Yahoo: Science is Insight,

Not Hindsight!, page 41 Out There Media‟s State-of-the-art

Mobile Advertising Marketplace, page 44

Springboard Research‟s Top 10 Predictions in 2011, page 22

Digital Cream Singapore: All for One, One for All!, Page 31

What Are Mobile Users Looking For?, Page 19

Half of APAC‟s Consumers Don‟t Want to Be Bothered in Social Networks, Page 4

November 2011

Search Engine Marketing (Part 1 )

2

Dear Reader, Welcome to Asian e-Marketing that focuses this month on the topic Search Engine Marketing (SEM). SEM has been around since the early Nineties and describes a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. In addition, this issue deals with "optimization" of website content to achieve a higher ranking in search results by incorporating, for instance, specific keywords or links associated with the website, that improve their visibility (SEO). Enjoy reading our selected studies, reports and best practices that deal with online search in Asia and learn how to use it for your daily business. Best regards,

Daniela La Marca Editor-in-Chief, Asian e-Marketing

EDITORIAL:

O N L I N E V E R S I O N

Daniela La Marca Editor-in-Chief

Asian eMarketing

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This issue is brought to you by CMO Council:

RESEARCH, ANALYSIS & TRENDS 4

Half of APAC‟s Consumers Don‟t Want to Be Bothered in Social Networks 4

Asia Pacific Insights from Akamai‟s Second Quarter 2011 „State of the Internet‟ Report 6 Cisco Connected World Technology Report Highlights New Rules for Attracting Young Talent 7 The Cloud is Developing into a Mainstream IT Option 9 Microsoft Study Shows that Asian Families are Heavily into Gadgets 10 Cybercrime Attacks on Chinese Businesses Surged in First Half of 2011 13 A Glance at Singapore‟s Work-centric Culture 14 Our Mobile Planet Launched at MMA Forum London 15 Google+ Makes It‟s Mark in Asia-Pacific Markets 16 Asia Pacific Users Choose Facebook as Most Popular 17

BEST PRACTICES & STRATEGIES 19

What Are Mobile Users Looking For? 19

Good Search Engine Optimization (SEO):

The Basics 20

How To Get More Out of Search Engine Advertising 22 Location Based Marketing Opportunities 23 Seven Myths of Digital Advertising 25

SEARCH ENGINE MARKETING (Part 1)

NOVEMBER 2011 INSIDE THIS ISSUE:

TECHNOLOGIES & PRODUCTS 28

Instant Email to Web Advertising: Unbelievable? Just Give it a Try! 28 What‟s Called “around!”? 29

COMPANIES & CAMPAIGNS 31 Digital Cream Singapore: All for One, One for All 31 Do@ Empowers Smartphone Users to Search Across Apps 33

LEGISLATION 35 Internet Privacy Controls Challenge Marketers 35

BUZZWORD 38 Search-oriented Architecture and Selection-based Search 38

APPOINTMENTS 40 IMPRINT 44

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Half of APAC‟s Consumers Don‟t Want to Be Bothered in Social Networks

He continued, “Whilst there are obvious and very significant opportunities for brands online, success will only come from a deliberate strategy, considered tactics and careful tailoring, aligned to a market, a channel, a category or even a group of individuals. Getting this wrong and adding to the cacophony of noise in the online world risks alienating potential customers and impacting business growth.”

TNS‟s Digital Life study asked consumers around the world whether they actually want to engage with brands on social networking websites - either to find out more or to make a purchase.

Although 60% of people in Asia-Pacific admit social networks are a good place to learn about products, the research shows brands must harness digital more carefully, if they are to use it to their advantage and deepen relationships with customers and prospects.

The study also reveals big geographic contrasts which highlight the risks of brands employing a one-size-fits-all approach that doesn't take the needs of different consumers into consideration.

Some fast growth Asian markets, like India, China, Indonesia, Philippines, Thailand, or Vietnam, and South American countries like Argentina, Brazil, Chile, Columbia, Peru or Mexico, were found to be more open to brands on social networks. Just 41% of Filipinos said they don‟t want to be bothered by them against 55% of Vietnamese users, whereas 66% of people across fast-growing countries in the region see social networks as a good place to learn about brands. However, even here brands must still plan and manage online engagement carefully to avoid alienating consumers and doing more harm than good, according to TNS.

Arnaud Frade explains: “Digital waste is the accumulation of thousands of brands rushing online without thinking who they want to talk to - and why.

RESEARCH, ANALYSIS & TRENDS

According to findings from a global study launched by TNS, a Kantar company and part of WPP, businesses are wasting time and money trying to reach people online, without realizing that many hate big brands invading their social networks.

The findings were revealed by TNS‟s Digital Life study, one of the most comprehensive assessments of how more than 72,000 consumers in 60 countries behave online and why they do what they do.

The race online has seen businesses across the world develop profiles on social networks, such as Facebook or YouTube, to speak to customers quickly and cheaply, but TNS‟s research reveals that if these efforts are not carefully targeted, they are wasted on 51% of those online in the Asia-Pacific region.

It found that 57% of people in developed markets globally do not want to engage with brands via social media - rising to 66% in South Korea and 58% in Australia. In contrast, Singapore and Hong Kong ranked the lowest for developed markets in Asia-Pacific, with 43% and 42% of online users respectively saying they were not interested in brands over social media networks. Instead, misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs that no one reads. This is combined with the ever-increasing content produced by consumers - the study found that 59% of consumers in the Asia-Pacific region now comment about brands online.

The result is huge volumes of noise, which are polluting the digital world and making it harder for brands to be heard - presenting a major challenge for businesses trying to enter into dialogue with consumers online.

“Winning and retaining customers is harder than ever,” said Arnaud Frade, Regional Director Digital Strategy, TNS APAC.

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RESEARCH, ANALYSIS & TRENDS

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Whilst many brand owners understand the value and relevance of the vast online world, many fail to understand the audience they are connecting with. Control is firmly in the hands of consumers. The goal should therefore be to understand your target audience intimately, enabling your brand to connect openly and with integrity. This also means that selecting the right online approach and focus ing on e f f ic ient messaging are critical to be relevant.”

TNS‟s Digital Life study also sheds vital light on why people do engage with brands online. 45% of those in the Asia-Pacific region who were motivated to post comments on companies do so for the simple desire, to impart advice - with Japanese the most helpful online (53%).

Findings showed that more people across the region like to praise than complain online (14.6% vs. 10%). Keeping true to their friendly culture, 23% of Thais and 22% of Filipinos are most likely to praise online whereas the Chinese and Japanese tie at being the least likely in the region to praise online, with just 11% each saying that they would do this, and South Koreans are the most likely to complain

about brands online (12%).

Motivations of online comment-ators, however, can be self-serving with 68% of consumers in this region driven to engage with brands online by a promotion or special offer.

When examining global contrasts, TNS found that consumers in fast growth markets are incredibly keen to spend more time and money online than they currently do - presenting major growth opportuni-ties for brands.

There are, however, infrastructure challenges still to be overcome in these countries before businesses can really tap into their enthusiasm for the digital world. 48% of people in fast growth markets around the world would use the internet more if it was less expensive - including 76% of Indonesian users, 69% of Thai users, and 59% of Malaysian users.

Likewise, while just 25% of people in developed markets globally see social networks as a place to buy products, this rises to 48% across fast growth markets. Some of the most eager online consumers were found in India, where 59% see social networks as a good place to buy products from brands.

When it comes to online shopping habits, Asian consumers are leading the adoption of group buying and purchase via mobile. Almost half (46%) of consumers in China already use group buying tools - in stark contrast to Europe where adoption rates are as low as 6% in Sweden and Finland.

Adoption of shopping via mobile is also high in the region - 34% of mobile internet users in China and South Korea shop on their phone, falling to just 2% in Vietnam.

Arnaud Frade adds: “Across the region, internet access is a source of empowerment as much as it is a source of future trade, none more so than in those markets where mobile platforms are becoming the primary way to get online. Digital Life shows that the power of an effective, considered online presence can enable brands to harness the massive potential of fast growth markets, to deliver superior consumer engagement and very tangible ROI.”

TNS has made some of the key findings from this study available to the public via an interactive data visualisation that can be found at www.tnsdigitallife.com ♦

Asia Pacific Insights from Akamai‟s Second Quarter 2011 „State of the Internet‟

Report

Akamai, the leading provider of cloud optimisation services, has released its Q2 State of the Internet

(SOTI) report for 2011.

Based on data gathered from the Akamai Internet

Platform, the report provides insight into key global 一

nternet statistics such as the world‟s fastest and slowest regions for connection speed, the most frequent origins of attack traffic, and the highest-performing geographies for mobile connectivity, as well as resulting trends over time.

Some of the key statistics from Asia Pacific in the

SOTI report are:

Cities in Asia dominated top 100 list in Q2 '11, holding 71 spots on the list. Countries/regions included Hong Kong, Australia (Canberra), 10 cities in South Korea and 59 in Japan.

