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F5DIGITAL DigiGen09_The Next Big Thing

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  • 1. The next BIG thing in theDigital ArenaDigiGen 2009January 20th 2009 WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  • 2. WWW.F5DC.COM
  • 3. We are all becoming more CREATIVE WWW.F5DC.COM
  • 4. Regardless of the next BIG THING ! PUSH THE RIGHT BUTTON WWW.F5DC.COM
  • 5. Consumer needs first, not technology WWW.F5DC.COM
  • 6. Each new media gets you closerTargeted Mobile Web 2.0 Danger Zone Online Gaming Web 2.0 Television Cable Press Radio Mass Not intrusive WWW.F5DC.COM Intrusive
  • 7. Survival Hand Book  Throw what you don’t need   Reduce your spending  Stick to your raft   Focus on your strengths  Don’t try to get a new raft   Don’t catch up new customers  Stick to your friends   Grow your installed base  Be innovative and patient   Be innovative and patient WWW.F5DC.COM
  • 8. Reduce your budget (you might not have a choice) Cost = # people targeted Prospect Acquisition Lead Generation SalescampaignsReducible   Reduce non measurable budgets   Increase efficiency of current campaigns   Transfer budget   Focus on ROMI Increase Targeting Increase Sales Capture with the intention to retain WWW.F5DC.COM
  • 9. You can even increase your cost ! $1.53 Payment + $480/yr $1.10 Response rate + 5% Cust acq costs - 21% Revenue +10 million WWW.F5DC.COM
  • 10. Evaluate Media through multiple factors Campaign process evaluation BEFORE Press Television Online Mobile AFTER Cost Risk Brand relevancePrepare the campaign Consumer relevance Campaign relevance Integrated in plan Maximize the investment Targeting Privacy Follow up action Consumer data WWW.F5DC.COM
  • 11. Asia compared Rest of the World Series 1, Mobile Users, Series 1, Internet users, 43% 40% Series 1, Mobile PR, 39% Series 1, Mobile Spends, 29% Series 1, Internet PR, 15.30% 580M 1.5B 1336M$Source : internet worldstats.com, GMID, eMarketer, wireless intelligence Q308 WWW.F5DC.COM
  • 12. Our region is very specific China Korea Philippines Hong Kong Japan Broadband Mobile Blog Internet users Upload pictures Penetration messenger Readers 1 1 1 1 1 298M 98% 86.4% (survey) 23% of WW 74%Source : CNN, Gartner, ADMA, eMarketer, Universal McCann WWW.F5DC.COM
  • 13. Korean market specificities M Korea, SCN, 20 Korea, Online gaming, 14 WW, Online gaming, 8 WW, SCN, 2Source : Digital Korea – Tomi Ahonen WWW.F5DC.COM
  • 14. 3+2 groups IPR% # internet users 25M Log scale 60M 250M GDP/CapitaSource : CIA.com, internet worldstats.com WWW.F5DC.COM
  • 15. We like to make it complex to chooseSgd 9000 spots 64% of population 1.7M readers 35000 views /show 140 000 readers 5M page / months WWW.F5DC.COM
  • 16. In addition to that, technology evolves   Information jump   Demographic jump WWW.F5DC.COM
  • 17. Web 2.0 and beyond Web 1.0 Web 2.0 Web 3.0 Search Soc Network   Communicating   Interacting   Sharing Online Media   Rating Ct Aggregation   Tagging Mashups   Modifying  …. WWW.F5DC.COM
  • 18. Step in the Marketing 2.0 Customer engagement marketing CRM Loyalty Mass Direct schemes marketing marketing 50s and 60s 70s and 80s 90s 2000s 2010sRise of brand products Rise of direct marketing Rise of loyalty programs Evolution of dynamic Endorsement andand advertising product marketing enhancement of brandsagencies by consumersFocus: mass Focus: identification Focus: databases, Focus: customer New focus: NPScommunication of the target group analysis systems relationship WWW.F5DC.COM
