1. 14 for ‘14
#NowTrending
Ishan Chatterjee

2. “We don’t believe in digital marketing.
We believe in marketing in a digital
world.”
Clive Sirkin, CMO, Kimberly-Clark

3. Mobile Messaging:
Glimpses into the future
1

4. 6,572,950,124
mobile subscribers globally

5. 53%
are in Asia
3.46M active mobile subscriptions
Source: CNNIC, ITU, CIA

6. 82%
of mobile subscribers
are on prepaid plans
Source: CNNIC, ITU, CIA

7. SMS
No longer king,
specially in emerging markets in Asia
Share of global messaging traffic will fall
from 64.1% (2012) to 22.1% (2016)
Source: Portio Research, Informa

8. 20.3 Trillion
Instant Messages will be sent by 2016,
compared to 9.5 trillion SMS
CAGR of 42.2% will result in
$23bn in lost messaging revenue
Source: Portio Research, Ovum, mobiThinking

9. The Big Winners in Mobile Messaging
430m
270m
148m
132m
80m
5m
Source: McKinsey & Company, Business Insider, CNET
Total number of users (2016)
predicted to reach
1.32bn

10. Who, What, Why?
Breaking news:
$19bn sale of Whatsapp
to Facebook,
“it’s neither the medium
nor the message, it’s the
messaging”
Twitter introduces ‘cards’,
mimics Facebook.

11. Whatsapp
50bn messages sent daily
500m photos shared daily
Installed on 85% of phones in South East Asia
Source: Whatsapp, Mashable

12. WeChat
68% of users are 18 – 38 years old
100m subscribers outside China
Most downloaded social app in SG and TH
Source: WeChat, TechNode

13. LINE
7bn messages sent daily
1bn stickers sent daily, sales of $36m Q4 2013
100m downloads of LINE Games, sales of $70m Q4 2013
Source: LINE, TechCrunch

14. Hike: The best of Whatsapp, LINE,
WeChat, iMessage and Viber

15. Get the message?

16. Social Service
It’s not what you think.
2

17. Why do people follow brands?
70%
Hear others’ experiences
Source: Nielsen

18. Why do people follow brands?
65%
Learn about brands, products and services
Source: Nielsen

19. Why do people follow brands?
53%
Compliment brands
(Shocking, right?)
Source: Nielsen

20. Why do people follow brands?
50%
COMPLAIN
(Not so shocking?)
Source: Nielsen

22. 1 in 3
Social media users prefer social care to
contacting a company by phone
29% head to a company Facebook page,
15% head to the company blog,
and 14% take to Twitter
Source: Nielsen

23. It’s not just your owned platforms that
are the new feedback channels
28% post on their personal Facebook page,
while 13% use their own Twitter handles.
100% of them expect a response.
Source: Nielsen

24. Engagement
Socially Devoted

25. Wearables
Tomorrows technology, today
3

26. A perfect storm of innovation in micro-chips, mobile tech,
software development, energy efficiency and
manufacturing has set the stage for one of the most
important eras in computing’s history.

27. In the next five years we will witness the rapid development
(and mainstream acceptance) of wearable technology that
integrates into every aspect of our lives.
Wearable technology will be used to help record the world
around us, nudge us into action, communicate information
between one another, allow us to control our environment,
verify who we are, and reflect our wellbeing back to us.

28. The Future of Wearable Tech
Connected Intimacy
Wearable technologies are adding new layers to our personal
relationships by extending the reach and power of how we
communicate and share details about ourselves regardless of
distance.
Tailored Ecosystem
Whether customizing their design to fit the unique contours of a
wearer’s body or responding to a user’s emotional state to offer
highly personalized feedback, this new breed of devices allows
people to better define their interactions with technology, while at
the same time enabling more meaningful experiences.
Co-Evolved Possibilities
Whether augmenting people’s existing abilities or adapting their
interfaces to enable more natural levels of interactions, these
devices point to the increasingly sophisticated relationship
people have with their technologies.
Source: PSFK, Intel iQ