Connection speeds

For highest average connection speeds, quarterly

growth of 10% or more was seen in five or more Asia Pacific countries/regions (Hong Kong, Japan, Thailand, Malaysia and China)

South Korea held highest average connection

speed at 13.8 Mbps

Hong Kong had highest average peak connection

speed at 44.4 Mbps, and is now top of the high broadband connectivity list, with a 59% adoption rate

Japan (8.7%) saw the highest quarter-on-quarter

change in increase of unique IPv4 addresses as compared to its other Asia Pacific counterparts in the top 10 list including China (3.9%) and South Korea (3.5%)

Malaysia experienced very high year-on-year

growth in high broadband rates - 391%

China (19%) and India (36%) posted solid gains for

RESEARCH, ANALYSIS & TRENDS

average peak connection speeds, indicating an improvement in quality of high-speed internet connectivity within the countries

Largest yearly increase in average peak connection

speeds in Malaysia (72%) followed by Singapore (62%)

Attack Traffic

Distribution of attack traffic similar to Q1 '11, with

47% of total attack traffic coming from the Asia Pacific/Oceania region

Taiwan was the top attack traffic source,

accounting for 10% of observed attack traffic in total, followed by Myanmar, whose attacks on the whole lasted for longer periods of time

Taiwan and China join Brazil and Romania when it

comes to responsibility for higher percentages of attack traffic as compared to the prior quarter

Indonesia is a newcomer to the top 10 attack traffic

list, generating 7.4% of attack traffic in Q2 '11

Attacks on Microsoft SQL Servers were highly

concentrated, with almost 70% of attacks coming from China

Malaysia was fifth on the list of top originating

countries for mobile attack traffic, generating 3.6% of Q2 '11 traffic

You can download the full SOTI report here or access the archive of past reports by visiting www.akamai.com/stateoftheinternet ♦

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Cisco Connected World Technology Report Highlights New Rules for Attracting Young Talent

The desire of young professionals and college students to use social media, mobile devices, and the Internet more freely in the workplace is strong enough to influence their future job choice, sometimes more than salary does, according to an international study published by Cisco.

This and other findings highlighted in the second chapter of the 2011 Cisco Connected World Technology Report characterize the seriousness of the next-generation workforce‟s demand to work remotely with more flexibility in their choice of devices. This demand illustrates the importance of the relationship between the Internet, workforce culture, and companies‟ competitive advantages, and surprisingly indicates that traditional methods of attracting and retaining young employees may be less important as the „Millennial‟ Generation comprises more of the workforce.

The second annual Cisco Connected World Technology Report surveyed more than 2,800 college students and young professionals in 14 countries and was commissioned to assess the challenges that companies face as they strive to balance employee and business needs amid increasing network demands, mobility capabilities and security risks. Its key findings include:

Impact on job choice and salary

The study revealed that one in three college students

and young employees under the age of 30 (33%) said that they would prioritize social media freedom, device flexibility, and work mobility over salary in accepting a job offer, indicating that the expectations and priorities of the next generation of the world‟s workforce are not solely tied to money.

Mobile networking, device flexibility, and the blending

of personal and work lifestyles are key components of a work environment and culture that are increasingly important in determining which companies will land the next wave of industry talent.

More than two out of five college students (40%) and

young employees (45%) said they would accept a lower-paying job that had more flexibility with regard to device choice, social media access, and mobility than a higher-paying job with less flexibility.

Despite this, employees are expecting greater work

flexibility. At least one in four employees (29%) globally said the absence of remote access would influence their job decisions, such as leaving companies sooner rather than later, slacking off, or declining job offers outright.

Influence of social media and mobile device

policies on job choice

More than half of college students globally (56%)

said that if they encountered a company that banned access to social media, they would either not accept a job offer or would join and find a way to circumvent corporate policy.

About two out of three college students (64%) said

they plan to ask about social media usage policies during job interviews, and one in four overall (24%) said it will be a key factor in their decision to accept an offer.

In reality, more than two out of five employees (41%)

said their companies marketed a flexible device and social media policy to recruit and attract them.

Almost a third of the employees globally (31%)

believe their comfort level with social media and devices was a factor in their hiring - an indication that companies acknowledge the value Millennials provide in utilizing technology to help companies

RESEARCH, ANALYSIS & TRENDS

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efficiency and competitive advantage.

Influence of remote access and

flexible work hours on job choice

For those employees who are

prohibited from accessing co rpo ra te ne t works and applications remotely, the top reason among employees is corporate pol ic ies (48%), including influence by corporate culture and resistance to enabling a more distributed communications culture.

Despite this, employees are

expecting greater work flexibility. At least one in four employees (29%) globally said the absence of remote access would influence their job decisions, such as leaving companies sooner rather than later, slacking off, or declining job offers outright.

Importance of mobile devices

The importance of devices and

the information they carry rivals the importance of money. Almost half of college students and young employees (49%) said they would rather lose their wallet or purse than their smartphone or mobile device.

The days of one device are over.

More than three out of every four employees (77%) have multiple devices, such as a laptop and a smartphone or multiple phones and computers. One in three employees globally (33%) uses at least three devices for work.

As evidenced in the data above,

a majority of college students globally - seven out of every 10 (71%) - believe that company-issued devices should be allowed for personal and business use because of the blending of work and personal communications in their daily lifestyle.

Four out of five college students

(81%) want to choose the device for their job - either receiving budgeted funds to purchase the work device of their choice or bringing in a personal one in addition to standard company-issued devices.

About seven in 10 employees

(68%) believe their companies should allow them to access social media and personal sites with their work-issued devices.

More than two out of five college

students globally (42%) believe companies should be flexible and empathetic to their need to stay connected via social media and personal websites.

Attitudes toward workplace flexibility and remote network

access

Three out of 10 students globally

(29%) feel that once they begin working, it will be their right - more than a privilege - to be able to work remotely with a flexible schedule.

Currently, more than half of

employees (57%) can connect to their corporate network from some remote locations, but only one out four (28%) can do so at anytime, from any location. Two in five (43%) consider it a critical function of their job to be able to connect to the network from any location at any time.

Seven out of 10 college students

(70%) believe it is unnecessary to be in the office regularly, with the exception of an important meeting. In fact, one in four feel their productivity would increase if they were allowed to work from home or remotely. The global f igures were mirrored by employees as well, with 69% believing office attendance was unnecessary on a regular basis. In contrast, the 2010 report showed that three out of five (60%) employees (of all ages)

RESEARCH, ANALYSIS & TRENDS

believed it was unnecessary to be confined to offices. The 2011 report‟s finding indicates that the expectat ion of the next-genera t ion work f o rce i s increasingly emphasizing work flexibility, mobility, and non-traditional work styles.

More than half of the college

students and employees want to access corporate information over corporate networks using their home computers (63%) and personal mobile devices (51%).

In the future, the next generation

of the world‟s workforce expects to access corporate networks and applications on numerous non-company devices, such as car navigation screens, seatback screens on airplanes, and televisions.

Sheila Jordan, VP Communication and Collaboration IT, Cisco reaffirms: “These findings among college students and young employees indicate the freedom to access social media and use devices is increasingly important to the next generation of the world‟s workforce - in some cases, more important than salary. The results in the Cisco Connected World Technology Report demonstrate h o w c o m p a n ie s n e e d t o acknowledge this fact in greater numbers, and respond accordingly - for many industries, the status quo of previous work environments is becoming a thing of the past.” (Source: Cisco) ♦

By MediaBUZZ

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The Cloud is Developing into a Mainstream IT Option

RESEARCH, ANALYSIS &

TRENDS

For some organizations, the future will be not much different from 2010, except that the types of public cloud services will have moved from low-value trial implementations to applications which are central to their business. Most of them will be based on virtualized, standardized and scalable platforms that were once known as "The Cloud".

Morris adds, "In the past two years, we have seen a rapid maturation of users' understanding of cloud services and cloud computing. Rather than the cloud being viewed as a collection of new technologies, savvy CIOs now see the cloud as an extension of their sourcing strategies." As a result, many organizations today are adding the public, virtual private and private cloud delivery models to their services sourcing portfolio. Just as they have added outsourced and managed services in the past, these organizations are applying the same selectivity and due diligence process to the cloud as they do to other externally sourced services.

Although CIOs today may have the answers to some of their initial concerns surrounding the use of the cloud, the challenge now is to be informed enough to be able to ask the smart questions about their potential cloud vendors to ensure that they make the best strategic decision. "This is a very important stage of the development of the cloud market," concludes Morris. (Source: IDC) ♦

As cloud technologies and services mature and user understanding of their capabilities improve, the cloud is developing into a mainstream IT option.

Today, it is clear to IDC that the cloud is no longer viewed as a disruptive technology but an innovation in business service delivery. By 2015, IDC foresees that the cloud will no longer exist as a standalone concept. It will be integrated into every facet of a business service delivery. Public cloud will metamorphose into Outsourcing 3.0 and the technologies of cloud will become intrinsic parts of the IT infrastructure landscape and an essential component of any IT environment.

Chris Morris, Associate Vice President for Cloud Technologies and Services at IDC Asia/Pacific says, "In enabling the enterprise move to this future, it is likely that IT executives will choose to help end-users meet their escalating business needs by offering IT 'as a service' rather than as a technology platform. In delivering these services to the business, the CIO will source more and more of these services externally - from the public cloud, from Virtual Private Clouds (VPC) hosted by an information and communications technology (ICT) service provider and from traditional outsourcers, which will also be using cloud technologies to deliver these services."

The end result is that the CIO will be asked to manage a hybrid environment comprising of on-premises, outsourced, managed and cloud-sourced services.

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RESEARCH, ANALYSIS & TRENDS

Microsoft Study Shows that Asian Families are Heavily into Gadgets

Family time can no longer be separated from technology time, according to the findings of the latest Microsoft poll on „families and technology in 2011‟, which shows that Asian families are heavily into gadgets with over a third of respondents indicating their immediate families own more than seven gadgets.

