Matthew Kwan, Principal Consultant of Adams (www.adamshk.com) was guest of honour to present about "Digital Marketing in MobileAGE" at NxTEC Program on Oct 19, 2016. Jointly launched by J.P. Morgan, Hong Kong Science and Technology Parks Corporation (“HKSTP”) and Hong Kong Business Angel Network (“HKBAN”), the NxTEC (Next Technologist Entrepreneurial Champion) programme is a two-year scheme dedicated to 200 technology start-ups in Hong Kong, providing them with a series of structured training and connecting them with potential investors.

1. 2016/11/01 Copyright © 2016. Adams Company Limited. 1
Digital Marketing in MobileAGE
Source: https://zh.wikipedia.org/wiki/美麗島站#/media/File:Glassart_in_Formosa_Boulevard_Station.JPG
Matthew Kwan
Principal Consultant, Adams
October 19, 2016
www.facebook.com/matthew.news
Hong Kong Business Angel Network Ltd /JP Morgan/ HK Science & Technology Parks
NXTEC (Next Technologist Entrepreneurial Champion) Programme

2. DISCLAIMER
Confidential. Copyright © 2016.
Adams Company Limited
No part of this document is allowed to reprint or circulate publicly.
Confidential. Copyright © Adams Company Limited. 2

3. We all live in a
MobileAGE.
2016/11/01 Copyright © 2016. Adams Company Limited. 3
"Bill Nye, Barack Obama and Neil deGrasse Tyson selfie 2014" by The White House - http://www.flickr.com/photos/whitehouse/14081505711/. Licensed under Public Domain via Wikimedia Commons

4. 4
Postmodernism:
Customer experience
is all about FEELINGs!?
Picture Source from : http://www.pics4world.com/vb/imgcache/2/4425showing.jpg
© 2015. Adams Company Limited. 版权所有
Copyright © 2016. Adams Company
2016/11/01

5. Copyright © 2016. Adams Company Limited. 5Picture Source: http://cafmp.com/wp-content/uploads/2012/12/Avatar-Enter-the-World.jpg
Postmodernism:
Feeling is Everything
but…
also IMAGINATION!!
2016/11/01

6. Rethinking “Mobile Experience”
• Flip
• Swipe
• Scroll
• Select
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Picture source: https://static.pexels.com/photos/4831/hands-coffee-smartphone-technology.jpg

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Attracting
Eyeballs!!
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Source: http://www.thecultureconcept.com/wp-content/uploads/2014/02/Marilyn-Monroe-by-Andy-Warhol.jpg
Personalized & Contextualized

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To be FOUND
To be SEEN
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10. How [Google] Search Works
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Source: https://www.youtube.com/watch?v=BNHR6IQJGZs

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• Google My Business
• Google+
• Google Blogspots/Other Blogs
• Website Design & Structure
• Directories
• LinkedIn
• Youtube Channel
• SlideShare
• Facebook Fan Page/Account
• …etc

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Google is an obvious
“winner” but look
carefully at China,
Japan, Russia and
South Korea.
Source: http://returnonnow.com/internet-marketing-resources/2015-search-
engine-market-share-by-country/

14. What kind of search patterns on
Search Engines, Social Media & Mobile Media?
My
Product
Product
Category
My Brand
Names
Competitors &
Players
Complementors
Channels &
Media
Cost Level?
Location?
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https://farm9.staticflickr.com/8029/7910370882_e2d8bfd3b4_o_d.jpg
Exact Match Vs Phrase Match Vs Broad Match

15. www.google.com/trends
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16. Monthly Active Users (MAU’s)
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Instagram
400M
Facebook
1.65B
Twitter
320M
http://newsroom.fb.com/company-info/
https://www.youtube.com/yt/press/statistics.html
http://expandedramblings.com/index.php/business-directory/19997/whatsapp/
https://about.twitter.com/zh-hant/company
http://www.businessinsider.com/facebook-messenger-has-700-million-users-2015-6?op=1
https://www.techinasia.com/wechat-650-million-monthly-active-users
http://expandedramblings.com/index.php/business-directory/19788/instagram/
https://www.techinasia.com/weibo-still-growing-maus-2015
http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/
Youtube
1B
WeChat
690M
WhatsApp
1B
Weibo
236M
LinkedIn
1.06B

17. Confidential. Copyright © 2016. Adams
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18. Brand Perception
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• Brand Awareness
• Visibility
• Online Presence
• e-Branding
• Top of Mind
• Word of Mouth

