Top 5 most important tasks for Marketers in the Year of Snake in 2013!

Dear Friend,

May I wish you a very Happy and Prosperous Year of Snake in 2013!

2013 is a going to be a great year for all of us and there are just so many things we need to do as marketers.  In his 80’s, my father was born in the Year of Snake and he has started to use Android based 9.7 inch Tablet PC last month by dumping his “slow motion” desktop PC.  If you are following what I am trying to say here, we must run faster to catch up the “Mobile Age”.  According to the figure of Office of the Communications Authority in November 2012, there are over 9.9M mobile subscribers in Hong Kong using 2.5G and 3G/4G and similarly in China, there are 420M mobile internet users (74% of total Internet population of 564M) as of end of 2012 as reported by CNNIC

I personally believe, the tipping point is right at this time, the new media of advertising specifically online and mobile phones are going to dominate the market reach by far in this year.  If I had to summarize the top most important tasks we have to complete this year, here is my top 5 list:

  1. Mobile Ready Website: Take a look at your corporate website or promotional site using iPhone, Galaxy Note, Galaxy Tab, mimi iPad, iPad…etc (Yes, I mean all of them as you can never restrict who is using what to access your site!).  If you still have to scratch your fingers and expand the screen to see clearly the texts of your site, you are going to lose to your competition very soon.  Even you may see your site clearly, the second test is to see if you can use your fingers to point at menu items freely without making mistakes!
  2. Customer Mobile Phone Database: WhatsApp and WeChat in Hong Kong and China are taking the market by storm and to certain extend stilling the “air time” of Facebook and Sina Weibo.  My personal estimation that over 80-90%of the working community is using Smartphones.  Hence, you don’t have any choice but communicate with your customers using these means.  But you can’t do it without purposely collecting their mobile phone numbers!  However, you still need to observe the Unsolicited Electronic Messages Ordinance (UEMO) and Guidance on the Collection and Use of Personal Data in Direct Marketing.
  3. Google Mobile Ads: According to the ranking showing on www.alexa.com as of Feb 18, 2013, Google is now No.1 website in Hong Kong and No.5 website in China. This is largely because nearly all most popular mobile devices are pre-installed with Google search apps and functions.  If you are planning to advertise on mobile platforms, Google is the single most ready and available choice you can choose both from Search Engine Marketing (SEM) and Display (banner) Advertising perspectives.  There are special ways in linking your phone numbers and addresses in your Ads to invoking dialing or Google map display that would make your Ads more actionable in your Google Mobiles Ads.
  4. Online Customer Service: Mobility is giving people access to the Internet even more easier than before.  There deemed to be more online enquiries especially during out of office hours if you playing the game right and tactful.  Response time for online customer support is going to be the determining factor for your success in the coming months if not days!
  5. Facebook Sponsored Story Ads?: Facebook is not able to show Social Ads on mobile phones but it is possible to show Sponsored Stories Ads.  So when you create your Ads on Facebook, you must choose to show Social Activities in order to get your Ads through to mobile phones.  Apparently, data is showing that the click-through-rate is comparative higher through sponsored stories than Ads.

There is no time to loose and we must get ready for the mobile challenge as soon as possible.  If you are interested to learn a bit more on this subject, Adams has actually launched a new series of training course in January and it is going to be re-run on April 18, 2013. You can find out the course details on the course page at http://www.adamshk.com/trainings/Winning_the_Consumer_Market_Mobile_and_Social_Media_Course.htm

For other training courses, our China e-Marketing course is scheduled to continue to cooperate with Tradelink in a quarterly fashion in 2013 (next one on March 14, 2013) and the renowned e-Marketing Strategy course is also available regularly (next one on March 21, 2013).  Please feel free to refer them to your friends and other marketers to join for us.

I was honored to have chances to speak at HKTDC events about some of the thoughts on Social Media and Mobile Marketing in Hong Kong and China during November and December of 2012.  Here are some related articles for your reading if you are interested.


I hope the above information is useful for you.  I look forward to connecting with you soon.  Have a great year ahead!


Best regards,

Matthew

Matthew Kwan
Principal Consultant
Adams Company Limited

Competition is Obvious?

Dear Friend,

I am delighted to let you know that we have already successfully trained more than 100 marketeers from a lot of well known companies in the last few months at the “Adams e-Marketing & Social Media” course.  If you and your colleagues have not joined, do register soon as seats are always running out!

This time, I decide to write to you on the topic of understanding your competition.  With the rise of Internet and Social Media, it is becoming clear that it is the most prominent and highly penetrated media of all time.  There is no other single magazine or newspaper or TV channels has the same coverage as Facebook in the history of mankind.  The critical success factor for “Postmodern” marketing strategy is “how good are you covering the Internet/Social Media with your brand?”.  If you have not started the journey, I am sure the market leaders in your industry has already started their strategy sometime during the last 2 years or earlier.

