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MARKETING 100 DAYS PLAN Indonesia Strictly Confidential Malaysia Philippines Singapore Thailand Vietnam We have distinct purposes for this presentation Take stock of how far we have gone Lay the vision for the next journey Immediate next steps AGENDA The last 100-day journey The next 100-day journey Immediate next steps We have come a long way, but there are still a lots to be done We have come a long way… but there are still a lot to be done The team has been strengthen But we want to be the engine of growth, and there is a lot to get there We put major processes in place But there are still some major areas of improvement, such as communication We have achieved certain business milestones But we can be a lot better at some others People Process Business A1. We are developing the team with many formal processes / initiatives in place More frequent, formal monthly feedback and 1-on-1 informal training and coaching Several department-wide initiatives are in place such as speaker series, Friday workshop led by SEO team and theme training are in place Most important is the intangible: Overall sense of ownership and empowerment - "I can it no matter what" attitude A2. Major processes with problemsolving meeting rhythm are in place Campaign, one of our biggest revenue drivers, is running quite smoothly Consolidated marketing calendar recently finished, to have overview of all channels Onsite campaign is in place with clearer process Meeting rhythm for each channel with weekly check in and check out is established A3. Local channels has grown 150% in traffic, 170% in orders while CAC is decreasing in past 3 months GA data A3. We have added 4 new networks while negotiating a lot bigger discount for current ones in the last 2 months Current Admarket Netlink Eclick Novaad June Galaxy ADX (similar to GDN) CPX Jul Paragon Vietad 10 Focus on mobile Aug All focus on mobile Current discount: - Admarket: 20% - Netlink: 37% - Eclick: 25-35% - Novaad: 55-70% A3. And mobile, our strategic focus, is growing 266% in orders, 112% in CR and 72% in traffic in last 3 months Orders 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 - Revenue 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 - Jan Feb Mar IOS Android Apr May Jan Feb June iOS 9.00% 8.00% 0.54% 7.00% 0.29% 1.47% 6.00% 4.33% 5.00% 1,200,000 1,000,000 800,000 600,000 400,000 200,000 Feb iOS Mar Android Android Apr May June M-Site Mobile CR 1,400,000 Jan Mar M-Site Traffic - GA data Apr M-Site May June 4.00% 3.00% 2.00% 1.00% 0.00% Jan 1.45% 0.54% 0.30% 1.38% 0.68% 0.41% 1.56% 1.02% 0.73% 1.90% 0.98% 0.70% 1.91% 1.85% 2.09% 2.31% 2.36% Feb Mar Apr May iOS Android M-Site 1.05% 2.54% 2.75% June Average 10 B1. We will continue to fuel our focus on all levers for mobile growth Mobile Download • • X Traffic partnership for free download • Explore different distribution models • X Conversion Optimize current paid traffic • Increase scope for free traffic • Increased focus on optimization • Better designed promotion Improve customer experience X Ticket • Enforce of ticket rules • Better customer targeting 21 B1. We marketing department need a fundamental shift in mindset and structure to always think mobile first Channel Local Facebook SEM Description • To have separate Mobile / Desktop KPIs • Explore new frontiers in mobile-specific inventories • Explore mobile CPC • To shif spending to mobile by having special discount for mobile (fake SKUs e.g.) • Have special campaign only for mobile users • Need to understand implication for new tools / products from Search Marketing such as targeted email etc • Always need to have mobile components with more discount for merchants / supplier if run on mobile (e.g Line push, Zalo push) Local marketing to provide more input on mobile-friendly NL CRM • • Affiliate • • Have combined Mobile / desktop KPIs Explore all affiliate who have mobile sites, mobile apps • Campaign team will be responsible for both deskstop and mobile campaign Partnership Campaign 22 B2. SEO teams need to be fully focused on execution of the 3 big initatives MKP SKU indexing Focus on getting the MKP SKUs to be indexed by the search engines Customer review Total overhaul and improvement to encourage more customer reviews onsite Link exchange Link exchange with more frequent tracking and focusing on quality domains All of above initiatives are accompanied with rigorous and regular tracking of all operational and KPI-related metrics - strictly confidential - 23 B2. Focus on affiliate need to be reenergized with completion of transfer to new system Active Affiliate 250 200 150 100 50 Transfer to new platform • Focus on helping all affiliates to transfer to HasOffers • Execute education plan for all affiliate to understand new system Revamp communication • Derive frequent communication plan with standardized process for active affiliates • Create PR plan to raise Lazada affiliate program awareness - strictly confidential - Jan Feb Mar Apr MayJune July AugSept Oct Expand the number of active affiliates • Derive tailored acquisition plan for types of affiliates (big publishers, medium affiliates, small facebookers/bloggers) 24 B3. Partnership needs to be developed into a mega lever Pitch process to be more standardized Regular update of pitching calendar and pitch status Develop system for recurring partnership Increasing focus on finance Develop tight tracking system of finished and ongoing partnership with clear classification (e.g A/R for retail, cash payment for marketing etc) Close cooperation with finance team, ideally should have person in finance to be responsible for partnership finance Close collaboration with retail team Develop a mutual win-win mentality Standardized process for retail involvement in lead generation, deal pitching and monitoring 25 C. Interdepartment communication should be a priority and put as part of a standard process Create quarterly marketing newsletter Schedule bi-weekly review of inter-dept communication Actively build relationship with other team 26 AGENDA The last 100-day journey The next 100-day journey Immediate next steps 27 A. People Everyone to finish individual learning plan Developing people Team leader to set up monthly 1-on-1 feedback sessions Team to contribute ideas for next speaker series and Friday topics A. Business Head to derive mobile KPI for each channels Local channels team to reach out to adnetworks for mobile CPC Everyone thinks mobile Affiliate to check if current active affiliates are on mobile Campaign team to take charge of campaign on mobile, starting this week Facebook: mobile team to hunt for best SKUs to implement Mobile-specific deal on FB this week A. Business SEO team to start implementing SKU page indexing plan SEO Customer review tool to be finalized with regional involvement Affiliate Link exchange plan to be done this week Comprehensive daily and weekly tracking to be finalized this week Finish transfer all affiliates to new system this week Finalize revamped communication plan Have sales-boosting campaign for last weeks of month A. Business Review pitching schedule Weekly check in on plan for recurring partnership Partnership Affiliate to check if current active affiliates are on mobile Review all current and past partnership with finance to ensure and A/R are cleared C. Process Have overall department campaign calendar Communica tion Create quarterly marketing newsletter to send to other depts Finish communication workshop and send out individual improvement plan this week Back up 33 A3. Line / Zalo Timeline May 2014 Activity 3 push messages/ week + posts Purpose Direct sales channel 34 3. Zalo – Big Vietnamese OTT with 10 mil users Social Media info Timeline OA from May 2014 22,000 fans as of July Total fans Activity Daily posts, exclusive deals & vouchers, games, & text messages Purpose Increase sales Build a large and strong customer base Number of posts so far: Average posts/day: 2.5 posts Average likes/day: 667 likes Average unlikes/day: 8 unlikes Average comments/day: 13 comments Average texts from fan: 31/day Average number of active fans: 610 in June 35 ... AGENDA The last 100- day journey The next 100- day journey Immediate next steps 18 The next 100 days will be both very exciting and challenging A People: we aspire to be the best team in Lazada Have... system Revamp communication • Derive frequent communication plan with standardized process for active affiliates • Create PR plan to raise Lazada affiliate program awareness - strictly confidential... relationship with other team 26 AGENDA The last 100- day journey The next 100- day journey Immediate next steps 27 A. People Everyone to finish individual learning plan Developing people Team leader to