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digital marketing

Why You Need a Content Marketing Strategy for Your Businesses in Hong Kong

By | digital marketing

What is Content Marketing?

Content marketing refers to the process of creating content – articles, books, newsletters, videos, podcasts, and more – without explicitly trying to pitch a product or service, but to educate and entertain readers.

It’s about creating content that’s entertaining and helpful first and profile-raising or promotional second. Any deviation from that would result in your content being ignored by the readers you’re targeting.

Why are Companies Using Content Marketing? 

Companies are adopting content marketing because the world of marketing has completely changed. Buyers are no longer responding to ads or promotional content like they used to.

26% of desktop users and 15% of mobile users have ad blockers installed on the devices (LINK: https://www.adweek.com/digital/iab-study-says-26-desktop-users-turn-ad-blockers-172665/). The Asia-pacific region (of which Hong Kong is part) takes the lead as the region with the highest number of ad blockers, having sustained the lead for the past two years.

More alarming is that about $35 billion of ad spend is lost yearly as a result of so many people using adblockers (Source: https://www.hubspot.com/marketing-statistics).

In addition to blocking ads, people are ignoring emails and tuning out messages with promotional intent. No one wants to be pitched to — instead, they like it when companies try to make it fun and helpful to them.

 In the end, a majority of customers want to be educated on the qualities and key aspects of a product or services, and after that, left alone to make an informed decision on their own.

That’s the new world of marketing for you.

It’s simple: You have to stop sweating about what customers are interested in and instead become what they’re interested in.

Benefits of Content Marketing

We’ve established that content marketing is vital in helping your business or brand reach your target audiences in more organic and engaging ways. But what benefits does this present for you exactly?

  • Increase in Sales
  • Improve SEO
  • Improve client or customer retention
  • Magnify your reach
  • Enhance your online reputation or qualify you as an authority leader

Content Marketing Case Studies in Hong Kong

The trick behind running a successful content marketing campaign is simple: focus on creating high-quality content and then use your creativity to drive it to the masses.

We’ve shortlisted a few companies that used creativity and technology to increase their organic reach through nothing else but content marketing.

Toyota Macau: 360 View Interactive Video

Stats show that online users would rather watch a video on Facebook than dig through huge blocks of text content carrying the same message.

No one understands this concept better than Toyota Macau. Instead of taking the usual route of listing their car features, they made a video that provided a 360-degrees view of their car’s interior.

This allowed online users to look into the car from any angle and recognize some of its details. It was an excellent opportunity for the company to nurture potential customers and leave a positive impression of their brand.

Fujifilm: “Photo by Photo” Posts

Fuji Film was finding it hard to engage with its followers and establish a long-term, sustainable relationship with them.

They decided to research, and that’s when it occurred to them their clientele comprised of hipsters mostly.

Their agency helped them come up with a string of “Photo of Photo” posts that covered stories surrounding different photos, cities, travel experiences, and life in general. Their followers were able to participate, and the results were epic.

They were able to improve their organic reach times 30 and get their sales through the roof.

Facebook instant articles are sold as being ten times faster than mobile web articles. Plus, readers are 30% more likely to share them as opposed to mobile web articles.

All that CSL 1010 had to do was take advantage of this technology. They would connect with a Key Opinion Leader, Fong Kin Yi, who would go on to share her stories with CSL 1010’s audience.

The fast and immersive experience created by Instant article made more and more readers to engage with their content. They’ were impressed by it, and that’s how the company got to receive its breakthrough.

Integrated Approach to Content Marketing 

Every thoughtful content marketing strategy revolves around four buzzing world – paid, shared, owned, and earned media.

Each of these approaches plays a crucial role in any solid content marketing strategy. As a marketer, you must figure out how to balance all the four buzzwords.

That should form the basis of any content marketing strategy aimed at enhancing your online authority and exposure.

Owned Media

Any of your web property that’s under your total control falls under “Owned Media.” It refers to any form of web content that’s unique to your brand.

Examples include your website, blog, and social media channels. Blogs and social media are viewed as extensions to your website, while all the three are your extensions to your brand.  

Your goal should be to fill the internet with as much owned media as you possibly can. The more you fill the internet with your brand’s owned media, the more you’ll be increasing your online brand presence.

Paid Media

As the name suggests, paid media refers to any form of content that you pay for to display. It refers to content marketing tools such as PPC and display advertising.

Running a content marketing campaign that focuses on paid media requires a well-thought-out plan and proper execution clubbed with a compelling call to action (CTA) that smartly addresses customer benefits.

Earned Media

Any form of user-generated content falls under earned media. It refers to the comments, reviews, tweets, photos, mentions, and videos that users leave behind after interacting with your brand.

It’s the online equivalent of word-of-mouth, the most trusted form of content. Customers seek it for decision making.

Of all the three media content that you have zero control over, it’s the most difficult one to crack.

Shared Media

Shared media overlaps with earned media, but generally, it refers to your social media activities. The only difference is that it extends beyond your target customers to your relationship with other business owners and influencers.

Are the influencers sharing your content? Are you sharing their content? How active are you on LinkedIn groups?

It’s basically about your network, the influence they have, and how much you can benefit from it.  

Essential Content Marketing Goals You should be Pursuing

Cross-selling and up-selling

Imagine commanding a huge audience but not making enough sales. Your website is doing a bang-on job driving enormous amounts of traffic, but there’s nothing impressive about the conversion you’re getting. What do you do?

Simple: you go back to the drawing board and make necessary adjustments to your content marketing strategy. Figure out how you’re going to tailor your content to draw interest and hook in your target customer base.

Your focus should shift to email marketing, newsletters, and more social media marketing. You have to keep sending regular emails and social media posts as you gradually warm them up to take action.

Customer loyalty and retention

The more online users read your brand’s content and gain from it, the more the perception they have concerning your brand shifts. The more they start casting your brand in a positive light – and it’s not about credibility but likability.

Use informative and entertaining content to provide value that’s outside your product offerings.

Boosting purchases

You can use content to raise more awareness around your brand. At the same time, you can use content to influence decisions and get even more people to consider purchasing your products and services.

Good content is educational and less pitchy. It encourages engagement without making it appear like the only thing you’re interested in is promoting your products.

In other words, your content must be 80% answer-oriented and helpful. As for the remaining 20%, you can use it to self-promote by reminding your readers that you have a product or solution that they might find useful.

Engagements

Things have changed. The stilt and clunky manner that businesses conducted themselves a while back no longer carries the same effect.

Customers want to do business with people, someone with feelings and empathy. Remember, your ultimate goal isn’t just to crank up sales. You want to end up with loyal customers and brand advocates.

Content offers you a chance to show your face. It provides you with an opportunity to share your knowledge and opinions, and give your target audience a chance to engage you.

In so doing, you’ll be creating a personal bond with your audience, thus giving them a chance to feel like they’re part of your brand – and that’s how you win over your customers as brand loyalists.

Generation of leads

Your website attracts hundreds or even thousands of readers. People are aware of your brand and what it’s involved with, but that’s not enough.

You want to convert them into leads. You have to figure out how to make them download your eBook or white paper in exchange for their contact information.

In this case, you’re using content as a lead magnet. You can use pop-ups and ask them to submit their email addresses to continue reading. In exchange, readers get to be allowed to download your eBook, white paper, or be granted access to your premium article section.

Brand awareness

One of the reasons you’re involved with content marketing is branding. This is a common goal among marketers.

Writing relevant and useful content to your target audience is especially important for niche marketing. You can easily target a relatively large community by sharing your knowledge and understanding of the industry through content.

The more you create high-quality content and share around, the more people get to know about your brand and what it’s involved with; the more you can also influence their perception of your brand and put out your ideal image.

Types of Content Marketing

Here are the different types of high-performing content that you can use to market to your target audience and even get them to engage with your brand and boost sales.

Articles or Blog Posts

Articles are the most popular type of content – and it’s for a good reason. They’re what you use to improve your SEO performance and increase your organic reach.

They also allow you to make the most out of your shoestring marketing budget. If anything, they’re a cheaper substitute for costly adverts.

According to Forbes, websites that run an active blog section are 434% more likely to be indexed and ranked in the SERPs than sites with no blogs.

Audio Podcasts and Videos

The podcast is another type of content that’s fast gaining popularity among online users. People listen to podcasts when they’re driving or in the middle of doing something else.

There are programs that you can use to convert your video content into audio. This offers you a chance to record video and audio content in one sitting, without necessarily having to do them separately.

Case Studies

Cases studies refer to the stories you tell about how a particular customer or business benefited from using your services or products. Typically, people use case studies to highlight the applications and uses of their products and services.

Consumers enjoy reading case studies because it helps them to understand your products and solutions better.

E-Books

E-books offer long-term value to your leads and customers. An excellent E-book is not about the pages it has. But the value it carries.

As a marketer, you can use e-books to provide useful information and valuable insights that seek to address some of the needs and challenges your users have.

The more readers find your e-book valuable, the more they’re inspired to trust you.

Reviews

Find a way to encourage your customers to put a positive word about business out there. Ask them to review your products and services so that other customers can know what to expect when they do business with you.

Sign up with sites such as YELP and let your customers know that they’re allowed to review your services on this platform. Remember also to make good use of Facebook, Google reviews, and any other platform that accepts reviews.

Email Marketing and Newsletters

Email marketing information offers you an opportunity to collect contact information from your customers so you can start targeting them through regular emails.

It’s what you use to stay in constant touch with your target audience as you gradually nurture them into taking action.

With email marketing, you’re free to broadcast your message whenever you feel like it. It also comes with guaranteed delivery.

Infographics

Infographics offer you a chance to educate your target audience using simple, eye-catching media content. Their visual content format allows you to display data content, including statistics, better.

A well thought out and planned infographic will also attract other bloggers and make them link back to you – a tested strategy for gaining backlinks.

With infographics, you have to begin by choosing a topic that’s suited for this type of content format. Typically, infographics can accommodate any piece of information. You can use it to explain a complex concept, present statistical facts, or offer a product diagram.

11 Steps to Build Your Content Marketing Strategy

Step 1: Set Your Goals and Mission

Start by preparing your mission statement. You need this statement to figure out what’s important and what’s not – so you can know where to direct the bulk of your marketing effort. A mission statement will also help you to stay on track and cut on all the distractions.

Here are the things you need to outline in your mission statement:

  • The audience you’re targeting
  • The best content to target them with
  • How they’re bound to benefit

In other words, your mission statement should define your audience, highlight all the benefits your content managing strategy presents to them, and, most importantly, help you figure out what type of content is best suited for that particular type of audience.

Step 2: Establish Your Key Performance Index (KPIs)

You’re not planning to run the content marketing campaign blindly. You have to keep track of your progress every step of the way.

KPIs are the key metrics that you use to measure your goals. It’s what you use to determine what you’ve achieved so far.

You choose KPIs based on the goals you have. What do you plan to achieve in terms of sales, revenue, SEO, traffic, and so on?

Step 3: Know Your Audience

You should know your audience inside-out to know what type of content appeals to them most.

You can start by collecting their demographic data – age, location, income, and gender.

The next thing you want to do is to dig into their interest. Google Analytics (GA) should be your friend in this – open GA and go to audience ~> Interest ~> overview.

You should be able to see the market segment that your target audience fits in best.

Facebook is another excellent source of information on your audience’s interest. After opening up the page, head to Facebook page insights, and you’ll be provided with more information on your customers’ interest.

Before you jump on anything else, it’s critically important that you create your buyer’s persona.

Use demographic data and customers’ feedback to flesh out the personas.

Step 4: Assess Your Position (Content Audit)

We want to assume that you’re not starting from scratch. You already have content out there – be it on your blog, social media, website, video streaming sites, podcast media, and so on.

At this point, you want to look deep into this content and figure out what content has been inching you closer to your marketing goals.

You’re basically performing a content audit.

Use screamingfrog.com to log your content and analyse it. The next thing you want to do is assess the usefulness of the content and find out if it served its purpose. Lastly, you want to identify all the gaps or the content sectors that need to be improved on.

Step 5: Come up with a List of Most Suitable Channels to Market your Content on

To this point, you must have gotten a sense of where your audience likes to hang out most. For a start, you don’t have to work on all platforms, but to single out 1 or 2 platforms that perform best. Those are the platforms to focus on.

Again, GA can help you out with this – Go to Google Analytics and click on Acquisition ~> Social ~> Overview.

You’ll be provided with a list of social media platforms that your content is being shared. Buzzsumo is another brilliant tool for this.

Step 6: Decide on the Type of Content that Suits Your Audience Best

You have to decide on the type of content that will be part of your content marketing strategy. Blog posts should be among the content that you choose. Ideally, your blog content must be valuable, actionable, and shareable.

Buzzsumo can help you map out your posts and come up with more content ideas for your blog posts.

Step 7: Identify Resources and Allocate them 

After you’ve identified what content is better suited with your target audience, who to target, and what platform to focus on, the next thing you want to do is make sure you have all the resources you’ll need in order.

Here’s a list of things to look into:

  • Find out who’ll be tasked with the role of producing and managing your content. Unless you’re planning to take the DIY route, you need a skilled and experienced copywriter and content developer for this.
  • What human, digital, or physical tool do you need for this?
  • How’s your publishing workflow? Do you have a schedule? And how regular will you be publishing the content?

Step 8: Create a Content Calendar?

A content calendar is supposed to guide you on when exactly you should be publishing your content.

It will also assist you with planning, besides keeping you on schedule. It’s even more critical when you’re working with a team and are looking for a way to keep them organised. Google calendar should be your friend in this.

Step 9: Create Content 

This is where you fold your sleeve and get to the dirty bit of the work. You need content, and the only way you can get it is by creating it.

By now, it’s only normal that you’d have figured out some content ideas. You have options aplenty when it comes to this. You can start with ‘how-to’ articles or make a listicle of some of the things that you suspect your readers might be interested in.

Step 10: Distribute and Market

Your content is only of use to you when you’re able to get it to the right audience. Don’t rely on users finding it. Instead, come up with a strategy on how to get it to them.

Here are a few pointers on how to go about it:

  • Schedule the posts: Schedule the post for automatic sharing on social media. The first step would be to share it immediately, after which you want to make good use of drip sharing tools such as Missinglettr.
  • You have the option of distributing your content to subscribers through email marketing.
  • Make good use of influencers, particularly those that you mentioned in your content.

Step 11: Track Results

Remember the KPIs we mentioned earlier on? Now it’s time to put them into use. Find out how your content is contributing to your goal.

How close are you to achieving your goals? This should help you know what to adjust or where to direct much of your focus.

  • Go through your Google Analytics account and analyse the results you’re getting.
  • Use social analytics tools such as Buzzsumo to find out how your content is performing on social media.
  • Look for conversion analytics tools such as OptinMonster to find out how your site’s visitors are converting.

Essential Tips for Successful Content Marketing 

What does it take to run a successful content marketing campaign?

Responding to Your Customers Pain points

Running a successful content marketing campaign means responding to your customers’ concerns and pain points.

It’s a strategy that works for small businesses with simple customer buying journeys. But it could also work with complex situations.

Learn to see things from the perspective of the customers you’re targeting.  What problems and questions do they have? That should be the direction your content takes.

Collaborate with other Industry Players

Content marketing is only useful when you’re doing it right – in an integrated way. Your content must be relevant in the first place.

This requires a more coordinated, planned, and collaborative approach than many businesses are employing.

Your content can come from various sources, departments, and so on. It’s upon you to figure out how to use the different sources and combine them with what you have to come up well-organised, planned, and researched content for your audience.

Having a Content Marketing Framework

There’s nothing like a silver bullet in content marketing. Every strategy you come up with has to be tailored to your needs and goals – nothing like a one-size-fits-all solution.

There are so many content marketing models and frameworks that you could use to develop a solid content marketing strategy. Each of these models is unique in its own way.

It’s the same story with your business – no two businesses are the same. Nor can they be effectively marketed with the same content marketing strategy.

Establishing Roadmaps and Maturity Models

A staged approach, where you followed a pre-laid content marketing maturity track, will help you take actions that are targeted for tomorrow.

They’ll provide you with a clear view of things to come. They’ll even help you come up with a content marketing budget that you’ll be using tomorrow.

In other words, it’s a strategy that’s geared for the future.

Taking an Integrated Content Marketing Approach

Your content marketing strategy needs to be customer-centric. You have to begin by developing a holistic view of the customers you’re targeting.

The outcome dictates everything you do in terms of customer experience. By improving customer experience, you do not just impress users, but search engines as well.

Refining Your Audience Selection

Audience selection is usually made through buyer personas. Of course, there are other models – like working with archetypes.

However, you can not rely on empathy or what your intuition tells you about your target audience. If at all possible, you have to involve your customers in the persona segments.

While at it, you have to remember that these personas won’t always be the same. They’re continually evolving, and it’s upon you to keep on refining them.

Understanding Consumer Networks

Your consumers have a network of their own. By marketing to them, you’re not just targeting them, but putting on a show that may impact how their network also reacts to your marketing message.

Understanding consumers means understanding their networks, as well. It goes beyond social listening or understanding the consumers. It’s about channel enablement, and understanding those linked to your target audience – internally and externally.

Top 7 Content Marketing Agencies in Hong Kong

MediaOne

MediaOne is an industry-leading content marketing agency in Hong Kong that focuses on helping brands ditch jargon and figure out how to scale up by connecting and engaging their audience on a more entertaining and educational level. MediaOne offers to arm businesses with the creativity, authority, and oratory experience that they need to be understood. The company operates with content specialists that promise to help you with the following:

  • Keyword Research
  • Persona Modelling
  • SEO Content
  • Distribution Analysis, and so on

Address: 

4/F the Gardens 3, 1 Sunning Road, Causeway Bay Hong Kong

Phone: +852 9226 4438

Website: https://mediaone.co

Wild at Heart

Wild at Heart is a globally-known digital marketing agency with a reputation that precedes them. The company has been working with both starting and established brands in helping them crank up their online traffic and increase their social engagement.

Their digital and content marketing solutions are tailored to your business goals. They’re the content marketing experts in Hong Kong that strive to ensure businesses get to warmly connect with their target audience though nothing else but well-planned and thought-out content.

More Information

Address: Room 301, 3rd Floor, Dominion Centre, 43-59 Queens Rd East, Wan Chai Hong Kong

Website: https://wild-at-heart.net/

Mark&Ting

Mark&Ting is a boutique digital marketing agency based in Hong Kong. The agency is managed by a team of multi-talented digital marketing professionals well-known for delivering tangible results to SMEs, start-ups, and entrepreneurs.

More Information

Phone: 61150027

Email: info@markandting.com

Website: http://www.markandting.com

New Narrative

New Narrative has earned a reputation as the go-to content marketing solution for corporate entities looking to enhance their reach and stretch their profit margins.

The agency works with the most experienced and qualified team of content creators. Clients seek them because they have a knack for telling stories in a captivating tone that online users resonate with best.

Address:

8/F 12P Smithfield, Kennedy Town Hong Kong

Phone: +852 8192 7768

Website: https://www.new-narrative.com/

Buzzfever

Buzzfever has been helping both small and medium-sized companies maximise their online presence by coming up with customised digital marketing solutions that seek to address the specific needs of the underlying business. The company offers the following list of services:

  • Branding
  • Social media marketing and analysis
  • Bespoke web design and development

More Information

Address: Rm. 906, 9/F, The Galaxy, 313 Castle Peak Rd, Kwai Chung Kowloon, Hong Kong

Phone: +852 3956 9683

Fimmick

Fimmick is a household name in the digital quarters of Hong Kong, having first stepped into the scene in 2008. The agency prides itself on its dedicated team of professional digital marketers committed to delivering all-rounded creative and data-driven marketing solutions to the people of Hong Kong.

More Information

Address: 1/F Hung To Centre, 94-96 How Ming Street, Kwun Tong Kowloon, Hong Kong

Phone: +852 3622 5388

Website: https://www.fimmick.com/

How Much Does Content Marketing Cost in Hong Kong?

Content marketing isn’t the same as content creation. You can create all the content in the world, but if it isn’t tailored to align with your marketing needs and goals — and, most importantly, put in front of your target audience, then there isn’t much your business will be gaining from it.

In other words, you have to invest in it – and it goes beyond paying a freelance copywriter or content developer.

If you’re looking to partner with a content marketing agency in Hong Kong, chances are you’ve come across an extensive range of price estimates.

The estimated cost of content marketing tends to be so varied among professionals – ranging from $1, 000 to $50, 000 per month, depending on your marketing needs and the size of your company.

Estimated Cost of Written Content

Options Cost
Freelancers $35 to $60/per hour
Marketing Agency $1, 000 to 3, 000 per Month
In-house $0 extra costs, but you have to be prepared to spend 2 to 3 hours writing a single blog post

Estimated Cost of Visual Content

Options Cost
Freelancers $300 per graphic design
Marketing Agency $500 (for a series of basic micrographics) to $8000 (for a visual content marketing plan, including research, data analysis, strategy, and promotion)
In-house $0 extra costs, but you have to consider your time and the cost of the design software, which typically ranges from $20 to $80 per month.

Estimated Costs of Video Content

Options Cost
Freelancers $1200 to $5000 per video
Marketing Agency $5000 per video
In-house Your time and the cost of acquiring and using video editing software

The Importance of Content Marketing in Hong Kong

We’ve broken down everything you need to know about getting started on your next few content marketing campaigns in Hong Kong. Need more info? Or don’t have the time to run your own campaign?

Well, give us at MediaOne a call or talk to our content marketing team and let’s help you figure out the best content marketing strategy to move your business forward.

 

 

mobile app marketing in Hong Kong guide

Mobile App Marketing in Hong Kong: A Complete Guide

By | digital marketing

What is Mobile App Marketing?