Let’s assume I am your potential customer and I have some idea, but not a lot, on features and brands of products that I need to buy in your category.  Most probably, I gained these knowledge through TV commercials, magazines, outdoor ads, word of mouth and …etc.  However, I would search the names or keywords that come to my mind first on Google or Yahoo (or Baidu if I am in China).  Then I would call whoever being listed with most attractive or interesting or relevant descriptions on the first page of the search results.  If I am anxious, I would call the suppliers being listed on the paid search results as they often have the most condensed descriptions that may match to my requirements…

What I am trying to illustrate here is that you don’t have any choice today if you are not trying hard to get your online presence prominent, your competitors will.  Other than going to the search engines to find out the competitions, I am pleased to list here again that Adams has a number of ways to help our clients to get a more concrete picture of the reality on the Internet:

1.       Online Survey: Adams has conducted numerous survey for a lot of companies of different industries to get consumer insights, to build up customer database and to push sales.  One of the most successful case is that we have gather 8000 fully completed surveys in 8 hours for an international advertising agency of consumer shopping behavior.

2.       Social Media/Discussion Forums/Blogs Brand Tracking:  Adams is now offering to our customer to track online behaviors of their target customers on the predefined set of websites including forums, blogs and social media.  This can actually provide a snapshot of the competitive landscape as well as consumer behavior when they come to decide to buy products of your category. E.g. You can have folders of messages collected from the Internet showing positive/negative News, comments, press releases (own & competitors)…

3.       China Top 4 Social Media Trending Report:  Adams is actively working with business partners to provide a very comprehensive view on research data drawn from the top 4 social media in China (Weibo, QQ, RenRen, Kaixin001).  By selection of segment demographics, a insightful report based on the data found on these social media will be generated according to the product category of your choice.  E.g. It is actually possible to find out what are the most talked about brands among 18 to 30 young people for mobile phone in the last 3 years.

If you are interested to find out more, please do not hesitate to contact us anytime on +852 2723 9977 or email: [email protected].

Best regards,

Matthew Kwan
Principal Consultant
Adams Company Limited

Social Media: Business or Not??

Dear Friend,

Greetings to you!
I am so glad to share with you that we had a very successful event with Wisers Information Limited (Wisers) earlier this month on the topic of “Brand Formula through Social Media”. The event wasFULL HOUSEin a room packed with160 peoplecoming mainly from companies ofBanking &Finance, Government & NGO’s and Marketing Professionals. I was thrilled to speak alongside with domain experts from Greenpeace, Ogilvy andWisers. If you are interested to view my presentation, please feel free to check it out onhttp://www.slideshare.net/adamshk/adams-wisers-social-media-seminar-20110602
Facebook

So, do you think you can get businessthrough your Facebook Account or Facebook Fan Page or Facebook Groups or Facebook Social Ad? If I have lost you on these terms, you definitely need to get yourself educated on the differences, otherwise you will not be very successful to promote your company/products/services using Facebook. Why am I pinpointing on Facebook? It is because there are more than3 Million registered users using Facebook in Hong Kong which is about 75% of the total Internet population in Hong Kong. This is a serious matter as there isno single advertising media have this kind of direct reachon a personal basis than Facebook in Hong Kong and in the world. There are actually more than 500 Million Facebook users in the World which contribute to more than 25% of the worldwide Internet population. The most important success factor is to ensure there is element of “Viral Effective”. Majority ofAdams’larger projects in the last 2 years are all related to Facebook and we alwaysthink Virallyto bring pivotal results for our customers.  You may read more on our methodology and philosophy onhttp://www.adamshk.com/e-Marketing/social_media.htm

Twitter
Are you really ready to engage with the customers and do business? According to a article onwww.mad.co.uk, Dell managed to make over US$6.5 Million sales throughTwitter alone by end of 2009 and US President Obama is having over 8M followers on Twitter alone. However, Twitter is not so popular in Hong Kong as it does not offer Traditional Chinese interface butAdamsis recommending customersto use Twitter as a connector to multiple Social Media. There are actually a number of way of doing it if you know the right tools. It is highly effective for disseminating your company and product news to multiple channels.

YouTube

Do you know Hong Kong is one of the highest visit location of YouTube? Do you know you can actually post Video advertisements (Traditionally only available on  TV) right next to videos of your target customers when they search for interested topics? It can be so targeted and relevant and effective but we do not see a lot of these advertisements yet in Hong Kong. Are you aware that we live inpost-modern age that people enjoy watch videos than purely reading textsHave you opened you YouTube channel for your company yet, showing demos, advertisements, testimonials, events….to create a prominent online presence? What I am trying to say here is that a lot of companies are lacking behind onusing YouTube tactically and effectivelyThe potential results can be exponential if you are doing it right. Adams has started helping customer to place their TVC’s on YouTube for quite sometime and the ROI’s are very clear.
China
Earlier,www.renren.com(人人網) has merged withwww.kaixin.comto form the largest Social Media Network in China. On May 4, 2011, RenRen.com has become the first ever Social Media Network beinglisted on New York Stock Exchange raising US$743.4 millionwith highest trading price at US$21.93 on the first day of trading. There are many business implications with its huge growth potentials. If you are planning to reach customers in China, then you really have to understand Sina’s Weibo (microblogging site equivalent to Twitter), Youku.com and Tudu.com (Video Broadcasting sites equivalent to YouTube), Baidu Tieba (China’s largest discussion forum) and a whole bunch of other Social Media Network sites. The competitions are furious and extremely exciting. However, the cost of exploration is not small at all! Adams is actively helping customers to use the most relevant and prominent social media in China to create most effective online presence and awareness.
Summary
Ultimately, we are living in an Internet Age, people tend to find you through Search Engines and Social Media than anything else. We are talking about Online PR and Online Branding exercise here.  It is exactly the same as you would do it in the old days, you need to manage your public facing communications to get the best branding, perception and awareness. If you do not act now, it is going to be too late as your competitors are out there looking for ways to penetrate the market any minute NOW using Social Media. We see a lot of companies have started their effort in testing the effect of Social Media Marketing but we also see too many cases that the companies are not having a clear strategy! If you would like to understand more how to plan your Social Media Marketing Strategy for your special business, please do not hesitate andcontact us on+852 27239977oremail usat[email protected].
Best regards,
Matthew
Matthew Kwan
Principal Consultant
Adams Company Limited

