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If you cannot see this page properly, please click here. Dear members and friends of ADMA: This year-end ADMA newsletter turns back to reflect on what we as a group have achieved in 2003. Spam is the biggest threat to e-mail marketing's viability. The ADMA recognizes that our members are not the cause of the problem but we must share responsibility to find industry solutions. In addition to strengthening legislation and prosecuting spammers, responsible use of e-mail marketing is an important part of efforts to control the spam problem, alongside technological solutions and education of IT professionals and consumers. To help with industry and consumer education, ADMA has promoted spam prevention tips for consumers, as well as guidelines for responsible e-mail marketing. And to help build consensus among businesses and government in Hong Kong, the ADMA and the Hong Kong Anti-Spam Coalition are organizing an Anti-Spam Forum in January 2004. Another successful initiative has been the release of guidelines for digital marketing formats by our standards & practices committee. The suite of ad shapes, file sizes and formats showcases effective options for marketers and makes campaign planning easier with common standards for websites throughout the region, reaching the vast majority of all Internet users in Asia. Our next meeting will discuss the adoption of the universal ad package (UAP) in Asia. This month, a new feature debuts on our website: Asks The Experts, sponsored by Pixel Media Hong Kong, is a monthly interview story with key industry players on the topic of online advertising. This month, we talked to Mr. Thierry Halbroth, Director of Integrated Services, M&C Saatchi, Greater China. Keep abreast of Internet trends! For those who want to access information to help them make strategic digital marketing plans, the research committee has put together an in-depth presentation full of Internet trends & statistics for Asia "The ADMA Pulse - Facts and Figures" In our Tips and Tools section below, our latest member Effisis talks about pay-for-performance online contextual advertising and offers ADMA readers a free trial campaign! Building on the success of the past Interactive Marketing Conference in Singapore, ADMA is endorsing their next conference in March. It promises to be a great conference. ADMA members get a 10% discount! Momentum is growing with new members joining ADMA. In order to continue to push ADMA to the next level, we need the support of digital marketing and Internet leaders such as yourself and invite you to join. For membership information, click here January will be a busy month, as we will be setting the agenda and priorities for the year 2004. If you want to get involved in our committees, please contact Sophie Lottefier We wish you a Merry Christmas and a Happy New Year! David Ketchum Chairman, ADMA  Welcome to the ADMA e-newsletter. We are responding to the many requests for a definitive source of information on digital marketing in Asia and global trends with this monthly newsletter. In addition to providing up-to-the-minute news on ADMA's activities and industry statistics, we are also "pushing" select, useful content from our website which might otherwise be overlooked. If you would like to subscribe to our newsletter, simply click here. ADMA respects your privacy. Your e-mail will not be shared with a third party without your consent. To unsubscribe from the list, email us at contact@asiadma.com If you have comments or suggestions to improve this newsletter, email us at contact@asiadma.com Back to Top  ADMA welcomes new members: e-Crusade, Effisis, OneXeno, and Symantec. e-Crusade e-Crusade is an interactive marketing agency working on a wide spectrum of leading brands, including Nike, Coca-Cola and San Miguel. We build both brand equity, consumer experience and marketing results via digital channels. Ultimately, we deliver brand experience and capture opportunities for our clients through the effective use of technology. We hope by joining ADMA, we can help promote best practices in the industry and to develop internet marketing into a profession. Effisis Effisis is a provider of performance-based marketing services, enabling all businesses to achieve marketing ROI by maximizing total response and minimizing cost per response. They achieve this through an online marketplace that introduces interested users to advertisers. Advertisers self-manage their campaign at www.effisis.com, displaying text-based ads on relevant content web pages in the Effisis distribution network, such as Timway.com, along with other mainstream and vertical content websites. Advertisers auction for the price per click to secure top positions, paying only when ads are clicked. OneXeno OneXeno is a digital marketing consultancy that offers clients unbiased strategic guidance, online research, media planning, and execution, optimization, email marketing solutions, and database consulting. Currently many countries in Asia lead the world in terms of Internet penetration. China has the second highest number of Internet users in the world. Yet digital marketing in Asia is still in its infancy. In order for marketers to best harness the medium, best standards and practices need to be developed and shared. The Asia Digital Marketing Association is the perfect forum for this knowledge sharing. OneXeno is excited about working with fellow ADMA members to help promote the role of digital marketing as a key activity within the total marketing mix. Symantec Symantec, the world leader in Internet security technology, provides a broad range of content and network security software and appliance solutions to individuals, enterprises and service providers. The company is a leading provider of client, gateway and server security solutions for virus protection, firewall and virtual private network, vulnerability management, intrusion detection, Internet content and e-mail filtering, remote management technologies and security services to enterprises and service providers around the world. Symantec Norton brand of consumer security products is a leader in worldwide retail sales and industry awards. Headquartered in Cupertino, California, Symantec has worldwide operations in 36 countries.  