Brief for this project - Case 2: Trend Micro

4. Case Studies

4.3. Case 2: Trend Micro

4.3.2. Brief for this project

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45 created.

 The difficulties are:

a) Most IT professionals would just recognize Trend Micro as an anti-virus internet solution provider and no so connected with “cloud security”.

b) No ideas how to reach these IT professionals with limited budget and deep communication.

4.3.2. Brief for this project

 Objective: Position Trend Micro as No.1 in Cloud Security in Asia.

 Corporate Tagline: Securing Your Journey to the Cloud

 Approach: Separate communication for consumers & business users (including channel partners)

 Geographic coverage: Asia Pacific, including Australia & New Zealand

 Main communication channel: Cloud Security Portal - http://cloudsecurity-apac.trendmicro.com

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Figure 16: Trend Micro Cloud Security Portal

 Positioning

a) Portal for all cloud security information b) Establish and grow users’ mindshare of

Trend Micro leading the way in Cloud Security

c) For Enterprise users & channel partners

 Target Audience

a) Business users b) CXO level c) IT professionals

d) IT security professionals e) Channel partners

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47 4.3.3. Ways to Create Noise

Figure 17: Ways to Create Noise for Trend Micro

To create noise and raise awareness of Trend Micro as a solution provider for Cloud Security, it was decided to attack the task from 3 angles (see Figure 17).

4.3.4. Promotion Program Requirement

 Objective:

a) Total promotion plan to increase Trend Micro APAC Cloud Security Portal awareness and site traffic

b) High search engine organic search result ranking of Trend Micro APAC Cloud Security Portal

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 Target audience: same as Cloud Security Portal target audience

 Promotion schedule: July – Sep, 2011

 Geographic focus:

a) Primary: Australia & New Zealand

b) Secondary: South East Asia, India, HK, Taiwan, China

4.3.5. Analysis & Mission Re-defined for This Promotion Program

 Owned media & earned media will be managed by Trend Micro itself to keep fill the content on its Cloud Security Portal and offer on-going online or physical seminars to IT professionals in Asia.

 Focus on bought media to reach the right audience and make use of the content Trend Micro will provide on the Cloud Security Portal.

 The difficulty for bought media is to reach IT professionals across Asia via the internet, but IT professionals have different online surfing habits and knowledge. How could these IT professionals be accurately targeted?

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49 4.3.6. Online Research for Cloud Security

Figure 18: Google Insights Results for Searching “Cloud Security”

Figure 19: Google Keyword Search Popularity Rankings for “Cloud Security”

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Findings from Google Search:

 Cloud Security has been getting more popular since 2009.

 India contributes the highest volume of search for “cloud security”. America takes 2^nd place and Australia takes 3^rd place. For Trend Micro’s promotion program, it is suggested that it should kick off from APAC, and India should be classified as a major focus area.

 “Panda” (a competitor) is famous in Europe and US but has been slow to penetrate Asia. However, Panda is certainly a major player in Cloud Security area and the key competitor to Trend Micro.

Directions after the survey:

1. Geographic focus re-defined : Australia, New Zealand & India 2. Media selection focus: IT/News media sites preferred

3. Deep co-op with major IT media site: CNET (a major IT news site that has deep connection with professionals in Australia)

Based on the directions above, Google Double Click Planner tool was used to uncover IT professionals’ preferences in the various markets.

4.3.7. Introduction for Google - Double Click Ad Planner

Formerly known as Google Ad Planner, Double Click Ad Planner is a useful tool for companies to assess where best to put their online media dollars. This free tool provides information on traffic and the visitors of websites that are potential targets for the advertiser, allowing companies to target more relevant websites.

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"The mission of Double Click Ad Planner is to provide the deepest, most accurate insight into online audiences possible. This insight helps display advertisers select the best sites for their media plans and drive results for their campaigns."

(Double Click Advertiser Blog)

The Ad Planner helps advertisers address 3 of the main challenges in advertising online:

 Reach - finding more sites that may be relevant to the campaign

 Relevance - ensuring those sites are right for the target audience

 Insights - gaining additional information on what the audience does online

The Ad Planner tool allows the advertiser to find other relevant websites by entering information about websites associated with the target market and demographics of the audience. When used in conjunction with a Google Analytics account, the tool can provide more accurate estimates of traffic data. Using the results of the Ad Planner, advertisers can develop a better media plan that will give more insight into the websites their audience are likely to visit as well as the types of advertisements and positions that are available on those sites.

