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CONFIDENTIAL | Copyright © 2009 Sozon Inc. 2
The Asian Online Landscape
SEO at 32% of the share is the strongest driver of traffic in Japan
- Impress Internet R & D Whitepaper 2007
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 3
0%
20%
40%
60%
80%
100%
2000E 2001E 2002E 2003E 2004E 2005E 2006E 2007E
North America Europe Asia/Pacific Latin America Rest of World
Geographic Distribution of Internet Users (MM)
390 490 620 723 850 975 1,120 1,299
Note: ROW denotes Rest of the World | Source: Morgan Stanley Research
Asia (547MM users, +24% Y/Y); Europe (336MM, +10%); N. America (211MM, +3%);
LatAm (110MM, +17%); ROW (95MM, +27%)
Asian Internet User Growth
Internet Users 15+: comScore World Metrix, April 2008
Asia now comprises more than 40% of the world’s Internet users & is still growing rapidly!
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 4
Source: Morgan Stanley Research
Mobile eCommerce: Japan
MicroTransactions via SMS: Philippines
Most Online Users: China
Online Gaming: China
Mobile Search: Japan
Social Networking:S. Korea
Blogging: Japan
Broadband:S. Korea
Asia also leads the world in many categories…
eGovernment:S. Korea
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 5
Regional Search Spend Growth
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
2005 2006 2007 2008e 2009e
Japan Korea Australia China
• Japan, Korea & China represent almost 82% of Asian online ad spending in 2008
• Japan represents the biggest search market in Asia
• Korean search is proportionally the highest spend (almost 60% of total online spending)
• China is the largest growth market
Mill
ion
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 6
1. APJ Internet user markets are still expanding rapidly, especially in SE Asia, China & India. More users means more searches.
2. APJ online advertising markets are still maturing in terms of overall spend. So search will only become more important as a tactic as online spending increases.
3. Search Marketing’s measurable effectiveness makes it more of a sure thing than many other forms of advertising both online & offline.
4. Traditional advertisers now see search’s place in the broader realm of brand building and maintenance.
5. The growing complexity of what is available online leads users to need search more than ever
6. Growing sophistication among users leads them to search with increasingly wordy keywords, which leads marketers to bid on more keywords
7. As paid search marketers in APJ become more experienced & sophisticated, they will bid on more keywords and generate better performances
8. There is a growing understanding that search is not just paid advertising, this in turn boosts companies investments in SEO
9. As ecommerce growth continues with emerging economies (i.e. buying online), this will translate into more value and higher volumes in searche
10. Search is increasingly not just for websites, but also for specific content such as video, so the scope of search is also expanding
10 Reasons Search will continue to grow across Asia
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 7
60%18%10%
55%45%
60%10%20%
27%64%
20%70%5%
20%75%
25%51%
23%43%10%
43%31%11%
21%71%4%
Search Engine Market Share in Asia5%11%77%
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 8
3 Key differences in North Asia Search
1. Language & Culture• Localization is essential• Keyword / Copy complexities• Technology - Doublebyte & API’s
3. Unique Search Engines• Local Players - Baidu, Naver, Yahoo• Unique Ad Layouts & Structure• Different approach to Natural Search
5. Multi Channel • Mobile Search• Offline Search Integration• Click to Call• Video / Social Media content
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 10
The Japanese Online Advertising Market
By 2011, Search will represent 36% of all web based online ad spending, with Mobile Search forecast to represent 40% of all mobile ad spending by 2011
Dentsu Ad Report, 2007* Includes banner, text, rich media, streaming video, tie-up and e-mail ads;** Includes image, text, tie-up, e-mail and (from 2007 onward) mobile search ads
0
50
100
150
200
250
300
350
400
450
2005 2006 2007 2008 2009 2010 2011
Fixed Internet ads* Search ads Mobile ads**
¥ B
illio
n
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 11
Japanese consumers are online:
“More than 70% of the population are internet
users. Approximately 88.9 Million users….”
“There are more than 90 Million mobile internet users. (the largest in the world)…”
— eMarketer, 2007
And use search engines:
“ 92% of internet users use search engines to find information”
“51% of mobile users, use search engines”
- ComScore, 2007
“75% of the Japanese respondents said that if they could not find the company in the search results, their image toward that company would go down.
— Japan Ministry of Affairs Report, 2007
And it works!
“SEO (32%) and SEM (25%) are considered the strongest drivers of traffic in Japan by Japanese marketers.”
— Impress R&D Whitepaper, 2007
“32% of users that have seen a ‘keyword search ad on TV or a train, had actually used
that keyword in a search”
— Goo Research, 2007
Search influences 20%-30% of all purchases made at retail locations.”
— eMarketer 2007
Search Marketing in Japan..
