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If you cannot see this page properly, please click here. Dear members and friends of ADMA: New Digital Directions As an industry association, it is no surprise to hear the ADMA saying "use of digital marketing is on the rise in the Asia Pacific region." Although this was one of the conclusions to be drawn from a recent ADMA survey and new data released by DoubleClick and Nielsen//NetRatings, perhaps more interesting is the way marketers intend to invest their digital dollars. Four in ten marketers say they have increased their digital budgets over last year. The number of marketers who say they will invest more on search, e-mail marketing and rich media is nearly twice that of those who say they will increase spending on banner ads. And, companies in Asia Pacific can still get much more marketing value out of their customer databases: 94% maintain databases, but 50% communicate with their customers only on an occasional basis. As advertiser's and agencies' use of digital marketing becomes more varied and sophisticated, the focus is shifting from tactics to targeting. Digital marketing now may well be the best medium to reach audiences below the age of 35 living in above average income households. The range of choices has grown far beyond "which banner size?" to selecting the right tool for the right job. For example, the eight out of ten people in Hong Kong using search engines now form a very attractive customer and prospect target group. If you have a great case study of customer targeting on the Internet, let us know and we'll include it on the ADMA website. For details of the survey, click here Happy surfing, 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, simply click here. If you have comments or suggestions to improve this newsletter, email us at contact@asiadma.com. Back to Top  ADMA welcomes new members: ADSALE.COM. Limited, Alternative Marketing Consulting, Factiva, Financial Time, OgilvyOne Hong Kong, South China Morning Post, Wall Street Institute The Financial Times Newspaper  The world?s leading source of business news, comment and analysis. Our core strengths are our brand name ? we are recognised by decision-makers around the world for our accurate, unbiased and authoritative news, our top calibre editorial resources and our global approach ? we aim to spot trends and events that are significant for business decision-makers wherever they are and report and analyse them consistently through the lens of the global markets. The recently launched Asia edition offers more news, commentary and analysis on the major issues of the day in Asia in both print and online. New features include more coverage of Asian business, finance and politics, more special reports on specific markets and industry sectors, and a weekly report on direct investment in China. OgilvyOne Hong Kong  With over 24 years of experience in Hong Kong, OgilvyOne Hong Kong is part of the strongest, most experienced one-to-one marketing network in the world. We believe in building relationships with customers that last a lifetime. And everything we do contributes to that end. We know that staying profitable in today's market is no easy feat. Businesses need to reach the customers that count and stay in regular contact - they need to better connect the customer with the brand and the brand with the customer. Customer Ownership(TM), our proprietary approach to CRM, gives us crucial insights about a brand's customers, company, and market. And we use those insights to develop and implement impactful communication programs that help our clients build lasting relationships between the customer and the brand. With 115 offices in 56 countries, OgilvyOne worldwide is the global leader in customer management, direct and interactive marketing. SCMP.com  SCMP.com is the leading English language Internet news site for Greater China delivering unrivalled, independent, local news coverage and in-depth analysis of social, political and business news in Greater China. Exciting features on SCMP.com include a Q & A session, On the Spot, which lets readers interact live online with top columnists; a Greater China newspaper digest with a daily summary of the top stories from China and Hong Kong's Chinese language press; Talkback, a have-your-say forum on topical issues; a Greater China map with city profiles, e-newsletters focusing on China, business, technology, entertainment and health and fitness; news on PDA; news alerts via SMS; special reports and archive articles. One of the few sites in the world to have successfully converted from being a free-of-charge to pay-to-view, SCMP.com has over 20,000 paid subscribers; over 700,000 registered users and delivers over 25 million pageviews a month. Wall Street Institute (WSI)  Wall Street Institute (WSI) is the largest English teaching institution in the world, operating more than 400 centres in 24 countries. Over the past 30 years WSI has helped more than 1 million worldwide to improve their English proficiency significantly. Around Asia, WSI is well