China reis achtergrond

1. Keep your friends close, and your enemies closer. Sun-tzu Chinese general & military strategist (~400 BC)

6. The segment targeted by i-merge

13. China is the social network country

16. Also in China (like in the US): online video & social networks.

20. The 3 moments of truth for a brand acquisition retention recommendation conversion 1. Is the advertising (relevant) (creative) (impactful) (persuasive) enough for me to even consider buying the product 2. Is the product / service fully delivering the promises made during the pre-usage period? 3. I am so happy about my choice that it is very likely I will recommend the brand to friends, colleagues, neighbours …

21. Measure the Recommendation Power of your brand!

22. The value of the 3rd moment of truth

24. Use data to find recommenders. And communicate with them The starting point for all excellent interactive brand campaigns (with a high ROI), is the creation of a continuously growing interactive database with customers (friends, fans...) & prospects, that is continuously updated and enriched. Mobile can help you build that database 8 Unidentified prospects Identified prospects & clients database

26. Mobile.The 2nd most important medium in people’s mind* i-merge | sinomonitor research

28. Use mobile in an integrated campaign Fully integrated database driven & interactive marketing communication have a unique value to build consumer knowledge at the individual level of identified prospects and clients 8 newspaper ad Coupon tvc Loyalty program mobile banner i-newsletter ambassador incentives

29. What can interactive advertising do? 8 1.Awareness Build up awareness for (new) brand or product or service 2.Cognitive Inform & educate consumers about cognitive facts & figures of the brand 3.Emotion, values Upload emotion and values. Empower the “Added Perceived Value”. 4.Traffic Generate traffic to site & to real POS either to register or to buy 5.Trial Get a sample or a 1st time purchase 6.Repeat Stimulate repeat purchase 7.Loyal Gradually build loyalty (buy more often, get bigger share of wallet) 8.Advocate Make advocates, ambassadors who promote/recommend your brand Data base acquisition retention recommendation conversion

30. Past ad-investments were largely pre-traffic based using mass media … Awareness 了解 Cognitive 辨识 Emotion 情感 Traffic 引导 Trial 尝试 Repeat 重复 Loyalty 忠诚 Advocacy 拥护

31. Awareness 了解 Cognitive 辨识 Emotion 情感 Traffic 引导 Trial 尝试 Repeat 重复 Loyalty 忠诚 Advocacy 拥护 Future ad investments should be traffic & post-traffic based, inviting people to act and interact. They will be more on POS too!

34. The growing field of digital 500 mio Mobile users 172 mio Internet users 120 mio Web chatters 40 mio Mobile chatters

35. Registration Requirements