#5CMC: Presentatie Rosemarie Wallace


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#5CMC: Presentatie Rosemarie Wallace

  1. 1. Look East Customer Media Congress, 17 November 2010 Characteristics of media consumption in Asia and what it means for custom content
  2. 2. What I‟d like to share with you Some “fast facts” about the growth of the region How media consumption habits are shaping the landscape for marketers and communications companies in the Asia region A brief overview of the state of the custom media industry and how the industry is evolving Thoughts and observations on custom content in the battle for loyalty in a rapidly changing landscape
  3. 3. About the presenter Co-founder and CEO of Novus Media Solutions , a Singapore-based custom content and communications company set up at the end of 2009 with the aim of delivering great content solutions across all channels 19 years in Asia – Hong Kong and Singapore – working as COO of the Economist Group and then MD of Reader’s Digest Asia Started career in PR and marketing for high tech industry in UK and France
  4. 4. The rise of the mass affluent across Asia
  5. 5. Disposable incomes US$5,000-15,000 2000 http://blog.euromonitor.com/2010/03/emerging-focus-rising-middle-class-in-emerging-markets.html Low % of population in emerging economies with disposable income
  6. 6. Disposable incomes US$5,000-15,000 2010 http://blog.euromonitor.com/2010/03/emerging-focus-rising-middle-class-in-emerging-markets.html % of disposable income within middle class increased in last 10 years
  7. 7. Consumption increasing across Asia‟s emerging markets In 2010, China, India, Vietnam and Egypt will see the highest annual increase in per capita consumer expenditure in the EMEs in real terms rising by 8.6%, 7.1%, 5.7% and 5.5% respectively; The new middle class is keen to consume. Vietnam's, India's and Philippines' consumer markets are fuelled by young professionals who spend on electronic goods, communications and transportation But there is no such thing as “the Asian consumer” ! http://www.economist.com/node/13900125?story_id=13900125
  8. 8. Magzines 3.0 hours TV 16.9 hours Newspapers 4.2 hours Radio 10.5 hours Internet 18.5 hours Aged 25-35 Media Consumption across Asia http://advertising.microsoft.com/asia/SupportCenter/ResearchLibrary.as px?pageid=2588&Adv_ResearchReportID=597 Top/middle management show high engagement of internet. 15 hours a week on the Internet VS leading position of TV (18 hours). Magzines 3.7 hours TV 15.2 hours Newspapers 5.9 hours Radio 10.6 hours Internet 20.8 hours Top/Middle Management
  9. 9. Asian consumers‟ digital diet Activities Asians can‟t live without 75% 49% 4% 21% 52% 66% 26% 26% 43% 51% 11% 44% 6% 42% 13% 48% Using instant messenger Usingweb-based email Contributing to a social networking website Watching TV China (a) India (b) Singapore (c ) Japan (d)
  10. 10. Digital natives in china These people are very comfortable with digital content Older generations may still like print
  11. 11. Internet penetration http://www.internetworldstats.com/stats3.htm Internet in Asia . Top 10 countries 2009
  12. 12. Internet penetration in Asia vs. rest of world http://www.internetworldstats.com/stats3.htm Internet in Asia . Top 10 countries 2009 Pop. (2010 est.) % Pop. of World Internet users, latest data Penetration (% Pop.) User Growth ( 2000-2010 ) Users % of World Asia Only 3,834,792,852 56.0 % 825,094,396 21.5 % 621.8 % 42.0 % Rest of the World 3,010,817,108 44.0 % 1,141,420,420 37.9 % 362.7 % 58.0 % WORLD TOTAL 6,845,609,960 100.0 % 1,966,514,816 28.7 % 444.8 % 100.0 % 42.2% 57.6% Asia, 42.4% Rest of the World 57.6% No. of internet users
  13. 13. Custom publishing in Asia
  14. 14. Defining the industry No industry body in any Asian market No formal data Publishers and agencies offer content and to varying degrees the platforms More established companies grew out of the in-flight market New entrants through start-ups and international expansion Increasing demand for custom content – everything from magazines thru’ to video, digital and mobile but no “hard” data Difficult to find case studies documented
  15. 15. Revenue vs loyalty One of the greatest challenges for the industry is that there is a still a significant number of clients in Asia that regard custom publishing as a magazine which exists to raise revenue. Minimum guarantees can be onerous and damaging Selling in custom publishing as loyalty medium is challenging
  16. 16. Postal reach One of the major barriers in launching custom publishing in Asia has been incomplete data and very limited databases, as well as challenges with postal services to reach readers. Online and mobile provide opportunities to circumvent this problem.