29. Function of Wearables Forecast
Source: PSFK, Intel iQ

30. Long Distance Togetherness
Wearable technologies are harnessing
the power of haptics and other
feedback systems to create a tangible
connection between loved ones over
any distance.
These tools simulate togetherness
and place precedence on the comforts
that only another person can provide.
Bond: Smartwatch responds to touch to save long distance
relationships
Tactilu: Hug simulation jacket lets parents calm kids via
mobile devices
Source: PSFK, Intel iQ

31. Bespoke Biotech
Advances in 3D printing capabilities
have enhanced the way that materials
can be created to support individual
needs and requirements, offering
exciting possibilities for advances in
the medical field.
These innovations have the power to
change people’s lives through ‘good
enough’ designs that deliver
enhanced fit comfort, performance
and functionality at a fraction of the
cost of existing production methods.
3D printed hip fits the individual, and reduces recovery time
Dextrus: Printed prosthetic offers the functionality of the
human hand
Source: PSFK, Intel iQ

32. Responsive Coaching
Sensor technologies are being
seamlessly integrated into products
and apparel to seamlessly monitor
performance and offer specific
feedback without impeding
movement.
These technologies allow users to
take an informed approach, improving
everything from posture to fitness
activities by acting on specific
recommendations that have resulted
from accumulated data and research.
UP24: Fitness band alerts users when they haven’t moved
for an hour
MyAsics: Running app personalizes workouts based on
current stamina
Source: PSFK, Intel iQ

34. So, how do we get on the
Wearable bandwagon?

35. Real Time Marketing
It’s not just about reacting
4

36. Real Time Marketing is using data analytics with a process
flow to shift marketing messaging in real time or near real
time.

37. You can call it Agile Marketing, Marketing in the Moment,
Engagement Marketing …
Really, at its core, its simply Marketing.

38. Rules of Engagement
Brand
Pure brand information is boring
and doesn’t engage.
Entertainment
Pure entertainment
communicates nothing about the
brand.
The right mixture engages as it informs.
It shifts with product, target, methods and
where you are in the sales funnel.
Find the sweet spot
Make the brand a believable character in the story, and not an afterthought.

39. Who’s been doing it well?

40. Move from “Why Should I Care”
to “Why Should I Share”

41. The Power of Social Influence
Social Shopping & WOM Marketing
5

42. 92%
Consumers have more confidence in
info found online than from any other
source
75% believe companies lie in advertisements
Source: Compete.com

43. The Power of Online Reviews
74% of online shoppers are influenced by opinions of
others in their purchasing decision
67% of shoppers spend more online after
recommendations from friends
Source: Forrester, Harp Social

44. The Power of Online Reviews
68% of ultra-affluent shoppers use consumer reviews
91% of millionaires say they always look at reviews before
buying luxury goods
Source: Forrester, Harp Social

45. 53%
Of total retail sales (offline and online)
will be affected by the web by 2014
Source: Forrester

46. Review | Share

47. Emotion (still) trumps technology
6

48. Technology is a critical piece of much of the interesting
marketing happening today, but it’s not the core of great
marketing: that’s the idea.
Said another way: Technology matters, but the idea
matters more.

49. Some of the most memorable campaigns of 2012 and 2013
have been based on a simple, human emotion.

50. Dumb Ways To Die / Dove Real Beauty
Sketches / VW Darth Vader / Volvo
Epic Split / WestJet Christmas Miracle /
Pantene Labels Against Women / Evian
Baby & Me / Doritos Goat 4 Sale

51. Brief + Big Idea + Video = Viral

52. A new era of multi-screen advertising
Meshing / Stacking / Shifting
7

53. Meshing
Simultaneous usage of multiple devices for related content
Eg: watching the cooking channel on TV and searching for
the recipe online
Source: Millward Brown: Changing Channels

54. Meshing
Advertising content needs to be an extension of the
programming content.
Messages have to be relevant, fluid and related.

55. Stacking
Simultaneous usage of multiple devices for unrelated
content
Eg: checking social media while a football game is on TV
Source: Millward Brown: Changing Channels

56. Stacking
Unrelated distractions can be just as welcome as an
extension of what’s happening on TV.
Just ask a long suffering partner of a sports fan.

