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2013 DIGITAL, what to do ?
 

2013 DIGITAL, what to do ?

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Beyond the mobile and Social Media, what marketers need to be aware about ? Exclusive presentation given as introduction keynote at last YAHOO Marketing Summit in Bali last July

Beyond the mobile and Social Media, what marketers need to be aware about ? Exclusive presentation given as introduction keynote at last YAHOO Marketing Summit in Bali last July

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    2013 DIGITAL, what to do ? 2013 DIGITAL, what to do ? Presentation Transcript

    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012A member of F5DIGITAL GroupYahoo Keynote introductionBali April 2012Digital MarketingTrends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 2FRANCEHONGKONGSOUTH KOREASINGAPORENATIONAL ORGANIZATIONSALES ROLESEUROPEANHEADQUARTERSGLOBAL BUASIAN HQNATIONALPRODUCT MARKETING – STRATEGY – MARKETINGCLIENT SIDE AGENCYMANAGEMENT1993 1994 1997 1999 2001 2005 2006
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 3MARKETING IN THEDIGITAL WORLDDRIVING MARKETINGEFFECTIVENESSMAINTAININGDIGITAL ASSETS
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 4© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012BRUTALHONESTTRUTHMARKETINGSTRATEGY5© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 6TRENDS FOR 2012WHAT CAN I SAY ?6© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 77
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 8YOU ARE THE PIONEERS OF DIGITAL !YOU HAVE TRIED EVERYTINGBIG AGENCIES PROVIDING ADVICESMASSIVE MARKETING BUDGETBIG TEAMS, NOT SO BAD BUDGET..:=)
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 9WHATDOES ITLEAVEME ?
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 10300 000PERSON INVOLVED10© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 11300 000PLAYERS FOR LAST WE OPEN BETA
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 1212© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 13MAY 15th 2012WARNING : ANY ATTEMPT TO CONTACT METHAT DAY WILL RESULT IN SERIOUS DAMAGES
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 1414© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 15IT IS NOT ATRENDANYMORE,IT IS ANOVERUSAGE… !LET’s ASK MADAME PYMTHE NEXT TREND IS…..SOCIAL MEDIA …!
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 16EVERYYEARSINCE2009 , WEHEAR IT …!LET’s ASK AGAIN MADAME PYMTHE NEXT TREND IS…..MOBILE !
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 17AAAAH ???WHAT DOYOUMEAN ?LET’s ASK AGAIN MADAME PYMTHE NEXT TREND IS…..WASTING MONEY.. !
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 182004$5M2005$30M2012$1B
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 19CONCLUSION ?CONGRATULATIONSGUYS, YOU ARE BETTERBUSINESSMEN THANMARK….I WOULD BE FLICKR CEO,I WOULD STILL BE VERYSAD…
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 20MADAM PYM CHECKS YAHOO CLUES !THE NEXT TREND IS…..
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 21YAHOO CLUES RESULTTHE NEXT TREND IS…..MMMHHHH ?§  NICOLETTESHERIDAN§  DONOVANMCNABB§  SHERRYWHITFIELD§  BRITANNYKILLGORE
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 22
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 23SO I DECIDED TOCOMPARE IT WITH MYNAME
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 2424© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012GREGORY BIRGE
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 25THERE ISFORSUREA REALFACT25© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 2626© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 27INNOVATIONSCONNECTEDDEVICESINTERACTIVITY§ § § § TECHNOLOGY WILL NOT STOP….
