The third and final day of the iMedia Agency Summit was packed with presentations on digital marketing outside of the norm and some roundtable discussions. Since this was a looooooong and packed day, I’ll use bullet points and focus on my takeaways to keep this readable.

Nielsen:

• advertising is not embracing Internet use as fast as consumers
• questions that marketers ask:
  • “Did the right people see my message?” — importance of data and measurement
  • “Did my message impact them?” — importance of listening (monitor communities) and asking (brand health tracking, online customer relations)
  • “Did they buy more as a result?” — intro to Nielsen AdEffectiveness

David Smith, CEO of Mediasmith, “The Medium is the Metric: Using Social and Other New Media to Track Campaigns”

• social is good for: graphical ads, real-time search, data (map of connections), consumer conversations
• how to track:
  • setup tools prior to campaign – take note of parameters, e.g. dates
  • keywords – brand/product, competitors, vertical, campaign tagline
  • plan for follow-up action
• tips: front-end planning, progress planning (before-during-after), damage control

Kim Walker, SILVER, “The Rise of the Silver Surfer”

• “Population ageing is unprecedented, a process without parallel in the history of humanity” – UN World Population Report, 2007
• in APAC, 2008-2018, ages 0-14: -6.5%, 50+: +33.5% reaching about 1 billion people
• not all are the same: demographics, culture, gender, attitudes
• APAC Aug 2009: 18.5% of all surfers are older than 50 years old, more than 100 minutes in online gaming per month
• homepage viewing time 42% longer, look at same content but for longer
• errors made: 20-50% more
• less likely to register (Forrester, Q3 2007)
• Web 2.0 technology can distract, but users embrace creating/sharing/community
• 55+ and older: 16.5 million on Facebook (fastest growing segment), 204 minutes per month on MySpace, 70 hours per month with 1.2 million active users on Second Life
• Baidu created 123Baidu with clustered search for older people
• degree of age-related: low >– importance of web as channel — what web is used for — how web is used –> high

Roundtable discussion: “The Social Media Effect”

• agencies need to invest in social monitoring, which will lead to sell-in
• objective is important, e.g. brand management, crisis control, SEO, etc.
• social networking as CRM tool –> use CRM metrics, no short-term goals
• every topic will become a social network due to “hyper-local” nature
• apps: games, polls, competitions, in China – social commerce
• many variations of the same engine, e.g. skinning, to contextualise to specific audience
• repurpose same app on different geography / networks (Friendster, MySpace, etc) / platforms (Web, mobile, iPhone, etc)
• app’s virality can depend on building virality into it, e.g. Mafia Wars
• social media is also paid media, e.g. Farmville bought ads on Facebook
• Best Buy – allows in-store staff to respond to customers through Twitter
• enable advocates, convert critics to advocates
• track sentiment of competitors, reach in different networks

Greg Paull, R3, “The Future and Getting Paid for it”

• ask clients what they want
• satisfaction = performance / expectations, need to address expectations
• 38% of advertisers cite creativity as most positive aspect of digital agencies (26% – knowledge, <5% – analytics)
• 44% cite lack of ROI as barrier to increasing digital budget (42% – marketing understanding, 41% – understanding agency)
• 69% are not cautious about spending due to current market instability
• new agency model:
  • consultative – e.g. Meikao in China: work directly with client’s CEO, flat fee, sales incentive
  • collaborative – e.g. Coca-Cola China: created own agency to bring people from different agencies together, no ego, common goal
  • creative – e.g. Mars: agency in China spent five days in US office, ran ideas of marketing director directly
  • cashed up – differentiate on results not price, seek out new relationships
• market your brand as if it was your own client

Balasingam-Chow Yu Hui, with Rueben Anthony, is representing XM Asia Pacific at the iMedia Southeast Asia Agency Summit in Phuket, Thailand. The conference is on 5-7 October at the Indigo Pearl. Stay tuned to find out what’s happened at the conference.

In my view, the iMedia Southeast Asia Agency Summit started proper today. It consisted of some presentations, the keynote address, and a panel discussion — all in the space of four hours in the morning.

During the agency breakfast, we heard two presentations, one from MediaRing Talk, the other from Eyeblaster.

