11. What are some of the
trends you observe?
Crowd-sourced
Off-line online
integration
Localized
Personalized
Data-driven
Social
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12. Real-time data
integrated digital
marketing
Prantik Mazumdar
Partner, Happy Marketer
prantik@happymarketer.com
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13. If I were to ask you, how is Singapore feeling today?
Sad? Happy? Ok? What would you say??
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14. And how was Singapore feeling during the Budget
Valentines month?J
Valentines Day!
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15. Let’s see what are people in HK searching
for right now?......
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16. And what are they tweeting as we speak??
03:14
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17. Some fun social mobile trivia!
1. What is the mobile penetration of HK
2. What is the smartphone penetration of HK?
3. What is the most expensive iPhone/iPad app?
4. How many of you’ll use a mobile device while watching TV?
5. Which country has the highest per capita usage of Facebook by time?
6. Which is the fastest growing user segment on Facebook in HK?
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18. We have moved into a
real-time information era
People are searching communicating
through real time, social location-aware mechanism
What sparked this change??
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19. The advent of Web 2.0 has transformed
revolutionized the Internet…
Web
2.0
encompasses
services
applica8ons
that
facilitate
a
two-‐way
process
to
communicate,
share
and
collaborate
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20. Its much more than just Facebook, LinkedIn
Twitter…
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21. Everyone can be a creator, critic
collector!
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26. The Internet has democratized
information flow.
People Consumers have the
power choice to communicate, critique,
discuss, share, transact through various
social location-aware mobile tools
Brands companies need to innovate
offer new, relevant ways to live, work play
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27. How has this affected the print industry?
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38. Today’s agenda…..
1. Asia HK’s Digital Mobile Landscape
2. 11 Best Digital Practices for Luxury Brands
3. Different Online Media Advertising Options
4. Operationalizing the Digital Roadmap
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39. Asia
HK’s
Digital
and
Mobile
Landscape
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71. Mobile Web Usage Trends…..
• Globally 8.9% of web traffic comes from mobile
• In Asia, that number stands at 14%
- Japan : 47%
- Urban China : 43%
- Singapore : 35%
- HK : 16%
• In many other Asian countries, most mobile Internet
users never use a desktop/PC
- India : 59%
- Indonesia : 44%
- Thailand : 32%
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79. Today’s agenda…..
1. Asia HK’s Digital Mobile Landscape
2. 11 Best Digital Practices for Luxury Brands
3. Different Online Media Advertising Options
4. Operationalizing the Digital Roadmap
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84. Key Questions to Discuss Debate
1. Do affluent consumers consume content
purchase products online?
- If so, which segments through which channels?
2. Should luxury brands be present online at all?
3. How do we use the web to tell the luxury
brand story?
4. How do we recreate the sensorial experience
of the brand online?
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85. A broad outlook
1. Traditionally, luxury brands have been hesitant to move online
2. Given Internet’s increased ubiquity print’s diminishing returns,
more more luxury brands are going digital
3. Research indicates that affluent consumers, especially the younger
lot are avid users of social digital for consuming information,
research, products services – up to about 70% of HNIs
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86. Luxury brands must have a strong
online presence…
1. Without or without the brand’s online presence, there are
multiple sources of 3rd party information anyways, that affluent
consumers can tap on to.
2. Its vital that the brands themselves have their own authentic voice
presence online else it risks being shadowed
3. What is critical though for the brand to strategize what channels
to use, what assets to create, how to reach the right audience,
how to monetize the assets, how to transform the organization
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87. 11 best digital practices of high-end
luxury brands
1. Communicate the dream of the luxury brand
2. Digital as a piece of the larger puzzle
3. Tell a great story
4. Be a cultural tastemaker
5. Provide a trusted guide to lifestyle enhancement
6. Use history as a way to push forward
7. Encourage the spirit of competition
8. Talk to the younger luxury consumers
9. Offer incomparable services
10. Use digital to convey exclusivity
11. Facilitate encourage social sharing crowdsourcing
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88. The spectrum of accessibility and
exclusivity……
All luxury brand communications must fall somewhere in
between the spectrum
Luxury brands by definition must be exclusive. However their
value must be recognized and desired by those who
cannot attain it.
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89. Where does digital play a role in?
The Internet is found on the principles of accessibility
democracy, luxury brands usually use the media to
spread the brand’s dream mythology
Digital’s role in this case is to spread the aspiration, dream
desire to the ‘have nots’ future potential customers
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90. #1. Communicate the dream of the
luxury brand
1. Build the brand’s image mythology online to make it desirable
for current future consumers
2. Many brands by default try and replicate their in-store retail
experience online without giving a thought about differing
online consumer behaviour, access devices, time of usage etc.
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95. #2. Digital as a piece of the larger puzzle
1. The most successful luxury digital campaigns are fully integrated
with a larger digital strategy and align with the brand’s values
2. Digital can be used to support all other touchpoints – including
events, campaigns, customer service etc.
3. The digital space can also help expose past initiatives to people
who may have missed them – an alternative source of fulfilment.
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98. #3. Tell a great story!
1. Go beyond aesthetics to create marketing products that add
value for the consumer – something that sparks a real social
conversation!
2. Most value-added marketing includes a heavy storytelling
component, giving consumers a reason to engage with the brand
3. The digital space can also help expose past initiatives to people
who may have missed them – an alternative source of fulfilment.
