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Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Search
     Discovery
   Connectivity
& The Power of Data

                 Hello@happymarketer.com
Digital Media
is revolutionizing
     our lives!	


                   Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
What are some of the 
trends you observe?	

                              Crowd-sourced	



      Off-line  online 
        integration	

                    Localized	





  Personalized	

                                 Data-driven	


                              Social	



                                                         Hello@happymarketer.com
Real-time data 
integrated digital
marketing
Prantik Mazumdar	

Partner, Happy Marketer	

prantik@happymarketer.com	



                               Hello@happymarketer.com
If I were to ask you, how is Singapore feeling today?
Sad? Happy? Ok? What would you say??




                                        Hello@happymarketer.com
And how was Singapore feeling during the Budget
 Valentines month?J
                                Valentines Day!	





                                      Hello@happymarketer.com
Let’s see what are people in HK searching
for right now?......




                                  Hello@happymarketer.com
And what are they tweeting as we speak??

                                      03:14	
  




                                 Hello@happymarketer.com
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?	




                                                         Hello@happymarketer.com
We have moved into a
               real-time information era	

                                
       People are searching  communicating
through real time, social  location-aware mechanism	

                                    
                            	

             What sparked this change??	




                                          Hello@happymarketer.com
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	
  




                                                                 Hello@happymarketer.com
Its much more than just Facebook, LinkedIn 
Twitter…




                                 Hello@happymarketer.com
Everyone can be a creator, critic 
collector!




                                      Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Social media allows the same consumer to be
a producer  your brand ambassador too!




                                 Hello@happymarketer.com
Hello@happymarketer.com
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	

                                           Hello@happymarketer.com
How has this affected the print industry?	





                                     Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
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Hello@happymarketer.com
Why is the 600+ year old 
 printing press industry 
  suddenly struggling?	

                         Hello@happymarketer.com
Discussion	





                Hello@happymarketer.com
I wasn’t joking when I said that Hong
Kong folks are mobile  social in toilets;)

     We are pretty high in the scale!




                                  Hello@happymarketer.com
Hello@happymarketer.com
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	





                                            Hello@happymarketer.com
Asia	
  	
  HK’s	
  Digital	
  and	
  
Mobile	
  Landscape	
  



                                  Hello@happymarketer.com
Source:	
  www.thomascrompton.com	
  
                                        Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Smartphone Penetration in APAC…..

   •  Singapore – 70%	


   •  Hong Kong – 60%	

    	

   •  Australia – 37%	


   •  USA – 31%	





                                    Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Do check out some of these fashion/beauty/
luxury pages…..




                                     Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Mobile Web Trends are rather
       unique in Asia	





                           Hello@happymarketer.com
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% 	


                                                          Hello@happymarketer.com
Smartphones, mobile web, mobile apps
      are transforming our lives!	





                             Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
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	





                                            Hello@happymarketer.com
Lets	
  talk	
  luxury	
  	
  lets	
  
talk	
  digital!	
  



                                    Hello@happymarketer.com
What business are we in again?


          CONTENT PUBLISHING

                     

           MEDIA ADVERTISING



                                 Hello@happymarketer.com
Who are my target audiences?




Can digital help me cater to
different segments?
                               Hello@happymarketer.com
SPONSORS
 BRANDS	



 BURDA	



 TARGET
AUDIENCE	

              Hello@happymarketer.com
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?	


                                                         Hello@happymarketer.com
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	





                                                            Hello@happymarketer.com
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	




                                                            Hello@happymarketer.com
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	


                                                  Hello@happymarketer.com
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.	


                                                Hello@happymarketer.com
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	


                                                       Hello@happymarketer.com
#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.	





                                                           Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#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.	





                                                           Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#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.	




                                                           Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#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
     	



                                                             Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#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.	

 	





                                                             Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#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.	

 	





                                                           Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#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	

 	




                                                            Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#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	

  	




                                                           Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#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.	





