The document discusses emerging trends in digital media and consumer technology. It notes that new media increasingly allows for more targeted and personalized experiences. The document provides advice on how companies can adapt to these changes, such as focusing on consumer needs over technology, testing new approaches, and giving consumers control and choice. It also highlights emerging technologies like semantic search and contextual advertising that may allow for more customized advertising experiences based on a user's interests and online behavior.

1. The next BIG thing in the
Digital Arena
DigiGen 2009
January 20th 2009
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Gregory.birge@f5dc.com +65 9111 6849

2. WWW.F5DC.COM

3. We are all becoming more CREATIVE
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4. Regardless of the next BIG THING !
PUSH THE
RIGHT
BUTTON
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5. Consumer needs first, not technology
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6. Each new media gets you closer
Targeted
Mobile
Web 2.0
Danger Zone
Online
Gaming
Web 2.0
Television
Cable
Press
Radio
Mass
Not intrusive WWW.F5DC.COM Intrusive

7. Survival Hand Book
 Throw what you don’t need  Reduce your spending
 Stick to your raft  Focus on your strengths
 Don’t try to get a new raft  Don’t catch up new customers
 Stick to your friends  Grow your installed base
 Be innovative and patient  Be innovative and patient
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8. Reduce your budget (you might not have a choice)
Cost = # people targeted Prospect Acquisition Lead Generation Sales
campaigns
Reducible
 Reduce non measurable budgets
 Increase efficiency of current campaigns
 Transfer budget
 Focus on ROMI
Increase Targeting Increase Sales
Capture with the intention to retain
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9. You can even increase your cost !
$1.53
Payment + $480/yr
$1.10 Response rate + 5%
Cust acq costs - 21%
Revenue +10 million
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10. Evaluate Media through multiple factors
Campaign process evaluation
BEFORE Press Television Online Mobile AFTER
Cost
Risk
Brand relevance
Prepare the campaign
Consumer relevance
Campaign relevance
Integrated in plan
Maximize the investment
Targeting
Privacy
Follow up action
Consumer data
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11. Asia compared Rest of the World
Series 1, Mobile Users,
Series 1, Internet users,
43%
40% Series 1, Mobile PR, 39%
Series 1, Mobile Spends,
29%
Series 1, Internet PR,
15.30%
580M 1.5B 1336M$
Source : internet worldstats.com, GMID, eMarketer, wireless intelligence Q308
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12. Our region is very specific
China Korea Philippines Hong Kong Japan
Broadband Mobile Blog
Internet users Upload pictures
Penetration messenger Readers
1 1 1 1 1
298M 98% 86.4% (survey) 23% of WW 74%
Source : CNN, Gartner, ADMA, eMarketer, Universal McCann
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13. Korean market specificities
M
Korea, SCN, 20
Korea, Online
gaming, 14
WW, Online
gaming, 8
WW, SCN, 2
Source : Digital Korea – Tomi Ahonen
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14. 3+2 groups IPR%
# internet users
25M
Log scale
60M 250M
GDP/Capita
Source : CIA.com, internet worldstats.com
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15. We like to make it complex to choose
Sgd
9000 spots
64% of population
1.7M readers
35000 views /show 140 000 readers
5M page / months
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16. In addition to that, technology evolves
 Information jump
 Demographic jump
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17. Web 2.0 and beyond
Web 1.0 Web 2.0 Web 3.0
Search Soc Network  Communicating
 Interacting
 Sharing
Online Media
 Rating
Ct Aggregation
 Tagging
Mashups  Modifying
 ….
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18. Step in the Marketing 2.0
Customer
engagement
marketing
CRM
Loyalty
Mass Direct schemes
marketing marketing
50s and 60s 70s and 80s 90s 2000s 2010s
Rise of brand products Rise of direct marketing Rise of loyalty programs Evolution of dynamic Endorsement and
and advertising product marketing enhancement of brands
agencies by consumers
Focus: mass Focus: identification Focus: databases, Focus: customer New focus: NPS
communication of the target group analysis systems relationship
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19. User Generate Content
 Dedicated content creation
 Let consumer speak about your product
 Closed community
 Quality control
 Legal questions
 Beyond the traditional Agency Model
Property :
Marketing plan
Strategy UGC How to promote it
integration
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20. User generate content – famous ones
All UGC : 22B viewers in 2007*
Source : Accustream
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21. Social Media Campaign : Be innovative
(Please, don’t just put banners…..)
 Don’t disturb the community
 Bring added value
 Give them a reason to follow you
 Accept to loose control
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22. 27 793 Uniqlock
Widgets 76 countries
71 204 940 views
 Easy to transfer
 Always on Consumer PC
 Indirect way to promote your brand
 Give away
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23. In games advertising
 Use brand as a Media, created dedicated game level from your brand / product
 Give away some of your brand identity to consumers
 Generate Buzz
 More profitable than direct advertising (audience specific)
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24. He did it !
More than 3M supporters
18 targeted games
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25. WWW.F5DC.COM

26. How to use it : Consumer choice
1) Use it for a reason
2) Test
3) Go indirect
4) Stop pushing
5) Inform
6) Be honest
7) Integrate in a plan
8) Capture the
information
9) Reward
10) Respect
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27. Brands and Marketers’ dreams….
Product
Product
The RIGHT …..
Product
Product
Systems that understands, facilitate information, sales…
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28. Welcome to Web 3.0
Web 1.0 Web 2.0 Web 3.0
Semantic Web
 Web 2.0 without you…
 Sorting, organizing
 Virtualization of information
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29. I would like you to understand me….
" From what time 2 what time can I use my off peak car
" When can my OPC be used freely on the road
" How do I bid for the car plate no I want
" Must put bak moni after I sell my flat?
" Whn will 7GST staart
" Am I able 2 change fm a biz to a pte ltd coy
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30. Faster speed will allow better reach
Mbit/s
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31. Welcome
to the
future
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32. Mr Minority Report : Jeff Han
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33. Mobile link to virtuality
 Sekai camera
 Social tagging camera
 See the world through computer
 Bringing social networking into
the real world
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34. Contextual advertising step 1
Selecting your audience based on context
Advertising Dynamic
inside Advertising
semantic data Content
Semantic Contextual
Search advertising
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35. Contextual advertising – Media plan
 Track who is really watching your ad
 Engage consumer
 Push specific message based on the audience
Property : DGCT Asia
Audience
Strategy Face Recognition Media adaptation
measurement
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36. Semantic search advertising
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37. Dynamic advertising content
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38. Semantic advertising example
 Personalized message – Transpromo
 Link to strong DataBase
 DataMining and dedicated offer
Property :
Strategy 1to1 message Test Fine tuning
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39. Are you web1.0 and web 2.0 ready ?
Web 1.0 & 2.0
Do you have a Is your website Can we find your Do you engage your Is it (really) integrated
website ? optimized ? product online ? consumers in your strategy ?
Do you have a website ? How much do you spend Is your online catalog up to
How is your intranet Do you have blog ? online ? date ? Do you sell online ?
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40. Don’t run to the next technology
YOU Next big thing THEM
 Evaluate your needs
 Be ready
 Respect
 Try
 Give control
 Listen
 Stop pushing
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41. THANKS
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Gregory.birge@f5dc.com +65 9111 6849