Digital business: "การปรับกลยุทธ์ของธุรกิจ...

TUNE UP BUSINESS STRATEGY

with DIGITAL MARKETINGPRESENTED BY SURASAK L.27 Aug 2014

Surasak L. (Jeep)Follow me: @JEXEP

Blog: Jexep.netStrategic Planning Director

!!!

Master: Marketing (MIM)Bachelor: Computer Science (KMITL)

!Winner: GameKonlayut 2

!First Runner up: Asia Business Plan

(Asia Moot Corp) 2008!

Semi Finalist: Global Business Plan(Moot Corp )2008

WORLD IS MOVING TOWARD >> DIGITAL

70.2 M USD DONATED!1.3 M NEW DONORS

PEOPLE

VELOCITY (SPEED)

VOLUME (AMOUNT)

DIGITAL DISTINCTIVE

OBJECTIVESWHY ARE YOU

DOING DIGITAL FOR?

WHAT DO YOU WANT FROM DIGITAL?

DIFFERENTIATE

CONSISTENTLY BETTER

TO BE SUCCESS IN DIGITAL

&

ASSETS

UNDERSTAND

AUDIENCESINSIGHTS

WHAT THEY DO? WHAT THEY SEARCH?

HOW THEY REACT?

WHAT ARE THEY THINKING?

BEHAVIOR

WHAT ARE THEY TELLING?

WHERE THEY ARE?

70 - 90% of B2B BUYERS GET THROUGH BUYING JOURNEY

78% USE INTERNET AS INITIAL RESEARCH

Companies that blog

get 55% more website visitors

92% of companies who blog

multiple times per day have acquired a customer from

their blog

Small businesses that blog get

126% more lead growth than small businesses that do not blog.

43% on LINKEDIN

52% OF MARKETER !

FOUND THEIR CLIENTS ON FACEBOOK

Needsinformation searching

evaluation of alternatives

purchase decision

post purchase behavior

read the news

I want to do business

Contents: Fruits business is booming



purchase decision


I want to sell fruits

read the news


Contents: Fruits business is booming



purchase decision



“fruit supplier” research

read the news


Adwords: We are best fresh fruit supplier

Alibaba: Premium Supplier



purchase decision




Price information / feedback /

informationsread the

news


Website

Social Profile



purchase decision





informations

I can’t decide /

search for more

read the news


Media: Hey we can give you free shipping

for 1st lot

Email: Hey we can give you free shipping

for 1st lot



purchase decision





informations

I can’t decide /

search for more

read the news


read the more news

Media: Hey we can give you free shipping

for 1st lot

CONTENT: inspecting the fresh fruits when you

importing

Needs information searching


purchase decision


read the news



importing

SHARED ON SOCIAL

FRIENDS



purchase decision





informations

I can’t decide /

search for more

read the news


read the more news

WEBSITE OFFER 1st SHIPMENT DEAL



purchase decision





informations

I can’t decide /

search for more

make contract for

buying

feedback / recommend / complain

repeat purchase

read the news


read the more news read more

news



purchase decision





informations

I can’t decide /

search for more

make contract for

buying

feedback / recommend / complain

repeat purchase

read the news


read the more news read more

newsEmail: Hey We have

new fruits



purchase decision


WEBSITE

DIGITAL MEDIA / CONTENTS

social networks

RETARGETING MEDIA / EMAIL

FORUMSe-commerce

AUDIENCES JOURNEY

MOBILE ERA

RESPONSIVE WEBSITES IS IMPORTANTS

1 BILLION SMARTPHONE!SHIPPING WORLDWIDE!

351 BILLION SMART PHONE SHIPMENT IN CHINA (+81.9%)

CHINESE IS DIFFERENT

23% of e-retail transactions on Thanksgiving / Black Friday came from MOBILE (2013)http://www.internetretailer.com/2013/12/06/mobile-shoppers-are-naughty-and-nice

FUTURE OF SHIPMENTS

KEY INSIGHTS!

KEY BEHAVIORS!

KEY STRATEGY!

KEY BRAND CHALLENGES!

