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digital marketing today presented at Tourism Technology Association, Phuket, Feb 09 2011

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DigiMarketing (Digital Marketing) Today, Prepared for Tourism Technology Association meeting, Phuket February 9, 2011.

DigiMarketing (Digital Marketing) Today, Prepared for Tourism Technology Association meeting, Phuket February 9, 2011.

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  • 1. Digital Marketing Today
    Ian Fenwick
    Tourism Technology Association9th February 2011
  • 2. William Gibson
    The future is already here.It's just not very evenly distributed

  • 3. http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/
    Digital marketing’s like high school sex.


    we fish where the fishes are
    Everybody’s talkingabout it. Few people are doing it, and
    those that are doing it,aren’t doing it very well
    Keith Weed
    Chief Marketing Officer, Unilever
    June 25, 2010
  • 4. digital days
    digimarketing mindset
    do it now
  • 5. Internet penetration 2010
    1.97 billion + (29%)
    http://internetworldstats.com/ Stats taken from site December 2010
    http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
    dstats.com/
  • 6. Asia 42% (825m)
    (21.5% penetration)
    China 420 million
    (31.6%)
    http://internetworldstats.com/ Stats taken from site December 2010
    http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
    dstats.com/
    Many don’t realize that the web will soon be predominantly Asia
  • 7. http://www.netboosterasia.com/news.phphttp://internetworldstats.com/
    http://www.nationmultimedia.com/2010/02/09/pda/technology_30122120.html
    http://asiancorrespondent.com/jon-russell/2010/01/20/12-million-mobile-internet-users-in-thailand-says-ais
    Internet in Thailand
    of Thailand’s population
    17.4m, 26%
    66%of Bangkok’s population
    30m mobile internet users by 2014
  • 8. Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook community
    http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market
  • 9. http://www.socialbakers.com/facebook-statistics/
    January 2011
    US is the largest country on Facebook…and the second largest?
  • 10. http://www.socialbakers.com/facebook-statistics/
    Thailand is 21st largest FB country, adding about 600,000 people EVERY MONTH
    January 2011
  • 11. http://www.socialbakers.com/facebook-statistics/
    January 2011
    Indonesia…Seems likely that penetration rates will converge & FB will look more like the world
  • 12. Do you check/update Facebook or Twitter after you go to bed?
    And this is bring behavior change…
    http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F
  • 13. Do you check/update Facebook or Twitter first thing in the morning?
    http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F
  • 14. European Travel Market (€ billions)
    on-line travel sales
    total travel
    254
    100
    26%
    200
    65
    50
    100
    7%
    0%
    0
    0
    1998
    2009*
    2003
    Behavior change nowhere more apparent than in the travel market
    Source: Carl H. Marcussen, Centre for Regional and Tourism Research, www.crt.dk/trends, 23 March 2009
  • 15. Travelers’ road to decision: 2009
    read on-line reviews
    41%
    52%
    use OTA
    use on-line search
    64%
    Source:: “The Traveler’s Road to Decision” by Google and OTX, 2009
  • 16. Story is told of the frog: in a pan of water, slowly warmed, frog will sit happily until the water boils and the frog dies…the story’s not true. Frogs don’t wait around to die: they jump. Will you jump to digital? Or will you get slowly boiled?
  • 17. Agenda
    daze
    digital
    Many marketers find that “digital days” are really digital DAZE
  • 18. digimarketing: lots of moving parts
    brand building
    edm lists
    SEM
    edm
    email, ezines
    games, virtual worlds
    web
    sites
    e-commerce
    digital presence
    SEO
    augmented reality
    nurture your
    digital presence
    face-
    book
    QR codes
    twitter
    mobilesLBM
    video
  • 19. digital days
    digimarketing mindset
    Agenda
  • 20. Copyright Ian Fenwick
    What is digital marketing?
    http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg
  • 21.
    Digital Marketing (digimarketing)is the evolution of marketing …happening when the majority of a company’s marketing uses digital channels
  • 22. Price
    Product
    Place
    Promotion
    Traditional 4 P’s
  • 23. Digimarketing 4 P’s
    Permission
    Start from PERMISSION, don’t Spam
  • 24. Digimarketing 4 P’s
    • clear opt-in
    • 25. easy opt-out
    • 26. customer-chosen content & frequency
    • 27. relevance
    Permission
  • 28. Digimarketing 4 P’s
    Permission
    Participation
  • 29. Many marketers have a picture of their consumers that’s like this…maybe TV is bigger (and thinner). What do marketers call their markets?
    26
  • 30. Targets! Target markets. And what do targets do? Nothing…they wait to have stuff fired at them…and if we miss, fire more messages. That was old-style marketing
    27
  • 31. Today’s Consumers
    Today’s consumers aren’t lean back coach potatoes, passive targets…they are lean forward, involved PARTICIPANTS
  • 32. Source: OgilvyOne, Thailand
    This email piece, consumers had to work with to reveal the message
  • 33. Source: Asiasoft (Thailand)
    This game was branded with the client’s branding. Spending money at the restaurant got you codes for virtual goods in the game.
  • 34. And viral marketing rests crucially on consumer participating…
    http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
  • 35. Social media are the ultimate in participation…& that builds TRUST