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 28WE HAVE MUCH MORE TOOLS NOW
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 29CREATE WOWEFFECTMORE POTENTIALMEDIA SPACEMORE ACCESS§ YES , IT GIVES YOU MORE WAYS TO:§ § 
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 30BTWTHIS ISACTUALLYTHEPROBLEM30© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012They haveMORECHANNELSWe haveLESSTIMEINFORMATIONCHOICESCONNECTIONSVOCALWE MIGHT HAVE MORE TOOLSBUT LESS TIME TO REACH THEM
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012USING DIGITAL AS WMDWEAPONMASSDISTRIBUTION32USING MORE TOOLSDIGITALMARKETINGSEND MORE INFORMATIONTO MORE PEOPLE - FASTER
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 33WE ARE JUSTFINDINGSMARTER WAYSTO ADDRESSMOREINFORMATIONTOMORE PEOPLE33© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 34AND THIS ISA REALTRENDSTARTEDSOMEYEARSAGO34© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 35SO WHATTO DO ?IS IT ROLE OFDIGITAL ?35© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012WAY TOMAINTAINDIFFERENTIATION36DIGITAL AS A WMDFEWER SELECTED - BETTER RESULTS © F5DIGITAL Consulting
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012CUSTOMERS BRANDSYOU CUSTOMERS ARE ALL OVER THE PLACE ANDVOCAL, YOU HAVE LESS TIME TO GET A MESSAGETHROUGH OR TO CONVINCE ME
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012ITMEANS,TO BEVERYPRECISE38IN OUR MARKETING 38© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012BRANDS USED TOBE IN CHARGE© F5DIGITAL ™ Consulting 2012 – New brand role
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012CONSUMERS ARENOW IN CHARGE© F5DIGITAL ™ Consulting 2012 – New brand role
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 41SPOTCONSUMERLET THEM FLYBRING THEMBACK TO BASE© F5DIGITAL ™ Consulting 2012 – New brand role
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 42CONCRETELY ?HOW TO DO IT ?42© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 43MARKETINGIN ADIGITAL WORLD
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 44MARKETING IN A DIGITAL WORLDMARKETING EFFECTIVENESS
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012EFFECTIVENESSEFFICIENCYEFFICACYDOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECTDOING THINGS THE MOST ECONOMICAL WAYGETTING THINGS DONE
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012WHAT IS IT ?WHOSE JOB IS IT ?YOUR TEAM§  Launching a website§  Launching a social campaign§  Launching web banner§  Creating an eventCREATIVE IDEATACTICTVWEBSITEEFFICACYGETTING THINGS DONE
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012EFFICIENCYDOING THINGS THE MOST ECONOMICAL WAYWHAT IS IT ?WHOSE JOB IS IT ?YOUR CFO§  Saving money§  Reducing budget§  Reducing cost$20M
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012EFFECTIVENESSDOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECT§ I HAVE A PROBLEM TO SOLVE§ I DEFINE CLEARLY MY OBJECTIVES TOACHIEVE (MEASURABLE)§ I CHOOSE A DEDICATED TOOL TO SOLVETHAT OBJECTIVE§ I MEASURE THE EFFECT
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 49WHICH OF THETOOLS IS MOSTRELEVANTTO SOLVE MYPROBLEM ?49© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 50CHOICE BASED ON MAXIMIZE IMPACTSELECTED TACTICBETTER IMPACTHIGHER RESULTSSHORTER TIMEINCREASED ROI
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 51Financial evaluationΣ (C) ≤ (M×V2)tALL ELEMENTSINCLUDED IN MYCAMPAIGN§  CREATIVE§  DIGITAL§  PRODUCTION§  ….MARGINGENERATED BYMY PRODUCTSCAMPAIGNPERIODEXTRAVOLUMEGENERATED© F5DIGITAL Consulting
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 52Maximizing an impactΣ (C) ≤ (M×V2)tMax αR.O.IR.O.M.INPSα
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012EFFECTIVENESSDOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECTWHAT IS IT ?WHOSE JOB IS IT ?OUR JOBΣ (C) ≤ (M×V2)tMEASURE THE RETURN ON INVESTMENT
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 54MARKETING IN A DIGITAL WORLDMARKETING EFFECTIVENESSPROCESSED DRIVEN MARKETING
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 55PROCESS DRIVENMARKETINGIS NOT ACREATIVE IDEA55© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 56SIMPLIFIED PURCHASE FUNNELATTENTIONINTERESTDESIREACTIONPOSTATTENTIONINTERESTDESIREACTIONPOSTSOCIALMEDIAIT MEANSWECONSTANTLYSTARTFROM THESALESFUNNELPRINCIPLES© F5DIGITAL Consulting
