Snippets from ad:tech Singapore 2008

ad:tech Conference in Singapore

logo_adtech_singaporeLast week, I had the honor to speak and the pleasure to netork at this year’s ad:tech. ad:tech is a digital marketing conference that attracts interactive agencies, clients, brand specialists and media planners. This is the 11th year of ad:tech conferences.

Slide1 [Google Keynote]

Some snippets from ad:tech:

  • Every time when the ‘G’ index refreshes, 25% of the content is new
  • 118 bio email & IM sent every day
  • Of all searches 67% are influenced by ‘some offline’,  37% by TV and 30% from Print
  • 29% of Amazon sales come from partners
  • "It is about making domains social rather than making social domains" – Brad Garlinghouse, Yahoo! Vice President of Communications and Communities (great title!)

Slide4 [Google Keynote]

More snippets [via Andrew Agbay, Universal McCann]:

  • Question: Why do we need SEM if your brand is already the top result in organic search? Answer: "Sum is greater than the parts." In one study (iCrossing Search Synergy Natural & Paid Symbiosis, March 07), the % increase in clicks to the website when SEM is used with SEO was 91.8%
  • If there are ad networks in online advertising, there are also ad networks in mobile advertising
  • Users of social media are increasing, however, engagement is flat! Thus, making social media more "social" is critical. Social networking sites should start connecting to other websites the targets use
  • The most popular widget in the world is the…clock

FusionBrand

"Here are some [more] random notes [from Fusionbrand] that were either sufficiently disturbing or interesting enough to merit being jotted down on the back of my speaker’s badge. Also included are some hit-or-miss inspirations that occured to me during the event:

  • 10 hours of video are uploaded to YouTube each hour
  • Before long, 40-60% of all traffic on the internet will be video
  • New business idea?: centralized "dashboard agency," which would provide the necessary integration among multiple sets of numbers and linkages to corporate goals
  • No sleep?: 18-25 year olds were asked what they would do with an extra 15 minutes a day. A healthy percentage said they would spend it on social networks

Slide2 [Google Keynote]

What’s tired:

  • "Positioning": Amazingly, I did not hear this relic from the 1970s mentioned once
  • "360-degree marketing": The audience laughed when this term was heard
  • "1:1 marketing": Experts agreed that failures with 1:1 marketing were making it difficult to sell segmentation today
  • "Viral marketing": Usually referred to in the sense of a prehistoric ancestor to social networking

What‘s wired:

  • Engagment: Every speaker mentioned it at least five times. However, some speakers only mentioned in the sense that "we want customers to engage with us." Engagement must be a two-way street
  • Measurement: Once measurement was a dirty word among creative-driven executives and agencies. Now the entire marketing world seeks to be data-driven
  • Entertainment: The primary tool for engaging with consumers on the Internet
  • Mobile marketing: After a decade of hype, everyone kept promising that yes, really, I swear, this is the year that mobile marketing takes off
  • A lot of pokes: There are 530 million users on social networks worldwide
  • So that’s why you need 15 minutes extra a day: 20% of all Internet users have visited a social network within the last 30 days
  • Three types of media: Owned (internal), bought (advertising, etc) and earned (WOM, etc.)
  • Emperor-has-no-clothes speaker insight: Why do we have campaigns with a beginning and an end? It just requires so much energy and money to start a new campaign. With social networks, promotion never ends.
  • New buzzword to learn: ROPO (Research Online, Purchase Offline)
  • Best quote heard: "A lot of companies think social networking means, ‘We want you the consumer to tell us how great our products are.’ — Josh Sklar, Global Chief Creative Agency, BLUE
  • Best case history: Coke Zero in Australia. Coke tried to pave the way for a product introduction by mimicking an "underground" slackster/hipster movement. Of course, it was outed. Lesson: Always be authentic.
  • Most overused case history: The UGM effort to promote Tahoe. It backfired when environmentalists used the UGM effort to blast the Chevy gas-guzzler. However, Chevrolet won brownie points by letting the critical videos remain online.
  • Sign of times: Nestle in Philippines upped its digital marketing budget from 9% to 25% this year.
  • New boy toy: After the conference I bought the Creative Labs version of the hot-hot-hot Flip video camera. The New York Times called it "one of the most significant electronics products of the year." If this takes off like the iPod, pretty soon 80% of the traffic on the Internet will be video."
    [FROM Nick Wreden; EDITED]

Slide3 [Google Keynote]

 

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    • nicci
    • June 30th, 2008

    Most interesting point that struck me was listening to the Marketing Director for Zuji … they are massively downscaling SEA since keyword buys for their category are too expensive and no longer driving reasonable returns.  Already peaked in terms of effectiveness for their industry.  (When) will this phenomenon start to creep into play for MS?  I’m sure a long way behind classic direct online sellers with a consumer audience like travel, insurance etc …  but something to think about.  
    Instead Zuji are putting greater focus on SEO.  And returning to their database (their “gold-dust”) to become more and more sophisticated in the personalisation and customisation of communciations with their loyal users.  Rewarding them with more “firsts” in terms of offers and entertainment. 
    I see that as the final barrier that’s holding up the rebalancing of spends to match media consumption habits (ie why still such a low % total markeing investment online) .  The recent Brand Republic article talks about the differing mindsets in which the majority of consumers still approach online versus TV.  The former being in “sitting forward/info seeking” mode, the latter being in “sitting back/relax/be entertained” mode.    When consumers start to think of online equally as an entertainment and info-seeking option and marketers start actively creating content or opportunities for UGC with this in mind – that’s the tipping point.  Getting there looks like it will continue to be a push/pull from both.  Unless we see something really game-changing arriving in terms of apps …

    • July 2nd, 2008

    Hi Chris, how are you doing? i read your article, but i have some questions could you pls explain them for me?thank you!
     
    "Positioning": Amazingly, I did not hear this relic from the 1970s mentioned once (do you think Positioning is useless for this moment?why?)
    Engagment: Every speaker mentioned it at least five times. However, some speakers only mentioned in the sense that "we want customers to engage with us." Engagement must be a two-way street could you pls explain it for me:)
     
    Mobile marketing: After a decade of hype, everyone kept promising that yes, really, I swear, this is the year that mobile marketing takes off (in Singapore or the developed countries? how about china? could you predict the mobile market in China in next year years?)
     
    thank you professor Chris^^

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