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  • 1. Hello@happymarketer.com
  • 2. Hello@happymarketer.com
  • 3. Hello@happymarketer.com
  • 4. Hello@happymarketer.com
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  • 6. Search Discovery Connectivity& The Power of Data Hello@happymarketer.com
  • 7. Digital Mediais revolutionizing our lives! Hello@happymarketer.com
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  • 11. What are some of the trends you observe? Crowd-sourced Off-line & online  integration Localized Personalized Data-driven Social Hello@happymarketer.com
  • 12. Real-time data &integrated digitalmarketingPrantik Mazumdar Partner, Happy Marketer prantik@happymarketer.com Hello@happymarketer.com
  • 13. If I were to ask you, how is Singapore feeling today?Sad? Happy? Ok? What would you say?? Hello@happymarketer.com
  • 14. And how was Singapore feeling during the Budget& Valentines month?J Valentines Day! Hello@happymarketer.com
  • 15. Let’s see what are people in HK searchingfor right now?...... Hello@happymarketer.com
  • 16. And what are they tweeting as we speak?? 03:14   Hello@happymarketer.com
  • 17. Some fun social & mobile trivia!1.  What is the mobile penetration of HK 2.  What is the smartphone penetration of HK? 3.  What is the most expensive iPhone/iPad app? 4.  How many of you’ll use a mobile device while watching TV? 5.  Which country has the highest per capita usage of Facebook by time? 6.  Which is the fastest growing user segment on Facebook in HK? Hello@happymarketer.com
  • 18. We have moved into a real-time information era  People are searching & communicatingthrough real time, social & location-aware mechanism  What sparked this change?? Hello@happymarketer.com
  • 19. The advent of Web 2.0 has transformed& revolutionized the Internet… Web  2.0  encompasses  services  &  applica8ons   that  facilitate  a  two-­‐way  process  to   communicate,  share  and  collaborate   Hello@happymarketer.com
  • 20. Its much more than just Facebook, LinkedIn &Twitter… Hello@happymarketer.com
  • 21. Everyone can be a creator, critic &collector! Hello@happymarketer.com
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  • 24. Social media allows the same consumer to bea producer & your brand ambassador too! Hello@happymarketer.com
  • 25. Hello@happymarketer.com
  • 26. The Internet has democratized information flow.  People & Consumers have the power & choice to communicate, critique,  discuss, share, transact through various social & location-aware mobile tools Brands & companies need to innovate& offer new, relevant ways to live, work & play Hello@happymarketer.com
  • 27. How has this affected the print industry? Hello@happymarketer.com
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  • 34. Why is the 600+ year old  printing press industry  suddenly struggling? Hello@happymarketer.com
  • 35. Discussion Hello@happymarketer.com
  • 36. I wasn’t joking when I said that HongKong folks are mobile & social in toilets;) We are pretty high in the scale! Hello@happymarketer.com
  • 37. Hello@happymarketer.com
  • 38. Today’s agenda….. 1. Asia & HK’s Digital & Mobile Landscape  2. 11 Best Digital Practices for Luxury Brands 3. Different Online Media Advertising Options 4. Operationalizing the Digital Roadmap Hello@happymarketer.com
  • 39. Asia  &  HK’s  Digital  and  Mobile  Landscape   Hello@happymarketer.com
  • 40. Source:  www.thomascrompton.com   Hello@happymarketer.com
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  • 44. Smartphone Penetration in APAC….. •  Singapore – 70% •  Hong Kong – 60% •  Australia – 37% •  USA – 31% Hello@happymarketer.com
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  • 65. Do check out some of these fashion/beauty/luxury pages….. Hello@happymarketer.com
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  • 70. Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
  • 71. Mobile Web Usage Trends….. •  Globally 8.9% of web traffic comes from mobile •  In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16% •  In many other Asian countries, most mobile Internet  users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32% Hello@happymarketer.com
  • 72. Smartphones, mobile web, mobile apps are transforming our lives! Hello@happymarketer.com