The research, conducted on MSN, polled more than 3,000 people in seven countries across Asia. The distinct trend was that families love their personal gadgets and are enjoying communicating in new ways using technology.

Frederique Covington, CMO Lead, Asia Pacific, Microsoft said, “The findings show that this has become an intrinsic part of our daily lives. Asian families are big believers that technology helps them to communicate better and it is obvious from the rate of adoption, that everyone from young kids to grandparents is finding technology easier to use.”

When it came to gadget use, the top end of the survey showed some high-tech families owning more than 10 gadgets. The biggest technology fans came from families in the Philippines (36%) and Singapore (34%) who like to stay socially connected electronically.

The survey also revealed that Asians have a strong faith in technology‟s ability to help connect their families. 86% of respondents felt that technology had a positive impact on their family relationships. 16% of the respondents even went so far as to rate the impact of technology on their family as “very positive”.

Polling families from China, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, the survey attempted to capture the many ways in which families incorporate technology into their day-to-day cyber-relationships.

During the holiday season, nearly half (46%) of the respondents said they would spend at least 15-30 minutes each day connecting with their loved ones and a further 23% claimed that they would spend even longer - up to one hour.

When it came to improving family relationships, the survey revealed that 69% of respondents are likely to teach a family member how to use the internet just so they can “stay in touch regularly”, while 42% do so to “share multimedia content with them”.

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among Asian families, they also revealed a surprising lack of any regulation at home. Over half the respondents region-wide (53%) said their family has no rules around technology use at home.

A smaller proportion of users regulate gaming hours as well as internet usage hours with 29% and 22% of regional respondents indicating as much. Thailand topped the list on gaming controls with 34% of families having restrictions, while Vietnam (32%) and the Philippines (29%) were the markets with the highest number of users restricting internet usage.

Covington continued, “The poll results show that the popular notion of technology being a purely negative influence on family relationships is a misconception. The increasingly globalized nature of the world economy has no doubt greatly dispersed families far and wide, but at Microsoft our focus is on delivering technology that makes it easier for families to stay together. Tools like Windows Live Messenger, SkyDrive and Photo Gallery already make it a snap to share updates with your dear ones regularly. And with video chat capabilities on Windows PCs and Phones, geographic boundaries are no longer a deterrence to family connectivity.”

Bharati Eligar, Vice President, Cross-Tab Market Research Services Pvt. Ltd. said “Technology adoption across Asia is a real hot topic for research at the moment. Marketers and companies are curious about how Asian consumers are utilizing technology and some of the unique trends that distinguish this region from the rest of the world. Many variables such as speed to market, price, distribution and usage tell some interesting stories across different countries." (Source: Microsoft) ♦

By MediaBUZZ

Remember to „IM‟ Your Parents

While the instant gratification of the telephone is still very popular (67%) across Asia, it is important to note a generational shift, with internet-based communication showing marked popularity in the 14-24 age group. In this demographic, 27% said they use technology such as email, instant messaging, social networks and video chat as their number one method of communicating with family.

Other key takeaways show that in the Philippines, social networks were the most popular with 34% of respondents choosing it as their top preference for family communications; while SMS was the preferred communication medium in China (75%) and Indonesia (41%).

Status Obsessed Vietnamese but the Rest of us

Say Cheese!

When it comes to sharing our lives with family online, the emotionally satisfying medium of photos reigns supreme. Half of the respondents from around the region indicated that they are most likely to share this content, with status updates ranked second at 19%, while music and video comes in third at 17%.

Vietnam is the only market to buck the trend of photo-sharing with 38% of respondents picking status updates as their top content to share with family, with Thailand ranking second in this category with 20% of users likely to share their thoughts.

No Rules for Junior?

While the findings of the survey were clear in demonstrating the ubiquitous nature of technology use

RESEARCH, ANALYSIS & TRENDS

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Cybercrime Attacks on Chinese Businesses Surged in First Half of 2011

A new phishing survey released by the Anti-Phishing Working Group (APWG) revealed that phishing attacks perpetrated against Chinese e-commerce and banking sites soared by 44% in the first half of 2011.

According to the APWG report, some 70% of all maliciously registered domain names in the world were established by Chinese cybercriminals for use against Chinese brands and enterprises. However, Chinese phishers do not use many hacked domains like most phishers, but register instead new domains on which they set up their phishing pages. The report reveals that Chinese cybercriminals established 11,192 unique domain names and 3,629 CO.CC subdomains for these attacks, up from the 6,382 unique domain names plus 4,737 CO.CC subdomains deployed for such attacks in the second half of 2010.

"The majority of Chinese phishing appears to be perpetrated by Chinese criminals attacking Chinese companies, with 88% of such attacks targeting a single service: Taobao.com," said Greg Aaron, a co-author of the report. "With .CN domains difficult for criminals to obtain these days, these phishers had a major impact on other TLDs, where domains and subdomains are often easier and cheaper to get."

Cybercrime gangs in the first half of 2011 also optimized a previously obscure tactic, namely taking

over a virtual shared server and leveraging every website on it by massively multiplying the number of landing domains available for phishing attacks.

"By utilizing hundreds of sites on a web server with a single compromise, phishers can greatly leverage stolen resources to create a wide web of phishing sites," said Rod Rasmussen, President and CTO of Internet Identity, as well a co-author of the report. "This also allows them to spam lures using a wider variety of 'good reputation' domain names which can help evade anti-spam systems. Fortunately, these sites last shorter than others, given the level of compromise, so in the end the technique is of dubious efficacy."

The researchers reported counting 42,448 unique attacks that utilized this tactic, each using a different domain name, representing 37% of all phishing attacks worldwide. This large number of domain names accounts for much of the increase in phishing seen versus the second half of 2010.

Though the report found cybercrime gangs advancing on a number of technical fronts, some metrics indicated that cybercrime was also being partly suppressed by a number of preventative measures and the application of routinized responses to cybercrime events by industry.

RESEARCH, ANALYSIS & TRENDS

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RESEARCH, ANALYSIS & TRENDS

After reaching highs in the second half of 2010, the average and median uptimes of phishing attacks dropped notably in the first half of 2011. The average uptime in the first half of 2011 was 54 hours and 37 minutes, compared to 73 hours in the second half of 2010 - a decrease of more than 25%. The median uptime in the first half of 2011 was 10 hours and 44 minutes, the lowest median recorded in four years.

"We are happy to see that phishing times came down over the first half of the year due to a variety of factors," said Greg Aaron. "This means that criminals must work harder to keep their attacks in front of potential victims. Raising the cost that criminals incur is a goal that all anti-abuse forces share."

Other highlights of the report include:

There were at least 112,472 unique phishing attacks

worldwide, in 200 top-level domains (TLDs). This is far greater than the 42,624 attacks observed in the second half of 2010, but less than the record 126,697 observed in the second half of 2009 at the height of the phishing onslaught being propelled by the Avalanche botnet. The increase in the first half of

2011 consists largely of phishing attacks on Chinese targets and attacks that leverage shared virtual servers to infect multiple domains at once.

The attacks used 79,753 unique domain names. This

is a high for reports going back to 2007, and the increase is primarily due to the same two factors cited above.

In addition, 2,960 attacks were detected on 2,385

unique IP addresses, rather than on domain names, which is the highest number since early 2009.

The researchers counted phishing attacks against

520 target institutions, including banks, e-commerce sites, social networking services, ISPs, lotteries, government tax bureaus, postal services, and securities companies.

Some 93% of the malicious domain registrations

were made in just four TLDs: .TK, .INFO, .COM, and .NET. (Source: Anti-Phishing Working Group)

The report is available at http://www.apwg.org/reports/APWG_GlobalPhishingSurvey_1H2011.pdf ♦

By MediaBUZZ

13

A Glance at Singapore‟s Work-centric Culture

Half of workers in Singapore spend well over eight hours a day at the office and 50% regularly take work home to finish in the evening.

This evidence of long working hours is seen in the latest global survey findings from Regus, the world‟s largest provider of flexible workplaces, canvassing the opinions of over 12,000 business people in 85 countries. Arguably, pressure on working hours has increased in recent years because of the slow economic recovery in mature economies and, conversely, very rapid growth in emerging ones. A country like Singapore - which has a very work-centric culture - is no exception to this rule.

Key findings of the survey include:

31% of Singapore workers usually work between

nine and eleven hours every day compared to an average of 38% of workers elsewhere in the world;

19% of workers in Singapore and 10% globally

regularly work more than eleven hours a day;

In Singapore, 50% of workers take tasks home to

finish at the end of the day, more than three times a week, compared to 43% globally;

Globally, only 5% of women work 60-hour weeks

compared to more than twice that number (12%) for men. They are also less likely (32%) to take work home more than three times a week, than are men (48%);

Remote workers globally are more likely to work

eleven hour days (14%) than fixed office workers (6%) and to take tasks home to finish (59%) than fixed office workers (26%);

Workers in smaller companies were more likely to

take work home with them (48%) more than three times a week than those working in large firms (29%).

William Willems, Regional Vice-President, Regus, Asia-Pacific observes: “This study finds a clear blurring of the line between work and home. In Singapore, where the National Institute for Occupational Mental Health reports that a quarter of workers view their job as the number one cause of stress, the long-term effects of this over-work could be damaging both to workers‟ health and to overall productivity as workers drive themselves too hard and become disaffected, depressed or even physically ill."

