
6:00 – 9:00am
8:00 – 11:00pm
Source: Yahoo x Mindshare Mobile Behavior Study 2013
Mobile Shopping
#Mobile shopping prevails from 2000-0300
#Mobile shoppers are more affluent aged 25 to 44
40% PMEB (professionals, managerial, entrepreneurs,
business owners)
+12% MHI @$44,700
Higher monthly household income than average
respondents
Source: Yahoo HK Ecommerce Landscape Report 2014, Age 15-54; Samples 3,198
Female
54%
Male
46%
20%
26%
28%
26%
17%
29%
33%
21%
15-24
25-34
35-44
45-54
Age All Mobile Shoppers
#F&B and fashion topped mobile shopping
Source: Yahoo HK Ecommerce Landscape Report 2014, Age 15-54; Samples 3,198
Dining Offers • Clothes
• Accessories
• Shoes & Bags
Household Products Entertainment Services
Cosmetics
#reasons for mobile shopping
Source: Yahoo HK Ecommerce Landscape Report 2014, Age 15-54; Samples 3,198
10
Search
online for
airtix deal
& related
info
Seek views
on social
Check out
deals @
agent
Compare
deals
on/offline
Bought
limited
airtix
offer
online Chose to
redeem @
agent
Deals site
rewarded
her with
discount
code Automatic
email and
in-app
notification
sent
Start Finish
Check
reviews on
forum /
blog
Receive
further
travel offer
update via
eDM
#A typical consumer journey nowadays
SOURCE: Digital log-file data n=201 INFORMATION: All edges (lines linking nodes) are proportional to the volume of journeys made between these nodes.
#Purchase journeys can be extremely complex – a multi-path experience in an omni-channel environment
Reach% of on- and online touchpoints
20%
35%
38%
47%
49%
56%
56%
68%
69%
75%
91%
91%
Travel Metasearch Website / App
TV & Radio (Ad, Program)
Social media_Facebook (Travel…
Store visit
Destination Website /App
Review, Forum, Blogs (Travel…
Print Media (Ad, Article)
Travel Advisor Website /App
Airline Website / App
Online Travel Agent Website / App
Word of Mouth
Search Engine (Travel Related)
Reach of offline touchpoints
(claimed in surveys)
Reach of online touchpoints -
Desktop & Mobile (measured)
N=322 Online Panel Behavior Tracking | N=191 Diary survey offline touchpoint users (weighted)
#Understand online and offline roles –
each piece of the consumer’s experience should be
consistent and complementary
Yahoo 2014 Confidential & Proprietary. 13
Align your brand with leading
content properties, and events
Deliver strong results from brand
awareness to sales conversion
Seamlessly
integrate ads
with Yahoo
content
Connect with hundreds of millions of
searchers across devices
Amplify campaigns with precise
targeting, data, and reach
Yahoo delivers a better way The only unified solution and advertising experience to close the loop in one place
ECOMMERCE
SEARCH
PREMIUM
AUDIENCE
NATIVE
VIDEO
#Consumers are seeking ubiquity – an omni-channel experience
Awareness Marketing
Consideration Engagement
Purchase Conversion
Redemption Fulfillment
Cross Media & Multi-platform Digital Experience Influence the Journey
Note: AIDA Model
Loyalty CRM
#Fast facts of Yahoo Shopping
4th anniversary for Yahoo Deals in June 2015
#1 Daily Deals platform in PV, UU comScore Sept 14’
35%+ transactions from Mobile, higher on weekends
Top categories are F&B, travel, beauty and appliances
30 Audi A1 in 1 week - 2012
160,000 Mochi Sweets vouchers in 1 week - 2012
30,000 Ocean Park tickets in 2 weeks - 2013
100,000 Taipan cash vouchers in 2 weeks - 2013
65,000 hand-shredded chicken vouchers in 2 weeks -
2013
3,333 air tickets to Taipei in 10 mins - 2014
#Yahoo 15 For Here We Dare Creativity Project
15 Golden Creative Week – Kickstarter Fund
Local buzz illustrators, designers and brands put their concept product for sale on Yahoo Deals
Total 15 conceptual products on sale
Driving
O2O
#Ongoing effort to deliver better ROI Leverage Yahoo unified solution to maximize prospect reach, drive scale and achieve cost efficiency
Traditional Marketing Campaign
AXP Internal 18
Unified Digital Solution