Mobile app marketing in Hong Kong has grown exponentially in the last few years. According to Statista, there were 5.84 million smartphone users in Hong Kong, with the numbers expected to rise beyond the 6 million mark by 2022.

Moreover, several sources have come in support of the fact that there are now more mobile users use mobile apps to browse the internet, shop, research, communicate, among other activities compared to using browsers. In fact, mobile app use has grown beyond web consumption by 94 minutes daily.

If you are thinking of building an app or you already have an app, you should be already marketing it to target the vast number of smartphone users.

However, mobile app promotion is easier said than done. There are approximately over 5 million apps on both the Apple and Google app stores. However, when developing your app, you need to know which mobile OS your target audience in Hong Kong prefer.

Hong Kong Mobile Device share

Source: wikibizpedia.com

What if there are already thousands of apps in your niche, can you still be able to get your target audience to download the app? The answer is yes. Unfortunately, close to 700,000 of them are considered dead, which more than 50% of the available apps. These are apps that have no reviews or do not receive updates.

For this reason, you need to be relentless in your mobile app promotion campaigns. This is a major reason why most developers leave mobile app marketing in Hong Kong to the professionals. We can help you with mobile app marketing in Hong Kong by sweating the small stuff and ensuring that you excel and meet your quarterly or yearly app marketing goals.

In this article, we give you a complete guide in mobile app marketing in Hong Kong. You will learn how to market your app and get your target audience to download it.

Concisely, mobile app marketing revolves around interacting with your users from the first time they hear about your app, to when they download and become regular and loyal users. To do this effectively, you need to figure out who is your ideal user, where to find them, how to market to them, and what they want from you.

Mobile app marketing involves the incentives offered to the user to prompt engagement and the overall visibility of your app in the app store.

Mobile Marketing vs. Mobile App Marketing in Hong Kong

There is a lot of confusion with these two terms, and some experts use them interchangeably. However, there are stark differences, and knowing them will help you in implementing the proper marketing goals and activities.

Mobile Marketing

Mobile marketing refers to any marketing activity that occurs on mobile devices. This includes everything from responsive web design, mobile advertising, A/B testing on mobile checkout pages, as well as email marketing.

Mobile App Marketing

Mobile app marketing, on the other hand, is all about creating marketing campaigns that engage app users throughout their entire app experience. This includes:

  • Discovering your app on the app market
  • Downloading the app
  • Completing the onboarding process
  • Staying engaged

Trends Shaping Mobile App Marketing in Hong Kong

Before we look at the basics of mobile app marketing in Hong Kong, let us first look at the trends shaping the industry. This section will help you start a mobile app promotion campaign on the proper footing. Here are trends you should know of:

Voice Search

Voice search has grown tremendously with the emergence of voice search devices and apps such as Siri, Alexa, among others. Moreover, mobile advertising experts believe that voice search queries will make up at least 50% of the total search user requests by 2021.

This number is bound to go higher as we see the demand for voice-activated devices increase. There is no doubt that voice search queries will be implemented on app markets, and you need to optimise your titles and keywords in readiness for this wave.

Personalisation

Users today are more attracted to personalised experiences everywhere they turn, and this includes the apps they download and use. Brands today should focus on app marketing strategies that are coordinated with their target user base and app objectives.

Focusing on personalisation will attract rave reviews, high retention rates, and increased session times, among other metrics. This will help in creating value and long-term relationships with users.

Programmatic Mobile Advertising

Ad fraud not only threatens to search and display ads, but it also affects app marketing ads. Nearly every mobile advertising conference has had talks and tabled reports on the issue, and significant strides are being made to address the issue.

Programmatic mobile advertising is being viewed as the answer to ad fraud. Programmatic advertising is the automated buying and selling of online advertising. More professionals dealing with mobile app marketing in Hong Kong are making the transition to programmatic advertising for their in-app bidding.

Moreover, it will allow for full transparency of the app or site where mobile app promotion ads are placed. This will also go a long way in curbing ad fraud, which depletes app marketing budgets very fast.

Artificial Intelligence and Machine Learning

Mobile app marketing in Hong Kong could use with conversational marketing. However, conversations take time, primarily when done exclusively by humans. However, thanks to AI technology and machine learning, users can get instant feedback from chatbots.

The chatbots are pre-programmed with appropriate answers as per the FAQs. They act as virtual assistants for mobile apps that are available 24/7.

Stages of Mobile App Marketing in Hong Kong

With over a million apps on both the Apple app store and Google Play store, it is tough for potential users to find your app. To rise beyond the chaff, you need proper app marketing campaigns to make a difference when build up an audience and community around your app.

Moreover, you will need a robust mobile app promotion campaign to help in user acquisition on your preferred app market. In this section, we will look at the three stages of mobile app promotion strategies and the KPIs to measure to ensure long-term success.

Pre-Launch Stage or Awareness

This stage occurs before the launch of the app. At this stage, you should be focused on creating brand awareness and product visibility. You will need a strategy that will push users into discovering your app on the app market.

However, before you begin the awareness stage, you need to have a thorough understanding of your brand messaging and positioning. This requires you to have a clear understanding of your values and purpose of the app, to ensure that users resonate with your brand.

With that said, defining a brand goes beyond individual app features, and the end game should be to entice the users connect with your app at a deeper level. Here is a list of steps and strategies you need to follow to excel in this stage.

1. Have a Determined Release Date

Apple has a strict review process compared to Google, and this process may delay your release date. Moreover, the Apple review process might give rise to a setback you had not anticipated. For this reason, planning will provide you with adequate time to prepare for your app’s hard launch.

At the same time, it will allow you to foresee the contingencies that might occur. Other than the inconvenience caused by the review process, you need to look at the events in your space that might overshadow your app launch.

2. Carry out Market Research

One of the most common pre-launch mistakes is failing to carry out comprehensive market research. The market research needs to be done before you even start any app development work. This is to ensure that you understand the app’s potential users and the key players in your specific app category.

Irrespective of how good your mobile app promotion is, you will not succeed if your app does not address user pain points created by apps that are already in the market. Fortunately, some apps and tools will provide you with useful app market data. Moreover, you need to research on how much your competitors are spending to know how much you should set aside as your budget for mobile app marketing in Hong Kong.

mobile ad spending in Hong KongSource: digitalmarket.asia

Pro tip: Identify and research the most influential blogs, forums, groups, and websites where your target audience frequents. You also need to look into the influencers that your target audience follows on social media and engage them to help you reach and acquire users.

3. Create User Personas

The core objective of the awareness stage is to identify potential app users, their values, and pain points. When done right, you will discover multiple user groups for your app, and each persona will have a unique user journey.

A user persona is a depiction of the ideal user, and it includes everything about the user right from their background, demographics, interests, mobile preferences, among other unique identifiers. The user persona should also address the user’s central goals and the challenges they are currently facing.

At this stage, the goal of mobile app marketing in Hong Kong should be to create in-depth user personas, which will be the foundation of user journey design. It will also help you to customise every aspect of your mobile app to user preferences. Every aspect of the app, right from UI design, in-app content, features, functionality, monetization strategy, and choice of platform, should resonate with the users.

When creating the user personas, you need to provide answers to these questions:

  • What is the main pain point does the users’ experience?
  • What mobile operating system does your audience use, Android or iOS?
  • What type of content does your audience engage with online?
  • What content style, voice, and tone does your audience prefer?
  • Does your audience show preference for specific branding patterns?
  • Do your potential users follow any reputable users in your niche on social media?
  • What platforms are the best for paid advertising?
  • Is the target audience willing to make in-app purchases or pay for apps?

By employing user personas to answer these questions, you will be able to cordite business, and app marketing decisions to attract the ideal users. The bottom line is to research your audience extensively; otherwise, you will not be able to deliver a product that is relevant to their needs.

4. Carry out a Competitor Analysis

The chances are that you are not a pioneer in your industry. Before you start embarking on mobile app marketing in Hong Kong, make a list of the top 5 competitors and outline their monetisation model, current price, user experience pros and cons, app market ranking, as well as the notable reviews.

You could also go as far as making a competitive matrix to determine how your app compares to theirs. This is to avoid repeating the mistakes of current apps in the market.

At the end of the competitive analysis, you will have a clear understanding of how to make your app stand out. Moreover, your uniqueness should be central to your mobile app marketing in Hong Kong.

5. Create a Website

Studies show that mobile websites are the best ways of enticing users to download and install apps. It has become standard practice that developers are creating pre-launch landing pages or teaser videos for their apps. You can upload the video on your website and repurpose it for social media, app market, or use it for paid ads. This is a great way to build hype around your impending app launch.

However, you should also create a website, which is an excellent way of getting started on SEO and domain authority. On the website, ensure to use a lead generator and collect emails to keep your followers updated on the launch date and new features as well as updates.

In addition, it is beneficial for you to show your app star reviews. However, you need to make sure that the reviews are authentic; otherwise, you will have a PR nightmare and risk your brand being labelled as insincere.

6. Outreach Initiatives

You can only do so much alone, and for this reason, you need to engage in outreach activities. This includes contacting bloggers, publications, and influencers to provide honest reviews and secure backlinks.

Start by making a list of all the relevant contacts in your industry or a niche that might be interested in reviewing and writing about your app. The trick here is to have a concise and convincing pitch.

7. Social Media Promotion

Social media platforms allow you to expand your web prescience and to communicate directly with your target audience. You will need to identify the social platforms that are most popular with your target audience and focus your mobile app promotion on them.

Ensure to consider the following:

  • Is it clear to your users that you have an app when they look at your social media profile?
  • Is the app’s purpose obvious?
  • Have you provided a link where they can download it?

To get potential users excited about the launch, be sure to post features and company updates. Also, create a hashtag and use it in your posts appropriately for your mobile app marketing in Hong Kong. With that said, do not make the mistake of only sticking to promotional content. Be sure to integrate entertaining content related to your app to help build a community around the app.

8. Create a Content Marketing Strategy

In addition to creating a website and a compelling landing page, be sure to start writing a blog several months before the launch. When it is time to launch the app, you will have already achieved authority status in your niche.

When creating a content marketing strategy, start simply by writing a launch post and boast about the app’s features, display videos, and app screenshots. The benefits of having a content marketing strategy include:

  • Drive traffic, conversions, and brand awareness with the content
  • Create a brand around your app by being an expert in your industry
  • Build trust with users through valuable content

The blog content can be used for email marketing to target and re-engage contacts on social media. When you have the pre-launch stage figured out, you are sure to have a strong foundation for designing your app and mobile app marketing in Hong Kong, leading to the launch of the app.

Acquisition Stage

There are endless possibilities that you can apply to help you win and acquire users for your app. It is crucial that you explore and employ different methods, be creative, and continually refine your mobile app promotion strategy. The aim is to get as many app downloads as possible within the first week of the launch.

With high download rates, it will be easier for your app to be ranked high in the app market. Moreover, you need to track where the audience is coming from before they get to the app market. This way, you will know where to concentrate your app marketing activities.

Here are several strategies you can use to acquire users:

1. Paid App Marketing Strategy

As soon as you launch the app, be sure to start your mobile app marketing in Hong Kong immediately. Using social media is one of the most effective strategies for user acquisition. Moreover, be sure to consider the audience demographic when choosing between the top social media platforms.

LinkedIn’s ad platform has been lauded as the best at helping businesses target their desired audience based on their location, interests, demographics, and more. However, Instagram, Facebook, and Twitter are giving LinkedIn a run for their money.

If you are planning to use social and mobile advertising, remember that people have short attention spans. This means that your ad copy needs to be catchy, concise, and to the point. Preferably, the purpose of the app should be clear to a user in 3 seconds or less. You should also try Google Search or Display ads as one of the ways of doing mobile app marketing in Hong Kong.

2.  App Store Optimisation

App store optimisation (ASO) involves optimising your app market page to rank high in search results and to convert at a higher rate. Studies show that more than 65% of apps are discovered from a search in the app store. If your app is ranked high for specific keywords, you can be sure that it will continue to rank in a similar position for several months and this makes it more visible to potential users.

Good app store optimisation is dependent on a variety of factors, including the choice of keywords and the app’s title. Be sure to choose a catchy title that will make the users want to discover more about the app. Preferable, you should strategically include a keyword in the title and throughout your listing to ensure that your app shows up whenever users search for that keyword.

You should also include the features and benefits of the app in the listing. For added value, include videos and screenshots. Finally, be sure to localise your app to remove the language barrier.

3.  Pitch to the Apple and Google Editorial Teams

When doing mobile app marketing in Hong Kong, being featured on the app market might be the thing you need to increase your acquisitions. Securing a feature from the editorial team will give you the much needed visibility and trust in the app market, which leads to more downloads.

Moreover, it leads to lower acquisition costs, increased revenue, and more engaged users. Since the iOS Appstore and Android playstore receive hundreds if not thousands of pitches from app developers, you will need a persuasive and convincing pitch. The pitch should outline what your app does and how it is unique compared to your competitors.

Retention Stage

To make your mobile app marketing in Hong Kong worthwhile, you need to ensure that the users are using the app after downloading. After acquiring the users, your next move should be to develop a user retention plan.

However, the success rate of apps today is 1 in every 100,000. This means that most users will download the app, use it once, and never use it again, while some go to the extent of deleting it. You will need strategies that will help you convert new customers into lifelong users.

Here are strategies to consider:

1.  Establish 2-Way Communication

A user will continue using the app if it addresses their needs and is aligned to their preferences. Brands that leverage in-app messaging to communicate with the users typically see user retention grow by between 61% and 74% within 28 days of receiving the message.

In-app messages are notifications that do not require immediate action from the user but are nonetheless essential notifications to send the user. The messages can include everything from warning about app usage, version upgrades, payment failures, bug fixes, and more.

With that said, not every message you send will be relevant to every user. For this reason, you need to segment your audience to ensure that they receive the messages that are valuable to them. Foregoing user segmentation could derail all the success gained from your mobile app marketing in Hong Kong.

2.  Push Notifications

Push notifications can improve user retention by between 56% and 180%. Moreover, users who have opted in to receiving push notifications show 88% higher app engagement than those who have not. It also goes to show that the higher the retention rate, the better the ranking you will get on the app market.

Other than push notifications, giving your users an incentive to use will go along way into retaining them. You should consider coupons, specialised content access, mobile-specific rewards, and special promotions, among other offers, will help drive app conversions as well as encourage engagement.

Mobile App Promotion Metrics to Focus On

The only way that you can measure the success of your mobile app marketing Hong Kong is by monitoring specific KPIs. Some of the metrics to consider include:

1.  Number of Active Users

You need to take note of the average number of people using your app daily, weekly, and monthly. You should be tracking the number of users who take deliberate actions to increase value for your business. On the other hand, only taking count of the overall daily/weekly/monthly users will skew your perception of how your app is performing.

2.  App Session Length

An app session length is the time (in seconds) a user actively engages with your app right from login to close. The kind of app you have will determine whether you need to improve on the session length or not.

For example, if your app is a complex mobile game, then an app session of 100 seconds is disastrous. On the other hand, if your app tracks daily calorie intake, then 120 seconds is standard.

3.  Acquisitions Differentiated by Referral Source

It is possible to track the source of your acquisitions that drive the most conversions. This way, you will know where to invest your app marketing money.

For example, if Reddit ads are generating 300 app downloads a month for say HKD 7.60 per conversion and Google search ads bring in the same for twice the cost, then it is better if you increase your app marketing campaigns on Reddit than on Google.

Other metrics that you should track include screen flow, which is the path users take through your app and lifetime value (LTV), which is the kind of value your users represent throughout the time they are using the app.

Overview of the Mobile App Marketing Packages in Hong Kong

Mobile advertising and app marketing can be overwhelming for inexperienced developers. Moreover, developers hardly have the time to engage in mobile app marketing in Hong Kong. For this reason, many people turn to agencies and freelancers to help with their mobile app promotion.

The trick is to research widely since each agency has its way of computing the rates for mobile app marketing in Hong Kong. The difference in costs depends on a variety of factors, including:

  • Preferred app store
  • App category
  • Target market and goals

Moreover, keep in mind that the more experienced app marketing agencies and professionals will not be cheap. In that regard, here is an overview of the mobile app promotion packages in Hong Kong.

App Marketing Packages Standard Professional Enterprise
Annual cost HKD 93268 HKD 279804 HKD 466341
Monthly cost HKD 7772 HKD23317 HKD38862
Manpower hours 120 240 480
Hourly cost HKD 388 HKD130 HKD200

 

The tables below show some of the critical services provided by mobile app promotion agencies in Hong Kong.

Services Standard Professional Enterprise
Market Research App market research No Yes Yes
Keyword optimization Keyword research Yes Yes Yes
Keyword targeting Yes Yes Yes

 

Pitching to App Stores Apple App store Yes Yes Yes
Google Play store Yes Yes Yes
Ad management Daily ad management Yes Yes Yes
Marketing Influencer marketing Yes Yes Yes
Viral marketing No Yes Yes
Contextual targeting Yes Yes Yes
PR outreach Yes Yes Yes
Topic targeting Yes Yes Yes
Mobile Advertising Ad Copywriting Yes Yes Yes
Pre-launch blogging No Yes Yes
Content marketing Yes Yes Yes
Reports

 

Google Analytics Yes Yes Yes
Performance Analysis Yes Yes Yes

 

Monthly report Yes Yes Yes

 

Questions to Ask Mobile App Promotion Agencies before Hiring

Before you settle on a particular agency for mobile app marketing in Hong Kong, it is advisable to take out several quotes. On top of this, you need to interview them to determine their level of professionalism, app marketing skills, and experience.

Here are sample questions you ought to ask:

Which Are The Best App Monetisation Methods?

If part of your goals is to generate revenue from the app, you need to ensure that the mobile advertising agency can offer some insight on how you will make money from it. There are several monetisation methods available today, ranging from advertising, creating a freemium model, affiliate marketing, and more. An app marketing agency should be able to help you pick from the many options available.

Whom Should I Be Targeting?

After presenting your app to several agencies, you need to give them time to study your market niche. After a few days, they should be in a position to help you understand whom you should be targeting and who to ignore.

Depending on what they come up with, you can then compare notes and make adjustments. Finally, you will be able to build better user personas and thus excel in mobile app marketing in Hong Kong.

How Do Frequent App Updates Impact User Acquisition And Monetisation?

Ideally, your app development team should be working to improve the app and thus increase the user’s value. However, frequent app updates are a double-edged sword. A section of the users might see it as a means of the developer extending value, while some might look at it as a bother.

Your mobile advertising agency ought to know the target audience and their preferences. This way, they will be able to advice on how often you should roll out app updates.

How Would You Prepare For A Mobile App Marketing Campaign?

This is a crucial question to ask, and it will give you insight into the expertise of the agency or mobile app promotion professional. For an experienced professional, they will provide you with a straightforward and concise answer. However, beginners or unprofessional persons will beat around the bush before answering. Here are sure ways of how you can prepare for mobile app marketing in Hong Kong.

What Kind of Support Will I Get?

The launch of the app is the easy part. This means that you need extra support to help you determine whether the app is delivering on the set objectives. For instance, the agency should help you in interpreting the various KPIs, such as app session times, ROI, among others.

Moreover, the agency needs to keep on optimising the app marketing and mobile advertising campaigns to ensure that you improve your chances of attaining the app’s set objectives.

Which App Market Should I Choose, Google Play store or Apple App store?

There are two major app markets you should be looking to register your app, Apple App store and Google Playstore. These are the most popular brands today, and the choice is solely dependent on preference. However, depending on your target audience, your app marketing agency or professional should advise you on which one is better.

Conclusion

Mobile app marketing in Hong Kong can be a walk in the park with the right strategy. However, with a very slim chance of success, you need to take out the guesswork in mobile app promotion. The above guide will help you get a better understanding of how you should engage in app marketing activities.

However, app marketing and mobile advertisement is a complex discipline. Get in touch with us today for professional mobile app marketing in Hong Kong.

display advertising in Hong Kong

Display Advertising in Hong Kong: A Complete Guide

By | Blog, digital marketing

Display advertising is a marketing strategy in which you place text or graphic banner ads on designated areas of a website, an app, or social media platforms. Adverts can take various forms, such as videos, images, and rich media, and so on, but the primary objective is to sell a product or an idea to a defined target audience.

The display advertising industry is growing throughout the world, particularly in recent years. In Hong Kong, the market has size has increased from HK$0.5 billion in 2012 to HK$1.1 billion in 2019. The figure is expected to reach HK$1.3 billion by 2021.

The graph below shows the development of the display advertising market in Hong Kong between 2012 and 2021.

advertising expenditure in Hong Kong

Source: Statista

How Display Advertising Works

The majority of display advertising campaigns operate on a cost-per-click basis. This means that you pay a specified amount every time a user clicks on your ad listing.

Displays ads are also useful in retargeting, where you serve adverts to people who visited your website but failed to convert.  The objective of retargeting is to convince users to revisit your site and complete the desired action they were unable to perform on their previous visit.

How to Get Started with Display Advertising in Hong Kong

As mentioned above, display advertising is a domain of paid search in that you pay to increase the visibility of your posts. However, display ads differ from standard paid search ads in that they only appear at the top or on the side of a search result page, while the former can appear on top or at the bottom.

Since people prefer visual content over text, marketers are increasingly embracing display ads as part of their digital marketing strategies. This means that you have to implement smart strategies to ensure that your promotional messages reach your target audience at the right time.

The following are the steps that you need to follow to ensure that you succeed in your display advertising in Hong Kong.

Think “Programmatically”

In the past, advertisers had to agree with publishers over before releasing an advert to the public. This meant that it was impossible to adjust an advertising campaign, even if it was not performing as originally intended.

By employing programmatic buying methods in your display ads campaign, you can leverage features such as targeting, which allow you to reach out to specific audiences.  You can also adjust your campaign at any time if it is not generating the results you intended. For instance, you could segment your audience based on demographics such as age, location, and level of income, and so on.

