#SPEAKEASYASIA Edition 6: Video Marketing For Rapid Business Growth
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In this edition, speakers from Citi, Lazada and 2Stallions shared their expert insights on utilizing video in their business digital strategies, the impact, challenges and ROI on business growth.
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#SPEAKEASYASIA Edition 6: Video Marketing For Rapid Business Growth
- 3. • Singapore • India • Indonesia • Philippines A Regional Agency with Offices in
- 4. Enterprise Level software: Digital Services
- 5. Our Notable International Clients
- 6. Our Notable Local Clients
- 7. Organized by: THANK YOU TO: W E A R E T H E O R G AN I Z E R O F
- 8. ”Informal. Online. And Engaging.” John Traas, Regional Director at Booking.com Organized by: W E A R E T H E O R G AN I Z E R O F
- 9. Previous Events 2015 : Edition 1 - Creating Change Globally 2016: Edition 2 - Customer Loyalty & Growth 2016: Edition 3 - Disruption & Rapid Expansion 2017: Edition 4 - Digital Engagement & Conversion 2017: Edition 5 - Traffic & Lead Generation Organized by: Organized by:
- 10. OUR SPEAKERS RA DANIËL HEERKENS DIGITAL MARKETING STRATEGY DIRECTOR OMAR MOONIS REGIONAL HEAD OF DIGITAL COMMUNICATIONS HARI VIJAYARAJAN EVP & CHIEF BUSINESS OFFICER Organized by: Organized by:
- 11. THE PROGRAM FOR THE NIGHT 7:15PM - 8:00PM Speaker presentations (15 minutes each) 8:00PM – 8:30PM Panel discussion (30 minutes) 8:30PM – 9:00PM Networking! Organized by: Organized by:
- 12. OMAR MOONIS REGIONAL HEAD OF DIGITAL COMMUNICATIONS OUR FIRST SPEAKER Organized by:Organized by: Organized by:
- 13. 1 Min 1.8 MM
- 14. 67% 80% 2016 2021 % of InternetTraffic that isVideo To watch 10Trillion minutes of video per month!
- 36. OUR SECOND SPEAKER DANIËL HEERKENS DIGITAL MARKETING STRATEGY DIRECTOR Organized by: Organized by:
- 38. Video Marketing – Current State 1 Video is one of the fastest growing trends of digital marketing today, why? 1.1 Billion Digital video viewers in APAC 2017 8.5 Billion Videos shared each day in APAC 8 Billion Average daily video views on Facebook
- 39. Video Marketing – Results 1 What results can companies expect from using Video Marketing? 72% Of consumers prefer video over text 41% Increase in organic traffic for companies using video 76% Of companies using video experience increased sales
- 40. Video Marketing – Challenges 1 Two common challenges faced by companies who wants to implementVideo Marketing: 1. What is the best length for a video ad? 2. What type of video should be used to achieve desired results?
- 41. Video Ad Length 1 Bumper Ads, 6s (non-skip) Medium, 15s (non-skip) Large, 30+s (skippable) • Short-form videos • Bite-size pieces of content • Great for users “on-the-go” and mobile-viewing. • Mid-length videos • Allows key message to resonate • Still match mobile usage • Long-format videos • TrueView content • Freedom to captive the audience • Still need to grab the views attention in a few seconds
- 42. Type of Video 1 Webinars Instructional or How-to videos Company culture videos Product demos Testimonials Humorous videos Interviews Behind-the- scenes videos Case studies
- 43. Digital Customer Journey 1 Awareness The target audience gets exposed to the brand via touch points. Consideration The target audience evaluates the brand. Provide information they need to make the decision to evaluate. Purchase The target audience selects the brand and makes the purchase. Advocacy The customer shares their experience and views, effectively championing the brand.
- 44. Stages of the customer journey 2 YourWebsite Facebook
- 45. Stages of the customer journey 3 YourWebsite Facebook
- 46. Stages of the customer journey 4 YourWebsite
- 47. Stages of the customer journey 5 / Advocacy YourWebsite Facebook
- 48. The Hero – Hub – Hygiene Framework 21
- 49. Classify Your Content 20 Content Type / Customer Stage AWARENESS CONSIDERATION PURCHASE ADVOCACY HERO HUB HYGIENE
- 50. Case Study – Volvo Trucks (Hero Content) 22 HERO The content that attracts an enormous number of Visitors.
- 51. Case Study – Volvo Trucks (Hub Content) 23 HUB The content aimed at specific interests of the target group.
