Qoo10 sees success leveraging Facebook advertising

Asian e-commerce player says its Singapore site achieved higher revenues and expanded its user base through a six-month digital campaign using Facebook's Offers and Pages.
Written by Ellyne Phneah, Contributor

SINGAPORE--Shopping site Qoo10.sg, among other brands, says it has seen success conducting its advertising campaign through Facebook Offers and Pages, achieving greater revenue and customer base.

Doug Fraser, Facebook's Asia-Pacific pricing, yield management and measurement research, said Qoo10's Singapore site had leveraged Facebook Offers to promote its exclusive deals and expand its customer base.

Within six months, the Korea-based e-commerce player clocked an 89 percent increase in Facebook traffic, a 94 percent increase in customer leads and 66 percent in sales conversion, Fraser said at a media briefing here Thursday.

Before running its Offers campaign, Qoo10 had used page post advertisements for a week in September 2012, and acquired 10,000 new likes, he added. Two weeks later, it launched an Offer which ran for three days and received 15,000 claims, along with an 82 percent increase in member registration.

Qoo10's Singapore site leveraged Facebook Offers and Pages to promote its exclusive deals and expand its customers base (Source: Facebook)

Other companies had benefitted from Facebook advertising, too, he noted. Citing figures from third-party methodologies such as panels, which analyzed over 60 digital campaigns running on Facebook, Fraser said 70 percent saw more than a three-fold increase in returns on advertising spend, while 49 percent saw over five-fold increase.

He said such success stems from an approach that returns to "advertising basics" and focuses on creating "reach, resonance, and reaction" among the brand's target audience. "Reach" refers to the number of times the brand reached its targeted audience, while "resonance" is about changing their minds about the brand. "Reaction" refers to action the audience took, he explained.

Of the three, he noted that Facebook places greater focus on "reaction" because it is the most tangible way of measuring the effectiveness of the advertising and whether it had an impact.

The social network also has been experimenting with mix-media model analysis to offer marketers insights on how Facebook adds value to their wider marketing campaigns, Fraser explained.

For instance, the company has been working with Datalogix since September 2012 to track whether people had bought a product in stores, after seeing it on Facebook, by matching their e-mail addresses or other identifying data associated with those brands against similar information used in their Facebook accounts, Fraser explained.

He also advised brands not to rely on click-through rates (CTR) as this was a "meaningless" measure of whether a campaign is successful. Citing internal figures, he said 99 percent of total sales came from people who did not interact with the advertisements, while consumers who clicked the advertisement accounted for 1 percent of total sales.

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