(message, asserts, issues)

YOU ARE THE FRUIT EXPORTER COMPANY YOU HAVE THE 100% ORGANIC FRIUTS

“VALUE”

FUNCTIONAL

EMOTIONAL

Information

Education

Humors

Entertaining

Surprising

Touching

Encouraging

Production

VALUES

ExclusivitySecret

Hi-Tech

Solution

ConversationalProud In-trend

PromotionFree

IBM SMARTER CITIES

CONTENTPEOPLE CONSUME CONTENT

FLUID CAN BE FIT IN ANY CONTAINER

http://www.youtube.com/watch?v=6Cf7IL_eZ38

https://www.youtube.com/watch?v=M7FIvfx5J10

http://historyofit.computing.co.uk/

VALUABLE

SOCIABLE

RELEVANCERELEVANT to TARGET AUDIENCES’ interests and BRAND

Provide VALUE to TARGET AUDIENCES

VALUABLE

SOCIABLE

RELEVANCE

VALUABLE

SOCIABLE

RELEVANCE

Adaptable & Easy to spread into SOCIAL & SEARCH

PUT OUTSTANDING CONTENT

TO OUTSTANDING PEOPLE WHO THEIR FOLLOWERS INTERESTED IN YOUR CONTENT

CONTENTWEBSITE

SOCIAL NETWORKS

PRESS

OWN BLOGS BLOGGERS

INFLUENCERS

DISTRIBUTE TO >>>>>>>>

MEDIAS

BELONG TO GROUP AND CREATE CONVERSATIONS

B L O G S

G O O G L E +

S E A R C H

Y O U R W E B S I T E

FA C E B O O K

T W I T T E R

Y O U T U B E

L I N K E D I N

P I N T E R E S T

U S I N G W E B S I T E A S T H E C E N T R A L O F D I G I TA L

I N S TA G R A M

T U M B L R

CREATING YOUR OWN AREA IS LONGTERM STRATEGY

RESPONSIVE WEBSITE

OWNED PAID EARNED

PROMOTING MEDIA

O T H E R S I T E S M E D I A

G O O G L E +

B L O G S

S E A R C H

Y O U R W E B S I T E

FA C E B O O K

T W I T T E R

Y O U T U B E

L I N K E D I N

P I N T E R E S TI N S TA G R A M

T U M B L R

G E T P E O P L E T O Y O U R S I T E B Y M E D I A

SEM (ADWORDS)

SEO (ORGANIC)

“USERS TO GET THE BEST SEARCH RESULTS”

GOOGLE PAGE RANK MAJOR EFFECT

RELATIVE CONTENT WITH KEYWORDS

CLICK THROUGH RATES OF THE DISPLAY LINK

NUMBER OF LINKS TO YOUR SITE (QUALITY ONE)

GOOGLE+ LOCATION

DEVICES WRITERS | ORIGINAL

TIMING PREFERENCES

SITE QUALITY

LINKEDIN ADS

facebook ads

ALIBABA PREMIUM ACCOUNTS

GOOGLE ADS DISPLAY NETWORK (RETARGETING)

AND EVERY DIGITAL CAN COME TO

REALITY

https://www.youtube.com/watch?v=QD2Rdeo8vuE

http://3dprintmygift.tumblr.com/

M O N I T O R & A N A LY S I Schecking the performance

I M P R E S S I O N

the number of time the ads showed (not the time someone saw)

C L I C K - T H R O U G H - R AT E

No. of Clicks

Impressionx 100 = CTR%

C PA = C O S T / A C Q U I S I T I O N C P C = C O S T / C L I C K C P M = C O S T / 1 0 0 0 I M P C P R = C O S T / R E A C H

Cost models

C PA = C O S T / A C Q U I S I T I O N C P C = C O S T / C L I C K C P M = C O S T / 1 0 0 0 I M P C P R = C O S T / R E A C H

U N I Q U E

Cost models

PLANNING

SET UP OBJECTIVES

EXECUTING

MONITORING

ADJUSTING

EVALUATINGPROCESSES

KPI : KEY PERFORMANCE INDICATOR

ROI : RETURN ON INVESTMENT

which number are you measuring and how much will be successful?

how much will i get from what i pay? (involve with money)$

THINK THROUGH THE DIGITAL NETWORKS & ELEMENTS

S M A R T

PECIFIC

EASURABLE

CTIONABLE

ELEVANT

IMELY

ROIRETURN ON INVESTMENTS

=PROFIT

INVESTMENT

(%)x100

VELOCITY (SPEED)

VOLUME (AMOUNT)

DIGITAL DISTINCTIVE

PEOPLE

TUNE UP BUSINESS STRATEGY

with DIGITAL MARKETINGPRESENTED BY SURASAK L.27 Aug 2014

Digital business: "การปรับกลยุทธ์ของธุรกิจ...

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Transcript of Digital business: "การปรับกลยุทธ์ของธุรกิจ...