- 52. Case Study – Volvo Trucks (Hygiene Content) 24 HYGIENE • Ensures a steady stream of visitors via search • Creates a stable stream of new visitors
- 53. The strength of this framework 35 The strength of this content pyramid is that these types of content interact and reinforce each other. HERO 1. Inspiration Pieces HUB 2. Interviews 3. Testimonials HYIENE 4. Explainer Videos
- 54. HARI VIJAYARAJAN EVP& CHIEF BUSINESS OFFICER OUR THIRD SPEAKER Organized by: Organized by:
- 55. IN PARTNERSHIP WITH VENUE PARTNER
- 56. HOW LONG DID ALIBABA TAKE TO GENERATE MORE THAN 1 BILLION US DOLLARS ON 11.11? DO YOU KNOW?
- 57. 2:01 MINUTES… EVERYONE IS SHOPPING ONLINE! HOW LONG DID ALIBABA TAKE TO GENERATE MORE THAN 1 BILLION US DOLLARS ON 11.11?
- 58. Source: Google Search Trends report, Feb 2018 There are 3 converging mega trends currently driving eCommerce growth in South East Asia Strictly Confidential 59
- 59. Source: Google Search Trends report, Feb 2018 South East Asia is expected to be the fastest growing internet market in the world Strictly Confidential 60
- 60. • One-stop shop in Southeast Asia for customers, and over 150,000 sellers and 3,000 brands • Local operations in 6 countries and regional HQ in Singapore • Best-in-class eLogistics ecosystem with more than 100 partners to address key challenges in Southeast Asia • Majority owned by Alibaba Group – world’s largest retail commerce company LAZADA IS THE #1 SHOPPING SITE IN SOUTHEAST ASIA
- 61. 6-YEAR JOURNEY TO BECOMING THE MARKET LEADER IN SOUTHEAST ASIA 2012 2013 2014 2015 2016 2017 Mar 2012 • Sets up Regional HQ in Singapore • Launches 5 markets: Indonesia, Malaysia, Vietnam, Philippines and Thailand May 2014 • Sets up Singapore operations Mar 2017 • Brings a curated assortment from Taobao Collection to Singapore Apr 2017 • Introduces LiveUp, a lifestyle membership program in Singapore Jun 2017 • Alibaba Group ups its stake in Lazada Group Apr 2016 • Alibaba Group invests a controlling stake of Lazada Group Nov 2016 • Lazada acquires RedMart Jan 2013 • Launches marketplace model 2018
- 62. LAZADA IS LEADING E-COMMERCE IN SG Sources: Apple App Store and Google Play Store ranking, SimilarWeb, Singapore, 9 Apr’18 Google Trends, Singapore, 11 Apr’18 Leading Shopping App Leading e- commerce platform # 1 #1
- 63. Lazada’s 3 Key Pillars to become a technology-driven platform enabling sellers and brand Strictly Confidential 64 NEW CONSUMER EDUCATION PLATFORM COMPLEMENTARY MARKETING CHANNEL SEA #1 COMMERCE ECOSYSTEM 1 2 3 Enable seamless interactions between sellers and customers Empower brands to reach consumers for brand-building and performance Elevate the platform into a channel to drive consumer education 400M Unparalleled Online Assortment Superior Customer Experience Best-in-Class Logistics Enhanced Data & Reporting Advanced Targeting Capability Marketing solutions across the customer funnel Exclusive Category Innovation Innovative Social Commerce Engaging Educational Content 1 INTRODUCTIONTO LAZADAAND SEA
- 64. Source: Google Search Trends report, Feb 2018 Today, Lazada is the #1 e-commerce platform of choice in SEA Strictly Confidential 65
- 65. Source: Google Search Trends report, Feb 2018 Bringing top brands from across the globe within our customers’ reach in a trusted environment Strictly Confidential 66 Official Store ChannelBrand Flagship Stores
- 66. Source: Google Search Trends report, Feb 2018 Why Video marketing is important in the internet era Strictly Confidential 67
- 67. Source: Google Search Trends report, Feb 2018 Online video is now mainstream media Strictly Confidential 68
- 68. Source: Google Search Trends report, Feb 2018 Video Marketing Impact Strictly Confidential 69
- 69. Source: Google Search Trends report, Feb 2018 Video MarketingTrends in Online Era Strictly Confidential 70
- 70. Source: Google Search Trends report, Feb 2018 Lazada Singapore Viral Mother’s Day Video Marketing Ad Strictly Confidential 71 https://www.facebook.com/LazadaSingapore/videos/1455737134493671/
- 71. Source: Google Search Trends report, Feb 2018 Case Study: Lazada Indonesia & FB Video Marketing Strictly Confidential 72
- 72. Source: Google Search Trends report, Feb 2018 Case Study: Instagram Stories – Lazada SG X Urban Decay Launch on May 15 Strictly Confidential 73
- 73. MAY 2018 VIDEO MARKETING FOR RAPID BUSINESS GROWTH Organized by: Organized by: Organized by:
Notas do Editor
- First slide. Introduce yourself.
- Introduction to 2Stallions.
