FUTURE OF DIGITAL MARKETING 2013http://www.flickr.com/photos/83346641@N00/3562071888/neilperkin.typepad.com@neilperkinCURA...
90% of respondents believe thatcontent marketing will become moreimportant over the next 12 months73% of digital marketers...
http://econsultancy.com/uk/reports/content-marketing-survey-report
LACK OF A STRATEGYOnly 38% of companies have a defined contentmarketing strategy in place.http://econsultancy.com/uk/repor...
LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individualsLACK OF A STRATEGYOnly 38% of companies...
LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individualsCOMPLIANCE & RESPONSIVENESSOrganisation...
LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individualsCOMPLIANCE & RESPONSIVENESSOrganisation...
LikevsLovePolished blockbustervsFast, snackableMessagingvsAmplificationhttp://www.nickburcher.com/
PaidOwned EarnedADVERTISINGPaid search, display, affiliateDIGITALPROPERTIESWebsites,CRM,microsites,Social presencePARTNERN...
Google Panda updateDiscoverability: quality, originality, shareability of content
The average half life of 1,000 popular bitly links was 3 hoursShift to always on, and sharp spikes of attention
KFC Malaysia
• Air Asia has one of the highest brand responserates (>40%)• AskAirAsia:- Dedicated Twitter/FB tab• High use of DMs for 1...
James Erwin, software manual writer from Des Moines, writes a response on Reddit.Within a few hours he’s an online celebri...
Is your brand present at peak moments of interest?Are you ready to create, harness andamplify the buzz around your keylaun...
http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-gam...
http://www.flickr.com/photos/darwinbell/GAFA & The Vertical StackHardwareContext (location, social,identity, advertising,r...
HardwareMessagingOperating SystemContent (Platforms,Streaming, Cloud)Access (apps & browsers)Payment ecosystemsFacetime, H...
Google Search Plus Your World
Distributed and Destination thinkingYou have to be on our property for us to monetiseWe can monetise anywhere
AlgorithmicProfessionalSocialTHE 3 PILLARS OF CONTENT CURATION
The new content curators: professionalhttp://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html3 post...
The new content curators: social
The new content curators: alogorithmicMore than 30 Fortune 500 companies use Percolate, including AmericanExpress, Masterc...
The new content curators: algorithmic
AmEx’s OpenForum took four years to get 1 million people aboard,and now gets over 150,000 unique visitors per monthContent...
Bonfires and Fireworks
“The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what youneed is that group...
• Resourcing for projects is purely voluntary• Project leaders pitch developers to generate interest• Engineers decide whi...
• A way of remaining agile as the company scales• Large number of small, multidisciplinary teams, 8-10 people• Each respon...
Growth HackingProcess for acquiring andretaining users that combinestraditional marketing andanalytical skills with those ...
70% of the content should be low risk, bread and butter marketing20% should innovate off what works10% should be high risk...
Goal for live stream viewership was set at 300,000. By the end of the game, it had capturedover 9m views, with over 600,00...
Customer experience rather than individual channelsContent calendars, not just campaignsDistributed and destinationNimble,...
neilperkin.typepad.com@neilperkinThank you!
Future Of Digital Marketing Malaysia
Future Of Digital Marketing Malaysia
Future Of Digital Marketing Malaysia
Future Of Digital Marketing Malaysia
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Future Of Digital Marketing Malaysia

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A talk given at the Future Of Digital Marketing conference in Kuala Lumpur, May 2013

