2013 digital, what to do ?

© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012

A member of F5DIGITAL Group

Yahoo Keynote introduction Bali April 2012

Digital Marketing Trends 2012

© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012 2

FRANCE HONG KONG

SOUTH KOREA SINGAPORE

NATIONAL ORGANIZATION

SALES ROLES

EUROPEAN HEADQUARTERS GLOBAL BU ASIAN HQ

NATIONAL

PRODUCT MARKETING – STRATEGY – MARKETING

CLIENT SIDE AGENCY

MANAGEMENT

1993 1994 1997 1999 2001 2005 2006


MARKETING IN THE DIGITAL WORLD

DRIVING MARKETING EFFECTIVENESS

MAINTAINING DIGITAL ASSETS

© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012 4 © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012


BRUTAL HONEST TRUTH MARKETING STRATEGY

5 © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012


TRENDS FOR 2012

WHAT CAN I SAY ?



YOU ARE THE PIONEERS OF DIGITAL !

YOU HAVE TRIED EVERYTING

BIG AGENCIES PROVIDING ADVICES

MASSIVE MARKETING BUDGET

BIG TEAMS, NOT SO BAD BUDGET..:=)


WHAT DOES IT

LEAVE ME ?


300 000 PERSON INVOLVED



300 000 PLAYERS FOR LAST WE OPEN BETA

© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012 12 12 © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012


MAY 15th 2012 WARNING : ANY ATTEMPT TO CONTACT ME THAT DAY WILL RESULT IN SERIOUS DAMAGES


IT IS NOT A TREND ANYMORE, IT IS AN OVER USAGE… !

LET’s ASK MADAME PYM

THE NEXT TREND IS…..SOCIAL MEDIA …!


EVERY YEAR SINCE 2009 , WE HEAR IT …!

LET’s ASK AGAIN MADAME PYM

THE NEXT TREND IS…..MOBILE !


AAAAH ??? WHAT DO YOU MEAN ?

LET’s ASK AGAIN MADAME PYM

THE NEXT TREND IS…..WASTING MONEY.. !


2004

$5M

2005

$30M

2012

$1B


CONCLUSION ?

CONGRATULATIONS GUYS, YOU ARE BETTER BUSINESSMEN THAN MARK….

I WOULD BE FLICKR CEO, I WOULD STILL BE VERY SAD…


MADAM PYM CHECKS YAHOO CLUES !

THE NEXT TREND IS…..


YAHOO CLUES RESULT

THE NEXT TREND IS…..MMMHHHH ?

§ NICOLETTE SHERIDAN

§ DONOVAN MCNABB

§  SHERRY WHITFIELD

§ BRITANNY KILLGORE


SO I DECIDED TO COMPARE IT WITH MY NAME


GREGORY BIRGE


THERE IS FOR SURE A REAL FACT



INNOVATIONS

CONNECTED DEVICES

INTERACTIVITY

§ 

§ 

§ 

§ 

TECHNOLOGY WILL NOT STOP….


WE HAVE MUCH MORE TOOLS NOW


CREATE WOW EFFECT

MORE POTENTIAL MEDIA SPACE

MORE ACCESS

§ 

YES , IT GIVES YOU MORE WAYS TO:

§ 

§ 


BTW THIS IS ACTUALLY THE PROBLEM



They have

MORE CHANNELS

We have

LESS

TIME INFORMATION CHOICES

CONNECTIONS VOCAL WE MIGHT HAVE MORE TOOLS BUT LESS TIME TO REACH THEM


USING DIGITAL AS WMD WEAPON MASS DISTRIBUTION

32

USING MORE TOOLS DIGITAL

MARKETING

SEND MORE INFORMATION TO MORE PEOPLE - FASTER


WE ARE JUST FINDING SMARTER WAYS TO ADDRESS MORE INFORMATION TO MORE PEOPLE



AND THIS IS A REAL TREND STARTED SOME YEARS AGO



SO WHAT TO DO ? IS IT ROLE OF DIGITAL ?