In an article released recently in the Double Click advertiser blog

(http://ezinearticles.com/?Double-Click-Ad-Planner---Review&id=4162937), it’s mentioned that the ad planner now allows advertisers to reach audiences with interests relevant to their campaigns where previously, they could only use website content to target generic interests. It also includes the top ten interests for each site listed.

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Figure 20: Google Ad Planner

Source: http://www.google.com/adplanner/

4.3.8. Understanding IT Professionals’ Preference in Different Markets

1. Australia:

 Target audience setting: Based in Australia, IT/Computer interest group.

 There are 6.1M in the target audience (around 34.8% reach of total internet users).

 Media setting: News category, entertainment/gossip type excluded.

 Australian IT users have composition index up to 240 in News category (see Table 7), meaning IT user view this category 2.4 times more than general Australian users.

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 Co-op media sites: ZDNet is IT professional focused media site in Australia with 1.4%

reach.

Table 7: Ad Planner Australia Composite Index Above 200

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Table 8: Ad Planner Australia Composite Index Between 180 and 200

In the composite index range 180-200, topic-specific news sites are the majority. CNET and Yomiuri (日本讀賣) can cover reach and concentration to reach more IT professionals.

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Table 9: International News Site in the Composite Index

International news websites only appear when the comp index is around 150, but the reach is all less than 0.5% (see

Table 9).

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Table 10: Composite Index Below 140

When the composite index is around 140, the reach rate is higher from 5% - 24% (see Table 10). For a combination of media selection, we can pick some media sites with lower composite index (around 140-150) and higher reach (from 10% -20%) and the other sites with higher composite index (above 200) and lower reach (from 0.5%-1%)

Summary of suggestions for Australia market i) Co-op programs with CNet and ZDNet:

 Focus on CNet / ZDNet International sites with Australia local sites.

 Database marketing: focus on IT group to send out invitation for Cloud Security online seminars and Cloud Security newspaper.

 Channel co-op to launch Cloud Security column on CNet and ZDNet for putting related content from Portal and attracting direct online surfers to visit Trend

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57 Micro Cloud Security Portal.

ii) Using Google Ad Network and Search to focus on News type websites (composite index 150 or above) to deliver the “Securing your journey to the cloud” brand tagline to IT professionals:

 For reach: composite focus on index 150, International news sites

 For concentration: focus on composite index 180-240, IT related news sites

Figure 21: Australian Audience Reach of News Sites

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58 2. India:

 Target audience setting: Based in India, IT/Computer interest group.

 There are 12M in the target audience (around 22.0% reach of total internet users)

 Media setting: News category, entertainment/gossip type excluded.

 Indian IT users have a composition index up to 370 in News category. The composite index of 280 or above focus on Technology/News type and most of them are based in the US. So based on this finding, we can assume Indians love to explore advanced IT/Computer knowledge and news from abroad.

 Co-op media sites: ZDNet also achieved a high composite index of 280, but it can only reach 69,000 people, around 0.6% of total reach.

Table 11: Ad Planner India Composite Index of 280 and Above

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59 Summary of suggestions for India market

 Indians preferred to obtain the most advance IT information from global IT news websites. So in order to convince Indian IT users, the best approach is not to promote the concept with Indian local IT websites, but focus on credible foreign IT websites.

From this perspective, the same approach to co-op with ZDNet and CNet, as for Australia, could apply for the India market.

 Except for ZDNet and CNet, it is also necessary to focus on international IT type websites for brand exposure.

 BBC.com and FT.com are also preferable for Indian IT professionals.

Figure 22: Indian Audience Reach of News Sites

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Figure 23: Channels for Media Exposure

Summary for Trend Micro project

Direction for media selection is generally confirmed. Now the scope, schedule and budget for the branding campaign will require some adjustment from original estimates. Once the details are finalized, negotiation can be started with CNet and ZDNet for proposing an annual media plan for further co-op, not limited only to media buying. Google Ad Network will be used to arrange ad exposure on international news sites to reach IT professionals.

