While there is a lot of buzz around big data these days, data continues to be fragmented and siloed among corporations in Hong Kong, and the region.
Kenneth Kwok, Hong Kong digital analytics association chairman, moderated a panel session on deep dive into analytics on the second day of SES Hong Kong with speakers Charlie Wang, digital director at Mindshare, and Barry Adams, former regional director at Axciom.
Kwok concluded that the industry continues to lack resources in having a dedicated data analysis person. For instance, marketers in China would rather invest in buying an analytics tool than hire a consultant, Wang pointed out.
Search Marketing Best Practice
At the keynote address on search engine marketing best practice, Mike Grehan, publisher at SES, ClickZ.asia, and Search Engine Watch, shared that a key tip to develop content for search optimization is to understand user intent from three aspects – informational, navigational, and transactional.
The new signals to search engines are the transient media consumer, which he named “connected marketing”. This would bring about a change in consumer behavior more than just the technology available.
When it comes to measuring social media success, Pushkar Sane, co-founder and CEO at Convergination Ventures, said there’s no easy shortcut to do it. While there are many different insights dashboards from the various social networks, marketers need to go beyond standard datasets to conduct analysis as social should not be measured in isolation, he explained.
His advice is to measure impact on business by developing your own key performance indicators (KPIs) looking at buzz (share of voice), reputation (advocates, sentiment), engagement (reaction, impact), and care (response time, satisfaction scores).
A lighthearted but poignant way to understand social ROI is a parody video that he showed at the conference.
Multi-Touch Attribution Analysis
Crispin Sheridan, New York based SAP senior director of search marketing strategy, presented a case study on how to optimize paid search, SEO, and other tactics across all digital channels based on customer behavior.
His takeaway: Look at each customer and all the touchpoints they are receiving, try to analyze the optimal overlap and blend.
Find the highest volume of multi-touches through retargeting to drive greater budget efficiency.
If you are a search or social marketer, work with colleagues in other departments to target the same customers.
He added that at his company, paid search ads, email, and social interaction received the highest conversion rate at 8 percent, which is four times greater than using one tactic alone.
Emerging markets in Asia such as Indonesia, Thailand, Philippines, Vietnam and India are still predominantly feature phone-centric.
“Feature phones are still critical from a reach perspective in emerging markets at 70 to 90 percent,” said Vikas Gulati, VP Southeast Asia at Vserv.mobi.
Although consumers are using feature phones, consumption of mobile content such as videos, audios, and apps are high. Marketers need to understand it’s not just using text banners and sms to reach these consumers as the market has evolved significantly, he added.
Creating an Integrated Marketing Strategy
Featuring a number of case studies from the “Dark Knight” viral, to Diesel’s Facepark be stupid campaign, to the zenbook from Intel and Asus, Larry Tang, founder at Collab said digital and mobile technology has blurred the dichotomy between offline and online.
His top tips at the session:
- Start with goals and strategy and develop a toolkit
- Storytelling and user experience is your number one concern
- Focus more on content publishing, less about product messaging
- Embrace interactive videos and multi-screens. Also, video based campaigns don’t always have to be on YouTube.
Agency execs from left: Patrick Rona, chief digital officer at DDB Group Asia Pacific; Antony Yiu, MD and regional director for iProspect Hong Kong and North Asia; and Martin Shaw, head of digital for Maxus, North Asia.
SES Hong Kong concluded with a Digital Quickfire session where agency heads took questions from the audience on a range of topics from how to balance a company’s paid and organic search budgets to the relevance of public relations in the digital mix.
A snapshot of the Twitter buzz at SES Hong Kong 2012 below:
@abdullahyousoff Nice dashboards, cool charts to CMOs, but key question is; “so what” and “what next”…
@aliceau Never rely on “one size for all” when looking for a good mobile experience, by @incslinger
@rod_izumi Connected marketing is about the change in consumer behavior more than it is about the technology available.
@ketchum @mikegrehan 3 types of user search queries: Informational. Navigational. Transactional. Create content at all stages for best results.
@seanseah Excited about day two at SES HK, new information, new insights and new innovations ahead.
@clickzasia Facebook exec Jayne Leung says biz success metrics for social are the same – reach, brand resonance, reaction and consumer insights.
Laura Roth, senior conference manager from Incisive Media, contributed to selecting the tweets.
Learn more on business optimization and driving conversions from Day 1 of SES Hong Kong Conference here.