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ad:tech Shanghai 2008

ad:tech Shanghai 2008

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ad:tech Shanghai 2008

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  1. ad:tech Shanghai 2008 Breakout SessionSEM – Strategies & Tactics 搜索引擎营销 (SEM) - 战略和战术 1:30pm to 2:25pm Moderator: Maggie Guan, Director of Client Services, The CCG Group Speakers: Laker Chen, CEO, Sinotech Search Shen Haoyu, VP Business Operations, Baidu Cameron Cowan, Account Manager APAC, Omniture Remus Li, Founder & CEO, Search Frontier

  2. Discussion points: 1, 百度, Google 中文 ,雅虎中文,中搜 ,新浪,搜狐,TOM,网易中文推广 2, SEO and PPC in China 3, Future of offline marketing in China and how to apply analytics to offline marketing? Will baidu develop this part? 4, English site and English advertising for Chinese companies 5, Web Analytics in China, market share of web trends and omniture 6, Analytics based marketing and its future 7, What should we track and why? 8, What tactics will you suggest for SEM marketing? SEM – Strategies and Tactics

  3. SEM – Strategies and Tactics • Internet Advertising was the fastest growing category of media spending last year and will remain so through 2012 • Search based sales were the key driver of this growth • Global online advertising spend grew 33% to US$49.5 billion (S$68.1 billion) last year • Total may reach to US $120.4 billion by 2012 The Straits Times Friday, June 20 2008

  4. Understanding yourself/others- Size- Product / services Understanding marketing- Positioning in the market- Competitors- KPI Understanding SEM- SE- google, bad, yahoo, youtube- Vertical directory and local search marketing, map marketing- Organic and ppc system (Q1:Tactics on using 百度, Google 中文 ,雅虎中文,中搜 ,新浪,搜狐,TOM,网易中文推广?) - How website content affects Search in Chinese? English sites? (Q4: English site and English advertising for Chinese companies?) SEM – Strategies and Tactics

  5. New technology integrated marketing (Q2: SEO and PPC in China) Technology -Traditional marketing vs.New marketing- more visual-newspaper-radio-TV-mobile-computer(internet)- Web tracking of offline media (Q3: Future of offline marketing in China and how to apply analytics to offline marketing? Will baidu develop this part?) Web 2.0 – Social networking Marketing - ppc system can targetits viewer group by job title, age, location Second life, lively - 3D marketing Analytics based marketing SEM – Strategies and Tactics

  6. Strategies:- 知己知彼,里外结合 - Interactive with customer Quality, innovative products + unique, practical marketing + reasonable price - Service, service, service- Long term thinking -Customized SEM marketing strategies SEM – Strategies and Tactics

  7. What Product/Services? - B2B, B2C,C2C - USP- UWS SEM – going global, local, online & offline? - Goal targeted- Web analytics- manage online & offline marketing (Q5: Web Analytics in China, market share of web trends and omniture?) - Online & Offline Marketing Should be Integrated - Test & Reiterate & Leverage Analytical Tools Web Analytics Tested SEM - Seo & ppc - Email marketing - Links - Online branding (Q6: Analytics based marketing and its future?) SEM – Strategies and Tactics

  8. Steps to start your digital marketing campaign: Marketing budget KPI CPL Ad spend Service fee Web Analytics tools (Q7: What should we track and why?) SEO – 6 months PPC (Q8:What tactics will you suggest for SEM marketing?) SEM – Strategies and Tactics