represented in Hong Kong, China, Taiwan, Korea and Singapore. Since it established its first Hong Kong centre in 2000, WSI has quickly grown and now in 2004 operates 5 centres located in Wanchai, Jordan, Tsuen Wan, Kwun Tong and Quarry Bay. SPECIAL MEMBERSHIP PROMOTION Starting from Wednesday July 21st, the Asia Digital Marketing Association is launching a special promotion for new members. If you join before 31st of August 2004, you get 3 extra months membership free!! This means 15 months of membership for the price of 12 months. So join now and enjoy the benefits of participating ADMA?s many digital marketing activities alongside leading brand name organizations. For more information, contact Sophie Lottefier at sophie@upstreamasia.com or Tel: 2973 0222 or visit our website at www.asiadma.com CONSULTATION PAPER SEEKING PUBLIC VIEWS ON MEASURES AGAINST SPAM Your views count! ADMA has been a vigorous participant in the Hong Kong Anti-Spam Coalition, which was founded in 2003 and brought together the Hong Kong Internet Service Providers Association (HKISPA), the Asia Digital Marketing Association (ADMA) and business leaders from companies such as Microsoft, Time Warner, MessageLabs and Global Orient. The Coalition hosted a forum entitled To Regulate Or Not in January, followed last month by another Dam The Spam forum. This most recent event coincided with the release of a long-awaited consultation paper from The Office of the Telecommunications Authority (OFTA) inviting public views on suggested measures to contain the problem of unsolicited electronic messages or spam. ADMA recognises that legislation is one of the key pillars in the fight against spam but it is only part of the solution alongside industry self-regulation, education, technology solutions, and the prosecution of spammers. Current spamming issues that require effective legal regulation and enforcement, include: false or misleading headers and subject lines, misuse of sender's names, the harvesting of email addresses and the so-called "dictionary attacks." In addition, ADMA recommends specific regulation requiring the sender to provide effective means for the recipient to opt in and/or opt out as well as to provide an acceptable level of privacy for individuals and businesses. ADMA encourages the digital marketing industry and the broader community of affected computer users to work with the Hong Kong government in developing a legislative response to the spam problem along the lines of ADMA?s guidelines for responsible email marketing. Click here for a copy of the consultation paper. Any views and comments on this consultation should reach OFTA on or before October 25, 2004. 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. PRIVACY AND EMAIL MARKETING BEST PRACTICES BREAKFAST SEMINARS Beijing (24 Aug), Hong Kong (25 Aug), Singapore (27 Aug)  Supported by the Asia Digital Marketing Association, DoubleClick, who develops the tools that advertisers, direct marketers and web publishers use to plan, execute and analyze marketing programs, will be running a series of breakfast seminars on Privacy and Email Marketing Best Practices. The events will take place in Beijing (24th August), Hong Kong (25th August) and in Singapore (27th August). Discussing such topics as ISP Relations and Best Practices in Permission Marketing in Asia, speakers will include Bennie Smith, Chief Privacy Officer, Adam Benjamin, GM and VP of Email, and Ken Takahashi, Global Director of ISP Relations. In addition you will hear from local email marketers, who will share their experiences from across the Asia Pacific. For more information please contact Jayne Leung at jleung@doubleclick.net" or Tel: +852 2166 8625 DMCHINA2004 - CUTTING THROUGH THE CLUTTER, 17 September, SHANGHAI Supported by the Asia Digital Marketing Association, DMChina2004, the annual national conference of the China Direct Marketing Association, is a one-day conference that will help us all understand both the old and the new when it comes to direct and interactive marketing in China today...and tomorrow! Taking place on the 17th September in Shanghai, and organised by the China Direct Marketing Association with the support of some of the industry's biggest players from both home and abroad, the conference promises both to help us all improve our knowledge and understanding of smarter, more effective business practices and, at the same time, to provide the best networking opportunities for all of doing business in China today. ADMA members get a discount!! For more information, contact Conference Coordinator, Pauline Tam, at +86 (21) 2402 8022 Fax: +86 (21) 2402 8356 Email: conference@theChinaDMA.com SUCCESSFUL ONLINE MARKETING CAMPAIGNS, 4-5 Nov 2004, SINGAPORE  The explosive growth of broadband access and advancement of technologies in wireless Internet connectivity have propelled Internet usage to its highest level in recent years. With this, online marketing via email and the web has been given new dimensions in presenting valuable opportunities for businesses to reach their customers on a targeted, one-to-one