MediaRing Talk:

• besides its telephony service (like Skype), it also has mobile advertising solutions – banners, skins
• case study: Singapore Airlines – 4.26% click-through rate, 2.9% conversion rate
• (what was not discussed thoroughly is that MediaRing Talk’s users are mainly in India)

Eyeblaster

• four new technologies: tabbed ads (display video, text, downloads, etc. in a tabbed banner), dynamic data (e.g. for airlines to pull the latest fares from their booking engines), behavioural targeting (ad’s content that is displayed is based on how you interacted with it previously), and smart versioning (create new versions of the same ad through a non-programmatic user interface (like multivariate testing, but for ads))
• new metric: dwell time – average number of seconds a user is engaged with an ad; sort of similar to how TV is measured, so it’s more easily understood by traditional marketers
• 2008 worldwide trend: 0.14% click-through rate, 0.32% conversion rate
• rich media increases conversion by 2.5x
• optimization increases conversion by 1.5x

Next up was the keynote by Randall Rothernberg, president of the Interactive Advertising Bureau. In his presentation, he listed seven reasons for digital marketers to join the IAB Southeast Asia:

1. networking
2. intimate association with customers through research
3. government lobbying
4. training and development
5. develop standards
6. IAB as a platform to market itself
7. stay ahead of trends

Benefits of joining the IAB include:

• committee participation
• webinars
• professional development
• networking
• access to IAB products and services
• discounts

(Note: I am not necessarily advocating IAB nor do I receive any kind of kickback for listing the above.)

Randall continued with his second keynote, “What marketers REALLY want from digital media!”

• Marketers face the following challenges:
  • measurement standardisation
  • cross-media measurement
  • antiquated media-mix modeling (e.g. “we’ll buy ads in Yahoo and Facebook)
  • overuse / misapplication of direct response standards and methodologies
  • government regulations
  • creative shabbiness
• Marketers seek new insights capabilities (82% want consumer insights, 80% behavioural targeting)
  • Source: Marketing and Mobile Ecosystem 2010, arranged by Pricewaterhouse Coopers
• Marketers increasingly valuing media and media strategy
  • 58% think direct partnerships with media are more important than going through an agency
  • 60% think media should be integrated with full service agencies or build up their own (26% think media and creative should remain separate)
• Marketers want “social”, “dialogue / conversation”, “intimacy”
• Interactive advertising has ignored creativity, e.g.
  • disincentivizes greatness (e.g. no more names on doors)
  • fails to penalise mediocrity
• Interactive marketing revolution = creativity + data + analytics + digital media, i.e.
  • consumer insights
  • boundary-less creative
  • conversation and community
  • 360-degree embrance
  • metrics that matter
  • true behavioural targeting

Immediately after the keynotes, we dived straight into the keynote power panel, with Randall as the moderator. The panel was entitled, “How should agencies organise themselves to avoid extinction”. However, the panelists pretty much discussed the problem, rather than coming up with solutions. As a result, I noticed that most attendees had zoned out about halfway through and were more busy doing their own things.

For me, I thought that maybe there could have been a few intelligent audience questions, but we were all suffering from lethargy already and looking forward to lunch, thus the silence when Randall asked for questions from the floor.

The afternoon was spent at our recreational activities (snorkeling, golf, archery), in spite of the rain. But I won’t bore you with those details.

Balasingam-Chow Yu Hui, with Rueben Anthony, is representing XM Asia Pacific at the iMedia Southeast Asia Agency Summit in Phuket, Thailand. The conference is on 5-7 October at the Indigo Pearl. Stay tuned to find out what’s happened at the conference.

It’s the first day of the iMedia Southeast Asia Agency Summit, here in rainy Phuket. Yes, the rain has been off-and-on, but so far, that hasn’t put too much of a dampener on spirits, unless anyone was craving for the beach.

Today’s event started at 5pm with a “One Minute Match Up”. All of the agency delegates sat at their assigned seats, while members of the media and publishers moved around the table, kind of like musical chairs. The idea was that the delegate and media member would have one minute to get to know each other, exchange namecards, that sort of thing. Every minute, there would be a bell and a recorded voice, saying, “Please move.”

Of course, few people actually stuck to the rules. One minute was probably too short for a proper introduction. Nonetheless, in the hour allotted for this session, I got to meet a few folks, half of whom were already familiar with XM (yay!).

A cocktail reception followed, where we could mingle more casually and catch up with old friends or make new ones. Later, we were ushered to a ballroom for dinner, sponsored by Tribal Fusion. There was a short presentation about what Tribal Fusion does (it’s an advertising network that sells advertising solutions across content verticals, it’s key difference being that it also scans those content to better understand the websites in those verticals), and then the buffet dinner commenced. Another round of drinks followed after that.

Today was a short day, with delegates arriving almost the whole day. But the next two days should be packed with keynotes, discussions, and fun!

Balasingam-Chow Yu Hui, with Rueben Anthony, is representing XM Asia Pacific at the iMedia Southeast Asia Agency Summit in Phuket, Thailand. The conference is on 5-7 October at the Indigo Pearl. Stay tuned to find out what’s happened at the conference.