To Create Your Own Wig Online To Create Your Own Wig Online
Future Of Digital Marketing Malaysia
1. FUTURE OF DIGITAL MARKETING 2013
http://www.flickr.com/photos/83346641@N00/3562071888/
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@neilperkin
CURATION, CULTURE, AGILITY
3. 90% of respondents believe that
content marketing will become more
important over the next 12 months
73% of digital marketers agree that
‘brands are becoming publishers’.
64% agree that content marketing ‘is
becoming its own discipline’.
THE GROWTH IN CONTENT MARKETING
http://econsultancy.com/uk/reports/content-marketing-survey-report
5. LACK OF A STRATEGY
Only 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
6. LACK OF RESOURCE & SKILLS
Only 34% have dedicated budgets, 46% dedicated individuals
LACK OF A STRATEGY
Only 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
7. LACK OF RESOURCE & SKILLS
Only 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESS
Organisational structures, silos, legacy processes, communication flow
LACK OF A STRATEGY
Only 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
8. LACK OF RESOURCE & SKILLS
Only 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESS
Organisational structures, silos, legacy processes, communication flow
LACK OF A STRATEGY
Only 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
”…brands aren't set up to be publishers. They don't necessarily understand the editorial
process or have the stomach for the length of time it takes to build an audience”
Josh Sternberg
10. Paid
Owned Earned
ADVERTISING
Paid search, display, affiliate
DIGITAL
PROPERTIES
Websites,
CRM,
microsites,
Social presence
PARTNER
NETWORKS
Word of mouth,
Digital PR,
Influencer
outreach
Paid placementsAtomisation of
content into ads
Atomisation of conversation
through APIs and social
widgets
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
14. • Air Asia has one of the highest brand response
rates (>40%)
• AskAirAsia:- Dedicated Twitter/FB tab
• High use of DMs for 1-2-1 comms
“It really needs huge commitment and resources to manage 24/7 or it may backfire” Kathleen
Tan, Regional Head of Commercial, AirAsia
Air Asia – where customer service & marketing come together
15. James Erwin, software manual writer from Des Moines, writes a response on Reddit.
Within a few hours he’s an online celebrity
After 2 weeks he’s offered a deal to write a Hollywood movie
After 2 months he’s become a full time movie scriptwriter
“Could I destroy the entire Roman Empire during the reign of Augustus if I travelled back in time with a
modern US Marine infantry battallion?”
16. Is your brand present at peak moments of interest?
Are you ready to create, harness and
amplify the buzz around your key
launches, sponsorships and campaigns?
Have you built a presence to minimise brand risk and capitalise on new opportunities?
Do you have a process that enables real-
time decision making and response to
users, memes, other brands, celebs & TV?
Source: Twitter Real-time Planning
24. The new content curators: professional
http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html
3 posts, 50 tweets a day
1,000,000+ Uus
200,000 newsletter subscribers
270,000 followers
26. The new content curators: alogorithmic
More than 30 Fortune 500 companies use Percolate, including American
Express, Mastercard, GE and Diagio, paying $10K a month
30. “The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what you
need is that group behaving creatively. And the person with the vision I think is unique, there are very
few people who have that vision.. but if they are not drawing the best out of people then they will fail.”
Ed Catmull, President of Pixar
Creative process involving a large number of people
Often from different disciplines
Marshalled around a vision
Working as a team
Creative Culture…
31. • Resourcing for projects is purely voluntary
• Project leaders pitch developers to generate interest
• Engineers decide which projects sound interesting to work on
Engineering Culture…
32. • A way of remaining agile as the company scales
• Large number of small, multidisciplinary teams, 8-10 people
• Each responsible for a focused area of service
• Customer-centric, focused improvement, speed of innovation
Amazon
34. Growth Hacking
Process for acquiring and
retaining users that combines
traditional marketing and
analytical skills with those more
akin to product development
36. 70% of the content should be low risk, bread and butter marketing
20% should innovate off what works
10% should be high risk ideas that will be tomorrow's 70% or 20%
37. Goal for live stream viewership was set at 300,000. By the end of the game, it had captured
over 9m views, with over 600,000 concurrent users
People engaged with the live stream for an average of 28 minutes
66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game
38. Customer experience rather than individual channels
Content calendars, not just campaigns
Distributed and destination
Nimble, agile supporting structures and culture
Test and learn