level. Sadly, however, the concomitant phenomenon of increasing Internet abuse has culminated in the enactment of anti-spam legislation in key global markets. Organized by Pacific Conferences, and supported by ADMA, this 2-day conference aims to provide best practices and useful tactics in Online Marketing through the practical sharing of case studies, in-depth hands-on sessions as well as interactive panel discussions. Participants will benefit from the experiences of cross-industry senior practitioners and expert consultants in major critical aspects of online marketing from database management and data analytics through to campaign analysis. ADMA members get a 10% discount!! For more information, click here. Back to Top  ADMA REGIONAL DIGITAL MARKETING SURVEY A survey conducted by the Asia Digital Marketing Association (ADMA) in June 2004 reveals that the use of digital marketing is on the rise in Asia Pacific and online activity by users and businesses remains at all time high levels. However, it is clear that businesses still have not tapped the medium?s full potential, and it underscores the need for marketers to follow responsible guidelines for online behavior to protect privacy and the ongoing effectiveness of the medium. 77% of the ADMA survey respondents say they utilize digital marketing, 20% spent at least 15% of their total marketing budgets online, and 4 in 10 respondents indicate they have increased their budgets over last year. It?s clear that businesses are a long way away from tapping the medium?s full potential, with most companies focusing on their websites (80%), e-newsletters (66%) and e-mail marketing (66%), while making less use of search engine marketing (26%) and online advertising (38%). Companies also underutilize their customer databases as a marketing resource: 94% maintain databases, but 50% communicate with their customers only on an occasional basis. 20% of businesses don?t seek permission or offer an opt out option for their e-mail marketing, which raises privacy concerns. Click here for a copy of the results. TRENDS IN ONLINE ADVERTISING Presentation given by Ralf Hirt, Managing Director Asia Pacific, DoubleClick at last ADMA event Asian Trends In Digital Marketing 2003 abroad ? 2004 and 2005 in Asia Some Highlights - Increasing number of consumers are more actively online - More and more traditional advertisers use online advertising - Online Advertising allocation increases within the advertising budget - Ads are getting larger and richer - Interactive Rich Media Click here for a copy of the results. INTERNET USAGE TRENDS Presentation given by Peter Steyn, Managing Director for Hong Kong and Singapore, Nielsen//NetRatings at last ADMA event Asian Trends In Digital Marketing Over the past few years we went through a bubble and a bust, and while some marketers decided to wait it out, internet users have not been sitting on the sidelines. An increasing number of people are turning to the internet for their daily news, financial transactions, entertainment, job search, shopping, and about everything they need. This presentation looks at internet usage in Hong Kong compared with a few key markets around the world, as well as focus on the growth of selected vertical markets and their respective movers and shakers. A trend analysis of the internet in comparison with other media as well as the latest demographic profiles of internet audiences is revealed. Click here for a copy of the presentation. For more information on how to join our Research committee, please contact us at (852) 2973 0222 or Email: contact@asiadma.com 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. 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's 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. We are looking for someone to chair the Marketing Consulting Group, effective immediately. This is a great opportunity for an individual with substantial online and offline marketing expertise to drive the activities of this important ADMA committee. In terms of time allocation and role, we anticipate that the new chairperson will participate in approximately one or two meetings each month. You will be working closely with Sophie Lottefier and numerous committee members under the chairmanship of David Ketchum. This role involves chairing meetings; setting an agenda with clear objectives, goals and deliverables for the year; and oversee the work of the group. We are looking for a dynamic executive who is committed to taking on a leadership role in this exciting industry: setting the agenda for the Marketing Consulting Group Committee and delivering on the agreed objectives. As with all unpaid committee work, the appointed individual will gain invaluable experience, make important new contacts, and enjoy the prestige of a high profile role in digital marketing. Please send your nomination to Sophie by 15th of August 2004 at Email: contact@asiadma.com Back to Top  New Industry Data Reveals That Use of Digital Marketing Is On the Rise But Full Business Potential and Privacy Standards Not Yet Achieved Hong