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Asian Marketing Technology Landscape
Lisa Watson, Chairman
08 January 2015
data
technology
The Internet Has Changed the World
Share-a-Coke campaign
May 2012EMEA
Coca-Cola Red800m labels
2011Australia
Pilot Program
Share a Coke in Japan World cup
promo
US: Reversed a 10-year decline in consumption
AU: Consumption grew by 7% in 2011
Today in 80 countries!
Business results
11
targeted
personalized
customized
accountable
datais
oxygen
relevancerespect
The Global/Singapore Review of Data-DrivenMarketing and Advertising (DDMA): A Briefing
Thanks to All Those Who Supported This Effort
July-Sept 2014 - 17 countries - Results Nov 2014
Our Global Panel Included Over 3,000/101 (SG)Senior Marketing and Advertising Stakeholders
N = 3,053 Panelists
55.4%
Data Matters: 80%/75% Say It’s Important to
Marketing/Advertising – 92%/96% Say That’s Growing
75.3%
96.6%
Borders Matter Less: Embrace of “Data-
Driven” Approach Consistent Worldwide…
4.34
4.22
SwedenSouth AfricaUK
… And Intensifying at Similar Pace/SG 4th Highest
4.66
4.79
HungarySouth AfricaGermanySingapore
Our Benchmark is High: 77%/71% of Panel
Confident in DDMA and Its Growth Prospects
70.8%
Emerging Markets Posted Higher Levels of Aggregate Confidence, On Average
4.24
4.07
IndiaSouth AfricaBrazil
Budgets On the Rise: 63.2% Say Spending Up
Over Last Year; 73%/70% Predict Further Growth
70.4%
63%
Data is Digital. Digital is Data: Online Media
Tops Among Those Capturing Share of Spend
Max Growth %1. Mobile apps, msging, UX2. Addressable TV 3. Digital OOH
Max Growth1. Mobile apps, msging, UX (3)2. Social engagement (1)3. Website, ecommerce (2)
Max Growth %1. Addressable TV2. Social engagement3. Direct mail, Email
Digital Delivers. It Delivers More Substantial ROI
Than “Traditional” Counterparts
Top 3 ROI Channels1. Mobile apps, msging, UX2. Website, ecommerce3. Social engagement & Digital display
Top 3 ROI Channels1. Website, ecommerce2. Mobile apps, msging, UX3. Social engagement
It’s All About Customers: Majority Say Demand
for “Customer-Centricity” Driving DDMA Effort
ROI Cust Cen’ty
Tech
“Regulation is Manageable: Marketers Aligned
with Regulatory Aims…
13.7%
… Though Tough Regulation Actively Limits Marketers’ Ability to Innovate
2.94
2.85
More $$$, More Talent/More Talent, More $$$:
Advancing DDMA Requires Many Resources
62.1%!
• Data & Technology are inextricably linked in marketing today
• Data matters today … tomorrow it will matter more
• DDMA budgets are increasing especially in mobile, social, e-commerce … because DDMA delivers ROI
• Data regulation is manageable for marketers … unless it’s excessive
• Talent & Budget are needed to meet the DDMA needs of tomorrow
Thank you!