The advantage of using programmatic methods when advertising is that you make your campaigns cost-effective. This is because your ads reach people who are likely to show interest in your brand, which increases the potential conversion rate significantly.

Conduct Early Prospecting

Prospecting is a targeting strategy that focuses on expanding the reach to the masses. It is also known as geo-targeting, mostly because it focuses on people living in a particular location.

This tactic is useful for segmenting your audience. It enables you to know the people that are engaging with your ads, and how you can target them throughout the campaign. The best way of ensuring that your prospecting ads are effective is by using a friendly tone in your call-to-action statements. By using a welcoming tone, you can collect more data from your target audience.

Make Use of Data Targeting

If you are running on a limited budget, data targeting is a cost-effective method of conducting a display ads campaign. This strategy uses data to ensure that your ads reach a defined audience that is more likely to engage with your brand. It also allows you to choose the audience segments that are responsive to your offline marketing campaigns and the people who interacted with your brand during the prospecting phase.

Ideally, you should focus your efforts on the audience segment that frequently engages with your brand. You could also use the data used for targeting for cross-channel marketing. For instance, if people are responding positively to your digital display marketing, you can target them on social media.

Retarget Strategically

Retargeting is a marketing strategy that aims to serve ads to people who visited your website landing page without completing the desired action. The action might be submitting a form, purchasing a product, and so forth.

The best way of retargeting is by using a more compelling call-to-action in your subsequent display ads. For instance, if your first offer was a downloadable resource, add a discount on the second. By doing this, you give the target audience an incentive to take the action they failed to complete at the previous visit to your site.

Optimize for Mobile

As seen earlier, display advertising in Hong Kong is growing steadily. The same applies to the global market, as the Google Display Network currently has a 90% reach on the internet. Since most people access the internet using mobile devices, optimizing for mobile presents an exciting opportunity for marketers invested in display ads.

The most significant concern with mobiles is that most people use them for browsing instead of converting. According to research, smartphone users convert at a lower rate than desktop users. That said, you should not fail to make your banner ads responsive to smaller screens, as well as their corresponding landing pages.

Pair it with Offline Advertising

Omni-channel marketing has several known advantages, which is why it is advisable to pair your display ads campaign with offline marketing campaigns.

For example, you can use the data from the research on your online ads campaign to create a marketing strategy for television, billboards and other offline display ads.

The Top Three Display Advertising Networks

A display advertising network is a platform that allows marketers to serve their display ads to their audiences. Without it, it is impossible to convey your promotional message to prospective clients.

The top three display advertising networks are the Google Display Network, the Facebook Audience Network, and the Twitter Audience Platform.

The table below shows the market share of the leading display advertising networks in the world.

Platform Percentage of market share
Google 30.6%
Facebook 15.6%
Others 50.8%

Source: Convertize

 

Google Display Network

The Google Display Network is the number one and most popular display ads network in the world. Since Google generates its income from serving ads, this platform has the best features to ensure that you generate a positive ROI.

Facebook Audience Network

The Facebook Audience Network is second to Google in terms of popularity. It is also as rich in features, with the standout ones being the targeting functionality and tool used for designing display ads.

Twitter Audience Platform

The Twitter Audience Platform is another useful network that can enhance your display advertising in Hong Kong. It can help you serve your ads across various channels, such as the internet and mobile apps.

How to Measure the Performance of Your Display Advertising in Hong Kong

Similar to other advertising strategies, it is essential to measure the performance of your digital display marketing. When you employ a proactive approach to campaign monitoring, you can significantly improve the impact of your display advertising campaign.

The following are the metrics that you need to track when running a display advertising campaign.

Impressions

Impressions is a particularly useful metric because it shows you the number of people who have seen your ad. The number of impressions shows you the size of your audience and the click-through rate of your banner ads. An increased number of impressions is an indicator that your campaign is productive.

Click-through Rate

Most marketers keep a close eye on the click-through rate on their ad listings, as it shows the percentage of people who have clicked on your ad. It is calculated by dividing the number of clicks by the number of impressions. In most industries, the click-through rate does not exceed 5%. You should look at the averages for your sector and look to match them.

Conversions

Conversions are perhaps the most critical metric for a display ad campaign, as it shows the number of people who have completed a particular desired action. The objective of your campaign defines the intended action – for instance, it can be a click on the ad, submission of a form, or completion of a purchase.

Types of Display Ads Campaigns to Increase Leads and Sales

The primary reason why people invest in display advertising in Hong Kong is that search might be highly competitive or reach its ceiling. The following are five different types of display ads campaigns that you can start to increase brand awareness and grow your revenue.

Remarketing

The most popular type of display advertising is remarketing. Also known as retargeting, it is a strategy that allows you to reconnect with people who saw your ads without taking the desired action.

Here the steps you need to follow to create a remarketing display ads campaign.

  • Add a snippet of code on all pages of your website.
  • Create a remarketing list containing the people you want to serve ads to. For example, you can make a list of visitors who visited a specific page on your site.
  • Design ads and launch your retargeting campaign.

In retargeting, Google decides the ‘best sites’ to show your display ads.

Target by Website Placement

Targeting by website placement is the most effective targeting option because it allows you to choose where to show your ads. For example, if you sell software, it would be best if you placed your display ads on technology websites.

That said, you can still configure the display networks to serve ads automatically. The advantage of this option is that it spares you of the effort needed to find relevant sites. It also allows you to exclude sites that are not related to your company.

Target by Interest

This allows you to target users based on the two interest categories on Google – affinity audiences and in-market audiences.

Affinity audiences are users who are browsing without an urgency to buy. As a result, Google analyses their profile, overall preferences, lifestyle and passions and places them in the long-term interest category. An example of this is a person who reads a blog on virtual currencies regularly. In this case, Google would regard them as a cryptocurrency hobbyist.

In-marketing audiences are users who are browsing with an urgency to purchase a product or a service. Google analyses the search history and social activity of its users and determines if they have an intention to buy. An example of such users are people who are reading review sites, searching for nearby stores, and comparing different prices. These are all indicators that the user is ready to purchase.

Contextual Targeting

Contextual targeting is a type of display advertising that analyses keywords and finds the most suitable website for your adverts.  The advantage of using keywords in a display campaign instead of inside banner ads is that they are indexed by Google and ranked according to relevance.

Topic Targeting

Topic targeting allows you to specify the topics of websites where you will show your display ads. After this, Google chooses the best sites that match the topics you provided.

For instance, if you sell electronics, you could choose topics such as televisions and sound systems. If you want to be more precise, you can select specific electronic brands.

An Overview of the Popular Forms of Display Ads

Here are the different forms of display ads used for digital display marketing in Hong Kong.

Expandable Banners

These are banner ads that expand either automatically or after the user clicks on a button on the screen.  The most significant advantage of expandable banners is that they increase the visibility of the advert. On the downside, auto-expanding banner ads can appear intrusive to some users.

360o Display Ads

360o display ads transform flat content into a spherical shape.  By doing this, they capture the attention of the user as they browse a website without hampering the overall experience. The only challenge is that most people are unaware of this type of display ads because it is still new to the market.

Rich Media

Rich media refers to advanced forms of display ads that have features such as animated graphics, flash games, and GIFs, and so on. The benefit of using rich media is that brands are not constrained a file type or format. On the downside, rich media ads require extensive customization, which means they take longer to develop.

Interstitial Display Ads

Interstitial ads show on the entire screen of the user’s device. Since Google users view 54% of all ads, using the interstitial format guarantees more viewership. However, the intrusive nature of such ads means that users are likely to close it without reading the message because they want to continue navigating the website.

Overlay Ads

Overlay ads are similar to interstitial ads in that they pop up, although they have a slightly transparent background.  They are less intrusive than interstitial ads because the user can still read the website. However, many people still consider popup ads as interruptive, meaning that they close them without reading the message.

3D Display Ads

3D displays ads differ from standard banner ads in that they contained an animated 3D object that shows a realistic impression of your products and enhances interactivity.

When a user scrolls over or hovers the mouse pointer over a 3D display ad, it starts playing. The user can control the ad as they would with a video clip. The most significant challenge is the number of resources required for 3D modelling.

The following is a graphical presentation of the impact of the various forms of display ads.

impact of different display ads

Source: ominvirt.com

As a marketer, it is advisable to use the formats in the upper right quadrant. This is because they are not intrusive, meaning that audiences are more likely to respond positively and interact with them.

How to Create Standout Display Ads

Here are some of the elements that you need to consider if you want to create standout display ads that will boost your click-through rates and increase conversions.

Make Use of Video

People prefer video over other types of content – the average CTR of video content is 7.5 times higher as compared to other formats. With the rising popularity of video ads, you need to invest in them or risk falling behind your competitors. Make sure that the videos are short and concise because people have short attention spans.

Leverage Native Advertising

Native ads get more viewership than conventional display ads, mostly because they are not a direct piece of marketing at first glance. A typical native ad resembles the context of the platform in which the ad is placed. For example, a native ad can appear within a social media feed or appear as a link to a useful resource.

Serve Dynamic and Personalized Ads

An ad is considered dynamic if it adapts to the viewer and delivers a specific message that meets the needs of the user. For instance, geolocation and weather data can be useful in creating ads for people living in a particular region. You can also customize ads to adapt to browsing history, upselling and cross-selling and retargeting customers who did not complete a specific action.

Explore New Advertising Methods

New display advertising methods come to the fray, and you should hesitate to try them out. For instance, Instagram Stories gets 400 million viewers daily. Capitalizing on such new opportunities that you always stay ahead of your competitors.

Create Compelling and Customized Call-to-action

The style and design of your display ad should reflect the final call-to-action. For instance, you can integrate your CTA with Google Maps to give customers directions to your brick-and-mortar store.

 

Challenges Facing Display Advertising in Hong Kong

Despite its usefulness to business, the digital display marketing sectors has several challenges. Marketers must know these problems, and more importantly, how to solve them.

The following are the most significant challenges facing display advertising in Hong Kong.

Rapid Growth

The digital landscape is proliferating, as indicated by the ever-increasing number of websites. Choosing the right site to show your display ads requires extensive research and resources. Moreover, other emerging platforms, such as wearable technology and digital assistants, are gaining popularity. This means that marketers have to formulate strategies to reach out to users on these new channels.

Ad Blockers

Ad blockers are software used to prevent adverts from appearing on a web browser as a user navigates through various websites. These tools effectively make it impossible for brands to reach their target audiences. The Asia-Pacific region leads the way for mobile ad blocking, with 94% of global mobile ad blockers being used in the area.

The following graph shows the top ten countries with the highest number of mobile ad-block users.

top countries with the highest mobile ad blockers

Source: Ad Push Up

The solution to this problem is using native adverts since they are not as conspicuous and intrusive as banner ads.

Reduced Exposure

In the past, social media provided a free platform for reaching out to customers. This is no longer the case, as the networks are now implementing measures to force marketers into using their paid ad platforms. For instance, Facebook has significantly reduced the exposure for posts unless the publisher pays for them. Given the popularity of Facebook, this is a significant blow to marketers.

Increasing Costs

The cost of display advertising is always increasing, mostly because of the growing competition among marketers.  Display networks know that more businesses are investing in display ads, and are charging more as a result of the increased demand.

The solution to this problem is finding smarter ways to spend your display advertising budget. This means spending more time on research so that you create cost-effective strategies driven by data collected from your target audience. When you serve ads on the right platform at the right time, you are likely to get more conversions. This, in turn, means that you generate higher profits.

Elusive Audiences

The hectic nature of modern lives means that people have shorter attention spans. A person might see your ad but fail to read its message due to limited time.

Audience segmentation is the best way of ensuring that your display ads reach people that are likely to show interest. You can also make use of targeting tools provided by the display networks.

Mistakes to Avoid in Display Advertising in Hong Kong

If you practice digital display marketing, the worst thing you can do is make avoidable mistakes. The following are some of the blunders that are costing marketers in Hong Kong and how to avoid them.

Misleading Copy

The quickest way to lose the trust of your audience is by using misleading copy in your display ad. The text in your advert must correspond to the content in your landing page. Keep in mind that conversions matter more than clicks, which is why your call-to-action must always be honest.

Prioritizing Click-through Rate over Conversions

The average click-through rate for display ads is below 1%, a figure that an outsider can consider disappointing. However, you can generate a positive ROI without having a high CTR, provided you focus on conversions.

The table below shows the average CTR for popular social media networks.

Social Network Average CTR
Facebook 0.72%
Twitter 2.00%
Instagram 0.94%
LinkedIn 0.006%

Source: CXL

By investing in research and targeting, you deliver ads to the right people. This increases the chances of getting conversions significantly.

Neglecting A/B Testing

A/B testing works by contrasting various strategies in a marketing campaign to gauge productivity. By identifying what is working, you save the money that you would have otherwise spent on unproductive ideas. On the contrary, neglecting these tests increase the costs of a marketing campaign without generating positive returns.

Overlooking Social Media Display Ads

As mentioned earlier, Facebook and Twitter offer the best display advertising networks after Google. It makes no sense to fail to make use of these powerful platforms since they increase the reach of your ads.

Moreover, HootSuite discovered that ads on Facebook get a click-through rate up to nine times higher than advertisements on regular websites. This further highlights the importance of including social networks as part of your display advertising in Hong Kong.

Using Non-responsive Ads

The global display advertising industry is shifting towards mobile devices, mostly because the majority of people access the internet using smartphones and other handheld gadgets. By 2020, the total spends on mobile display ads in the Asia-Pacific region will be $3.6 billion.

The graph below the increasing spends on mobile display ads between 2012 and 2020.

increase in spending on display ads

Source: Marketing Land

Advertising on the Wrong Sites

While targeting a specific audience for every display ad campaign seems challenging, you should make an effort to do it. Posting you advert on the wrong site reduced the likelihood of getting clicks and conversions. As a result, the money you pay for the display advertising network goes to waste.

Recycling Ads

Nobody can get convinced by the same thing twice. If you want to be successful in display advertising in Hong Kong, make sure that you update your ad copy regularly. Keep in mind that new information encourages your target audience to click on the adverts.

Using Sloppy Ads

It is vital to ensure that your ads look professional before publishing them on display networks. Make sure that the dimensions are right, the wording is accurate, the copy is brief, and the CTA is relevant to your target audience. Making sloppy errors such as misspelt words creates an impression that you are not thorough, which discourages users from clicking the ads.

Here is a detailed guide on the various ad sizes on the Google Display Network. Below is a table of the top-performers in this category.

Ad size Description Text ads Display ads Mobile text and display ads
300*250 Also called the medium rectangle, this performs well when embedded inside textual content or the end of articles. Yes Yes Yes
336*280 Also called a large rectangle, it performs well when placed in-between text or at the end of articles. Yes Yes
728*90 Also known as a leaderboard, it is useful when placed above the main content in a page. Yes Yes
300*600 Also known as half-page, it is useful for marketers who want a huge space for their ads. Yes Yes
320*100 Also known as large mobile banner, it is designed for mobile display advertising. Yes

 

Source: Google Support

New Trends That Will Shape Display Advertising in Hong Kong in 2020

The display advertising industry is constantly changing, and these are the trends that will define the sector in 2020 and beyond.

The Rise of Augmented Reality and Virtual Reality

Following the introduction of 5G technology, augmented reality and virtual reality are starting to explode. According to Statista, the value of the AR market will be worth $198.17 billion in 2025.

The graph below shows the projected value of the augmented reality market in 2025.

value of argumented reality by 2025

Source: Statista

Marketers are expected to capitalize on these technological advancements to increase the effectiveness of their display advertising campaigns.

Smart Display Advertising Powered by Artificial Intelligence

There is an increased exploration of machine learning and artificial intelligence to see if they can improve ad creation and ad buying. The technology is currently being used to analyze voluminous content and dynamically create ads that are ideal for that context.

Programmatic Ad Buying

Programmatic ad buying is another trend that is promoting increased use of automation in display advertising. The advantage of this approach is that it depends on AI-driven algorithms to purchase display ads, eliminating the burden of tedious and repetitive marketing tasks.

Automated Ad Creation

Businesses are increasingly using image and video automation tools to create display ads quickly. By using advanced software, you can create adverts that are more effective and generate positive returns.

Conclusion

Investing in display advertising in Hong Kong is the best decision you could make as a marketer. However, you need to be smart to ensure that your investment does not go to waste. Make sure that you follow the tips mentioned in the article, and you will be on your way to success.

Get in touch with us for professional display advertising services in Hong Kong. 

 

Hong Kong marketing trends in 2020

Marketing Trends 2020: What’s Going to Happen & How to Stay Ahead

By | digital marketing

The world changes and businesses change with it – and so is the digital landscape.

2019 was the year of video content, augmented reality, influencer marketing, and so on.

And now that 2020 has arrived, no one expects things to remain the same. It’s time to re-strategize and look at everything with an innovative, forward-thinking mindset.

It’s simple: the only way your brand can remain relevant is when you’re able to adapt it to the ever-evolving digital marketing trends.

The Competitive Digital Marketing Landscape in 2019

Altimeter had some really interesting stats on how marketers have been using digital marketing to drive business results in 2019. The survey tried to identify and quantify some of the key practises that companies were using to achieve digital marketing excellence as the year progressed.

Here are the key findings in the report:

 

Area of Focus Key Findings
Goals About 37% of businesses quoted brand awareness as their main digital marketing goals.

 

26% were more interested in lead generation, while 20% wanted to improve on user experience.

Challenges  

The biggest challenge 55% of marketers had to contend with in 2019 was hiring people with the right digital marketing skills.

 

 

 

54% of marketers had trouble scaling innovations across every part of their business.

 

Team alignment featured at the bottom of challenges, with only 19% of marketers citing it as one of the hurdles that they had to deal with, in 2019.

The Most Desired Skills Data Analysis was the most desired skill in new hires (at 41%), followed by tech expertise (at 38%).
Top Metrics for Measuring Success

 

61% of marketers were quick to point out customer lifetime value and customer loyalty as the top metric for measuring their digital marketing success in 2019.
Best Performing Channel

 

61% of marketers said social media was the best performing digital marketing channel in 2019, while 56% thought websites were the best.
Digital Marketing Software The two most popular digital marketing software of 2019 were Salesforce (at 26%) and Adobe Marketing Cloud (at 22%).

Digital Marketing Stats in 2019

Conversion Rate

  • Only 22% of businesses were satisfied with their conversion rates. The rest ended the year believing they could have done more to improve their conversion rates — Econsultancy.
  • Videos were found to increase conversion rates by 86% — wordstream.
  • 90% of users that search online are yet to make up their mind on brand – Status Lab
  • 78% of location-based searches on mobile lead to an offline purchase – Junto.
  • 86% of users tried looking for business locations on Google maps.

Ecommerce Sales

  • Global e-commerce sales were projected to reach $4.5 trillion by 2021
  • 84% of users won’t proceed with a purchase upon landing on an unsecured website
  • B2B e-commerce is predicted to outgrow B2C e-commerce by the end of 2020

Local SEO

  • 82% of local smartphone shoppers conduct ‘near me’ searches – Search Engine Land
  • Businesses without mobile-friendly websites are likely to lose 61% of online users. More than half of the users they attract will hit the exit button upon landing, without making any attempt to check the site further — Junto.
  • 50% of users that conduct local searches on mobile make an effort to visit the store within 24 hours.

Organic Search

  • 94% of organic searches happen on Google.
  • Articles that feature on the first page of Google have an average word count of 1850 – backlinks
  • More than 50% of searches are more than 4 words long
  • 61% of marketers prioritise on SEO to grow their organic traffic
  • Organic traffic is 5.66 times better than paid searches
  • Including video in your post can improve your organic search by up to 157% – Search Engine People

Voice Search

  • 65% of online users between the age of 25 and 49 use their voice-enabled device at least once in a day – PWC
  • Voice search would have grown to a 40 billion channel by the end of 2022
  • By the end of 2020, 50% of all searches will be voice

Top Marketing Challenges for Singaporean Companies in 2019

  • Generating traffic and leads – 63%
  • Proving ROI on their marketing activities – 40%
  • Securing Enough Budget – 28%
  • Identifying the right marketing technologies and tools – 26%
  • Crafting content that target an international audience – 21%
  • Training of marketing teams – 19%
  • Hiring top talent – 16%

Why Businesses Need to Stay Updated in an Ever-changing, Fast-paced Digital Marketing Environment

Why bother changing a marketing strategy or approach that has been working for you for years?

Simple – just because something worked for you today, that doesn’t mean it will still work tomorrow.

Nothing is constant in the world of marketing. What works today might never work in the future – and that’s because search engines have never relented on updating their system.

The only way to survive and compete effectively is to stay updated. You have to find a way to stay ahead of your competition, and stay updated on the latest marketing trends.

What are the other reasons businesses in Singapore are encouraged to observe marketing trends?

  • To keep up with new ways of shopping and researching products and services online.
  • To stay updated on the ever-changing consumer behaviour and priorities
  • To stay ahead of your competition. By keeping your finger on the pulse of what’s latest in the world of marketing, you’ll always be one-step ahead of your competition.
  • Listening and responding to the changes that happen will help you save a great deal of your marketing money.
  • To stay relevant in your niche market.
  • Businesses that stick to only one marketing strategy are likely to hit a plateau. Their business will stagnate and they wouldn’t know what to do to get things rolling again.

It bears repeating that things change all the time in the world of marketing. Blink, and you’ll be left behind and forced to play catch-up.

It’s for this reason that we’ll be listing some of the most crucial marketing trends in 2020 – alongside their examples and different ways to adapt.


How to keep Yourself Updated on Emerging Digital marketing Trends

Beside stumbling across a post such as this, here are a few ways to update yourself on emerging digital marketing trends in Singapore:

Be Active on Social Media

There’s no better way to stay updated on emerging digital marketing trends than keeping your ears and eyes open on what’s happening on social media.