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  • 79. Today’s agenda….. 1. Asia & HK’s Digital & Mobile Landscape  2. 11 Best Digital Practices for Luxury Brands 3. Different Online Media Advertising Options 4. Operationalizing the Digital Roadmap Hello@happymarketer.com
  • 80. Lets  talk  luxury  &  lets  talk  digital!   Hello@happymarketer.com
  • 81. What business are we in again? CONTENT PUBLISHING & MEDIA ADVERTISING Hello@happymarketer.com
  • 82. Who are my target audiences?Can digital help me cater todifferent segments? Hello@happymarketer.com
  • 83. SPONSORS& BRANDS BURDA TARGETAUDIENCE Hello@happymarketer.com
  • 84. Key Questions to Discuss & Debate 1. Do affluent consumers consume content &  purchase products online? - If so, which segments & through which channels?  2. Should luxury brands be present online at all? 3. How do we use the web to tell the luxury  brand story? 4. How do we recreate the sensorial experience  of the brand online? Hello@happymarketer.com
  • 85. A broad outlook 1. Traditionally, luxury brands have been hesitant to move online  2. Given Internet’s increased ubiquity & print’s diminishing returns,  more & more luxury brands are going digital 3. Research indicates that affluent consumers, especially the younger lot are avid users of social & digital for consuming information, research, products & services – up to about 70% of HNIs Hello@happymarketer.com
  • 86. Luxury brands must have a strongonline presence… 1. Without or without the brand’s online presence, there are  multiple sources of 3rd party information anyways, that affluent consumers can tap on to.  2. Its vital that the brands themselves have their own authentic voice & presence online else it risks being shadowed 3. What is critical though for the brand to strategize what channels  to use, what assets to create, how to reach the right audience,  how to monetize the assets, how to transform the organization Hello@happymarketer.com
  • 87. 11 best digital practices of high-endluxury brands 1.  Communicate the dream of the luxury brand 2.  Digital as a piece of the larger puzzle 3.  Tell a great story 4.  Be a cultural tastemaker 5.  Provide a trusted guide to lifestyle enhancement 6.  Use history as a way to push forward 7.  Encourage the spirit of competition 8.  Talk to the younger luxury consumers 9.  Offer incomparable services 10.  Use digital to convey exclusivity 11.  Facilitate & encourage social sharing & crowdsourcing Hello@happymarketer.com
  • 88. The spectrum of accessibility andexclusivity…… All luxury brand communications must fall somewhere in between the spectrum Luxury brands by definition must be exclusive. However their value must be recognized and desired by those who cannot attain it. Hello@happymarketer.com
  • 89. Where does digital play a role in? The Internet is found on the principles of accessibility & democracy, luxury brands usually use the media to spread the brand’s dream & mythology Digital’s role in this case is to spread the aspiration, dream & desire to the ‘have nots’ & future potential customers Hello@happymarketer.com
  • 90. #1. Communicate the dream of the luxury brand 1.  Build the brand’s image & mythology online to make it desirable for current & future consumers 2.  Many brands by default try and replicate their in-store retail  experience online without giving a thought about differing online consumer behaviour, access devices, time of usage etc. Hello@happymarketer.com
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  • 95. #2. Digital as a piece of the larger puzzle 1.  The most successful luxury digital campaigns are fully integrated with a larger digital strategy and align with the brand’s values 2.  Digital can be used to support all other touchpoints – including events, campaigns, customer service etc. 3.  The digital space can also help expose past initiatives to people who may have missed them – an alternative source of fulfilment. Hello@happymarketer.com
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  • 98. #3. Tell a great story! 1.  Go beyond aesthetics to create marketing products that add value for the consumer – something that sparks a real social conversation! 2.  Most value-added marketing includes a heavy storytelling component, giving consumers a reason to engage with the brand 3.  The digital space can also help expose past initiatives to people who may have missed them – an alternative source of fulfilment. Hello@happymarketer.com
