Embed Size (px)
Citation preview
Shanghai Jiao Tong UniversityEMBA class
By
Ralf Hirt, Managing Director, Asia PacificTony Cheung, Regional Director, Greater China
Shanghai, December 3 & 4, 2004
We Make Marketing Work Better
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
Emarketer Study on China
Emarketer Study on China
Emarketer Study on China
Emarketer Study on China
Emarketer Study on China
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
Impact and Opportunities – New Marketing and Communication Infrastructures
2. Pan Asian – Outbound – Inbound- Building markets- Selling- Sourcing- Sharing
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
Online as Part of Integrated Marketing
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
What DoubleClick Does?
Enterprise Marketing ManagementMRM Workflow Management
Campaign Management
Cross – MediaPlanning
MRMMediaVisor Brand and DR
AdvertisingDFA, DART Search,
DART Motif
Website Analytics
Analysis and OptimizationCampaign and Website
DFA ReportCentral, SiteAdvance
Customer Data Integration
Data solutionsData transfer
Cross-Channel RemarketingOnline, Email, Call center,
Website
Boomerang, DARTmail, Ensemble
65%
73%
9%
39%38%
77%
45%
68%
0%
20%
40%
60%
80%
100%
Morning Daytime I Daytime II Early Fringe Early News Prime Time Late Fringe Late NightInternet TV Magazines Newspapers Radio
Media Consumption
Source: Online Publishers Association/MBIQ Media Consumption Study, May 2003
At Work
Reallocation = Same Budget, Better Results
Originally Allocated % Online:
Changed to Recommended %
Online:
•+14%
•--
•+8%*
•--
•--
•+8%
•+20%
•+34%
•--
•Intent
•Imagery
•Awareness*
Res
ult
s
* Overall Increase in all Brand Metrics
13% Onlin
e
15% Online
1% 2%7%
11% Online
Source: Internet Advertising Bureau, (IAB)
Trends We’re 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
What is Multi-Channel Marketing?
Order ChannelsOffer Channels
Advertising
Catalog/Other DM
Telemarketing
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.
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
buybrowse
DoubleClick Multi-Channel Shopping Study: Holiday 2003, January 2004
$794$877
$1,100$1,028
$0
$200
$400
$600
$800
$1,000
$1,200
2002 2003
Dual
Triple
Triple-channel shoppers most valuable, spending over $1,000
Base = multi-channel shoppers
DoubleClick Multi-Channel Shopping Study: Holiday 2003, January 2004
What’s the Challenge for Marketers, Publishers and Agencies?
D A T A
too much of it…what does it mean?…
will it integrate?…how can I
act on it…
D A T AD A T A
Marketers, Publishers & Agencies Need to….
• Identify and communicate with the right target
• Streamline and automate campaigns …. faster, cheaper, better
• Measure ROI within and across channels… improve performance and grow business
Thank You. More Tomorrow Thank You. More Tomorrow , or, orplease contact us any time at please contact us any time at
[email protected] / [email protected]@doubleclick.net
