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

Get your Facebook “Username” to get maximum exposure

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

In the past, Facebook did not automatically give out a short cut link to your account or page. However, now you can create your own shortcut called “username” to allow people to type in a unique link for your account or page. It is an excellent way to give you especially your company a better branding in general.

e.g. www.facebook.com/adamshk

The way to apply the username is very simple. Once you have a published/online page or account, you can just type www.facebook.com/username to register.

However, it may take a day or two before the chosen username is approved to use and you are not supposed to change the name in future. Hence, you must get the name right the first time though I think you may have once chance to change!

By having the username defined, it is an excellent way to invite other people to visit you/your page with ease!facebookBy Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

In the past, Facebook did not automatically give out a short cut link to your account or page. However, now you can create your own shortcut called “username” to allow people to type in a unique link for your account or page. It is an excellent way to give you especially your company a better branding in general.

e.g. www.facebook.com/adamshk

The way to apply the username is very simple. Once you have a published/online page or account, you can just type www.facebook.com/username to register.

However, it may take a day or two before the chosen username is approved to use and you are not supposed to change the name in future. Hence, you must get the name right the first time though I think you may have once chance to change!

By having the username defined, it is an excellent way to invite other people to visit you/your page with ease!

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 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