Marketers are ever-generous with information, and one of the channels they use to dish out important digital marketing pointers and emerging trends is social media.

Here are a few ways you can use social media to stay updated on emerging digital marketing trends:

  • By connecting with the professionals in your industry on the various social media channels.
  • By following the executives of the brands that you admire on LinkedIn and other social media channels.
  • Creating a list of top influencers on Twitter. They offer the perfect opportunity to learn about the industry’s best practises and emerging trends in the digital quarters.
  • By using hashtags to tracks trending topics on Twitter
  • By Joining Facebook groups that are relevant to your field or industry.

Start Attending Industry Conferences

You can start by finding a trade organisation near you and join. It’s also important that you start attending industry conferences (within and outside your field). Besides learning, these conferences offer a perfect opportunity to network with fellow trades people within your locality.

These conferences and trading organisations also offer invaluable insights on what other people in your field are doing to innovate their businesses and beat the competition.

Besides connecting you with industry pros, these events also try to bring in keynotes with lots of stuff to teach you and keep you updated on what’s new.

Google Alerts

It’s sad that you still have to be reminded to set up Google Alerts at this time and age.

All you need to set up Google alert is a Gmail account. You can go ahead and set up Google Alerts to be automatically notified whenever Google stumbles across a new search engine result relating to that topic.

This is something you’d want to do as early as now. You can use the alerts to track a specific service area or product, watch what your competition is doing, and to be updated on the type of content that other businesses within your niche are publishing.

Marketing Blogs and Newsletters

Marketing blogs like mediaone’s churn out detailed and well-researched articles that focus on educating their readers on key digital marketing trends, new data, best industry practises, and so on–there’s no limit as to what you can learn from these blogs.

Frequently visit these blogs and websites and find out what’s new with them. It’s even better if you can afford to subscribe to their newsletter so you can be instantly notified whenever they post anything new. Alternatively, consider using a free RSS tool such as Feedly, which automatically notifies you every time the blog publishes new content.

Stay in Touch with Your Team

Never underestimate your team and what they can do for you. If your team is the type that’s always angry for information, you can bet they have their eyes out on emerging digital marketing trends.

A better approach would be to create a community or forum where members of your team meet to share industry findings and articles, whether it’s a weekly newsletter or internal blog. Remember to also use Slack to keep the lines of communication on emerging digital marketing trends open.


Top Marketing Trends to Watch in 2020

Artificial Intelligence (AI) is Here to Stay

2020 might be the year when people finally realise that AI is here to stay and take dominance. There’s so much that AI could do that the world of marketing has yet to realise.

First, AI is already taking over many of the simple jobs you know.

Examples include Uber and Microsoft, which use Knightscope K5 bots to patrol large outdoor areas and parking lots to predict crime and pre-emptively prevent it. These bots can read number plates, sense suspicious activities, and collect data reports to send to the owner.

R2-D2-like robots, which go for about $7 an hour, are also replacing human guards, and so on.

There’s no denying that the world is yet to realise the full power of AI, and that’s what awaits us as the year reels on.

Why Businesses Need to Adopt AI

Your organisation should be interested in AI for the following reasons:

  • AI allows you to obtain and maintain a competitive advantage
  • It allows you to transition into new businesses
  • Businesses that utilise AI will join your market. You have to adopt it to compete effectively with them or to gain an edge
  • Some of your competitors may already be using AI
  • You may be forced to use AI to cut on unnecessary cost
  • Some supplier will begin offering AI-driven products or services
  • Some customer will start requesting for AI-driven offerings

With AI, you can analyse search patterns, consumer behaviour, and even use data from social media and other platforms to find out more about how customers interact with your products and services.

An exciting example of AI and what it could do to your business are chatbots. It goes without mentioning Mastercard, which created the Facebook messenger bot. With this bot, you can easily decipher what a customer is interested in and respond to it like a real person.

Suffice it to say it’s just a matter of time before AI starts driving many of the services you know. Here are a few areas that AI may prove to be of great help in:

  • In basic communication
  • In product recommendation
  • In Email personalisation
  • In content creation
  • In ecommerce transactions

AI in Search Functionality

It’s no secret that search engines are among the biggest users of AI.

A few years back, fake SEO specialists devised different ways to beat search engines through shady SEO practises. That’s how Black Hat SEO tactics were born. They devised all manner of tricks that they successfully managed to use to trick search engines into ranking them high. They were the masters of keywords stuffing, invisible texts, cloaking, link spams, and so on.

Search engines wised up to these ploys and resorted to using AI and that marked the end of these tricks. They were able to use AI in their algorithms, and which they’re currently using to stop these manipulations and rank sites more effectively.

So how does this Affect How Marketers Optimise Their Content for Search Engines? Here’s some sobering fact about how the whole thing comes into play.

Search engines are designed to help users find exactly what they can to look for. It’s through machine learning that these search engines are able to facilitate that. This works great for marketers because it means they’ll be evaluated right.

The best and most relevant content will be ranked high. Optimising your content for the search engines will still work, but more priority will be directed on the quality of content you produce. Meaning, it’s time you forget about everything you know about SEO and instead direct all your effort on producing quality content — and that’s how you’ll be winning it big with SEO in 2020.

AI in Sentiment Analysis

AI plays a critical role in sentiment analysis or social listening. It is what systems use to read human emotions and understand the underlying feeling behind every text. Again, it’s what you use to find out what your target audience thinks about your products and services.

At some point, you’ll want to find out whether people are reacting positively, negatively, or neutrally to your products – and that’s exactly where AI comes in handy again.

You can use it to monitor social mentions and weigh in on the opinions that people share on social media or blogs.

In so doing, you’ll be able to discover negative content sooner enough before its effects take a toll on the image of your brand. You should also be able to evaluate customer support and develop a better understanding of how customers feel about your products or brand.

AI in Hyper-personalisation

Perhaps you didn’t know about this, but you could use AI to improve your engagement rate by personalising user experiences.

First, publications use AI to deliver tailored content based on people’s search history, interests, and location. For instance, you may use it to come up with personalised content suggestions and product recommendations.

AI also allows you to automate advertising. It’s what you also use to segment your email list so you can start targeting each group with personalised email marketing campaigns.


Social Media Marketing Trends in 2020

In Singapore alone, more than 85% of the population have signed up with at least one social media account – about 3.5 million people have an active Facebook account, with YouTube breaking the record with upwards of 4 million active users.

That explains why social media is considered an important part of every marketing strategy in Singapore, and apparently one of the marketing channels any serious marketer wouldn’t want to lose sight of.

Social media also allows you to authentically connect with your target audience at a personal level, thus humanising your brand.

A Quick Overview of the Current State of Social Media

You’ll agree social media has evolved a great deal. The vanilla social media marketing strategies that worked wonders a while back no longer cut it in the modern world of social media marketing.

Snapchat was the first to introduce the content of ‘My Story.’ Instagram would then follow suit, followed by Facebook a few years down the line.

It didn’t take long before YouTube stepped in with its own version of “My Story,” Reels. And now we have TikTok making waves. Users get to create videos right out of thin air for a less polished but more authentic look.

These stories aren’t meant to last, which leaves marketers with a very limited window of opportunity to act out, lest they miss out on important opportunities.

The Benefits of Using Social Media Stories

  • To increase brand awareness
  • Allows you to stay in constant contact or engagement with your followers.
  • It offers a cost-effective ad solution
  • Increase your webpage traffic
  • It offers a perfect opportunity to target a younger audience

Pointers on How to Run with Social Media Stories in 2020

Remember to add polls to the stories you come up with. You could run the stories alongside polls that ask users about their opinion on something. This offers a perfect opportunity to build anticipation around your brand, product, or services.

You may also use stories to target local customers. If you’ve been keen on observing, you must have noticed that consumers use stories to search for businesses within their locality. Take Instagram stories for instance. They have a story icon for viewing recent stories that have been used alongside a particular location sticker.

In addition to that, you have the option of using hashtags for events or places to generate a similar effect and drive the bulk of your users to that destination for more info.

Permanent Social Media Content

Social media stories are more ephemeral. They have a short-term effect and a very limited window of opportunity to be effective.

Some of these social media platforms have an option for posting fleeting and permanent posts. Permanent posts are a little different because they stretch over a wide span of time.

For instance, Instagram has a permanent wall that you can use to publish posts that aren’t limited by time.

For platforms that allow you to create both ephemeral and permanent posts, you can use the combination to showcase the personality of your brand with an added twist to it.

It’s also important that you err on the side of succinctness and clarity. Don’t overcomplicate things with excessive graphics and wordiness.


Booming Influencer Marketplace and Platforms for Businesses

Influencer marketing isn’t a new trend. But it’s here to stay, and boom as the year develops. Influencers are paid huge sums of money to promote brands and products. The number of social media influencers has been on the rise lately, and so is their demand.

Influencers are much cheaper compared to the cost of running a paid ad campaign. They also deliver better marketing results, besides hinging you close to a huge variety of marketing goals.

Also, unlike ads, they’re not just limited to generating leads.

You don’t have to collaborate with 1 or 2 influencers, but work with a network of small and relevant niche influencers. That way, you’ll be able to develop better engagement and reduce your overall spend.

This is a strategy that marketers should consider adopting in 2020. If anything, they’re better of working with a string of smaller influencers than investing in just one celebrity figure.

Micro-influencers are the In-thing

2020 should be the year when you decide to take full advantage of micro-influencers. Let them expose you to their audience and stretch your brand awareness.

Remember, you’re not just limited to celebrity figures or the big names you know in the industry.

If anything, anyone with a niche following – however small it is – qualifies as a micro-influencer. These influencers may have a small following, but their posts tend to have a bigger punch because of their high levels of engagement.

Micro-influencers are no special people. It’s just that they have identified a niche and chosen to be super-active on the platform. Meaning, their posts get to be viewed as a recommendation from a friend or family member, which increases the chances of conversion.

If you’re looking for the most effective way to take advantage of influencers in 2020, micro-influencers are the way to go. Of course, you’ll be tempted to look at the number of followers each one of them possesses. But what’s even more important than followers and all that is their level of engagement.

Look at the number of clicks, likes, subscribers, and comments their posts are attracting, instead of how big their following is.

Micro-influencers are also good for creating social buzz. Plus, they’re more cost-effective and easier to bring on board compared to celebrities and the big names in your industry.

Chatbots for the Personal Touch

As the popularity of chatbots continues to rise, it’s just a matter of time before they become the mainstay of customer support.

Chatbots save time. Users can directly talk to one of your customer representatives and get the information they need really fast.

They can accumulate user interaction data and add it to a CRM database to serve marketing goals. They also offer a rounded view on your customers so you can understand them better and be able to offer personalised services.

Chatbots are expected to pick up in 2020, and as one of the most important segments of digital marketing.

Here’s what surveys have to say about chatbots:

  • Chatbots will cover 85% of all customer support services by the end of 2020
  • 64% of cite the 24-hour convenience as the top benefit of using chatbots, while 55% are quick to point out the instant inquiries and responses as their main benefit.
  • Another 55% think chatbots are better because they’re a straightforward way to respond to simple questions prospects and consumers have.
  • 63% of users prefer using chatbots to contact a business or brand.
  • By 2022, chatbots will be helping businesses save upwards of $8 billion a year.
  • 80% of businesses have made a mental note of adopting chatbots by the end of 2020.

Social Commerce is the New Retail Therapy

It’s not uncommon for businesses to sell their products and services on social media platforms such as Facebook, Pinterest, and Instagram. Also, as it turns out, social commerce is fast-becoming the new retail avenue for business, bound to get even stronger through the year.

Social commerce might soon become a retail channel competing on the same scale as ecommerce stores and marketplaces. And this is the year this trend to hit the mainstream, having started with some of the social media channels introducing pro-selling features such as shoppable posts.


Search Engine Optimisation (SEO) Trends in 2020

The top inbound marketing priority for 61% of Singapore marketers looking to grow their organic presence is SEO.

As one of these marketers, how do you plan to improve your organic presence through SEO? What are some of the SEO trends to observe and factor into your new SEO strategy?

Consumers Love Voice Search Trends 2020

Just as it was predicted a few years ago, voice search is fast picking up pace, with different studies predicting it will be accounting for about 50% of all voice searches by 2020.

As voice searches continue to grow in popularity, companies have to rethink their digital marketing strategies.

Here are a few stat findings they might need to consider:

  • 50% of online searches will be conducted via voice by the end of 2020.
  • 55% of homes will at least own a smart speaker by the end of 2022.
  • 72% of people that currently own voice-activated speakers use the device almost daily.
  • Voice shopping is estimated to catapult to $40 billion by the end of 2022, from the current $2 billion.

Overall, it’s expected that more people will begin using voice searches as the year progresses.

What’s “near me” Localised Searches

82% of online shoppers add the term ‘near me’ in their search queries. This may come as a shock to you, but if you have yet to optimise your site for localised ‘near me’ searches, this should be the year you integrate it into your marketing campaign.

‘Near me’ searches have seen exponential growth in the past two years.

Here are some important stats touching on this:

  • The use of “near me now’ phrases has grown by about 150% over the past two years. Examples include “gas refills near me.”
  • The use of “near me today/tonight” phrases has grown by about 900% over the past two years. Examples include “eateries near me tonight.”
  • The use of phrase with “now” + “near me’ has grown by about 200% over the past two years. Examples include “where can I find a liquor store near me, now?”

Smart Speakers Drive Voice Search

Businesses have no option but to optimise their websites for voice search. As with SEO, this offers a perfect opportunity to create awareness around your brand.

2020 is the year that we expect to see more businesses exploit this potential. We expect to see more businesses experiment with smart speakers to drive more leads and increase sales.

Jetson is one of the pioneers of voice search in the ecommerce space. They’re one of the early runners in this, having created voice-enabled devices that customers can use to make purchases.


Position Zero Wins the Game

People no longer obsess about propelling their site to position 1 in the SERPs. It’s like the goal post shifted – and now, the new desired spot is position #0.

Position Zero – Position 1 is no longer the top spot on a search engine results page (SERP). Position zero or ‘#0’ is where it’s at! This highly desired position features text from your website and is now the top spot.

2020 is going to be the year when everyone will be fighting to get their site to position zero. For those who don’t know, position zero is the spot that occurs immediately after the first search result.

It’s a post summary or listicle with relevant answers to your search query. It’s what you should be aiming at this year as you work on SEO.

The Need to Optimise for Rich and Featured Snippets

Rich and featured snippets have been with us for a while now – bringing considerable changes in the SERPs and how online users interact with it.

Featured snippets refer to the search results that display additional information about a webpage. Usually, they appear after the first organic result or what’s commonly referred to as position zero.

This is what you should be thinking about optimising your site for in 2020. Remember, there’s only one way to achieve this – you have to provide clear answers to some of the common questions that users ask.

Both featured and rich-text snippet are meant to help you increase your Click Through Rate (CTR).


Quality Content Always Rules

Quality content should sit at the centre of your SEO strategy.

For all we know, users are more interest in content that’s relevant, useful, and timely. So, it make sense that Google would want place content that meets the above criteria at the top of its result pages.

People bombard search engines with pressing questions, and it’s your job to provide them with the answers that they need.

Quality content must be well-researched, written with the best grammar, and follow a logical structure that’s easy to both read and navigate through.


Search Engine Marketing Trends for 2020

There will be Less Control with Google Ads Automation

One of the biggest trends of 2020 in PPC ads is automation. It’s among the things that every PPC marketer will be working on in 2020.

Google will introduce more automation and capabilities, and marketers will be quick to test them out. Plus, there will be more marketers creating these automations on their own or turning to third-party features and tools.

Marketers have to evaluate these automations and weigh in on them to determine if they’re good for their marketing needs or Google itself.

Offer to Help Your Customers Learn and Grow Instead of Worrying About Direct Sales

Smart marketer must strategically speak to their target audience at specific touchpoints. While 2019 was the year that marketers appeared to be more focused on targeting their audience, 2020 could be the year when they finally learn to speak to them.

PPC will be less about forcing your marketing message on your audience. Meaning, marketers will be forced to worry less about direct sales, and start worrying about how their offerings are of help to others.

So, forget about paying the top dollar for a top position with a poor offering, and instead focus on helping your customers learn and grow – even if its means paying to do it.

Don’t Restrict Yourself to Google and Facebook

Google and Facebook may be the dominating search engines, but people are spending a tremendous chunk of their time on other platforms as well, especially TikTok, Snapchat, and Pinterest.

Don’t ignore these platforms, instead try going to where your customers are.

This is not to say that you should go on plastering your ad on every platform that allows you to. What it means is that you need to dedicate some time to understanding your customers and where they can be found most.

After you’ve identified a platform, the next thing you want to do is test it out and find out if it’s good for business.


Stay Ahead of Marketing Trends

2020 will be a busy year for marketers. It’s the year that many of them will learn to embrace change and accept it as a natural part of life. If there’s anything 2020 will teach you is that you should learn to look ahead and strive to embrace new strategies, technologies, and tools. To start adapting to these changes as early as possible, just contact MediaOne! Our experience team will take care of all your digital marketing needs.

Conversion Rate Optimization for Hong Kong In 2020

By | digital marketing

Websites get designed with a purpose, and every web page should have a primary goal. When visitors come to your website, you expect them to perform the desired action. The action could be to buy a product, to procure a service, to sign up for a newsletter, to download a free e-book, to participate in a survey, or to give feedback on some content. You may also expect the visitors to your website to subscribe to an app, fill your “Contact Us” form, complete a personal information form, or take any other action that your web page aims to promote.

The percentage of website visitors who complete the desired action during a particular period is known as the conversion rate. You need to increase or optimize your website’s conversion rate to ensure that your visitors do what you expect them to do. It is against this background that this article provides all the information that you need to know about conversion rate optimization (CRO) for Hong Kong in 2020.

The article defines CRO and discusses the paramount importance of CRO marketing for your business. It also discusses the CRO process and where it happens to companies. While appreciating that there are so many CRO strategies, the article provides information on where you should begin. Also discussed in the document are useful CRO tools and nine rules of conversion rate optimization. The report also discusses four ways that you can use to optimize CRO with a conversion-focused design.

What Is Conversion Rate Optimization (CRO)?

CRO is the process of making it possible for a website’s visitors to take any action that the site intends to encourage. CRO depends on the conversion rate, which, as noted above, is the proportion of people who perform a particular action whenever they visit a website. On its own, the conversion rate implies that not all the people who visit a site will make an action. If some people do not find what they are looking for on a website, they will leave without taking any action. 

CRO thus means, to ensure that as many people as possible take the desired action while they are in the process of viewing your website. You can achieve CRO by designing and adjusting certain aspects of your webpage to increase the possibility that the site’s visitors will be converted into leads (prospective customers) or customers before they exit the site. CRO is all about improving the rate at which a website’s visitors are converted into leads and customers by performing actions that the site aims to have them do.

The Paramount Importance of CRO Marketing for Your Business

CRO Marketing is the systematic process of increasing the proportion of your website’s visitors who take an action that the site means to facilitate. The process is vital because it helps increase your brand visibility and improves your return on investment (ROI) as well as overall revenue. More details about how you can benefit from CRO marketing for your business are listed below. 

Gain a Deeper Understanding of Your Leads & Prospects

CRO involves testing several factors on a site to evaluate whether and how these factors impact conversions. By getting involved in CRO marketing, you can get to understand what visitors are doing on your website and whether the people who visit your site get eventually converted into leads or customers. For example, you can determine the number of visitors who buy your products, use a service, or provide their contact addresses upon visiting your website. Therefore, CRO is of crucial importance when it comes to knowing your leads, customers, and sales prospects. 

Boost Your Sales, Increase Your ROI 

CRO marketing deals with converting the people who visit your website into leads or actual customers. Websites designed to translate visitors into leads or customers result in a conversion rate of approximately 1 per cent. To raise your level of sales, you need to attract more traffic to your website. 

But using CRO, you can increase sales without necessarily having to drive more traffic to your website. With conversion optimization, you increase the conversion rate from the traffic that your website already has. With an effective CRO strategy, you can increase the number of website visitors who become your leads or customers by between 2 percent to 3 per cent, without necessarily having to invest more resources in attracting additional visitors to your site. In turn, this leads to an increased ROI. 

Decreased Cost per Lead: Increased Returns with the Investment Levels 

Cost per lead (CPL) is a digital marketing strategy whereby the client (advertiser) pays a predefined price for every sale lead generated. In other words, if you have a business and you advertise its products on a CPL basis, you will pay a specific price for each lead you get from the advertising process. And this is where CRO marketing comes in handy.

Through conversion optimization, you don’t have to incur extra advertising costs to attract more visitors to your website and increase your chances of getting more leads. With CRO, you simply get more sales leads from the people who currently visit your site through more conversions. It reduces your cost per lead and ultimately enhances your return on investment.

Improve Your SEO Strategy with Conversion Rate Optimization

SEO and other marketing strategies focus on helping bring traffic to websites, but CRO marketing aims at converting the traffic into leads or actual sales. It implies that SEO and conversion optimization are closely related.

With effective SEO and advertising, your website can get more traffic. Your CRO marketing process can then ensure that the web traffic driven to your site gets converted into leads and actual customers. Therefore, through CRO, you can improve your SEO strategy to ensure that the people who get driven to your website via SEO become your customers. 

The Conversion Rate Optimization Process and Where It Occurs for Businesses

CRO marketing is concerned with website conversions, where they occur, and the conversion rate. These concepts are listed below. 

What Is a Conversion?

A website conversion is what happens when a visitor to a website performs a desired action, such as buying a product, signing up for a newsletter, sharing a web page on social media, registering for a webinar, downloading a file, or completing a contact form. If a person visits a website and does any actions mentioned earlier or any other desired by the site, the person said to have gotten converted. It is because by performing the required task, the website visitor becomes a lead or an actual customer. 