19. Google Display Network (GDN)
19
Confidential. Copyright © Adams

20. Copyright © Adams Company Limited. All rights reserved.
Remarketing
Adwords WebCodes
20
Cookies GDN Partner Network Websites

21. Placements & Targeting
Interests & Topics Demographics
21
Health / Fitness
News
Hotel / Travel
Cars
Watches / Jewelries
Hobbies
Sex
Age
Location
Language
Confidential. Copyright © Adams

22. YouTube (True View)
• EASY TO EDIT
• FLEXIBLE TO EXPAND
22Confidential. Copyright © Adams Company Limited.
• 5 secs to skip
• 30 secs or click per
charge
• keyword/search
behavior
• Topic
• Basic demographics
(Age/ Sex/ Location/
Language…)

23. Expect no sound!!!
Confidential. Copyright © Adams Company Limited. 23

24. Copyright © Adams Company Limited. All rights reserved.
DigitalAdvertising&Consultancy
Facebook & Instagram
24
Images
Confidential. Copyright © Adams Company Limited.

25. Facebook – Canvas Ad
• Full Screen
• Interactive
• Mix of graphics,
text, actions, video,
motion detection…
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26. Copyright © Adams Company Limited. All rights reserved.
Facebook & Instagram
26

27. User Generated Contents (UGC)
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Most Cost
Effective!

28. Viral Elements
A – Anger
B – Beautiful
C – Comedy
D – Discount
E – Essential
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29. Do you really want to like me…?
Emotional
Achievement Life & Death Relationship
Desire
Fame Money Senses
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30. Incentive for Sharing
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https://upload.wikimedia.org/wikipedia/commons/thumb/4/4a/Six_degrees_of_separation.svg/2000px-Six_degrees_of_separation.svg.png

31. Viral, Word of Mouth, Social Media Marketing
Confidential. Copyright © 2016. Adams Company Limited. 312016/11/01

32. Viral Campaign Logistics
Attractive
Incentive
Simple
Action
Min.
Personal
Details
Reward
for
“Sharing”
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• Attractive Incentive
• US$3…?!
• Big Prize + many small gifts
• Exclusive
items/collection/priority
• Simple Action(s)
• Likes
• Sharing/re-post?
• Sign Up
• 5 questions survey?
• Min. Personal Details
• Privacy Disclaimer…
• Reward for Sharing
• More incentive for more
sharing!

33. 33
KLM Case StudyConfidential. Copyright © 2016. Adams Company Limited.

34. 34
Mobile Oriented
Sales & Customer
Service
Confidential. Copyright © 2016. Adams Company Limited.

35. Key Questions…
• What kind of human resources?
• Customer Service Team
• Online Sales Team
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Picture Source: http://www.bespoke-hospitality.com/wp-content/uploads/2013/03/customer-service2.jpg

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THE CONSUMER SHOPPING JOURNEY
Source: http://www.crossmark.ca/wp-content/uploads/Shopping_Journey_image.png
2016/11/01

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Online Discount
Offline Shop
Redemption
Online/Mobile
Registration
Incentive
Offline & Online
Membership
Repeat Purchase O2O
Loop?
Picture Source: http://qranywhere.blogspot.hk/2010/04/iron-man-2-staring-qr-codes.html
2016/11/01

38. How many clicksto pay?
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Photo Source: http://neosidea.com/portal/portalnews/servemedia/112/portalnewsattachments/113/ecommerce.jpg

39. The Idea of Critical Mass
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Investment ($, Time, People, Coverage…)
Return ($, Customers, Brand)
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40. The idea of Cost Per…
• CPC (Click)
• CPM (M=thousand impressions)
• CPV (View)
• CPA (Acquisition/Action)
• CPL (Lead)
• CPE (Enquiry)
• CPS (Sales)
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41. Adams Methodology
Strategic Objectives Planning
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Sales
Brand
AwarenessCustomers
Search
Display
Digital PR
Social Media
Mobile
Marketing
E-Mails
How to get more sales orders/leads with lesser
marketing budget?
(CPS or CPL…)
How to show more in front of
target audience with lesser
marketing budget?
(CPM or CPV…)
How to acquire more members or
customers or fans with lesser
marketing budget?
(CPA)

42. We look forward to collaborating with you!
www.adamshk.com
www.facebook.com/adams.news
www.youtube.com/adamshongkong
www.slideshare.net/adamshk
Confidential. Copyright © Adams Company Limited. 42