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 12
The Japanese Engines
Natural Search Listings
Paid Search Listings
Distribution PartnersDistribution Partners
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 13
• On Yahoo users tend to read only the first 2-3 words of each search result and then just scan towards the bottom of the page
• Google Japan users tend to read more of the title and descriptions of the search results page when compared to Yahoo
Japan – Comparative User Search Patterns
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 14
Mobile Search is growing fast
Mobile internet users, exceed PC based Internet users in Japan, back in 2005.
Previously Mobile traffic was largely driven & controlled by network directories (menu’s) which only accepted “official sites”.
Mobile search has opened up ‘user access’ to all mobile content, sites and eCommerce.
Small screens & fewer results are leading to much higher click through rates and responsiveness compared to web search.
Searches tend to be much higher on the weekends & outside hours reflecting ‘mobile’ nature of use.
Search is expected to constitute 40% of all mobile advertising by 2010.
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 15
81% have used Yahoo! Mobile with Google mobile second with 41.5%
Mobile Search Engine Usage
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 16
In Japan - Search is “Cross Media”
“It’s a button on your phone” “it’s a keyword on every ad!”
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 17
Japan Search Box & Keyword Integration
The majority of both television & train advertisements in Japan have a keyword in a search box as the primary user action, often with no URL.
A recent Goo Research Survey (Jan 2007) found that:– More than 60% of consumers surveyed had seen a television advertisement that asked them to search for a
key word? – More than 32% of those that had seen the ad, had then actually used that keyword in a search.
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 19
The Korean Internet Environment
Korea leads the world in proportional search spending and high end internet penetration
Koreans are more online than anyone:
“More than 71% of the population are internet users. Approximately 34.8 Million users….”
“44.5 million mobile subscribers in total, or a 90.7% penetration rate…”
“85% Broadband penetration, the highest in the world”
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 20
A unique approach to search:
• “Early search in Korea was restricted by the volume of Korean content online, so the engines created communities to develop content in answer to questions or searches.”
• “Knowledge iN” – the user created / community information database for Naver, features more than 70 Million entries and has made Naver the dominant leader in search (70+%).”
• Each engine in Korea manages its own database of content, one of the reasons that Google (2%) has failed to penetrate the market
• Korean search result pages tend to be very long, scrolling aggregations of different kinds of content – ads, news, video, blogs etc.
• In order to try and compete, Google released Universal Search in early 2008.
Search Marketing in Korea..
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 21
Overture
Other
Main Korean Engine’s
Distribution PartnersDistribution Partners
Overture Sponsored Links
Power Links
Pro Plus
Dictionary
Business Ads & Other Links
Google Paid Listings
Q & A
Image Paid Listings
News / Blogs / Video / Organic
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 22
Naver Search Result Structure
Sponsored Links
Power Links
Pro Plus
Biz Site Ads
Dictionary
Q & A
Local Information
Shopping Sites
Books
Video
Prof Resources
Music
News
Web
Images
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 24
Internet User Growth • The proportion of Chinese internet
users in proportion to the Asian
internet population (3.71 billion) is
34.4%
• The number of Chinese internet users
has increased more than 110% since
2002
• In 2006 The proportion of internet
users to population (1.3billion)is
10.4%
• More than 82% of Chinese internet
users reference the internet to find
new information.
• More than 66% of internet users use
search engines.2002 2003 2004 2005 2006
68,000,000
87,000,000
Internet User
Increasing rate 72.8%
45,800,000
123,000,000
80%
60%
40%
20%
0%
48.5%
27.9%
18.4%
19.4%
103,000,000
2007
137,000,000
China Internet Environment
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 25
Engine use varies with Socio Demographics
And Socio Economic Status (High end user* Market Share)
Engine Preference varies by location
By user Age Distribution
* Aged 25+, 4 yr degree, Earn 3,000+ RMB / Mnth
Search Engine Share
Baidu
OtherYahoo
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 26
The Chinese Engines
Natural Search Listings
Hot Space
Distribution PartnersDistribution Partners
Exact Match Paid Listings
Paid Search Listings
Natural Search Listings
Intelligent Match
General Ads
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 28
About Sozon
SEO at 32% of the share is the strongest driver of traffic in Japan
- Impress Internet R & D Whitepaper 2007
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 29
Sozon in Brief
Based in Ginza, Tokyo. Sozon employs 35+ experienced, multilingual professionals, uniquely focused on delivering seamless business results to our clients both domestically and globally.
A search pioneer in Japan, Sozon has focused on combining global best practice in search and online marketing services & technology, with Japanese attention to detail, speed & responsiveness.
Sozon has established, proven processes to help manage challenging communications, smooth project delivery and maximize both results and performance for our customers.
