April 6-8, 2009 | Kota Kinabalu, Malaysia
There is a lot of speculation about the current recession and its impact on marketing. While we are all aware that marketing activity should not be put on hold it is a fact that budgets are getting cut. Companies are using this time as an opportunity to take stock and reevaluate how to get the most out of their organization and their marketing activity. As part of this process the industry is expecting a shift to more accountable forms of marketing and Digital plays a key role in this area. Yet, if we look at digital marketing over the past few years we also see that while budgets have been increasing, standard forms of digital marketing, such as banner advertising are not really working. Click Through Rates are low and still dropping, consumer apathy is on the increase and search only strategies are a fatal error. It is therefore not surprising that there is a reluctance to fully embrace Digital. Uncertainty, a lack of clarity and traditional operating models make it even more difficult to succeed in this space. In this presentation we will explore these themes, we will investigate some ideas of why current digital initiatives are largely failing and secondly, we will explore what sound digital marketing should look like, in a recession and beyond!
Rich media is becoming increasingly more effective than standard banners because of its inherent ability to measure Interactions; much more than just a click through. The most effective Direct Response campaigns tend to come from media occasions in which consumers are less engaged rather than more because they are more willing to respond when they are less involved in the media interaction. Simultaneously publishers are shifting their focus to providing engaging content to keep the viewer on the page for longer, rather than generate as many impressions as possible. The result? Users are far less likely to click on an ad banner when they are immersed in the content of a site, than when they are merely browsing through a site to pass the time. The ability rich media provides to interact with the ad without leaving the page is crucial. Mick will take you through the key abilities of rich media and the role it should play in your digital plan.
Industry Insight Presentation: Closing the Digital Divide: Rethinking the Development and Execution of Digital Marketing Strategies in Asia
This time last year, organizations, marketers and agencies were heralding the dawn of digital marketing. Today, the realities of global recession are challenging this notion and potentially stalling digital marketing gains made in years past. Marketers the world over are contending with shrinking budgets, fewer resources and cost-cutting measures. For many, the flight to traditional marketing and advertising channels feels like a safe and prudent bet. Now more than ever, advocates of digital marketing must respond. Flash demonstrations, trend-setting, and technical whiz-bang offerings are no longer resonating with marketing executives who, during times of economic boom, were prepared to fund experimental digital campaigns. Today's marketing organizations want results and promise of a return on investment. What, then, can the ranks of digital marketing leaders do about it? A recent Heidrick & Struggles Asia Pacific Digital Marketing Survey suggests that marketing organizations are still woefully under educated as to the dynamics and benefits of digital marketing. Without this knowledge and a subsequent comfort level with the prospects of a digital ROI, many marketers will remain on the sidelines, further postponing the digital evolution in Asia. While markets are down, the digital industry must respond by educating, demonstrating, and converting Asia's marketing leaders by presenting viable, cost-conscious, and easily monitored digital marketing solutions.
Pawan Goyal, General Manager of Tribal Fusion India, will discuss how the Internet influences consumer behavior in Asia. Reviewing exactly which data points are making consumers convert, Mr. Goyal will go over how the Tribal Fusion network enables campaigns to get smarter over time, allowing brand marketers to lead their brand online instead of just buying impressions.
The world has changed very quickly. In mobile advertising and marketing technologies new opportunities have rapidly appeared due to the revolution in accessing the internet via mobile devices, the introduction of new more usable mobile handsets and massive shifts in mobile consumer behaviour. The global financial crisis has quickly put marketing budgets under pressure and savvy brands are pursuing more performance marketing techniques. This presentation will show how adding some of the latest techniques in mobile advertising and marketing to your marketing mix can improve your overall campaign ROI.
Most businesses are focused on younger consumers. But with a spending power of US$2 trillion in across Asia Pacific and rapidly growing to 35% of developed country populations, the 50+ market can no longer be ignored. Forget the stereotypes, many of these folks are ‘connected’. Kim Walker, former CEO of M&C Saatchi Asia Pacific and President Isobar/Carat APAC and serial entrepreneur highlights the opportunities of the ageing population and how to leverage them.
Keynote: ROI for Driving ROI: Radical Opportunity Identification for Driving Return on Investment in a Digital World
In today's extremely tough, competitive brand marketing landscape, the ability to drive hard, tangible ROI is more critically important than ever before. Marketing consultant and entrepreneur Cindy Gallop, former chairman of BBH, identifies some of the most innovative and future-forward approaches to achieving ROI that the new digital environment affords.
Internet marketing technology and trends move faster than the industry can evolve talent to plan, create, and develop efforts which take advantage of these advances. The gap between consumer uptake of digital technologies and the marketing spend allocated to digital could be traced to the shortage of talent at clients, agencies, publishers, and technology companies who both understand the digital space, and have a firm grasp of the key timeless fundamentals of marketing and business. Additionally, these people must not only understand their space, but be able to explain and evangelize what they do to others in their organization and beyond. This panel will address the topic of digital talent, including a discussion on: Who are these people? How do you find them? How do you retain and nurture them? How can you transform your current staff?