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Future Of Digital Marketing Malaysia

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Future Of Digital Marketing Malaysia

  1. 1. FUTURE OF DIGITAL MARKETING 2013 http://www.flickr.com/photos/83346641@N00/3562071888/ neilperkin.typepad.com @neilperkin CURATION, CULTURE, AGILITY
  2. 2. 90% of respondents believe that content marketing will become more important over the next 12 months 73% of digital marketers agree that ‘brands are becoming publishers’. 64% agree that content marketing ‘is becoming its own discipline’. THE GROWTH IN CONTENT MARKETING http://econsultancy.com/uk/reports/content-marketing-survey-report
  3. 3. http://econsultancy.com/uk/reports/content-marketing-survey-report
  4. 4. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. http://econsultancy.com/uk/reports/content-marketing-survey-report
  5. 5. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. http://econsultancy.com/uk/reports/content-marketing-survey-report
  6. 6. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. http://econsultancy.com/uk/reports/content-marketing-survey-report
  7. 7. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. http://econsultancy.com/uk/reports/content-marketing-survey-report ”…brands aren't set up to be publishers. They don't necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience” Josh Sternberg
  8. 8. Like vs Love Polished blockbuster vs Fast, snackable Messaging vs Amplification http://www.nickburcher.com/
  9. 9. Paid Owned Earned ADVERTISING Paid search, display, affiliate DIGITAL PROPERTIES Websites, CRM, microsites, Social presence PARTNER NETWORKS Word of mouth, Digital PR, Influencer outreach Paid placementsAtomisation of content into ads Atomisation of conversation through APIs and social widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
  10. 10. Google Panda update Discoverability: quality, originality, shareability of content
  11. 11. The average half life of 1,000 popular bitly links was 3 hours Shift to always on, and sharp spikes of attention
  12. 12. KFC Malaysia
  13. 13. • Air Asia has one of the highest brand response rates (>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” Kathleen Tan, Regional Head of Commercial, AirAsia Air 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 celebrity After 2 weeks he’s offered a deal to write a Hollywood movie After 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 a modern US Marine infantry battallion?”
  15. 15. Is your brand present at peak moments of interest? Are you ready to create, harness and amplify the buzz around your key launches, 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 to users, 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-game GAFA
  17. 17. http://www.flickr.com/photos/darwinbell/ GAFA & The Vertical Stack Hardware Context (location, social, identity, advertising, recommendation) Messaging Operating System Content (Platforms, Streaming, Cloud) Access (apps & browsers) Payment ecosystems
  18. 18. Hardware Messaging Operating System Content (Platforms, Streaming, Cloud) Access (apps & browsers) Payment ecosystems Facetime, Hangouts, Chat, FB Messenger, Skype integration Context (location, social, identity, advertising, recommendation) Location, Social graph, identity, personalisation & recommendation, advertising Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits Chrome, Silk, Safari, Facebook, Apple Android app ecosystems AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music Apple IoS, Android, Facebook as social OS Chromebook, Motorola, Apple devices, Kindle
  19. 19. Google Search Plus Your World
  20. 20. Distributed and Destination thinking You have to be on our property for us to monetise We can monetise anywhere
  21. 21. Algorithmic Professional Social THE 3 PILLARS OF CONTENT CURATION
  22. 22. The new content curators: professional http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html 3 posts, 50 tweets a day 1,000,000+ Uus 200,000 newsletter subscribers 270,000 followers
  23. 23. The new content curators: social
  24. 24. The new content curators: alogorithmic More than 30 Fortune 500 companies use Percolate, including American Express, 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 month Content 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 you need is that group behaving creatively. And the person with the vision I think is unique, there are very few people who have that vision.. but if they are not drawing the best out of people then they will fail.” Ed Catmull, President of Pixar Creative process involving a large number of people Often from different disciplines Marshalled around a vision Working as a team Creative Culture…
  29. 29. • Resourcing for projects is purely voluntary • Project leaders pitch developers to generate interest • Engineers decide which projects sound interesting to work on Engineering 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 innovation Amazon
  31. 31. Growth Hacking Process for acquiring and retaining users that combines traditional marketing and analytical skills with those more akin to product development
  32. 32. 70% of the content should be low risk, bread and butter marketing 20% should innovate off what works 10% should be high risk ideas that will be tomorrow's 70% or 20%
  33. 33. Goal for live stream viewership was set at 300,000. By the end of the game, it had captured over 9m views, with over 600,000 concurrent users People engaged with the live stream for an average of 28 minutes 66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game
  34. 34. Customer experience rather than individual channels Content calendars, not just campaigns Distributed and destination Nimble, agile supporting structures and culture Test and learn
  35. 35. neilperkin.typepad.com @neilperkin Thank you!

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