WAY TO

MAINTAIN

DIFFERENTIATION

36

DIGITAL AS A WMD

FEWER SELECTED - BETTER RESULTS © F5DIGITAL Consulting


CUSTOMERS BRANDS YOU CUSTOMERS ARE ALL OVER THE PLACE AND VOCAL, YOU HAVE LESS TIME TO GET A MESSAGE THROUGH OR TO CONVINCE ME


IT MEANS, TO BE VERY PRECISE

38

IN OUR MARKETING 38 © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012


BRANDS USED TO BE IN CHARGE

© F5DIGITAL ™ Consulting 2012 – New brand role


CONSUMERS ARE NOW IN CHARGE



SPOT CONSUMER

LET THEM FLY

BRING THEM BACK TO BASE



CONCRETELY ? HOW TO DO IT ?



MARKETING IN A DIGITAL WORLD



MARKETING EFFECTIVENESS


EFFECTIVENESS

EFFICIENCY

EFFICACY

DOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECT

DOING THINGS THE MOST ECONOMICAL WAY

GETTING THINGS DONE


WHAT IS IT ?

WHOSE JOB IS IT ?

YOUR TEAM

§  Launching a website

§  Launching a social campaign

§  Launching web banner

§  Creating an event

CREATIVE IDEA TACTIC

TV WEBSITE

EFFICACY

GETTING THINGS DONE


EFFICIENCY

DOING THINGS THE MOST ECONOMICAL WAY

WHAT IS IT ?

WHOSE JOB IS IT ?

YOUR CFO

§  Saving money

§  Reducing budget

§  Reducing cost $20M


EFFECTIVENESS DOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECT

§  I HAVE A PROBLEM TO SOLVE

§  I DEFINE CLEARLY MY OBJECTIVES TO ACHIEVE (MEASURABLE)

§  I CHOOSE A DEDICATED TOOL TO SOLVE THAT OBJECTIVE

§  I MEASURE THE EFFECT


WHICH OF THE TOOLS IS MOST RELEVANT TO SOLVE MY PROBLEM ?



CHOICE BASED ON MAXIMIZE IMPACT

SELECTED TACTIC

BETTER IMPACT HIGHER RESULTS SHORTER TIME INCREASED ROI


Financial evaluation

Σ (C) ≤ (M×V2)t ALL ELEMENTS INCLUDED IN MY CAMPAIGN §  CREATIVE

§  DIGITAL

§  PRODUCTION §  ….

MARGIN GENERATED BY MY PRODUCTS

CAMPAIGN PERIOD

EXTRA VOLUME GENERATED

© F5DIGITAL Consulting


Maximizing an impact

Σ (C) ≤ (M×V2)t Max α R.O.I R.O.M.I NPS α


EFFECTIVENESS DOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECT

WHAT IS IT ?

WHOSE JOB IS IT ?

OUR JOB

Σ (C) ≤ (M×V2)t

MEASURE THE RETURN ON INVESTMENT




PROCESSED DRIVEN MARKETING


PROCESS DRIVEN MARKETING

IS NOT A

CREATIVE IDEA 55 © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012


SIMPLIFIED PURCHASE FUNNEL

ATTENTION

INTEREST

DESIRE

ACTION

POST

ATTENTION

INTEREST

DESIRE

ACTION

POST

SOCIAL MEDIA

IT MEANS WE CONSTANTLY START FROM THE SALES FUNNEL PRINCIPLES



Digital Tool Role Digital Tactics SIMPLIFIED PURCHASE FUNNEL

ATTENTION

INTEREST

DESIRE

ACTION

POST

! Blogs !  Forums !  Search optimization ! Webinars ! Videos/photos in SM ! Mobile apps ! Microsites

!  Endorsement mktg. ! Digital TV PPL ! Digital brand stores ! Co-op with platforms ! Reward programs

!  Sales promotions !  Incentive programs ! Value accumulation

!  Social Networks !  Social Media ! GPS-Based apps ! Blogs !  Forums !  Endorsement mktg. ! Webinars ! Referral programs

Experience Amplification

enablers SOCIAL MEDIA

!  Social media adverts ! Online banners !  SMS/MMS-blasts ! eDM ! GPS-based apps ! App advertisements ! Game advertisements

DIGITAL MEDIA AND DEVICES

Reach and initial action

Involvement process initiation

Persuasion and emotion building

End-action flow conversion

Customer engagement and commitment drive

!  Full range of tools which can be targeted towards the customer.

