CASE STUDY 360 IHERB TARGET MARKETING WITH BIG DATA CREATION OF MARKETING NETWORK
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
CASE STUDY
360×IHERB：TARGET MARKETING WITH BIG DATA
CREATION OF MARKETING NETWORK
Agenda
Background
Strategies
Performance
Client Comment
Copyright© 2018 QS Search Limited. All rights reserved.
Background
Founded in 1996, iHerb is the vitamin and supplement E-commerce in USA. iHerb offers natural health products with high price-performance value to over 150 countries around the globe. Hypericum perforatum (St. John‘s wort) is one of the initial key products of the Company. The authentic products with direct shipping services are highly valued in the market. As of now, iHerb is selling over 1,200 brands and 35,000 brand products on its platform and enhancing the overall online shopping experience. Copyright© 2018 QS Search Limited. All rights reserved.
Industry Insight: Trend
Overseas E-commerce Blooms – The Rise of Cross Border Transactions and User Scale in China
China Cross Boarder Transactions in 2013-2018
(trillion)
10 8.8
7.5
8 6.3 Seeing the integration of Internet technology and
5.1
6
3.8 consumption structure, overseas E-commerce
4 2.9
alters the traditional transaction concept and
2
brings on revolution in the trading industry.
0
2013 2014 2015 2016 2017e 2018e
While young spending group with high income
Chinese Users in Overseas E-commerce in 2014-2018
(hundred million people)
and academic background is the major force of
0.8 0.74 overseas e-commerce transactions, the overseas
0.58 transactions and users scale are rapidly growing.
0.6
0.41
0.4
0.23
0.15
0.2
0
2014 2015 2016 2017e 2018e
Copyright© 2018 QS Search Limited. All rights reserved. Source: General Administration of Customs People’s Republic of China, iiMedia Research, Nielsen, Xinhua
Industry Insight: Challenge
Fierce Competition among Overseas E-commerce in China
Cross border E-commerce retail import like Tmall.com,
VIP.com launched. The overseas retailers like ASOS and
Net-a-Porter gradually step into the China market. The
competition of overseas E-commerce is heating up.
The top agenda of iHerb is to gain more income and
tackle the keen competition within the industry.
Copyright© 2018 QS Search Limited. All rights reserved. Sources: Euromonitor, Kantar, Roland Berger
Industry Insight: Opportunity
Focus on Horizontal Health Products and
Identify Chinese High-end Consumers’ Potential Cross Border Consumption
China Health Supplement Market Scale
in 2012-2020
(hundred million yuan) 1,812
2000
1,346 Since the integrated E-commerce structure has been more
1,216
1500 1,093 mature, horizontal development is a turning for E-
972
1000
840 commerce. Health supplement market scale in China is
expanding. To equip the Company for this opportunity,
500
iHerb has refined the supply chain system, built content
0 community, enhanced O2O user experience and improved
2012 2013 2014 2015 2016e 2020e
aftersales experience.
Vitamin Supplement Weight Control Sport Nuitrition
Overall Review on Local and Overseas Health
Supplement of Chinese consumers
Also, the Company took a smart step – joint hands with 360.
By applying digital marketing strategies, it polished the
9%
28% brand image and identified China high-end users’ cross
boarder purchasing power which ultimately stimulated
41% marketing conversion.
22%
Not Effective Avereage
Better (Overseas Product) Better (Local Products)
Copyright© 2018 QS Search Limited. All rights reserved. Sources：Euromonitor, Kantar, Roland Berger
Objectives
◼ Improve brand exposure and reputation through online promotion
◼ Stand out in a crowd of other overseas E-commerce competitors with the notable
brand image in the horizontal domain
◼ Identify potential consumption and demand by covering target audiences accurately
◼ Optimize conversion rate by investing marketing budget
Copyright© 2018 QS Search Limited. All rights reserved.
