The document discusses trends for digital marketing planning in 2010. The five key trends are: 1) augmentation of traditional and digital media rather than isolation, 2) making content work on mobile platforms, 3) social media becoming mainstream, 4) open communities and user-generated content, and 5) users becoming more savvy on platforms like Facebook. When planning a digital marketing strategy, brands should budget at least 20% for digital and integrate it into the overall marketing mix rather than compartmentalizing it. Goals should include both brand awareness and engagement metrics, and pitfalls to avoid include short-term thinking and lack of coordination with traditional channels.

1. Trends for 2010
Planning for
Digital

2. Trends for 2010
Planning for
Digital

3. Trend #1
Augmentation,
not isolation

4. Augmentation, not isolation
1. More digital as interactive budget get
considered into the marketing mix
2. Symbiosis of traditional and new media;
leveraging off strong functionalities of each
platform
3. Amplification and sustenance via digital,
creating campaign long-tail effect

5. Trend #2
Make it work on
Mobile

6. Make it work on mobile
1. Mobile phones become the new on-the-go
computers
2. High user acceptance to accessing data when
on the move; proven by spike in Facebook and
Twitter activities on mobile
3. Phenomenal rise in smartphone penetration in
large developing countries; result of cheaper
smartphone sets and pre-paid data plans

7. Trend #3
‘Social’ is now a
given

8. ‘Social’ is now a given
1. Result of social networking as an accepted tool
of branded communications
2. Sharing culture in online user behaviours aka
the viral effect
3. Now not about website as a destination, but
about website taken to the destination
(audience)

9. Trend #4
Open architecture
and communities

10. Open architecture and communities
1. Forums, blogs, streams, comments, chatters,
messages - the open nature of web and how
people trade content
2. The Vocal audience become commonplace;
digital is the open ground
3. Social media gets accepted as part of a larger
digital marketing strategy

11. Trend #5
Everyone’s a
Facebook expert

12. Everyone’s a Facebook expert
1. More time spent leads to proficiency and
ability to filter out clutter
2. Users get smart in how brands interact with
them, and vice-versa
3. Revolution; from one-way to two-way
campaign format

13. Trends 2010 summary
1. Augmentation, not isolation
2. Make it work on mobile
3. ‘Social’ now a given
4. Open architecture and communities
5. Everyone’s a Facebook expert

14. Trends for 2010
Planning for
Digital

15. Planning for Digital
1. Budgeting
2. Goals and success metrics
3. Pitfalls to avoid

16. 1. Budgeting
1. 20%. Although there is no standard
benchmark.
2. Depending on goals, as high as 40%
or higher.
3. Wrong to separate digital away.
Budget for digital as you would for
any typical media.

17. 2. Goals & Metrics
1. Many goals to a digital campaign
2. Brand and product awareness
3. Perception and sentiment
management
4. Influencers and opinion leaders
5. CRM tool

18. 3. Pitfalls to avoid
1. Compartmentalizing digital
2. Short term execution
3. Lack of long-term strategy
4. Not synchronized with traditional
5. Separated media mix
6. After-thought

19. Summary
1. Digital augments traditional
marketing techniques and goals
2. Does not replace but enhances reach
and effects
3. Avoid compartmentalizing digital
4. Always put it into the mix
5. Make it work on mobile

20. Noor Ashikin Aziz
noor.aziz@draftfcb.com 17th Floor, Menara IGB
Mid Valley City
Lingkaran Syed Putra
Kuala Lumpur 59200
Malaysia
T. +603 2296 3600
F. +603 2283 4143
www.draftfcb.com
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