    …internet users trust recommendations from people they know
    & opinions posted by unknown consumers online
    more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media
    Nielsen Online, April 2009
    Cited in http://www.bazaarvoice.com/resources/stats
  • 36.
    …internet users trust recommendations from people they know
    & opinions posted by unknown consumers online
    more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media
    Nielsen Online, April 2009
    Cited in http://www.bazaarvoice.com/resources/stats
    User created reviews…more participation
    globally more than 2/3rd consumers read online reviews when making purchase decisions
  • 37. consider
    aware
    like
    engaged
    ready to act
    ACTION
    We used to draw the sales funnel like this, ending with ACTION (purchase)
  • 38. consider
    aware
    like
    advocate
    Then we realized that after purchase we could get loyalty & even BRAND ADVOCATES
    engaged
    ready to act
    ACTION
    loyal
  • 39. Now we start to see the funnel on its side as a MEGAPHONE to let the participation of advocates build our brand
    consider
    ready to act
    engaged
    like
    advocate
    ACTION
    aware
    Social Megaphone
  • 40. Third P: Profile. Using the participation to learn more about our customers…one at a time
    Permission
    Profile
    Participation
  • 41.
    Personalization
    Permission
    Profile
    Participation
    behaviorally targeted ads twice as effective
    We used to draw the sales funnel like this, ending with ACTION (purchase)
  • 42. Personalization
    Permission
    Profile
    Participation
    Then we use that profile information to PERSONALIZE the offer
  • 43. Not logged in Amazon can’t personalize
  • 44. Now logged in I get my personal page
  • 45. Personalization
    Trip Advisor uses Facebook’s Instant Personalization
    http://www.rottentomatoes.com/
  • 46. Personalization
    See friends reviews, activity
    http://www.rottentomatoes.com/
  • 47. Personalization
    Places visited: the start of social search?
    http://www.rottentomatoes.com/
  • 48. Personalization
    Permission
    Profile
    Participation
    Profile (privacy)
    There’s another P lurking: PRIVACY. We are already seeing the tension between Profile & the resulting personalization…and Privacy
  • 49. Marketers need to take care how they implement personalization.
    If consumers get freaked out about privacy, they’ll cut us out of profile-building

    Personalization
    Permission
    Profile
    Participation
    behaviorally targeted ads twice as effective
  • 50. Personalization or stalking?
    A blogger visits Kuoni site and researches holidays in Thailand.
    Then gets served these banners on another site.
    Zero benefit to him…just that uneasy feeling that Big Brother is watching
    Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html
    http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html
  • 51. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld
    But if we offer benefit, like this free Guinness app for the Hong Kong Rugby Sevens, consumers will invite us in, even to the privacy for their mobile phone
  • 52. digital days
    digimarketing mindset
    do it now
  • 53. site speed
    If you do nothing else, make sure your site is FAST. You have 4 or 5 seconds for me to see what I want, or at least the route to what I want.
    Speed before graphics, flash, video.
    http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
    http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
  • 54. site speed
    browsers
    Make sure your site works well in ALL major browsers: deliver different versions to different browsers if necessary…
    2%
    5%
    8%
    23%
    60%
    http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
    http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
  • 55. site speed
    browsers
    2013
    Don’t forget tablets and other mobiles.
    By 2013 (2 years time) there will be more mobiles that can browser the web than computers. By 2015 mobile will the browser of choice
    2%
    5%
    2015
    http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
    http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
  • 56. speed
    browsers
    user friendly
    Of course you want your site user friendly…so who do you check that with? Marketing? PR? IT?...
  • 57. speed
    browsers
    user friendly
    YES users…how you checked your site with at least 5 or 6 users?
  • 58. speed
    browsers
    user friendly
    Again don’t forget mobiles…
    • special mobile version
    • 59. save space
    • 60. simplify menus
    • 61. separate/highlight buttons
    • 62. minimize text entry
  • speed
    browsers
    user friendly
    content plan
    Content is the elephant in the room
  • 63. speed
    browsers
    user friendly
    content plan
  • 64. speed
    browsers
    user friendly
    content plan
    Digital eats up content like an elephant eats food…and digital (especially social) needs constant feeding.
    When you start everyone has content; everyone helps.
    Make sure you decide who will feed content in the long-term.
  • 65. speed
    browsers
    user friendly
    content plan
    search strategy
  • 66. you are here
    over 184 m domains
  • 67. search the database of intentions…
    John Battelle
    http://battellemedia.com/archives/000063.php
    The marketers dream: let’s you see consumers’ intentions
  • 68. speed
    browsers
    user friendly
    content plan
    search strategy
    Search engine optimization: getting towards the top of the organic results (SEO)
    Search engine marketing: buying the search ads (SEM)
    seo
    sem
  • 69. Paid Search
    Google Places
    Organic Search
  • 70. phrases
    pages
    People search for phrases not words (and the phrases are getting longer).
    Every page on your site is a chance to be found for a phrase. Focus each page on a phrase.
    And make it a phrases USERS search for
  • 71. phrases
    pages
    long-tail
    If you go long-tail, it’ll be cheaper and likely better conversion rates
  • 72. number of searches
    Long-tail phrases likely have less competition…AND tell you more about what the customer really wants, so more likely to convert.
    Of course each phrase is used less often, so need to buy lots of them
    more specific