Where Do Conversions Occur?

Many websites have designs that are focused on converting the people who visit them into customers. Conversion can happen at various sections of a website. Such areas include the homepage, the blogs section, the landing page, and the page that provides information about pricing. These areas can get optimized to increase the rates of conversion, which can be micro or macro.

A micro conversion refers to a small step by a website’s visitor towards the primary conversion objective, which represents a macro conversion. Micro conversions include instances such as a visitor viewing a product video, downloading an e-book, sharing a page on social media, or signing up for a newsletter. On the other hand, macro conversions include website visitor actions such as making a purchase, providing a lead, donating, or requesting a quote or demo.

Homepage

A website’s homepage is one of the critical areas where conversion occurs. The homepage is the main page of your website, from where visitors get access to other pages through the hyperlinks provided on this page. The homepage thus creates the first impression, presents an opportunity to retain visitors, and leads them further into other the other pages of the website. 

It is possible to increase the rate of conversion through the homepage of your website by highlighting links to product details, providing a sign-up button, or offering help that users might need while they are browsing. The homepage can generate micro and macro conversions. 

Blog

The blog section of a website provides an excellent opportunity for conversion. It is because, in addition to publishing incisive and informative content about the industry in which you are operating, you can also use blogs to convince your readers to use your products or services. It is achievable by inviting readers to submit their contact details so that they can be provided with more information or providing additional call-to-action aspects in your blog. 

The visitors who act as desired based on the blogs can be said to be undergoing micro-conversion.

Landing Page

A landing page is a separate web page explicitly designed to facilitate an advertising or marketing campaign. A typical landing page will, therefore, be inherently intended for viewers to take the desired action. For example, a landing page for a product or service can be optimized with a video about the product/service to elicit purchase behaviors from the site’s visitors. 

When a visitor buys a product or service due to content provided on a landing page that is a conversion. Landing pages can lead to micro or macro conversions.

Pricing Page

The pricing page of your website can be a determining factor when it comes to your website’s visitors deciding whether they will buy your service or product. If the price is too high or not well structured, it can be a put-off for many potential customers. On the other hand, if the price is competitive or well-illustrated, it can drive some visitors to make a purchase or a commitment to buy. 

Therefore, CRO marketing activities should involve offering flexible price ranges, describing the features of the product that relate to each price, and providing contact details for customers to request a price quote. The pricing page can also lead to micro or macro conversions.

All about the Conversion Rate

For CRO marketing to make any business sense, it is vital for you to understand the conversion rate formula, whether your website’s conversion rate is optimal, and the average conversion rates of other players in your industry. It can help you in your effort to improve your conversion rate. 

Calculating the Conversion Rate

The conversion rate formula comprises the following elements: 

  • The total number of visitors to a website.
  • Number of conversions

Calculating the conversion rate is easy. You simply have to divide the number of conversions within a given period by the total number of visitors to your website and multiply the result by 100 to get a percentage. 

For example, if in a given period, your website had 21,468 visitors, and out of this number, you had 3,297 conversions, you will calculate the conversion rate as follows:


Is My Conversion Rate Considered Successful?

It is important to note that conversion rates mean different things depending on the quality of the data that you use. If the number of people who visit your website is minimal, your conversion rate may be unrealistic. For example, if only one person visits your site, and the same person requests for a price quote, your conversion rate will be 100 percent. This rate looks great, but it is misleading.

On the other hand, if you get 500 conversions out of 10,000 people who visit your website, you will have a conversion rate of 5 percent, which is low but realistic or dependable. 

The conversation rate varies by industry. For instance, e-commerce websites have an average conversion rate of 2 to 5 percent. Industry average across different sectors is 2.35 percent. The top 25 percent of firms have an average conversion rate of 5.31 percent, while the top 10 percent achieve a rate of 11.45 percent or higher.

How Do I Compare to My Competitors? Conversion Rates by Industry

It is essential to understand how your website’s conversion rate compares with those of your competitors. According to WordStream, a company that helps turn website visitors into customers, the average conversion rates for all industries and some of the major industries (e-commerce, legal, B2B, and finance) vary, as shown in the table below. 


With So Many CRO Strategies, Where Do I Begin?

A CRO strategy is a way of enhancing every stage of your marketing process, relating to how to design or modify your website. There are so many strategies that you can use for conversion rate optimization. Your focus should be on getting the best plan. As a beginner, one way to achieve this is to think of an iterative process, as explained below. 

Think in Terms of an Iterative Process

Iteration involves repeating the stages of a process until you get the desired results. Thinking of an iterative process consists of looking at the steps of what you would like to achieve from the perspective of a funnel. By looking at each level on an individual basis, you may begin to see holes that need fixing. The iterative CRO strategy has several steps, as described below. 


Step 1: Analyze Your Funnel Using Data

A conversion funnel is a concept that helps to visualize and understand the entire course through which a prospective customer arrives at your website and goes ahead to take the desired action. The process is a funnel because, as a marketer, you are using your website to guide the customer towards conversion. 

A simple model of conversion funnel can get illustrated as a funnel with website visitors on the broader end, leads in the middle section, and customers at the narrow end. 

Step 2: Hypothesize on What Failed to Work

The next step is to come up with a hypothesis about what failed to work. Basically, at this point, you are trying to answer the question of why there are too few conversions against a considerably higher number of visitors to your website. 

Some of the reasons why your website may be having a low conversion rate include the site making a wrong first impression and not being mobile-friendly. The website may also have a minimal conversion rate because of not having a clear customer base, having poor navigation or low-quality product images, or having an unclear call to action, among other reasons. 

Step 3: Design a Treatment

Once you have come up with a hypothesis on what failed to work, i.e., what caused your website to have a low conversion rate, the next step is to design a treatment for the problem. Possible treatments include improving your homepage to give visitors an excellent first impression. Also, by making your site mobile friendly, developing the website’s content with a focus on a specific demographic, improving the site’s navigation or product images, and making your call to action more accurate and actionable. You should have two alternatives for each hypothesized problem. 

Step 4: A/B Test Your Alternative

A/B testing is a method of comparing two variants of a given variable, typically evaluating how a subject responds to variant A vis-à-vis variant B and concluding which of the two alternatives is more effective. For example, if you have hypothesized that your website’s low conversion rate is due to the site’s mobile unfriendliness, you can use A/B testing to affirm or dismiss your hypothesis. In this case, A/B testing will involve making a comparison of two forms of your website to determine the one that can lead to higher conversion. 

Step 5: Keep Testing Until You Achieve a Significant Difference

Since the iterative process is about repeating a process until you find the best solution, you need to keep testing your suggested solutions until you find a solution that makes the most significant difference. 

Useful CRO Tools

There are several tools that you can use as part of your conversion rate optimization process. CRO tools can help you to gather information about your website’s visitors and how they interact with the website. CRO tools are also crucial for hypothesizing problems such as low conversions rates and finding appropriate treatments. CRO tools also aid in testing your plans to ensure that you select effective alternatives that contribute significantly to increasing your website’s conversion rate. 

For providing more information about the various useful CRO tools, they get categorized into five groups. These are research tools for gathering performance data, customer behavior mapping tools, hypothesis frameworks, tools to design and build your treatment, and A/B testing tools.

Research Tools for Gathering Performance Data

CRO research tools help in collecting data about how website visitors interact with the site’s content. These tools also help marketers to find ways to improve their websites to enhance visitors’ experience. Examples of CRO tools for gathering performance data include MixPanel, Amplitude, and Woopra.

 

  • MixPanel

 

Mixpanel is a professional analytics platform used to enhance mobile and web applications by monitoring how users interact and engage with the apps. Mixpanel’s USP is that using the platform, and you can track your website’s visitors’ actions at every stage of the conversion funnel and identify those that are not converting and why. You can also get better analytics to optimize the way visitors flow through your website and their conversion.

Users can use the free Mixpanel version or opt for the paid platform that starts at $89/month. 

 

  • Amplitude

 

Amplitude is a behaviour analytics platform that enables marketers to understand website visitor behaviours and factors that contribute to the conversion. One of the key USPs of the platform is its funnel analysis feature, which enables website owners to visualize and measure how users browse through various aspects of the website. 

Amplitude offers a free premium service that enables customers to get up to 5 million monthly events for free. You can also pay $299 per month for up to 50 million events per month. 

 

 

  • Woopra

 

Woopra is a real-time customer analytics tool. The platform helps clients optimize customer lifecycles by providing instantaneous website visitor behaviour information. The USPs of Woopra include helping understand customer profiles, providing real-time analytics data, and tracking all customer activity. 

Woopra has three subscription plans:

  • Core (no charges) 
  • Pro ($999 per month)
  • Enterprise (based on the type of service required)

Behaviour Software to Map Your Customers’ Behavior

Behaviour software to map customer behaviour are tools used to tell the story of a visitor’s interaction with a website. Such tools graphically illustrate the path that a customer takes across different points of their interaction with a website. Examples of customer behaviour mapping tools include SmartLook, UXPressia, and Matomo Analytics.

 

  • SmartLook 

 

SmartLook is a qualitative analytics software for mobile apps and websites. The software’s USPs include always-on visitor recording support and the use of heat maps to show real user behaviour. SmartLook uses automated event tracking and conversion funnel features to identify trends in website user behaviour. 

There is a free version of SmartLook as well, as a subscription version that starts at $16.00/month. 

 

  • UXPressia

 

UXPressia is a software that helps clients who would like to define website visitor behaviours and map visitors’ journeys to design products or services that enhance customers’ experience. The software’s USPs include customer experience analytics and customer journey mapping tools.

You can go for a free version of UXPressia or opt for the paid version that starts at $20/month. There is no free trial. 

 

  • Matomo Analytics

 

It is a free and open-source web analytics tool that tracks online visits to websites and provides reports for analysis. The USPs of the platform include real-time data updates, event tracking, and content tracking.

Matomo Analytics has a free trial period, and subscription starts at $9.00. You can also get a free version of the software. 

Use Tried and Tested CRO Hypothesis Frameworks

CRO hypothesis frameworks help to develop hypotheses that can enable you to perform a dependable CRO test on your website. Examples of these tools include Craig Sullivan’s Hypothesis Framework, Conversion.com Hypothesis Framework, and the LIFT Model®.

 

  • Craig Sullivan’s Hypothesis Framework 

 

Craig Sullivan’s Hypothesis Framework helps to develop CRO hypotheses based on the available customer data, what you expect to change, and how to measure that data that is required. The framework’s USP is that it is available in two forms: a simple kit and an advanced kit. Hence, you can select the version that best suits your needs.

 

  • Conversion.com Hypothesis Framework

 

Conversion.com Hypothesis Framework helps in hypothesis formulation based on the trends observed in website visitor data and what you expect to happen to help understand why website visitors don’t convert. The USP of this framework is that it uses available data to come up with a hypothesis, thus enhancing reliability. 

 

  • LIFT Model®

 

LIFT Model is a framework used to analyze mobile and web experiences and develop A/B test hypotheses. The USP of the LIFT Model is that the platform focuses on six key conversion factors: relevance, value proposition, urgency, clarity, anxiety, and distraction.

Tools to Design and Build Your Treatment

Tools to design and build your treatment help to address the problems that your website gets hypothesized to be having, which makes it have a low conversion rate. Such tools include Lander, LeadPages, and Unbounce. 

 

  • Lander

 

The Lander app helps in designing treatments for issues identified on your website’s homepage, blog, landing page, and pricing page to ensure that the site has an improved conversion rate.

 

  • LeadPages

 

LeadPages is an online platform used to collect data about a website’s email subscribers. The platform’s USP is that it also provides templates that can be useful for webinars, lead magnets, and landing pages to improve your website experience.

The pricing for LeadPages starts at $15 per month. You can also subscribe for the Standard package at $25 per month, Pro at $48 per month, and Advanced at $199 per month.

 

  • Unbounce

 

Unbounce is a platform used to build landing pages and optimize websites to increase leads and customers. The USP of the platform is that it allows users to custom-make landing pages without the need to code. Unbounce’s pricing starts from $79/month.

A/B Testing Tools 

A/B Testing Tools help to compare two versions of things such as web pages, emails, or other marketing tools to determine the most effective version. Examples of these tools include Google Analytics & Google Optimize, Optimizely, VWO, and Adobe Target.

 

  • Google Analytics & Google Optimize 

 

Google Analytics is an application designed by Google, which monitors and provides reports about website traffic. On the other hand, Google Optimize helps track social networking sites and apps, video, and Flash. 

The standard version of Google Analytics is available for free if you have a Google account. You can also buy the premium version (Google Analytics 360) at $150,000. For Google Optimize, you can buy the whole collection of tools for a monthly fee of $12,500 or subscribe to an individual project.

 

  • Optimizely

 

Optimizely is a technology that helps in A/B testing as well as multi-page experimentation, which is one of the tool’s USPs. The pricing for Optimizely starts at $50,000/year.

 

  • VWO

 

VWO (Visual Website Optimizer) is an A/B testing technology that enables users to develop and compare different versions of their landing pages and websites to determine the one that produces better conversion rates. VWO’s USP is that the platform does not require HTML knowledge for developing different versions of web pages. 

The pricing for VWO starts from $99 per month.

 

  • Adobe Target

 

It is a rule-based targeting and testing platform that can be used for analytics and developing reports to improve customers’ experience. The platform’s USP is that it provides everything that you may require to adapt and personalize your website visitors’ experience. 

9 Rules of Conversion Rate Optimization

Conversion rate optimization aims to convert the people who visit your site into your leads or customers. Below are nine guidelines that you need to follow to get the best results in the CRO process.

Speed 

Some years ago, a study by Google suggested that if you slow down the speed of the research results page by less than 0.5 seconds, this reduces the number of searches by between 0.2 percent and 0.6 percent. These results show that people are becoming more impatient and that a slow loading page is a big put-off. Therefore, the CRO process should focus on increasing the speed of your website.

Rule of One

When designing a landing page as part of a CRO project, it is essential to focus on one item (e.g., an offer) rather than many. The point here is that less is more. When you provide fewer options, fewer distractions, and fewer reasons to make a visitor exit your website, you are likely to get more conversions. 

Simplicity is Key

You should not add clutter that could distract a visitor from doing what you would like them to do on your website – to convert into a lead or a customer. Every element on your website in general and individual pages, in particular, should support the goal that you intend the site to achieve. You should embrace simplicity to make your visitors come closer to performing the action that you need.

Being Clear

Website pages should get centred on two aspects. One is the reason why a person has come to the page in the first place. Two, the page should focus on meeting the needs of the target audience. In other words, you should focus on what your visitors need. 

To enhance clarity, you should create a firm connection between your keywords, ads, call to action, and other relevant aspects. You should also provide precise information about your products, avoid technical language, and provide any additional information that may be necessary.

The Ability to Identify

Your CRO strategy must identify the audience that you are targeting. Remember that, like any other marketing strategy, you are targeting a group of people, not the entire population. 

To identify your audience, you need to do the following: 

  • Each page or email should target your key market segment.
  • Understand your market by visiting the websites and social networking sites that they often visit. 
  • Study how review sites such as Yelp and Amazon do their content and use this format.
  • Carry out customer surveys to gain a deeper understanding of your market.

Grab Attention

Your website needs to create a good impression to attract your audience to do what you want them to do. To catch your audience’s attention, do the following: 

  • Put yourself in the website visitor’s position and ask about the important thing that the website helps.
  • Include keywords in your headlines and subheadings.
  • Ensure that your content is consistent with the message that you want to deliver.
  • Connect with your audience using words like ‘you’ in your content. 

Create Desire

The aim of your website should be to create a desire in your visitors so that they can buy your product or service, request a price quote, give you their contacts, or take any other desired action. 

To elicit desire, take the following steps: 

  • Show what the customer stands to benefit.
  • You should showcase testimonials and real stories about your product or service.
  • Use clear images that depict why your product or service stands out.
  • Mention your prominent customers so that your audience can desire to be associated with your brand. 

Instill Fear

Fear causes people to act quickly. Therefore, your CRO strategy needs to create some sense of concern about what your visitors will miss if they don’t take the desired action on your website. For example, you could highlight an offer that no visitor wants to miss. You may also emphasize the business opportunities that someone will lose by not using your service. Make it clear that there is a need for the visitor to take action, or else they will miss something vital.

While you are at it, it is essential, to be honest. Do not give any distorted information because when you come out as disingenuous, you will damage your reputation. 

Nurturing Trust

Websites are about building brand consistency and fostering trust. For your business to stand out as a trustworthy company, your website should have a great design that people can trust and be eager to use. A poor design makes people have doubts, lack trust, and possibly leave. Your CRO effort should involve making your website simple, presentable, and interactive. You should also present testimonials and make your contact information available and easily noticeable.

4 Ways to Optimize CRO with Conversion-Focused Design

Conversion-focused design is key to translating the people who visit your website into leads and customers. Some of the ways to make your website conversion-focused include using persuasive image captions, giving users directions to take, using short landing pages, and installing a progress bar. 


Persuasive Image Captions

When designing a web page, it is often easy to ignore image captions. Captioning your images is a great way to add some style to your website and to offer insight into the subject of the picture. When using images in your conversion rate optimization process, you should ensure that the images create more visual interest and become a unique mark of your website or brand. 

Give Users Directions to Take

Since the CRO process is about increasing conversions, you should use the opportunity to ensure that your website visitors don’t exit the site until they have taken the desired action. Your website design should help visitors to quickly find the direction to follow to see what they need. For instance, links should be visible and well-marked. More importantly, the design should be persuasive to trigger a favorable action from the visitor. 

Using Short Landing Pages

Landing pages help in showcasing the value of your business’s services, products, and content and aid in promoting conversion. If you are keen to get more customers or leads from your landing pages, you should make the pages short. Again, the idea here is that less is more.

Shorter landing pages have unambiguous information and fewer distractions, which means that there is no hindrance to visitors taking the action that you want them to. For example, it is easier to fill a sign-up form when it is shorter than when it is lengthy and time-consuming. 

Installing a Progress Bar

A progress bar helps to display the progression of a web or app activity such as page loading, downloading a file, or installing an application. Having a reliable measure of operation makes users have a sense of control, and this helps to improve the conversion rate for visitors engaged in different actions.

How Conversion Rate Optimization Helps Your Business

CRO involves increasing the rate at which the people who visit a website become leads or customers by performing an action that the site promotes. Through CRO, you gain a deeper understanding of your leads and prospects, increase your sales and ROI, reduce cost per lead, and improve your SEO strategy. 

MediaOne provides all the solutions that you may need to optimize your website’s conversion rate. If you need help with improving your website’s features, testing various website designs to enhance conversion, or making your website’s design conversion-focused, we are here to assist you. Our contact details in Hong Kong are listed below: 

4/F the Lee Gardens 3, 1 Sunning Rd,  

Causeway Bay Hong Kong 

Tel: (852) 9226 4438

 

digital marketing 101 in Hong Kong

Digital Marketing 101 in Hong Kong

By | digital marketing

The world of e-commerce is growing at an astounding rate. For a website to be successful, it must know how to market itself. Digital marketing Hong Kong is crucial for all companies who want to stay relevant.

What Is Digital Marketing?

More people than ever go online, and that number only continues to increase. If you want your website to be visible in this giant marketplace, you need to know how to market yourself. Digital marketing is any type of marketing that involves using an electronic device or the internet. It encompasses a variety of online channels, including social media, email, search engines, and other online sites.

Here is a YouTube that explains what is digital marketing and how it works.

Source: Adarm Erhart

Importance of Digital Marketing

Every brand, no matter the niche, should embark on a digital marketing campaign. Although working with a digital agency in Hong Kong will take up a bit of your budget, the results will more than make up for the costs.

Your business can benefit from digital marketing. Here are some of the top reasons why digital marketing should be a must for your online business:

Build Brand Awareness & Brand Reputation

When people recognise your brand, they are more likely to purchase from you. Digital marketing can help boost brand awareness for the long-term. For example, content and social media marketing target a specific audience and introduce them to your business.

Brand awareness doesn’t immediately close sales, but it will build a group of target buyers for the future. They will become loyal and ultimately recommend your brand to other buyers, building a solid list of rabid fans for your company.

Grow Your Market Share

Utilising a digital marketing campaign will help to increase your brand’s market share. In turn, you can expect to see a rise in profits and become a leader in the industry. Having a monopoly on the market share ultimately makes your brand more visible, and you’ll be able to accomplish bigger goals.

The right marketing will help drive sales. For example, you can expect to see an increase in conversions by more than 85 percent if you embark on video marketing. Email marketing generates up to 50 per cent more leads.

Increase Your Short-term & Long-term Revenue

The goal of any marketing campaign is to increase revenue, and with digital marketing, you can expect to see an increase in both short-term and long-term goals. In the short-term, you’ll instantly reach new potential customers who may purchase from you right away after watching a video or engaging on social media. In the long-term, you’ll build a list of loyal customers who will return in the future if they feel appreciated. The ROI for digital marketing will outweigh the cost of the campaign.

Additionally, digital marketing is helpful for all businesses to generate higher revenues because it caters to mobile consumers, which now make up more than 91 percent of adults. IPSOS Hong Kong reports that companies see 2.8 times better annual revenue growth using digital strategies, because they make it possible to interact with a target audience. Interacting with customers has a 76 percent success rate. Finally, digital marketing delivers conversions. Incoming traffic turns into leads, and with proper SEO, you will convert more of these leads into paying customers.


Benefits of Digital Marketing

Before a brand begins digital marketing, they want to know how it will benefit their profits in the long run. As stated earlier, expect a high ROI and a high reach of your target audience easily with digital marketing. But, how does it compare to traditional advertising strategies that have been in place for decades? Here’s why making the switch to a digital campaign will yield the most rewards.

