Talk on "Generating ROI with Digital Marketing" at E27's Founders Drinks August 2013

1. Generating ROI with
Digital Marketing 28 August 2013

2. Leon CK Leong
Business Relations Director
leon@techsailor.com
sg.linkedin.com/in/leonck/Singapore – Malaysia – China
Connect with me on Email or LinkedIn

3. Techsailor Group
Leading Digital Marketing Agency
serving more than 100 clients to date

4. Techsailor Group
“NTUC Membership Facebook Page TOPS
in Page Engagement” says CampaignAsia

5. Techsailor Group
Recent Agency Acquisition

7. Digital Marketing
Facts and Statistics

8. Asia’s Digital Advertising spend is
the fastest growing in the world”
- eMarketer
“

9. Singaporeans spend the
most time on Facebook
Almost 40 minutes per session
Americans spend 21 minutes
- Experian Hitwise
World #1

10. Facebook:80% Newspaper:34%
Reach across Singaporeans aged 25 to 34
vs
- Maxus

11. 90% of
Singapore
owns a smart
phone”
- Mobile Marketing Association
“
World #1

12. 36% of Asia’s technology savvy markets
use mobile-location services to find
restaurants and entertainment
venues nearby”
- TNS (Mobile Life study)
“

13. 3 Case Studies
on Digital Marketing (by others)

14. Lacta’s digital campaign builds critical
mass and drives huge brand awareness

15. Innovative Endless Racing iPhone game
puts VrijVerzekerd.nl in the limelight

16. GranataPet drives sales creatively via a
“check-in” location-based campaign

17. 3 Case Studies
on Digital Marketing (Techsailor)

18. NTUC Membership (Singapore)

19. NTUC Membership (Singapore)
Online NTUC Membership Sales
50% 42%
Month 1 Month 2
22,000
FB Page LIKEs
2,000
user votes
Intelligence
Generated
50%
Online Sales Growth

20. OCBC Cycle Singapore

21. OCBC Cycle Singapore
10,000
FB Page LIKEs
2,300
user pledges
10%
Y-O-Y sales growth
20%
Savings on call center

22. Unilever Comfort (Malaysia)

23. Unilever Comfort (Malaysia)
63,000
FB Page LIKEs
30,000
Participants
320%
M-O-M sales growth
30%
Increase in engagement

25. 3 tips on generating ROI
for your Digital Marketing

26. Tip #1:
Define ROI and metrics

27. #1: Define ROI and metrics
“What are your objectives, who
are your target audiences and
what are your KPIs?”
- Techsailor

28. Don’t measure what you can, measure
what you should”
- Philip Sheldrake
“
#1: Define ROI and metrics

29. Tip #2:
Integrate and Synergize

30. #2: Integrate and Synergize
Technology silos make it impossible to
understand both the impact of campaigns,
and the behaviour of customers, across
multiple channels”
- Forrester
“

31. Integrated Digital Marketing involves all
platforms and channels interoperating in a
synergized ecosystem” - Techsailor
“
#2: Integrate and Synergize

32. Tip #3:
Influence Purchase Decision

33. #3: Influence Purchase Decision
We don’t do advertising anymore. We
just do cool stuff… We need to become
part of people’s lives and digital allows
us to do that.”
- Simon Pestridge, Marketing Director, Nike UK
“

34. Map your customer journey; what are
the touch points and causal relationships
leading up to a conversion?”
“
#3: Influence Purchase Decision

35. 3 tips
Define ROI and metrics
Integrate and Synergize
Influence Purchase Decision

36. DO NOT
venture into Digital Marketing until
you’ve figured out how to…

37. Facebook.com/SoLoMoThursday
(Tomorrow with Keith Ng, 7:30 PM at “TheCo”)
Learn about Gamification!

38. Leon CK Leong
Business Relations Director
Techsailor Group
www.techsailor.com
www.fb.me/techsailor
Thank You!
Email me leon@techsailor.com OR
Link me in sg.linkedin.com/in/leonck/
If you would like a copy of the slides