China Online Purchase reached RMB498B in 2010. Seize the OPPORTUNITIES NOW!

Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)

According CNNIC (www.cnnic.cn 中國互聯網路訊息中心) report released in January 2011, China’s Internet users reached to 457M users (of 1.8B in the world) by end of 2010.  In addition, www.news.cn (新華網) on May 4, 2011 is reporting that the total purchase online in China in 2010 is RMB498B and 70% of the deals are done on www.taoboa.com (淘寶網).

 

Did these figures impress you??  There is a very huge market in China and you can actually reach target customers with very targeted approach which traditional media cannot provide you.  You can select by age, sex, education background, job titles, interests, living standards…etc according to the demographics available from different websites and organizations databases.  You can use multi-levels communications available online including emails, text messages, display advertisements, social media and etc to reach your most wanted customers.

At the same time, there are just so many opportunities with the ever rising number of tourists from China that you can really attract them to come to your shops in Hong Kong through many innovative channels including shopping tours and coupons mailing.

The ecosystems and players in China is very different from Hong Kong and rest of the world.  Hence, you really need to pick the right tools and channels extremely carefully.  Otherwise, you may end up spending a lot of money without any result by the scale of this big country.  Adams has been working extremely to line up many excellent channels for companies to develop their China market, here are a few options you may consider:

Baidu Search Engine

Adams is helping customers to publicize their company, products, brands, services using the No.1 search engine in China, Baidu.  Other than advertising, we are also help our customers to create an online presence on Baidu related products including Baike (Wiki), ZhiDao (Knowledge), TieBa (Forum), KongJian (Blog) and etc  which are proofed to be very effective.  The daily budget for advertising is as low as RMB 50 per day.

D&B Direct Marketing for China

Adams is partnering of D&B Hong Kong, one of the largest customer database companies in the world over 100 years history, to provide very detailed and comprehensive both consumer and business database service that you can reach your customers in China by direct mailing, e-mails, SMS, MMS.

China Post Direct Mailing

Adams is helping customers to sort out most relevant target audience as specific as province, city, area, street, estate by the characteristics of the posting behavior to uniquely identify your customers.

China Online/Internet Payment

Adams is engaging the most popular internet payment gateways in China and methods that customers collect money and payment at ease and to receive payments over the Internet from China directly to banks in Hong Kong with peace of mind.  The one time setup charge is as low as HK$3000.

China Toll Free Direct Call Number

Adams is a partner of the ONLY official distributor of the China Toll Free Direct Call number company in Hong Kong that can provide a PRC telephone number that can be routed to Hong Kong and anywhere in the world.  This can certainly increase your accessibility and customer service level to your customers in China.

If you are interested of any of the above services that help you to grow and develop your market in China, please feel free to contact us anytime on +852 2723 9977 or [email protected]  Alternatively, please visit: www.adamshk.com/e-Marketing/china.htm or more information.

Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)

According CNNIC (www.cnnic.cn 中國互聯網路訊息中心) report released in January 2011, China’s Internet users reached to 457M users (of 1.8B in the world) by end of 2010.  In addition, www.news.cn (新華網) on May 4, 2011 is reporting that the total purchase online in China in 2010 is RMB498B and 70% of the deals are done on www.taoboa.com (淘寶網).

 

Did these figures impress you??  There is a very huge market in China and you can actually reach target customers with very targeted approach which traditional media cannot provide you.  You can select by age, sex, education background, job titles, interests, living standards…etc according to the demographics available from different websites and organizations databases.  You can use multi-levels communications available online including emails, text messages, display advertisements, social media and etc to reach your most wanted customers.

At the same time, there are just so many opportunities with the ever rising number of tourists from China that you can really attract them to come to your shops in Hong Kong through many innovative channels including shopping tours and coupons mailing.

The ecosystems and players in China is very different from Hong Kong and rest of the world.  Hence, you really need to pick the right tools and channels extremely carefully.  Otherwise, you may end up spending a lot of money without any result by the scale of this big country.  Adams has been working extremely to line up many excellent channels for companies to develop their China market, here are a few options you may consider:

Baidu Search Engine

Adams is helping customers to publicize their company, products, brands, services using the No.1 search engine in China, Baidu.  Other than advertising, we are also help our customers to create an online presence on Baidu related products including Baike (Wiki), ZhiDao (Knowledge), TieBa (Forum), KongJian (Blog) and etc  which are proofed to be very effective.  The daily budget for advertising is as low as RMB 50 per day.