“While women were found to be less likely to work longer hours, probably because they are more likely to be employed in part-time work, small company workers are more likely to clock up the hours than large company employees. Workers in small businesses are perhaps more likely to feel that the impact of the single employee on the success of a project is more marked."

Martin Cerullo, Managing Director for Development for Alexander Mann Solutions in Asia-Pacific, noted that much of the issue has to do with globalization of the economy. “With an economy based primarily on trading, Singapore undoubtedly has relationships with countries all over the world with various time differences to consider. Furthermore, the advancement of technology has facilitated the access of work beyond the office. As a result, it is not uncommon that workers find themselves working more hours,” said Cerullo.

Willems points out “While our survey found remote and mobile workers generally worked longer hours, there is a growing body of evidence suggesting that remote workers are more productive, have a higher job satisfaction and lower stress levels. These workers typically spend far less time commuting, freeing up more time for their job. Businesses that enable their employees to work from locations closer to home and manage their time more independently will offset the stress of a poor work-life balance and gain more productive, committed and healthy staff.” (Source: Regus) ♦

By MediaBUZZ

RESEARCH, ANALYSIS & TRENDS

14

Google launched a new mobile consumer data resource at the Mobile Marketing Association Forum in London.

The Our Mobile Planet website provides users with free access to the full set of data from the Global Mobile Research: The Smartphone User & The Mobile Marketer initiative conducted on behalf of Google by Ipsos GmbH in collaboration with the Mobile Marketing Association (MMA).

Our Mobile Planet provides insights into smartphone usage and mobile attitudes. Users can create custom charts that will deepen their understanding of the mobile consumer and support data driven decisions in their mobile strategy.

“The site features a free interactive tool that puts valuable resources in the hands of marketers who want to better understand the mobile consumer,” said

Michael Becker, MMA North American Managing Director. “Users can create custom charts that will help them to analyze smartphone consumer behavior and support data-driven decision making. We‟re proud to have played a role in collecting that data.”

The study was a global effort conducted in partnership by Google, Ipsos and the MMA to get insights about the mobile user and its mobile usage. To better understand mobile usage, the Our Mobile Planet site provides deep dives into search, video, social and email behaviour, as well as mobile research and purchase intentions. Most of the data is set into context for the classical desktop internet to evaluate differences and similarities between these channels.

To find out more, and to view the data, visit: http://www.ourmobileplanet.com/ ♦

RESEARCH, ANALYSIS &

15

Our Mobile Planet Launched at MMA Forum London

Google+ Makes It‟s Mark in Asia-Pacific Markets

The popularity of Google+ in key Asia-Pacific markets, according to an Experian® Hitwise®, part of Experian Marketing Services, report showed that Singapore captured the highest ranking and share of visits to the platform.

India was ranked second highest, while Hong Kong ranked lowest, slightly behind Australia and New Zealand.

Google+ in Singapore enjoyed a continued rate of adoption, ranking sixth and was the only country that sustained continued growth in visits after the platform launch. The dominance of Google in Singapore, with over 34.48 percent of upstream traffic to Google+ originating from the Google Singapore search engine, strongly drove local popularity.

In India, Google+ also performed strongly achieving 14th place at its peak. The rapid growth of India‟s mobile and internet community, its growing economy, as well as the increasing popularity of social media greatly contributed to this ranking.

Despite minimal impact seen on Facebook visits, so far, after the platform launch in all markets, except Hong Kong, Google+ sees key reliance on other Google properties such as Google Search, YouTube and Gmail to direct and refer visitors to their new social platform. (Source: Experian Hitwise) ♦

RESEARCH, ANALYSIS & TRENDS

16

Asia Pacific Users Choose Facebook as Most Popular

Experian released an international report on the use of social networks and Asia Pacific respondents reported that they spent the most time on Facebook (by more than 40%) when compared with users in the UK, US, France and Brazil.Singaporeans, in fact, were global leaders for the longest time spent on Facebook.

Graeme Beardsell, Chief Customer Development & Marketing Officer for Experian Asia Pacific commented: “Understanding how long people spend on Facebook in different countries is vital for any brand on social networks.” By knowing the average time spent on Facebook by a social network user in Singapore,

brands should be able to increase their potential in capturing an individual's attention by rolling out digital marketing campaigns through social media.

For brands in Singapore and around Asia Pacific looking to capture consumer attention by running digital marketing campaigns through Facebook, knowledge of behavior is critical to developing targeted campaigns that will resonate with local audiences, Experian states. It is only with intelligent actionable customer information that brands can market forward while ensuring continued loyalty from customers, the company advises. (Source: Experian) ♦

RESEARCH, ANALYSIS & TRENDS

17

“All for One, One for All!”

What Are Mobile Users Looking For?

As an industry, mobile marketing is probably the most interesting place to be right now.

The pace at which the technology is developing is matched by the level of interest in it, and unlike other innovations, mobile technology is all about connecting people to people in new and interesting ways - which makes the whole enterprise thrilling and at the same time very, very human.

It is possible, though, to get caught up in the details, to lose sight of the big picture in favor of “ooh-ing” and “aah-ing” over the latest gadget, widget, app or implementation. These are the things that can let creativity run riot, as you imagine new and different ways to use said technology. The thing is, though, that all this technology really works to serve people, and perhaps that is the lesson to remember - that at the end of the day, marketing is about making connections and engaging with people.

That is why it is so heartening to see the sort of research that is coming out of Jumptap. The company is doing some interesting research on consumer behavior, focused specifically on mobile users. The latest release in its Understanding Mobile Audience series focuses on mobile buying, and includes some interesting nuggets.

While 31% of phone owners have made a purchase on their mobile phone, owners of mobile tablets who have used them for mobile buying is much higher (63%), which is rapidly catching up to PC owners who use them for online purchases (83%). Younger users show the most use of their devices for buying - the 18-34 age group reports 51%, 79% and 89% respectively for mobile buying on phones, tablets and PCs.

Security is more of a concern for mobile phone users - 32% of them cite security as a reason for not using their devices for buying, compared to 17% of tablet users who are too security-conscious to use their devices for purchases. Mobile banking is also on the increase, with one in six users using their devices for mobile banking this year compared to one in eight last year. Most of these users use mobile web instead of an app, and of that group, 21% access their bank account on a mobile device at least once a day.

While these figures hold true for the US, and may not be directly applicable or transferable to Asia, it is the intention behind them that I applaud. Understanding the mobile customer is an important part of the mobile marketing equation. It is only by understanding them that we can design campaigns that will respect, engage and connect with mobile users. Using the available technology is only one part of the process, and hopefully there will be more research like this done in this part of the world.

At the end of the day, the same marketing truths apply whether you‟re marketing through the mobile channel or otherwise, and using powerful emotional truths in creative ways in order to fully engage with our audiences is the only way that we will move forward. Mobile marketing offers dramatically increased access to audiences, and promises 360 degree, one-to-one engagement, but that will only happen when mobile marketers have the tools and the research to understand their audience better. ♦

By Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited

BEST PRACTICES & STRATEGIES

19

BEST PRACTICES & STRATEGIES

For a successful search engine optimization (SEO) you should work out a few keywords first under which you would like to be found.

Always consider whether these concepts are relevant for your (potential) customers and make sure that you really chose the exact terms they are looking for. As soon as you have determined the keywords you are ready to go!

The following checklist is intended solely as a rough guide on how you should regularly update and optimize your site to be found by search engines.

1. Write unique content/text

The fundamental basis for a good SEO is a unique

textual content, which means that the texts of your web presence exist only there and not on other domains, this is called having "unique content";

Make sure that you mention in the text the terms

under which you would like to be found - but make sure that the text is readable and the keyword density of desired keywords is just between 2-4%;

Optimize a contents page for a single keyword only;

Make sure that the header contains the appropriate

keyword as well for achieving best results;

Do not use images as headings or navigation

elements as search engines currently can only recognize text properly - search robots generally do not know what is hidden in a picture and therefore you risk giving away very important SEO potential.

2. Link your page internally

Connect your internet presence internally by linking

your website pages amongst each other. It offers your visitors an added value, providing references which could be relevant by reading a text;

If possible, place links on keywords under which you

would like to be found;

Do make sure that the readability of the text does not

suffer and the number of links remains manageable. Depending on the length of the text, two to five links per page are recommended.

3. Make use of the meta-data

Write an interesting META title that is relevant to the

page keyword, which should not be longer than 70 characters;

Write a meaningful descriptive text (META

description), which gets the attention of visitors and

Good Search Engine Optimization (SEO): The Basics

20

BEST PRACTICES & STRATEGIES

makes them curious to read on. It should not have more than 170 characters;

By using the META information

you can influence the results page of Google directly, because the information given here is usually directly influencing the search result.

4. Welcome link from other

websites

Try to get links from other

Websites as these are basically business recommendations for search engines and therefore very interesting and relevant. This possibility of optimization is called off-page optimization;

If possible, try to ensure that the

pages that link to yours offer the same or very similar topics;

Try to get links from sites that

have a very high page ranking as their popularity translates to some extent to your page;

It is best to link keywords under

which you would like to be found and to place links to texts and not on images such as banners, etc.;

All referring pages should not

have the same wording, so use different link texts for the best results;

Be careful with cheap search

engine optimization service offers, as these are often dubious and have at worst the opposite effect - namely, the blocking of your domain in the search engines.