Strategies
Analyze the Behavior of Audiences with Big Data Tool
To support the groundwork of marketing strategies
Build Marketing Network with “Search + Display + Mobile”
To integrate cross devices sources, target different marketing situations, build investment plan
360 DMP Audience Segmentation and Management
To locate the right audience with the aid of advertisements
Copyright© 2018 QS Search Limited. All rights reserved.360 ShangYi analyzes target audience profile
Understand target audiences’ characteristics and choose the right type of advertisements
With Big Data, iHerb’s target audience personalities are shown as:
i)Mostly gather in 1st and 2nd tier cities ii)Aged between 25-34 iii)Higher educational background
iv)Middle purchasing power iiv)Equal ratio of male and female
Gender Educational Background Age Purchasing Power Geographic Allocation
PC Device
＜19 19-24 25-34 35-49 ≥50 低 较低 中 较高 高
Middle High School Bachelor's Master's
School or Degree Degree Degree or
below above
Mobile Device
＜19 19-24 25-34 35-49 ≥50 低 较低 中 较高 高
Middle High School Bachelor's Master's
School or Degree Degree Degree or
Male below above
Female
Copyright© 2018 QS Search Limited. All rights reserved.Build Marketing Network with “Search + Display + Mobile”
Achieve effective marketing by integrating project objectives, target audiences’ profile and
clients’ demand with right products
Keyword Ads “FengWu”
360 Directory 360 Mobile Assistant(CPC) Brand Express
News Feed Ads
Strong Brand Exposure Correlate with the Mobile Search Result Gather Flow, Raise Conversion
Encourage Download
Promote the image of “Cost-effective” Boost mobile dearch Focus potential group
Generate the demand of Satisfy the mobile shopping behavior of Build brand exposure
middle purchasing power group the group aged between 19 - 34 Achieve effective marketing
Copyright© 2018 QS Search Limited. All rights reserved.Place your screenshot here
Strong Brand Exposure
360 Directory
Home Page Exposure
Attract Flow
Impactful Presentation
Outstand Brand Image by Creative Text
Copyright© 2018 QS Search Limited. All rights reserved.Place your screenshot here
Correlate with the Mobile Search Result
Encourage Download
360 Mobile Assistant
Appears when users search
product keyword
Strengthen brand recognition
Improve the conversion
Copyright© 2018 QS Search Limited. All rights reserved.Build Brand Exposure
News Feed Ads
Multi-picture Format
Rich Display Impact
Relate with News Content
Create News Feed Ads Impression
Copyright© 2018 QS Search Limited. All rights reserved.Gather Flow, Raise Conversion
Keyword Ads “FengWu”
Brand Terms + Product Terms + Common Terms
Display Multiple Results
Associate with Users’ Search Inquiry
Minimize the Transformation Path
Stimulate CTR of Ads
Copyright© 2018 QS Search Limited. All rights reserved.Generate Flow, Reinforce Brand Exposure
Brand Express
Left top on the first page of search results
Triggered by Brand Terms
Users are more familiar with the brand and
product campaign, which maximize the
marketing effectiveness.
Copyright© 2018 QS Search Limited. All rights reserved.360 DMP Audience Segmentation and Management
Adopt customized marketing promotion strategies to specific group and
maximize the marketing impact
• URL group：Group who visited iHerb website
360 products cover 98% of Chinese
netizens. With the principle of • Keyword Search Group：Group who searched
protecting users’ privacy, 360 Re-targeting related keywords
understands the users’ behavior and
identifies the characteristics of
• Application promotion re-targeting Group：
target group from PC and mobile Group who interacted in mobile applications
devices.
360 DMP provides filters like users’ • Group Basic Profile (Gender, Age, Academic
behavior and interest. They support
Background, Purchasing Power)
customized marketing promotion Specific Group
strategies for specific group to • Group Interest Characteristics (Shopping
achieve marketing effectiveness. Interest, Mobile Application Interest)
Copyright© 2018 QS Search Limited. All rights reserved.Performance
＞100,000,000 ＞90%
Over Hundred Billion Times of Display Brand Express Average CTR over 90%
Great Improvement of Brand Exposure Impressive Conversion
＞100% RMB 0.8
Keyword Ads “FengWu”
Cost of Average Click less than RMB $1
CTR is raised over 100% within
Effective Cost Controlling
Promotion Period
Outstanding Conversion Result
Copyright© 2018 QS Search Limited. All rights reserved. Data Range: Jan 2017 to May 2017Client Comment
“
With its diverse number of ad products 360/so.com
has been a valuable channel for iHerb in reaching
Chinese consumers, and we look forward to
continuing our investment knowing we have a
responsive partner providing great service.
Neil Folgate
VP, Digital MarketingTHANK YOU Contact Us enquiry@qs-search.com (852) 3468 6688
You can also read