! Rewarding programs

Traditional Tactics Traditional Roles

TRADITIONAL MEDIA AND DEVICES

Brand awareness

Involvement process initiation

Instant end action drive

! DRTV !  Exhibitions !  Seminars ! Public events ! Mailorder catalog !  Targeted mails ! Geo door drops

!  Flasgship stores !  Endorsement ! Co-op bundle !  Take one ! Product placement

! POS material !  Telemarketing ! Product sampling ! Roadshow !  Sales force contact

!  Sports, hobby clubs ! Business clubs ! Multilevel marketing !  School, education ! Parent organization ! After sales

! ATL ! Public relationship ! Co-Op !  Flyers, hands out !  Sponsoring !  Free stand materials

! Rewards program !  Loyalty programs ! Membership cards

Persuasion and emotion building should be

covered here as well

Amplification experience

© F5DIGITAL Consulting Pte Ltd – 2011 simplified sales funnel

Customer instant action and post action to be

planned at the same time


Within that journey §  Dedicated role §  Dedicated objective §  Dedicated impact

IN

OUT

© F5DIGITAL Consulting 2011 – Touchpoint responsibility


BUT THIS IS NOT ENGAGEMENT

LISTING ALL ACTIVITIES THAT WILL HAPPEN IN A CAMPAIGN §  eDM §  MOBILE APP §  SOCIAL §  TV §  BANNER §  CONTEST §  WEBSITE

MISSING CTA

MISSING MAPPING

MISSING ROI - TARGET

THIS IS THE START…

ISAAC NEWTON – 1728 - CANNONBALL


TV Ads

Mobile App

Store Front TV Ads

Mobile App

Store Front

BUT THIS IS NOT ENGAGEMENT

THIS IS AN ENGAGEMENT PLAN

§  ALL ACTIVITIES ARE PLANNED AHEAD

§  REGARDLESS OF INDIVIDUAL ACTIVITY, ADDITIONAL CTA IS ADDED

§  ENOUGH TRACTION IS HAPPENING AT ACTIVITY TO DRIVE CUSTOMER TO THE NEXT STEP

§  EACH STEPS IS MEASURED INDEPENDENLY AND TOWARDS END GOAL

LISTING ALL ACTIVITIES THAT WILL HAPPEN IN A CAMPAIGN §  eDM §  MOBILE APP §  SOCIAL §  TV §  BANNER §  CONTEST §  WEBSITE

© F5DIGITAL ™ Consulting 2012 – Digital velocity


Mapping the entire campaign UPFRONT

Search

Banner

eDM

Social Media

Website

Promotion

Experience Product

Online Store

Registration

Purchase

DB

eDM – Follow-up

eDM – Up-Sell

eDM – Cross Sell

Unidentified Traffic



Actual example

Philips Website

Social Media

Offline POS

PFR Website

Experience Journey

Member through product

registration

Simple member

registration

Single Member

Adding Family

Members

Single Member

Member DB

Adding Family

Members

Register

Register

Thank you eDM to

registrants

Reminder eDM to non-

registrants

Member interaction

eDM

Drive Point Redemption

Drive online Point Redemption

Drive offline POS Purchase

Drive Website re-visitation – push

contents

Drive Social Media

Experience

Drive Engagement

Actions

Member DB

Analyze Results, channel

performance and member

behavior

Define and customize next

eDM contact and contents

Define and customize next

eDM contact and contents



Defining touch points and their roles

Online Shopping BARS POS Travel Retail

Department Stores

eDM DM

Online Banners Search

Events and Road Shows

ATL Advertising

Sales Promoter Support

Online Purchase

Offline Purchase

PERNOD RICARD

Transaction Recording

Tra

nsa

ctio

n R

ec

ord

ing

Response Enablers

Inspired Conversations

WOM Wikipedia Facebook YouTube Flickr Forum, Blog,

Cafe MSN

Brand Perception

Database

SMS/MMS

BRAND



Legend !  Gray color : Traditional offline !  Orange color : Print Digital impact !  Blue color : Website / platform !  Green color : Communication !  Brown color : Mobile content !  Black color : Digital display

