《数字营销》digitalmarketing-fs-neilwang-04241426p.pptx

1、121 Century：Information Explosion1812-1870Charles John Huffam Dickens“It was the best of times,it was the worst of times,it was the age of wisdom,it was the age of foolishness,it was the epoch of belief,it was the epoch of incredulity,it was the season of Light,it was the season of Darkness,it was t

2、he spring of hope,it was the winter of despair,we had everything before us,we had nothing before us,we were all going direct to Heaven,we were all going direct the other way”A Tale of Two Cities第1页，共26页。2Digital Age第2页，共26页。3Digital AgeAlmost 24 hours on line第3页，共26页。4Device AgeAlways on line第4页，共26

3、页。5Overview of BackgroundData IndexNumber of Internet Users(China),2019-2019EPenetration Rate of Internet(China),2019-2018EBroadband Subscribers of Internet,2019-2019ESource:National Bureau of Statistics of China,Frost&Sullivan0.80.70.60.50.40.30.20.10.02015E0.712014E20110.5120100.460.6620130.612012

4、0.56CAGR:9.07%42.12%201138.32%201034.36%2015E55.26%2014E50.37%201346.52%20122014E20132012201120102015EUrban(Million Subscribers)Rural(Million Subscribers)20 Years Development History0.61 Billion Internet Users 46.32%Internet Penetration Rate 第5页，共26页。6Profiles of Internet UsersGroupAgeFeaturePopulat

5、ion(Million)InternetPenetration(%)Average Hours/day TeenagersStudentsYoung ExplorersWhite CollarsMiddle-agedSenior People14-1819-2526-3526-3536-505151Grow up with the InternetUse for entertainment and learning Grow up with the InternetUse for keeping contact with society and learningHigher education

6、 level Make life and work much easier Lower education level Looking for thrills and a sense of achievement Relaxation and entertainment Support for daily work and lifeNot familiar with the InternetA way of communications with family1841171925234322092658799991.44.62.82.64.44.9Determined Fans第6页，共26页

7、。7Overview of BackgroundUsers Type InformationWhat Do Determined Fans Really Care?VideoIMSNSVideoIMShoppingVideoIMGame第7页，共26页。8Fragmentation Era 碎片时代碎片时代 “地球人都知道，世界已经碎片化。就像每一天的日子，相对于一生，都是一块小小的碎片，明亮的或灰暗的，想成我们忽明忽暗的一生。价值观多元化，导致生活形态碎片化，每个人的日子都可以自圆其说。科技的进步，导致人类沟通的碎片化，同龄人交流也有代沟。虚拟的交给虚拟，否则相见成仇。安迪沃霍尔说，每个人都

8、能当上15分钟的名人。”叶茂中 雨城媚惑方舟第8页，共26页。9The Age of Wisdom;The Age of Foolishness30 years agoTodaySource:Frost&Sullivan第9页，共26页。10遍地碎片，一地鸡毛遍地碎片，一地鸡毛20 Years Development History0.61 Billion Internet Users 46.32%Internet Penetration Rate 8 Windows Opened at the same time25 Seconds per web page viewApprox.10%me

9、mory rate我们拥有一切？我们拥有一切？可你总是笑我一无所有可你总是笑我一无所有!第10页，共26页。11Fragamentation Marketing 17 Years OldHigh School StudentOnly ChildDaily Life ScheduleA.M.6:30Get up to start a day7:00Walk to metro station10:00Secretly reading novel in history class 12:00Browsing Baidu Tieba in lunch break 20:00Completing hom

10、ework21:00Playing online games“My biggest hobby is playing online games and reading novels.Internet let me leisure and helps me learning.”P.M.Personal Digital Equipment:IPhone 5Sony MP3Desktop PCs With 512K ADSLDigital Marketing Coverage AreaOut-of-home Ads Mobile internetSearch engine第11页，共26页。12Fr

11、agamentation Marketing26 Years OldFinancial white-collarSingleDaily Life ScheduleA.M.7:00Get up to start a day7:30Morning exercise with Nike+9:00Playing Flappy Bird on the way to office12:00Shopping online in lunch break time20:00Completing working21:00Watching American series for relax“I love fashi

