Shanghai Jiao Tong University EMBA class

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Shanghai Jiao Tong UniversityEMBA class

• By
• Ralf Hirt, Managing Director, Asia Pacific
• Tony Cheung, Regional Director, Greater China
• Shanghai, December 3 4, 2004

We Make Marketing Work Better
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Agenda

• Friday
• Big Picture e-business and Society
• in China - Fundamentals
• New marketing and Communication
• Infrastructures
• Online as part of integrated marketing
• Saturday
• Campaign Planning Measurement
• Market Trends and Benchmarks
• Case Study
• Hands-On Session

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Emarketer Study on China
4
Emarketer Study on China
5
Emarketer Study on China
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Emarketer Study on China
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Emarketer Study on China
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Impact and Opportunities New Marketing and
Communication Infrastructures

• Branding
• - Multi-Nationals build brand awareness in China
• Chinese companies start building own brands
• Chinese companies go global with their brands
• Chinese companies acquire companies and brands
  abroad

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Impact and Opportunities New Marketing and
Communication Infrastructures

• 2. Pan Asian Outbound Inbound
• Building markets
• Selling
• Sourcing
• Sharing

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Impact and Opportunities New Marketing and
Communication Infrastructures

• 3. Facilitator for SME
• - Opportunity vs. Risk
• Window to the markets
• 4. Marketing and Communication Backbone
• Gravity and Reach
• 5. Education in a Knowledge Based Economy

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Online as Part of Integrated Marketing
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DoubleClick Inc.

• 1500 employees, growing
• HQ in New York
• Nasdaq DCLK
• Market Cap approx. 1 billion USD
• In China since 2000 Beijing Shanghai, Guangzhou
• In Hong Kong since 1998
• Founded in 1996
• Ads served per day 4 billion plus
• Emails sent per quarter 2 billion plus

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What DoubleClick Does?
Cross Media Planning MRM MediaVisor
Brand and DR Advertising DFA, DART Search, DART
Motif
Cross-Channel Remarketing Online, Email, Call
center, Website Boomerang, DARTmail, Ensemble
Enterprise Marketing Management MRM Workflow
Management Campaign Management
Customer Data Integration Data solutions Data
transfer
Website Analytics
Analysis and Optimization Campaign and
Website DFA ReportCentral, SiteAdvance
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Media Consumption
At Work
Source Online Publishers Association/MBIQ Media
Consumption Study, May 2003
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Reallocation Same Budget, Better Results

• 8

• --

• 8

• Awareness

• --

• 34

Results

• Imagery

• --

• Intent

• 14

• 20

• --

Changed to Recommended Online
Originally Allocated Online
Source Internet Advertising Bureau, (IAB)
Overall Increase in all Brand Metrics
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Trends Were Seeing

• Consumers are shifting their media consumption
  habits with more time spent online
• Consumers are browsing and buying across channels
• Marketers are responding by building
  multi-channel marketing strategies

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What is Multi-Channel Marketing?
Consumers exposed to integrated marketing
messages in multiple channels which motivates
them to purchase in others.
Order Channels
Offer Channels
Advertising Catalog/Other DM Telemarketing Emai
l Online Advertising Website
Retail/Outlet Stores Catalog/Mail Order Call
Center Website

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57 of multi-channel shoppers browsed in one
channel, purchased in another

• Online often sends shoppers to purchase at retail

Retail Store
buy
browse
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?
5
43
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Catalog
Online
6
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DoubleClick Multi-Channel Shopping Study Holiday
2003, January 2004
Base multi-channel shoppers
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Triple-channel shoppers most valuable, spending
over 1,000
Base multi-channel shoppers
DoubleClick Multi-Channel Shopping Study Holiday
2003, January 2004
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Whats the Challenge for Marketers, Publishers
and Agencies?
too much of it
what does it mean?
D A T A

• D A T A

D A T A
how can I act on it
will it integrate?
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Marketers, Publishers Agencies Need to.

• Identify and communicate with the right target

• Streamline and automate campaigns . faster,
  cheaper, better

• Measure ROI within and across channels improve
  performance and grow business

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Thank You. More Tomorrow ?, or please contact us
any time at rhirt_at_doubleclick.net /
tcheung_at_doubleclick.net