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  • 101. #4. Be a cultural tastemaker 1.  Elevate the brand’s luxury status by acting as an arbitrator of taste, recognizing and guiding consumers to cultural excellence 2.  In addition to arts & culture, the brand can also take the part in the global community by recognizing pioneers for global good. 3.  Many luxury brands attempt to act as tastemakers for their audience. The most successful efforts work because they align with the brand values and they take an innovative approach to highlighting the content Hello@happymarketer.com
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  • 107. #5. Be a trusted guide to lifestyle content 1.  Be the trusted, preferred source for best-in-class lifestyle content. 2.  Create unique content that grabs people’s attention – either do it in-house, through a content partner or other sponsorship partners 3.  Do not repeat what you are doing via offline – try & complement. Hello@happymarketer.com
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  • 110. #6. Use history as a way to push forward 1.  Luxury brands frequently illustrate and share the brand’s history & heritage and story to help contribute to the sense of craft 2.  They also draw parallels to historic moments outside of the brand to help articulate the points-of-view & opinion 3.  Providing users with a story about what makes the brand special makes the purchase decision more compelling. Hello@happymarketer.com
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  • 115. #7. Encourage the spirit of competition 1.  Affluent folks are competitive and want to win!  1.  Leverage the commaradarie of sport and the excitement and engagement that competition generates.  1.  Contests can tie in with the real world events or event real products to add gravitas Hello@happymarketer.com
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  • 119. #8. Talk to younger luxury consumers 1.  Luxury brands need a strategy to engage the yuppies & 3rd generation royals/elite 2.  Not only are they tech savvy; they could be cultivated as long term potential, loyal consumers 3.  Two prong approach: a) Listen, engage & respond; b) Youth awareness Hello@happymarketer.com
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  • 122. #9. Offer incomparable services 1.  Time is money & the affluent are willing to buy time & service at high costs. 2.  Use digital touch points for exclusive, private, frequent, immediate customer service. Hello@happymarketer.com
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  • 125. #10. Use digital to convey exclusivity 1.  Closed communities & selective services to elite customers 2.  Premium-paid models possible Hello@happymarketer.com
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  • 128. #11. Facilitate & encourage socialsharing & crowd-sourcing Hello@happymarketer.com
  • 129. 11 best digital practices of high-endluxury brands 1.  Communicate the dream of the luxury brand 2.  Digital as a piece of the larger puzzle 3.  Tell a great story 4.  Be a cultural tastemaker 5.  Provide a trusted guide to lifestyle enhancement 6.  Use history as a way to push forward 7.  Encourage the spirit of competition 8.  Talk to the younger luxury consumers 9.  Offer incomparable services 10.  Use digital to convey exclusivity 11.  Facilitate & encourage social sharing & crowdsourcing Hello@happymarketer.com
  • 130. Hello@happymarketer.com
  • 131. Today’s agenda….. 1. Asia & HK’s Digital & Mobile Landscape  2. 11 Best Digital Practices for Luxury Brands 3. Different Online Media Advertising Options 4. Operationalizing the Digital Roadmap Hello@happymarketer.com
  • 132. DriveTraffic Hello@happymarketer.com
  • 133. Drive Traffic Drive Eyeballs Increase Increase  Subs Ad Sales Hello@happymarketer.com
  • 134. DriveTraffic Hello@happymarketer.com
  • 135. Search Engine Marketing/Optimization Hello@happymarketer.com
  • 136. Display Banner Advertising Display Advertising Premium  Run-Of- Contextual Run-Of-Site Buy Network Network Hello@happymarketer.com
  • 137. Premium Buy Hello@happymarketer.com
  • 138. Premium Buy Hello@happymarketer.com
  • 139. Premium Buy Hello@happymarketer.com
  • 140. Premium Buy Hello@happymarketer.com