High Interactivity

The more involved a customer feels in the marketing process, the more likely they are to close a sale. Digital marketing provides much higher interaction rates than traditional advertising. Brands can interact with their target audience through a variety of mediums, including social media, email, and video. Each interaction makes them feel connected to the brand. Building these relationships is the key to long-term success and recognition.

Greater Control Over Timing

Being able to have control over the timing of your marketing tools is crucial. With traditional advertising, once an advertisement is out there, you cannot alter the schedule in any way. If you want to change something, you must start over from scratch. Digital marketing, however, gives you control over the timing. You can release and update tactics as you see fit.

Lower Costs to Reach A Larger Audience

Believe it or not, digital marketing costs much lower than traditional marketing, and you’ll also be able to reach a broader target audience. Take a conventional marketing ad — you pay a hefty fee to have it run in a magazine, and it may not give you a huge ROI. However, adding content to your website through a digital campaign will benefit visitors for years to come.

Ability to Tailor Your Offers

Not all your customers are the same. If you want to target a different demographic, you can easily do so with a variety of digital techniques. With traditional marketing, you can only afford a campaign that reaches a limited audience, which may not be of interest to many visitors. Going digital, however, lets you tailor content to reach a specific age group or gender, for example.

Easily Updated

Marketing materials are not evergreen, and you need to be able to update them on demand. If you choose traditional marketing, the only way to update a campaign is by purchasing a new ad. With digital marketing, however, you can tweak and update your campaign as you see fit to benefit both your brand and your target audience.

Measurable

Being able to measure the success of your campaign is a crucial advantage of digital marketing. You can easily view which methods worked and which ones are not effective. With traditional marketing, it’s much harder to measure success rates.


Digital Marketing Trends in Hong Kong

Although digital trends in Hong Kong have been an afterthought for many businesses, this type of marketing is finally making its way to the forefront. Brands are finally abandoning traditional prints and television ads for modern digital campaigns. While many brands are jumping on board, several are still behind the times. Those who do not begin a digital plan now may find themselves unable to catch up in the future. Here are the top marketing trends for 2020 that will benefit Hong Kong brands the most.

Social Influencer Marketing

Social media has given rise to influencers. These “internet celebrities” are highly famous, often with millions of followers. Companies are turning to these influences to promote their brand and reach a target audience. As per estimates, 92 per cent of consumers trust influencer recommendations over traditional advertising. Platforms, such as YouTube, TikTok, and Instagram, make it possible to promote to a once unreachable group.

Fleeting Content

Consumers are more likely to close a sale if they sense urgency, and fleeting content does precisely that. Streaming and live videos make it possible for consumers to connect with a brand instantly and create FOMO (fear of missing out). Once the window of opportunity closes, so goes the offer. Because of this, ROI is very high for fleeting content.

Cutting Edge Technology

Hong Kong brands now realise the importance of using the latest technology for their digital campaigns. Here are some of the trends to be on the lookout for in 2020:

  • Artificial Intelligence: AI technology gives marketers the ability to personalise video marketing to target consumers further.
  • Chatbots: The introduction of chatbots makes it possible for consumers to get answers from a brand’s website instantly.
  • Programmatic Buying & Advertising: This type of advertising uses algorithms to target a core audience. Marketers can choose when and to whom their campaign will focus.
  • Voice Search and Smart Speakers: Optimising for voice search makes it possible to reach those with a smart speaker in their home. This type of marketing is relatively new, so it’s crucial to jump into it now.

Here is an infographic about the global digital marketing trends that you should keep in mind when doing digital marketing in Hong Kong.

digital marketing trends

Source: Liana Technologies


Examples of Digital Marketing in Practice

Understanding how digital marketing works in the real world is the key to creating a successful campaign. Utilising one or more of the following tactics may help take your brand to the next level and offer better recognition and a higher ROI.

Search Engine Optimisation (SEO)

Where your company ranks in search engine results, such as Google, is crucial. The closer you are to the front page, the more hits you’ll receive. An SEO Hong Kong will help boost your rankings through organic traffic. SEO involves optimising keywords through on-site, off-site, and technical approaches.

Pay Per Click (PPC) Marketing

PPC marketing involves placing paid ads across the internet, but only paying whenever someone clicks to visit your site. Google Ads, paid ads on Facebook, and Twitter ad campaigns are all popular. PPC encourages organic traffic and helps to drive sales.

Inbound Marketing

Inbound marketing engages consumers through a range of digital marketing experiences. Unlike other tactics, customers feel valued and appreciated. For example, promoting a sale through an email contact list is more effective than spamming consumers. This type of marketing creates more traffic to your site.

Marketing Automation

Streamlining your digital campaigns saves time and money. Using marketing automation to send out email newsletters, make social media posts, or generate leads are all popular with successful brands. Automation leaves you with more time to promote different aspects of your company.

Affiliate Marketing

Working with others to promote your brand on various platforms is becoming more popular. Affiliate marketing involves paying a commission whenever someone promotes your brand on their website or channel. You pay for each lead or sale.

Mobile Advertising

Mobile browsing is at an all-time high. With over 69 per cent of digital media consumed on smartphones, it only makes sense to optimise your website, advertisements, and social media posts for mobile consumers. Reaching this audience will drive sales, and you’ll see an increase in your ROI.


B2B vs. B2C Digital Marketing: Know the Difference

While digital marketing can benefit any business from any industry, it’s important to note that it’s not a one-size-fits-all tool. Every brand should decide between a B2B or B2C campaign before entering the digital marketing world.

B2B Digital Marketing

Some companies have a business to business model, meaning their main goals focus on lead generation. You most likely want your prospective leads to be able to speak with a salesperson who can answer their questions and find the best solution to their problem. Any marketing strategy you choose should focus on finding high-quality leads through the website or other digital channels.

When it comes to B2B digital marketing, you must choose outlets that work with other businesses, such as LinkedIn. These channels allow you to network with your target demographic without needing to weed through unmatched leads.

B2C Digital Marketing

Other brands use the business to consumer model. Your goal is to locate leads that will convert into customers. You want these leads to generate sales without needing to speak with a salesperson— merely visiting your website should be enough.

Instead of spending time working with leads, you need content that will close a sale as quickly as possible. Finding content with a power CTA, for example, will create a sense of urgency to buy. Social media outlets, such as Pinterest or Instagram, allow you to connect with your target audience and build relationships.


Digital Marketing Terms You Need to Know

The marketing world has its jargon, so it’s no surprise to learn that digital marketing comes with its own set of terms. Knowing the meaning of these fundamental terms will help you better navigate through marketing campaigns and allow you to choose the best options to boost your brand.

Cost Per Acquisition (CPA)

How much does it cost your company to gain a new customer? This number is known as the cost per acquisition, and you should weigh it carefully during any digital marketing campaign. If the CPA is too high, it may end up costing your company more than you can afford. Rework your marketing campaign until the CPA falls within an acceptable level.

Cost Per Impression (CPI)

An impression is how often someone sees your ad, whether or not they decide to react to it. CPI is the total cost for each impression you make. Impressions help to build brand awareness; even if someone doesn’t interact with your brand right now, they may do so in the future. Make sure the CPI is reasonable, depending on how often your ad is displayed.

Click-Through Rate (CTR)

How influential is your ad? CTR is the percentage of people who interact with an advertisement when compared to how many people view it. To determine this number, divide the total number of clicks the ad received by the number of times seen. If the CTR is too low, you may need to tweak your digital marketing campaign.

Search Engine Optimisation (SEO)

SEO involves moving your website up the rankings on various search engines. It consists of selecting keywords and optimising them through backlinks, blogs, and other types of content. Search engine algorithms change regularly, so it’s essential to rework your SEO strategy if you see your ranks falling.

Remember, the higher you rank, the more traffic your website will generate for popular keyword searches. According to estimates, as many as 75 percent of users don’t go to the second page of search results; landing on the first page is a must.

Search Engine Results Page (SERP)

SERP is a list of results provided by a search engine after making a keyword query. These results tell you where your website ranks for a particular keyword search. It allows you to monitor your progress, remembering that your end goal should be to get as close to the number one spot as possible.

There are two main types of SERPs, which are organic and paid. Organic SERPs involve results after proper SEO while Paid results are the list of sponsored ads that appear at the top of a search. Both are effective in generating traffic; however, the cost of paid ads is recurring.

User-Generated Content (UGC)

Imagine being able to market your website for free—that’s what you can do with UGC. Instead of relying on a marketing department to create content and purchase ad space, you let your loyal customers do the work for you. For a UGC campaign to work, you must already have a fan base or be willing to create one.

One way to create UGC content is through social media hashtags. For example, you can ask your customers to post pictures of their favourite products on their account with a specific hashtag. This tactic creates user-generated content that costs your company nothing.

Organic Traffic

Organic traffic is the most natural way to generate users to your website. It involves traffic brought in from Google, Yahoo, or other search engines. Most companies feel organic traffic is the best type of marketing because it’s free and often converts to sales. However, most brands combine organic traffic with other tactics, including SEO.


Measurables of Digital Marketing

The success of a digital marketing Hong Kong campaign comes through comparing a variety of measurables. Many brands enter into a marketing campaign with target numbers in mind, and seeing if they were able to meet or exceed their goals is imperative. Here are some of the top things to consider when determining if you should continue with a specific campaign or not:

Website Traffic

How much website traffic has your website generated since implementing your new campaign? To get this answer, you need to know your numbers from both before and after the marketing campaign. If you see a significant increase in traffic, you know that it was helpful and worth the cost. However, if the numbers remain stagnant, it’s time to rethink your approach.

You should also compare the sources of your new traffic. For example, if you’ve been targeting social media providers, did your traffic begin from these links? If revamping your website’s SEO, which keywords brought in new visitors? Monitoring your website traffic will give you a clear view of the success rate of a particular campaign.

Content Performance

Is the cost of the campaign providing your brand with the desired result? You should measure how well the content you implemented is performing when measuring the success of your digital marketing campaign.

If you focused on creating new blog posts, are they generating leads? You should learn what your customers like to read or not read. This knowledge will help you create better content in the future. Remember to stay active with your material to keep it current. If you decided on an email marketing campaign, how many subscribers are opening the emails? What is the click-through rate? Knowing how your target audience reacts to your content is crucial to the success of a digital marketing campaign.

Lead Generation

The more leads you obtain, the more sales you can make. However, finding one doesn’t guarantee a deal. You need to understand the different types of marketing leads to get the results you desire.

Marketing qualified leads are very likely to become customers if you interact with them correctly. These leads are organic, and they have already stated they are interested in your services, whether by signing up for your email list or requesting more information.

Sales qualified leads, on the other hand, have been targeted by your sales team as someone who they should follow-up with soon. They are ready to make a decision and need a little more push.

Knowing where your leads are coming from, and their intentions make it easier to close a sale. Measuring how well your marketing campaign is finding leads is a must. This number will give you reference on how to turn these leads into sales.


How to Select Your Digital Marketing KPIs

Before you begin a digital marketing campaign, you need to have specific Key Performance Indicators (KPIs) in mind. These goals will help you track and measure the success of your campaign. Here are some ideas to get you started:

KPI Selection for Different Channels

Some of your KPIs should be channel-specific. You need to select goals for each channel, knowing that each one won’t necessarily have the same primary KPI. For example, if yours is social media, your primary KPI may be conversions, with other factors, such as followers and site visits leading to your end goal. However, if your channel is Pay-Per-Click, you may have a secondary KPI of conversions, but your primary KPI may be the cost per acquisition.

KPI Considerations – Budget & Timeline

When selecting secondary and primary KPIs, you should always keep your budget and timeline in mind. The budget and KPI are closely related. If you want conversions to be your end goal, you need to know how much each conversion will cost your company. It is especially true in a PPC campaign. It’s crucial to decide if increasing the KPI will work with the budget or if you can still meet your goals and spend less.

It’s also important to commit to a timeline. Once this is in place, you can’t change it. Having a firm timeframe in mind will create urgency, and it will also help you measure the success of the campaign. You can also compare metrics at different times to see how your campaign worked from beginning to end.

Measuring Your Progress by Making SMART Goals

You need KPIs that everyone on the team can understand. Using the SMART goal template makes this easier. Here’s what SMART KPIs stand for:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-Bound

Identifying each of these five factors will create a better plan of action and help lead to a more successful campaign. In other words, never assume others understand the KPI unless you spell out every detail. For example, doubling conversions may mean different things to different people. Stating exactly how you will increase conversions will eliminate any confusion or frustration later down the road.


Mistakes That Digital Marketers Should Avoid

Digital marketers aren’t perfect, and most have made some serious mistakes along the way. Learning from these mistakes is the best way to ensure they don’t happen again. Here are some of the most common mistakes:

Lack of Clear Goals to Measure Your Progress

You don’t want to enter into a marketing campaign without clear-cut goals in mind. Who is your audience, and what do you hope to achieve? The goals you make should be measurable so that you can track your success with each step.

Use tracking tools, such as Google Analytics, to measure your ROI. Using SMART goals will also ensure you can follow a clear path to success. If something needs adjustment along the way, you’ll know well in advance.

Lack of A Clear Buyer Persona

Understanding buyer personas is a must. You can’t base personas off your aspirations. Instead, you need to create personas based on the customers you already have. Knowing what your audience likes will ensure you create the best content each time.

Devote time to researching what your customer base is buying. You can also take a look at the competition or ask your customers to complete a survey. Never assume you understand your audience without talking with them first.

Lack of A Powerful Online Value Proposition

Your value proposition tells prospective customers why they need your product or service. It lets them know why they should buy from you and not a competitor. Many companies put this information on their homepage but forget about it elsewhere.

A compelling online value proposition tells others what your brand does in a single sentence. It also specifies the benefits customers should expect and tell them how you can solve a problem for them. Make sure your value proposition is consistent throughout the content you create to solidify your brand image.


Digital Marketing: In-house vs. Outsource

When preparing a digital marketing campaign, you’ll need to decide between in-house or outsourcing to a digital agency Hong Kong. Here are the pros and cons of both options:

In-house Digital Marketing

In-house involves relying on your team to create and initiate the campaign.

Pros:

Familiarity with the brand and company

Lower cost point

High-priority for everyone involved

Cons:

Lack of digital marketing experience

Increased workload for your employees

The stale perspective of the company and target audience

Outsource to a Digital Marketing Agency

Outsourcing involves contacting a professional agency to handle all aspects of the campaign.

Pros:

Instant expertise in SEO, marketing, social media, and other types of digital content

Has specialised tools to track and monitor measurable data from start to finish

Tracks the budget and monitor analytics

Cons:

Low familiarity with the brand may increase the timeline to execute the right campaign

Agencies have other clients on the docket at the same time

Cost more than doing it yourself


10 Best Digital Marketing Agencies in Hong Kong

MediaOne

When it comes to top SEO results, MediaOne leads the way. They specialise in SEO, SEM, PPC, Google Ads, Facebook, and social media across Asia. With over 900 clients over the past ten years, they have a reputation for providing superior optimising results.

Address: 4/F The Lee Gardens 3, 1 Sunning Rd, Causeway Bay, Hong Kong

Tel: (852) 9226 4438

https://mediaone.co/


DragonSocial

Specialising in Chinese social media marketing, Dragon Social can help your brand connect with influencers and media platforms to boost your brand reputation. They use tools to track and measure your ROI during every campaign.

Address: 7/F, WeWork, 40 Bonham Strand, Sheung Wan, Hong Kong

Tel: (852) 3480 4211

https://www.dragonsocial.net/


Crowd

Crowd takes pride in helping clients boosts awareness and sales through proven digital marketing trends, including social media campaigns, website design, and advertising. They have 12 offices across six different countries.

Address: Xin Jiang House, 7 San Li He Road, Hai Dian District, Beijing, China

Tel: +86 185 2086 1259

https://thisiscrowd.com/


Eventist HongKong

Eventist is a full-service marketing group that specialises in event planning, coordination, and production. Their expertise can help boost brand visibility and generate leads from a vast audience.

Address: 10/F, Success Industrial Building, 17 Sheung Hei Street, San Po Kong, Hong Kong

Tel: (852) 3616 6088

https://www.eventist.com/


TLG Commerce Agency

Brands looking to boost their e-commerce recognition can turn to TLG Commerce Agency for advice. They’re known for their digital marketing services and B2B solutions. From website design to e-commerce strategy, they do it all.

Address: Room 3, Smart-Space 3C, Cyberport 3 100 Cyberport Road Hong Kong

Tel: (852) 5808 4644

https://www.tlgcommerce.com/


WILD

WILD offers global digital marketing solutions for brands in a variety of niches. Their range of services includes paid search advertising, social media marketing, SEO, and online public relations.

Address: Room 301, Third Floor, Dominion Center, 43-59 Queens Road East, Wan Chai, Hong Kong

Tel: (852) 6461 3461

https://wild-at-heart.net/


4HK

4HK has a reputation for providing superior creative and performance strategies to businesses in a range of industries. In addition to SEO and search engine marketing, they also offer content creation, website development, and video production.

Address: Rm 3439, 34/F, Tower 1, Times Square, 1 Matheson Street, Causeway Bay

Tel: (852) 6726 8769

https://www.4hk.com.hk/


Adams HK

Adams HK helps clients improve brand awareness, build a customer base, increase sales generation, and measure success using proven marketing programs and services.

Address: Unit 720, 7/F, Tower A, New Mandarin Plaza, 14 Science Museum Road, Tsim Sha Tsui, Kowloon, Hong Kong

Tel: (852) 2723 9977

http://www.adamshk.com/


Ad One

Ad One strives to help clients build lasting relationships with customers through a variety of digital marketing channels. Their skills include social media advertising, China online marketing, video advertising, and mobile marketing.

Address: 10/F., The Rays, 71 Hung To Road, Kwun Tong Kowloon, Hong Kong

Tel: (852) 2372 0568

http://www.adone.com.hk/


3 Screens Strategic Advisors

For over ten years, 3 Screens Strategic Advisors has provided digital business consulting to brands across the Hong Kong area. They specialise in lead generation and digital marketing. Their clientele includes both B2B and B2C clients.

Address: 1/F 20 Hollywood Road, Central, Hong Kong

Tel: (852) 8191 7356

https://3screens.com.hk/


What to Ask When Engaging a Digital Marketing Agency?

The right digital marketing agency will make all the difference between a successful campaign and one that falls flat. Be sure to ask these critical questions before you hire an agency to work for your brand.

What Marketing Tools Are You Using?

You want to make sure the agency you choose utilises the latest tools and channels for marketing. Ask which one they currently use with clients. Even though they may not be able to show you specifics, they should have a clear understanding of what works in today’s market.

What Are Their Marketing Goals?

Find out what they want to help your brand achieve. Their goals should be on par with your personal goals. The answer to this question will also help you determine if they have a realistic mind-set or just want to tell you what they think you want to hear. Choose an agency that seems clear and confident with the goals they set forth.

What Is Your Approach to Marketing for My Company?

This question will not only give you a better picture of the types of marketing to expect, but it will also let you know if they have experience in your industry. You want to work with someone with experience dealing with a client in a situation like your own. The answer to this question will determine if they know what they’re doing.

Digital Marketing Pricing

Before you embark on a digital marketing campaign, you need to know how much it will cost your company. Prices vary depending on your needs and the agency you choose. Here’s a general breakdown.

A Summary of General Costs

Once you determine the marketing tactics you wish to embark upon, you can begin to figure out the cost of the campaign. Monthly costs are usually for SEO and social media marketing, depending on how sophisticated the marketing campaign is. Expect to pay a variable fee each month for PPC advertising. The total cost will vary depending on how many clicks you receive. Email marketing is also broken down by how many emails you send out each month.

If you want to revamp your website, web design costs usually depend on the designer’s hourly rate. You will also have to pay hosting and maintenance costs to keep your site up and running.

Price Factors of Digital Marketing Services

No two companies will end up paying the same amount for their digital marketing campaign. Many factors will determine the total cost for you.

Factor #1: The Agency’s Experience

More experienced agencies charge higher hourly and monthly fees. It is because those with more experience can better help you reach your end goals. The agency will disclose this when you first meet with them.

Factor #2: Complexity of The Task

Generally speaking, the more aggressive your strategy, the more it will cost your company. The marketing team will put in more hours and work to ensure you meet your end goals. Similarly, if you have a simple strategy, it will cost less.

Factor #3: The Agency’s Expertise in Your Industry

If an agency has more expertise in your specific industry, it will have more to offer. You’ll pay more for these added benefits, but don’t worry, the additional cost will reflect in the results you see.

4 Questions to Ask Before Engaging a Digital Marketing Agency

Always ask plenty of questions before hiring a digital marketing company. The answers will help you make an educated decision on which agency is best for your brand’s needs.

What is Their Level of Involvement in Terms of Strategic Direction?

Make sure the agency tells you how much work they will do devising a strategy for your company. Do you need to come up with it yourself, or will they develop ideas for you? If you don’t want to do all the work yourself, pick one who will be highly involved with every aspect of the campaign.

Are They Straightforward?

Make sure they can tell you exactly how they will meet your end goal with the strategies they want to put in place. A company which is straightforward when responding to you is more likely to be confident in their marketing decisions.

What is Their Communication Style?

Not every agency communicates in the same manner. Find out in advance if they prefer to do it via telephone, email, or in-person. The communication style they use should also match your preferences. For example, if you work late nights, hiring an agency that only communicates by phone may not be the best choice.

Can They Provide Solutions if Your Campaign is Underperforming?

Make sure the agency will help your campaign if you don’t meet your target goals. They need to be able to implement another plan of action to enable your brand to succeed. Also, ask how changing strategies will affect the budget.

Guide to Digital Marketing in Hong Kong

E-commerce and digital media are more popular than ever before, and brands that want to succeed need to engage in a digital marketing campaign. Marketers should stay ahead of the times and utilise the latest strategies to ensure their campaigns are successful. Companies that jump on the digital marketing bandwagon now will surely surpass their competition.