  • 19. User Generate Content   Dedicated content creation   Let consumer speak about your product   Closed community   Quality control   Legal questions   Beyond the traditional Agency Model Property : Marketing plan Strategy UGC How to promote it integration WWW.F5DC.COM
  • 20. User generate content – famous onesAll UGC : 22B viewers in 2007*Source : Accustream WWW.F5DC.COM
  • 21. Social Media Campaign : Be innovative (Please, don’t just put banners…..)  Don’t disturb the community  Bring added value  Give them a reason to follow you  Accept to loose control WWW.F5DC.COM
  • 22. 27 793 UniqlockWidgets 76 countries 71 204 940 views   Easy to transfer   Always on Consumer PC   Indirect way to promote your brand   Give away WWW.F5DC.COM
  • 23. In games advertising  Use brand as a Media, created dedicated game level from your brand / product  Give away some of your brand identity to consumers  Generate Buzz  More profitable than direct advertising (audience specific) WWW.F5DC.COM
  • 24. He did it ! More than 3M supporters 18 targeted games WWW.F5DC.COM
  • 25. WWW.F5DC.COM
  • 26. How to use it : Consumer choice 1)  Use it for a reason 2)  Test 3)  Go indirect 4)  Stop pushing 5)  Inform 6)  Be honest 7)  Integrate in a plan 8)  Capture the information 9)  Reward 10)  Respect WWW.F5DC.COM
  • 27. Brands and Marketers’ dreams…. Product Product The RIGHT ….. Product Product Systems that understands, facilitate information, sales… WWW.F5DC.COM
  • 28. Welcome to Web 3.0 Web 1.0 Web 2.0 Web 3.0 Semantic Web   Web 2.0 without you…   Sorting, organizing   Virtualization of information WWW.F5DC.COM
  • 29. I would like you to understand me…."  From what time 2 what time can I use my off peak car" When can my OPC be used freely on the road  "  How do I bid for the car plate no I want"  Must put bak moni after I sell my flat?"  Whn will 7GST staart"  Am I able 2 change fm a biz to a pte ltd coy WWW.F5DC.COM
  • 30. Faster speed will allow better reachMbit/s WWW.F5DC.COM
  • 31. Welcome to the futureWWW.F5DC.COM
  • 32. Mr Minority Report : Jeff Han WWW.F5DC.COM
  • 33. Mobile link to virtuality   Sekai camera   Social tagging camera   See the world through computer   Bringing social networking into the real world WWW.F5DC.COM
  • 34. Contextual advertising step 1 Selecting your audience based on context Advertising Dynamic inside Advertising semantic data Content Semantic Contextual Search advertising WWW.F5DC.COM
  • 35. Contextual advertising – Media plan   Track who is really watching your ad   Engage consumer   Push specific message based on the audience Property : DGCT Asia Audience Strategy Face Recognition Media adaptation measurement WWW.F5DC.COM
  • 36. Semantic search advertising WWW.F5DC.COM
  • 37. Dynamic advertising content WWW.F5DC.COM
  • 38. Semantic advertising example   Personalized message – Transpromo   Link to strong DataBase   DataMining and dedicated offer Property : Strategy 1to1 message Test Fine tuning WWW.F5DC.COM
  • 39. Are you web1.0 and web 2.0 ready ?Web 1.0 & 2.0 Do you have a Is your website Can we find your Do you engage your Is it (really) integrated website ? optimized ? product online ? consumers in your strategy ?Do you have a website ? How much do you spend Is your online catalog up to How is your intranet Do you have blog ? online ? date ? Do you sell online ? WWW.F5DC.COM
  • 40. Don’t run to the next technology YOU Next big thing THEM   Evaluate your needs   Be ready   Respect   Try   Give control   Listen   Stop pushing WWW.F5DC.COM
  • 41. THANKS WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849