Kelvin ho innity

1. Integrated Marke,ng: Brand Engagement Across Channels KELVIN HO REGIONAL DIRECTOR INNITY Company Logo

2. ” “I know half of the money I spend on advertising is wasted, but I can never find out which half. John Wanamaker This quote goes way back in history, but s9ll rings true among those trying to maximize returns from modern day adver9sing campaigns. With a data driven approach -‐ we can now reduce this wastage and put the right message in front of the right audience with rela,ve ease.

3. PAID OWNED EARNED Challenges in display adver,sing

4. Campaign: The Body Shop -‐ Tea Tree Product Campaign Period : 11 Jul, 2013 -‐ 11 Aug, 2013 Objec9ve is to drive awareness for Tea Tree launch on digital plaMorm by: §  Providing a fun, engaging content to aFract Gen Ys §  Build credibility of products through their CFT stories §  Drive to store mechanics to encourage product trial and to drive sales Case Study

5. hFp://staging.innity-‐asia.com/m4/2013/sg/tbs_june/lb Demo Link:

6. Innity Network Brand Website Brand Facebook

7. API Perkd

8. Browser

9. Browser Poten,al Buyer

10. Browser Poten,al Buyer Inﬂuencer

11. 19% 5% 76% Browser Poten,al Buyer Inﬂuencer

18. Engagement Retarge9ng Browser Poten,al Buyer Inﬂuencer ADS with beFer oﬀer to en,ce Browser ADS with Incen,ve for Consumer to act now ADS with other products to Cross Sell

19. And the problems? Solved! PAID OWNED EARNED HTML 5 Integra,on into display Integra,on into display Extend beyond views, clicks, and ac,on Integrate seamlessly between paid, owned and earned Not En,rely L

20. “The real promise and value has recently begun to emerge and promises to completely change how marketers communicate with their prospects and clients: always-‐on, mul9channel marke9ng” Always-‐On

21. Diﬀerence Between Always-‐On And Campaigns •  Built around messages •  Divide people in boxes to eﬃciently target them •  Built on purpose •  Unite around love/interest in the brand

22. Diﬀerence Between Always-‐On And Campaigns •  Operate on our schedule •  Operate “on demand”

23. Diﬀerence Between Always-‐On And Campaigns •  Control what is being said .. •  About being interrup9ve •  Cura9ng/Responding to what people are saying •  About being useful and engaging, crea9ng value

24. Diﬀerence Between Always-‐On And Campaigns •  Exist in as many places as possible •  Create a hub for everything we do

25. •  Facebook and other Social Media. One of the best ways to keep your audience Engaged •  Pos,ng Prac,ces. 3 – 5 pos9ng a week. Not more than 2 pos9ngs are commercial “Having done all that, do you know that your pos,ngs are only seen by 16% of you fans due to Facebook Algorithm.” Social Media

26. Kelvin Ho E-‐mail: kelvin.ho@innity.com Linkedin: sg.linkedin.com/in/mediassassin/