Lazada – RMIT

Digital Marketing Communication MKTG1422

3/14/2018
AGENDA
LAZADA OVERVIEW

DIGITAL MARKETING AT LAZADA

ONLINE REVOLUTION CAMPAIGN

YOUR CHALLENGE
 LAZADA GROUP VISIONS

COMPLEMENTARY MARKETING NEW CONSUMER EDUCATION

SEA #1 COMMERCE ECOSYSTEM
CHANNEL PLATFORM

Enable seamless interactions between Empower brands to reach consumers Elevate the platform into a channel to
sellers and customers for brand-building and performance drive consumer education

Unparalleled Online Marketing solutions across Engaging

100M Assortment the customer funnel Educational Content

Best-in-Class Advanced Targeting Innovative Social

Logistics Capability Commerce

Superior Enhanced Exclusive Category

Customer Experience Data & Reporting Innovation
 LAZADA IN NUMBERS
Best E-Commerce destination platform for your marketing investment

SEA TOP VISITED the DESTINATION E- Strong focus on

E commerce site COMMERCE platform in SEA MOBILE COMMERCE

19M+
100M+ #1
E-COMMERCE
Mobile APP install
visits
Brand search
50% 30%
25M+ Mobile APP Penetration
visitors
18M 90K
40%
59%
71% 75%

20M 34K 60%

41%
29% 25%
Mobile

#3
2014 2015 2016 2017 Desktop
Favorite brand of the
millennials in 2017 Increasing orders from Mobile
 LAZADA PLATFORMS
Best E-Commerce destination platform for your marketing investment
 LAZADA JOURNEY
Our 6 year journey to become the market leader in South East Asia

2012 2013 2014 2015 2016 2017 2018

Mar 2012 Jan 2013 Jan 2014 Apr 2016 Apr 2017
• Set up Regional HQ • Launched • Mobile App for • Alibaba Group invests • Launch LiveUp
in Singapore marketplace Android & iOS a controlling stake of (Lazada’s Loyalty
• Launched 5 markets: model devices Lazada Group Program) in SG.
Indonesia, Malaysia,
Vietnam, Philippines May 2014 Nov 2016 • Launch Digital Goods
and Thailand • Set up Singapore • Lazada acquires
operations RedMart
 LAZADA JOURNEY
Our 6 year journey to become the market leader in South East Asia

No.1 Ecommerce

50M+ visits
18M+ visitors

28%
10M+
23%

71% of Lazada orders are

coming from mobile

40% 48%
59% 65% 71% Mobile
Desktop
60% 52%
41% 35% 29%

2H14 1H15 2H15 1H16 2H16

How the internet has changed the path to purchase
TODAY’S PATH-TO-PURCHASE
PATH-TO-PURCHASE WAS SIMPLEIS
COMPLEX, DYNAMIC, INTEGRATED

‘PURCHASE’ is always available

AGENDA
LAZADA OVERVIEW

DIGITAL MARKETING AT LAZADA

ONLINE REVOLUTION CAMPAIGN

YOUR CHALLENGE
 DIGITAL MARKETING @ LAZADA
Different Channels and KPI for different Marketing Objectives

Marketing Objective Channels Content KPI Pricing Model

AWARENESS • Youtube/Zing Masthead

• Facebook • Video
• Reach • CPDuration
• CocCoc Skin • Article
• Brand mentions • CPMille
• Advertorials • Dynamic banner
• Key Opinion Leader channels

ENGAGEMENT • Search • Interaction

• Keyword
• Facebook (like/share/com) • CPView
• Game
• Instagram • Follower base • CPVisit
• Picture
• Zalo • Visits • CPClick
• Video
• Key Opinion Leader • Time on page

PURCHASE • Affiliate
• Search • Banners • CAC • CPClick
• Facebook • Keyword • CR • CPOrder
• Criteo/RTB House • SKU feed • ROI • CPSales
• Local Display Network

LOYALTY
• Notification (NL/App push) • RR • CPClick
• Banners
• Facebook • CR • CPOrder
• SKU feed
• Criteo/RTB House • ROI • CPSales
 DIGITAL MARKETING @ LAZADA
A view on CAC KPI

Customer Acquisition Cost Customer Acquisition Cost

i.e How much do we need to invest in Marketing to acquire How to define an acceptable Acquisition Cost?
one New Customer?

Online Marketing Spend $5 ? $10 ? $250 ?

CAC =
New Customers

Visit x CPV CAC target is calculated based on how much one

CAC = customer will generate of revenue during the time
Orders x NC%
he/she use the platform.
Visit 1
CAC = x CPV x
Orders NC%
Customer Lifetime Value
1 1
CAC = x CPV x
CR% NC%
 DIGITAL MARKETING @ LAZADA
Attribution Model – What model and why is it important

An Attribution Model is crediting the conversion to the different

marketing channels that are involved in the click chain
X days

M1 100%

M2 100%

M3 20% 20% 20% 20% 20%

M4.1 40% 20% 40%

M4.2 5% 20% 75%

AGENDA
LAZADA OVERVIEW

DIGITAL MARKETING AT LAZADA

ONLINE REVOLUTION CAMPAIGN

YOUR CHALLENGE
2012 2013 2014 2015 2016
235,000 350,000 2,430,000 4,480,000 6,730,000
Lượt truy cập Lượt truy cập Lượt truy cập Lượt truy cập Lượt truy cập
 1,439,792
sản phẩm được bán ra

70% 16 triệu
đơn hàng trên di động lượt truy cập
 +15 bảng quảng cáo
Ngập tràn mạng xã hội

+40 đài truyền hình Phủ kín Youtube

+300 bài báo

+700 taxi

Tăng cường tải App

+2100 màn hình LCD

Quảng cáo Radio Email hấp dẫn

NINH DƯƠNG LAN NGỌC JUN PHẠM HUỲNH LẬP Tóc Tiên
www.muasalebang.vn
 BẮT “SALE” BĂNG
NHẬN VOUCHER

Phố đi bộ

NHẢY
TRAMPOLINE
Trampoline
 Hội nghị
NHÀ BÁN HÀNG
\

GIẢM 15% MỞ THẺ MỚI

TỐI ĐA 300.000Đ TẶNG 3.500.000Đ

GIẢM NGAY

2.000.000đ
iPhone X, iPhone 8 và 8 Plus
AGENDA
LAZADA OVERVIEW

DIGITAL MARKETING AT LAZADA

ONLINE REVOLUTION CAMPAIGN

YOUR CHALLENGE
 CAMPAIGN BRIEF
Focus of 2018 is on App User

Background After years of Customer Acquisition campaigns, company focus is now on increasing App
Active User, to reach Alibaba standards of App penetration and User engagement

Create a campaign leveraging Lazada Digital Marketing capabilities to increase the

Objective volume of App Active User (User who connect at least 1 time per week on App)
Target is to get 1M incremental active app user at the end of the campaign

$800k
Budget
Campaign to last 1 quarter, starting June 1st

Tips • Start by defining the KPIs

• Use the Marketing funnel framework
• Suggest an attribution model
• Be creative in the budget utilization

Prize 6 months internship in Lazada Digital marketing team