The New Path for Digital Marketing Strategy

Powering Data on Business
Diversification for Mobile
Commerce

Leveraging New Market Opportunities
under Covid-19

1

Accelerating App Usage

2M-Commerce is Turning into
Principal Sales Channel

3

Embracing Digital Transformation
and Business Diversification

Accelerating App Usage
From Vpon Data to Observe App Download Growth after Covid-19
Finance App Download

HK Delivery app –Audience Behavior Snapshot

Finance App Download

Futu Securities, Money18 And AA Stock are Top 3

Deliveroo and Foodpanda are the Top 2

HSBC is the Market Leader

Vpon’s own DMP data revealed that the usage of App rapidly increased after the pandemic.
A change in people’s lifestyle gives marketers more opportunities toapproach the right market by embracing mobile data.
3Source: Vpon AppVois

M-Commerce is Turning into a Principal Sales Channel
Realizing the Full Potential of M-Commerce Market
M-Commerce Sales Growth4

3$3.56

Average Year-On-Year
Growth Rate Since 2016

33.8%

2

1

US$ 2.32
Trillion$0.97

The increase in mobile payment options
is proved to be a huge boost forcustomer's mobile experience.

US$ 2.91
Trillion02016

2017

Sales in trillions U.S. dollars

42018

2019

2020

The growth of mobile commerce is still
expected to continue with mobile sales
revenue expected to increase by 22.3% to3.46 trillion in 2021.

2021

Opportunity to propel into a
new digital age?

Embracing Digital Transformation and Business Diversification
Adapting Your Business to the “New Normal”

1. From Offline to Online

2. Product Diversification

M-commerce market in Asia has expanded
significantly during the first quarter of2020 while Google searches for “delivery”
options almost doubled.

Given that product supply chain is interrupted
under Covid-19, consumers change theirpreferred brand at a quicker pace.

delivery

54 out of 10 customers reported are eager
to try new brands and services.

How can Vpon Help asa Data Partner?
Illustrated by Vpon’s Winning Collaboration withHong Kong Leading M-Commerce PlatformClient’s BackgroundLeading Food Delivery App
Our client is a leading food delivery app
owner who would like to leverage theirstrong customer base and delivery fleet todiversify and extend their business ingrocery delivery service to expand its market.

Diversifying Services to Expand New Market
From Food Delivery to Grocery Delivery

Only Food Delivery Service

Food Delivery &Grocery Delivery Service

Current Business
Food delivery service is originally the major
business of our clients. However, relying on one
or two major markets will increase thevulnerability of the business, particularly ineconomic downturn.

8Business Diversification
Realizing the needs of on-demand FMCG products
increase, our client has diversified into delivering ondemand groceries, household and lifestyle essentials.
New business opportunity offers an alternative
revenue stream and cashflow during hard times.

Key Challenge of Implementing Diversification StrategyIdentify, Reach, Position

Identify

9ReachPosition

How to identify andunderstand your potential
audience in the new market?

How to reach your newtarget audience?

How could the market know
their diversified positioning& services?

The existing target audience may nolonger be applicable for new businessdevelopment. Thus, new strategy
needs to be formulated to understandthe potential target audience.

Leveraging the opportunity ofdigitalization is important to sustain
the growth of new business. The
question is, what platform andstrategy should we adopt to reachthose audiences instantaneously.

Current business position may havealready been deeply-rooted incustomers’ mind. Delivering new
business positioning and services willneed much stronger links andappropriate communication strategy.

Objective & Strategy
To increase App Usage and App Download Rate throughBusiness Diversification
How to Bring in and Sustain New Business Model under
Challenging Market Environment?

Our client has partnered with Vpon to diversify its
services and market positioning through leveraging
Vpon’s data profession and capability.
10How Can Vpon Help?
Leverage Vpon DMP
on Precise Targeting

Sort out & Target
Loyal Campaign Clickers

Embracing Vpon DMP data to learn
users’ behavior for personalized ads
which are delivered to the rightaudience at the right time.

Picking out previous loyal campaign
clickers and targeting with customized
ads to drive conversion.

