Effective Digital Marketing Strategies in the Chinese Market
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1 In Partnership With Effective Digital Marketing Strategies in the Chinese Market Cyril Drouin, 6th of July 2015 A project funded by the European Union
2 Get Ready for China! The EU SME Centre is an EU Commission funded project which helps EU SMEs prepare to do business in China by providing them with a range of information, advice, training and support services. The Centre is implemented by a consortium of six partners and was established in October It successfully completed its first phase in July 2014 and has now entered its second phase which will run until July
3 Please continue to submit your text questions and comments using the Questions Panel
4 Agenda Market Insights Digital Landscape Let s have a look at Baidu Cost of Baidu Advestising Social Media : Weibo & Wechat Take Aways Q&A Shout your questions anytime..
5 Cyril Drouin BysoftChina CEO & Founder E-Commerce Senior Consultant In China since 1998 Shanghai / Hong Kong / Guangzhou / With over 15 years of experience in the field of e-commerce and the Internet in China and Europe, Cyril worked with nearly 100 clients, including brands, retailers, manufacturers, small businesses and startups. He helps brands throughough the entire lifecycle of an e-commerce project, from consulting to implementation, digital marketing and monitoring performance. Based on his knowledge of the Chinese market, digital marketing and technical expertise, Cyril has built an expertise in digital strategy and ecommerce in China as well as in the management of market places and localization in China of leading e-commerce technologies. He is a regular well-respected speaker & trainer at various digital and ecommerce conferences. He host high level training sessions about "ecommerce in China" few times a year in China and around the world. Cyril holds a Master degree IT & Mathematics, speaks fluent French and English and has a good practice of Chinese.
6 Chapter 1 Market Insights
7 CHINA MARKET SIZE More than 1/5th World Internet users are Chinese Internet users in China 47.9 % Penetration rate Mobile Users - Still growing 92.2 % penetration rate Mobile Internet Users 86 % penetration rate
8 Over 80% of Internet users are below 44 years old in China
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11 Chapter 2 Digital Landscape
12 No Google No ebay No Facebook/Twitter No PayPal
13 A market dominated by local players Tmall Taobao Baidu / 360 Alipay Wechat / Weibo Youku / Tudou Amazon ebay Google Paypal Facebook / Twiter Youtube
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15 Chapter 3 Let s take a look at Baidu
16 Baidu NOT Google
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19 BAIDU Baidu goes beyond search by far!
20 News
21 Tieba BBS/Forum
22 Zhidao Questions / Answers
23 Music
24 Image
25 Video
26 Baike / Wikipedia
27 Wenku / SlideShare ++
28 Weigou / Marketplace
29 And much more
30 Baidu PPC positions Baidu paid search Word-of-mouth (WOM) contents, mainly Baidu channels Natural search result by search volume WOM content Baidu paid search
31 Baidu results are not natural at all!
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34 PRIORITY TO CHINESE WEBSITES Baidu discriminates against foreign websites that is hosted in foreign countries. This means that most results come from Chinese sources. Moreover, it censors sensitive results for the Chinese government.
35 Taobao/Tmall almost NOT in the search results
36 Advertising on other brand's name is possible!
37 Very few indexed pages - Very long time for indexation
38 Users browse beyond the first page on Baidu
39 BAIDU Advertising on Baidu properties
40 01 Key words-based products 02 Targeting Products Baidu promotion tools PC Baidu P4P Baidu Brand Zone Brand starting-line Network marketing Mobile Mobile P4P Mobile Brand Zones Mobile network marketing 03 Community Marketing Products 04 Intermediate page Products Baidu Knows marketing Baidu Education Baidu Finance Baidu Game
41 Baidu P4P Key words-based products Baidu Brand zone With top SEM technique, our products provide users with relevant ads in different ways based on the search words Brand starting line
42 Baidu P4P is What is P4P? P4P promotion with the pay-for-performance mode brings Baidu client large amount of the potential customers and high brand awareness by less cost similar to Google Adwords P4P adapt to PC/ Mobile
43 Why P4P? How to grab potential clients through P4P? Users searching Purchase & Biz growth promo info appears Communicate with enterprise through different channels 6 User comments and E- WOM spread Click promo info, access to company website
44 How much does a click cost on Baidu CPC? Bidding process Bid will range from 2 to 10 RMB in average Multiples target options (geography, demography, Retargeting, etc..)
