Trends for 2010Planning for Digital

Trends for 2010Planning for Digital

Trend #1Augmentation, not isolation

Augmentation, not isolation 1. More digital as interactive budget get

considered into the marketing mix

2. Symbiosis of traditional and new media; leveraging off strong functionalities of each platform

3. Amplification and sustenance via digital, creating campaign long-tail effect

Trend #2Make it work on Mobile

Make it work on mobile 1. Mobile phones become the new on-the-go

computers

2. High user acceptance to accessing data when on the move; proven by spike in Facebook and Twitter activities on mobile

3. Phenomenal rise in smartphone penetration in large developing countries; result of cheaper smartphone sets and pre-paid data plans

Trend #3‘Social’ is now a given

‘Social’ is now a given 1. Result of social networking as an accepted tool

of branded communications

2. Sharing culture in online user behaviours aka the viral effect

3. Now not about website as a destination, but about website taken to the destination (audience)

Trend #4Open architecture and communities

Open architecture and communities 1. Forums, blogs, streams, comments, chatters,

messages - the open nature of web and how people trade content

2. The Vocal audience become commonplace; digital is the open ground

3. Social media gets accepted as part of a larger digital marketing strategy

Trend #5Everyone’s a Facebook expert

Everyone’s a Facebook expert 1. More time spent leads to proficiency and

ability to filter out clutter

2. Users get smart in how brands interact with them, and vice-versa

3. Revolution; from one-way to two-way campaign format

Trends 2010 summary 1. Augmentation, not isolation2. Make it work on mobile3. ‘Social’ now a given4. Open architecture and communities5. Everyone’s a Facebook expert

Trends for 2010Planning for Digital

Planning for Digital 1. Budgeting2. Goals and success metrics3. Pitfalls to avoid

1. Budgeting 1. 20%. Although there is no standard

benchmark.2. Depending on goals, as high as 40%

or higher.3. Wrong to separate digital away.

Budget for digital as you would for any typical media.

2. Goals & Metrics 1. Many goals to a digital campaign2. Brand and product awareness3. Perception and sentiment

management4. Influencers and opinion leaders5. CRM tool

3. Pitfalls to avoid 1. Compartmentalizing digital2. Short term execution3. Lack of long-term strategy4. Not synchronized with traditional5. Separated media mix6. After-thought

Summary 1. Digital augments traditional

marketing techniques and goals2. Does not replace but enhances reach

and effects3. Avoid compartmentalizing digital4. Always put it into the mix5. Make it work on mobile

THANK YOU

Noor Ashikin Aziz17th Floor, Menara IGBMid Valley CityLingkaran Syed PutraKuala Lumpur 59200Malaysia

T. +603 2296 3600F. +603 2283 4143

www.draftfcb.com

noor.aziz@draftfcb.com