D&B Direct Marketing for China

Adams is partnering of D&B Hong Kong, one of the largest customer database companies in the world over 100 years history, to provide very detailed and comprehensive both consumer and business database service that you can reach your customers in China by direct mailing, e-mails, SMS, MMS.

China Post Direct Mailing

Adams is helping customers to sort out most relevant target audience as specific as province, city, area, street, estate by the characteristics of the posting behavior to uniquely identify your customers.

China Online/Internet Payment

Adams is engaging the most popular internet payment gateways in China and methods that customers collect money and payment at ease and to receive payments over the Internet from China directly to banks in Hong Kong with peace of mind.  The one time setup charge is as low as HK$3000.

China Toll Free Direct Call Number

Adams is a partner of the ONLY official distributor of the China Toll Free Direct Call number company in Hong Kong that can provide a PRC telephone number that can be routed to Hong Kong and anywhere in the world.  This can certainly increase your accessibility and customer service level to your customers in China.

If you are interested of any of the above services that help you to grow and develop your market in China, please feel free to contact us anytime on +852 2723 9977 or [email protected]  Alternatively, please visit: www.adamshk.com/e-Marketing/china.htm or more information.

Mobile Marketing is the way to GO!

Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)

mobileWe see exciting trend in mobile marketingand there are many opportunities in promoting your services and products through this new channel and media.  We now partner with various mobile coupon websites to let you upload your promotional items for as less as $1500 per item for mobile phones (iPhone, Android, Nokia…etc) to download.

On the same trend, we also offer customers to advertise on Google network to show their promotional messages and advertisements onmobile ready websites.  The coverage is huge and very targeted which you may choose nature of websites, gender and age of the audience and etc.

In the last few months, we have actively working with major telecom carriers in Hong Kong to help our customers to do targeted & location based SMS text messages to selected customer segment. For example, sending text messages to people with mobile phone bill over HK$500 with International Roaming record who uses Blackberries Phones and office location is in Central.Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)

mobileWe see exciting trend in mobile marketingand there are many opportunities in promoting your services and products through this new channel and media.  We now partner with various mobile coupon websites to let you upload your promotional items for as less as $1500 per item for mobile phones (iPhone, Android, Nokia…etc) to download.

On the same trend, we also offer customers to advertise on Google network to show their promotional messages and advertisements onmobile ready websites.  The coverage is huge and very targeted which you may choose nature of websites, gender and age of the audience and etc.

In the last few months, we have actively working with major telecom carriers in Hong Kong to help our customers to do targeted & location based SMS text messages to selected customer segment. For example, sending text messages to people with mobile phone bill over HK$500 with International Roaming record who uses Blackberries Phones and office location is in Central.

大品牌Canon 的 e-Marketing 策略 – 網頁設計篇

 

 

日本品牌Canon近月為了宣傳新產品Canon PIXMA Smart Office,請了葛民輝及中美混血兒Jessica C.擔任代言人,不但有TVC(電視廣告)、地鐵Display Ad等,更把廣告宣傳至網絡,令市場爆光率激增。網絡宣傳顧問Adams逐一分析他們的網上宣傳策略及技巧。

策略一:設計互動網站利用趣味性吸引人流

產品的網頁(http://www.canon.com.hk/smart)smart home為題,把網頁設計成一個家,生動又巧妙地加入了宣傳產品的資料和其特性,把資訊軟滲透於潛在顧客中,相比只有文字的網頁來得有效。網頁更加入了遊戲元素,例如上傳自己戔鬼相片,參加比賽,更有機會獲得獎品,激發瀏覽者的興趣和互動性。

 

策略二:有獎遊戲吸納更多潛在顧客

遊戲中加入facebook 連結,把自制有趣的圖片與身邊的朋友分享,成為話題之一,務求更多人可以留意到Canon的遊戲,令爆光率十倍甚至百倍增加。

策略三:網路廣告無處不再

為了吸引人進入網站,Canon 在最多香港人看的網站yahoo使用搜索引擎,利用以上點擊收費的廣告,比傳統廣告更容易量度廣告成效及控制成本。Canon 更於瀏覽量極高的網站(Apple daily online,. MSN, Uwantsfacebook)刊登banner ad,令產品在目標顧客的網路上無處不再。

品牌策略建議

一個成功的網站,最終的目的是可以做到增加銷售、建立品牌、吸納潛在顧客的資料(電郵地址)Canon 這個網站在建立品牌方面都能吸引較的年輕一代,這方面都是成功的。

吸納更多潛在顧客

網站上有收取電子報的功能,是有效收取顧客資料的做法,可惜功能未見明顯,建議可以用明顯的字體顏色突出功能。另外,轉寄給朋友透過轉寄,可以取得其他潛在顧客的電郵,吸納大量潛在顧客,建議多利用此功能,在不同的子頁中加插功能,方便顧客可以容易把網站宣揚開去。

喚起顧客行動增加銷售

Canon 網站在網上、網下的宣傳活動已製造了一定的awareness(知名度),但網站的設計都以遊戲和產品的資訊為主,欠缺了Call to Action(喚起行動) 的元素,網站未能喚起顧客即時購買的行動,建議可以利用下載優惠劵以優惠價吸引欲購買產品的顧客。

