Yahoo! Presentation Template

The Unified Experience:
Beyond the Checkout Cart
Ta n i a L a u | D i r e c t o r o f M a r k e t i n g , Ya h o o H o n g K o n g | M a y 2 0 , 2 0 1 5
#Consumers’ 3 biggest fears nowadays
#Significance of digital in our personal lives
source: iab future trends
#Internet is the most influential medium on
purchase decision
39%
think
18%
think
Internet is the best medium
to help them decide what to buy
TV is the best medium
to help them decide what to buy
10%
think
Mobile is the best medium
to help them decide what to buy
think
8%
Newspaper is the best medium
to help them decide what to buy
Source: Ipsos Media Atlas 13’Q1-Q4; Best describe medium – Help you decide what to buy
Yahoo 2014 Confidential & Proprietary.
Yahoo HK eCommerce Purple Paper 2014
#90% have researched a product/service on smartphone
『電子商貿
紫皮書』數
據顯示：
66%
網購人口有用手機逛購物網站或APP的習慣
64.1% 手機購物族每星期用手機逛購物網站超過一次
十大最受「手機購物族」歡迎的網上購物購物網站十大
#Mobile shopping prevails from 2000-0300
Mobile
Shopping
8:00 – 11:00pm
Source: Yahoo x Mindshare Mobile Behavior Study 2013
6:00 – 9:00am
#Mobile shoppers are more affluent aged 25 to 44
Age
All
Female
Male
15-24
54%
46%
25-34
Mobile Shoppers
20%
17%
26%
29%
28%
35-44
45-54
40%
+12%
21%
26%
PMEB (professionals, managerial, entrepreneurs,
business owners)
MHI @$44,700
Higher monthly household income than average
respondents
Source: Yahoo HK Ecommerce Landscape Report 2014, Age 15-54; Samples 3,198
33%
#F&B and fashion topped mobile shopping
• Clothes
Dining Offers
Cosmetics
• Accessories
• Shoes & Bags
Entertainment Services
Source: Yahoo HK Ecommerce Landscape Report 2014, Age 15-54; Samples 3,198
Household Products
#reasons for mobile shopping
Source: Yahoo HK Ecommerce Landscape Report 2014, Age 15-54; Samples 3,198
#A typical consumer journey nowadays
Check out
deals @
agent
Bought
limited
airtix
offer
online
Compare
deals
on/offline
Chose to
redeem @
agent
Receive
further
travel offer
update via
eDM
Seek views
on social
Check
reviews on
forum /
blog
Search
online for
airtix deal
& related
info
Start
Finish
Automatic
email and
in-app
notification
sent
Deals site
rewarded
her with
discount
code
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#Purchase journeys can be extremely complex –
a multi-path experience in an omni-channel
environment
SOURCE: Digital log-file data n=201 INFORMATION: All edges (lines linking nodes) are proportional to the volume of journeys made between these nodes.
#Understand online and offline roles –
each piece of the consumer’s experience should be
consistent and complementary
Reach% of on- and online touchpoints
Search Engine (Travel Related)
91%
Word of Mouth
91%
Online Travel Agent Website / App
75%
Airline Website / App
69%
Travel Advisor Website /App
68%
Print Media (Ad, Article)
56%
Review, Forum, Blogs (Travel…
56%
Destination Website /App
49%
Store visit
47%
Social media_Facebook (Travel…
38%
TV & Radio (Ad, Program)
Travel Metasearch Website / App
Reach of online touchpoints Desktop & Mobile (measured)
35%
20%
N=322 Online Panel Behavior Tracking | N=191 Diary survey offline touchpoint users (weighted)
Reach of offline touchpoints
(claimed in surveys)
Yahoo delivers
a better way
Amplify campaigns with precise
targeting, data, and reach
AUDIENCE
The only unified solution and advertising
experience to close the loop in one place
ECOMMERCE
PREMIUM
Deliver strong results from brand
awareness to sales conversion
Seamlessly
integrate ads
NATIVE
SEARCH
with Yahoo
Connect with hundreds of millions of
searchers across devices
content
VIDEO
Align your brand with leading
content properties, and events
Yahoo 2014 Confidential & Proprietary.
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#Consumers are seeking ubiquity – an
omni-channel experience
Cross Media & Multi-platform Digital Experience Influence the Journey
Awareness
Marketing
Note: AIDA Model
Consideration
Engagement
Purchase
Conversion
Redemption
Fulfillment
Loyalty
CRM
#Fast facts of Yahoo Shopping
4th anniversary for Yahoo Deals in June 2015
#1 Daily Deals platform in PV, UU
35%+ transactions from Mobile, higher on weekends
Top categories are F&B, travel, beauty and appliances
comScore Sept 14’
30 Audi A1 in 1 week - 2012
160,000 Mochi Sweets vouchers in 1 week - 2012
30,000 Ocean Park tickets in 2 weeks - 2013
100,000 Taipan cash vouchers in 2 weeks - 2013
65,000 hand-shredded chicken vouchers in 2 weeks 2013
3,333 air tickets to Taipei in 10 mins - 2014
Yahoo Hong Kong
brings it together –
Winning Cases
#Media x Content x Commerce
#Yahoo 15 For Here We Dare Creativity Project
15 Golden Creative Week – Kickstarter Fund
 Local buzz illustrators,
designers and brands put
their concept product for sale
on Yahoo Deals
 Total 15 conceptual products
on sale
Driving
O2O
#Ongoing effort to deliver better ROI
Leverage Yahoo unified solution to maximize prospect reach, drive scale and achieve cost efficiency
Traditional Marketing Campaign
AXP Internal
Unified Digital Solution
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Amazing things happen when
everything works together.
Yahoo brings it together.
Thank You.
© 2014 Yahoo. Confidential & Proprietary. Do not share or distribute.
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