Our strategic approach
Traffic & Revenue growth for Brand DTC channel
User Cases: Traffic acquisition through performance media tactics and platform tools
Traffic & Revenue growth for Brand DTC channel
User Cases: Traffic acquisition through performance media tactics and platform tools
Context: over the past decade, most global brands we work with have faced consistent challenges in scaling their business and e-commerce revenue in China. The complexity of the digital media landscape that coupled with unintuitive data tools and fragmented platform ecosystems has made localization incredibly difficult. Brands must navigate a maze of overlapping tools (data management, ad trading, business analytics) across different platforms, each with unclear guidelines and little integration. This lack of cohesion leaves teams overwhelmed, resulted in inefficient decision-making, hindering the execution of global strategies in China.
We have outlined three specific challenges in the following for this case study,
1. Difficult to apply the Global TA’s Persona in local media activation, also needed to do audience mapping and dig out more consumer insights
2. Facing the challenge in driving additional incremental sales and new customers to their TMALL store
3. Lack of understanding on the value of each ad & data tool from media platforms
To adapt the brand’s global strategy, our experts in China & Asia markets speak global your languages with global mindset, we developed the strategic approach for brands to navigate a series of complexity and scale their business
MAXIMIZE THE REACH - Start from choosing the right programmatic buying model among the available options that favors in ad inventory distribution to generate as much as traffic and accumulate data for next stage of optimizations
SMART RETARGETING - Continue using the same buying model to run retargeting for top performing groups and dynamic creative optimization. In parallel, adopt another buying model which offers fixed CPM but lower priority of ad inventory distribution for running ongoing A/B testing.
PRECISOIN AT SCALE - Scale up investment on high value TA group with top performing creatives. Keep testing and find out the next potential TA groups and media platforms
ARTLAB’s developed a strategic media selection methodology upon using 3rd party platform’s trading desk