57. Shifting
Sequential usage of multiple devices for related content
Eg: browsing for airline tickets initially via a smartphone but
completing the purchase via a laptop
Source: Millward Brown: Changing Channels

58. Shifting
Responsive design – no brainer.
Track the consumer’s path to purchase across devices to
ensure that there isn’t a break in the brand experience
journey

59. Tailored experiences have never
been more key.

60. Product & Brand Virgins
First time’s the charm
8

61. From absolute Virgins to new middle classes, there’s a first
time for everyone.
It’s all about the insane speed at which new consumers,
and new members of the middle classes, are being created
in Asia

62. 25%
Of global retail consumption will come from Asia
Pacific by 2016, compared to 14% in 2010.
Ernst & Young

63. 185%
Increase in number of middle class families in
India by 2020.
BCG, October 2013

64. 29%
Growth in the Indonesian confectionery market by
2016, a market worth USD 1.2bn
Datamonitor, October 2013

65. Quaker Oats
Oats adapted to Chinese and
Indian breakfast palates
Café Coffee Day
Campaign by world’s 5th largest
coffee chain explains origins of
Indian coffee shop culture
Haagen Dazs
Ice cream “hot pot” for Chinese
consumers

66. Support, guide, instruct
(and make it fun)

67. Made for Asia
LocalizASIAN
9

68. While rising numbers of Asian consumers are embracing
local, innovative products and services, that doesn’t
diminish their hunger for the best of the best from the world
beyond Asia.
But now, they’ll expect international brands to tailor
products and services around their tastes, sensibilities and
practices, to create offerings that are truly Made For Asia.

69. Nokia Asha
Low end smartphones
developed entirely for India
McDonalds
Limited edition Samurai
burgers. Yum?
Ainol
Copycat Android based device
offers added features

70. Think global, act local

71. Celebration Nation
10

72. Asia’s businesses currently produce
a quarter of the world’s exports,
and form 87 of the Fortune Global 500
Ernst & Young

73. Asian consumers are reveling in the emergence of Asia as
the economic and cultural powerhouse.
And now, they’re looking for new ways to celebrate that
emergence, turning to products and services that express,
update, reimagine – and allow them to flaunt – their rich
and varied cultures.

74. Yamaha
Japanese bikes, made in India.
Giordano
Singaporean patriotism never
looked this fine.
LINE
Japanese messaging app hits
China, Taiwan, Thailand

75. Celebrate the Asian moment

76. Full Frontal:
Why brands must move beyond transparency towards active
proof
11

77. 12%
Indian and Chinese consumers trust companies’
responsibility claims
Havas Media

78. Brands and consumers are in a post-trust world. What’s
more, consumers can find out almost anything for
themselves.
That’s why in 2014, consumers seeking to protect their own
ethical credentials will bring a full frontal mindset to your
brand.

79. McDonalds
Favorites under 400 calories
Coca Cola
Vending machines offer calorie
information
H&M Mexico
Included a product testing
quality lab in Mexico City
flagship store

80. Mobile Moments
Connected, here, now
12

81. 73%
Adult smartphone users can’t go an hour without
checking their phones
Harris Interactive

82. For 2014’s always-on, hyper-connected consumers, mobile
devices are cramming machines.
These experience-hungry, time-starved consumers will look
to their mobile devices to wring the most from every
moment, with no amount of time too fleeting and no activity
too absorbing to cram in more content, connection,
consumption or simply more fun.

83. snapchat
Hyper temporary photo
sharing, over 30m images
shared daily
WeChat
App’s social functions enable
users to connect at random
Mattel
Free Wifi for Scrabble

84. Entertain, or die.

85. YouTility
Real-time relevance
13

86. 134%
Increase in number of smartphone users opting to
receive real-time location based information
Pew, May 2013

87. In 2013, busy consumers will expect mobile, real-time
information services that pay attention to their needs and
respond accordingly.
That means hyper-personal, super-synced, almost eerily
accurate lifestyle assistance that arrives just as – or even
better, just before – consumers realize they need it.

88. Google Now
Real time information services
Apple Passbook
Virtual wallet automatically
displays relevant contents
Macy’s
Indoor GPS guides shoppers to
products and departments

89. Here. Now. Right.

90. #14?

91. Thank You
Ishan Chatterjee
ishan.chatterjee@vmlqais.com