Change? Wot me? Digital Marketing is Here Already

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Presentation at seminar on social media, marketing, & market research organized by ABNImpact.

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Change? Wot me? Digital Marketing is Here Already

  1. 1. Copyright © by ian fenwick. All rights reserved digiAindra Presentation for Dr Ian Fenwick, founding partner, digiAindra co ltd March 8, 2013 “Oxford University Museum of Natural History ... dodo - dead apparently” by FunkMonk http://commons.wikimedia.org/wiki/File:Oxford_Dodo_display.jpg
  2. 2. Copyright © by ian fenwick. All rights reserved digiAindra digiAindra co ltd strategic digimarketing based in Bangkok, Thailand. Founded by: • Dr Ian Fenwick, co-author of best-selling DigiMarketing: The Essential Guide; • Aung Kyaw Moe, payments expert, Founder & Group CEO, 2C2P; • Nick Pisalyaput, WEF, Young Global Leader, President, CREATE more about digiAindra co ltd blending the timeless magic of fairy tales with the evolving magic of digital devices, while maintaining the fun and playfulness of both also operate: Woof Woof Studio more about Woof Woof Studio founding partners in Loyalty in Motion & iPointz cloud-based loyalty programs, for mobile devices more about Loyalty in Motion & iPointz
  3. 3. Copyright © by ian fenwick. All rights reserved digiAindra Part 1 Part 2 Part 3 digital: mainstream marketing: lagging social media Three topics today.
  4. 4. Copyright © by ian fenwick. All rights reserved digiAindra Part 2 Part 3 Part 1 digital: mainstream Ask yourself: “last week which of the following did you do for 8+ hours: a) watched network TV (TV with ads)?; b) read newspapers &/or magazines? c) listened to radio? d) used the internet (on whatever device)?” Then ask: “& where is your marketing money going?” “does that make sense?”
  5. 5. Copyright © by ian fenwick. All rights reserved digiAindra Part 2 Part 3 Part 1 digital: mainstream long-time coming
  6. 6. http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA 1957 …56 years ago They had 3 computers (how many do you have?) Your smartphone is more powerful than any they had! & they linked them to form the first computer network The origins of the web lie with this thing: Sputnik. The 1st man-made object in space. Launched by the (then) USSR. Which galvanized US into forming ARPA (later re-named DARPA):
  7. 7. 1979 first publicly accessible computer network? …34 years ago The first publicly accessible computer networks followed. This is a Compuserve ad from 1983. It was a dial-up network (remember dials on
  8. 8. 1979 first publicly accessible computer network? …34 years ago Read the ad. Don’t worry about what a CB simulator is/was. That’s CompuServe trying to explain a new technology in terms of the (then understood now forgotten) old technology What do we call this now? Yes, a social network. & here it is 34 years ago. This stuff ain’t new…it’s been growing ever since
  9. 9. 1991 first website? …22 years ago What does first website look like? Well, most say it’s like a magazine or newspaper. At first, every new medium is used to replicate the old medium; then gradually we figure how to go beyond that
  10. 10. Copyright © by ian fenwick. All rights reserved digiAindra Part 1 Part 2 Part 3 digital: mainstream long-time coming truly global
  11. 11. Copyright © by ian fenwick. All rights reserved digiAindra http://www.abc.net.au/radionational/programs/bigideas/what-does-our-technology-future-look-like3f/4003568 http://www.internetworldstats.com/stats14.htm#north In 1998, 70% of the world’s internet users were from the United States… by 2010 it was only 17% “ now? US Asia <11% >44%
  12. 12. Copyright © by ian fenwick. All rights reserved digiAindra 38% 51% Penetration 2015: China internet users double USA & Japan combined https://www.bcgperspectives.com/content/articles/digital_ec onomy_globalization_china_digital_3_0_online_empire/ China’s Digital Generations 3.0: The Online Empire Boston Consulting Group 80% 83% 70% 72% 240 m 269 m 245 m USA 87 88 91 JapanChina 701 m 384 m 513 m 2009 2011 2015e & China’s internet penetration will still be only just over 50% ...whereas US will be 80%+
  13. 13. Copyright © by ian fenwick. All rights reserved digiAindra 38% 51% Penetration 2015: China internet users double USA & Japan combined https://www.bcgperspectives.com/content/articles/digital_ec onomy_globalization_china_digital_3_0_online_empire/ China’s Digital Generations 3.0: The Online Empire Boston Consulting Group 80% 83% 70% 72% 240 m 269 m 245 m USA 87 88 91 JapanChina 701 m 384 m 513 m 2009 2011 2015e If not by 2015, then shortly thereafter, China will likely become the largest online retail market in the world, “ with close to 10 percent of retail sales occurring online. It already has more online shoppers than any other market, including the U.S.
