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L Watson: The Global/Singapore Review of Data-Driven Marketing and Advertising

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Global DMA research findings on data-driven marketing & advertising confidence, trends and needs presented at Oracle's Modern Marketing Tour 2015 in Singapore

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L Watson: The Global/Singapore Review of Data-Driven Marketing and Advertising

  1. 1. Asian Marketing Technology Landscape Lisa Watson, Chairman 08 January 2015
  2. 2. data technology
  3. 3. The Internet Has Changed the World
  4. 4. Share-a-Coke campaign May 2012 EMEA Coca-Cola Red 800m labels 2011 Australia Pilot Program
  5. 5. Share a Coke in Japan World cup promo
  6. 6. US: Reversed a 10- year decline in consumption AU: Consumption grew by 7% in 2011 Today in 80 countries! Business results
  7. 7. 11
  8. 8. targeted personalized customized accountable data is oxygen
  9. 9. relevance respect
  10. 10. The Global/Singapore Review of Data-Driven Marketing and Advertising (DDMA): A Briefing
  11. 11. Thanks to AllThoseWho SupportedThis Effort July-Sept 2014 - 17 countries - Results Nov 2014
  12. 12. Our Global Panel Included Over 3,000/101 (SG) Senior Marketing and Advertising Stakeholders N = 3,053 Panelists 55.4%
  13. 13. Data Matters: 80%/75% Say It’s Important to Marketing/Advertising – 92%/96% SayThat’s Growing 75.3% 96.6%
  14. 14. Borders Matter Less: Embrace of “Data- Driven” Approach Consistent Worldwide… 4.34 4.22 Sweden South Africa UK
  15. 15. … And Intensifying at Similar Pace/SG 4th Highest 4.66 4.79 Hungary South Africa Germany Singapore
  16. 16. Our Benchmark is High: 77%/71% of Panel Confident in DDMA and Its Growth Prospects 70.8%
  17. 17. Emerging Markets Posted Higher Levels of Aggregate Confidence, On Average 4.24 4.07 India South Africa Brazil
  18. 18. Budgets On the Rise: 63.2% Say Spending Up Over LastYear; 73%/70% Predict Further Growth 70.4% 63%
  19. 19. Data is Digital. Digital is Data: Online Media Tops AmongThose Capturing Share of Spend Max Growth % 1. Mobile apps, msging, UX 2. Addressable TV 3. Digital OOH Max Growth 1. Mobile apps, msging, UX (3) 2. Social engagement (1) 3. Website, ecommerce (2) Max Growth % 1. Addressable TV 2. Social engagement 3. Direct mail, Email
  20. 20. Digital Delivers. It Delivers More Substantial ROI Than “Traditional” Counterparts Top 3 ROI Channels 1. Mobile apps, msging, UX 2. Website, ecommerce 3. Social engagement & Digital display Top 3 ROI Channels 1. Website, ecommerce 2. Mobile apps, msging, UX 3. Social engagement
  21. 21. It’s All About Customers: Majority Say Demand for “Customer-Centricity” Driving DDMA Effort ROI Cust Cen’ty Tech
  22. 22. “Regulation is Manageable: Marketers Aligned with Regulatory Aims… 13.7%
  23. 23. …ThoughTough Regulation Actively Limits Marketers’ Ability to Innovate 2.94 2.85
  24. 24. More $$$, MoreTalent/MoreTalent, More $$$: Advancing DDMA Requires Many Resources 62.1%!
  25. 25. • Data & Technology are inextricably linked in marketing today • Data matters today … tomorrow it will matter more • DDMA budgets are increasing especially in mobile, social, e-commerce … because DDMA delivers ROI • Data regulation is manageable for marketers … unless it’s excessive • Talent & Budget are needed to meet the DDMA needs of tomorrow
  26. 26. www.globaldma.com “The Global Review”: Available for Download Lisa Watson lwatson@dmas.org www.dmas.org
  27. 27. Thank you!

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