GUIDELINES FOR RESPONSIBLE E-MAIL MARKETING ADMA's new guidelines for marketers underscore the critical importance of making all e-mail marketing permission-based in order to help fight spam and help assure that consumers only receive information that is relevant and of interest to them. In addition to the guidelines, the ADMA has compiled a more in-depth reference guide to industry best practice. Recommendations include standards for obtaining permission, links to data privacy policies, effective e-mail formatting, and e-mail management for user subscription, maintenance and removal. The ADMA is actively promoting these best practices to the business community to foster responsible use of digital marketing that will help consumers and businesses to enjoy a more reliable and productive e-mail experience.READ MORE For a copy of the guidelines, simply click here SPAM PREVENTION TIPS FOR CONSUMERS ADMA's tips help consumers prevent spam (unsolicited bulk e-mail) from reaching their inboxes. Recommendations include effective use of filtering software, selection and management of e-mail options, and understanding data privacy policies. These tips are part of ADMA's efforts to fight spam and help give consumers a more reliable and productive e-mail experience, alongside education of IT professionals, technological solutions and prosecution of spammers. Additionally, the ADMA is working to set and uphold guidelines for responsible and ethical Internet marketing practices. READ MORE We got some good media coverage in South China Morning Post dated December 9th, 2003. For a copy of the guidelines, simply click here Back to Top  If you would like to nominate a speaker for an ADMA event or a partner event, please fill out our speaker application form. We welcome your suggestions! If you know of or are organizing an interesting event related to digital marketing, please contact us at contact@asiadma.com. We'll list it on our events calendar. ANTI-SPAM FORUM - "TO REGULATE OR NOT", 13 January 2004, HONG KONG  Organized by the Hong Kong Anti-Spam Coalition and the Office of Mr. Sin Chung Kai - Legislative Councillor (IT), this forum aims to raise awareness of the IT sector, as well as the public, on the impact of spamming and to explore possible strategies for combating the growing spam problem and its negative impact on Internet users in Hong Kong. For more information, click here INTERACTIVE MARKETING CONFERENCE, 25 - 26 March 2004, SINGAPORE  ADMA is proud to be the endorser of the Interactive Marketing Conference. ADMA Members get a 10% discount!! This event will provide you with new concepts and fresh approaches for reaching out to your customers and engaging them in dialogues for optimal mindshare and heartshare. Learn from the success of top Asian mobile, online, email and multi-channel marketing initiatives, through examples from ESPN STAR Sports, HSBC, Priceline.com, IBM, Nokia, StarHub and Xbox. For more information, click here Back to Top  As we prepare for the year 2004, we would very much welcome your participation in the Research committee. For more information, please contact us at (852) 2973 0222 or Email: contact@asiadma.com KEEP ABREAST OF INTERNET TRENDS! In response to many marketers' requests for a reliable, comprehensive source of information on the industry trends to support their own digital marketing decisions, the Research committee has put together "The ADMA Pulse - Facts and Figures", which aims to provide a snapshot of the Internet industry trends and statistics (global and Asia-Pacific comparisons of Internet usage, mobile internet penetration, online advertising revenue forecasts, case studies etc.). The current presentation available on the website is just the start and over time this will be expanded with YOUR contributions. So, this is just the beginning. The data will be updated on a quarterly basis. If you have any interesting data to contribute, please contact us at contact@asiadma.com A NEW TRACKING SERVICE FOR DIGITAL MEDIA USAGE Nielsen//NetRatings, the global standard in Internet audience measurement and analysis, has announced the introduction of Digital Media Universe tracking to its reports, providing the most comprehensive view of Web and digital media usage. Measurement of the Digital Media Universe offers new information on the growing usage of Internet applications, such as media players, instant messaging, and file sharing. The results for October 2003 indicate that people in the 12 international markets under measurement are spending a great deal of time using these applications. Top of the list among at-home users in Hong Kong are Windows Media Player and ICQ Instant Messenger. TABLE 1: Hong Kong Top 10 Internet Applications, October 2003, at-home Usage
