1、Digital Strategy Workshop,Target,-Sales Target is ChangingThe sales target of is100,600 vehiclesThe key target of Digital Marketing is to Support Sales&Brand Image,Trends,BIG DATA ECO-SYSTEMWith the development of the internet matures and universal application of wearable devices,the online customer
2、 behaviour can be tracked and monitored which we can used guide customers to purchase.,Everything&every platform is show-room,Digital efficient,Each traffic of digital can be tracked and monitored,Therefore,we will further strengthen the application of Digital to build the Digital Marketing Efficien
3、t Model,Search,News,IM,Music,Video,Game,MicroBlog,SNS,Support Sales&Brand image,Whats the Digital Marketing Efficient Model？,Based on each funnel of customers purchasing journey,to track&monitor every single traffic,So,should be,Platform,GIPVBSMy VolvoSupport siteSEOShowroom appDealer site,VBSTest-D
4、rive,SEOOnline Media BannerDigital Campaign,Actually,we focus on.,Attractive story-telling with more fun user stories/branding stories/feature storiesEspecially focus on mobile besides other platforms support(eg,PC/Social)More technology&creative contents and formats to lift branding image and elabo
5、rate product USP in a vivid way,Show case,Volvo Saved My Life ClubUser stories,Show case,Burberry Virtual ShowroomHTML5 interactive technology,Show case,Mercedes Benz CLA260 释放狼性 彰显不羁Viral video,Reference link:http:/v.pps.tv/play_3IP9LD.html,Show case,BMW M5 Bullet(High Performance Art)Viral video,R
6、eference link:http:/,Awareness/Familiarity/Opinion,Purchase,Consideration,Platform,KPI,Remark：10%improvement based on the same budget of 2014,regular,Next Gen.of GIP/My volvo/Support site/VBS/SEO/Shopping App,Digital Marketing plan,元旦，春节，妇女节，愚人节，国庆，劳动中秋，圣诞，端午.及年时事热点,By campaign,K413 production plan,
7、V526 Production plan,SOPW09,SOPW17,DOD W23,DOD W29,V526 T6,V526 PHEV,New Car,MY,PHEV,MY16 S60l production plan,DOD W30/31,DOD W28,OKTBW19,SOPW17,SOPW20,OKTBW22,New Car,MY,PHEV,MY16 S60L,MY16 S60L PHEV,MY16 S60 rd&V40cc&s60l production plan,E-commerce,By official platform,As the international next Ge
8、n.of GIP is launched,in order to have better communicationwith customers,we should use this platforms advantage as following:,The new website designcomplete revamp,New function modules sharp evolution,New backend system advancing with The Times,Comprehensive mobile responsive experience,Comprehensiv
9、e coverage of users platform expansion,Next Gen.of GIP,Content flexible adapt to localization and diversificationLocal functionality developmentUser experience optimizationPractical tools for usersUpgrade and testing of monitoring toolFlexible and convenient user flow of VBS,Metric:Visit/Bounce rate
10、/Duration,How we do.,Next Gen.of GIP,Spread of rhythmChinese Next Generation GIP,Oct.,10%,35%,50%,70%,80%,Technology20%Content 80%,100%,Be familiar withNG,Next Gen.of GIP,my volvo,Content maintenance-Global:package update-China:local content adaption for festival&hot topics Portal revamp-localizatio
11、n Launch mobile version(TBC),support site,Content update&Maintenance:-highlight products technology-functional benefit-FAQ System upgrade-Local functionality development-User experience optimization,vbs,Metric：VBS Finish,Local functionality developmentImprove user experienceContent:translation&updat
12、eSolution for bug,seo,We will further improve the performance of SEO as a long-term maintenance.In,we mainly focus on.better integrated with users search habitcontent optimization,dealer site,Dealer Site includes:dealers name,address and contact informationlatest activitieslist of best-selling model
13、sofferTest-drivesuspect-replying online,We will add Dealer Site into current GIP,it includes the related information of national dealers&marketing activities.And transform GIP into an assist sales platform to drive more traffic and achieve leads as much as possible.,showroom app,System optimization（IOS 8）Product（MY16&V526&V60CC&S60L PHEV）,Thank you,
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