powerful branding in the mobile era - kevin guo
TRANSCRIPT
Powerful Branding in the Mobile Era: Finding Your Differentiator to Increase Brand Awareness
Kevin Guo @Ctrip.com 郭为文 @携程
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The trend in online marketing
• Brand come back as master of internet marketing
• Virtual brand serves for objective marketing
• Brand is marketing's IP with content and spirit
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Brand Building:
Is Ctrip a brand selling flight tickets and hotel rooms?
机票 Flight tickets
住宿 Hotel
自由行 Free travel
旅游门票 Travel tickets
旅游攻略 Travel guide
旅行团 Group travel
火车票 Train tickets
汽车票 Bus tickets
签证 Visa
用车 Car rental
邮轮 Cruise
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Who is Ctrip?
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Booking Behavior: After the year of 2013, phone-call booking has decreased to less than 20% while booking via mobile has increased to 50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Changes in Customers
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Booking Behavior: From booking in advance to booking on the same day
On the same day
The average number of booking days in advance
27.1%
65.59%
26.32%
18.23%
37.62%
14.14%
当天 提前1天 提前2-7天 提前7天以上
PC MOBILE
PC MOBILE
平均提前天数
2.6
0.8
1 day in advance
2-7 days in advance
>7days in advance
Changes in Customers
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Much more time spent in digital media than in 4 traditional media
Digital media TV Broadcast Newspaper Magazine
3小时05分钟
2小时40分钟
11分钟 10分钟 1分钟
数字媒体 传统电视 广播 报纸 杂志
3 hrs and 5 mins 2hrs and 40 mins
11 mins 10 mins 1 min
Changes in Marking Communication
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On average, 1 to 3 Apps have been downloaded and opened in different industries.
Average number of apps users download and open in different industries
Average number of apps users download
Average number of apps users open
Communication
Finance
Games
Online shopping
Videos
Food
Travelling
Maternal and Child
News
Going out
Real Estate
Medical Treatment
Car service
Education
3.2
3.2 2.6 2.6
2.3
1.7 1.7
1.5
1.5 1.4
1.3 1.2 1.2 1.1
3.0
3.0 1.5
2.2
2.2 1.6 1.6
1.2
1.4 1.2
1.1 1.1
1.1 1.0
通讯社交
金融理财
游戏
网络购物
视频
餐饮
旅游
母婴
新闻
出行
房产
医疗
汽车服务
教育
Changes in Role of Brand
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Changes in Role of Brand
Customers start to recognize the difference between brands
携程:产品/服务全 Ctrip:Goodservice/products
去哪儿:休闲;
Qnar:Leisure
途牛:广告鲜明;
Tuniu:Impressive advertisements
阿里去啊:有个性
Alibaba: Unique
美团:常有促销
Meituan:Sales promotion frequently
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Function of advertising: Building up awareness and trust
Building an Online Brand in Mobile Era
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The power of content: Share contents worth sharing
Building an Online Brand in Mobile Era
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Ctrip’s brand growth in mobile era
The Top 10 Risers in Brand Value Growth of 2015
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Building an Online Brand in Mobile Era
In mobile era, customers become the real master of brand.
Only those brands with content and spirit can
become the influential brand.
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