    more generic
    http://www.leftclick.com/blog/chasing-the-long-tail
  • 73. number of searches
    11,900,000
    11 ads page 1
    11 ads page 2
    11 ads page 3
    264,000
    2 ads on p1
    45,900
    1 ad p1
    wheelchair accessible hotel Phuket
    more specific


    hotel Phuket
    more generic
    long stay hotel Phuket
    http://www.leftclick.com/blog/chasing-the-long-tail
  • 74. speed
    browsers
    user friendly
    content plan
    search strategy
    social media
  • 75. people sharing content with people
    creating content for people
    people helping each other;
    and bypassing traditional
    marketing…like yours
    What are Social Media?
  • 76.
    In June 2020, on average, the global consumer spends about 1 in every 4.5 minutes online on blogs or social networking sites
    The Nielsen Company
    http://www.emarketer.com/Article.aspx?R=1007797
  • 77. traditional marketing was a monologuemarketers talked, people listened (maybe)
    people are tiredof monologues, they want dialogues
    social network marketing is a series of conversations
  • 78. go where your customersalreadygo
    engage early adopter employees
    Don’t try to build your own social network. Unless you have a VERY specialized community, it’s too late. Go where your consumers already go
  • 79. Provide some guidelines to engagement
    http://www.intel.com/sites/sitewide/en_us/social-media.htm
  • 80. go where customersgo
    engage early adopter employees
    be transparent:insincerity hard to hide
    …but judicious: you’re speaking to half a billion people, your words last forever
    read, listen,monitor
  • 81. http://mashable.com/2010/06/21/virgin-america-klout-influencers/
    Are you monitoring
    What’s being said?
    What’s the sentiment?
    Who’s talking?
    Who are the opinion leaders?
  • 82. Are you monitoring
    What’s being said?
    What’s the sentiment?
    Who’s talking?
    Who being listened to?
    who are opinion leaders?
    About you?
    About your competitors?
    About your partners (channel etc.)?
    About the market?
    incredible market research opportunity
  • 83. go where customersgo.NASBN
    engage early adopter employees
    be transparent:insincerity hard to hide
    …but judicious: you’re speaking to half a billion people, your words last forever
    read, listen,monitor
    write whatyou know; take responsibility.You represent your brand
  • 84. make it a genuine conversation
    • reflect on others’ comments
    • 85. and reply, acknowledge, them
    • 86. on a timely basis
  • make it a genuine conversation
    add value: earn attention,engage critics
    admit mistakes, apologize, move on: if in doubt, wait and think before you hit enter
    unify marketing across digital and non-digital channels
    influence, express your view, nudge along…but don’t expect to control
  • 87. digital days
    digimarketing mindset
    do it now
  • 88. Source: OgilvyOne, Hong Kong, 2008,
    The ultimate accolade for digital marketing. When a focus group participant was asked what she thought of Motorola’s digital ads at Hong Kong airport she said:

    it’s not advertising, it’s just a really cool way to say goodbye
    That’s what digital marketing is aiming for: marketing that isn’t marketing
  • 89. The End
  • 90. THANK YOU
    www.About.Me/ianfenwick