Inbound Marketing Explained

The Cookbook Of
Inbound Marketing

eddie.choi@frontiersdigital.com | SES HK 2012

Source: Google, IAB


What sources of information did the consumers seek
out to help their purchase decision?

Scoping At Store


Is Customer Journey Linear?

Stimulus

SMOT
FMOT


Stimulus ZMOT FMOT SMOT

Pre- Post-
Awareness Awareness Consideration Purchase Purchase

Display Advertising

Video Ads

Mobile

Social Social

SEO

SEM


Typical Conversion Funnel

Awareness
Interest
Desire
Action


Active Evaluation
Awareness Widen the
brand
choices

Active Evaluation
Awareness Desire > Action
Loyalty Loop

Recall the
preferential
brand

Awareness Interest

Loyalty/CRM

Luxury Goods
Sector

Search

Individuals become more powerful


Questions reveal intent


Leads become fans


Fans show affection


Affection generates business


Customers become advocate


Even the farmers have gone social


Traditional Marketing New Marketing

Collaborate
& Create

SHOUT


Today we don’t find our customers;
they will find us.

tv social media
print

outdoor
WE WWW
sem

pr
Outbound/ Inbound/
direct mail Reach Intent seo


Marketers need new gadgets


Inbound Marketers
(China, Hong Kong, Macao, Taiwan)


Online consumer journey in China


Does Social Signal
Exist In China?


Social signal in
Baidu is picked up
based on relevancy,
time and the
content of the
search query.
Baidu’s algorithm
will determine if
any social content
should be inserted
in the SERP after
analyzing the
search intent of the
query.

Baidu
brand
zone
Sina
Weibo
inclusion
Advertiser
official
website

Baidu

Pseudo
media

Organic

Baidu news
inclusion


Holy


Take advantage from
Baidu proprietary content.


Social


Social Media Portfolio
Conversation Amplification
Authority
Value Value

Blogs ★★★★★ ★★★★★ ★★

Social Networking Sites ★★★ ★★★ ★★★★

Microblogs ★★★ ★★★ ★★★★★

Video & Music Sites ★ ★ ★★★

Bulletin Boards &
★ ★★ ★★★
Discussion Forums


Growth Of Weibo Users

Source: CNNIC


60-days Fans Per Post (Sport)


60-days Amplification (Sport)


60-days Fans Per Post (Luxury)


Best Practice


Crispin Sheridan
Senior Director of Search Marketing
SES Advisory Board Member


{The Question}
If we use the same keywords in
social media activities such as
Facebook fan pages, wall posts,
links, etc., what kinds of traffic would
we see, and would it be valuable
traffic?

{The Plan}
The company built a Facebook fan
page to target a sample of 16,000
fans. By collecting the top value and
highest converting keywords and
phrases from organic search efforts,
it began creating posts for the
Facebook page with those terms.

{The Result}
Social traffic converts
2.5 times more than the
organic search traffic.


It is a non-line world


Singaporean concerns of
health issue in 12 months


Singaporean Social Profile On Facebook

Age 18 - 30 Age 31 - 50 Age 51 - 65
1,219,960 943,200 198,760

112,600 Target Audience


Content, Content, Content


Benchmarking content
inventory.

Find out the publishing
frequency & the degree
of relevancy.

Collect insights and attributions
via various sources, especially
via search engines for
semantics.

Monitor and take notes on the
competitors’ copywriting.

Collect insight from web
analytics, setup social
segment, monitor the life cycle
of Weibo.

Combine all the above and
visualize them for a journey of
ZMOT.

Done!
linkedin.com/in/eddiechoi
clickz.asia/author/eddiechoi


Inbound Marketing Explained

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