45 Baidu Brand Zone does What is Baidu Brand zone? Brand zone is an innovative product like company micro weibo in Baidu platform ; It combines online & offline channels so as to enhance branding and to facilitate brand info updating. NOT exists with on pc / mobile Google
46 Targeting users/buyers with a brand attention Online Targeted search & Get info Brand zone Make a choice by consulting brand info (coupon, event, introduction etc. )
47 Top of the screen, 2/3 position 分 辨 率 1024*768 Title & intro User defined column New activities, news and offers, offline activity,offline can converge online. New products Intro User defined column E-shop, official weibo, promote sales conversion Product s classification Other important information
48 Mobile Brand Zone Display Logo & Title Brand description Zone of MBZ Product images User-defined item Other search results
49 How to buy the Brand zone? Up to 200 keywords From RMB + / month Content update 1 time / month
50 Baidu Network What is Network Marketing? marketing equivalent to NM covers 95% of Chinese netizens, it identifies real demands of audiences. Till now, we have about 600 thousands collaborative web sites. Google Display networks Network Marketing acts on both of the PC & wireless side
51
52 Four Targeting ways Interest Keyword Search records in the last 3 months? Day1: spa/music/travel Day2:travel/training/cosmetic DayN:spa/fashion/news browse search Searching what? Looking for what? Territory Visit Visit which site? Opened EDM? JING AN district Shanghai
53 More inventory & advertising vehicles from Baidu
54 Baidu Education Zhixin(Intermediate page) Product More inventory & advertising Baidu Finance vehicles from Baidu Baidu Games Zhixin search is a new generation of baidu search engine technology. Business Zhixin search lays emphasis on Getting information as soon as you search, Zhixin Product can classify the vertical industry intelligently when people search the key words and deliver the combination of the content, products and service in the industry to users, including both commercial and non-commercial content. Now the technology covers e-commerce, game, tourist, finance, and education industries.
55 Chapter 4 Content Marketing
56 Digital Marketing Approach
57
58 «Content marketing / Search Engine Optimization SEO / Baidu Branding : The long way to go BUT the ONLY SUSTAINABLE WAY TO STAY»
59 Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.
60
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62 Search Engine Optimization (SEO) is the process of affecting the visibility of a website in a search engine s natural or organic (not paid for) search results.
63 Reputation Optimization Platform Baidu BBS Video Platform Blogs Others Baidu Knows Baidu Baike Baidu Library Baidu Experience Baidu Post Bar Sohu Sina ifeng netease tianya Youku&tudou ku6 Sohu Podcast Sina Podcast Sohu Blog Sina Blog Tianya Blog Netease Blog Douban Kaixin Doudin Library
64 We recommend a global traffic approach SEO is just One leverage Search Engine: Keyword search (SEO & PPC), Baidu Branding B2B Platforms: including full-category platforms, vertically integrated platforms, single category platforms, portal websites B2C Platforms: including marketplaces and B2C websites Word of Mouth & Content marketing are really efficient in China Baidu websites (Q&A, Tieba, Baike, etc..) Official news portal BBS & Forum Video websites (after keyword optimization) Social Networks: communicate corporate image and improve customer interaction Commentary websites Recruitment websites
65 Chapter 5 In China, Social Networks are incredibely powerful Much more than anywhere in the world!
66 3 big players in the Chinese social world WeChat Weibo(s) QQZone PengYou RenRen
67
68
69 Two-thirds of China Social Media Users Follow Brandsvs 53 % in the US Penetration rate of 99 % of social media & micro blogging on netcitizens
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71 WeChat is a clever mix!
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74 WeChat Leverages Reputation Content Marketing Customer Service Loyalty CRM Mobile Commerce Activation QR Code Mobile Coupon Payment Awareness Mobile Mini Site edm / push
75
76 Subscribed Accounts (Official Accounts) All messages are sent directly to the official accounts window and not directly to the user chat window (separated list) Send message once everyday Service Accounts All messages are sent directly to the personal chat window of users (on your chat list) Can communicate with fans directly Send message once a month
77 Service Account MiniSite
78 Subscription Account A powerful tool for product updates and special offers
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82 Chapter 6 Take Aways
83 If your do ecommerce. It is almost all about marketplace in China So BUY traffic and do Search Optimization and Digital marketing on marketplaces & etailers
84 So go far far beyond SEO Content marketing / Social / Advertising / Mobile
85 Q & A
86 Get Ready for China
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