  14. 14. Copyright © by ian fenwick. All rights reserved digiAindra hhttp://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/03/03/businessinsider-chart-of-the-day-heres-how-huge-the-tablet-market-could-get-2011-3.DTL http://www.google.com/publicdata?ds=wb-wdi&met=sp_pop_totl&tdim=true&dl=en&hl=en&q=world+population, http://en.wikipedia.org/wiki/Landline http://reviews.cnet.com/8301-13970_7- 10454065-78.html www.statista.com/topics/841/tablets/chart/777/global-connected-device-shipments http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/ http://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare world population 7.0b mobile subscribers 6.0b internet users 2.1b TV sets (2003) 1.4b phone lines (2008) 1.3b newspapers .5b smartphones & tablets .8b PCs 1.3b toothbrush users 3.5b So that .8b will rapidly become the 6b & they’ll be browsing the web with their smartphones & the 2.1b internet users today, will become 6b. About 15% of mobiles are smartphones. But in many countries, 50% of new mobiles are smartphones.
  15. 15. Copyright © by ian fenwick. All rights reserved digiAindra hhttp://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/03/03/businessinsider-chart-of-the-day-heres-how-huge-the-tablet-market-could-get-2011-3.DTL http://www.google.com/publicdata?ds=wb-wdi&met=sp_pop_totl&tdim=true&dl=en&hl=en&q=world+population, http://en.wikipedia.org/wiki/Landline http://reviews.cnet.com/8301-13970_7- 10454065-78.html www.statista.com/topics/841/tablets/chart/777/global-connected-device-shipments http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/ http://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare world population 7.0 b mobile subscribers 6.0 b internet users 2.1 b TV sets (2003) 1.4 b phone lines (2008) 1.3 b newspapers .5 b smartphones & tablets .8 b PCs 1.3 b toothbrush users 3.5 b
  16. 16. Copyright © by ian fenwick. All rights reserved digiAindra 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/ http://news.cnet.com/8301-30685_3-57350968-264/mobile-browsing-reaches-all-time-high/ http://royal.pingdom.com/2012/05/08/mobile-web-traffic-asia-tripled/ Globally 10% of browsing is already on mobiles. In Asia it’s nearer 20%, & up almost 200% in last couple of years. If you don’t have a mobile strategy, you better get one quick!
  17. 17. Copyright © by ian fenwick. All rights reserved digiAindra 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/ http://news.cnet.com/8301-30685_3-57350968-264/mobile-browsing-reaches-all-time-high/ http://royal.pingdom.com/2012/05/08/mobile-web-traffic-asia-tripled/ Countries with highest share of mobile browsing? Zimbabwe 58% Nigeria 58% India 48% Sudan 45% Zambia 44% Uzbekistan 43% Laos 36% Did you get it right? Most don’t. That’s developing countries leap-frogging technologies
  18. 18. Copyright © by ian fenwick. All rights reserved digiAindra Part 1 Part 2 Part 3 digital: mainstream long-time coming truly global for all Picture in your mind the “average internet user” Got it clear in your mind? Now read on
  19. 19. Copyright © by ian fenwick. All rights reserved digiAindra http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important- demographic-in-tech/258087/ …women are our new lead adopters men’s role in technology adoption continues to be overstated“ Intel researcher Genevieve Bell
  20. 20. Copyright © by ian fenwick. All rights reserved digiAindra women lead in • talking on mobiles • texting • using skype • using location-based services • every social network, except LinkedIn •…owning all internet-enabled devices readers, healthcare devices, GPS “the whole bundle of technology is mostly owned by women http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important- demographic-in-tech/258087/
  21. 21. Tectonic Shifts The (un-noticed) movement of tectonic plates re-made the world, just as the growth of digital is re-making marketing Will you be the last to notice?
  22. 22. Copyright © by ian fenwick. All rights reserved digiAindra Part 1 Part 3 Part 2 digital: mainstream marketing: lagging long-time coming truly global for all
  23. 23. Copyright © by ian fenwick. All rights reserved digiAindra http://www.webanalyticsworld.net/ Globally, digital <20% of all ads digital (US$B) total ads (US$B) 19% 21% 22% digital growth rate 18% % digital 16%
  24. 24. Copyright © by ian fenwick. All rights reserved digiAindra Part 1 Part 2 Part 3 digital: mainstream marketing: lagging screens If you’re not doing substantial digital marketing (digimarketing), not only are you losing touch with consumers, you’re also failing to develop crucial new skills.
  25. 25. Copyright © by ian fenwick. All rights reserved digiAindra http://www.oliverwyman.com/media/OW_EN_CMT_PUBL_2010_NewDigitalFuture.pdf Print-people always talk about the “feel of paper”, the “touch of magazine page”; the “delight of reading a book”. