网络营销培训(3)：营销策划

Session3DigitalPlanningProcess6SESSIONSTOTAKEYOUTHROUGHDIGITALPLANNINGWORLD2SESSION1DigitalOverviewTime:AprSESSION2DigitalInsightsToolsTime:AugSESSION3WorkingWithDigitalVendorsTime:OctSESSION4TrackingandReportingTime:NovSESSION5AlwaysOnDigitalPracticesTime:DecSESSION6DrivingIntegrationTime:DecTAKEAWAYSFORTODAY’SSESSION•Haveasenseofwhatcriteriayouhavetolookintowhenbuildingadigitalplan•Betterunderstandthedetailoftoolstodigoutconsumerdigitalmediabehavior•PracticalrealityandadvicesyoufacewhennegotiatingwithvendorsSCHEDULEFORTODAY14:00-15:50HowtobuildadigitalmediaplanBasicunderstandingaboutdigitalplanningSetupmediamixandbudgetAllocationMediaselectionBrieftovendors15:50-16:00Break16:00-17:00DigitalmediaevaluationtooliUserTrackerdetailintroductionwithpracticemUserTrackerandothertoolsdetailintroduction17:00-17:50Break&Practice:Buildadigitalplan17:50-18:00LearningandSharing4OBJECTIVEUNDERSTANDING5BASICUNDERSTANDINGBEFOREDIGITALPLANNINGDigitalisnationalcoverage.Onlylocalforum,localnews,onlinevideo,programmaticbuying,andtargetingtechniquefromfewsitescandeliverimpressionbygeo-targeting.6NATIONALVSLOCALALWAYS-ONVSBURSTCAMPAIGNPreservebudgetforalways-onplatformtoensurebrandvisibilityinbrandedspace,iesearchbrandzoneandsocialofficialaccount.DIGITALPLANNINGISEASILYEFFECTEDBY:CLIENTPREFERENCE7DATAYOU’REREFERINGTOEXPERIENCEWITHVENDORSMULTIPLECHALLENGESFROMCLIENTS8NewProductLaunchinChinaHigherconversionofLeads/Downloads/Offlinetraffics/SalesTobeTop-ofmindbrandMaximizedvideoviewsofNewTVCOptimizedhighqualitytrafficsNewConsumerAcquisitionRecruitYoungerConsumerAWARENESSBUTTHEYALLCOMETO2TYPESOFMEDIAOBJECTIVES9NewProductLaunchinChinaHigherconversionofLeads/Downloads/Offlinetraffics/SalesTobeTop-ofmindbrandMaximizedvideoviewsofNewTVCOptimizedhighqualitytrafficsCONSIDERNewConsumerAcquirementReachYoungerConsumerCONSUMERSARENOTGOINGTO“BUY”DIRECTLY10ENJOYAWAREBUYNON-BUYERSacquisitionofBUYERSretentionofUNAWARECONSIDEREVERYTOUCHPOINTCONTRIBUTETOTHEFINALPURCHASE11Infact,everytouchpointscontributetothefinalpurchasewhenweanalysisbyATTRIBUTIONMODELINGMarketersalwaysviewthelastclickasthemosteffectivechannelbecauseofhighestconversionrateBRANDWITHBIGGERAWARENESSOWNSHIGHERCONVERSION12AWARECONSIDERPURCHASERECOMMENDATION57.9%52%30.1%23.2%17%77.1%73.3%56.1%41.4%32.2%24.6%73.8%77.8%76.4%36.6%25.1%16.3%9.4%68.6%64.9%57.7%35.4%18.9%11%6.2%53.4%58.2%56.4%31.3%20.7%12.4%6.2%66.1%59.9%50.0%24.1%14.9%10.6%5.7%61.8%71.1%53.8%21.4%11%7.8%4.6%51.4%70.9%59.0%20%9.7%7.1%3.4%48.5%73.2%47.9%Source:Zenithoptimediahealth&perceptionstudiesoffastfashionapparelbrandsCONTINUOUSAWARENESSPUSHINGISREQUIRED13010203040506070020040060080010001200JanFebMarAprMayJunJulAugSepOctNovDecEconometricModelingBaselineSearchTVPrintDigitalPromotionAwarenessUnitSales(‘000)BASELINE=ORGANICSALESAwarenessLevelAlways-oncampaignstrategyfornonseasonalcategoryBurstcampaignstrategyforseasonalcategory0204060801000200400600JanFebMarAprMayJunJulAugSepOctNovDecSalesAwarenessLevel0204060801000100020003000400050006000JanFebMarAprMayJunJulAugSepOctNovDecSalesAwarenessLevelHOWEVER,REALITYWEALWAYSFACEARE:14LIMITEDBUDGETCANNOTDOIMPACTFULAWARENESSINTEGRATEDPLANWITHTRANDITIONALANDDIGITALENHANCETHETRANDITIONALPLANFOCUSDIGITALONENGAGEMENTPURELYDIGITALPLANFOCUSONREACH(NOPREMIUMFORMAT)OWN1CHANNELBYCONTENTCOOPDIGITALMEDIAPLANNINGPROCESSSETUPMEDIAMIX154STEPSTOSTRUCTUREMEDIAMIX16COMPETITIVEDIGITALLANDSCAPECONSUMERUNDERSTANDINGBRANDPREFERENCEORREQUIREMENTNewMediaOpportunityDETIALBREAKDOWN17COMPETITIVEDIGITALLANDSCAPECONSUMERUNDERSTANDINGDigitalmediaconsumption(Device&mediacategory)BrandassetsBudgetlevelMediaMixfromiADTrackerAct.mediaspendfromMarketIntelligenceTrend/SeasonalityNewapproachfromothercategoryBRANDREQUIREMENTNewMediaOpportunityLifestyleofcoreusersfromdigitalliveinsighttoolsNewmediaevaluationandtrialSpecificKPICampaignmessageConsumerSegmentationNewapproachfromothercategoryTAKEMARINABAYSANDSASEXAMPLE18CHALLANGESOBJECTIVESTARGETCONSUMERPASTINVESTMENTINPCAwarenessdecreasedoverthelast12monthsevenmediainvestmenthaslittleimpactonbrandawareness1.AWARENESS:Betopofaffluentconsumermust-dolist2.CONVERSON:Increase20%ofvisitationfromChina1.Fivestarelite2.Emerginguppermiddleclassnationals20132014VideoTravelverticalPortalNewsSearchSocialOthers3.9Mil4.1Mil22%47%30%25%34%8%20MILRMBANNUALPLANDETIALBREAKDOWN19COMPETITIVEDIGITALLANDSCAPECONSUMERUNDERSTANDINGDigitalmediaconsumption(Device&mediacategory)BrandassetsBudgetlevelMediaMixfromiADTrackerAct.mediaspendfromMarketIntelligenceTrend/SeasonalityNewapproachfromothercategoryBRANDPREFERENCEORREQUIREMENTNewMediaOpportunityLifestyleofcoreusersfromdigitalliveinsighttoolsNewmediaevaluationandtrialSpecificKPICampaignmessageConsumerSegmentation?????CATEGORYMEDIAMIXFROMIADTRACKER•Aggressivelygrowthindigitalinvestmentby15%.Portal,Video,TravelarekeybattlefieldsinHotelCategory20201320142013201420132014201320142013201420132014香格里拉酒店洲际酒店皇冠假日喜来登希尔顿酒店万豪国际集团DigitalInvestmentofKeyCompetitorsOthersFashionITSearchSocialNewsFinanceTravelverticalVideoPortal8.4Mil9.7Mil4.7Mil9.6Mil0.4Mil7.6Mil3.7M