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TAM
December 04, 2018
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TAM×Facebook×antenna
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December 04, 2018
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Transcript
2 • 207 &#&;5 • $ $( &%
• -3 "(#&98'/4 .:6*,1 • $ × ! && (&.+)
3 ! " DIDITAL MARKETING#
Qner^{(/109'?4) "c `pf"g/@+14%3?.<?#jW "AF~A ;@-@:@(HW#EkG "ATy! TOP OF
FUNNEL (AWARENESS) MIDDLE OF FUNNEL (CONSIDERATION) BOTTOM OF FUNNEL (CONVERSION) nermz#D vJ#s"c lh}#ner| }R 8=?5xK] USP(iuV)ZM(,?3?2)#qoS w 8=?5xK# \ "[J#] "AUc #dP "NZMXy"g8=?5([J)×xK(bt) #LK C"IaBr _O#S "A[Yd P#D 7>7$6>:@*3&?) 4
DIGITAL MARKETING 5
A B C
TARGETING + DATA 6 ?JO7? NI5L M”LB”H>< :I #&*$!8;#.
#&*8;;K-04/G .'+%#CDE@3 (..",),1=2*$ +6A2 F9 .",
TARGETING + DATA Instagram Search engine Word of Mouth /
Reviews Twitter Native Ads News App Facebook Curated Media Web Media LINE E-Mail Musicaly Live streaming App 7>$>+<%8<BMC 7>$>+<%8<(QJ)UN09*-/!>4 (*)1 <-BM SNS,&(;5,.6>'0:OFL7>$>QJGE AD?#36.">%8<QJSH @ FL7>$>RP=KIQJSH/!>2 *-AT 7
TARGETING + DATA "# -0+ 1*).2) $/ '(& $
, %!$1& 3 A "# B "# C "# A
TARGETING + DATA 9 ”4#9.”! "*(&' -:$ !! !
2)! #/53 FB/IG+1 ! %0 ! Canvas;6 8",7
PERSONALIZED COMMUNICATION 08).6(8$57 48#8Q=WI"13/!8$57QBHPM ,8* ;E 9K@' 27-A <FL"13/!8$57, #7S
: 9 JVG,8* ?C UT DR NY 908).6&> "13/!8$57X O 10 BRAND 2+'8%A 2+'8%B 2+'8%C 2+'8%D
DIGITAL MARKETING +%-, 11 ;7 -, -16 '-A '-B '-C
$-"*-), <-, ',!5 / =>:. 9A:@0&(#-),?”8423”/
12 ABOUT TAM !"# !# !# ! #
13 W NORTH AMERICA EUROPE ASIA W
14 ?/>' 72(< TAM TAMKO&#&& B+ 6 2015072(<TAM1,&$& % C.)@53:-$
$& % A4 ;8= &!% % "%% A9*
PROBLEM P 0N> !$ #"#Awareness(JB).?"# Purchase(O7-)FG 'E:%) 51 A@KPI&=C<D6I
$451 TOFUBOFU(+(;8LH)'E* 2/K,9M3 15
PROBLEM 16 b[ _M Sa c6 KPI KPI +-/'.*& K>Ld.*&
CPC CTR CPA ROAS QHiI TVhB: ,0!08<ZY .#%/K>.$0 %/K>3^N2A5Y FCPAROAS KPIeV XWHB P]O g`?d47R \=D9JCE: 1U)"(#Gf;@
PROBLEM 17 SR'7# COMPETITOR ;IQN'7# A B C ×
"/5(@ ,25)!%$ T 3&, C B A COMPANY #7%(KP69EDU3 &,+3757 V8 B C A TVCM A>B< C? .0*715 OM .0*715'7#' #4W= J#%$-5( :FLGH
OUR APPROACH < 72 #% %$"(:)+"1 KPI9-& %$"('0;* 3
/6 4,($%!$)98.5 18
COMBINATION FACEBOOK MESSENGER BOT • BM+7'L*tZ"FM/M8M3(eo i)$\m"P " •
-CE;+M0GL$_{FM/MFacebook ID$ \m"P " • NiR$Plh` R -CE;+M0GL ]" ANTENNA • ^=%<J-CE;+M0GLB54-L7L 6s ] • -L7L6xFM/MYK*8M3$b oi¢)7.I$uy"P ] • -L7L6xFM/Mg>HL:I=9 ~$W} ] 19 FACEBOOK / INSTAGRAM AD • |n3M,7'L ]!FM/MX FM/M8M3$\mvj"P ] • =J=%<JBM+7'L*$bh`Uw (h`rI=9>HL:I=9~) • qc[$ #"Facebookzd -CE; 7'M ks #"InstagramO-CE;+M0GL" P ] CUSTOMER DATA PLATFORM • ¡fID@M28M3$354A(L9mFM /M8M3Q "P ] • Facebook ID$8M3V"PFacebookh`- CE;+M0GL Svj$Pap$T IM4$2+MJ "P " • 8M3$813JDM+7'L* "&5? 8M9 "
HOW WE WILL ACCOMPLISH THIS
