Some insights into changing media landscapes and tools to leverage on the web and mobile penetration.

1. New Advertising Media

2. Traditional Advertising Platforms
Employee generated, one way content
Print TV Radio Face-2-Face
Newspapers, Commercials,
Commercials, Door-Door
Magazines Infomercials
Infomercials Salesman Model
Outdoor Banners, Radio Event Local Event
Product Placements
Posters Sponsorship Sponsorship
Radio Program Event
TV Event/Program
Direct Mail, Brochures Sponsorship Service Sign-Up
Sponsorship
Amway Incentive
Model
Brochure / Offer
Distribution

3. What’s Changed?
• •
Cell Phones - Calling Laptops
• •
MMORPG SMS texting
• •
Digital Video Touch Screens - Scribble
• •
VoIP - Skype iVLE
• •
Google / Search Web Applications
• •
The Internet Wi-fi
• •
iPod - Music, Podcast Myspace & Facebook

4. New Advertising Media Platforms
User Generated, User Propagated Content
Social Networking
Podcasts e-Games
mPublish Video Sharing
User
Blogs Websites
Forums Wikis
Instant Messaging
MOBILE
WEB

5. Where are consumers?
Admit it...You go there too.... All the time

7. What are they Doing?
The Brand of “ME”......... Ey! You Talking to “ME”?
• Create Personal “Brand” - Online
• Myspace, Facebook etc allow personalization
• Personalized Merchandize: zazzle.com
• Share Personal Point of View
• Blogs, Twitter - Blog on the go.
• Vernacular Blogs - Deeper Local Reach
• User-prioratized-News: Digg.com
• Connect with friends, send gifts, parties
• Forward jokes, other material
• Poke, Scrap, Buzz, Comment, Gossip

8. Is this really true?
Think Twice before you give your Credit Card to your Spouse
• People Talking in a POWERFUL new way
• 1 Billion people used the internet in 2006 (IDC)
• 35% of US Internet Users have posted Content Online
• 75,000 Blogs Picked Up every day
• Total Internet-Directed Spending = $ 900B (2008)
• Online Purchase - $229B in 2008 (Forrester Research)
• Internet-Directed Outside Purchase - $632 Billion (Jupiter Comms.)

9. Informed New Consumer
“Buy Starhub and Singtel Stocks”
• Internet & Mobile Devices
• Consumers are Talking
• People trust (only) people
• “Conversation” revolution
• Consumers compare prices
• Consumers Read Reviews

10. Web Marketing
Make Dialogue, Add Value
• Don’t Repeat Old Mistakes (Ref:Video)
• Google Ad-Relevance
• Aesthetic Ads - Widgets
• Banner Ads - Flashy and Ugly Ads are hated
• Don’t Hard Sell
• Enable interactivity, get out of the way

11. Widgets
• Sniplets of Software
• On Myspace Pages
• On Blogs, Desktop
• Adds-Value, Content
• Nice Advertising
• Entertain, Edutain

12. Viral Marketing
When Marketer Says --- It’s Advertising
When Person Says --- It’s Word of Mouth
• Claim
• Satisfied Customer tells 3 people
• Unsatisfied customer tells 11 people
• Target: Pre-Existing Social Networks
• Encourages people to pass a message voluntarily
• Methods: WoM, Email, e-Social Networks
• Target: People with high social networking potential
• Emotions: Joy, Fear, Disgust, Surprise, Anger
• Super Successes: Hotmail, The Blair Witch Project, Gmail

13. PINKO Marketing
Conversations & Communities - Lady loves Pink
• Don’t just sell a product - Build Communities
• Firefox - NYT Ad
• Suggested by the Developer Community
• Funded by the community
• Final Ad focussed on Community
• Letting things evolve
• Wikipedia, Facebook

16. Conventional Marketer “Community” Marketer
Creating Passionate users - Evangelists, by
Strategy Planning, Research, Media Buys, Project Mgt,
listening, observing, being part of the community -
Brand Development & Mgt, Advertising & Promotions
and innately knowing what they will need next
Helping community Kick Ass = $next to nothing
Focus on Deliverables: Cost per click, media planning
within given budget, ROI etc Shifting your advertising budget to improving your
product = PRICELE$$
Erm... talks to people
Study target markets, collects consumer data, predicts
future market trends, conducts user testing, focus
Not too hard since (s)he knows many of them
groups and customer feed-back surveys
personally
Uses words like: Peng Sim, James, David, Yurii,
Uses words like: Consumer, target, buyer and user to
Geetika, Cossmos, Vijay, Ricky, Kotler, Kevin to
describe customers
describe members of his community
Listens and Participates in conversation
Controls and Crafts Message for Change

17. GET OUT OF THE
WAY
PINKO
Marketing
Clue Train
PERSONAL
Event
Marketing
Direct Direct e
Open Sourc
Sales Marketing Viral /
WOM
Marketing
Traveling
SEED
Sales / Tele-
marketing
GENERIC / MASS
Promotions
Public
Relations
Advertising
CONTROL THE
PUSH PARTICIPATE
MESSAGE

18. Mobile + Web Integration
• Information Anywhere, Anytime
• Always On, Always Connected
• Always with you
• On-the-go Blogging - Twitter, Jaiku
• On-the-go entertainment
• Knows where you are
• Mapvertising,
• Proximity Marketing

19. Channel - NOT Strategy
Complements Traditional Marketing

20. Web, Mobile Ads
Is someone really looking at your Ads?
• CPA ( Cost Per Action)
• Pay for Ad only after Action
200
• Google Ad Sense -
150
• Cost per Click (CPC)
100
• Cost per Impression (CPI)
50
•
0 eBay- Adcontext
Clicks Impression CPC CTR
• Cost per Time (CPT)
Campaign 1 Campaign 2