勞工處: 「青年就業起點」 - 「智‧Phone狂」Marketing 課程

勞工處「青年就業起點」

「智‧Phone狂」Marketing
Matthew Kwan
Adams Company Limited
2013年11月15日
Copyright © 2013. Adams Company Limited. All rights reserved.

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DISCLAIMER 聲明
Copyright © 2013.
Adams Company Limited
本課程內容版權所有, 未經許可, 不得翻印或向外
傳閱 No part of this training material is
allowed to reprint or circulate publicly.


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課程目標
• 香港智能手機普及率位於全球前列。手機
不只是用來打電話，而是透過互聯網和
Apps互相聯繫。智能手機的迅速普及，爲
市場推廣帶來了新衝擊，企業不得不開始
將市場推廣的戰場搬往手機平台，務求以
無孔不入的方式，向消費者及客戶推銷公
司的最新產品及服務。此課程除了爲創業
達人度身訂造，亦能爲有興趣投身市場策
劃及推廣行業的會員提供最新行情!

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課程內容
• 第一課為何流動市場推廣咁重要
– 流動市場推廣(Mobile Marketing) 最新趨勢
– 什麼流動渠道能有效接觸你的目標對象?
– 如何利用這些流動渠道

• 第二課如何設計你的流動市場推廣計劃?
– 流動市場推廣計劃成功因素
– 如何預備去推出流動市場推廣計劃
– 怎樣量度流動市場推廣計劃的成敗


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第一課
為何流動市場推廣咁重要


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68

4.6

mobile
subscriptions

China mobile
internet users

5.9

China
internet users

70

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facebook users
Source:
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#subscribers
http://www.internetworldstats.com/stats.htm
http://www.cnnic.net.cn/hlwfzyj/jcsj/
http://newsroom.fb.com/Key-Facts

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internet users

15

smartphones

in 100M units

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1.15 Billion*
Facebook is the
largest
social media*
in the world
Picture source from: http://my.spill.com

*1.15B users as of June, 2013:
http://newsroom.fb.com/content/default.aspx?NewsAreaId=22


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Top 10 leading website
in Hong Kong & China
1. Google.com.hk
2. Google.com
3. Facebook
4. Yahoo!
5. Baidu.com
6. YouTube
7. Taobao.com
8. QQ.com
9. Wikipedia.org
10.gamer.com.tw

1. Baidu.com
2. QQ.com
3. Taobao.com
4. Sina.com.cn
5. 163.com
6. Hao123.com
7. Weibo.com
8. Tmall.com
9. 360.cn
10.Sohu.com

Alexa Ranking as of 2013.11.15

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Internet/Mobile Giants
*All names & brands are property of their respective owners

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流動市場推廣(Mobile Marketing)
最新趨勢


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Mobility is Reality!

Picture from : http://biginja.com/objective-smartphone-review/

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Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

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Source: http://impressivemobile.com/how-fast-is-mobile-internet-growing/

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Android and iOS
Combine for
91.1% of the
Worldwide
Smartphone OS
Market in 4Q12
and 87.6% for
the Year,
According to IDC

Source: http://www.idc.com/getdoc.jsp?containerId=prUS23946013

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Source 19 Oct 2012: http://www.onbile.com/info/how-many-people-use-smartphones-in-the-world/


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2.5G & 3G Mobile 手機用戶

HK: 11M* PRC:464M**
of 591M

Mobility

is Reality!

*Source: July, 2013 http://www.ofca.gov.hk/tc/media_focus/data_statistics/key_stat/index.html
**Source: June, 2013 http:// http://www.cnnic.cn/hlwfzyj/jcsj/
Copyright © 2013. Adams Company

Limited. All rights reserved.

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96％每天都會用手機上網，高
於日本（94％）、新加坡（93
％）、韓國（92％）。
另外，71％每天會用手機上社
交網站；68％會在YouTube觀看
短片或與朋友分享。應用程式
方面，每名用戶平均下載39個
App，包括十個收費App，僅次
韓國。智能手機亦改變人們消
費模式。調查指，43％曾以手
機購物，當中68％更在過去一
個月內購物；62％每月至少進
行一次性流動購物，如訂餐廳、
機票等。

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什麼流動渠道能有效
接觸你的目標對象?


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Targeted & Location Based SMS
•
•
•
•
•

Age, Sex
Phone Bill $
Area, Street
Shopping Mall
International
Roaming
• Devices OS


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WeChat
attracts
300m
users in
less than
2 years
Source: http://www.chinadaily.com.cn/cndy/2013-01/17/content_16128915.htm


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Source: http://tappier.com/wechat-registered-user-accounts-in-oversea-markets-road-to-100-m


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Google & Apple
are driving Mobile User Experience


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Facebook Sponsored Stories


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如何利用這些流動渠道


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如何與你的客戶 Mobile 連接?

Picture Source: http://qriosity.eu/wpcontent/uploads/2011/04/qrcode3.jpg

http://qranywhere.blogspot.hk/2010/04/iron-man2-staring-qr-codes.html


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Virtual Store at Subway Station:
TESCO – Home plus in S.Korea
www.youtube.com/watch?v=fGaVFRzTTP4


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Virtual Subway Supermarket in Shanghai
and Beijing

Source: http://www.littledoremi.com/virtual-subway-supermarket-in-shanghai-and-beijing/
Video: http://www.youtube.com/watch?v=ZO3Sfm8R_MQ&feature=youtu.be


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Mobile Apps….??
A question of Critical Mass!

Locational

Tools
Utilities

Social

Contents


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第二課

如何設計你的流動
市場推廣計劃?


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Best Online, Digital, Mobile

Integrated Marketing Campaigns
SEO: Online PR
e-Branding

Social Media

Search Engine
Marketing
e-Mails

Display
Banner Ad.


Mobile
Marketing
33


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ROI…..is


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Viral
Marketing
is all about

CRITICAL
MASS!

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流動市場推廣計劃成功因素


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We live in a
TOO……. complicated world!!

Picture Source: http://www.visionwebguru.com/enhance-your-sites-viewing-experience-with-responsive-web-design.html


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Responsive Design??

Picture source: http://payload.cargocollective.com/1/0/1171/12062/head-site_900.jpg

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如何預備去推出流動市場
推廣計劃


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Example: KLM Surprise


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WeChat Services Account

Reference to http://www.chinainternetwatch.com/3357/trilogy-wechat-service-account/

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WeChat Official Account

Picture Source: http://cdn.techinasia.com/wp-content/uploads/2013/09/WeChat-shopping-members-card-01.jpg
http://technode.com/wp-content/uploads/2013/09/QQ%E6%88%AA%E5%9B%BE20130919142429.png

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Services Vs Official Accounts


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管理後台??


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怎樣量度流動市場
推廣計劃的成敗


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e-Marketing: Measuring Success…?
Planning, Optimization & Media Selection

 CPM – Cost Per 1000 impressions (M=1000)
 CPC – Cost Per Click
Performance, ROI Calculation

 CPA – Cost Per Action
 CPS – Cost Per Sales


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Google Analytics can
ONLY be treated as
reference!

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Thank you!
We look forward to collaborating with you
Find us on

Add us to Phone Book

56

勞工處: 「青年就業起點」 - 「智‧Phone狂」Marketing 課程

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勞工處: 「青年就業起點」 - 「智‧Phone狂」Marketing 課程