  17. 17. Diverging media Custom Magazine Newsletter eNewsletter eBook Program White Paper Programs Web Content Portal Webcasts Blogs Social Communities Custom publishing has become fragmented
  18. 18. Spend online vs traditional Source: Neo@Ogilvy The digital divide
  19. 19. Cost of digital publishing Online gives marketers reach to an enormous Asian audience, but won‟t necessarily be cheaper to deliver. Clients still need to invest in the technologies and quality content Budget spend needs to cover different formats and platforms
  20. 20. Growing number of authors Indirect competition has grown -INTERNAL CONTENT
  21. 21. Converging platforms No matter what the media, its all going mobile
  22. 22. Penetration of 3g in South East Asia
  23. 23. Penetration of 3g in Singapore
  24. 24. Digital strategy No matter what the media, its all going mobile
  25. 25. If everything is going digital, what are the most influential online sources?
  26. 26. Linear influence model Once upon a time when it was simple
  27. 27. Disrupted influence model Influence can come from anywehere, any time.
  28. 28. Asians are participating in social media %population of men and women
  29. 29. Portion of internet users who have published blogs, web pages, articles, stories, videos, or audio / music on social platforms Asians love creating content
  30. 30. Influence of social media Asians trust social media above traditional
  31. 31. What does social media mean for custom publishing?
  32. 32. Key industries influenced by social media % of those who searched before purchasing
  33. 33. Asians share brand messages online Have forwarded a link from an online ad
  34. 34. Example of custom publishing Banyan Tree
  35. 35. Custom publishing Very niche – which works well for custom content. Small, exclusive, high quality villas Target experiences that Sheraton and Shangri-La groups could not provide. Created a loyal customer base – exposed their differentiation through custom content.
  36. 36. Asians share brand messages online http://www.banyantree.com/en/ No advertising. Maximised photography budget.
  37. 37. Asians share brand messages online http://www.banyantree.com/en/ Experiential content
  38. 38. Example of custom publishing Caltex Supa Strikas
  39. 39. Custom publishing Very successful sponsorship deal for Caltex Caltex created a custom content comic book (free + no ads) Available only at Caltex service stations Kids „pester power‟ drove parents to garages to pick up the freebie While parents are there they refuel with Caltex pumps.
  40. 40. Growing competition Supa Strika content is available in printed booklet, video and events. This example in Thailand, where Redbull hold the sponsorship rights
  41. 41. Example of custom publishing IKEA friends newsletter
  42. 42. Growing competition IKEA globally prides itself on its instore experience and comprehensive catalogue. Communications are generically rolled out across all markets. In Singapore however, IKEA introduced a loyalty component called Friends. http://www.ikea-friends.com/home/default.asp
  43. 43. Growing competition http://www.ikea-friends.com/home/default.asp Cover of enewsletter
  44. 44. Growing competition http://www.ikea-friends.com/home/default.asp Retail, but effective. Products are sold through experiences and ideas.
  45. 45. 3 take aways from this presentation
  46. 46. The opportunities are significant for both brands and custom media but there are challenges for both marketers and content companies alike. Rising consumption and the development of the mass affluent segment offers opportunity for brands but this is juxtaposed by limited brand loyalty Traditionally lower levels of trust for anything that is perceived as advertising means that understanding and leveraging social media is key to success as part of the overall channel mix. No-one necessarily has all the answers – brands and publishers alike are learning Clients still need to be “educated” on the need to see quality content as key to more effective communications. It‟s getting both the channels and the content right that will deliver the winning formulas for both brands and the custom media business.
  47. 47. If you do not change direction, you may end up where you are heading. Lao Tzu