F5DIGITAL DigiGen09_The Next Big Thing

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F5DIGITAL DigiGen09_The Next Big Thing

  1. 1. The next BIG thing in theDigital ArenaDigiGen 2009January 20th 2009 WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  2. 2. WWW.F5DC.COM
  3. 3. We are all becoming more CREATIVE WWW.F5DC.COM
  4. 4. Regardless of the next BIG THING ! PUSH THE RIGHT BUTTON WWW.F5DC.COM
  5. 5. Consumer needs first, not technology WWW.F5DC.COM
  6. 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. 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. 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. 9. You can even increase your cost ! $1.53 Payment + $480/yr $1.10 Response rate + 5% Cust acq costs - 21% Revenue +10 million WWW.F5DC.COM
  10. 10. Evaluate Media through multiple factors Campaign process evaluation BEFORE Press Television Online Mobile AFTER Cost Risk Brand relevancePrepare the campaign Consumer relevance Campaign relevance Integrated in plan Maximize the investment Targeting Privacy Follow up action Consumer data WWW.F5DC.COM
  11. 11. Asia compared Rest of the World Series 1, Mobile Users, Series 1, Internet users, 43% 40% Series 1, Mobile PR, 39% Series 1, Mobile Spends, 29% Series 1, Internet PR, 15.30% 580M 1.5B 1336M$Source : internet worldstats.com, GMID, eMarketer, wireless intelligence Q308 WWW.F5DC.COM
  12. 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. 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. 14. 3+2 groups IPR% # internet users 25M Log scale 60M 250M GDP/CapitaSource : CIA.com, internet worldstats.com WWW.F5DC.COM
  15. 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. 16. In addition to that, technology evolves   Information jump   Demographic jump WWW.F5DC.COM
  17. 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. 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. 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. 20. User generate content – famous onesAll UGC : 22B viewers in 2007*Source : Accustream WWW.F5DC.COM
  21. 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. 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. 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. 24. He did it ! More than 3M supporters 18 targeted games WWW.F5DC.COM
  25. 25. WWW.F5DC.COM
  26. 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. 27. Brands and Marketers’ dreams…. Product Product The RIGHT ….. Product Product Systems that understands, facilitate information, sales… WWW.F5DC.COM
  28. 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. 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. 30. Faster speed will allow better reachMbit/s WWW.F5DC.COM
  31. 31. Welcome to the futureWWW.F5DC.COM
  32. 32. Mr Minority Report : Jeff Han WWW.F5DC.COM
  33. 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. 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. 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. 36. Semantic search advertising WWW.F5DC.COM
  37. 37. Dynamic advertising content WWW.F5DC.COM
  38. 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. 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. 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. 41. THANKS WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849

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