要成功在網絡上突圍而出,可以參考多些各大、小品牌的宣傳策略,Adams 日後會與你們分享最新的市場策略。如有任何查詢,可致電:2723 9977

Your Ultimate Measurement for your e-Campaigns

success

By Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

So what is the ultimate measurement for your e-Marketing campaigns?  The most important thing to remember is that we live in a business world and the most basic measurement unit is always down to dollar amount.  However, it is very difficult to always just measure by money for your success.  My proposal is to objectively measure the “Cost Per Action”, CPA.  By actions, we mean:

  • 1. no. of sales deals
  • 2. no. of subscriptions
  • 3. no. of enquiries (by phone, email, online form…etc)
  • 4. no. of forward to friends
  • 5. no of sharings to social networks
  • 6.  …etc

If by channel/media cost per action (CPA) can be broken down, that is perfect but the real world is not that simple as your results may come from different online sources or even from your traditional marketing media.    Marketing professionals have to be realistic and measure the overall spending versus the actions happened during the campaign period. This exercise is extremely important for your planning of the next e-Campaign.  It should serve as the basis for your channel/media selection.success

By Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

So what is the ultimate measurement for your e-Marketing campaigns?  The most important thing to remember is that we live in a business world and the most basic measurement unit is always down to dollar amount.  However, it is very difficult to always just measure by money for your success.  My proposal is to objectively measure the “Cost Per Action”, CPA.  By actions, we mean:

  • 1. no. of sales deals
  • 2. no. of subscriptions
  • 3. no. of enquiries (by phone, email, online form…etc)
  • 4. no. of forward to friends
  • 5. no of sharings to social networks
  • 6.  …etc

If by channel/media cost per action (CPA) can be broken down, that is perfect but the real world is not that simple as your results may come from different online sources or even from your traditional marketing media.    Marketing professionals have to be realistic and measure the overall spending versus the actions happened during the campaign period. This exercise is extremely important for your planning of the next e-Campaign.  It should serve as the basis for your channel/media selection.

中國網上宣傳必備的「百度指數」

作者: 關廣智 (白武士有限公司首席顧問 http://www.adamshk.com/)Baidu Index

如果你計劃耍於中國網上宣傳你的產品或公司,百度指數就是你必然參考的網頁 http://index.baidu.com.

百度指數能準確地給你分析你所關注的業務在中國的市場需求和地區的分佈,而且內中的資訊都是最新鮮的數據。其中特別當你採用關鍵字搜尋來作為廣告的途徑,百度指數更可給你提供相關的關鍵字建議以至達到最有效的成效。作者: 關廣智 (白武士有限公司首席顧問 http://www.adamshk.com/)Baidu Index

如果你計劃耍於中國網上宣傳你的產品或公司,百度指數就是你必然參考的網頁 http://index.baidu.com.

百度指數能準確地給你分析你所關注的業務在中國的市場需求和地區的分佈,而且內中的資訊都是最新鮮的數據。其中特別當你採用關鍵字搜尋來作為廣告的途徑,百度指數更可給你提供相關的關鍵字建議以至達到最有效的成效。

Scaling Your Online Web Presence

By Matthew KwanPrincipal Consultant,
Adams Company Limited http://www.adamshk.com
© Copyright. April 17, 2009
There actually many ways that you can scale your company’s online presence by using powerful tools or community website like YouTube, Twitter, Facebook, Slideshare…etc
A simple example is that you can create a blog entry, then the entry can be automatically copied to Twitter and from Twitter to Facebook.  Your effort is not so much but your online presence is increase by 3 folds at least.  Once you work out how to connect them with minimum effort, it is just a matter of submitting meaningful contents to your registered sites.

By Matthew KwanPrincipal Consultant,
Adams Company Limited http://www.adamshk.com
© Copyright. April 17, 2009
There actually many ways that you can scale your company’s online presence by using powerful tools or community website like YouTube, Twitter, Facebook, Slideshare…etc
A simple example is that you can create a blog entry, then the entry can be automatically copied to Twitter and from Twitter to Facebook.  Your effort is not so much but your online presence is increase by 3 folds at least.  Once you work out how to connect them with minimum effort, it is just a matter of submitting meaningful contents to your registered sites.

e-Marketing或是Online Marketing 可達到的成本效益已經越來越被大小企業所重視

雖然經濟不景氣,企業不能不宣傳!e-Marketing或是Online Marketing 可達到的成本效益已經越來越被大小企業所重視,具多項研究報告顯示互聯網於香港已經成為第三大宣傳媒體,而且有持續增長趨勢。按香港電訊管理局2008年12月統計 ,香港約有八成家庭有寬頻線上網。雖然經濟不景氣,企業不能不宣傳!e-Marketing或是Online Marketing 可達到的成本效益已經越來越被大小企業所重視,具多項研究報告顯示互聯網於香港已經成為第三大宣傳媒體,而且有持續增長趨勢。按香港電訊管理局2008年12月統計 ,香港約有八成家庭有寬頻線上網。

Converting Clicks to Sales Leads

By Matthew Kwan

2008 © Copyright. All rights reserved.