  • 141. Premium Buy 1.  Usually a fixed spot, fixed time-frame buy with a minimum spend 2.  High Share of Voice & hence great for brand  awareness & creating impact 3.  Typically used by large brands, especially during product launches or promotions 4.  Selling unit: CPM or CPE Hello@happymarketer.com
  • 142. Run-Of-Site Hello@happymarketer.com
  • 143. Run-Of-Site Hello@happymarketer.com
  • 144. Run-Of-Site 1.  Usually non-premium spots other than the homepage 2.  Remnant inventory, dished out randomly and hence low share of voice 3.  Following a big bang launch, used to for campaign sustenance to create stickiness 4.  Selling unit: CPM or CPC or CPA Hello@happymarketer.com
  • 145. Run-Of-Network Hello@happymarketer.com
  • 146. Run-Of-Network Hello@happymarketer.com
  • 147. Run-Of-Network 1.  Usually theme-based, collectivised, non-premium spots other than the homepage 2.  Remnant inventory, dished out randomly and hence low share of voice 3.  Following a big bang launch, used to for campaign sustenance to create stickiness for a niche audience 4.  Selling unit: CPM or CPC or CPA Hello@happymarketer.com
  • 148. Contextual Networks Hello@happymarketer.com
  • 149. Re-Marketing on Contextual Networks isvery powerful Hello@happymarketer.com
  • 150. Contextual Networks 1.  Usually non-premium spots other than the homepage 2.  Remnant inventory, dished out based on the context of the content on the website 3. Following a big bang launch, used to for campaign sustenance to create stickiness 4. Selling unit: CPC Hello@happymarketer.com
  • 151. Social Media Advertising Social Media Advertising Facebook LinkedIn Twitter Hello@happymarketer.com
  • 152. Facebook Advertising - Premium Hello@happymarketer.com
  • 153. Facebook Advertising – Run-Of-Site Hello@happymarketer.com
  • 154. LinkedIn Advertising - Premium Hello@happymarketer.com
  • 155. LinkedIn Advertising – Network Ads Hello@happymarketer.com
  • 156. Twitter for Business! Hello@happymarketer.com
  • 157. Twitter – Promoted Tweets Hello@happymarketer.com
  • 158. Social Media Advertising 1.  The primary benefit is that it is much more targeted to a specific audience based on data 2.  Sold on premium and non premium basis 3. Different kinds of creatives available: Banners,  Videos, Sponsored Stories, Polls etc. 4. Selling unit: CPM or CPC or CPA Hello@happymarketer.com
  • 159. In Display & Social Advertising, creativesare the key to success and there arevarious formats Hello@happymarketer.com
  • 160. And they have varying performanceefficacies…. Hello@happymarketer.com
  • 161. And they have varying performanceefficacies…. Hello@happymarketer.com
  • 162. Global Creative Showcase Hello@happymarketer.com
  • 163. Local Creative Showcase Hello@happymarketer.com
  • 164. Mobile & Table Advertising Click-To- Click-To- Click-To- Click-To-Call Website AppStore SMS Hello@happymarketer.com
  • 165. Mobile Display Advertising Mobile Ads 1.  Global mobile advertising stands at US$3.3B 2.  Asia contributes about US $1.6B to the global revenue (49%) 3.  Mobile Ap Ads, Search Ads, Location & In-game placements are most prevalent.  Hello@happymarketer.com
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  • 175. Case 1: Lancome 1.  Video-Ad Unit led to 75% higher than average CTR 2.  HTML 5 Rich Media  creative featuring Emma Watson 3.  Strong call-to-action: - Get Invited Now - Save to Calendar - Share on Facebook  Hello@happymarketer.com
  • 176. Case 2: HTC Sensation 1.  Rich-media banner ad creative 2.  Engage creative that allowed viewers to try out different features of the new HTC phone virtually 3.  Over 50,000 people tried the virtual experience before launch  Hello@happymarketer.com
  • 177. Case 3: SP Open House Hello@happymarketer.com
  • 178. Case 3: SP Open House Hello@happymarketer.com
  • 179. Case 4: Audi Fashion Festival Hello@happymarketer.com
  • 180. Case 5: Lipton Ice Tea Hello@happymarketer.com
  • 181. Case 6: Starwood Hotels Hello@happymarketer.com
  • 182. How do you buy display ads? Hello@happymarketer.com
  • 183. Publishe r Ad Agency Clients Network Hello@happymarketer.com
  • 184. What are the different pricing models? Hello@happymarketer.com
  • 185. Advertising Pricing Models 1.  CPM – Impression Based 2.  CPC - Click Based 3.  CPE – Engagement Based 4.  CPL – Lead Based 5.  CPA – Acquisition Based Hello@happymarketer.com
  • 186. Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com