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4 Ps Of Digi Marketing
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4 Ps Of Digi Marketing

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Keynote speech at Hello World by TurnOnTech live. Introduces idea of 4 P's of digimarketing: Permission, Participation, Profile (watch out for Privacy), and Personalization. …

Keynote speech at Hello World by TurnOnTech live. Introduces idea of 4 P's of digimarketing: Permission, Participation, Profile (watch out for Privacy), and Personalization.
Ian Fenwick is Advisor at Sasin Graduate Institute of Business Administration and Founding Partner of digiAindra Co. Ltd. digiAindra undertakes turnkey digimarketing: "one-stop digimarketing".

Published in: Business, Technology

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  • Great to be here
  • Most digital media are highly user-configurable. That means if I don’t want to hear from you or see you, I don’t need to. I can block your banner ads; I can mark your email as spam; I can block your useless SMSs. And blocking is for ever. Once I’ve shut you out you will probably never get back in again. No matter how relevant and entertaining your messages become. I on’t know cos I blocked you out.So get permission at the start: opt-in, easy opt-out, consumer driven content and frequency.It only makes sense. What’s the point of talking to people that don’t want to be talked to?
  • Another distinctive feature of digital is that people participate…they ain’t simple couch potatoes. They do things.
  • But today ‘s consumer is active, engaged (or wants to be), lean forward, not lean back.We move from reach and impressions, to sustained engagement. What we once called “sticky”. I want participants interacting with my digital marketing…so they learn more about my brand (and shape how they wish), and have less time to be with my competitors’ brands.Turn On Tech Live is certainly permission based, and certainly participative!
  • Participation can go all the way from a simple interaction, in this case the content of the promotional email (an invitation to a party, and the code to get in) is not immediately obvious. Whereas we used to teach that the call to action should be clear and high impact, now it takes participation to reveal ir.
  • Games of course are highly participative and immersive. This example builds on the MK brand, both in logo etc and in restaurant design. And bridges to the real world, with avatar clothing available exclusively via spending in the restaurant
  • And of course viral is in some ways the epitome of participation: consumers actually do all the heavy work, choosing friends they think would appreciate that quirky vdo clip and passing it on to them
  • And what’s often called Web2.0 is founded on participation. Here it’s writing reviews: on-line reviews are now reported as being the #2 driver of purchase decisions (right after personal recommendations from a friend); over 80% read before buying and 90% trust themSo here participation not only involves sustained interaction with your brand, but is a way to attract (or of course repel!) other consumers
  • The participation, the s about the ustained interaction, doesn’t just involve the participant…it yields the digimarketer information about the participant. It helps us build their profile…and understand them better.But it’s important to build that profile gently, bit-by-bit, without freaking the participant out with privacy concerns.
  • This video from the American Civil Liberties Union is what we don’t want to happen: intrusive, non-benefit, meaningless use of profile data.
  • Final P, personalization: we use the profile to personalize our offers on 1:1 basis.
  • So the 4 P’s of digital marketing complement the 4 Ps of marketing! And it looks to me that TurnonTechLive covers all 4 P’s exceptionally well
  • Transcript

    • 1. the 4 P’s of digimarketing
      ianfenwick
    • 2. product
      price
      place
      promotion
    • 3. permission
      Copyright Ian Fenwick, 2009
    • 4. permission
      participation
      Copyright Ian Fenwick, 2009
    • 5.
    • 6.
    • 7.
    • 8. Source: OgilvyOne, Thailand
    • 9. MK GAME
    • 10. http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
    • 11.
    • 12. profile
      permission
      (privacy)
      participation
      Copyright Ian Fenwick, 2009
    • 13. profile
      permission
      (privacy)
      participation
      www.aclu.org/pizza
    • 14. personalization
      profile
      permission
      (privacy)
      participation
      Copyright Ian Fenwick, 2009
    • 15. personalization
      product
      profile
      price
      permission
      (privacy)
      place
      promotion
      participation
      Copyright Ian Fenwick, 2009