5. Pay attention to the needs of

your visitors

You should optimize a page

only to a certain extent for search engines;

The ultimate goal of a website

optimization is to provide the best possible source of information to the visitors of the site - the potential (new) customer. Keep in mind that in the end the customer buys, not the search engine;

Ensure having a simple user

interface (usability) in place, so that the customer quickly and easily gets the desired information or desired products and services;

Write the text of your website

by taking into account your desired keywords, but never in a way that the text is difficult or cumbersome to read for visitors.

Please do not expect your website to achieve top rankings in search engines within just a few days after your optimization measures. The topic of search engine optimization is basically very complex because search engines are continually developing, which makes it necessary to always track and/or react to the news on SEO market needs. Thus, it is an on-going process that should be steadily dr iven forward to achieve measurable and consistently good results.♦

By Daniela La Marca

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BEST PRACTICES & STRATEGIES

How To Get More Out of Search Engine Advertising

For most website owners paid search advertising with Google AdWords, Overture or miva is today a matter of course, and therefore not really a question of "whether" but "how".

Unlike direct mail, for instance, that has many, many years of experience, paid search advertising is just three years old and still in its infancy, which probably explains the wide difference in business spending for campaign strategy and optimization.

Tool 1: Discover and use all important search

words

For the permanent keyword optimization two factors are particularly important: permanent refinement and goal-oriented campaigns that leads to lower prices and better click-through rates.

Refinement can be achieved by:

Continually adding new terms;

Optimizing individual terms with various

combinations and;

Stop-words that increase the pre-qualification of

visitors. Grouping into sub-campaigns, general target values (cost-per-order, cost per lead, and conversion) can be broken down to product areas or other categories. For this, specific fine-tuning professional tracking and reporting systems are used.

Tool 2: Formulate display texts in a way that gets a

strong response

The influence of optimized ad text is often underestimated, although it can cause differences in click rates and conversion of sometimes more than one hundred percent. The secret is to emphasize in that limited space the user benefits and produce at the same time a high relevance to the keyword query. For

larger keyword lists or product databases the effort is hardly affordable in a purely manual organization, but luckily modern tools can support effective campaign management perfectly.

Tool 3: Automated bit management

The ongoing adjustment of the click prices on offer for individual target variables, as well as the competitive environment, is referred to as "bit management", which can be handled manually within the administrative systems of Google AdWords, Overture or miva.

Limits, however, are reached quickly: Not all possibilities can be exploited for larger quantities of keywords due to the high expenditure of time. Therefore, some professional agencies now rely on software support. These bit management systems allow the logging-in of the optimized values via direct interfaces, resulting in a decrease of the cost per new customer.

Measure, analyse, and interpret!

The basis for each optimization is comprehensive and transparent data, allowing you to measure, analyze, and interpret your campaign. Compared to other forms of advertising, in keyword marketing almost everything can be recorded. With the help of special tracking and analysis tools, it is possible to determine the success of each measure and sub-campaign accurately and initiated optimization measures continuously.

Ideally, these tools have direct interfaces to Google & Co. as then all cost information can be directly collected. Further, the integration and evaluation of all traffic sources makes sense, be it search engines, affiliates, price comparisons or banner campaigns. ♦

By Daniela La Marca

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BEST PRACTICES & STRATEGIES

For many marketers, mobile is the Holy Grail for location-based marketing. Today‟s smartphones, tablets and connected devices are virtually all GPS enabled thus allowing for a myriad of location oriented marketing opportunities.

Location-based marketing promises an unprecedented new way to connect with consumers and deliver highly relevant and targeted messages at a time and place when a consumer is most likely to act on them.

MMA Perspective: Asia Pacific

The APAC region has the most experience with Location Based Services (LBS), led by Japan and Korea. Adoption has been widespread and growth forecasts, for both consumer usage and revenues derived from LBS are very impressive. Strategy Analytics (SA), a leading global organization with analysts based in Europe, Asia and the Americas, have shared their forecasts for the APAC region. Their 2011 report notes, “(we) expect the popularity of mobile search, maps, and navigation applications to drive the adoption of location based services among consumers. The growth will be underpinned by the rising installed base of GPS enabled smartphones and data plans.”

Types of Location Based Services:

Many Location Based Services today combine concepts from several of the types listed below, which are described in terms of functionality. Many of them

could, in fact, be realized via a variety of mobile media including downloadable applications, mobile web sites, messaging, or Interactive Voice Response (IVR).

1. Navigation: Provides driving, walking, or other directions; often “turn by turn”. Examples: Operator-branded navigation applications, Google Maps, Nokia's Ovi Map.

2. Geo-fence Services: a) Friend/family finder/tracker: Ability to locate other trusted users in real-time (i.e. friends or family, by consent), or see where they last “checked in”, be notified when they are nearby, receive periodic alerts or alerts based on position (i.e. geo-fence). Examples: Loopt™, MyFriendGPS™, AT&T FamilyMap™, RunKeeper, and Trail Tracker (activity Tracking), Asset tracking.b) Enterprise Fleet Tracking and Timecarding: Allows businesses to use employee and/or asset location for business purposes (i.e. verify asset is at the intended location). Example: Telenav™.

3. Mapping, Travel and Point of Interest: View current location on a map relative to points of interest. Examples: WHERE™, Snocator™, MapQuest™, Public Transportation Routes.

4. Geo-tagging: Uses location to provide additional context to a picture or message.

5. Location Sharing: Connect with nearby users who

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Location Based Marketing Opportunities

BEST PRACTICES & STRATEGIES

have chosen to share their profile publicly. Search profiles of other users based on preferences (i.e. distance, age, gender, interest/keywords, etc.) E x a m p l e s : F o u r s q u a r e , Facebook Connect.

6. Check-in Based Contest and Games: Reward the user (typically with discounts or coupons) for visiting retailer locations and “checking in”. LBS are used to verify that the user was at or near the retailer location when checking in. E x a m p l e s : M y T o w n ™ , Gowalla™, Foursquare™, Rummble™.

7. Local Search: The defining characteristic of effective mobile local search is the ability to match location with user-specified intent thus enabling the user to search and discover what is nearby. Examples: Poynt, WHERE™, Yelp™.

8. Local/Hyperlocal Content: A contextual experience based on a specific locale. For mobile local search, the user's location and specified intent are the most significant components. Examples: Local weather conditions, local sports scores, in-store services.

Types of Location Based

Marketing:

Marketers have many choices to location-enable a campaign based on campaign objectives. These include:

1. Geo-targeted Text and Display Advertising: The paid placement of a promotion or sponsorship message within mobile media that is integrated with LBS. Two t ypes o f t a rge t ing a re common:a) User Targeting: Advertisers who wish to only reach users in a certain geographic area can use this type of targeting.b) Message Targeting: Presenting a different message to users based on their location.

2. Embedded Icons (Sponsored embedded advertising): The sponsorship deals can be map embedded or on-the-page/in-app. Sponsored embedded advertising displays without a search term but is based on end-user's interests and/or brand affinity. Icons or logos are displayed in maps or augmented reality to help users determine relevant proximity/location.

3. Search (aka: Local Directory Advertising): Advertising for listings of local merchant r e ta i l e r s . F o r exa m p le , Citysearch™, Dex, Yellow Pages all fit in this category. Generally these campaigns will include some form of user targeting to show listings only to users in a relevant geographic area.

4. Location Triggered Notifications: Uses proximity information (Wi-Fi, Bluetooth, GPS or Network-based) to provide App Alerts or Messaging based on user preferences and opt-ins. These services can be automated (vs. requiring a check-in or app) and can run on both smart and feature phones. Once opted-in, alerts are delivered whenever a consumer is near a store, and can be tailored to a specific location (e.g. incorporating address or directions) and an offer specific to that nearby store.

5. Location Branded Application: The usage of LBS technology to enhance brand-owned mobile media services. Media brands are the most ardent supporters of these apps.

6. Check-in Based Contests and Games: Reward the user (typically with discounts or coupons) for visiting retailer locations and “checking in”. LBS are used to verify that the consumer was at or near the retailer location at the time the consumer is checking in.

7. Click-to-X Routing: Routing either calls, data from broad campaigns to local call centers or localized information. For example a nationwide auto dealer might use LBS to route calls from a nationwide click-to-call campaign to the nearest local auto dealer based upon the consumer‟s precise location.

Location Based Marketing and LBS continue to evolve as other types of mobile services gain adoption by consumers. As social becomes more integrated into mobile marketing efforts, we will see greater integration of social and LBS, especially as Facebook integrates their services with location. With this, advertising is expected to follow giving mobile marketers additional opportunities to provide more relevant marketing based not only on location but also on a consumer‟s social graph.

Source : Mob i le Ma rke t ing Association: Mobile Location Based

Services Marketing Whitepaper ♦

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BEST PRACTICES & STRATEGIES

Seven Myths of Digital Advertising

1. Adapting offline creatives for digital works – The first thing about digital advertisers and agencies is that they just adapt their offline creative to digital and it will work. This is a big myth. I am not sure if it is a lack of understanding on the part of advertisers or agencies, but we've seen it happening a lot. It definitely doesn't work. Digital requires a very specific creative art and skill, which if deployed in the right way, can give fantastic results.

2. Digital reach is too small – When people create a

media plan, they talk about quantum reach of media like television, print and radio. In that context, advertisers consider digital to be very small in terms of reach, to be able to get a fair share in the media plan. They say that digital is still in its infancy and very small for their business. I think it is a myth that digital is small for any brand of category. Today there are billions of internet users and if you target well, you could find meaningful numbers for several categories. Advertisers need to be cognizant of the actual size of their category before formulating their media plan.

