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B2Bento brings you Day 2 of the Fundamentals track. Expect to have a good serving of the latest trends, innovations and best practices from the finest thought leaders in search and social marketing. Check out the main post for the opening address and keynote panel as well as the live coverage of Track 2.
[3:30pm] “Innovation in mobile advertising” – You Teck Lam, Consultant, ZOIBOX; Sally Wuu, Head of Marketing, SEA, INMOBI (Moderator: Anna Maria Virzi, Executive Editor, ClickZ)
Sally Wuu – (Brand Marketing) The Mobile Perspective
Mobile is …
Don’t chuck out Marketing 101 out the window. It is still relevant.
You Teck Lam – (Performance Marketing) Key to a successful mobile marketing campaign
Think Mobile! User behavior: a lot of people consume online content via mobile devices.
What should we consider: User Experience and Reach. Mobile Apps deliver great user experience, but they are not the only delivery outlet. Mobile web delivers great reach. It is possible to deliver in-app experience through mobile web apps (html5).
Mobile Landing Page: Simplicity is really key to have a good page. Be straight to the point. Don’t overload or clutter your page.
A mobile landing page should have:
Keep these in mind for effective targeting:
“In any campaign, if you can’t measure then you can’t optimize.”
[2:30pm] “Search Advertising Simplified” – Eddie Choi, SES Advisory Board & Founding Partner, Frontiers Digital
[1:40pm] “A-Z of an e-commerce website” – Jurik Auer, Manager, Online Sales, Marketing and Mobile Services, Lufthansa Airlines; David McLean, Head of Search, Skyscanner; Omri Bril, CEO and Founder, Podium Advertising (Moderator: Adaline Lau, Editor, ClickZ Asia)
David McLean – How to make search engines LOVE you
The steps to success
Omri Bril – Long Tailing Campaigns
Long tail keywords have a greater chance for conversion.
Perfect Product Feed: The key to success for a good long tail campaign is a good product feed.
Perfect Product Page: Great navigation and use-ability is critical. Show “similar products” on your product -page. Make sure the user can navigate easily.
Jurik Auer – A-Z of an eCommerce website
Analytics is very important. Market scale and online environment define approach by country – continuous measurement and benchmarking basis for strategy.
4 Key Parts of Lufthansa’s eCommerce strategy in APAC
Closely knit relevant content – cornerstone in Lufthansa’s SEO approach
[12:00nn] “KFC: A social crisis management case study” – Jean-Marc Thomas, Director of Search, Neo@Ogilvy
[11:20am] “Intention marketing: Search and social” – Rosemary Lising, Managing Director, GroupM; Simon Ashwin, Head of Social Media and Production Services, APAC, GroupM
Is there a relationship between social insights and search? Where does the path to purchase start? 58% in the study starts with a search engine. When asked about search, 86% attested to the importance of search. 45% said that they use search all-throughout the purchase process.
Channel Used to Convert: search – 51%; Social – 1%; Search and Social – 48%.
Consumer Intention Revealed
Path to conversion: The shift between search and social is not linear. Consumers shift back and forth between search and social during the purchase process.
# 1 Motivator for Social: 33% use social media to persuade, eliminate competitor brands and of course to influence.
Earned social media reaches converters. Consumers want a social connection post purchase. There is definitely a correlation between the two channels (search and social), don’t treat both as separate silos. 25% – stimulus for jumping from one medium to another was the ability to learn more. Nearly 70% – search and social make people feel more confident in their purchase decision.
Enhanced Optimization Approach
Benefit of Search and Social Optimization: Search and Social optimizations drives improved results 70%-80% of the time
Insights to Actions: consumers start with “intent”, they then go through a lengthy purchase process with many touch points; Social – earned social is integral part of the decision process, refines the buying process through perception changes and brand elimination
Rethink the opportunity: have an always-on integrated search and social program
[10:40am] “Optimizing for the Youtube search engine” – Ricky Baizas, Digital Marketing Executive, Philippines, Nestlé
Optimizing for that “Other” Search Engine: the second highest search engine is YouTube. Nestle Philippines came up with 90 commercials in 2010. So it was easy for them to shift to YouTube.
“Coming up with excellent and share-able content is like catching lightning in a bottle.”