Check Details of required condition

V Commitment to develop the brand / the product

under construction Having self-owned communication platforms with consumers

under construction Ecommerce and/or CRM system is available on self-owned communication platforms

V Confirmed target audience profile and description To be confirmed Clear development of KPIs (short/ mid/ long term)

To be confirmed Concrete market analysis (Scale/Competitors/Strengths/Weakness) To be confirmed Certain level of investment on digital marketing (budget, human resources,

technology support)

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4.4.1. Introduction to the Project

Background:

7-11 and Family Mart are the No.1 and No. 2 convenience stores in Taiwan. They are the major channels to sell consumer products.

Current situation:

 7-11 had built up its digital exposure and digital assets strategically over time.

 Family Mart has to catch up and also engage its consumers via internet for competing with 7-11 head to head.

The challenge:

 Family Mart has to review current digital development for both 7-11 and Family Mart every half year and get to know current digital world developments so that it can review and adjust its digital strategy and direction from time to time.

4.4.2. Review Process

1. Observation for external digital environment

 Taiwan digital environment

 Digital life in Taiwan

 Changes for digital media

2. Owned media comparison

 By InsightXplorer

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 By Google Trend

3. Bought media comparison

4.4.3. Review Results

1. Observation for external digital environment

The external environment is covered in detail in Chapter 2.

2. Owned Media Comparison

Two 3^rd party tools were used for the data analysis. One is Insighxplorer, which is panel-based and employed to observe the panel’s 24hour digital life and media usage, the results of which are presented as statistics in the tool’s database. This is similar to the Nielsen Life Index Research. The other tool we used was Google Trends, used to find the relevant connections among the websites we wanted to review.

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i) Comparison between 7-11 and Family Mart’s owned media by InsightXplorer

Table 12: Comparison between 7-11 and Family Mart’s Owned Media by InsightXplorer

7-11 built up its shopping site, which has been achieved the same number of unique users since 1 ago, an impression result. Meanwhile, it also separates its promotion events and e-service into 2 sub-domains: event.7-11.com.tw and eservice.7-11.com.tw. According to the data provided in March 2011, www.7-11.com.tw is slightly weaker than last year. But the main reason could be due to the diversified sub-websites.

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ii) Comparison between 7-11 and Family Mart’s owned media by Google Trend

Table 13: Comparison between 7-11 and Family Mart’s Owned Media by Google Trend

7-11 website: Family Mart website:

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iii) Comparison between 7-11 / Family Mart’s owned media by observation

Owned media 7-11 Family Mart

Impressions for videos:

2,062,573

7-11 built up its owned media strategically. At first, invested enough budget for producing content and stories for a series of characters and then allocated media buying budget to direct potential consumers to see the content. Because of interesting stories for the characters, the visitors were easily transformed into 7-11 members.

Family Mart was less strategic in its allocation of budget on content creation. The media budget allocation was mainly for exposure. But because Family Mart finally

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realized the importance of owned media management, the new KPI drove them to allocate more budget on owned media development – Mobile APP, Fan page, etc.

3. Bought Media

7-11 put almost 90% of budget on its Portal site. Family Mart is not so Portal site focused.

Community and Video Streaming sites are also in their list.

7-11投資曲線 (2010/01-2011/04)

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Figure 24: 7–11 Online Budget Spend, Jan 2010 – Apr 2011

Figure 25: Family Mart Online Budget Spend, Jan 2010 – Apr 2011

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4. Summary and Strategy suggestion for Family Mart

 Owned media: content and service enhancement, and continue using bought media to bring in new users.

 Social media marketing : acquire more fans through each campaign.

 Bought media: marketing budget is already limited, so the better way is to sign an annual contract with Yahoo! for better buying discount.

 New media application- mobile device - a) App downloads

b) Ad application on iPad

c) Keep abreast of new functions and technology

Check Details of required condition

V Commitment to develop the brand / the product

V Having self-owned communication platforms with consumers

V Ecommerce and/or CRM system is available on self-owned communication platforms

V Confirmed target audience profile and description V Clear development of KPIs (short/ mid/ long term)

V Concrete market analysis (Scale/Competitors/Strengths/Weakness) V Certain level of investment on digital marketing (budget, human resources,

technology support)

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68 4.5. Case 4: Asus

4.5.1. Introduction to the Project

Background:

Asus recently launched a new tablet computer – Eee PC Transformer. Meanwhile, apart from the well-known iPad2, there are many other tablet products in the market, such as like Acer Iconia Tab A500, Motorola Xoom, HTC Flyer, ViewSonic ViewPad, Samsung Galaxy Tab, Huawei IDEOS S7 and Korean KT Telecom Black O. The competition is getting fierce.