Published in: Business, Technology

Future Of Digital Marketing Malaysia

  1. 1. FUTURE OF DIGITAL MARKETING 2013http://www.flickr.com/photos/83346641@N00/3562071888/neilperkin.typepad.com@neilperkinCURATION, CULTURE, AGILITY
  2. 2. 90% of respondents believe thatcontent marketing will become moreimportant over the next 12 months73% of digital marketers agree that‘brands are becoming publishers’.64% agree that content marketing ‘isbecoming its own discipline’.THE GROWTH IN CONTENT MARKETINGhttp://econsultancy.com/uk/reports/content-marketing-survey-report
  3. 3. http://econsultancy.com/uk/reports/content-marketing-survey-report
  4. 4. LACK OF A STRATEGYOnly 38% of companies have a defined contentmarketing strategy in place.http://econsultancy.com/uk/reports/content-marketing-survey-report
  5. 5. LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individualsLACK OF A STRATEGYOnly 38% of companies have a defined contentmarketing strategy in place.http://econsultancy.com/uk/reports/content-marketing-survey-report
  6. 6. LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individualsCOMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flowLACK OF A STRATEGYOnly 38% of companies have a defined contentmarketing strategy in place.http://econsultancy.com/uk/reports/content-marketing-survey-report
  7. 7. LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individualsCOMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flowLACK OF A STRATEGYOnly 38% of companies have a defined contentmarketing strategy in place.http://econsultancy.com/uk/reports/content-marketing-survey-report”…brands arent set up to be publishers. They dont necessarily understand the editorialprocess or have the stomach for the length of time it takes to build an audience”Josh Sternberg
  8. 8. LikevsLovePolished blockbustervsFast, snackableMessagingvsAmplificationhttp://www.nickburcher.com/
  9. 9. PaidOwned EarnedADVERTISINGPaid search, display, affiliateDIGITALPROPERTIESWebsites,CRM,microsites,Social presencePARTNERNETWORKSWord of mouth,Digital PR,InfluenceroutreachPaid placementsAtomisation ofcontent into adsAtomisation of conversationthrough APIs and socialwidgetshttp://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
  10. 10. Google Panda updateDiscoverability: quality, originality, shareability of content
  11. 11. The average half life of 1,000 popular bitly links was 3 hoursShift to always on, and sharp spikes of attention
  12. 12. KFC Malaysia
  13. 13. • Air Asia has one of the highest brand responserates (>40%)• AskAirAsia:- Dedicated Twitter/FB tab• High use of DMs for 1-2-1 comms“It really needs huge commitment and resources to manage 24/7 or it may backfire” KathleenTan, Regional Head of Commercial, AirAsiaAir Asia – where customer service & marketing come together
  14. 14. James Erwin, software manual writer from Des Moines, writes a response on Reddit.Within a few hours he’s an online celebrityAfter 2 weeks he’s offered a deal to write a Hollywood movieAfter 2 months he’s become a full time movie scriptwriter“Could I destroy the entire Roman Empire during the reign of Augustus if I travelled back in time with amodern US Marine infantry battallion?”
  15. 15. Is your brand present at peak moments of interest?Are you ready to create, harness andamplify the buzz around your keylaunches, sponsorships and campaigns?Have you built a presence to minimise brand risk and capitalise on new opportunities?Do you have a process that enables real-time decision making and response tousers, memes, other brands, celebs & TV?Source: Twitter Real-time Planning
  16. 16. http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-gameGAFA
  17. 17. http://www.flickr.com/photos/darwinbell/GAFA & The Vertical StackHardwareContext (location, social,identity, advertising,recommendation)MessagingOperating SystemContent (Platforms,Streaming, Cloud)Access (apps &browsers)Paymentecosystems
  18. 18. HardwareMessagingOperating SystemContent (Platforms,Streaming, Cloud)Access (apps & browsers)Payment ecosystemsFacetime, Hangouts, Chat, FB Messenger, SkypeintegrationContext (location, social,identity, advertising,recommendation)Location, Social graph, identity, personalisation &recommendation, advertisingCheckout, Wallet, iTunes, NFC, Amazon payments,Facebook CreditsChrome, Silk, Safari, Facebook, Apple Android appecosystemsAWS, iTunes & iCloud, Facebook content streaming,storage, Google TV, YouTube, MusicApple IoS, Android, Facebook as social OSChromebook, Motorola, Apple devices, Kindle
  19. 19. Google Search Plus Your World
  20. 20. Distributed and Destination thinkingYou have to be on our property for us to monetiseWe can monetise anywhere
  21. 21. AlgorithmicProfessionalSocialTHE 3 PILLARS OF CONTENT CURATION
  22. 22. The new content curators: professionalhttp://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html3 posts, 50 tweets a day1,000,000+ Uus200,000 newsletter subscribers270,000 followers
  23. 23. The new content curators: social
  24. 24. The new content curators: alogorithmicMore than 30 Fortune 500 companies use Percolate, including AmericanExpress, Mastercard, GE and Diagio, paying $10K a month
  25. 25. The new content curators: algorithmic
  26. 26. AmEx’s OpenForum took four years to get 1 million people aboard,and now gets over 150,000 unique visitors per monthContent Hubs
  27. 27. Bonfires and Fireworks
  28. 28. “The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what youneed is that group behaving creatively. And the person with the vision I think is unique, there are veryfew people who have that vision.. but if they are not drawing the best out of people then they will fail.”Ed Catmull, President of PixarCreative process involving a large number of peopleOften from different disciplinesMarshalled around a visionWorking as a teamCreative Culture…
  29. 29. • Resourcing for projects is purely voluntary• Project leaders pitch developers to generate interest• Engineers decide which projects sound interesting to work onEngineering Culture…
  30. 30. • A way of remaining agile as the company scales• Large number of small, multidisciplinary teams, 8-10 people• Each responsible for a focused area of service• Customer-centric, focused improvement, speed of innovationAmazon
  31. 31. Growth HackingProcess for acquiring andretaining users that combinestraditional marketing andanalytical skills with those moreakin to product development
  32. 32. 70% of the content should be low risk, bread and butter marketing20% should innovate off what works10% should be high risk ideas that will be tomorrows 70% or 20%
  33. 33. Goal for live stream viewership was set at 300,000. By the end of the game, it had capturedover 9m views, with over 600,000 concurrent usersPeople engaged with the live stream for an average of 28 minutes66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game
  34. 34. Customer experience rather than individual channelsContent calendars, not just campaignsDistributed and destinationNimble, agile supporting structures and cultureTest and learn
  35. 35. neilperkin.typepad.com@neilperkinThank you!

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