                                                            Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#10. Use digital to convey exclusivity




  1.  Closed communities  selective services to elite customers	


  2.  Premium-paid models possible	





                                                        Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
#11. Facilitate  encourage social
sharing  crowd-sourcing




                                     Hello@happymarketer.com
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	


                                                  Hello@happymarketer.com
Hello@happymarketer.com
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	





                                            Hello@happymarketer.com
Drive
Traffic	





            Hello@happymarketer.com
Drive
             Traffic	



             Drive
            Eyeballs	



Increase                   Increase 
  Subs	

                  Ad Sales	


                          Hello@happymarketer.com
Drive
Traffic	





            Hello@happymarketer.com
Search Engine Marketing/Optimization




                                Hello@happymarketer.com
Display Banner Advertising

                         Display
                        Advertising	



   Premium                       Run-Of-           Contextual
                 Run-Of-Site	

     Buy	

                         Network	

         Network	





                                                 Hello@happymarketer.com
Premium Buy




              Hello@happymarketer.com
Premium Buy




              Hello@happymarketer.com
Premium Buy




              Hello@happymarketer.com
Premium Buy




              Hello@happymarketer.com
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	


                                              Hello@happymarketer.com
Run-Of-Site




              Hello@happymarketer.com
Run-Of-Site




              Hello@happymarketer.com
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	


                                             Hello@happymarketer.com
Run-Of-Network




                 Hello@happymarketer.com
Run-Of-Network




                 Hello@happymarketer.com
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	


                                            Hello@happymarketer.com
Contextual Networks




                      Hello@happymarketer.com
Re-Marketing on Contextual Networks is
very powerful




                                 Hello@happymarketer.com
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	


                                            Hello@happymarketer.com
Social Media Advertising

                 Social Media
                 Advertising	




   Facebook	

        LinkedIn	

         Twitter	





                                    Hello@happymarketer.com
Facebook Advertising - Premium




                                 Hello@happymarketer.com
Facebook Advertising – Run-Of-Site




                                 Hello@happymarketer.com
LinkedIn Advertising - Premium




                                 Hello@happymarketer.com
LinkedIn Advertising – Network Ads




                                 Hello@happymarketer.com
Twitter for Business!




                        Hello@happymarketer.com
Twitter – Promoted Tweets




                            Hello@happymarketer.com
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	



                                                Hello@happymarketer.com
In Display  Social Advertising, creatives
are the key to success and there are
various formats




                                    Hello@happymarketer.com
And they have varying performance
efficacies….




                                Hello@happymarketer.com
And they have varying performance
efficacies….




                                Hello@happymarketer.com
Global Creative Showcase




                           Hello@happymarketer.com
Local Creative Showcase




                          Hello@happymarketer.com
Mobile  Table Advertising




   Click-To-    Click-To-                               Click-To-
                              Click-To-Call	

   Website	

   AppStore	

                               SMS	




                                                 Hello@happymarketer.com
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.	

  
                                    Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
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	


                                   Hello@happymarketer.com
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	

 
 	

                                    Hello@happymarketer.com
Case 3: SP Open House




                        Hello@happymarketer.com
Case 3: SP Open House




                        Hello@happymarketer.com
Case 4: Audi Fashion Festival




                                Hello@happymarketer.com
Case 5: Lipton Ice Tea




                         Hello@happymarketer.com
Case 6: Starwood Hotels




                          Hello@happymarketer.com
How do you buy display ads?	





                           Hello@happymarketer.com
Publishe
                r	




  Ad          Agency	

   Clients	

Network	




                           Hello@happymarketer.com
What are the different
  pricing models?	





                            Hello@happymarketer.com
Advertising Pricing Models

  1.  CPM – Impression Based	


  2.  CPC - Click Based	

  	

  3.  CPE – Engagement Based	


  4.  CPL – Lead Based	


  5.  CPA – Acquisition Based	



                                   Hello@happymarketer.com
Hope you’ve enjoyed the session.
        For anything else
     just drop me a tweet	

           @pranmaz	

               	

  Or call me at +6590695123	





                               Hello@happymarketer.com

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