The challenge:

Utilizing Google Trends to identify which brand would be the key competitor for Asus, and determine the correct direction for Asus’ marketing strategy based on the findings from mining the search database. For the first round of competitor research, it is decided to focus Acer, HTC and Samsung.

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69 4.5.2. Review of Brand’s Owned Media

1. Brand comparison (global)

Figure 26: Global Brand Search Traffic for Asus and Key Competitors, 2004-2011

Based on the volume of brand name search, Samsung is still the most internationally well known brand but with the popularity of HTC mobile phone, HTC is getting stronger now.

Asus seems be more competitive than Acer in terms of brand search globally.

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70 2. Product comparison (global)

Figure 27: Global Product Search Traffic for Asus & Competitors, Jun 2010 – May 2011

In this product category, iPad is definitely the No.1 product brand and Samsung Galaxy Tab takes 2nd position. However, Asus Eee Pad Transformer also grows steadily in its search volume after launch, so there is still great potential for growth.

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71 3. Brand comparison (Taiwan)

Figure 28: Taiwan Brand Search Traffic for Asus and Key Competitors, 2004-2011

In Taiwan, HTC is the strongest among the 4 brands. The next popular brand is Asus, followed by Acer and the last one is Samsung.

4. Product comparison (Taiwan)

Figure 29: Taiwan Product Search Traffic for Asus & Competitors, Jun 2010 – May 2011

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According to current search data, if we exclude Apple iPad, Galaxy Tab is the major competitor to Eee Pad Transformer.

5. Website Traffic Comparison (global access)

Figure 30: Global Traffic for Asus, Acer and Samsung Websites, Jan2009 – Apr 2011

Although Asus has better brand awareness globally, Acer website has been receiving more access than Asus in the past year. Based on data in Figure 30 above, Asus’ 2nd biggest market would be in Russia and Acer’s 2nd big market would be in China.

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73 6. Website Traffic Comparison (within Taiwan)

Figure 31: Taiwan Traffic for Asus, Acer and Samsung Websites, Jan2009 – Apr 2011

Compared to the previous “global” chart (Figure 30), we can find that the difference between Asus and Acer website becomes slightly bigger when the scope is limited to within Taiwan. So we can assume Asus’ website access would be more from regions outside Taiwan.

7. User Profile for Apple Website

Although not a Taiwan or Asian brand, when examining the user profiles, it can also be useful to take a look at the user profiles of Apple, makers of the popular iPhone and iPad.

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Table 14: Apple Websites’ Visit Statistics

Table 15: Apple Websites’ User Segmentations by Gender, Age and Occupation

 Apple have around 745,000 total users accessing the official site and online shopping site.

 Apple TW official site segmentation:

a) By age: popular for the young generation (15-34).

b) By occupation: except for white-collar workers and students, SME owners and artistic industry workers visit Apple’s sites more than average.

 Apple TW online shopping site segmentation:

a) By gender: More female users, when compared to official site.

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b) By age: 20-24 and 35-49 are the major groups.

c) By occupation: SME owners have a strong willingness to shop online.

8. User Profile for Asus Website

Table 16: Asus Website’s User Segmentations by Gender, Age and Occupation

 Asus Taiwan official site segmentation:

a) By gender: almost 80% male users.

b) By age: the sample data size appears a little small to give an accurate analysis, but based on current data, Asus has 2 distinct groups of users in the 20-24 and 40-49 age groups.

c) Occupation: senior management users would be more interested in Asus products.

Asus seems to be the preference from salary men and students. That’s quite a good advantage to have, but on the other hand, Asus also needs to think about how to diversify their consumer base.

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76 9. User Profile for Acer Website

Table 17: Acer Website’s User Segmentations by Gender, Age and Occupation

 Acer Taiwan official website segmentation:

a) By gender: male to female ratio is 6:4, more balanced compared with Asus.

b) By age: more popular for the 30-39 and 45-49 groups.

c) By occupation: Acer is also a popular brand for senior managers and is more focused on the white-collar group, but less popular for the student group.

10. Web traffic and user profile summary

 Apple customer distribution figures seem to be healthier.

 Asus has more senior managers, white collar customers and students but the customer base is not as diversified as Apple.

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