Principal Consultant

Adams Company Limited http://www.adamshk.com/

The biggest challenge of e-Marketing is to convert clicks to Sales Leads. Generating clicks is not difficult but how to lead your potential customers to take actions including calling you by phone, sending you e-Mails, filling up enquiry forms…etc is an art.

Obviously, website design is the very first consideration and effort you have to make in order to invite your potential customers to take actions. First of all, you really have to encourage people to call you and send email to you by putting these invitations & your contact information all over your website. Though it may not look odd in terms of design and layout when you show these information so often, it is a mandatory thing you have to do for the sake of converting clicks to actions. Here are some suggestions on areas you may consider:

1. Enquiry Hotline Phone Number

2. Enquiry e-Mail Address

3. e-Form for enquiry or quotation request with predefined fields

4. Button function for forwarding the page or information friends

5. Button function for signing up e-Newsletters

6. Button function to respond to the content

All of the above are very basic and powerful items to include in a web page in order to capture information from your customers and increase the chances that you can get in touch with them. In addition, you may also include “Live Chat” function on your web page. Live Chat is another very powerful tool you may want to deploy as it will let you proactively monitor your website visitors and invite them to chat and start the selling process instantly. No matter your customers are leaving you contact information or connected through Live Chat, once you are connected with your customers, it is really an exercise of your conventional selling process from then on.

On the other hand, your marketing strategy behind your marketing campaign is the real critical success factor. Your potential customers would not take actions unless your content and messaging on your website or landing page is really compelling. How to make your contents compelling is a communications skill, you need to ensure that values of your products/services are being highlighted rather than just listing functionalities and specifications. Again, communications or copying writing skill is not a simple thing; it is always good to get someone acting from customer perspectives to review the contents for you.

6 Simple Steps to Start e-Marketing with a Success

By Matthew Kwan © Copyright. All rights reserved. Principal Consultant

Adams Company Limited www.adamshk.com

Starting e-Marketing is easy but walking on the right path is not so easy. There are just too may options you can consider! However, typically I would recommend my clients to follow 6 simple steps to plan and start doing e-Marketing and they are:

1. Building Effective Website
2. Designing Compelling Messaging
3. Sending Strategic Newsletters
4. Online Advertising
5. Managing Customer Databases
6. Building Alliances

1. Building Effective Website – I have shared in other articles how important it is a website for e-Marketing to be successful. It is not only design and layout but also the real business strategy behind. You have to consciously to make your website effective for your business and engaging your customers interactively. A website will only perform well when it is being revised and updated according to the environmental changes with Compelling Messaging.

2. Designing Compelling Messaging – It is really back to marketing basics about communications. You have to high play your products/services’ benefits rather than functionality in order to distinguish your differential advantages over your competition. A lot of time, customers’ buying decisions are based on trusts that built on the success references you are giving of other cases. Before you get this right, e-Marketing will never be a success.

3. Sending Strategic Newsletters – e-Newsletters are so easy to send out if you have any emails of our suppliers, partners, customers and prospects. However, your compelling messaging must be ready before your e-Newsletters can be successful. In additional, you need to send out useful information or knowledge occasionally other than sales promotions in order to attract your target audience to keep subscribing your newsletter

4. Online Advertising – The most basic Online Advertising option I recommend is Search Engine Marketing. It is becoming mandatory for any companies nowadays to make sure their company information/advertisements are showing on the first page of search results. Without doing this, your website will just never be found in a very long while!! Other Online Advertising options can be Web Banner Ad on your target customers populated websites or contextual advertising…etc

5. Managing Customer Databases – When you start doing e-Marketing, the next important thing is to keep up with your customer database(s). This is very crucial because your customer database will grow throughout your e-Marketing activities. The most basic way to do this is to use Excel or Outlook or any other mail clients but as you grow your customer database, it is better to adopt a Customer Relationship Management software or a e-Marketing campaign software.

6. Building Alliances – No one can be successful by doing e-Marketing alone and this is the fact! Hence, building alliances and letting your alliances to promote your products/services in their websites and other channels are the very key to success with e-Marketing. You potential return on investment (ROI) will grow even better than you can imagine.

Summary
After all, e-Marketing is just Marketing, companies need to be applying the basic marketing techniques in order to be successful. However, this internet age is making the situation so interesting that you can exercise your marketing creativities with a lot of opportunities and alternatives!

Making your e-Marketing Campaign a Success

By Matthew Kwan © Copyright. All rights reserved.
Principal Consultant

Adams Company Limited www.adamshk.com

Obviously, when you ask any marketing professionals, they will tell you Return On Investment (ROI) is the way to measure success of any marketing activity. However, what are the returns should we expect from e-Marketing campaigns that would make them really successful? I have shared these many times in public and would like to reiterate here with the following 3 most important indicators.

  • Sales Oriented – Any marketing activities fundamentally are tools for generating sales. Somebody may argue on this point but it is the reality we have to face that the reason of any business organization is to make money through sales. Hence, if your e-Marketing campaign is not helping you to generate sales, there must be something you should change to make sales happened.

  • Community Building – Many times, sales volume is a function of your customer reach/base. The larger the set of your target customers, the greater chance you may get higher sales. If your e-Marketing campaign is not expanding your customer base and they are not coming back to visit your website frequently, your e-Marketing budget will never be effectively used.

