Digital Marketing Challenges in Singapore 2015

UNCOMFORTABLE BREAKFAST

KIM DOUGLAS, MANAGING DIRECTOR, SAPIENTNITRO SOUTHEAST ASIA

@kimjpdouglas @sapientnitro #uncomfortablebreakfast

CONSUMERS MOVE AT THE PACE OF INNOVATION. COMPANIES MOVE AT THE PACE OF STAKEHOLDERS.

1.


50,000 apps are downloaded every minute. Only 2,000 apps are added to the app store every month.

The average lifespan of an app is 23 days. It takes 18 weeks to create an app.


THE AMOUNT OF DIGITAL SPEND ON BANNER ADS & PRE ROLLS IS A WASTE OF MONEY.

2.


The average click rate for banner ads is 0.1%.

Only 8% of Internet users click on banner ads.

The average person is served over 1,700 banner ads per month.


MARKETERS SAY THAT TECHNOLOGY IS THE FUTURE OF OUR BUSINESS.

YET THEY STILL TREAT IT LIKE A CHANNEL.

3.


1% of a brand’s marketing budget is spent on technology.


THE RELATIONSHIP BETWEEN CMO AND CIO IS BROKEN.

4.


CMOs say CIOs say

CIOs lack the urgency needed to respond to shifting market conditions.

CMOs lack the vision to anticipate new digital channels.

They are allocated more tech budget My budget has remained largely flat

Technology development process is too slow.

Marketing requirements and priorities change too often.


MARKETERS FEAR RISK. NO ONE GETS FIRED FOR PUTTING AN AD ON TELLY.

5.


2009

“I trust ad messages.”

“I rate word of mouth as priority.”

PER

CEN

TAG

E %

TIME

OPPORTUNITY


Last year there were 2,500 consumer product launches in SEA, but only 35 are considered innovative.