Sozon both delivers solutions in-house and partners with ‘best of breed’ technology providers / agencies both in Japan and throughout the world. Giving us more flexibility in providing competitive advantage
Philosophy & Services
People
Evolution
Process & Results
Technology & Partnerships
Founded in 2003, Sozon has evolved from a small Japanese SEO software company to a Search & Interactive Marketing agency offering customized solutions for the Japanese and Asian markets.
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 30
Founded in 1996 • First Affiliate Marketing Provider in Japan
(1999)• 230+ staff Tokyo• Publicly Listed in July, 2006
Leading Affiliate Company in Japan• 1,700 Advertiser / Ecommerce clients,• 550,000+ media partners in Japan• 600 Million+ advertisements a day• 40% Internet reach in Japan
Strategic & capital Yahoo! Japan Alliance• Yahoo Japan investment in 2005• Numerous joint ventures
Completed acquisition of Sozon Inc in 2005 as search marketing / agency holding.
Corporate & Affiliate Network
Founded in 2003 • Pioneer of SEO in Japan• Launched first SEO ranking tool for
Japanese market (2004)• 35 Staff, Tokyo
Ownership• VC Investment since 2004• VC Majority shareholding in 2005
Service Evolution• Started SEO software provider• Evolved SEO Consulting services in
2004• Providing PPC services since 2005• Providing Full Service online marketing
agency services since 2006• VC consolidated all Search / Interactive
Agency services in Sozon (End 2006)
Search & Interactive Agency
Corporate Structure
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 31
AnalyticsLog File Analysis / ReportingClick-stream AnalysisCampaign Conversion TrackingTechnology Integration
Site OptimizationSite ReviewNavigation & Usability DesignApplication DesignLanding Page Optimization
Online AdvertisingDigital Media Campaign PlanningMedia Planning / BuyingCreative Design & ExecutionMobile / Web 2.0 Promotions
Search Engine Optimization (SEO)Site Analysis & ConsultingWeb Tuning Guide Site Optimization Website Ranking & Reporting
Pay Per Click Advertising (PPC)Keyword Research / BuyingBid / Budget ManagementProgram OptimizationCopy Writing / Translation
Affiliate MarketingCampaign Planning & OptimizationAffiliate Program Management Detailed Reporting / Analysis
Integrated Digital Marketing Services
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 33
Landing Pages
Campaign Pages
Web Analytics
Web Analytics
Pull Marketing
Push Marketing
RSS Marketing
Email Marketing
CGM Marketing
Blogs
SNS
Viral Marketing
Web Optimization
SEO
Usability
LPO
Your Digital SiteWeb / Mobile
External Efforts
Conversion ZoneMarketing Database
Managing the Digital Marketing Environment
PPC / SEM
Affiliate Marketing
Media Buying
Widgets / Apps
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 34
Proprietary SEO Technologies
Search Ranking Software for monitoring both you and your competitors rank for keywords in Japanese search engines.
Advanced textual linking service to help increase site link popularity and improve rankings. Beta launch 2005.
Introduced in 2003 SeoSpy was Japan’s first online SEO commercial ranking software for optimizing site rankings.
• Sozon also utilizes best of breed, bid management tools. These assist us to manage more sophisticated campaign optimization, bidding and CPA tracking requirements for our PPC Clients.
PPC Bid Management Tools
Search Tools & Technology
Search Centre, bid management product localized for the Japanese market, leveraging Omniture’s analytics strength. Allows for integrated CPA tracking, sophisticated reporting & search campaign management
A Spider notification service. Tells you when search engine spiders visit your site and specific pages that you can designate.
• Sozon has developed its own proprietary software tools to assist with tracking, management , and optimization of client SEO programs. Some of our key tools are listed below.
Bid Buddy – leading European bid management platform designed for agency orientated search marketing. Allows for sophisticated campaign & keyword management, CPA tracking, and optimization of paid search campaigns.
Pay per conversation ‘blog marketing’ platform. Connects advertisers with bloggers who blog on a pay per posting basis
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 35
• We are an approved global agency for Omniture, authorized to distribute their products and train customers on flagship products SiteCatalyst and SearchCenter as well as other products
• We also utilize a variety of other analytics solutions and have implemented these tools for a range of clients
Analytics Tools & Experience
Other Tools & Experience
• As an interactive agency, we utilize a variety of tools to help capture, manage and implement push marketing programs for our clients or optimize site and marketing campaign performance
Analytics Tools & Experience
eCRM Technology platform for capturing profile data, managing data, reporting and sending of email & mobile campaigns
Landing Page optimization tool and technology to improve conversion of site and landing pages
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 36
Regional Network & Partnerships
Sozon is currently implementing search & online programs across more than 14 countries, with a primary focus on Japan. All work is centrally managed out of our Tokyo office from our multinational team, with the assistance of “in market” partnerships as need.
= Active Campaigns
Key Partners
CONFIDENTIAL | Copyright © 2009 Sozon Inc. 37
Some of our Clients
Some Key Customer Accounts under Management