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If you cannot see this page properly, please click here. Members and friends of ADMA: As we head towards the halfway point of 2003, the key metrics for our business are all spiking upwards in spite of - and in many cases because of - war in Iraq, the spread of SARS and recession. For example, the latest data (for April 2003) from Nielsen//Netratings shows traffic to news sites in Hong Kong up 40% compared with pre-SARS February. Education sites demonstrate a 36% increase, as could be expected with the closure of schools. Several shopping sites have experienced significant growth, as have banking sites, which have benefited from 27% additional traffic as people stayed in and avoided visiting shops and banks. During this period, users explored the Internet in new ways, trying new services and visiting a wider variety of websites. The question for our industry is whether this exceptional spurt is the leading edge of an accelerating trend or whether growth rates will flatten out to previous levels. We'll be watching these and other key indicators in the coming months. In the meantime, we welcome your feedback and suggestions, as well as information you believe would be useful to members. 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 never 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 Cathay Pacific “We are pleased to join ADMA as one of its board members. Cathay Pacific, being one of the key players in digital marketing and e-commerce, hope that ADMA can take the lead in promoting best practices and maintaining high standards in the industry to achieve our common objective of promoting higher Internet usage and increased online transactions.” Marriott Hotel “Marriott.com enables travelers to design and book their own travel packages including hotel rooms, flights and car rentals and book last-minute weekend getaways. In 2002, Marriott.com generated more than $1 billion in gross sales in a single year, representing a nearly seven-fold increase in just two years. Today, over 75 percent of all Marriott rooms booked on the Internet are reserved through Marriott.com as opposed to third party travel sites.” The ADMA, the voice of digital marketing in Asia, welcomes new members from around the region. For more details visit www.asiadma.com. New Resources The Asia Digital Marketing Association is continuously looking at ways to improve its website and to provide valuable resources to its members. We have developed a list of relevant sites and publications. To view the lists, visit our website. 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. In With Permission Marketing, Out With Spam, 27 May 2003, Singapore Join some hot companies to discuss a hot topic! The next meeting of the Singapore chapter of the Asia Digital Marketing Association (ADMA) will be held on Tuesday 27 May. Join representatives of Resonance, eBay, Zuji and other digital marketing industry leaders for brief (but always informative!) remarks on the topic, Q&A, and then some relaxed networking time. While the spam problem receives plenty of press coverage and popular attention, the real challenge for marketers is finding new ways to engage customers. The spam issue is a warning of a larger problem: Customers are fed up with intrusive mass marketing. This is not just about spam but the future of digital marketing. For more information, click here. Improving website usability & understanding customer needs, 5 June 2003, Hong Kong ADMA and the Usability Club are co-organizing the club's first event for 2003 and welcome Fiona Meighan, an expert on Usability from Australia. Fiona will present a case study on the benefits of understanding your users early in product development and how user needs studies provide a competitive edge and business benefits. It will also cover how this research contributes concretely to design and development by identifying user goals, tasks and triggers to help eliminate the development of unnecessary features. In the second presentation, we welcome back Mr. Peter Emmett from Cathay Pacific. Peter will focus on how making websites easy to use supports business goals. He will also reveal obstacles that can get in the way of visitors to your site and how various usability-testing techniques improve your product and support business goals. For more information, click here. Interactive Marketing Conference, 12-13 August 2003, Singapore ADMA is proud to be the media partner of the Interactive Marketing Conference. Organized by Pacific Conferences, this event provides marketers an invaluable opportunity to learn about mobile, online and e-mail marketing strategies and techniques that successful companies are using to build brands, drive response and develop customer relationships. The industry gathering will feature examples from EMI Music, Singapore Navy, Heineken, Citibank, Pepsi, Club Nokia, Catcha, Cisco Systems, ZUJI, Microsoft MSN, Intel, IBM, amongst others. For more information, click here. Back to Top  The truth, they say, is in the numbers and ADMA research committee constantly seeks to offer our members reliable research data. Please explore the ADMA website for revealing and informative findings from a variety of sources. We'll continue to post such information as it becomes available. In addition, we are also exploring the viability of an online ad effectiveness study in selected Asian countries to demonstrate the importance and effectiveness of the Internet in the media mix. We're also planning to develop a regular syndicated survey which will allow ADMA members to contribute questions and share the cost with a pool of other sponsors. Should you wish to contribute, for your own research initiatives, please contact us at contact@asiadma.com. The State of Online Advertising in the USA (Q4 2002) While the online advertising market is still weak, an increasing number of traditional bricks-and-mortar companies are advertising online – more than ever before. Findings from the Q4'02 "State of the Online Advertising" in the USA include: The top five industries by online ad impressions are: retail goods and services, financial services, web media, telecommunications, and travel. Online ad hosting continues to be dominated by Portals/Search Engines (51% share of impressions), followed by News/Information sites (26%) and Entertainment/Society sites (23%). If in-house ads, which promote a site's own products and services, are a decent proxy to the health of ad-supported websites, the most recent data are positive. House ad levels dropped on average three percent year-on-year, down to 27% of all ad impressions served. 