"Talk Think Trust" Integrated Marketing Communications

Power of Straits TimesIn the last major news event you heard about, what was the first source of the information?

Singapore APAC Avg Global AvgTV news channel 25% 22% 27%News website 22% 38% 30%Radio 9% 2% 6%Newspaper 21% 6% 6%Social Network update 9% 6% 6%Friends and family 4% 2% 4%Work colleagues 2% 1% 1%

Source: Global Web Index

Uniquely Singapore!Which of the following sites have you visited online in the past month?

Singapore APAC Avg Global AvgA social networking website 81% 69% 73%A video sharing site 73% 70% 72%A blog/weblog 71% 74% 72%A photo sharing website 67% 68% 69%Chat room/forum 65% 69% 68%Consumer review site 67% 64% 63%Online casino/betting site 68% 61% 64%An online dating site 60% 49% 55%Business news website 22% 15% 25%Digital content store e.g. iTunes 25% 22% 26%News site 30% 14% 22%A question/answers service 20% 17% 24%An online auction site 23% 27% 25%Products/services promotional site 17% 22% 24%A job/employment site 17% 14% 19%A price comparison site 17% 9% 13%A retail website 10% 10% 10%An online encyclopedia 10% 12% 12%

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Good or Bad?Measurement challenges exist

Digital spend < 5% of total Media Spends

Digital impact on Purchase Funnel

Digital delivers 2nd highest ROI after Trade Marketing

Marketing return on investment

Good Intention, Bad Outcome

PAID OWNED

EARNED

Consumer decision making journeyPath to Purchase

AWARENESS CONSIDERATION/EVALUATION PURCHASE

Consumer decision making journeyPath to Purchase

A new visionto help our brands become meaningful

BRAND VALUE

Meaningful Brands

Meaningful Communicatio

ns

QUALITYReal lasting, sustainable value• PRODUCT

Outputs

• PERSONAL WELL-BEINGPersonal Outcomes

• COLLECTIVE WELL-BEINGCollective Outcomes

COMMUNICATIONS

Talk

Think

Trust

Consumer - Centricity at the core

Brand Consumer

TALKWhat the company

(unilaterally) says

THINKConsumer

Experience and Interactions

TRUSTConsumer driven

conversations

Brand Consumer Person to Person

BRAND EQUITY

Communication: from talk to building relationships

TALK THINK TRUSTI Talk WE Talk THEY Talk

What the Brand says

Mass media and touchpoints, classical advertising (spots, print ads, radio, OOH, internet display, video on-line pre-

rolls, sales calls and letters, PR,

sponsorships… )

What the consumer experiences

(Interactions & conversations)

Interaction touchpoints key to the customer

experience (Brand website, SEO, mobile apps,

Sales Force, Costumer Service, Brand Facebook, Brand YouTube Ch, Brand Twitter, Brand Blogs, POS, Loyalty Cards, Sponsored

Links/SEM, call center, coupons…)

What others say about the Brand

Unpartisan, opinions driven by people's conversations and

media (Person-to-person, prescriber-to-consumer

conversation, consumer-driven comparison and ranking sites, Blogs, FB,

Twitter, forums and any other consumer opinions in digital

platforms)

The consumer perspective: unique communication system

Know Consider Evaluate Purchase Use

ZMOT FMOT SMOT

Talk: effectiveness of Advertising

Know Consider Evaluate Purchase Use

BudgetCreativityMedia planningActionable items

EFFECTIVENESS OF ADV

ZMOT FMOT SMOT

Think: quality of experience

Know Consider Evaluate Purchase Use

ZMOT FMOT SMOT

Website, POS,Call Center, etc.

P&S designPackaging, pricingInvestment, etc.Quality Outcomes

QUALITY OF EXPERIENCE

Communication

Know Consider Evaluate Purchase Use

ZMOT FMOT SMOT

Trust: Influence of advocacy

Open Brand-relatedconversation

Brand-promoted ActivityMedia

Coverage

Tone

INFLUENCE OF WORD OF MOUTH

Volume

How communication works

Know Consider Evaluate Purchase Use

BudgetCreativityMedia planningActionable items

EFFECTIVENESS OF ADV

ZMOT FMOT SMOT

Website, POS,Call Center, etc.

P&S designPackaging, pricingInvestment, etc.Quality Outcomes

QUALITY OF EXPERIENCE

Communication

Open Brand-relatedconversation

Brand-promoted ActivityMedia

Coverage

Tone

INFLUENCE OF WORD OF MOUTH

Volume

“Walk-the-talk”

Role of Different Touch PointsAcross Purchase Funnel

Information

Appeal

Evaluation

Purchase

Advocacy

0 10 20 30 40 50 60 70 80 90

TRUST THINK TALK

China

Role of Different Touch PointsAcross Purchase Funnel

Information

Appeal

Evaluation

Purchase

Advocacy

0 10 20 30 40 50 60 70 80 90

TRUST THINK TALK

India

Role of Different Touch PointsAcross Purchase Funnel

Information

Appeal

Evaluation

Purchase

Advocacy

0 10 20 30 40 50 60 70 80 90 100

TRUST THINK TALK

Thailand

Role of Different Touch PointsAcross Purchase Funnel

Information

Appeal

Evaluation

Purchase

Advocacy

0 10 20 30 40 50 60 70 80 90

TRUST THINK TALK

Philippines

Key TakeoutsConventional Mass media like TV and Newspapers are still the most important sources of information for products and services across categories and demographic groups but their impact reduces significantly on Evaluation and Purchase stages of purchase funnel.

There is no ‘panacea’ solution for ‘Evaluation and Purchase’, the touch point

ratings vary radically by demography and product category

Key TakeoutsBased on the TTT study

• Younger consumers access more touch points compared to Older ones, especiallynew-age digital mediums.

• Males access more Talk touchpoints vis-à-vis females• Top 40% income group have greater access to various mediums and thus

interact with more touchpoints, which is quite different from overall APAC wherein cost of access is less of an issue hence lower income brackets actually interact with more touch points in rest of APAC

Trust & Think touchpoints are critical for product perception and purchase but

importance of a specific touchpoint is a function of Product category and

Consumer demographics.

Thank You