It is always a pleasure speaking at the Ad-Tech, my first talk at the Ad-Tech was in April 2006 at the Moscone Centre, San Francisco. The number of pre-registered delegates at the event was 9,000. The experience of being with this number of digital marketing professionals and engaging with the best digital marketing speakers in the world was electrifying, an unforgettable experience.
The recently concluded Ad-Tech at Singapore 2010 seemed to herald the end to recession in digital advertising; every keynote had more than 700-plus people in the room with 20-plus people standing at the end.
Every Ad-Tech conference features a balanced blend of:
Keynote speakers sharing frontline experiences and an executive level perspective
Panel discussions focusing on best practices and economic opportunities
Hands-on workshops delivering immediate, take-away value
Aggregated under one roof, here are the Top Takeaways from Ad-Tech Singapore:
June 3, 2010
Keynote: Future of Brands on Internet – Alex Hunter
1. Get involved in conversations that you don't control. Being open is powerful!
2. Brands need to care enough to risk their reputation. They need to connect as humans.
3. 80% of content is sourced not from the original site. 5 billion pcs of content is shared in Facebook per day.
4. Don't focus on return traffic. Focus on platform growth. Experiment and Learn!
5. Market share is generated by love
6. Consistency is not dogma
7. Word of mouth has changed, one can reach millions instead of a few hundred earlier, leverage the same.
Digital Marketing in Southeast Asia- Market Observations Vietnam Indonesia and Philippines
8. Social media is best learnt via what goes wrong – Ken Mandel
9. Paid Media and Earned Media are both necessary – Ken Mandel
June 4, 2010
Setting a goal of truly effective Digital marketing. Are we missing the point?
10. Marketing is not about advertising anymore, it’s about creating playlists - Francesco Lagutaine
Driving Marketing Excellence Through Digital - The Kraft Foods Asia-Pacific Journey – Shawn Warren
11. Consumer insight and aligned brand objectives are the key to success
12. The only way to remove conflicts between different agency partners is that everyone should be clear about the brand insights and objectives. Don't think Me, but We, and continue to experiment and learn
13. Leverage consumer insight, build experiences, seamless across all media, creativity & collaboration, revenue & growth
Other Takeaways From Ad-Tech
14. Create content, and content that creates value and utility to engage
15. Don't hold on to your content. Allow consumers to spread it and create more
16. Define a clear role for each media touchpoint. Direct response is not awareness! Goals must be set. Be relevant and innovate
17. Focus on Adaption, Platform Growth, and not Ad Spend.
Digital Media, Internet & Analytics
18. Digital Media is only the platform. It cannot replace human element (emotion and love)
19. Digital Marketing a must: Insightful, build experience, seamless across media, creative + collaborate, drive (sales+profit) growth
20. Digital isn't a standalone, but integrated in the Total Brand campaign - it'll Amplify or be the Anchor
21. Technology will become redundant. Innovation will displace it, but people will remain. Think people!
22. Before getting into what analytics you need for digital, be clear about your media-agnostic business KPIs
23. Blogging has been a very strong media to lead communications in China
24. Internet display advertising represents less than 1 per cent of total ad spend in SE Asia
25. On the Internet, being first is not always an indicator of ultimate success, however, starting early allows one to learn at a low cost.
26. Consumer centric and channel agnostic is the key to success
27. Campaign solves only one piece of the puzzle of managing the complex customers, Digital is much more than marketing campaigns.
28. What people like more than anything else: stories, human stories
29. How can key customers become brand custodians? Be relevant and you'll have that type of customers
30. Follow where the customers are, stay more online. Especially acute in times of downturn.
31. Think of your business as customer experience, you can only succeed by leading, yet often you follow
32. People haven't moved to Foursquare, they added a layer. In the end, think about people not technology
33. Don't monopolise the conversation. Listen to the users.
34. Loyalty is about consumers engaged over time through multiple platforms
35. Collaboration was also a keyword often shared. Not only brands and agencies, but also customers and with each other
36. Identify the brand influencer: try to build a dialogue with the right influencers
37. Enhance Brand metrics tracked to include Brand Engagement and you'll see a shift
38. Integrated marketing - TVC, microsites (contests, games), roadshows, social networks - united by one theme. ROI = sales
39. ‘American Idol’ was successful because of engagement. As brand custodians, we need to learn and adapt
40. There are three different types of metrics: brand awareness, brand engagement, ROI. Create evolving models to measure each.
41. Relevancy is in the eye of the beholder. Being next to a pizza place doesn't mean that pizza ad is relevant to me
42. Think 'we' not 'me'. It's about celebrating collective success as a team. Experiment and learn
43. Social media is not about doing a campaign, it’s about presence and strategy
44. Social media is being leveraged for awareness, customer service, research/ product development, channel monetisation
45. Managing social media includes managing of the social community. It's not only about content
46. Level of engagement in SE Asia: 3. Google 2. Yahoo! 1. Facebook (almost 3x higher)
47. Forget about next Facebook or Twitter. Think people, not platforms. Be relevant
48. ‘Viral Marketing’ doesn't mean a lot. Trying to be viral will mostly fail. Try narratives instead
49. A very small percentage of users are ready to make a purchase while they're browsing Facebook
50. How to promote your brand in social networks [Ad-Tech keynote video http://bit.ly/bQylmo]
51. Social media isn’t a 'campaign', 'program', or 'channel'. Requires fundamental organisational change and a new way of doing business
Interesting Statistics & Case Studies
52. Indonesia is the fastest growing online marketing in SE Asia. It recorded a jump from 22 per cent (2009) to 48 per cent (10 per cent) - Yahoo! Net Index
53. Interesting Stat- Every second, four babies are born and 37 mobile phones are sold
54. 97 per cent of visitors to your site will not convert - This would really depend on what the conversion metric was
55. Microsoft has shifted 50 per cent of its budget to Digital Advertising as all its customers are online – what percentage of your customers are online and what is the budget for Digital?
56. In Vietnam, mobile Internet access doubled from 10 per cent (2008) to 19 per cent (2009). Popular activities: search & music - Yahoo! Net Index Study
57. If MacDonalds can put millions on platform that didn't exist eight months ago, it's a good sign
58. Lufthansa ‘Stop Thinking’ campaign start thinking 'long term relationship'; 'community' not 'audience'. Experience + engagement
59. Oreo uses gaming and AR to engage millions of moms and kid
60. Kraft moved from 'I think' this campaign will work to 'I know' - importance of analytics
61. Summary of the Kraft Presentation as my Twitpic - http://twitpic.com/1tpuv9
My presence at the Ad-tech and illegibly scribbled notes.
(Vivek Bhargava is the Founder and Managing Director of Communicate2, which has evolved into one of the largest search and social media specialist organisations in India.)