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 57Digital Tool Role Digital TacticsSIMPLIFIED PURCHASE FUNNELATTENTIONINTERESTDESIREACTIONPOST!  Blogs!  Forums!  Search optimization!  Webinars!  Videos/photos in SM!  Mobile apps!  Microsites!  Endorsement mktg.!  Digital TV PPL!  Digital brand stores!  Co-op with platforms!  Reward programs!  Sales promotions!  Incentive programs!  Value accumulation!  Social Networks!  Social Media!  GPS-Based apps!  Blogs!  Forums!  Endorsement mktg.!  Webinars!  Referral programsExperienceAmplificationenablersSOCIALMEDIA!  Social media adverts!  Online banners!  SMS/MMS-blasts!  eDM!  GPS-based apps!  App advertisements!  Game advertisementsDIGITAL MEDIA AND DEVICESReach andinitial actionInvolvementprocessinitiationPersuasion andemotion buildingEnd-action flowconversionCustomer engagementand commitment drive!  Full range of tools whichcan be targeted towards thecustomer.!  Rewarding programsTraditional Tactics Traditional RolesTRADITIONAL MEDIA AND DEVICESBrandawarenessInvolvementprocessinitiationInstant endaction drive!  DRTV!  Exhibitions!  Seminars!  Public events!  Mailorder catalog!  Targeted mails!  Geo door drops!  Flasgship stores!  Endorsement!  Co-op bundle!  Take one!  Product placement!  POS material!  Telemarketing!  Product sampling!  Roadshow!  Sales force contact!  Sports, hobby clubs!  Business clubs!  Multilevel marketing!  School, education!  Parent organization!  After sales!  ATL!  Public relationship!  Co-Op!  Flyers, hands out!  Sponsoring!  Free stand materials!  Rewards program!  Loyalty programs!  Membership cardsPersuasion and emotionbuilding should becovered here as wellAmplificationexperience© F5DIGITAL Consulting Pte Ltd – 2011 simplified sales funnelCustomer instant actionand post action to beplanned at the sametime
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 58Within that journey§  Dedicated role§  Dedicated objective§  Dedicated impactINOUT© F5DIGITAL Consulting 2011 – Touchpoint responsibility
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 59BUT THIS IS NOTENGAGEMENTLISTING ALL ACTIVITIES THATWILL HAPPEN IN ACAMPAIGN§  eDM§  MOBILE APP§  SOCIAL§  TV§  BANNER§  CONTEST§  WEBSITEMISSING CTAMISSING MAPPINGMISSING ROI - TARGETTHIS IS THE START…ISAAC NEWTON – 1728 - CANNONBALL
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 60TV AdsMobile AppStore Front TV AdsMobile AppStore FrontBUT THIS IS NOTENGAGEMENTTHIS IS AN ENGAGEMENTPLAN§  ALL ACTIVITIES ARE PLANNED AHEAD§  REGARDLESS OF INDIVIDUAL ACTIVITY,ADDITIONAL CTA IS ADDED§  ENOUGH TRACTION IS HAPPENING ATACTIVITY TO DRIVE CUSTOMER TO THENEXT STEP§  EACH STEPS IS MEASUREDINDEPENDENLY AND TOWARDS ENDGOALLISTING ALL ACTIVITIES THATWILL HAPPEN IN ACAMPAIGN§  eDM§  MOBILE APP§  SOCIAL§  TV§  BANNER§  CONTEST§  WEBSITE© F5DIGITAL ™ Consulting 2012 – Digital velocity
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 61Mapping the entire campaign UPFRONTSearchBannereDMSocial MediaWebsitePromotionExperienceProductOnline StoreRegistrationPurchaseDBeDM – Follow-upeDM – Up-SelleDM –Cross SellUnidentifiedTraffic© F5DIGITAL Consulting
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 62Actual examplePhilipsWebsiteSocialMediaOfflinePOSPFRWebsiteExperienceJourneyMemberthroughproductregistrationSimplememberregistrationSingleMemberAddingFamilyMembersSingleMemberMemberDBAddingFamilyMembersRegisterRegisterThank youeDM toregistrantsRemindereDM to non-registrantsMemberinteractioneDMDrive PointRedemptionDriveonline PointRedemptionDriveoffline POSPurchaseDrive Website re-visitation – pushcontentsDrive SocialMediaExperienceDriveEngagementActionsMemberDBAnalyzeResults,channelperformanceand memberbehaviorDefine andcustomize nexteDM contact andcontentsDefine andcustomize nexteDM contact andcontents© F5DIGITAL Consulting
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 63Defining touch points and their rolesOnlineShoppingBARS POS Travel RetailDepartmentStoreseDM DMOnlineBannersSearchEvents andRoad ShowsATLAdvertisingSales PromoterSupportOnlinePurchaseOfflinePurchasePERNODRICARDTransaction RecordingTransactionRecordingResponseEnablersInspired ConversationsWOM Wikipedia Facebook YouTube FlickrForum, Blog,CafeMSNBrandPerceptionDatabaseSMS/MMSBRAND© F5DIGITAL Consulting
