The new marketing and advertising model for the future

1. Digital Marketing &
Communication Strategy
New solution for marketer
Digital Studio
workshop@digitalstudio.co.id
www.digitalstudio.co.id

2. Mobile & Internet Usage
Mobile and Internet provide the new platform for
marketing and advertising

3. Daily Media Consumption
7 am 9 am 11 am 1 pm 3 pm 5 pm 7 pm 9 pm 11 pm
News,
TV Breakfast
Entertainment,
News
Sports
Print Morning Newspaper, Leisure
Newspaper Magazine Magazines
Radio Breakfast Drive Drive
Show Time Time
Outdoor Journey Out to Journey
to Work Lunch Home
Check Mail, Search, News, Sports, Sports, Entertainment,
Online News, Shop, Mail, Shopping, Research, Mail,
Search
Search Messenger Finance Messenger
Source: Pan Asian X Media Survey – Synovate (2005 Q4)

4. Internet Usage
browsing
89%
emailing
82%
chatting
65%
social networking
key driver
50%
music downloading
communication
45%
online gaming
community
17%
video streaming
content
16%
online shopping
commerce
7%
Source: Synovate

5. Detik.com Profile
55% 45%
2% 8% 20 % 50 % 20 %
early adopter early majority late majority laggards
innovator

6. Yahoo Indonesia WAP
1.5 million monthly visitors
40 million monthly page views
top: onesearch, messenger, mail
60% 40%
13 - 17 yo 18 - 24 yo 25 - 34 yo
35 - 44 yo >45 yo

7. Indonesia mobile advertising metrics
Source:
Admob.com
adMob serves ads for more than 6000 web sites and applications around the
world. It stores and analyzes the data from every ad request, impression, and
click and uses this to optimize ad matching in the network. This report is a
snapshot of the data to provide insight into trends in the mobile ecosystem.

8. Internet Marketing
How online advertising can help you unlock
the potential of the booming Asian consumer
market

9. marketing funnel
eyeball loyal customers
purchase
awareness consideration purchase loyalty
favorability
intent
advertising
information/ consumer
to mass customer
user review lead
market

10. Online Advertising & Marketing Objective

12. Search Engine Marketing
SEM = SEO + PPC
Paid listings -
Pay Per Click (PPC)
Natural or organic listings -
Search engine optimisation (SEO)
Use the Google Keyword tool to
perform demand-gap analysis
https://adwords.google.com/select/
KeywordToolExternal

13. Contextual Advertising
Contextual Ad Serving
Ads embedded next to
relevant editorial content
the downside
sample on this
approach

14. Behavioral Advertising
Behavioral Marketing:
targeting user by navigation
pattern

15. Geo Targeting
• Provides opportunity to target
broad keywords or specific
promotions to a targeted
geography
• Generates larger volumes of
qualified clicks for regionalized sites
• Ad copy can be custom tailored to
each local market
• Enhanced relevancy leads to
stronger click through rates (CTR)
which in turn equate to lower costs-
per-click

16. Email Marketing Sample
Build the creative and copy around the calls-to-action

17. Rich Media: Pre-roll Advertising
An online video commercial that
appears prior to an online video, it
is typically :05 - :30 seconds in
length. Once you click on certain
online video links, you will view a
short commercial before the video
content. Pre-roll can pretty much
guarantee that users will see and
hear a commercial before the
stream starts. It is also one of the
simplest ways to utilize the
Internet for sight, sound and
motion.

18. Rich Media: Product Integration
Hot-spots, Overlays, In-show product placements. Digital brand integration is
strategic placement and blending of name brand products into highly viewed
programming in lieu of or addition to :05 second to :30 second video pre-roll.

19. Widgets/Gadgets: Distribution Opportunity
“Websites within websites”
Read and Search Review Finder Video, Audio
News
• Desktop widgets – downloaded to desktops for individual use
• Web widgets – placed on blogs, websites and virally shared with others
• Mobile widgets – downloaded to mobile devices
19

20. SMO | Anatomy of a Facebook Page
Each Show Related Facebook page features cast photos, an
about the show section, links to full episodes at MTV.com, the
Remote Control Blog RSS Feed, and a Comment Wall. Almost
all of these elements in the Facebook Page contain inbound links
to MTV.com
20

21. Mobile Advertising Sample
Database Banner ad to
Location Ad in EPG
marketing WAP site
based
advertising
On pack
promotion
Event
engagement
WAP site
with
interactive
mechanics

22. Tourism Malaysia: Online Global Branding
Campaign
Campaign objectives
• Increase brand visibility globally by showcasing
Malaysia’s uniqueness
• Create hype around Malaysia’s 50th Golden
Celebration in conjunction with Visit Malaysia Year
(VMY)
• Encourage potential tourists to visit Malaysia
Target audience
• Potential travellers globally aged 21+
• Covered a total of 13 countries (Asia, Europe and
North America)

23. Ongoing Online Engagement With Siti
• Promotion of Malaysia continues with a Travel
World First launched on 1st November 2007
• ‘Siti’ – new digital brand ambassador to promote
national tourism via Windows Live Messenger
• Taking Tourism Malaysia to the next level of
interactivity via innovative technology
• Potential to reach more than 285m instant
messenger users across multiple markets
worldwide
Add Siti to your Windows Live Messenger
buddy list today:
sitimalaysia@hotmail.com

24. Consumer & Brand
Engagement
The new media offer a new brand experience

25. Nike iD experience in Times
Square.
The idea of allowing passersby to
quot;paint-by-numberquot; a giant Nike
shoe, using their cellphones.
Users would dial in, and use their
keypad to change colors of
different parts of that summer's
signature shoe, the Nike Free iD.
After one minute, their session
would time out, and the users
received an image of the actual
shoe they just designed, which
they could set as the wallpaper
of their cellphone. They also
received a special code and url,
so that they could purchase their
new design.

26. Subservient
Chicken for
Burger Kings

27. ENGAGEMENT TYPE : WELCOME IDEAS FROM CLIENTS & PUBLIC
IT’S A GOOD EXAMPLE ON HOW USER-CREATED CONTENT CAN BE USED FOR ANY
ADVERTISING MEDIUM, EVEN FOR TVC (AFTER PROPER ADAPTATION)

28. Key Takeaway
New consumer behaviour and proliferation
of media has rendered the conventional
media alone ineffective. Learn the
language of the new media integration
as the future communication strategy.

29. learn more about
Digital Marketing program at
Digital Studio Workshop
www.digitalstudio.co.id
workshop@digitalstudio.co.id
021-633 0950, 4585 0107