Exclusive Location-Based Solution
Users’ digital footprint and behavioral data would
be collected through Vpon DMP. Based on precise
LBS targeting, we are able to reach potential target
audience around Client’s offline delivery spot.
11How to Do
Defining Existing and Potential Target Audience

Existing TARetargetingRetarget loyal campaign
clickers from previous
campaigns to promote
new service

Loyal Campaign
clickers

12+

New Audience GroupNew Audience Group

LifestyleTargeting

App Interest
TargetingTargets audience group withbehavior and profile thatmatches with potential
targetingTargets users that haveengaged with similar apps
beforeFamilies &Office Workers

Users who have
online shopping
experience1 Sorting out Previous Loyal Campaign Clickers
Seen but not
clickedClicked and notbounceRe-targeting users who
have clicked on specificcampaign items.

ADExcluding users who
have seen the Ads formore than 3 times but
not clicked

Loyal Campaign Clickers
Tracking previous users’ intent and deliver
dynamics ads for promotional purpose

Loyal Customer
13

1 Targeting Loyal Campaign Clickers to Stimulate Interest

LoyalCustomer
Converting product catalogue
into visually appealing andpersonalized creatives

14

Personalized ads with images,
product details and messages are
specifically customized for users

2 Exclusive Location-Based Solution Targeting Potential TA
Step 1

Locking in Potential Audience via
Exclusive LBS TechniqueStep2 2
StepApp Preference Detection toUnveil Audience’s Interest

Behavioral Data

Offlinedelivery spot

Locking in audiences who live near the pinpointed
delivery spot. Leveraging Vpon’s accurate locationbased technique to collect potential TA’s behavioral
data and15

Collecting and analyzing users who have everinstalled grocery-shopping or other m-commerce
related apps.

Lifestyle- Based
Segment

OnlineShopper

3

Leveraging Vpon’s DMP to Expand Audience Pool
Lookalike Modeling to Increase Awareness on Client’s New Service Line

Step 1

Step 2

Leveraging Vpon DMP to identify potential
TA through multidimensional analysis

Adopting Lookalike Modelling to identify morepotential TA in other audience segments

Vpon DMP
Lifestyle Interest
Geo- Location
Behavioural Data

LoyalCustomer

App Preference
Campaign interest

Lifestyle- BasedSegment

16Online
Shopper

Lookalike
Expansion

Potential
TA
Potential
TA

Lookalike
Expansion

Potential
TA

Potential
TA

Potential
TA3 Maximizing Data Value
Data Application in Achieving Cost-Effective Ad Delivery
Step 3Resident in District A

Office Worker in District B

Grocery supplies for suddenfamily’s needs at nighttime

Goods support sudden office’sneeds during office hour

Vpon’s DMPPlatform

Location-Based
Technique

Personalized Ads

Personalized Ads

By collecting user behavioral data and tracing
the digital footprint, we can create user profileand get insights into users’ interest anddemographics. Personalized ad messages could
be delivered to specific segments accordingly.

17

With right message to maximize
the BIGGEST data value

3 Maximizing Data Value
Flexible Data Application and Sustainable Data Cycle to Create More Business Opportunities

More Opportunities

18Vpon Data
PowerProper Targeting
Tool

Client’s
Outstanding Service

Right Message &Right Targeting

Leveraging Vpon’s datacapability and profession
to support diversification
strategy

Adopting Vpon’s DMP tool to
expand the audience poolOur client’s exclusive delivery
service with a variety ofproducts

Serving different ads
to different audiences

Key Takeaways
Diversification is an
opportunity underpandemic crisis
Leveraging data insights to diversify businesscould provide an alternative revenue stream tomaintain the business in the short term andestablish fundamental strategic change in themedium term.
Diversified communication plan
Promoting your business on multiple channels andtailoring specific message for each potential TA are
the key points to reach your customers.

Planning for the next stage
Leveraging data in the long term
Data is not a one-off resource, with data-driven
approach, client is able to have a morecomprehensive customer profile that is extensively
applicable in other business campaigns.
Data synergy effect
Data is accumulated from time to time, the snowballing
effect of data has a massive business value that allows
client to achieve exclusive and diverse objective in futurebusiness.

For publishers
partnership@vpon.com
For advertisers
sales.global@vpon.com

For collaborations
marketing@vpon.com
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