  • Affiliated Websites – The more business partners are willing to put up your website link to their websites, the higher chance to get “free” marketing opportunities and let search engines to search your website easier. At the same time you may be able to reach broader customer based through your business partner network. Eventually, your expanded network will help you to grow your customer community and sales.

These 3 indicators are very much inter-related and they are influencing each other in a lot of sense. If you can master your e-Marketing campaign with good results of these 3 indicators, I can guarantee you your e-Marketing campaign will differently a successful one!

E-Marketing Strategy: Generate Sales or Build a Brand?

By Matthew Kwan © Copyright. All rights reserved.
Principal Consultant
Adams Company Limited www.adamshk.com


When you define your objectives of e-Marketing it is not any different from traditional marketing. The simpliest way is to make sure whether you want to Generate Sales or Build a Brand. However, a lot of time, you may not be able to segregate the two. Depending on your markeing budget, but I am too sales oriented to always recommend my clients to start with generating sales as your primary objective in any e-Marketing activity since the more exposure you have through e-Marketing activities, the stronger the brand may become.

So, what are the better channels to Generate Sales? It is really related to the services and products you are promoting but here are some general tips:
1. e-Mail Campaign:

  • e-coupons: design e-coupons for people to print out and redeem discounted products/services or even encourage receivers to forward to their friends to create an exponential reach of your target customers. This is especially effective for resturants promotions and retail shops or similar industries.
  • online purchase and lucky draw: e-Marketing is very much impulse (buying) base behaviour. Hence, you have to encourage your target customers to make the decision of purchase at the spot when they receive your e-Mail with HUGE Discount and Extremely Attractive Prize of lucky draw.

2. Web Banner Ad & Search Engine Marketing:

  • Beautiful Web Page: Whether you are doing e-coupons or online purchase & etc…you need to have a beautiful web page before you can do Web Banner Ad & Search Engine Marketing.
  • Popular High Traffic Websites/Portals: You do not neccessarily need to own a website to set up your web beautiful web page as there are many popular (high traffic) websites/portals can provide such services at a cost. Nevertheless, you really have to choose the better (and relevant) websites/portals. Web Banners will only be effective if you are exposing to the right target audience in volume. You have to make sure your choice of search engines are including the Local Kings.

e-Marketing 賺錢秘訣

中小企IT『錢­』談
作者: 關廣智 (白武士有限公司首席顧問 http://www.adamshk.com/)
2008年5月14日現今的e-Marketing 渠道實在太多了,我們若盲目地投資在一些低回報的項目上,我們只得花了錢而不能帶動業務上升。可是,這些事情不斷地在大大小小的企業中重覆地發生!有些網上廣告公司盲目地推銷他們的服務,以每年能產生對客戶的網站點擊為服務的成果,強行將客戶的廣告放於與他們業務亳不相關的群組網站或討論區中,結果導致有大部分的點擊都不能帶動客戶的業務增長呢!

企業如果要量度e-Marketing 的成本效益,就必需要以三個互動的因素來作出考慮,這三個因素就是「生意效益」(Sales Oriented )、「群體擴建效益」(Community Building)、 「合作伙伴協同效益」(Affiliated Websites)。 意思說我們投放在e-Marketing 的資源若不能達到以上三個任何的效益時,我們就不應該繼續做下去了。

「生意效益」固然是指藉著e-Marketing 是否可以帶來新的客戶或商機,而「群體擴建效益」就是指對那些關注和支持你們公司的人士是否累積地增加,他們除了不介意接收你們的通訊外,還會主動地到訪你們的網站取得你們最新的資訊,或是介紹別人到訪。當「群體擴建效益」發揮得好,「生意效益」就自然能相輔相成了。最後,「合作伙伴協同效益」是指除了在你們自己的網站外,其他的合作伙伴也在他們的網站上宣傳你們的業務,當你們的合作伙伴網絡越來越大,協同效益就自然能帶動「生意效益」了。

其實e-Marketing 若要成功,網站的設計和架構就一定要好好地策劃,可惜實在太多企業都未能把它們的網站優化到可以達致最高效益的境況。如果要達至最高效益,我建議企業要以4C 為藍圖來製作他們的網站。以下就是4C的解說:

  1. Customer Oriented (客戶為本質的分類) :網站內的主要分類應以目標客戶的分類為本,讓目標客戶亳不猶疑地可於最快的速度找到自己有興趣而相關的內容。
  2. Context Driven Content (以客分類之內容) :現今的客戶,於任何的網站,一般只是10秒的時間,若不能找到自己感興趣的內容就會馬上離開,所以內容就必定要以目標客戶的興趣來編輯。
  3. Call to Action (詢問導向的標題) :若要網站帶來生意,網站的版面必須重複地刊登鼓勵電話或電郵查詢的標題來增加銷售的機會。客戶始終不來電或電郵,生意就始終不會發生。雖然這些標題可能會有損版面設計的美觀性,但若是對生意有幫助又何妨呢!
  4. Community Building (建立群體的架構) :新客戶若只到訪一次就不再回頭,就算花更多的錢宣傳你們的網站,流量始終都不會顯著地增加,唯有刻意地建立支持你們公司的 (網上) 群體,你們網站的宣傳效力才能盡量發揮。

最後,我希望以另外一篇發表過的文章內容為總結,企業若要好好把握和發揮e-Marketing的效能,基本上可以”IDEAL” 的 理念作為基礎:

  • I – Identify Your Customers 對準目標
  • D – Decide Your Budget 確立預算
  • E – Experiment Your Options 勇於嘗試
  • A – Assess Your Results 評核結果
  • L – Leverage Others 以力打力

Maximizing dollars on Web marketing – SME primer

By Matthew Kwan © Copyright. All rights reserved.
Principal Consultant, Adams Company Limited

January 26, 2007

With the advance of Internet and broadband connection, shopping behavior of most people nowadays has changed dramatically over the last decade. Suddenly, your company’s Web presence has become the gauging factor to the success of your company, SME is no exception!

