Presentation on Inventing Digital Marketing Future presented at MIX Magazine Digital Marketing Conference 2015. Curated from various sources as well as actual data taken of XL AdReach Mobile Advertising business results 2013-2014.

1. Let’s invent the future
of Digital Marketing
Curated by Herwinto CH. Sutantyo

2. About the curator
Something about me and AdReach
Herwinto Ch. Sutantyo (@gfunkerwin)
Head of M-Advertising XL Axiata
Building meaningful, measurable and memorable
advertising
Combine 22 years of experiences in both advertising and
telecommunication sectors
Empathy driven mobile innovation thinking
AdReach
XL Axiata Digital Advertising Business Unit
Axiata Strategic Digital Advertising Centre of Excellence
Group-M Most Trendsetting Partner
ACES Empathy Marketing Winner - SME Goes Mobile

3. Imprint
Curated materials
Graham Brown
How to Make the Customer the HERO of Your Brand Story
http://www.slideshare.net/mobileyouth/how-to-make-the-customer-the-hero-of-your-brand-story
Herwinto Ch. Sutantyo
AdReach 2013 M-Advertising Summary
http://www.slideshare.net/gfunkerwin/adreach-2013-madvertising-summary
Shanmuga Pillaiyan
Sustaining Axiata’s growth in the new Telco Paradigm
http://www.slideshare.net/shanmugapillaiyan/sm-presentation-v-final
Baidu Indonesia
Baidu - Explore The Mobile World in Indonesia - 2014
http://www.slideshare.net/BaiduIndonesia/baidu-explore-the-mobile-world-in-indonesia-2014-41984996
Frost & Sullivan
Frost & Sullivan Indonesia Telecom Outlook 2012 Indonesia Go Online
http://www.slideshare.net/FrostandSullivan/frost-sullivan-indonesia-telecom-outlook-2012-indonesia-go-online
Andryan Gouw
Indonesian Mobile Market Research Dec 2014
http://www.slideshare.net/andryan1/indonesia-mobile-market-research-dec-2014

4. Can’t deny the fact
We are mobile driven country
mobile
rules
Indonesia
195million+
Subscribers

5. Market Outlook
2014 XL Mobile Advertising Market Share
2012-2016 Mobile Advertising Outlook
Indonesia Total Mobile Ads Gross Spending (mn $)
35%
Market Share
27%
Market Share
XL Mobile Advertising Market Share
2014 Revenue Source Contributors
SME & SMB 0,9%
Resellers (31 Partners) 72,6%
Custom Campaigns 26,3%
DSP 0,2% (since Oct. 2014)
*) DSP (Demand Side Platform) launched in Sept 2014.
**) SME & SMB Self Service Platform launched Feb. 2014
Commercial Mobile Campaigns
2013 2014
37%+
Market Share
2015(?)

6. What Change?
Mobile Advertising is practical, accessible & affordable for everyone
Mobile Advertising SME Goes Mobile
East & North dominated with 55%
1. Makassar 29%
2. Bali 26%
SME Goes Mobile Region Contributions
29%
26%
14%
14%
17%
Jabo
West
Central
East
North
0
750
1500
2250
3000
2013 2014
2,588
136
SME Growth
UKM SME Goes Mobile 2013-2014*
SME Goes Mobile Growth
CAGR
1803%

7. What Change?
Mobile Advertising is about interactivity, control, analytics & stories

8. It’s all about people behaviour
Mobile Advertising aides behaviour patterns finding

9. Yet don’t see people as numbers
Even if numbers are shown
see them with stories they tell
(c) Graham D. Brown

10. See how people have shifted
From traditional to online and then
to mobility
(c) Graham D. Brown

11. Choices are in Mindset not Media
Give them tools to curate…
and tell their stories
(c) Graham D. Brown

12. Give them hopes
Using mobile as canvas to tell stories
of their imagination
(c) Graham D. Brown

13. No more Brand Ego
As they are part of stories we tell…

14. Again, in this Story Telling world
Don’t limit them of choices & abilities
It’s not on who’s telling
your story
but, whose story you are
telling

15. And data could help
In building the right story telling platform
Traditional Marketing Approach Big Data Marketing Approach

16. Our way of accommodating stories
Collecting preferences and more

17. Tapping out habits, choices
Through asking, finding, observing

18. To offer better offers
In creating more stories, more insights
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19. And have more stories to tell
Stories that are shareable and above all…
stories that easily spread

20. Mobile “Story Driven” Marketing
Simple framework for digital marketing future
+BASELINE BRAND
Inventories & Subs.
New Market Acquisition
Market Education & Socialisation
Regulations
Cross-Industry Collaboration
Innovative Contents
Meaningful Services
Disruptive & Innovative
MEANINGFUL REVENUE
Revenue with great stories
=

21. Remember: Stories are the why
In all branding activities
and the hero of the story is our customer

22. Thank You
Herwinto CH. Sutantyo
@gfunkerwin