5

INITIATION

CDL

AGENTS

CUSTOMERS

CONSIDERATION EVALUATION VISITS SALES HAND OVER

Investment willingness

Market Assessment

Personal research

Ask for information

Visit website

Organize visit

Visit showroom

ADMINISTRATIVE

First meeting

Property research

Fine tuning

Visit decision Purchase decision

Document preparation

Bank

Lawyers

Agent informed

Support preparation

Signature of sales

Key handover

2-3 years

CUSTOMER JOURNEY

EXPECTATIONS

TOUCH POINT and BELATED ROLES

CUSTOMER EXPECTATIONS

!  Easy access to information

!  Wide range of channels available

Moving preparation

!  Have confidence with the agent

!  Reassuring his own decision

!  Finding accurate and relevant information

!  Support to narrow the choices

!  Be reassured in the visit process

!  Confirm his right selection and choice

!  Selecting the right property

!  As easy as possible

!  No troubles at all

!  As fast as possible

!  Be recognized and valued

!  Get informed on progress

!  Support if move in

!  Recognized when get key

TRADITIONAL TOUCHPOINTS

ADDITIONAL DIGITAL

TOUCHPOINTS

Showroom !  Inspire before purchase !  Generate desire

Brochure !  Inspire before purchase !  Generate desire

Newspapers and flyers !  Property more specific push

mass marketing to drive interest

ATL - OOH !  Mass communication !  Generate brand image and

interest

Financial institutions !  Get budget ready

Legal institutions !  Get paper work & stamps ready

CDL Showroom !  Get comfortable setting to close

the deal

CDL Key collection office !  Recognize customer !  High value contact

QR codes and unique URL !  Give more intimacy to property !  Give more multimedia content !  Generate increased desire !  Track origin of research

Website !  Ease the selection process !  Organize his content !  Capture information !  Track property researched

QR codes and URL links !  Push dedicated content !  Capture data !  Track source of content

!  DM and eDM !  Follow up after site visit !  Generate envy to visit

showroom

Personal research

Website !  Show the entire extent of the

options !  Give confidence

Dedicated tools on web !  Articles !  Calculators to reassure the

customer in his choice

Mobile app !  Ease the booking !  Ease note taking !  Ease sharing of information

DM and eDM !  Follow up after showroom visit !  Thank you and recognition !  Tracking

Digital touchpoint !  More interactivity !  More explanations if needed on

features

E N G A G E M E N T© F5DIGITAL Engagement 2011 – Reproduction strictly forbidden

DM and eDM !  Confirmation of documents !  High quality 1:1 handovers

Website !  Provide support !  Ease process

DM and eDM !  Key progresses !  Final thank you

Website !  Keep track !  Ask questions if needed !  Dashboards

Mobile app !  Keep track

© F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012 65 6

Customer and Lead DB

Direct Mails to targeted Lists

TRADITIONAL MEDIA

Broad Market Magazines

Broad Market Newspapers

SPEc Interest Magazines

Free Standing Inserts

“Out of Home” Initiatives

Construction Site Ads

Flyer and Handouts

Roadshows

Bus and Train

Posters

Radio / TVC

eDM to targeted Lists

Content on third party sites

SMS to targeted Lists

Broad Digital Initiatives

Search Engines

Online Banners

Social Networks

Blogs

Forums

Events Social Media Platforms

PROPERTY PORTALS

HDB Sites on living in

Singapore Initiatives from Competitors

CDL Initiatives

Expat Portals

Intl. School Websites

Job Sites

Business Associations

Business Clubs and Institutions

Loan and Banking Websites

Family Friends Opinions

Property Magazines

Agents for Counseling

Agent Websites

Forums

Blogs

Maps

Mobile Apps

Corporate Website

Access to general, browsing related touch

points.

Property specific Pages and Microsites

Independent Agents

Request Information Materials

Phone Call for more Information and Inquiries

Registration for Information Updates

VISIT AGENT VISIT SHOWROOM

Lead DB

Follow-up Calls Brochures and Info Materials

Follow-up Direct Mails

Sales Negotiations

Contract End

Co-Marketing Initiatives

Search

EDB

Check CPF and

financial Resources

Exclusively appointed

Agents

Follow-up Meetings

Follow-up Calls Brochures and Info Materials

Follow-up Direct Mails

Follow-up Meetings

CPF Lawyer Bank Insurance

Customer DB

Update and Payment Process

Key Handover

URA

Direct Mail

BROWSE FOR GENERAL PROPERTY INFORMATION

EXPLORE AND EVALUATE VARIOUS PROPERTIES

NEW MEDIA

CUSTOMER JOURNEY FLOW MAPPING FROM THE FIRST COMMUNICATION TO THE END DELIVERY OF THE KEYS

E N G A G E M E N T© F5DIGITAL Engagement 2011 – Reproduction strictly forbidden





DASHBOARD BUSINESS RESULTS


DOES IT LOOK FAMILIAR ?