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 64Legend!  Gray color : Traditional offline!  Orange color : Print Digital impact!  Blue color : Website / platform!  Green color : Communication!  Brown color : Mobile content!  Black color : Digital display5INITIATIONCDLAGENTSCUSTOMERSCONSIDERATION EVALUATION VISITS SALES HAND OVERInvestmentwillingnessMarketAssessmentPersonalresearchAsk forinformationVisit websiteOrganizevisitVisitshowroomADMINISTRATIVEFirstmeetingPropertyresearchFinetuningVisit decisionPurchasedecisionDocumentpreparationBankLawyersAgentinformedSupportpreparationSignatureof salesKeyhandover2-3 yearsCUSTOMER JOURNEYEXPECTATIONSTOUCH POINT and BELATED ROLESCUSTOMEREXPECTATIONS!  Easy access to information!  Wide range of channelsavailableMovingpreparation!  Have confidence with the agent!  Reassuring his own decision!  Finding accurate and relevantinformation!  Support to narrow the choices!  Be reassured in the visit process!  Confirm his right selection andchoice!  Selecting the right property!  As easy as possible!  No troubles at all!  As fast as possible!  Be recognized and valued!  Get informed on progress!  Support if move in!  Recognized when get keyTRADITIONALTOUCHPOINTSADDITIONALDIGITALTOUCHPOINTSShowroom!  Inspire before purchase!  Generate desireBrochure!  Inspire before purchase!  Generate desireNewspapers and flyers!  Property more specific pushmass marketing to drive interestATL - OOH!  Mass communication!  Generate brand image andinterestFinancial institutions!  Get budget readyLegal institutions!  Get paper work & stamps readyCDL Showroom!  Get comfortable setting to closethe dealCDL Key collection office!  Recognize customer!  High value contactQR codes and unique URL!  Give more intimacy to property!  Give more multimedia content!  Generate increased desire!  Track origin of researchWebsite!  Ease the selection process!  Organize his content!  Capture information!  Track property researchedQR codes and URL links!  Push dedicated content!  Capture data!  Track source of content!  DM and eDM!  Follow up after site visit!  Generate envy to visitshowroomPersonalresearchWebsite!  Show the entire extent of theoptions!  Give confidenceDedicated tools on web!  Articles!  Calculators to reassure thecustomer in his choiceMobile app!  Ease the booking!  Ease note taking!  Ease sharing of informationDM and eDM!  Follow up after showroom visit!  Thank you and recognition!  TrackingDigital touchpoint!  More interactivity!  More explanations if needed onfeaturesE N G A G E M E N T© F5DIGITAL Engagement 2011 – Reproduction strictly forbiddenDM and eDM!  Confirmation of documents!  High quality 1:1 handoversWebsite!  Provide support!  Ease processDM and eDM!  Key progresses!  Final thank youWebsite!  Keep track!  Ask questions if needed!  DashboardsMobile app!  Keep track
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 656Customerand Lead DBDirect Mails totargeted ListsTRADITIONAL MEDIABroad MarketMagazinesBroad MarketNewspapersSPEc InterestMagazinesFree StandingInserts“Out of Home”InitiativesConstructionSite AdsFlyer andHandoutsRoadshowsBus and TrainPostersRadio /TVCeDM to targetedListsContent on thirdparty sitesSMS to targetedListsBroad DigitalInitiativesSearchEnginesOnlineBannersSocialNetworksBlogsForumsEvents Social MediaPlatformsPROPERTYPORTALSHDBSites on living inSingaporeInitiatives fromCompetitorsCDL InitiativesExpat PortalsIntl. SchoolWebsitesJob SitesBusinessAssociationsBusiness Clubsand InstitutionsLoan andBanking WebsitesFamily FriendsOpinionsPropertyMagazinesAgents forCounselingAgent WebsitesForumsBlogsMapsMobile AppsCorporate WebsiteAccess to general,browsing related touchpoints.Property specific Pagesand MicrositesIndependentAgentsRequest InformationMaterialsPhone Call for moreInformation and InquiriesRegistration for InformationUpdatesVISIT AGENTVISITSHOWROOMLead DBFollow-up Calls Brochures andInfo MaterialsFollow-up DirectMailsSalesNegotiationsContract EndCo-MarketingInitiativesSearchEDBCheck CPFandfinancialResourcesExclusivelyappointedAgentsFollow-upMeetingsFollow-up CallsBrochures andInfo MaterialsFollow-upDirect MailsFollow-upMeetingsCPF Lawyer BankInsuranceCustomerDBUpdate andPayment ProcessKey HandoverURADirect MailBROWSE FOR GENERALPROPERTY INFORMATIONEXPLORE AND EVALUATEVARIOUS PROPERTIESNEW MEDIACUSTOMER JOURNEY FLOW MAPPING FROM THE FIRST COMMUNICATION TO THE END DELIVERY OF THE KEYSE N G A G E M E N T© F5DIGITAL Engagement 2011 – Reproduction strictly forbidden
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 66MARKETING IN A DIGITAL WORLDMARKETING EFFECTIVENESSPROCESSED DRIVEN MARKETINGDASHBOARD BUSINESS RESULTS
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 67DOES IT LOOK FAMILIAR ?