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101. #4. Be a cultural tastemaker
1. Elevate the brand’s luxury status by acting as an arbitrator of taste,
recognizing and guiding consumers to cultural excellence
2. In addition to arts culture, the brand can also take the part in the
global community by recognizing pioneers for global good.
3. Many luxury brands attempt to act as tastemakers for their
audience. The most successful efforts work because they align
with the brand values and they take an innovative approach to
highlighting the content
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107. #5. Be a trusted guide to lifestyle
content
1. Be the trusted, preferred source for best-in-class lifestyle content.
2. Create unique content that grabs people’s attention – either do
it in-house, through a content partner or other sponsorship
partners
3. Do not repeat what you are doing via offline – try complement.
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110. #6. Use history as a way to push forward
1. Luxury brands frequently illustrate and share the brand’s history
heritage and story to help contribute to the sense of craft
2. They also draw parallels to historic moments outside of the brand
to help articulate the points-of-view opinion
3. Providing users with a story about what makes the brand special
makes the purchase decision more compelling.
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115. #7. Encourage the spirit of competition
1. Affluent folks are competitive and want to win!
1. Leverage the commaradarie of sport and the excitement and
engagement that competition generates.
1. Contests can tie in with the real world events or event real
products to add gravitas
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119. #8. Talk to younger luxury consumers
1. Luxury brands need a strategy to engage the yuppies 3rd
generation royals/elite
2. Not only are they tech savvy; they could be cultivated as
long term potential, loyal consumers
3. Two prong approach: a) Listen, engage respond;
b) Youth awareness
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122. #9. Offer incomparable services
1. Time is money the affluent are willing to buy time service
at high costs.
2. Use digital touch points for exclusive, private, frequent, immediate
customer service.
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125. #10. Use digital to convey exclusivity
1. Closed communities selective services to elite customers
2. Premium-paid models possible
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128. #11. Facilitate encourage social
sharing crowd-sourcing
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129. 11 best digital practices of high-end
luxury brands
1. Communicate the dream of the luxury brand
2. Digital as a piece of the larger puzzle
3. Tell a great story
4. Be a cultural tastemaker
5. Provide a trusted guide to lifestyle enhancement
6. Use history as a way to push forward
7. Encourage the spirit of competition
8. Talk to the younger luxury consumers
9. Offer incomparable services
10. Use digital to convey exclusivity
11. Facilitate encourage social sharing crowdsourcing
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131. Today’s agenda…..
1. Asia HK’s Digital Mobile Landscape
2. 11 Best Digital Practices for Luxury Brands
3. Different Online Media Advertising Options
4. Operationalizing the Digital Roadmap
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141. Premium Buy
1. Usually a fixed spot, fixed time-frame buy with a
minimum spend
2. High Share of Voice hence great for brand
awareness creating impact
3. Typically used by large brands, especially during
product launches or promotions
4. Selling unit: CPM or CPE
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144. Run-Of-Site
1. Usually non-premium spots other than the
homepage
2. Remnant inventory, dished out randomly and
hence low share of voice
3. Following a big bang launch, used to for campaign
sustenance to create stickiness
4. Selling unit: CPM or CPC or CPA
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147. Run-Of-Network
1. Usually theme-based, collectivised, non-premium
spots other than the homepage
2. Remnant inventory, dished out randomly and
hence low share of voice
3. Following a big bang launch, used to for campaign
sustenance to create stickiness for a niche audience
4. Selling unit: CPM or CPC or CPA
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150. Contextual Networks
1. Usually non-premium spots other than the
homepage
2. Remnant inventory, dished out based on the
context of the content on the website
3. Following a big bang launch, used to for campaign
sustenance to create stickiness
4. Selling unit: CPC
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151. Social Media Advertising
Social Media
Advertising
Facebook
LinkedIn
Twitter
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158. Social Media Advertising
1. The primary benefit is that it is much more
targeted to a specific audience based on data
2. Sold on premium and non premium basis
3. Different kinds of creatives available: Banners,
Videos, Sponsored Stories, Polls etc.
4. Selling unit: CPM or CPC or CPA
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159. In Display Social Advertising, creatives
are the key to success and there are
various formats
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160. And they have varying performance
efficacies….
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161. And they have varying performance
efficacies….
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165. Mobile Display Advertising Mobile
Ads
1. Global mobile advertising
stands at US$3.3B
2. Asia contributes about US
$1.6B to the global revenue
(49%)
3. Mobile Ap Ads, Search Ads,
Location In-game
placements are most
prevalent.
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175. Case 1: Lancome
1. Video-Ad Unit led to 75%
higher than average CTR
2. HTML 5 Rich Media
creative featuring Emma
Watson
3. Strong call-to-action:
- Get Invited Now
- Save to Calendar
- Share on Facebook
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176. Case 2: HTC Sensation
1. Rich-media banner ad creative
2. Engage creative that allowed
viewers to try out different
features of the new HTC
phone virtually
3. Over 50,000 people tried
the virtual experience before
launch
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177. Case 3: SP Open House
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178. Case 3: SP Open House
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179. Case 4: Audi Fashion Festival
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182. How do you buy display ads?
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183. Publishe
r
Ad Agency
Clients
Network
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184. What are the different
pricing models?
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185. Advertising Pricing Models
1. CPM – Impression Based
2. CPC - Click Based
3. CPE – Engagement Based
4. CPL – Lead Based
5. CPA – Acquisition Based
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186. Hope you’ve enjoyed the session.
For anything else
just drop me a tweet
@pranmaz
Or call me at +6590695123
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