3. The only way to measure digital is clicks or

response – The third big myth is that the only way to measure digital is solely by clicks or

response. That is incorrect. There are plenty of other measures available that will give marketers data in terms of building brand preference, brand awareness, top of mind recall and explain the role of digital in the overall purchase model. We use plenty of tools, including various third party tools from Nielsen and others to measure the effectiveness of online campaigns. We have proven case studies with clients like P&G, Unilever, etc., where we have successfully measured brand metrics. So it is not only just about a click or response.

4. Digital media is all about banners, search or

social media fan pages - We constantly hear from people that digital media is all about banners, search or social media fan pages and once they have covered these three, they are good. People who are brand custodians and who actually think about integrated brand strategies truly understand that there are plenty of other digital advertising tools available on digital media, which they could use. For instance, video is a big advertising tool on the web today, so there is plenty of scope in video advertising. People have yet to explore a lot of rich media formats like interactive advertising formats, viz., Smart Ads, where one could optimize content based on target audiences in a dynamic and real

25

BEST PRACTICES & STRATEGIES

time fashion. Similarly, Social Ads allow you to drive earned media consumption through paid media display campaigns.

5. Digital media planning is tough – There are tools

available for traditional media planning, but people say that they do not necessarily have the tools for digital planning. I think this is partially true; and that digital media planning is not as well-integrated with offline media planning is a fact. For advertisers who are ready to invest the time and energy to understand digital media planning, there are plenty of tools available. Third party analytics firms like ComScore provide tools. Even leading publishers like Yahoo! provide several ways for advertisers to plan and target their campaigns on their network.

6. Digital doesn't work for the B2B sector – When

we think about technology clients and services essentially selling to enterprise businesses and other corporates, there is a notion that digital advertising doesn't work for B2B advertisers. When we worked for big brands like Intel, Accenture or Dell, we found that there are plenty of technology professionals or senior-level

decision-makers. This segment is definitely not an easy one but the fact is that people do multiple things on the internet. Advertisers can target the same set of audiences in the context of email, news, entertainment, finance and much more. B2B marketers can also benefit by building some custom branded content and then targeting their audience. Leading internet players/publishers and marketers need to work together to define how this medium can work better for B2B marketers.

7. Connected devices are the „next‟ big thing – It‟s

happening NOW. Connected devices such as tablets, mobiles and smartphones are seemingly everywhere and are already changing how users consume information. They are increasingly powerful, giving advertisers new canvases to reach distinct audiences on the scale needed to drive results. Brands have to realize that the next billion new-to-net-users in developing countries are likely to get their first taste of the internet through their mobile phone, rather than a PC. Companies need to align their marketing strategies to evolving user behavior. These have to be designed for mobile first. ♦

By Vaasu Gavarasana,

Global Key Accounts Leader, Yahoo! Asia Pacific

26

At the end of the day, the same marketing truths apply whether you’re marketing through the mobile channel or otherwise, and using powerful emotional truths in creative ways in order to fully engage with our audiences is the only way that we will move forward. Mobile marketing offers dramatically increased access to audiences, and promises 360 degree, one-to-one engagement, but that will only happen when mobile marketers have the tools and the research to understand their audience better.

~ Rohit Dadwal

Instant Email to Web Advertising: Unbelievable?

Just Give it a Try!

TECHNOLOGIES & PRODUCTS

Knowing that a sound online marketing strategy is vital for success, Asian e-Marketing is revamping its online presence with a strong partner to provide you with a unique service early next year, to support you in your marketing efforts.

The German technology company DCI AG and MediaBUZZ will present an individual advertising format whose effectiveness is guaranteed and measurable. Our new platform will outperform all previous forms of online advertising in terms of simplicity and degree of efficiency.

Since our industry marries both the creative and technical aspects of the internet, including design, technology, development, advertising, analytics and sales, we decided to keep up with the times and revamp our Website with the best technology to serve you better.

Asian e-Marketing will offer you an intelligent extension for your marketing activities, especially in times of growing banner blindness. Try an innovative new approach to reach your target groups efficiently and in real time, as people prefer reading newsletters and product/service offers on a portal rather than in their email inbox.

With our intention to support online marketers in their efforts to increase their acceptance and awareness level more cost-effectively, it also provides a basis for local and temporal autonomy of virtual sales and partner approaches, and exerts a positive influence on the global spam problem.

Our new online platform will allow real time advertising in relevant, topic specific contexts of Asian e-Marketing. It‟s our innovative answer to real time marketing trends by reaching targeted groups with tailored and relevant information.

Advertisers will benefit from targeted, topic specific communication channels they can leverage to easily publish email newsletters, Twitter/Facebook feeds, PDFs, URLs for landing pages or videos. All of their already existing content is posted automatically, so there will be no need to invest extra time and money to produce expensive means of advertising.

All our readers will be able to quickly see the whole advertising message in pre-view windows, saving them time. Our solution opens up a new communication channel for marketing people and establishes a transparent accounting system for agencies: ActiveViews® is the buzzword and only those who “view” the advertising are counted for payment. In fact, ActiveViews® effectively closes the gap in online marketing between the two measurements “pay per delivery” (CPM) and “pay per reaction” (CPC) that is especially powerful for decision makers under time pressure to be counted when they trigger ActiveViews® but do not click.

Thanks to the DCI-innovation there is now a new performance indicator which helps us to understand users‟ engagement much more in depth than with the post-view analyses that have been used so far. Actually we believe that it is the only way to come up with meaningful evaluation results for decision makers and their campaigns, as it easily assesses the efficiency of low-click campaigns.

If you are interested in our new Asian e-Marketing platform that we will launch in 2012, please get in touch with us and reserve your chance to get a free trial for three-months.

Send us an email ( info@mediabuzz.com.sg ) or call +65 6836 1807 ♦

MediaBUZZ

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TECHNOLOGIES & PRODUCTS

What‟s Called “around!”?

The advantages of around! to retail partners include:

1. The creation of real-time promotions to convert passers-by into paying customers. As these customers are within the vicinity, there is a high chance that they will become loyal customers;

2. Payment from the customers is made directly to the retail outlet, and not via Gozo Labs, easing performance and cash flow issues while creating a direct bond between the retailer and customer;

3. No dilution or “cheapening” of the brand;

4. A new marketing platform, reaching out to a different set of potential customers.

around! can be used as a customer loyalty program by merchants, for instance, every deal redeemed can earn a virtual stamp, and merchants can take advantage of that to offer freebies for return customers or retail partners can reward loyal customers with additional promotions after a certain number of stamps have been collected. By hosting the loyalty cards on a user‟s smartphone, it reduces the need to carry additional cards, making it a cost-effective, user-oriented and environmentally-friendly option. Through its mixture of location-based deals, coupon discounts and loyalty rewards Gozo Labs hopes to differentiate itself from Groupon & Co.

“Gozo means „joy‟ in Spanish, and we set up Gozo Labs with the intent of bringing joy to others, both our users and retail partners. Although we launched the beta version of around! several weeks ago, we already have several hundreds of users on board. We will be aggressively pushing out our product and marketing strategy for around! and our target is to hit 10,000 users by the end of 2011, with about 50 retail partners, and to keep growing exponentially,” said Xu Daxiang, who runs the product and business development aspects of Gozo Labs.

Moving forward, Gozo Labs will partner with more retailers island-wide, include other retail sectors and also bring the service to other mobile platforms.♦

By Daniela La Marca

A technology start-up company, Gozo Labs, recently launched a location-based mobile marketing solution called around! (www.around.com.sg), which is a free-to-download iPhone application that offers shopping discounts in Singapore.

When users open the application, around! detects where they are and provides a list of exclusive promotions available within their vicinity. Users who wish to access a promotion simply shows the retail partner the Quick Response (QR) matrix bar code on their mobile phone to receive the discount.

Set up by two NUS Overseas College alumni, Gozo Labs is being incubated by NUS Enterprise, and has launched around! at several locations in Singapore, including Robertson Quay, Marina Square and Chinatown. The start-up is busy working on getting interest from more retail partners, mainly the food and beverage sector, but has also started to target the fashion industry. These retailers are offering discounts of up to 30% and involve well-known brands, such as Spinelli, Subway and Fairmont Singapore.

around! is a new marketing platform, with numerous advantages to both users and retail partners by providing:

1. The ability to see what promotions are available from their favorite brands located nearby, in a quick and intuitive manner;

2. The option to make payment on the spot directly to the retailer, after showing the QR code. This means no wasted pre-bought vouchers. It also means no situations where a user is “tricked” into buying promotions with terms and conditions that result in higher prices;

3. A user-friendly and fuss free shopping experience with no need for printed vouchers.

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By GOZOLabs

“Understanding how long people spend on Facebook in different countries is vital for any brand on social networks.” By knowing the average time spent on Facebook by a social network user in Singapore, brands should be able to increase their potential in capturing an individual's attention by rolling out digital marketing campaigns through social media.”

~ Graeme Beardsell, Chief Customer Development & Marketing Officer

Experian Asia Pacific

Last week 100+ digital marketers from around the region met at the inaugural Digital Cream Singapore event for a day of intense knowledge sharing and networking. This uniquely moderated roundtable format, already running in London, New York, Chicago, and Dubai, was the first of its kind in Asia.