MediaOne offers comprehensive SEO and digital marketing solutions across Hong Kong. With their vast experience and strive to succeed, they will be able to develop a marketing strategy to help your company succeed in this competitive world. Contact MediaOne to begin strategizing a custom marking plan for your brand.

 

advertising in Singapore

All You to Know About Advertising in Hong Kong

By | digital marketing

The astronomical growth of the Chinese economy has caused an enormous development in the Hong Kong advertising industry. Over the past ten years, the ad market size has increased from HK$20.2 billion in 2011 to HK$29.1 billion in 2019. By the end of next year, this figure is expected to grow to HK$30.5 billion.

The graph below shows the growth of advertising in Hong Kong over the past ten years.

advertising in Hong Kong statistics

Source: Statista

The primary reasons behind the increased popularity of advertising in Hong Kong are a favourable business environment and a large number of companies that have set up on the island. Since competition is stiff, businesses need to invest in various forms of adverts to increase brand awareness and draw customers to their products and services.

Legislation and Regulations Governing Advertising in Hong Kong

Hong Kong is renowned for valuing freedom of expression. Besides the controls imposed on radio and TV adverts, there no other legal restrictions to advertising in Hong Kong. The specific instances of particular regulations of advertising content are highlighted below.

The Association of Accredited Advertisers runs a self-regulatory structure and ensures that all advertisers in Hong Kong comply with the Code of Practice. These laws go together with the aforementioned special enactments that apply to particular products and instances.

All audiences targeted by ads in Hong Kong are ‘data subjects’ as defined by the Personal Data Privacy Ordinance (PDPO). In this case, ‘personal data. Refers to all pieces of information that uniquely identify a living individual. Examples of such include official documents like passports and identity cards. Nowadays, the scope of personal data includes biometric recordings as well as photos of the data subject.

The PDPO states that the advertisers must collect personal data after getting consent from the subject. In addition, the data subject must also be aware of where their information is going to be used, and the people or institutions that will have access to the data. If the advertiser intends to use the data for a purpose other than the ones specified during collection, they must get consent again from the subject.

Regulatory Bodies

The Communications Authority is the body that oversees and regulates broadcast advertising in Hong Kong.  It enforces the rules outlined in the Broadcasting Ordinance. One of the standout clauses in these rules states that the internet is not a TV program service, meaning that you do not need a broadcasting license to do online advertising in Hong Kong.

The Security and Futures Commission (SFC) controls the advertising of investment opportunities. These include ads that promote company shares, securities and futures, and so on.

However, the promotion of investment of opportunities by authorised institutions like banks is under the control of the Hong Kong Monetary Authority (HKMA). In this regard, HKMA works to ensure that all financial institutions are registered and licensed by the SFC, giving them the authority to advertise investment opportunities.

Regulators’ Powers

Each ordinance outlines the penalties for breaching the regulations on advertising in Hong Kong. The regulatory authorities have the power to apply various sanctions, such as de-licensing the institutions and advertisers who fail to comply with the set regulations. For example, if the SFC finds an advertiser that promotes investment opportunities contrary to the rules, they will confiscate the license immediately.

Industry Codes for Advertising in Hong Kong

The following are the codes that govern advertising in various industries in Hong Kong.

  • The Communications Authority controls TV advertising as outline by the Broadcasting Ordinance. The agency as the powers to issue, withhold and withdraw a broadcasting service license. Also, the body sets the advertising standards to which all licensees must comply.
  • Since the internet is not considered as a TV programmer, it is exempt from regulation by the government.
  • The Television Advertising Code requires advertisers to ensure that their ads are compliant. An ad refers to any material in a TV program that is designed to promote a brand, products or services.
  • Advertising material should be explicitly identifiable as an ad. It should be different from regular program content, and more importantly, it should not disparage competing companies.
  • The Television Advertising Code requires ads to be clean, honest, legal, and truthful. They must also comply with local laws. The claims made in the advertisement messages should be easy to substantiate.

Best Advertising Agencies in Hong Kong

As mentioned earlier, many companies have invested in advertising in Hong Kong, meaning that the market is fiercely competitive. It is imperative to work with an agency if you want your promotional message to reach your target audience.

The following are the best advertising agencies in Hong Kong.

DSIGN Branding

DSIGN Branding is an advertising agency based in Hong Kong that helps clients in creating ads that resonate with consumer objectives. The company creates attractive adverts that appeal to both clines and consumers, mostly due to the passion of its team.

  • Services Offered
  • Content creation
  • Brand consulting and strategy
  • Advertising and brand design
  • Digital marketing
  • Web and mobile app development

Physical Address

Room 1128, Lee Graden One, Causeway Bay, Hong Kong

Phone Number

+852 3959 8710

Email Address

info@dsignhk.com


First Page

First Page is an agency that idea for companies that practice internet marketing in Hong Kong. The company has so far served many clients and featured on reputable platforms such as Forbes, Entrepreneur, and The Huffington Post.

Services Offered

  • Google ads and search display
  • Google Shopping ads
  • Reputation management
  • Search engine optimisation
  • Content creation

Physical Address

Room 3503-07, 35/F, Wu Chung House, 213 Queen’s Road East, Wan Chai, Hong Kong

Phone Number

+852 2356 3200

Email Address

info@firstpage.com.hk


Entertaining Asia

Entertaining Asia is primarily an event and hospitality company that operates in Hong Kong. However, it also engages in activities related to online advertising in Hong Kong.

Services Offered

  • Advertising
  • Event management
  • Media and marketing services
  • Photography and video services

Physical Address

5th Floor, Tack Building, 50 Gilman Street, Central Hong Kong

Phone Number

+852 2815 7919

Email Address

info@entertainingasia.com


Absolute Creative Limited

Absolute Creative is a leading marketing agency that helps businesses achieve their goals by creating stunning ads that inspires action from customers. The company has 18 years of experience in the industry and always prioritises quality over quantity.

Services Offered

  • Advert design
  • Branding and management
  • Marketing planning
  • Integrated and scalable content management
  • Copywriting and proofreading

Physical Address

Unit 1812 Metro Centre II, 21 Lam Hing Street, Kowloon Bay, Hong Kong

Phone Number

+852 2367 5715

Email Address

enquiry@absolutecreative.com


CMRS Group

CMRS is an agency that works to enable brand communication excellent in the digital marketing space in Hong Kong, Macau, and Southern China. The company’s team has an abundance of experience and dedicated talent in the industry, having served multiple clients over the years.

Services Offered

  • Advertising and creative strategy
  • Social media marketing
  • Insights and consultancy
  • Content marketing

Physical Address

18 MG Tower, 133 Hoi Bun Road, Kwun Tong

Phone Number

+852 2815 3880

Email Address

marketing@cmrs.com.hk


Stepworks

Stepworks is an international advertising and branding agency based in Hong Kong. The company assists its clients to gain an edge over their competitors by creating quality branding and marketing solutions.

Services Offered

  • Advertising
  • Branding and graphics design
  • Content creation

Physical Address

19/F, LKF 29, 29 Wyndham Street Central, Hong Kong

Phone Number

+852 3678 8700

Email Address

hello@stepworks.co


Landor

Landor is a Hon Kong-based creative agency that launched in 1996. For more than two decades, the company has served several prominent institutions and help build brands and adverts that stand for something. The multiple awards in their collection are proof of the excellence of their services.

Services Offered

  • Advertising
  • Product branding
  • Graphics design

Physical Address

38/F PCCW Tower, Taikoo Place, Quarry Bay, Hong Kong

Phone Number

+852 2851 8173

Email Address

hongkong@landor.com


Reaction

Reaction is a leading branding and design agency based in Hong Kong. The company uses a strategic approach to build client’s businesses while adhering to values such as curiosity, disruption and passion.

Services Offered

  • Advertising and branding
  • Digital marketing
  • Graphics design

Physical Address

14/F, Po Chai Industrial Building, 28 Wong Chuk Hang Road, Hong Kong

Phone Number

+852 2840 1931

Email Address

creative@react.com.hk


Impact Communications

Impact Communications is a full-service advertising agency that has its offices in Hong Kong. The company has proved its competence by serving clients from various industries and delivering positive results.

Services Offered

  • Advertising and branding
  • Design and video production
  • Social media management
  • Marketing strategy

Physical Address

Room 26, 4/F, Gemmy Industrial Building, 12 Hung To Road, Kwun Tong, Kowloon

Phone Number

+852 2887 2871

Email Address

karny@impacthk.co


Clicks Marketing Solutions

Clicks Marketing Solutions is a Hong Kong-based advertising and marketing agency. The company aims to leverage their expertise in marketing and design to enable its clients to exceed their growth targets.

  • Advertising
  • Branding
  • Graphics design
  • Digital marketing

Physical Address

Unit 3, 6/F. Lemmi Centre. 50 Hoi Yuen Road, Kwun Tong, Kowloon, Hong Kong

Phone Number

+852 2387 6877

Email Address

business@clicks-hk.com


Factors to Consider When Choosing an Advertising Agency in Hong Kong

With plenty of options to choose from, it can be quite challenging to find the ideal advertising agency to hire. Every agency in the market has its claims about its specialities and services, which makes it difficult to tell them apart.

Here are the factors that you need to consider when choosing an agency to handle your advertising in Hong Kong.

Location

Although it is possible to keep in touch with your agency through video conferencing, phone calls and email, nothing is more effective than meeting them in person. Besides face-to-face meetings, hiring a local agency means that you spend lesser amounts on commuting. Moreover, a local agency has a better understanding of the local market, which means that they can create a campaign that is optimised to get positive results.

Personality

It is essential to choose an agency that enjoys working with your marketing team and vice versa. If either of the two does not enjoy the presence of the other, there is no way that your advertising in Hong Kong will succeed.

Before settling on a particular choice, make sure that you evaluate the social media channels of your prospective agencies. You should also talk to them to get a feel of their personality and see whether they are compatible with your team. The objective of this process is to find an agency that will fit in with your marketing team.

Previous Experience

The number of clients served by an agency is a crucial consideration factor during the hiring phase. It shows if an agency is experienced or new to the industry. Taking a look at the portfolio also enables you to know if the agency has experience with businesses similar to yours, which can be a huge factor in increasing the success of your advertising campaign.

Services

As seen above, the majority of agencies in Hong Kong offer many other services besides advertising. That said, not all companies provide the same services. Make sure that you pay close attention to what each agency has to offer to your advertising in Hong Kong. Ask for detailed explanations on how they implement their strategies. The right agency should explain clearly how their tactics will help you achieve your business goals.

Certifications

If you are looking for an agency to help with digital marketing in Hong Kong, it is advisable to for the options that have the Google partners badge on their websites. This is because Google usually trains agencies and confirms that they are competent before certifying them. The badge is a symbol that shows a company will follow Google’s best practices and provide expert service. Moreover, companies that have this certification are proficient at advertising on Google AdWords and the Google Display Network. Lastly, Google partners are the first to know about new releases from the search engine, meaning that working with them will give you an edge over your competitors.

Importance of Investing in Advertising in Hong Kong

Adverts have multiple benefits, both to the business owner and the customer. Here are the advantages of investing in advertising in Hong Kong.

Introduces New Products to the Market

Adverts play a significant role in the introduction of new products to the market. If well created, an advertising campaign can convince consumers to purchase the new product.

Expansion of the Market

When you advertise a product or a service, you reach out to audiences that are not already familiar with your brand. This means that in addition to retaining your existing audience, you expand your potential market. Increased brand awareness increases the chances of making more sales and growing your business.

Increased Sales

Advertising facilitates the mass production of products and increases the volume of sales. When you spend on advertising in Hong Kong, you increase the number of purchases. This, in turn, means that the business generates more profit.

Gain a Competitive Edge

By promoting your products aggressively, you gain an edge over your competitors. This is because advertising increases consumer awareness, which makes them more likely to purchase a product.

Educates the Consumer

Besides pictures and videos, adverts usually feature detailed descriptions of the products being promoted. These bits of information are useful in educating the consumer about the uses of the products and the value it adds to their lives.

Eliminates Intermediaries

One of the benefits of advertising in Hong Kong is that it enables businesses to reach their target audiences directly. This eliminates the need for intermediary marketers, who usually eat into a business’s profits and make products more expensive to the buyer.

Better Quality Products

Advertising often prompts business owners to create high-quality products since the objective is to entice customers into buying. This is particularly beneficial to the consumer who gets value for their money.

Step by Step Guide for Successful Advertising in Hong Kong

Given that most businesses are investing heavily in advertising campaigns and internet marketing in Hong Kong, you need to be creative and strategic to ensure your message reaches the target audience. Using a generic approach increases the chances that you will end up wasting money and resources on an ineffective campaign.

The following are the steps that you need to follow to create effective ads for your advertising in Hong Kong.

Market Analysis

The first step of an advertising campaign is identifying the target audience and its needs. This involves thorough research, during which you also need to do extensive competition analysis. Knowing your intended audience is useful in determining whether the product you plan to launch will be a hit or a miss. It also enables you to see the strategies employed by your competitors.

Selecting the Advertising Media

The advertising media you choose for spreading your promotional messages depends on the preferences of your target audience. For instance, if most of your prospective customers are using the internet, it makes sense to invest in digital marketing in Hong Kong. If they like visiting live events, you should consider using exhibition ads.

Cost-benefit Analysis

There are two reasons for conducting a cost-benefit analysis before launching an advertising campaign. First, you need to determine whether the campaign will be beneficial to your business. If deemed worthwhile, the campaign will move on to the next step. The second reason for the analysis is to determine if the potential benefits of advertising exceed the cost of running the adverts. Keep in mind that advertising in Hong Kong is a significant investment that needs to be viable.

Choosing the Mode of Advertisement

Once you are through with cost-benefit analysis, you need to decide how you will convey your message to the target audience. If you are using print media, you opt for either a booklet or cards. For businesses invested in online advertising in Hong Kong, you will have to choose between photos and text.

Creating the Ad

After completing all of the steps mentioned above, all you need to do is create the advert itself. Once more, the preference of your audience determines the design of your ad. It is worth noting that successful ads are usually the ones that are relevant, valuable and informative to the consumer.

Common Mistakes Made in Advertising in Hong Kong and How to Avoid Them

Advertising mistakes are a norm, from small businesses to established enterprises. While some errors are a consequence of bad luck and indecisiveness, most of them are down to lack of research and poor preparation.

The problem with mistakes is that they make your entire campaign ineffective, meaning that your investment goes to waste. Here are the top five mistakes to make your advertising in Hong Kong successful.

Lack of a Marketing Plan

Lacking a plan is perhaps the most significant mistake you can make as an advertiser. If you do not have an understanding of your business model, people interested in your products will have nothing to respond to. That said, having a plan in mind is not enough – you need to have in written form.

You should take time to learn your business, paying key attention to your goals and the potential roadblocks in your path to success. Setting objectives and benchmarks is essential in formulating a marketing plan and also brings in new investment opportunities.

Overemphasis on Your Brand

Most entrepreneurs put in a lot of effort and resources towards growing their businesses and get proud when they succeed. While nothing is wrong with it, you cannot convey pride in your advertising messages.

Your audience does not care about the amount of effort and money you used to make a product. Instead, you should focus on how the product solves a particular challenge, how it saves money, and so on. The message should always be about the consumer.

The table below shows the most annoying actions by brands on various social media.

Action Percentage of annoyed users
Posting too many promotions 57.5%
Using jargon and slang 38.4%
Lack of personality 34.7%
Forcing humour 32.3%
Failing to respond to messages 24.7%

 

Source: Sprout Social

Inadequate Preparation

Another mistake made by companies that do advertising in Hong Kong is failing to prepare for an influx of new customers. When you create an excellent product and promote it with an impressive advert, you should expect an increase in the number of customers you receive.  Some businesses fail to prepare for such occurrences, leaving them with an overwhelmed website, delayed processing of orders, insufficient products, and an incompetent support team.

You should not fall victim to a successful advertising campaign. It is advisable to start with a soft launch to prepare you for the rapid increase in the number of clients. Try all possible scenarios before launching the full campaign.  This way, you will avoid negative reviews from newly acquired customers.

Failing to Identify Your Target Audience

Using a blanket approach when creating your ads is setting up for failure. You cannot publish a message without research and expect it to appeal to everyone who sees it. Instead, you will end up wasting a substantial amount of money and their resources.

Similar to digital marketing in Hong Kong, you need to target a specific population with your ads. This means that you need to analyse demographics and get feedback from your intended audience before every campaign starts. You should know the age, gender, level of income and other preferences of the people who are likely to buy your products.

Ignoring the Competitive Landscape

It is almost impossible to create a unique business unless you are innovating a new product. In most cases, it is highly likely that you will be up against other companies offering the same products as yours. If you are unaware of the advertising methods employed by your competitors, you risk losing ground and potential customers to them.

You need to know the types of ads that your rivals are using, as well as the messages they are conveying. By doing this, you will notice the avenues that they are not exploring and use them to increase the success of your campaigns. However, copying the strategies employed by your rivals is likely to backfire, as users will not see anything unique in your promotions.

Challenges Facing Online Advertising in Hong Kong

As companies abandon traditional methods in favour of online advertising, new challenges are coming up fast. If your company practices internet marketing in Hong Kong, here are the problems that you need to conquer to reap benefits from your efforts.

Rapid Growth

The digital landscape keeps on growing, as depicted by the increasing number of websites. Choosing the right platform for advertising your products requires extensive research that can take days or even weeks to complete. Every time you decide to launch a campaign on a new platform, you need to develop a unique strategy for it.

The following graph the gradual increase in the number of websites over the past three decades.

number of websites online

Source: Statista

Additionally, the internet is no longer the sole platform used for digital advertising in Hong Kong. People are increasingly using advanced gadgets such as digital assistants, smartwatches, and VR headsets, and so on. These present new opportunities for advertising, making the space even more competitive.

Ad Blockers

Ad blockers are one of the most significant changes facing online advertising in Hong Kong and worldwide. As the name suggests, the software prevents adverts from appearing on the screen, meaning that your audience never gets to see your message.

The table below shows the top reasons why people download ad blockers.

Reason Percentage
Limit interruptions online 47%
Increase control over browsing experience 22%
Eliminate irrelevant ads 18%

 

Source: Visual Objects

The solution to this problem is by using native advertising. Since native ads resemble regular on-site content, they often go unnoticed by adblocking software. Moreover, native ads are unlikely to appear as intrusive as regular ads.

Reduced Exposure

In the past, social media platforms were an excellent resource for reaching consumers without paying anything. This is no longer the case. Platforms such as Facebook have reduced the organic reach of posts, requiring brands to invest in paid ads to get their message to consumers.

As advertising on social networks gets more expensive, businesses will have to employ smarter strategies to ensure that the extra money does not go to waste. This means more targeting to ensure that ads reach people likely to show interest in your brand.

The following table shows the significant decline in the organic reach of Facebook pages in the past few years.

Year Organic reach
2019 0.8%
2018 1.2%
2017 2.4%
2016 2.8%
2015 5.4%

 

Source: Growth Rocks

Increasing Costs

The increasing cost of ads is the primary reason behind the constant increase in annual digital ad spend. As a result, small businesses must allocate more money for online advertising in Hong Kong if they want to compete with established companies.

However, spending more money does not always guarantee a better advertising campaign. You must ensure that your ads reach the right audience at the right time.

The graph below shows the average cost-per-click for Facebook ads over the past year.

Facebook news feed median CPC

Source: AdStage

Elusive Audiences

The hectic nature of the modern world means that people have little time to watch or read advertisements. Brands are in fierce competition to grab the attention of what seems to be an elusive audience.

Audience segmentation is a smart way of capturing the attention of consumers, as it focuses on the unique needs of different people. Even better, most advertising platforms have inbuilt targeting features that allow you to focus on people who are interested in what you are selling.

The Future of Advertising in Hong Kong

Similar to other marketing strategies, the future of advertising in Hong Kong lies in technology that encourages high engagement levels with precision targeting. You should expect increased adoption of videos with storytelling, augmented reality and virtual reality with personalised targeting that keep customers engaged and provide a high ROI.

Besides, there will be an increased dependence on machine learning technology to understand consumer behaviour better. With a deeper understanding of target audiences, advertisers will have the ability to create more effective ads and reduce the wastage of time and resources. So far, social networks have already started using this technology to improve the success rates for businesses that use their ad platforms.

Conclusion

If you are planning on advertising in Hong Kong, you need to invest in research since it is the most critical aspect of an ad campaign. Make sure that you understand the preferences of your target audience as well as the tactics used by your rivals. When you have such information, you have a higher chance of running a successful campaign.

Lastly, it is essential to ensure that you comply with the set regulations. You do not want a situation where you create an excellent campaign, but it gets pulled down because it goes against the law.

Get in touch with us for the best advertising and digital marketing services in Hong Kong. 

marketing in Hong Kong

Marketing in Hong Kong: The Complete Guide

By | digital marketing

Introduction to Marketing in Hong Kong

The economy of Hong Kong had a freedom index of 90.2 in 2019, an indicator that suggests it is one of the freest economies on the globe which is something they have maintained for multiple years now.

It remains to be one of the friendliest economies to invest in and one of the most optimistic economies in Far East Asia. The strengths of Hong Kong’s economy include almost no public debt, sound banking systems, stringent anti-corruption measures, functional legal systems, close ties to the booming economy in China and robust foreign exchange reserves–standing at about US$410 billion at the turn of 2019.

The year 2019 will go down as the worst year of the 2010-2019 decade for Hong Kong’s economy for two reasons: the Chinese economy, which influences Hong Kong’s economy, has been experiencing a slump since tariff squabbles began between China and the United States in 2018. Secondly, the ongoing extradition protests have virtually brought business to a standstill. The collective toll is expected to contract the economy with as much as 2.9 % by the end of 2019.

