Brand to Conversion [for Thailand Web Wednesday 15]
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It's time for Online agency move from awareness base to Transactional base or ROI marketing. Including M-Commerce growing. You can see Thailand E-Commerce data and landscape. Data and slide by Pawoot Pongvitayapanu MD and Founder Rakuten TARAD.com Thailand.
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Brand to Conversion [for Thailand Web Wednesday 15]
- 1. Pawoot Pongvitayapanu (Pom) MD and Founder Rakuten TARAD.com President of Thai E-Commerce Association TO CONVERSION
- 2. What happen in Current Online Marketing!
- 4. Purchasing Funnal! Branding & Engagement Sale and Order
- 6. * From National Statistic Office 2013 Thailand E-Commerce Value มูลค่าการซื้อขายทางออนไลน์ของประเทศไทย 2554 2555 % change Total 783,998 744,419 -5.05 B2B 291,209 282,946 -2.84 B2C 99,706 121,392 21.75 B2G 393,083 340,081 -13.48
- 7. 7 Thailand Internet Retailing Growth 0 5,000 10,000 15,000 20,000 25,000 2010 2011 2012 2013 2014 2015 2016 2017 Internet Retailing Internet Retailing Unit:THB million Source : Euro Monitor * Million 2010 2011 2012 2013 2014 2015 2016 2017 Internet Retailing (THB) 12,848 14,326 15,472 16,555 17,548 18,426 19,163 20,120 Internet Retailing (USD) 428 478 516 552 585 614 639 671
- 8. Rakuten TARAD.com Info • Total Merchant 269,139 • Tuested Merchant 2,500 • Product Items 4,303,521
- 9. Payment channel credit-‐card 45% bill-‐payment 27% counter-‐ service 9% paypal 6% ktc-‐flexi 5% paysbuy 3% bank-‐transfer 2% ciVbank 1% mpay 1% Payment by Volume Credit Card payment have 45% , the biggest payment channel The Largest Payment Channel
- 11. Customer Demographic 3% 24% 45% 19% 9% 18-21 22-30 31-40 41-50 51 up 2012-Q113 Sale Sharing by Age 2% 27% 46% 18% 7% 18-21 22-30 31-40 41-50 51 up Half Year 13 Member Age Revenue share : Half Year 13 Ø Super Sale Campaign brought main target aged 31-40 and 22-30 sales increasing Ø Aged 41 up share 27% sales volume in 2013 compare to 19% in 2011 4% 34% 43% 14% 4% 1% 19 -‐ 21 22 -‐ 30 31 -‐ 40 41 -‐ 50 51 -‐ 60 61 up 2010-2011
- 12. 44% 23% 10% 9% 7% 5% 2% 2010-2011 33% 31% 9% 9% 8% 7% 3% Customer Geographic Area Revenue share Ø Up Country, apart from BKK and Central Area, sale continue increasing and sharing 39% Ø BKK sale sharing now set to 2nd Rank Ø If exclude BKK, up country share 78% Sale 2012-13 Sale Sharing by Area ภาคกลาง 39% กรุงเทพ 22% ภาคใต้ 10% ภาคตะวัน ออก 9% ภาคอีสาน 9% ภาคเหนือ 8% ภาคตะวันตก 3% ภาคกลาง กรุงเทพ ภาคใต้ ภาคตะวันออก ภาคอีสาน ภาคเหนือ ภาคตะวันตก 1st Half 2013
- 14. Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Summary Total Sale volume in TARAD.com between Y12 -‐ Y14 Y 2012 Y 2013 Sale growth + 668% Total Sale is conVnuously increasing quarter by quarter unVl Q1 YoY +206% , Growth 668% from Y12 unVl 1st Quarter 2014
- 15. PC Version 50% MB Version 50% Sale volume separated by device at Q1,Y14 PC Version 47% MB Version 53% Traffic shared by device at Q1, Y14 Smartphone 73% Tablet 27% Smartphone 73% Tablet 27% MB version 1st Ranked 2nd Ranked 3rd Ranked 4th Ranked 5th Ranked TOP Sale Category Clothing & Fashion 30% Telecom 16% Food & Health 15% Watches & Jewelry 11% Camera 7% Showing Sale and Traffic of MB version is mostly came from Smartphone (73%) with cloth&fashion catg. 30% as top cat.
- 16. 16 0% 2% 4% 6% 8% 10% 12% PC Mobile PC and Mobile Shopping Time! GMS trend by hour § 1st Time : Morning time 0:00 – 9:00 น." § 2nd Time : Lunch Time" § 3rd Time : After office hours" 3 mobile shopping in a day" Hourly trend of PC and MB purchase 1st Timing! 0.00 – 9:00 น." 2nd Time ! 12.00 น." 3rd Timing! 18:00 - 22.00 น."
- 17. Launched TARAD on Mobile + MRT support media TARAD on Mobile Defind mobile version : is a smartphone with the <= 7 " mobile screen. Defind PC version : is PC + iPad + device since 7" to 9" screen.
- 19. TARAD Line Marketing : Increase Sale" Result : 1,372 order within 3 hours TARAD Line TARAD m-‐Commerce (Mobile Site)
- 24. ลักษณะการทำงานของ Facebook Custom Audience! 20,000 email list 12,000 FB user
- 25. หน้าบริหารผู้ชม (Audiences)" https://www.facebook.com/ads/manage/audiences.php Lookalike Audience
- 26. กรณีศึกษาของ TARAD.com! Best Practice for Custom Audience" 300,000 E-Mail Matched 200,000 Facebook Result Cost = 7,650 Visit = 6,844 Order = 47 GMS = 270,163
- 27. Order CVR Cost/Sale CPC 788 4.17% 12.73% 5.08 Order CVR Cost/Sale CPC 464 2.82% 22.9% 7.46 Facebook Advertising Performance Engagement Ad brought High CVR, low Cost/GMS
- 28. Twitter Advertising for E-Commerce
- 32. Tracking All Traffic to Our Site"
- 33. Platform 30%, ! Marketing 40%, ! Operation 30%!
- 34. Omnichannel :Customer Experience across online and offline
- 35. Offline Media"Tie-in Online sale channel and drive people to buy it now.
- 38. Purchasing Funnal! Branding & Engagement Sale and Order
- 39. Summary and Keys Take Away" • Internet User in Thailand more than 31 million user" • Mobile Commerce will become majority within 3 years" • Social Media and Big Data will be Key for E-Commerce" • Brand Awareness not Enough" • Please Support Thailand by BUY Thai product from Online Channel.! " • Don’t know where to start.! Please try www.TARAD.com "
- 40. Kob Kun Kub (Thank You) Pawoot (Pom) Pongvitayapanu Managing Director and Founder E-Mail : pawoot@tarad.com • Twitter.com/pawoot : " • Facebook.com/pawoot" • Instagram.com/pawoot "