While the digital marketing industry is, by now, some thirty years old, we are all still struggling with a constantly changing business environment, newly evolving technologies and upcoming trends that constantly push us to seek fast understanding and even faster adaptation as well as implementation. Even digital experts have concerns and questions from time to time that they would like to discuss before making decisions and Digital Cream provided a uniquely, terrific opportunity to discuss face-to-face with their peers current challenges they face.

Digital Cream Singapore, organized by MediaBUZZ, is part of Econsultancy‟s international series of events to help brands, e-tailers and publishers improve their online businesses. The event's unique format was a proven 'hands-on' roundtable forum for the most senior client-side digital marketers in Asia to discuss and explore latest best practices, business cases, e-marketing procurement, investment, ROI and supplier selection.

Many of our delegates described it as “a refreshingly useful” event, or shared that it was “a great choice of delegates, a wonderful location and an exciting programme (I particularly enjoyed the discussions!).” or that it was an “awesome day with good friends and good food” excitingly sharing their experiences. Each delegate got the chance to sit in three out of the ten roundtable discussions that day, and to discuss with their fellow marketers all things digital, such as:

1. E-commerce and Site Conversion 2. Online Strategy: Advertising and Maximizing

Returns 3. Online PR: Buzz Monitoring and Reputation

Management 4. Email & Cross Channel Marketing 5. Search Engine Marketing & Optimization

6. Social Media – Managing, Marketing, Measuring, Monetizing

7. Data Analytics & Optimization

8. Customer Experience Management

9. Mobile: Commerce, Marketing and Apps

10. Social Media: Optimization & Analysis

COMPANIES & CAMPAIGNS

Digital Cream Singapore:

All for One, One for All!

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To no surprise we had so much interest in the social media topic that we had to create two discussion groups to meet delegate demand, and this was in addition to a lot of excitement for the online strategy and mobile marketing tables!

As expected, the majority of delegates shared that they were still struggling to break out of the silos and the often fixed boundaries

COMPANIES & CAMPAIGNS

they have to deal with. All did however express one common goal - the creation of an exquisite web experience for their users, which encouraged them to share what they know, want, and have with their peers and pave the way for the next step in digital marketing.

There is still a lot to do and no break in sight due to the nature of the business, but rest assured that you are not alone digital marketer -

all for one, one for all! Keep on sharing your know-how, find like-minded people and expand your networks to continue moving things forward digital wise.

Thank you again and do look out for more things digital in 2012 with MediaBUZZ! ♦

By Daniela La Marca

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The Internet has had a good run. More than two billion people are connected around the world, and there's no shortage of fascinating and valuable information flowing our way.

Sadly the Internet isn't ready for smartphones. The screens are too small; searching a search list of millions of links simply doesn't deliver the goods on the fly.

An Israeli start-up has developed a "fix" for the mobile internet: Do@ (pronounced "do at") aims to "app-ify" the web. The do@ platform changes the traditional search paradigm of web links by merging search and apps in real-time, delivering the top web apps that specifically answer any query a user posts.

The late Apple CEO Steve Jobs declared that on a mobile device, "search hasn't happened, what is happening is that [people] are spending all of their time in apps." The beautiful simplicity of these single-use apps is also their major pitfall: you have to open the apps one at a time to search in them.

Do@, by contrast, allows users to search across apps - currently more than 1,000 of them. If a user likes the results that Do@ delivers, they never have to open the individual apps. Users don't even have to have a specific app on their phone to view a neatly organized result. If Do@ decides that Flixster has the best reviews or trailers of a new movie, users don't need to install Flixster before the content displays within Do@.

If a website doesn't have its own app, Do@ will work with the site administrators to app-ify their content, often for free because Do@ makes money from apps that sell products. If a user buys a movie ticket online, Do@ takes a cut. Buy a new hard drive on the Web and Do@ makes a few dollars. In this way, Do@ hopes to always be available free of charge to users.

Even for established search engines like Google, the search of app-content has been a blank spot. Everybody can imagine that it would be helpful for smartphone owners not only to browse mobile websites but also their hundreds of thousands of apps.

Do@ is an open platform, connecting directly to mobile optimized web apps developed by publishers and app developers. Instead of delivering links for each query, do@ returns a series of HTML5 based "web-apps" from top publishers who specialize in the topic of the query. Results from do@ are unique for every user and prioritized based on a user's preference and the preferences of their social networks.

Time will tell if do@ will keep up the momentum and live up to its promise, but it is definitely worth watching!

By Daniela La Marca

COMPANIES & CAMPAIGNS

Do@ Empowers Smartphone Users to

Search Across Apps

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Selection-based search systems also operate on the premise that users value information in context and this then saves them from having to juggle multiple applications, multiple web browsers or use multiple search engines separately.

Internet Privacy Controls Challenge Marketers

Regardless of its innovative approach and entrepreneurial spirit, the information and communications industry has yet to agree on a substantial solution to protect their users on the internet.

Although privacy watchdogs are calling for laws that would force companies to reconsider all digital surveillance of consumers, there is still no mutual understanding in sight. Those who don't want to be tracked at least want to know how their personal information is used and stored or where it is ending up and their concerns are steadily growing due to invasive internet marketing practices. Indeed it seems that every move we are doing online these days is observed, analyzed and harvested for profit so that privacy seems to fall into oblivion.

Cookies, Web beacons and other sophisticated tracking tools monitor any click a user is doing, whatever links they click, what they search for and in the end buy. By mining all this information, marketers ensure that they can deliver relevant pitches.

So, it is no surprise that calls for online privacy protection makes noise, whereupon companies such as Microsoft, Mozilla and Google respond with various "Do Not Track" technologies. Still, an industry-wide solution is not close at hand as putting this Do Not Track concept into practice is much more complicated than it actually seems.

The biggest challenge is reaching an industry consensus on what “Do Not Track” obligations should mean, followed by the task to come up with standard technology tools that are easy for consumers to use as well as a set of common rules that all Websites and advertisers will follow.

In fact, the industry has to find a way to let consumers halt intrusive online marketing practices without preventing tracking critical for the internet to function. Let‟s face the truth, we all rely on tracking not just to target ads, but also to analyze website traffic patterns, store online passwords and deliver customized content, so we can‟t abandon it or negate the lucrative (and actually really positive) effect of behavioral advertising, since it delivers personalized pitches that people probably want.

The real problem seems to be the fact that many consumers don't know they're being tracked, or if they do, they have no idea what happens to their information - whether it is used to create personal profiles, merged with offline databases or sold to data brokers - and last but not least the fact that there is no practical way to stop the data collection.

The Digital Advertising Alliance came up with a kind of solution when introducing their self-regulatory program that places icons inside the online ads of participating advertisers, ad networks and websites.

LEGISLATION

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LEGISLATION

The icon links to a site that explains online targeting and provides consumers with an opt-out cookie they can install if they just want to receive standard ads.

The Interactive Advertising Bureau and the D i rect Market ing Association, as well as individual companies including Google and Yahoo!, are part of this group, but all are still looking for a mutual satisfying solution on how to deal with the situation.

Let‟s see if it just needs more time to establish thoughtful privacy controls that puts nobody on the wrong side. ♦

By Daniela La Marca

36

The biggest challenge is reaching an industry consensus on what “Do Not Track” obligations should mean, followed by the task to come up with standard technology tools that are easy for consumers to use as well as a set of common rules that all Websites and advertisers will follow.

BUZZWORD

The use of search engine technology is the main integration component in an information system. In a traditional business environment the architectural layer usually occupied by a relational database management system (RDBMS) is supplemented or replaced with a search engine or the indexing technology used to build search engines. Queries for information which would usually be performed using Structured Query Language (SQL) are replaced by keyword or fielded (or field-enabled) searches for structured, semi-structured, or unstructured data. In a search-oriented architecture the data tier may be replaced or placed behind another tier which contains a search engine and search engine index which is queried in-place of the database management system. Queries from the business tier are made in the search engine query language instead of SQL. The search engine itself crawls the relational database management system in addition to other traditional data sources such as web pages or traditional file systems and consolidates the results when queried. The benefit of adding a search layer to the architecture stack is the rapid response time in large dynamic datasets made possible by search indexing technology such as an inverted index

A selection-based search system allows the user to search the internet for more information about any keyword or phrase contained within a document or webpage in any software application on their desktop computer using a mouse. Traditional browser-based search systems require the user to launch a web browser, navigate to a search page, type or paste a query into a search box, review a list of results, and click a hyperlink to view these results. Three characteristic features of a selection-based search system are that the user can invoke search using only their mouse from within the context of any application on their desktop, receive categorized suggestions which are based on the context of the user-selected, and view the results in floating information boxes which can be sized, shared, docked, closed and stacked on top of the document that has the user‟s primary focus. In its simplest form, selection-based search enables users to launch a search query by selecting text in any application on their desktop. It is commonly believed that selection-based search lowers the user barrier to search and permits an incremental number of searches per user per day. Selection-based search systems also operate on the premise that users value information in context and this then saves them from having to juggle multiple applications, multiple web browsers or use multiple search engines separately. The term selection-based search is frequently used to classify a set of search engine systems, including a desktop client and a series of cloud computing services, but it is also used to describe the paradigm of categorizing a keyword and searching multiple data sources using only the mouse. The US National Information Standards Organization (NISO) uses the terms selection-based search and mouse-based search interchangeably to describe this web search paradigm.(Source: Wikipedia)♦

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Search-oriented Architecture

Selection-based Search

?

