CHINA MOBILE’S FULL DIG ITAL STRATEGY Big Ide a Process and Beyond ADV 420 NMDL Final Presentation Rongjia Yan
CHINA MOBILE’S FU
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ADV 420 NMDL Final PresentationRongjia Yan
BIG IDEA
Promoting 4G-LTE serviceamong regular clients
Develop international business(Branding worldwide)
TARGET AUDIENCE
Existing Chinese users
Potential international users
PROCESS: WEBSITES
update new 4G service introduction on Chinese official website
Complement more service detail and necessary branding information
PROCESS: SOCIAL MEDIAContinue the usage of Sina Weibo (miniblog) to keep interacting with regular followers. Updating new service information.
Build a new English official Facebook page for branding. Provide information for potential users. Coordinate with existing the Chinese page.
Combine the promotion with holiday greetings and concerning tips to show China Mobile’s care about customers.
PROCESS: CONTENT MARKETINGContent offers: China Mobile is closely related with daily life. The content could be related with daily life. (e.g. Holiday greetings and life tips )Email Marketing: Build email list by: doing market research among regular clients and find potential 4G users; get contact information of those who recently bought new phone and looking for switch in operator.
Send marketing email and provide information accordingly
PROCESS: ONLINE ADVERTISINGDisplay Advertising: more efficient to do on top sites like YouTube. Display advertising on the right of the featured video to avoid influencing viewer’s viewing experience.
SEM: Use Google AdWords to maximum the effect. Set proper key words like Mobile, Mobile phones, smart phone and rate plan to make it broad but related with the brand.
PROCESS: MOBILE MARKETINGChina Mobile will convert the official websites to fit mobile devices for a better user experience. Making the site available for user to use anywhere will increase the frequency of use a lot.
China Mobile has a great performance on its series of mobile apps. For international branding , China Mobile would develop a English version of its official app.
KEY PERFORMANCE INDICATORSConversion rate is a good way to measure how much this campaign convert into actual sale. Here it is a proper way to check how well this campaign helps on the promotion of 4G service.
Second part of this campaign is international branding. Engagement is important because getting people involved is a sign of sending out more information. In this early stage of international branding, engage rate is a good KPI to measure.
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12000
Cost in USD
maintenance fee of websitessocial medai management costemail marketing costSEM costmobile app de-velopment cost
BUDGET