Draftfcb SEAsia Digital Workshop: Trends for2010
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The document discusses trends for digital marketing planning in 2010. The five key trends are: 1) augmentation of traditional and digital media rather than isolation, 2) making content work on mobile platforms, 3) social media becoming mainstream, 4) open communities and user-generated content, and 5) users becoming more savvy on platforms like Facebook. When planning a digital marketing strategy, brands should budget at least 20% for digital and integrate it into the overall marketing mix rather than compartmentalizing it. Goals should include both brand awareness and engagement metrics, and pitfalls to avoid include short-term thinking and lack of coordination with traditional channels.
Draftfcb SEAsia Digital Workshop: Trends for2010
- 1. Trends for 2010 Planning for Digital
- 2. Trends for 2010 Planning for Digital
- 4. Augmentation, not isolation 1. More digital as interactive budget get considered into the marketing mix 2. Symbiosis of traditional and new media; leveraging off strong functionalities of each platform 3. Amplification and sustenance via digital, creating campaign long-tail effect
- 5. Trend #2 Make it work on Mobile
- 6. Make it work on mobile 1. Mobile phones become the new on-the-go computers 2. High user acceptance to accessing data when on the move; proven by spike in Facebook and Twitter activities on mobile 3. Phenomenal rise in smartphone penetration in large developing countries; result of cheaper smartphone sets and pre-paid data plans
- 7. Trend #3 Social is now a given
- 8. Social is now a given 1. Result of social networking as an accepted tool of branded communications 2. Sharing culture in online user behaviours aka the viral effect 3. Now not about website as a destination, but about website taken to the destination (audience)
- 9. Trend #4 Open architecture and communities
- 10. Open architecture and communities 1. Forums, blogs, streams, comments, chatters, messages - the open nature of web and how people trade content 2. The Vocal audience become commonplace; digital is the open ground 3. Social media gets accepted as part of a larger digital marketing strategy
- 11. Trend #5 Everyones a Facebook expert
- 12. Everyones a Facebook expert 1. More time spent leads to proficiency and ability to filter out clutter 2. Users get smart in how brands interact with them, and vice-versa 3. Revolution; from one-way to two-way campaign format
- 13. Trends 2010 summary 1. Augmentation, not isolation 2. Make it work on mobile 3. Social now a given 4. Open architecture and communities 5. Everyones a Facebook expert
- 14. Trends for 2010 Planning for Digital
- 15. Planning for Digital 1. Budgeting 2. Goals and success metrics 3. Pitfalls to avoid
- 16. 1. Budgeting 1. 20%. Although there is no standard benchmark. 2. Depending on goals, as high as 40% or higher. 3. Wrong to separate digital away. Budget for digital as you would for any typical media.
- 17. 2. Goals & Metrics 1. Many goals to a digital campaign 2. Brand and product awareness 3. Perception and sentiment management 4. Influencers and opinion leaders 5. CRM tool
- 18. 3. Pitfalls to avoid 1. Compartmentalizing digital 2. Short term execution 3. Lack of long-term strategy 4. Not synchronized with traditional 5. Separated media mix 6. After-thought
- 19. Summary 1. Digital augments traditional marketing techniques and goals 2. Does not replace but enhances reach and effects 3. Avoid compartmentalizing digital 4. Always put it into the mix 5. Make it work on mobile
- 20. Noor Ashikin Aziz noor.aziz@draftfcb.com 17th Floor, Menara IGB Mid Valley City Lingkaran Syed Putra Kuala Lumpur 59200 Malaysia T. +603 2296 3600 F. +603 2283 4143 www.draftfcb.com THANK YOU