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.
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.
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.
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.
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.
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 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.
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.
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 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 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:
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.
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.
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:
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.
Familiarity with the brand and company
Lower cost point
High-priority for everyone involved
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.
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
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
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
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
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
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
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
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
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
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
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
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
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.