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 000PLAYERS FOR LAST WE OPEN BETA

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
TIMEINFORMATIONCHOICESCONNECTIONS
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 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
EFFICACYGETTING THINGS DONE

EFFICIENCYDOING THINGS THE MOST ECONOMICAL WAY
WHAT IS IT ?
WHOSE JOB IS IT ?
YOUR CFO
§  Saving money
§  Reducing budget
§  Reducing cost
$20M

EFFECTIVENESSDOING “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

EFFECTIVENES
S
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

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
TransactionRecording
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

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 BankInsurance
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 ?

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 info@f5digital.com I T: +65 6536 9766
Thank You!
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