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 68GETTING METRICS IS NOW VERY EASYQUESTION IS WHAT TO DO WITH IT ?68© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 69VERY SIMPLE PROBLEM10% 90%SYSTEMS ANALYZEWE ARE DOING TODAYTHE EXACT OPPOSITE
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 70AS A CLIENT : YOU HAVE NO TIMEYOU NEED TO HAVE VERY CLEAR VIEWBUSINESS INSIGHTS,RECOMMENDATIONTO MAKE THE DECISION
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 71411Member acquisitionAt least 36,000 members have beennaturally acquired through referrals,at POS and through organic sitetraffic without further investments.ReferralsFor every acquired member, 4.2additional consumers areintroduced to the program.One memberrecommends xxx to4.2 other consumers88%88% of allmembersare naturallygrown.Return on invest (ROI)Program sustainabilityxxx in its current stage has proven to bea strong platform that initiates productconsideration and drives purchase.Even though re-purchase values,caused by xxx, can only be assumed, itcan be clearly said, that a substantialportion of these repurchases aretriggered and caused by theengagement activities of the xxxprogram. The following facts, supportthis statement:!  93% of all members are looking for aspecial sales offer.!  At least 66% of all members considerthe program as relevant and arevisiting the site frequently withoutthe need of being reminded.!  Being engaged, in average aconsumer recommends theprogram to 4.2 other people.Finally, the fact, that xxx has alreadyachieved an ROI of 256.6% in its basicform, it is clear, that with a slightincrease of member acquisitioninitiatives and program deliverables, theROI of 2011 will definitely exceed the300% mark.RecommendationThe xxx consumer engagementplatform has proven its value regardingdriving sales but also regarding itspower to inspire consumers and to driveproduct consideration.This ultimately translates in the fullachievement of acquiring consumersand to engage them with the xxx brandand its products.Given the high ROI in the first year, westrongly recommend to continue thexxx program in 2011 with an increase ofprogram deliverables.Value per re-purchased productThe redemption of vouchers is only used for smaller products. In general wecan assume that members continue to accumulate points until the pointstatus grows to a more substantial amount.Voucher redemptionOnline store redemptionRepurchaseSGD 112.58 / per voucherSGD 142.60 / per redemptionSGD 241.40Incremental IVM – Voucher redemptionIncremental IVM – Online redemptionsIncremental IVM – RepurchaseTotal incremental IVMTotal costs – F5Digital, Production, xxxROI - 201090,36117,608923,3651,031,335659,00056,50 %Total net return 372,335xxx has achieved in its first year an ROI of 256.6%, which can be considered asan outstanding result. Given the current status of the program and its addedvalues for the consumer, this result is very likely to be increased within 2011.Content relevance66% of members re-visit the site simply becausethey are looking for new sales offers. The high clickrate on products clearly indicate that thesesmembers are likely to consider a purchase. Thisconsideration has, to a large degree, beentriggered by the xxx program.Communication relevanceThe average click through rate of members of54% clearly indicates that xxx has beenrelevant throughout their entire membershipperiod.Acquisition Existing Members65.0% 39%35%54%31%66%93%93% searchfor specialsales offers66% ofmembers visit xxxnaturallywithout an e-mailreminderOpen rate Open rateClickthroughClickthrough+11%+74%© F5DIGITAL Consulting71© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 72TO BE BANNED IN 20121NON RELEVANT / MASS INFORMATIONANY INFORMATION MUST BE ENTIRELY 1:12NON UPDATED CONTENTDIGITAL PLATFORMS REQUIRE UPDATES – LIVE -3PRODUCT AND BRAND INFORMATIONCONTENT AND CONSUMER BENEFIT DRIVEN4STARTING ANY PITCH REVIEW WITH CREATIVEOBJECTIVE – STRATEGY – MEASUREMENT - KPI
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 73MAY 1st1030PMINTERVIEWCONCLUSION : WANT HAVE FUN ?
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 74MARKETING IN A DIGITAL WORLDMARKETING EFFECTIVENESSPROCESSED DRIVEN MARKETINGDASHBOARD BUSINESS RESULTSDIGITAL AS A WMDWAY TO MAINTAIN DIFFERENTIATION© F5DIGITAL Consulting WMD
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012 75CONSUMER PARADIGM SHIFT MOJO 2010© F5DIGITAL Consulting 2010 – Consumer Paradigm
    • © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval -Digital Marketing Trends 2012www.f5digital.com I info@f5digital.com I T: +65 6536 9766Thank You!DOWNLOADthe deck here