It is not gloom though; the US and China have struck a deal to go slow on tariffs. This deal is part of other deals that will extend into 2020. Therefore, exports from China and Hong Kong are expected to increase again at the start of the year and spur growth.

marketing in Hong Kong

Source: Smart Insights

Why is Marketing Critical to Help Hong Kong Businesses Grow?

Marketing is defined as the promoting and selling of products or services and includes conducting market research and advertising as well. All in all, marketing serves as a tool to establish and maintain relevance, demand, competition, reputation, and more.

Do you understand what your target markets want? When did you last observe your clients discuss your product or service on social media or the internet? And what were their sentiments towards your business or brand? The answers to these queries lie in marketing. So, without marketing, a business will face a much higher chance of closing down due to a decline in sales.

Another important role marketing plays in your business strategy in Hong Kong is that you will gain on your competitors so that you may boost your revenue and market value. The government of Hong Kong imposes virtually zero corporate tax on businesses that operate in the territory, making it a lucrative but competitive business landscape to operate in.


Marketing Trends and Opportunities in Hong Kong

Hong Kong is a culturally distinct territory, business marketing in the territory can be an avenue for fostering cultural sensitivity.  One of the mistakes many businesses make when expanding in foreign territories is to assume that their old marketing strategies will be translatable in the new markets. Although many Hong Kong residents lead modernized life, superstition is still part of their culture. Numbers, for example, still affect how they make decisions. Number 4, for instance, signifies bad luck while concepts like Feng Shui are taken seriously.

Marketing Trends and Opportunities in Hong Kong

Aside from traditional cultural sensitivities that have been part of Hong Kong’s longstanding traditions and beliefs, it’s equally important to look at new developments. Observing the increases in the introduction of newer social networking platforms in Hong Kong, most of them are aimed at competing with regional behemoths such as Weibo and Weibo. Marketing methods have since evolved to take advantage of these specific platforms.

Artificial Intelligence (AI) and Machine Learning (MI) playing a remarkable role in search

Reports show that as much as 50% of marketers worldwide are already applying the concepts of AI to market goods and services. Hong Kong marketers are part of the pack. AI and MI are two truly global technologies of the ending decade because most of the marketing companies (such as Google) that apply them tend to target an international audience. The influence of AI and MI on marketing is expected to increase at the turn of the new decade.

If you intend to market through Google, you could benefit from RankBrain, an AI program that is poised to complement Hummingbird, which places an emphasis on the context and meanings rather than keywords when returning search results.

The rise of mobile search – making a smartphone-first approach essential

The shift from laptops and desktop computers to mobile smart devices as primary ways of using the internet changed how marketers stage their promotions. In 2015, the share of the population in Hong Kong with a smartphone was 70%. At the end of 2019, the total share is 77%. That number is expected to soar to 79% in 2023. It is also estimated that about 97% of Hong Kong residents access the internet with smartphones, with each user spending an average of 3.2 hours on the internet every day. With such stats, a Hong Kong-based business stands to reap many benefits from search engine marketing (SEM) and social media marketing (SMM).

The surge in non-visual experience

Many Hong Kong homes have intelligent personal assistants like Amazon Echo that are increasingly taking over the search needs of their users. The whole world, not just Hong Kong, is experiencing “Alexa” craze, or overreliance on an intelligent personal assistant for help and searching answers for queries.

Since these devices relay the search results to the user through speakers rather than a screen, more and more digital marketers are beginning to deliver a non-visual experience to users through them as well.

A deeper understanding of the client journey

Mapping the clients’ journey had previously been a challenge for may businesses because of three factors: diverse platforms, a variety of content available to users, and the fact that each person has a different online experience.

Marketers are starting to have a clearer understanding of the pathways taken by customers before transacting with a business. This has been made possible by the introduction of advanced analytics software and behavioural insights that can only be churned using machine learning and artificial intelligence.

Used effectively, data-driven approaches will empower marketers to discern where their clients are each step of their journey to transact with the business. Marketers will eventually identify things that work best at each step as presented by the digital media.


The 4Ps of Marketing

Understanding the 4 pillars–also known as the 4 Ps–of marketing is extremely important in any marketing plan. To build a well-suited strategy, you will need the right marketing mix to achieve the aforementioned combo. This mix entails the 4s of marketing: product, price, place, and promotion.

Product

The product is a tangible item or intangible service that meets the needs of the client. All products follow the product life cycle, which marketers must understand and make plans for each stage and its unique challenges. Furthermore, marketers need to understand the problems the product/service is attempting to solve and the product/service’s selling propositions.

Price

The price is the actual amount of money the end-user will pay to acquire the product/service. Pricing affects demand; the buyer will consider the product’s perceived value rather than the objective behind the cost. An underpriced or overpriced product may not sell well. That’s why the marketer should attempt to view the product in the client’s perspective. A product with a positive value can be successfully priced highly. A product with little value will need to be priced lowly to sell.

Promotion

Promotion describes the communication aspects of the whole marketing function. It may entail such things as sales promotion, public relations, special offers, and advertising. The promotion channel chosen by marketers should be suitable for the appropriate for the product, the end-user, and the price.

Place

Place or placement describes the manner in which the product will be offered to the buyer. Distribution is one of the key elements of placement. Marketers use placement strategy to assess the suitability of a channel for the product. End user’s assessment of the product completes the remainder of the marketer’s product strategy.


The Two Funnels You Need to Know As A Marketer

The Marketing Funnel

A marketing funnel is used to describe the journey your customer has taken with your brand. It maps the entire route between the first contact the customer has with your brand or product/service to the moment a purchase they make a purchase.

The entire process is broken down into 6 stages:

  1. Awareness: This is the topmost stage and entails potential customers being drawn through consumer research and discovery and marketing campaigns.
  2. Interest: Once the leads have been generated, they proceed to the next stage – the interest stage – where they obtain more useful information about the brand.
  3. Consideration: Here, leads become marketing qualified leads and are viewed as prospective customers. Marketers can target them with more details about the brand’s products or services through email marketing.
  4. Intent: The marketer will only proceed to the intent stage if the prospective customers demonstrate that they’re interested in buying the brand’s products. This can happen through a survey or when items are put in the car present on the eCommerce website.
  5. Evaluation: In this stage, prospective buyers make their final decision about whether to purchase the brand’s products/services or not. The marketing team will try to convince the buyer the brand’s products are the best choice.
  6. Purchase: This is the last stage of the journey. The buyer proceeds to make a purchase from the brand.

The Customer Experience Funnel

Customer experience funnel advertising describes the moment when a business considers the different states customers go through before buying their products when designing their marketing campaigns. The insights obtained are used to come up with the correct advertising strategy to appeal to the correct customer at the correct time.

The customer experience funnel consists of 3 layers: awareness, consideration, and conversion.

First layer: Awareness

This layer consists of consumers that have not interacted with the brand before, hence they are not familiar with the brand’s products. As such, a brand will try to capture their attention to establish awareness for itself and its products to the consumers. The brand can choose to target consumers with advertising or field demonstrations among other marketing options.

Second layer: Consideration

This stage consists of consumers who have passed the Awareness stage – they have already transacted with the business or they’ve been informed of the existence of the brand and its products through advertising. Hence, a brand will try to nurture and remarket itself to them to convince them that its products or services are still the best choice in the market. Unlike awareness advertising which mainly occurs in the form of social media marketing, Second Layer marketing occurs in the form of paid search, search engine marketing, and email marketing.

Third layer: Conversion

This stage consists of consumers who have been exposed to a brand and its products more several times and are ready to make a purchase. At this stage, consumers have a “want” and they are starting to consider a brand’s products or services as a potential solution. They are yet to make up their minds on the specific product or service to buy. They may start researching online before deciding. The brand can employ the right remarketing strategies to convince them to settle for its products.


The Online and Offline Methods of Marketing

Digital marketing

Digital marketing, in its broadest definition, is a collection of strategies used for marketing products and services using an array of digital technologies including the internet and mobile phone apps as well. Now, with the integration of the internet and smartphones, digital marketing has become one of the most affordable, effective, and most sought after form of marketing.

SEO: Search Engine Optimization

SEO is a collection of strategies that are aimed at increasing the quantity and quality of website traffic. This traffic is obtained by increasing the overall visibility of a web page or website to visitors who use a specific web search engine. The main feature of SEO is its unpaid results (often referred to as “organic” or “natural” results). It is highly particular; you can target specific kinds of searches: video search, image search, news search, industry-specific search, academic search and so on.

SEM: Search Engine Marketing

Unlike SEO, Search Engine Marketing is a marketing practice that employs paid adverts rather than organic or unpaid results. As a marketer, you will pay the owners of a search engine to your add to appear in the results returned by the search engine (SERPs). The marketer is required to bid on a given range of keywords that a user is more likely to type in the search engine when searching for certain products or services.

SEM: Social Media Marketing

SEM is a practice of using social networks (Weibo, WeChat, Facebook, Instagram, YouTube, Twitter, etc.) to connect with your brand’s audience and create awareness, generate traffic, and increase sales.

The success of SEM is determined by the quality of the content shared by the brand and whether it is useful to the audience or not. SEM is an invaluable marketing tool to any business present in Hong Kong because, as much as 85% of Hong Kong citizens have a presence on Facebook (the most popular social network in the territory), while 83% of them are on YouTube (the second most popular social network in the territory).

Influencer marketing

Influencer marketer is regarded as part of SEM in some avenues. Whether it should be considered to be a distinct filed or part of SEM, it entails capitalizing on product mentions and endorsements from influential social media figures (referred to as Influencers) who commands a huge following.

Content marketing

Content marketing is the practice of marketing your brand’s products and services through creating and sharing an array of online material (including blog posts, videos, tutorials, social media posts, and ebooks).

Think of it as a subtle way of creating brand awareness; you don’t explicitly promote the brand but rather stimulate interest in it. The success of social marketing is extremely reliant on the quality of the content and how useful it is to the audience. The more potential clients consider it to be useful to them, the more they will be aware of what your brand is offering.

Video marketing

Video marketing entails integrating engaging videos into the marketing campaigns. Since a picture is worth a thousand words, a video could be worth more. Video marketing can entail pretty anything a brand would want to present to the audience in the form of visuals. It can entail how-to videos, customer testimonials, viral entertainment content, customer testimonials, etc.

Email marketing

Email marketing, at its basic level, is the use of customer emails to market your business. A business normally keeps an email list of many customers who have consented to receive marketing material from the business. Once in a while, the business would send marketing content and deals to the emailing list and track the engagement. Some sections of the digital marketing world think email marketing is dead, but that’s debatable.

Offline methods of marketing

As its name implies, offline marketing has been defined as promotions or advertisements that are published on media channels outside of the internet. Offline marketing is effective in attaining the attention of potential customers who are in the general area of your business, and directing them to you!

Broadcast advertising

Broadcast advertising is the practice of a brand informing the audience about its products and services by airing relevant adverts on radio or TV. Today, TV channels and radio stations almost entirely depend on broadcast advertising for revenues, even as more businesses shift to digital marketing because of its effectiveness.

Print advertising

Print advertising is a type of offline advertising that employs physically printed media, such as newspapers and magazines, to reach clients and prospective clients.  More and more advertisers are ditching print media in favour of digital media solutions that can be used to target the same audience, such solutions as banner ads, social media marketing, and mobile advertising. Of all offline marketing methods, print advertising has declined the most. Many publications are moving online to offer e-prints of their magazines and newspapers because most of their readers would rather obtain the online than have to show up in a physical store to buy them.

Outdoor advertising

Outdoor advertising is the practice of advertising a brand or its products and services to consumers when they’re outside their homes. This form of advertising can take several forms including billboard advertising, transit advertising, street furniture, banners on supermarket carts and sporting arenas – pretty anywhere the consumer would be caught walking. Outdoor advertising is highly effective if the marketer intends to target inhabitants of a small locality.

Here is a video about offline and online marketing to help you understand the two better.

Source: Life Media UK


Adopting a Multi-channel vs. Omni-channel Approach to Marketing

Multi-Channel Marketing

Multichannel marketing describes the ability of a brand to interact with prospective clients on multiple platforms. The channel might be a promotional event, a retail location, print ad, and so on.

Benefits of Multi-channel Marketing

  • Mimics the behaviour of the consumers and empowers the brand to personalize its efforts
  • Focuses on the whole funnel and assists marketers in adjusting to modern’s fragmented customer journeys
  • Leverages the existing algorithms to boost ROI
  • Assists the brand in unifying its message; consumers want consistency

Cons of Multi-channel Marketing

  • Labour and material costs are high; the brand has its hands on many things
  • Cannibalising on sales i.e. opening a web-based store could affect the in-store experience
  • Potential channel conflict, for instance, an independent distributor competing with direct sales

Omni-channel Marketing

Omnichannel marketing, on another hand, describes the multichannel selling approach that offers the client a more integrated shopping experience. Hence, the client can be purchasing items online using a smartphone or desktop, or in a physical store but the whole shopping experience is seamless.

Benefits of Omni-channel Marketing

  • Better data collection & analysis: you can collect a lot of data from multiple channels through cookies, shopping carts, device IDs, mailing lists, etc. which can be analyzed and used in decision making
  • Greater synergy across multiple channels and departments
  • Better campaign designing and targeting which is a result of better customer segmentation
  • Greater brand visibility

Cons of Omni-channel Marketing

  • It is hard to keep off from channels that are of less value
  • You’re likely to neglect the offline experience if you run an online shop alongside a physical store

Growing A Business in Hong Kong with SEO, SEM & Social Media Marketing Services

Digital marketing and growth hacking go alongside each other. Growth hacking describes the practice of executing an array of strategies to foster business growth. As the digital battleground become more competitive and challenging – limited budgets, uncompromising targets, limited resources and so on – more businesses are becoming keen on growth hacking.

Lean Marketing Strategy

Lean Marketing Strategies have been defined as a process that allows a marketing strategy to build on itself in time. Through consistent and continued evaluation, companies are able to adapt and adjust their marketing strategy as and when needed.

The lean marketing strategy has become highly important in today’s competitive and diverse marketing landscape as it helps quantify many elements of the marketing process that were once seen as immeasurable. Having a lean marketing strategy is also a vital aspect of implementing a data-driven approach.

Using A Data-driven Approach

Growth hackers focus more on all types of digital marketing opportunities for an obvious reason – they are easily trackable. The greatest resource for a growth hacker is data analytics. Data analytics provides the essential key to targeting, aggregating, and refining the marketing strategy. With a data aggregating and analysing tool in place, growth hackers can begin segmenting the audience and putting offers to test.

Increase Profits Reduce Costs

A brand’s client acquisition cost and the lifetime value are two magical numbers. In growth hacking more emphasis is placed on the LTV > CAC rule whereby CAC (cost of acquisition), the cost of acquiring one user via a given channel, is less than LTV (customer lifetime value) or the potential revenue the brand stands to get from the user in the future.

Online and Offline Marketing Expenditure in Hong Kong

Online marketing

According to Statista, expenditure on digital marketing in Hong Kong is expected to hit US$770 million at the end of the year (2019). That’s about a 12 % increase from US$640 million in 2017. As digital marketing in Hong Kong continues to evolve and give rise to new channels and trends, this expenditure is only set to increase steadily in the coming years.

Offline Marketing

It’s been recorded that fewer residents of Hong Kong read newspapers nowadays. For example, as of 2018, 47.4% of residents read the newspaper, as compared to 69.3% in 2010.

Now with the introduction of streaming services such as Netflix, more people consider TV adverts to be an inconvenience. As a result, offline advertising in Hong Kong is in decline. By the end of 2019, total expenditure on offline marketing is expected to drop by as much as 25%, partly because of the protests as well.


List of Top 15 Digital Marketing Agencies In Hong Kong

1. Media One

With over 10 years of experience in the industry, MediaOne is a leading marketing agency that offers content marketing, web design and development, social media marketing, Search Engine Optimisation and PPC advertising as some of their key services.

Address: 4/F The Lee Gardens 3, 1 Sunning Rd, Causeway Bay Hong Kong

Tel: (852) 9226 4438


2. Token Workshop

Token Workshop is one of Hong Kong’s most well known full-service design and production companies with expertise in the handling of graphic design campaigns and visual arts projects.

Address: 2/F, Neng Heng Sheng House, 94 Jervois Street, Sheung Wan, Hong Kong

Tel: (852) 2833 5956


3. Swivt Technologies

Besides social media marketing and SEO optimisation services, Swvt Technologies specialises in UI/UX design, mobile app development, and web development as well.

Address: Room C 12TH Floor, 425K Queen’s Road West, Hong Kong

Tel: (852) 5739 5784


4. Colar Marketing Solution Limited

Color Marketing specialises in event marketing, and have years of experience and expertise in conceptualising, planning and executing events. From product launches and corporate parties to exhibitions, Colar is well-equipped to take your events to the next level.

Address: Unit C, Level 16, Reason Group Tower, 403-413 Castle Peak Road, Kwai Chung, Hong Kong

Tel: (852) 3524 7131


5. DigiSalad Limited

DigiSalad Limited deals in virtual reality campaigns, motion graphics (video and animations), responsive web design, mobile app and UI design, email marketing, and social media marketing.

Address: Unit A6, 33/F, TML Tower, 3 Hoi Shing Road, Tsuen Wan, Hong Kong

Tel: (852) 3103 2588]


6. Integrated Management Systems

IMS is a popular digital agency inHong Kong that provides consultation services in planning digital strategies. They’re known for their work in data analytics solutions, web development, marketing automation, and digital transformation strategies and so on.

Address: IMS 36th Floor, 41 Heung Yip Road, Wong Chuk Hang, Hong Kong

Tel: (852) 3611 0130


7. BMG – Beyond Media Global

BMG creates Full Stack Marketing campaigns that bring to life multicultural personalised experiences, which aim to drive results at every stage of the user journey. Their services include content optimisation, influencer marketing, PPC marketing and so on.

Address: 19/F, Tung Chiu Commercial Centre, 193-197 Lockhart Road, Wanchai, Hong Kong

Tel: (852) 2492 2770


8. Dragon Social

Dragon Social is a digital agency in Hong Kong that deals in content management, PR & digital media, native advertising, and influencer marketing.           In the social media marketing scene, Dragon Social works with a variety of platforms and allows clients to best target their audience through this.

Address: 7/F, WeWork, 40 Bonham Strand, Sheung Wan, Hong Kong

Tel: (852) 3480 4211


9. FirmStudio

All of FirmStudio’s services fall into three areas, marketing strategy, web technology, and creative design. Their marketing services span from digital to offline marketing as well, and work to distinguish brands and products in order to attract new customers, and remain visible in today’s dynamic market.

Address: 10/F, Kingsfield Centre,18 Shell Street, North Point, Hong Kong

Tel: (852) 3188 6988


10. First Page Digital

First Page Digital uses a customised and multi-faceted approach when it comes to planning your digital marketing strategies.

Address: Room 3503-07, 35/F, Wu Chung House, 213 Queen’s Road East, Wan Chai, Hong Kong

Tel: (852) 2356 3200


11. Digital Business Lab

Digital Business Lab is a social media agency in Hong Kong that focuses on creating engaging content for your business, so you can build meaningful and long-term relationships with your potential customers.

Address: 1501, Pacific Plaza, 410 Des Voeux Road West, Sai Wan, Hong Kong

Tel: (852) 8120 3518


12. Fimmick

Fimmick is a digital marketing company that offers its clients data-driven and integrated marketing solutions. Besides social media marketing and influencer marketing, they also deal with more niche services such as recruitment marketing and employer branding services.

Address: 1/F, Hung To Centre, 94-96 How Ming Street, Kwun Tong, Kowloon, Hong Kong

Tel: (852) 3622 5388


13. Creativeworks

With over 14 years of experience, Creativeworks is a full-service digital agency in Hong Kong that handles social media marketing, search engine optimisation, reputation management, content management, and PR & digital media.

Address: Unit 1010-1015, 10/F, Tower B, New Mandarin Plaza, Tsim Sha Tsui East, Kowloon


14. Ad One

Ad One aims to provide their clients with a one-stop solution to their digital marketing needs. While they have a  wide scope of services under their belt, Ad One is known for their China Online Marketing and China Social Media services.

Address: 10/F, The Rays, 71 Hung To Road, Kwun Tong Kowloon, Hong Kong

Tel: (852) 2372 0568


15. AdSmart

Admart is a digital agency in Hong Kong that focuses on brand enhancement through big data ad business intelligence. Their services include website and mobile app development, social media marketing, event marketing and so on.

Address: Unit 8, 30/F, New Tech Plaza, No.34 Tai Yau Street, San Po Kong, Kowloon

Tel: (852) 3998 4215

Where to Learn: Digital Marketing Training Courses in Hong Kong

Whether you prefer online or offline training, there are dozens of excellent training platforms to select from in Hong Kong. The duration varies and can sometimes depend on how free you are in a week. For instance, many online programs allow you to set up your own flexible time schedule. Here is where to learn marketing in Hong Kong.

Online Marketing Courses

General Assembly

Location: USA

Duration: 5 weeks

Language: English


The Hong Kong Polytechnic University

Location: Hong Kong

Duration: Up to 10 weeks


Offline Marketing Courses

The University of Hong Kong

World ranking: 35


Hang Seng Management University

World ranking: N/A


Hong Kong University of Science and Technology

World ranking: 47


The Hong Kong Polytechnic University

World ranking: 171


HKBU (Hong Kong Baptist University School of Business)

World ranking: N/A


Marketing Hong Kong 2020

As one of the top Far East business hubs, being close to China and being a multicultural society with a well-performing economy, Hong Kong’s digital marketing scene is unique and thriving. To stay ahead of the marketing curve in Hong Kong, you should work with a digital agency that you can trust.

Here at MediaOne, we work closely with all our clients so that we can understand your needs and put together a results-driven digital marketing strategy that will give your brand and business the competitive edge it needs!