12、on and literature.I use internet for my work,my leisure to obtain more information of what Im concerned.”P.M.Personal Digital Equipment:IPhone 5S,Blackberry 9900IPad MiniThinkPad X230i,Macbook proDigital Marketing Coverage AreaOut-of-home Ads Mobile internetSearch engine Social network15:00Refreshin

13、g Weibo for a break第12页，共26页。13Fragamentation Marketing38 Years OldHousewifeOne sonDaily Life ScheduleA.M.7:00Get up to start a day8:00Shopping in the supermarket10:00Reading Newspaper12:00Checking E-mail and chat with friends by Wechat“I began to use the Internet over the past two years and feel fa

14、scinated.It is more convenient to serve my family.”P.M.Personal Digital Equipment:Samsung Galaxy S4Desktop PCs With 1M ADSL LetvDigital Marketing Coverage AreaMobile internet Search engineTraditional marketing channel15:00Watch Letv21:00Bed time第13页，共26页。14Fragamentation Marketing新兴频道越多，条状越细，合适策略越难掌

15、握新兴频道越多，条状越细，合适策略越难掌握1第14页，共26页。15Fragamentation Marketing多屏时代，还有多少人能完整看完一场球赛？多屏时代，还有多少人能完整看完一场球赛？2第15页，共26页。16Traditional MarketingPrecision MarketingInteractive MarketingDigital MarketingSearch Engine Marketing(SEM)Real Time Bidding Ad(RTB)Mobile MarketingSocial MarketingReturn On Investment(ROI)B

16、rand PromotionBig DataMarketing第16页，共26页。17数字营销出现，多了数字化这一工具，但只是工具。数字营销出现，多了数字化这一工具，但只是工具。以工具、以工具、渠道出发的营销理念已死渠道出发的营销理念已死Content ActuallyWe-media:Personalization of BrandsBig Data Precision MarketingCross Screen Mobile MarketingCreative Evolution&Integration Wave第17页，共26页。18When Big Data Meets Marketi

17、ng第18页，共26页。19Be it Digital marketing or Non-digital Marketing,its all about whom you are and what you do.Mr.Chu Shijians Mr.Chu Shijians Orange(Chu Orange)Orange(Chu Orange)品牌品牌精神精神：每个每个品牌背后都有一个伟品牌背后都有一个伟大的想法支撑，品牌就像大的想法支撑，品牌就像人一样，最优秀的品牌身人一样，最优秀的品牌身上总有一席优秀的特质，上总有一席优秀的特质，他们忠于自我，始终如一，他们忠于自我，始终如一，坚持己见，

18、而人们则会紧坚持己见，而人们则会紧跟他们的脚步跟他们的脚步第19页，共26页。20When Big Data Meets MarketingV.S.第20页，共26页。21Back to the fundamentals with a Big Picture in Mind罗中立罗中立 父亲父亲世界变化了吗？世界变化了吗？是的是的人变化了吗？人变化了吗？是的是的世界真的变化了吗？世界真的变化了吗？人真的变化了吗？人真的变化了吗？第21页，共26页。22洞察消费者的需求，洞察消费者的需求，谁解决了消费者的需求，谁解决了消费者的需求，谁就能走上发展的快车道谁就能走上发展的快车道营销的公理始终如一营

19、销的公理始终如一芥子须弥芥子须弥第22页，共26页。231.Digital Marketing=“Direct Mailing”,but DM 2.0;2.Integrated Marketing=DM 2.0+“Contents”;3.“Contents”include but not limited to Understanding of Needs and/or Unmet Needs,Understanding of Human Nature,etc.Key TakeawayKey Takeaway第23页，共26页。24Thank you very much!Dr.Neil WangGlobal Parter&China Managing DirectorP:+86 21 3209 8895M:+86 1350 172 7058Email:xwangfrost第24页，共26页。Thank you第25页，共26页。第26页，共26页。