GETTING METRICS IS NOW VERY EASY

QUESTION IS WHAT TO DO WITH IT ? 68 © F5DIGITALTM Consulting – Reproduction even partial , forbidden without approval - Digital Marketing Trends 2012


VERY SIMPLE PROBLEM

10% 90% SYSTEMS ANALYZE

WE ARE DOING TODAY THE EXACT OPPOSITE


AS A CLIENT : YOU HAVE NO TIME

YOU NEED TO HAVE VERY CLEAR VIEW

BUSINESS INSIGHTS,RECOMMENDATION

TO MAKE THE DECISION


41 1

Member acquisition At least 36,000 members have been naturally acquired through referrals, at POS and through organic site traffic without further investments.

Referrals For every acquired member, 4.2 additional consumers are introduced to the program.

One member recommends xxx to 4.2 other consumers

88%

88% of all members are naturally grown.

Return on invest (ROI)

Program sustainability xxx in its current stage has proven to be a strong platform that initiates product consideration and drives purchase. Even though re-purchase values, caused by xxx, can only be assumed, it can be clearly said, that a substantial portion of these repurchases are triggered and caused by the engagement activities of the xxx program. The following facts, support this statement: !  93% of all members are looking for a

special sales offer.

!  At least 66% of all members consider the program as relevant and are visiting the site frequently without the need of being reminded.

!  Being engaged, in average a consumer recommends the program to 4.2 other people.

Finally, the fact, that xxx has already achieved an ROI of 256.6% in its basic form, it is clear, that with a slight increase of member acquisition initiatives and program deliverables, the ROI of 2011 will definitely exceed the 300% mark.

Recommendation The xxx consumer engagement platform has proven its value regarding driving sales but also regarding its power to inspire consumers and to drive product consideration. This ultimately translates in the full achievement of acquiring consumers and to engage them with the xxx brand and its products. Given the high ROI in the first year, we strongly recommend to continue the xxx program in 2011 with an increase of program deliverables.

Value per re-purchased product The redemption of vouchers is only used for smaller products. In general we can assume that members continue to accumulate points until the point status grows to a more substantial amount.

Voucher redemption

Online store redemption

Repurchase

SGD 112.58 / per voucher SGD 142.60 / per redemption

SGD 241.40

Incremental IVM – Voucher redemption

Incremental IVM – Online redemptions

Incremental IVM – Repurchase

Total incremental IVM

Total costs – F5Digital, Production, xxx

ROI - 2010

90,361

17,608

923,365

1,031,335

659,000

56,50 % Total net return 372,335

xxx has achieved in its first year an ROI of 256.6%, which can be considered as an outstanding result. Given the current status of the program and its added values for the consumer, this result is very likely to be increased within 2011.

Content relevance 66% of members re-visit the site simply because they are looking for new sales offers. The high click rate on products clearly indicate that theses members are likely to consider a purchase. This consideration has, to a large degree, been triggered by the xxx program.

Communication relevance The average click through rate of members of 54% clearly indicates that xxx has been relevant throughout their entire membership period.

Acquisition Existing Members

65.0% 39% 35%

54% 31%

66%

93%

93% search

for special

sales offers

66% of

members visit xxx naturally without an e-mail reminder

Open rate Open rate

Click through

Click through

+ 11%

+ 74%




TO BE BANNED IN 2012

1 NON RELEVANT / MASS INFORMATION

ANY INFORMATION MUST BE ENTIRELY 1:1

2 NON UPDATED CONTENT

DIGITAL PLATFORMS REQUIRE UPDATES – LIVE -

3 PRODUCT AND BRAND INFORMATION

CONTENT AND CONSUMER BENEFIT DRIVEN

4 STARTING ANY PITCH REVIEW WITH CREATIVE

OBJECTIVE – STRATEGY – MEASUREMENT - KPI


MAY 1st

1030PM

INTERVIEW

CONCLUSION : WANT HAVE FUN ?


www.f5digital.com I [email protected] I T: +65 6536 9766

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2013 digital, what to do ?

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