66% of all online ad impressions could be classified as "direct marketing" (i.e. ads that elicit direct action from users) - up from 59% a year ago. The remainder of ads emphasizes brand building through frequent exposure. Source: Nielsen NetRatings Newsfeed - April 30, 2003 Spotlight on Growth - High growth domains among at-home audiences in Hong Kong esdlife.com, with a reach of almost 7% of all active Internet users in March '03 (rank 84), increased its audience by 190% compared with March 2001 (rank 247). hongkongjockeyclub.com (rank 75) increased its audience by 136% compared with a year ago (rank 205). hsbc.com.hk (rank 39), currently the top ranking online banking site, increased its audience by 61% compared with March 2001 (rank 48). tom.com (rank 70) increased its audience by 232% compared with March 2001 (rank 245). Source: Nielsen NetRatings Newsfeed - April 30, 2003 Back to Top  Internet Provided Vital Information and Alternative Access to Shopping, Banking and Education for People in Hong Kong as SARS Took Hold 14 May, 2003 - HONG KONG Spam problem being tackled by US industry initiative Staff, Brand Republic 15:00 25-04-2003 NEW YORK Audit Bureau of Verification Services releases report on online advertising spend in Australia March 31, 2003 - Sydney, NSW Back to Top  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 exiting case studies Back to Top  How Antispam Software Works 5 killer ways to eradicate junk mail If it seems like you're getting more spam than ever, take comfort ? the junk email tide may be about to turn. Until recently, antispam forces thought there was no way to catch enough unwanted mail to make a difference. As quickly as programmers added filters, spammers came up with new ways to spell v!agra, $ex, and f*ck. But now a raft of smarter filtering techniques ? from rules-based analysis to artificial intelligence ? promises to better shield your inbox. Here's how the most effective software works. 1. Blacklist It A real-time blacklist identifies the IP address of the spam sender's computer, then advises its subscribers' ISPs to block mail from that address. This method is very effective, but it inevitably leads to a cat-and-mouse game between spammers and blockers ? and legit messages sometimes get bounced. SpamCop (www.spamcop.net) claims its Unix-based RBL catches 80 to 90 percent of unwanted mail. 2. Vote It Off the Island Distributed identification lets a community of peer-to-peer users flag spam for one another. Once enough recipients object to a particular message, it's automatically transferred to everyone else's spam folders. SpamNet, an Outlook add-on from Cloudmark of San Francisco, pioneered this approach and says it's more than 90 percent effective. 3. Profile It Heuristic analysis software looks for invalid message IDs, bugs, and other telltale spam traits ? as defined by an evolving set of rules ? and develops a numerical score for each incoming email. If the score hits a designated limit, the email is blocked. Sometimes legitimate messages get velvet-roped as well. The popular SpamAssassin (spamassassin.org) nails more than 95 percent of spam this way, but the open source app is also moving toward Bayesian filtering. 4. Outsmart It Bayesian filtering, the most promising new technique doesn't adhere to any particular set of rules ? it learns and relearns how to spot spam by scanning the mail you've read and the mail you've rejected. The AI filter calculates probabilities based on each email's most unusual characteristics. Before long, it knows what kind of email to deliver ? and what to toss. Popular in the open source community and expected to be adopted commercially in the next year, this method filters out more than 99 percent of unwanted messages. 5. Slap a Label on It With labeling, senders simply mark messages as legit or spam. More than 25 states already require senders to label (or limit) spam, and Stanford law professor Lawrence Lessig wants federal labeling legislation with a bounty for nabbing spammers. Habeas of Palo Alto, California, has a private-sector approach: embedded haiku. To help companies or individuals brand email as legitimate, it's pushing the use of a copyrighted poem ("winter into spring/brightly anticipated/like Habeas SWE") in message headers. Violators can be sued. Words to Avoid What's the most obvious spam tip-off? Ask SpamArchive.org. Its parent, email security firm CipherTrust, combed through more than 250,000 junk emails for Wired and identified the telltale signs that you've got spam. Top 25 subject-line words and symbols: Fwd, Free, Get, FREE, $, !, SPAM, You, Your, Norton, Credit, Save, 000, Now, Check, Year, Make, Sale, Money, DVD, just, now, Lose, software, Earn Top 25 phrases in body text: opt-in, now!, offers, most, partners, 999, fulfillment, yamato, naviant, partner, removal, recurring, mailings, free!, assistant, enjoy, grocers, mailing, subscriber, cash, sun, rewarding, buy, today!, marketing - Seth Kaplan Copyright © 1993-2002 The Condé Nast Publications Inc. All rights reserved. Copyright © 1994-2002 Wired Digital, Inc. All rights reserved 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. Many enterprises have websites that provide poor customer experience and have low levels of usage. Information is often presented from a business perspective, without sufficient consideration of the customers' needs. Here are "some" of the common usability issues we have identified on large company web sites: - Sites represent an insider's view of the company, which is why it is often easier to find shareholder reports than basic information such as pricing, product details and customer support. - Management chooses 'cool' sites because they are seen as impressive. - However, over-reliance on graphics may make the site slow, and may also make it difficult to find information. - Web sites replicate Business Unit structures, even though these are probably meaningless to customers. - Information is difficult to find. If you would like to receive "Usability News" or have any questions please email Daniel at dszuc@apogeehk.com So what is usability? Click here to find out. Back to Top  The Singapore chapter of the Asia Digital Marketing Association was launched on January 16. The inaugural event was coordinated by the ADMA secretariat (run by Upstream Asia) and chaired by Mark Hobson, an eight-year veteran of digital marketing. Over 30 people attended, including industry leaders such as Microsoft, Yahoo, Lycos, Zuji, Infocomm Development Authority, OgilvyOne as well as practitioners and agencies. The main focus of discussion was the changing landscape of online payments by eNet's CEO Raj Lorenz. His talk was supplemented by insights on consumer behaviour from Lycos Asia's study of online payment preferences among gamers using online gaming portal Khabal. The presentation can be downloaded from the ADMA website www.asiadma.com. Back to Top  ADMA would like to gain further insight into your digital marketing strategies. Please fill out our online survey. The results will be published in our next newsletter. This poll is not scientific and reflects the opinions of only those who choose to participate. The results cannot be assumed to represent the opinions of readers of this newsletter in general, nor the public as a whole. An individual should complete the survey one time only. Back to Top |
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