USP OF FACEBOOK AD 21 ^FKPI LW;N?('/8K R] PKPITJ
“U\”+% TVCM[E H9OX _<G@Vaa5DB (/('/)1$0 ?('/M`= *,&1" .0Z+&,1KPI7 6A2G@C4 -1!1Z<>IY: -1!1PZ<>I > I%1#)1$0Q<S 3
FACEBOOK AD COMMUNICATION DESIGN ''9F C/&J5A6 B?I2 #% -=+<''7, CanvasKE''7,
109F''7, !%H> -=+<: L)84( % '%'') "' ! D0 $ -=+<''(@:;) %%KE'' D09F'' • $' %-= • GIF-= • TVCM-= • Messenger BOT • Canvas%% • 3.G(%% • D0=* • Messenger BOT • 9FD0#% 22
FACEBOOK AD KPI SETTING i r J • Q|K{SI(3GC)
3GCQ|K{;B(BQ&8:3$B)<@ 7B"m yf F • cWh>51 cWkecWh ;B(BPU\ FBOFU")<@a > ")<@zVCr!@*@kp^R F • Canvas4:BzAo Canvas&@/@.EzDv[ou FXAg i~} & @/@.,B%-15-1 Mn F • = @0@#6B*4:Bz Antenna]Hi &@/@.kzsjl wb">-" `&@/@.O I • ">-"z &@/@.k ' 1q ;B(B+#9@1 KNL TKt • ROASACPA ' 1qex_ZYk e ;B(B?&9@2 d >,B%/@# 23
ATTRIBUTION MODEL 24 $*
'&”(”! # )% '&”"” )%
ATTRIBUTION MODEL 25 HS ).4%1).4/3-$2 LK”3#3"Q ”7).4/
3 %1).4/3RJ 1!%1).4/3-$2 LK”1!B”1!/3 %1).4/3RJ %1).4/3?U@<:G>6AJ “( %*(2W;C:GJ” Facebook@<%1).4/3 1day Y P;MP,.'4/3P BOFU/3T9 7day YHSIXO=NEPMOFU/3T9 28dayY+03&DV8IXFIX,.'4/3P5TOFU/3T9
CASE STUDY
27 CASE STUDY>? 97, Top Of Funnel 3+
◯ %#0/ ◯ 61& *54FB/IG ;)'(3%) <*54:$= ◯ KPI 32!. -" %#(8 -" / ¥2 %#(8 / 25%
28 CASE STUDY*+ )( Middle Of Funnel
% ◯ #" ◯ 3$!'& ◯ KPI Canvas / 26$ / 91%
29 CASE STUDY'( %$ Bottom Of Funnel
◯ ◯ ! Canvas&" # ◯ KPI ROAS ROAS / 2,951%
0% 500% 1000% 1500% 2000% 2500% 7 8 9 10
11 12 1 ROAS 30 BOFU )/#)%4+-KPI* " CASE STUDY56 20, ROAS(.$!'143&
31 CASE STUDY-. ,+& KPI#!*
% ) BOFU("$' $
32 18.3% 26.0% 0 0.05 0.1 0.15 0.2 0.25 0.3
0% 500% 1000% 1500% 2000% 2500% 7 8 9 10 11 12 1 ROAS IG Stories Video Ad <' CASE STUDY>?! $ "971 %& ROAS02*(/8=:. !"# $";-+ 54 )3 "BOFUKPI,6
CASE STUDYCDFOSSIL Japan 1 ( SKAGEN ) 33 TOFU651-; %+"20=9/
#4 9/ 9/ ◯ (&65 ◯ • • View Contents@,*(3%) A .<:?'B ◯ (&65 ◯ • >7) • View Contents@,*(3%) A .<:?'B CPC / ¥34 #438!3$ / ¥3
34 !#% '&" 0.00 1.00 2.00 3.00 4.00 5.00
6.00 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 23.5 !#% CASE STUDY()FOSSIL Japan$ ( SKAGEN )
35 9.1% 15.2% 23.7% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
¥0 ¥2,000 ¥4,000 ¥6,000 ¥8,000 ¥10,000 ¥12,000 ¥14,000 10 11 12 1 2 CPA CPA CASE STUDYFOSSIL Japan ( SKAGEN ) Facebook
36 CASE STUDY-FOSSIL Japan% ( SKAGEN ) antenna* &'
* #)(! " +$,KPI
3 7 CASE STUDYFOSSIL Japan ( SKAGEN ) AD AD
AD LP LP LP
38 CASE STUDY7FOSSIL Japan) ( SKAGEN ) 0&/-"3,+ !4 &/-2*6%#
0&/- 6%# LP(1$5. LP'(1 Pen antenna* GINZA
39 CASE STUDY#FOSSIL Japan ( SKAGEN ) "
CTR / 4.09% CTR / 3.08% CTR / 3.54% CTR / 3.44% ! CTR / 1.04%
40 CASE STUDYKFOSSIL Japan: ( SKAGEN ) &( "((4/G8JKPI $&E>2'042'F)=,?;
<1TOFU KPI C1.@ B*6A"((- 6A&&9D* "(( 3H57 "((3H+/( !(#& %I1
CUSTOMER DETA PLATFORM 41 '" Facebook ID CDP
$ ✖ AD AD '" (& # % ① % ② % ③ KPI ◯ × ◎ + Facebook ID : 1234 * △△ *! )*25