• Save
Future Of Digital Marketing Malaysia
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Future Of Digital Marketing Malaysia

on

  • 2,506 views

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

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

Statistics

Views

Total Views
2,506
Views on SlideShare
2,506
Embed Views
0

Actions

Likes
10
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Future Of Digital Marketing Malaysia Presentation Transcript

  • 1. FUTURE OF DIGITAL MARKETING 2013http://www.flickr.com/photos/83346641@N00/3562071888/neilperkin.typepad.com@neilperkinCURATION, CULTURE, AGILITY
  • 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. http://econsultancy.com/uk/reports/content-marketing-survey-report
  • 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. 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. 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. 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. LikevsLovePolished blockbustervsFast, snackableMessagingvsAmplificationhttp://www.nickburcher.com/
  • 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. Google Panda updateDiscoverability: quality, originality, shareability of content
  • 11. The average half life of 1,000 popular bitly links was 3 hoursShift to always on, and sharp spikes of attention
  • 12. KFC Malaysia
  • 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. 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. 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. http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-gameGAFA
  • 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. 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. Google Search Plus Your World
  • 20. Distributed and Destination thinkingYou have to be on our property for us to monetiseWe can monetise anywhere
  • 21. AlgorithmicProfessionalSocialTHE 3 PILLARS OF CONTENT CURATION
  • 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. The new content curators: social
  • 24. The new content curators: alogorithmicMore than 30 Fortune 500 companies use Percolate, including AmericanExpress, Mastercard, GE and Diagio, paying $10K a month
  • 25. The new content curators: algorithmic
  • 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. Bonfires and Fireworks
  • 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. • Resourcing for projects is purely voluntary• Project leaders pitch developers to generate interest• Engineers decide which projects sound interesting to work onEngineering Culture…
  • 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. Growth HackingProcess for acquiring andretaining users that combinestraditional marketing andanalytical skills with those moreakin to product development
  • 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. 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. Customer experience rather than individual channelsContent calendars, not just campaignsDistributed and destinationNimble, agile supporting structures and cultureTest and learn
  • 35. neilperkin.typepad.com@neilperkinThank you!