So how can you maximize your dollars on Web marketing to get the best return on investment? Is there any ways that you can ensure the money is right spent? I am going to share here an “IDEAL” model that you may consider to follow:

  • I – Identify Your Customers
  • D – Decide Your Budget
  • E – Experiment Your Options
  • A – Assess Your Results
  • L – Leverage Others

1. Identify Your Customers
Any marketing books will tell you this same thing – first and foremost, you need to know who your customers are. That may seem obvious but sometimes we are just missing the target without really thinking through the process. It is not so much who exactly your customers are but what are their shopping behaviors and desires on prices, trends, attributes of products/services, other complementary products/services that will help your sales…etc You really have to spend time to analyze your customers, even getting market data to support your analysis. Without these data, I can guaranteed you that you will waste money on your marketing effort!

2. Decide Your Budget
Your marketing budget should not be fixed and it should be as dynamic as possible. Deciding your budget should be a process with reference to the return of sales enquiries through the use of the budget. For new start up companies I suggest to go a little bit more aggressive for the initial period until you are comfortable with the good sales pipeline. By aggressive, I do not mean to spend a lot but allow good amount of money for you to use with caution. The right amount should be relative to your company cash flow, you just should not spend more than you can afford. My hint to this is to include your marketing budget of your initial period to be part of your initial capital investment and the subsequent budgets to be part of your sales expense. In this way, you do not have to worry too much of you initial marketing budget becoming a burden to your expense in your overall cash flow planning.

3. Experiment Your Options
There are just too many options for Web marketing. You need to list them down and give them some priority and assign budget according to their priorities. However, with SME’s, I suggest to spend your dollars on proactive searching rather than mass advertising as it is too expensive to do. So here are some of the proactive searching options for your reference:

  • Search Engines: Yahoo and Google is the most widely used search engine these days in Hong Kong. Actually, you do not have to pay a lot in order to get started. For example, you just need to deposit HK$240 to Yahoo and start your keyword search sponsor link instantly. However, deciding which keywords to be used does required some good thought. My personal experience tells me that you are better off by including your city and product/service category in a phrase to avoid paying unnecessary amount of money to compete with the big company with tons of marketing budget. In such a way, the charge will be a lot cheaper than a standalone keyword. E.g. “cheap business service in Hong Kong” This actually makes a lot of sense as more and more people are searching by phrase rather than simply a keyword. Do remember that the keyword list must be revised constantly to get the best results.
  • Web Directories: most portal sites would have business directory sections that you can post your company information on them. A lot of these sites are still free of charge and welcome your postings. E.g. Yahoo, Timway, Trade Development Council, SMEcare.com…etc. However, it may take longer time to get your company information posted depending on each portal’s schedule.
  • Auction Sites: Yahoo, eBay, Red-dots, Go2HK are some of the popular auction sites in Hong Kong. Some SME companies are actually operating entirely using these sites to generate their sales. You may just need to pay very little per transaction to start selling.
  • Blogs/Discussion Groups: Blogs are getting very popular and if you can identify your customer interests, you should try to become members of their Blogs and Discussion Groups communities. After joining, you can post messages and point people to your websites for product/service information and etc. Most of these communities are free to join. On the other hand, setting up a blog of your own is very easy and it takes no time. By doing so, you are setting up a community of your own. The only matter is to maintain the content and keep it alive. It is very labor intensive to keep it living if you are not good at sharing thoughts!
  • YouTube: YouTube is a video broadcasting website and it has become so popular that you should consider using it as part of your web marketing strategy. There are actually SME companies using it as a mean of product introduction, training and even customer service due to its popularity and free of charge nature.

4. Assess Your Results
As mentioned above, you should spend your marketing budget wisely by assessing the results regularly. Most Search Engines will have tools to help you to generate reports for your analysis. However, these reports are only meaningful if you are tracking in parallel how your sales and enquires are being done through which web channel. It takes good discipline in doing so! To start with, I suggest to do daily and weekly review to ensure money is wisely spent.

5. Leverage Others
No matter your business is selling products or providing services, you will always have companies which may complement your products/services. My recommendation is that you should try your best in getting these companies to list and link your company website in their website as partner or show in related links. You should also do the same thing for them vice versa. In this way, you are building a network of alliances and I find it a very effective way to build both awareness and credibility.

Summary

Web marketing is an art and it takes time and effort to perfect. In this Internet age, we just do not have an option of opting out of Web marketing. However, if you are willing to try, practice will make perfect and you will certainly find reward f