APPOINTMENTS

APPOINTMENTS

Akamai Technologies Pte. Ltd. has appointed Frederic Moraillon as Vice President of Marketing for Asia Pacific Japan (APJ). Based in Singapore and reporting to Sanjay Singh, Vice President for Asia Pacific Japan at Akamai, Frederic is responsible for driving overall branding, field marketing and public relations functions with a focus on strategic growth opportunities across APJ

Frederic has held senior leadership roles with Business Objects, SAS Institute, PeopleSoft Inc., and Silicon Graphics. He has also led, coached, and been part of, numerous start-ups including a number of successful specialist software vendors. Prior to joining Akamai, Frederic ran a boutique public relations firm and software sales business.

APJ is the fastest growing region worldwide for Akamai and the company plans to further drive growth in key

markets by strengthening branding, marketing and go-to-market strategies. Their recently introduced Akamai

NetAlliance Partner program is designed to strengthen its channel network globally by working with the world‟s

leading hardware and software integrators, application and infrastructure service providers that are helping

enterprises as they integrate the cloud into their business. To no surprise, Akamai works with some of the

world‟s best-known brands that use the internet for business, including one-third of Global 500 companies, the

top 20 global e-Commerce sites, nine out of ten top global banks, and the top 30 media and entertainment

companies.♦

Frederic Moraillon

Acision, the global leaders in mobile messaging, announced two new appointments to its executive team as strategic leads for sales, marketing and services globally. Sherif Hamoudah has been appointed to EVP, Global Sales & Marketing, and Rob Bellis will lead Acision‟s services organisation as EVP, Global Services - both moving from previously held senior positions from within the company. The new roles will enhance Acision‟s position as a trusted mobile messaging and services provider, cementing its status in the mobile ecosystem and boosting the overall quality of experience it delivers to its customers.

Sherif Hamoudah will be taking responsibility for Acision‟s global sales and marketing functions to develop new business opportunities and create synergies across Acision‟s sales regions to drive strategic growth initiatives, as well as build awareness of Acision‟s brand and position in the mobile messaging and services market. Sherif has more than 23 years experience in sales and marketing, working with mobile operators across the Middle East Africa and Pakistan (MEAP), including

roles with Oracle‟s Telecommunications, Transport & Media Industries division where he helped define Oracle‟s strategy for the telecoms industry across EMEA. Sherif will continue to head up the MEAP region until a successor is appointed.

Rob Bellis will be leading the global services organization and will be responsible for improving operational efficiencies and services dynamics to create a more aligned sales, product and services coalition. Prior to Acision, Rob had an impressive track record in supply chain and procurement, delivering support and services. While at Hutchinson 3G, Rob led and closed the first 3G unified messaging platform deal from CMG.♦

Sherif Hamoudah

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Former radio personality Shareen Wong is joining SAFRA Radio as Programme Consultant for Power98 FM. In her new role, she will be supporting the Power98 FM team to accomplish key strategic developments.

Having more than 10 years of radio experience, she was the Assistant Vice President of programming for SAFRA Radio, managing both Power98 FM and 883Jia FM, before moving on to the retail industry in 2008. ♦

Shareen Wong

APPOINTMENTS

Convergys Corporation announces the appointment of a new Asia Pacific management team with a strong background in telecommunications, information technology and sales. This team is based at Convergys Information Management business‟ regional office in Singapore. Already in place for six months, the new management team is using its experience and strong contact network to help drive increased business opportunities and market share for Convergys in this key geographical region.

Raj Thangiah joined Convergys as Vice President & General Manager, Asia Pacific. Mr. Thangiah has held key leadership roles within the telecommunications, information and communications technology industries and is using his experience to drive Convergys‟ growth plans in Asia Pacific. He reports to Mike Palackdharry, General Manager, Global Telecommunications, for Convergys.

Raj Thangiah

Millennial Media, an independent leader in mobile advertising, announced its expansion into the Asia-Pacific region by appointing Robert Woolfrey as Managing Director. Robert joins the company to lead its operations in Southeast Asia, including establishing a presence and aggressively hiring. Singularly focused on extending the company‟s in-market brand and agency sales, he will invest in both people and increasing mobile advertising and monetization education in the region. He will represent Millennial Media, that was named one of the 75 fastest growing companies on the 2011 Inc. 500, on the Mobile Marketing Association (MMA)‟s Asia Pacific Board of Directors, and has currently numerous openings in sales, operations, and business development in the region. ♦

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element14, part of Premier Farnell plc, appointed Devashish Saxena as Regional Marketing Director APAC. Devashish has extensive experience in online development and marketing and has, in his previous role, worked as Global Internet Marketing Director for Texas Instruments. Born in India, educated in Hong Kong and the USA, he is a truly global executive, who holds a Master Degree in Marketing from the University of Texas at Austin. ♦

YouTube , the world‟s largest online video sharing community, announced the launch of a localized service for Singapore. Users can visit this localized Singapore site by choosing “Singapore” as the location setting at the bottom of the YouTube.com homepage or going directly to http://youtube.com.sg. The brand new YouTube Singapore offers a local interface to easily and quickly find videos most relevant to Singaporeans, including expanded content from local and global partners. The site will create a new online space for the national community and give Singaporean creators the opportunity to increase their exposure.

With the localized site in Singapore, the YouTube Partner Program will also open to Singaporean video creators. This program enables content creators in Singapore who make original, high-quality videos on a regular basis to become content partners with YouTube and monetize their work on the site through advertising. Content creators will be able to apply online for the program at http://www.youtube.com/creators/partner.html ♦.

Steven Ch‟ng joined Convergys as Vice President of Sales, Asia Pacific. Mr. Ch'ng has over 18 years of experience in telecommunications and information technology industry sales throughout the Asia Pacific region and is focused on generating new business for Convergys. He reports to Mr. Thangiah.

Ajay Turki joined Convergys as Director of Sales, Asia Pacific. An accomplished sales leader with a 15+ year record of successful strategic and tactical leadership, Mr. Turki is working to enhance Convergys‟ sales opportunities in the region. He reports to Mr. Ch‟ng.

Tessa Stowe joined Convergys as Director of Sales, Australasia. An accomplished sales leader with a 20+ year track record of successful strategic client management, Ms. Stowe is working to expand Convergys‟ existing client footprint in Australia and New Zealand region. She reports to Mr. Ch‟ng. ♦

APPOINTMENTS

International multichannel marketing specialist Epsilon has expanded its strategic marketing team in Asia Pacific to meet the growing demand for personalised cross-channel customer experiences. The Strategic Consulting and Advanced Analytics (SCAA) team provides its clients with a wide range of best-in-class marketing services to create customer experience marketing, CRM and loyalty programs; as well as to build fully optimized end-to-end multichannel campaigns.

The Asia Pacific SCAA team is led by three seasoned international consultants including Singapore-based Liz Sullivan, Director of Strategic Consulting in Asia Pacific. She leads a team of marketing consultants and analysts working with organizations to formulate data-driven marketing strategies that facilitate business growth and customer relationship development. Liz has over 12 years of client and solutions focused data communications consulting experience.

In Sydney, Will Halliday, Director of Strategic Consulting for Australia and New Zealand, has 12 years of management consulting experience providing loyalty marketing and CRM solutions. Will has significant marketing experience having worked with a range of top name brands across a number of sectors.

In addition, Mayumi Genda, Strategic Consultant for Japan, has over 10 years of marketing and program implementation experience in Japan, including membership management programs, new product launches, and development of marketing and CRM optimization plans for e-commerce companies.

These leaders will drive the SCAA efforts in Asia Pacific as Epsilon helps companies create measurable and effective communications across the region.♦

Initiative, a performance-led media communications company, announced that it has won all digital activity for Nestlé‟s Nescafé brand in Indonesia. Nestlé awarded the business to Initiative following a competitive pitch that involved both local and international agencies, so, Initiative will be responsible for building the Nescafé brand across digital platforms, as well as overseeing the launch of Nescafé‟s „Journey of Life‟ campaign. ♦

iris, the award-winning independent creative agency, announced the launch of its new office in Indonesia through an agreement with the Nava+ group (named after „nava‟ which means „new fresh and modern‟ in Sanskrit) headed by President Director David Wibowo.

The new venture will couple the unique multi-disciplined creativity of iris, with the scale and execution capability of the Nava+ group, one of Indonesia‟s leading home-grown groups of communications and marketing brands with a countrywide network.

The venture will see iris enter its fifth country in Asia with a 220-strong presence in Jakarta and a field force of over 700. The office will offer end-to-end integrated marketing solutions in line with iris‟ core proposition which spans advertising, digital, retail, experiential, sponsorship, PR, management consultancy and CRM.

With iris‟ headcount in Asia now over 400, the deal comes as a result of both increased demand from some of iris‟ biggest customers and a new phase of growth planned by the Nava+ group. The opening will be a significant move for iris in Asia Pacific following several recent growth announcements, including the appointment of Luke

Nathans as regional Development Director for Asia.

iris, whose other offices in Asia include Singapore, India (New Delhi), China (Beijing) and Australia (Sydney, Melbourne) has added a number of new clients to its roster in Asia Pacific within recent months.♦

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APPOINTMENTS

MediaBUZZ Pte Ltd, launched in early 2004, is an independent online publisher in the

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Editor-in-Chief:

Daniela La Marca

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Sales & Marketing:

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