Kong, July 21, 2004 ? According to a survey conducted by the Asia Digital Marketing Association (ADMA) with the support of MEDIA Magazine, and recent data released by DoubleClick and Nielsen//NetRatings, use of digital marketing is on the rise in Asia Pacific and online activity by users and businesses remains at all time high levels. However, it is clear that businesses still have not tapped the medium?s full potential, and underscores the need for marketers to follow responsible guidelines for online behavior to protect privacy and the ongoing effectiveness of the medium. [more] Private Sector Intensifies Efforts to "Dam Spam" Hong Kong, June 25, 2004 - Forum For Solutions to the Spam Problem Sets Scene for Business Community Response to the Hong Kong Government?s Public Consultation Paper Released Today. [more] OFTA Invites Public Views on Proposals to Contain the Problem of Unsolicited Electronic Messages Hong Kong, June 25, 2004 - The Office of the Telecommunications Authority (OFTA) issued today issued a consultation paper to invite public views on the proposed measures to contain the problem of unsolicited electronic messages. [more] Back to Top   ONEXENO INCREASES DIRECT MARKETING EFFICIENCY FOR TOYS "R" US ASIA USING PERMISSION BASED EMAIL Toys ?R? Us Asia uses digital marketing to reach out to almost 200,00 Star Card Program members in Hong Kong and Singapore. Click here to learn how OneXeno helps Toys ?R? Us plan, develop, execute, and analyze its targeted email campaigns and regular newsletters to Star Card members who have opted in to receiving email communications. ASKS THE EXPERTS, sponsored by Pixel Media HK, speaks to various industry players in the online advertising market. This month, Pixel Media HK talks to Ms. Doris Kuok Associate Director at Universal McCann Hong Kong. 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  GUIDELINES FOR RESPONSIBLE E-MAIL MARKETING SPAM PREVENTION TIPS FOR CONSUMERS Back to Top  Welcome to the forth article on usability and customer centered thinking. The objectives of this section are to provide useful usability information, book references and links to usability sites to promote discussion and questions. SEARCH USABILITY (PART II) This article focuses on a web site tool that has frustrated us all at different times ? Search Search Usability ?When a reader has a specific piece of content in mind that they want from a publication, the activity by which they go about finding that information is by either navigating a classification (clicking through a set of links), or through use of a search process.? Reference: ?The fundamentals of quality search: Part 1? - http://www.gerrymcgovern.com/nt/2001/nt_2001_01_15_search_part_1.htm SEARCH USABILITY TIPS ?Unpuzzling Search: Best Practices from Mondosoft Study? Reference - http://www.mondosoft.com/idc-bulletin2-full.asp Categorize More users clicked through from a results page when the results were categorized. Categorization puts a query or a document in context. Use query improvement tools Phonetic variations, fuzzy spelling and plural/singular variations. Add content to answer questions that currently have no matches Add descriptive titles Include date, author and summary in a results list. The more clues the user has about a document, the more likely it is that he or she will select it. Analyze queries and clicks. There is no substitute for monitoring user behavior on a Web site. Indications that users are frustrated or confused might include no click-throughs or multiple rephrasing of the same search with no subsequent clicks. Behavior tracking tools should provide a picture of user behavior including a list of frequently asked questions, questions that have no results and new terms that need to be linked to good documents. Use the typeface to distinguish between titles and descriptions. Use color and make the colored title clickable. [MORE] 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 Back to Top  ADMA HONG KONG HARNESS THE POWER OF DIGITAL MARKETING, 6 May 2004, HONG KONG The ?Harness The Power of Digital Marketing? workshop held in May 2004, jointly organized by OneXeno and Upstream, was a great success and the conference room was packed with over 50 marketing executives from companies such as Cathay Pacific, CNN, HSBC, PCCW, National Geographic, SCMP, SmarTone, etc. Attendees learned how to use better, faster, cheaper and more measurable digital marketing tools to increase sales, lower costs, and improve levels of customer satisfaction. DAM THE SPAM FORUM, 25 June 2004, HONG KONG  The Hong Kong Anti-Spam Coalition, Intercham, the association of 27 international chambers of commerce in Hong Kong, and representatives of the Hong Kong Internet Service Providers Association (HKISPA) held a joint seminar to talk about solutions to the spam problem through education, technology, industry best practice and legislation. The event was attended by more than 150 industry professionals. 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. Back to Top |
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