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| Tim Haynes General manager Starcom IP China |
Thomas Mouritzen Deputy managing director OgilvyOne Singapore |
Jean Lin Global chief strategy officer Isobar |
| “A lot of clients we’re speaking to are absolutely focused on developing their digital businesses, and, in China specifically, there will be four main areas to focus on. First, there’s going to be a huge focus on search. There is going to be a crossover of display budget moving into search. In some markets in the region, search has already outpaced display advertising, and China will be moving in that direction in the next year. We’ll also see mobile marketing getting a lot of attention. There might not be significant ROI seen next year, but you will get a lot of quick movement in the market because if you don’t have a few mobile campaigns tried and tested, you’re going to be left behind. Online video is another trend with budgets moving from TVCs into digital video. There’s going to be big demand for semi-pro and pro content, especially three-minute-or-under segments. Finally, e-commerce is creating a quiet revolution in China. Many exporters are turning inland to recover lost revenue while many consumers are now buying products online that have not been previously available to them.” |
“Next year, clients will become savvier and the confidence gap between how much companies spend on digital and how consumers consume digital media will narrow. Search engine optimisation and search engine marketing are poised to soar. Clients are starting to take search more seriously and it’s about time. Many big brand names don’t even appear on the first fold of search results. The power of data will be realised. Clients will take data and/or interactions that can generate consumer insights more seriously. With more consumer insights, marketers will be able to tailor their messages to their target audience. Digital will be everywhere. Brand tracking, market research and PR will all have a digital spin. The consumer is now an online journalist and publisher, and blogs and discussion forums provide a sample size of millions; they can be a source of live tracking. The use of rich online media will grow next year. From acquisition-specific approaches/executions, we will see the emergence and acceptance of awareness- and branding-driven rich media executions.” |
“The digital industry will continue its steady and inexorable growth into 2010. Search is expected to continue to grow and analysts are predicting China’s spending on search figures to more than double by 2011. Mobile search will become more important as more mobile content and applications are available. Google’s recent acquisition of Admob, for example, resonates with this direction. Social marketing is another area that marketers have been paying attention to. Next year will see social marketing evolving from building applications and running Facebook ads to companies developing a “social strategy” that enables them to respect “the power of we” and not just place ads or insert traditional buzz seeding in a social circle amongst trusted friends. Lastly, 2010 will see the rise of customer voice management. Consumer power and transparency have pushed marketers to seek ways to understand their customers’ voices more proactively in order to provide better services. Systems, processes and creativity in this area are critical.” |
This article was originally published in 3 December 2009 Winter issue of Digital Media.
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