- We’re a Digital Marketing Agency since 2012 with offices in Singapore, India (Gujarat), Indonesia (Bandung) and Philippines (Manila)
- We think of Digital Marketing as a tree: It is important to have strong roots and a solid trunk before you can have healthy growth at the top. Similarly, in digital marketing, you need to have your strategy, branding and company content right so you can build a website, which should be central to your digital marketing efforts. Good user experience and functionality is important for ensuring success when people land on your website. To really have your tree bloom, you must invest in digital marketing such as SEO, SEM, Marketing Automation etc. *Explain every part briefly and spend more time which parts are relevant for the potential client*
- Iswitch: B2B marketing, SEO, SEM, LinkedIn, Website updates/revamp & App design FrieslandCampina/Friso: B2C marketing: SEO, Social Media ( Facebook), Digital Media Buy, Google Analytics reporting, Content Marketing Improvements Thomson Medical: B2C marketing: Website revamp CNN: B2C/B2B marketing, more info available in the slide deck UBS: B2C Marketing: Search Engine Marketing Campaign for the UBS Open Wavin: B2B marketing: Social Media( Youtube,LinkedIn, Facebook), Email marketing, Website management, SEO,SEM Singapore Polo Club: B2C Marketing: Email marketing, website revamp Mercer: Project with One Of the Top Tech Giants, which we cannot speak about due to an NDA NTUC: Consulting and our signature event #SPEAKEASYASIA Expat living: Consulting and content marketing course People’s Association: Full HDB flat banners EuroCham: Hack Removal Avado: is a leading British training facilitators in digital marketing. We provided training for their client, TBWA, in project management.
- Add in: http://sinfonia.com.sg/ http://thepeopleatwork.com/ https://starwellness.sg/
- Introduce the program for the night and some general information, for example where there are toilets and water.
- 1 min of video is worth 1.8MM words - Forrester
- Painpoints Cost – with a wide variety of cameras and production values, less of an issue Expertise – a wide network of vendors that can be used and are at different price points from Hollywood blockbuster to a handheld film Purpose – Usually to acquire and engage customers digitally Audience – made for more niche segments thanks to rich customer data Distribution – thanks to Social Media, less of an issue than before Plan – still the most difficult part with more channels to coordinate across and less time Are no longer issues
- Painpoints: Budget (Ambition vs Reality)
- Painpoints: Lacking the skills or expertise
- Painpoints. Clarity of Purpose: what is the objective of this video?
- Painpoints: Knowing your audience – this definitely is not one for the kids in any country …
- Painpoints - How do you get your video out
- Painpoints. Be part of a broader marketing plan – preferably a cunning one
- Painpoints Cost – with a wide variety of cameras and production values, less of an issue Expertise – a wide network of vendors that can be used and are at different price points from Hollywood blockbuster to a handheld film Purpose – Usually to acquire and engage customers digitally Audience – made for more niche segments thanks to rich customer data Distribution – thanks to Social Media, less of an issue than before Plan – still the most difficult part with more channels to coordinate across and less time
- Highlights and Case Studies
- Record breaking viewership: total video views accumulated as 1.5million+ for eFX video and 1.6 million+ for Stock video Most shareable and likeable campaign videos: accumulated 17,600 LIKES and 14,800 SHARES on both eFX and stock videos The highest organic reached videos (26.2% for eFX & 35.6 % for stock respectively) (vs. Facebook organic norm is only 1-2%) Google is going to showcase our campaign as one of their successful case studies in “Think with Google”. Retail Bank’s digital revenue recorded US$9MM in Jan and Feb, grew more than double on YOY basis. It is expecting to pay back the marketing cost and forgone product revenue within 3 months from campaign launch.
- 74 percent of internet users get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests (Harris Interactive) Updates: April, August and October 2017 Email Opens: 45% and Click to Open: 20% Email volume increased 48% post October Refresh. Total Video Views: 126k 74% of mobile survey responders reported being more likely to use the App after watching the video with 43% of Desktop users Video lifted digital payments 26% post-view across all Payments video segments & 59% among digitally disengaged
- Is personalized and localized And is relevant and timely to what’s going on right now
- Introduce the second speaker: ERSHAD AHAMED Ershad is Head of Marketing at Grab which means that he is responsible for all acquisition, retention and branding efforts in Singapore and has spearheaded Grab’s recent product launches like GrabShare and JustGrab. Before joining Grab, he was leading Rakuten’s global marketing initiatives and before that, he was responsible for marketing Gillette in India and Southeast Asia. Ershad will use GrabShare as a case study for how Grab manages digital engagement and conversion.
- Introduce the third speaker: LAURA GREALLY Laura is Digital Account Director for CNN International in the Asia Pacific region. She has over a decade of digital marketing experience and her primary role is to identify and develop a range of solutions across CNN International’s digital portfolio. Before she joined CNN International, Laura worked for both BBC Worldwide. and Fox International Channels Laura will be highlighting some of the strategies they use to tell stories in order to share best practices in this space.