Active Reach = Unique Audience expressed as a percentage of the total active Digital Media Universe (DMU) DMU = Represents all persons who actively used a computer connected to the Internet and either generated web traffic, or launched and brought into focus any computer application tracked by the Nielsen//NetRatings meter, or both. Source: Nielsen//NetRatings Back to Top  The Standards & Practices committee covers both professional conduct and behavior, as well as formats, sizes, measurement, and terms of business. The sharing of best practice and standards promoted by the ADMA will benefit both individuals and the industry alike. As we prepare for the 2004 agenda, we would very much welcome your participation. For more information, please contact us at (852) 2973 0222 or Email: contact@asiadma.com Back to Top  The Marketing Consulting Group Committee main objective is to look at how to best set about educating consumers, professionals and traditional advertisers about the benefits of using digital marketing as part of the marketing mix. As we prepare for the 2004 agenda, we would very much welcome your participation. For more information, please contact us at (852) 2973 0222 or Email: contact@asiadma.com Back to Top  Asia Digital Marketing Association Issues Spam Prevention Tips For Consumers Spam prevention guidelines offer consumers greater privacy, security and protection. [more] Asia Digital Marketing Association Issues Guidelines For Responsible E-Mail Marketing Digital marketing industry takes leadership role in guiding marketers to behave responsibly with permission-based e-mail [more] Back to Top  We are pleased to announce a new feature Asks the Experts, sponsored by Pixel Media HK, where they speak to various industry players in the online advertising market. It is through the sharing of best practices and success stories in online advertising that we hope all marketers will benefit from this dynamic platform. This month, Pixel Media HK talks to Mr.Thierry Halbroth, Director of Integrated Services, M&C Saatchi, Greater China. READ MORE ADMA's role is to demonstrate that digital marketing is effective and deserves inclusion as a key component of a company's total marketing mix. Please check out our library of exciting case studies. Back to Top  A hot marketing tool: Pay-for-performance online contextual advertising: what is it and how does it work? Our latest member Effisis, the first Hong Kong-based pay-for-performance contextual ad marketplace, tell us more... Internet advertising is seeing a revival in the US, primarily due to the simple service of displaying text ad listings on search engine results pages. Advertisers pay only when a user clicks, auctioning the price per click to get top position. The service has turned online advertising into one of the hottest marketing trends in the US and globally. Business Week reported estimates of paid search advertising in the US last year accounting for 33% of total online ad revenue. Furthermore, brokerage firm U.S. Bancorp Piper Jaffray estimates that globally, spending on search-related marketing is expected to grow fivefold to about $7 billion a year by 2007 from $1.4 billion last year. Part of the reason for the widespread popularity of paid search advertising is because of its ability to simplify the online advertising process and allow direct control over the marketing return on investment (ROI). TRY NOW! Effisis, the first Hong Kong-based pay-for-performance contextual ad marketplace, has launched a trial version in Hong Kong, with advertisers paying a fixed cost per click of HK $1 to $2. Register for a free 250 click trial campaign now at www.effisis.com. Offer expires January 31, 2004. Back to Top  This section is sponsored by Daniel Szuc of the Usability Club The objectives of this section are to provide useful usability information, book references and links to usability sites to promote discussion and questions. If you would like to receive "Usability News" or have any questions please email Daniel ---------------------------------------- In this issue, Daniel talks about Search Usability When people visit a web site to find information they usually use 2 search techniques: 1. They preview and navigate using the site structure & categories to get to or find the piece of information they need or 2. When the site structure does not show an obvious path to the information and lets them down, they rely solely on the site search. If these techniques do not work, people usually give up, call Customer Support or use another channel to get to the information needed. All of this can lead to a negative product impression and poor customer experience. Click here for more information on issues and tips relating to implementing a usable site search. Back to Top  ADMA HONG KONG
ADMA's "Reach out and grab "em!" event in September was a great success with over 60 attendees. We saw some really cool creative, learned a great deal about eCRM and loved Xbox's " Come and meet the Girls from Dead or Alive Beach Volley Ball " case study. If you want a copy of Ellen Bone's presentation, please send an email to Sophie Lottefier at contact@asiadma.com Thank you all who responded to the survey and provided feedback and suggestions for other topics. If you would like to nominate a speaker for an ADMA event or a partner event, please fill out our speaker application form. We welcome your suggestions! If you know of or are organizing an interesting event related to digital marketing, please contact us at contact@asiadma.com. We'll list it on our events calendar. ADMA SINGAPORE The ADMA is working closely with the Interactive Advertising Bureau (IAB) in Singapore to assure that the ADMA fulfills our mission to be truly regional in scope, and to leverage and be in line with the global standards and resources coming out of the IAB in the U.S. IAB Singapore is headed by Jay Shapiro, CEO of BLUE. If you want to find out about activities in Singapore, please contact us at (852) 2973 0222 or Email: contact@asiadma.com. Back to Top |
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