The DigiMarketing Imperative

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In his presentation, "The DigiMarketing Imperative", Chief Operating Officer of Ogilvy & Mather Asia Pacific, Kent Wertime, advocates a shift from the POE (paid, owned, earned) paradigm to a new PUC (participation, utility and contribution) approach.

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The DigiMarketing Imperative

  1. Kent Wertime Chief Operating Officer Ogilvy & Mather Asia Pacific
  2. The Global User Base Source: http://www.internetworldstats.com/ Asia 44% of global U.S. 11.7% Rest of world 88.3% U.S. 66% Rest of world 34% China 22.9% Japan 4.6% India 4.7%
  3. The Digital Device Shift 1 Million new devices connected daily
  4. The Digital Device Shift Toward 10 Billion
  5. 8
  6. DigiMarketing Shift: A defining topic for a generation of marketing
  7. Three Eras of Digital Marketing New & Experimental 90’s Mass & Mainstream 00’s Predominant & Pervasive 10’s
  8. Global Ad Spend $500 Billion
  9. 2012f Global Ad Spend 2004 41.5% 4.3% 6.5% 26.1% 15.4% 6.0% 43.7% 18.6% 5.2% 16.6% 9.8% 5.9% Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
  10. 2012f Global Ad Spend 2004 $16B $100B Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
  11. India Ad Spend
  12. 2012f India Ad Spend 2004 38.5% 0.6% 2.0% 47.2% 4.3% 7.4% 41.6% 4.5% 4.8% 40.7% 2.4% 5.6% Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
  13. 2012f India Ad Spend 2004 $17M $353MM Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors
  14. Confidence Gap: A continued lag, an under-invested market
  15. Marketers Still Lag Consumers Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report, eMarketer Jun 2010 "Online Ad Spend Bounces Back" and Forrester Dec 2010 "Understanding the Changing Needs of the US Online Consumer" % Consumer Time Spent Online % Advertising Dollars Spent Online The Marketing Confidence Gap
  16. DigiMarketing Imperatives
  17. 01 From P-O-E to P-U-C
  18. Marketer Organizing Principle - POE Paid Owned Earned
  19. Consumer Organizing Principle - PUC Participation Utility Contribution
  20. More tweets, lower the price
  21. Consumer Organizing Principle - PUC Participation Utility
  22. Source:MobileAppsWorldwideForecast2011-2015 9.00AMSINGTEL Friday, March 17 9:00 2011 2015 89.0 B 18.4 B
  23. Nike, Becks, Smirnoff, Tiger beer & Adidas help you to find activities around your location North Face provides you with the latest Snow reports NIVEA tells you what sun lotion you should use Once a week Once a quarter Branded UtilityProliferation
  24. Consumer Organizing Principle - PUC Participation Utility Contribution
  25. Loyalty / Purchase Influence / Word-of-Mouth New Dimension of Customer Value Customer Contribution
  26. • Fan sites • Viral videos • Blog postings • Voting • Consumer critiques • Co-creation • Crowd sourcing • Customer feedback surveys • Loyalty clubs online • Virtual fan events • Online corporate events • Online pre-ordering • Friend-get-friend campaigns • Bulk purchasing online • Participation in online promotions • Use of company’s virtual goods • Product customization and sharing • Secondly markets (E-Bay) Customer Contribution
  27. Inviting community members of to openly submit their ideas for the new Muji product. More than 50 of Muji product has been developed from this community. Community Driven Product Innovation
  28. 02 Content Ecosystems
  29. Content = Digital Bait
  30. WATSON on Jeopardy!
  31. Topline Results XXX in validated Lead Venue XXX in Win Revenue
  32. 03 Social at the Center
  33. 04 Data Value Exchange
  34. Data Value Transaction  Predictive models / Recos  Customer user preferences  Personal comparisons to average  Value prompts  Offer bundles  Participation incentives  Co-brand data sharing / offers  Personal habits tracking
  35. 05 Managing Consumer Trust (Constantly)
  36. Tim Berners-Lee, Developer of the Internet BBC Interview, March 18, 2008 On personal data: “It’s mine – you can’t have it. If you want to use it for something, then you have to negotiate with me. I have to agree. I have to understand what I’m getting in return.”

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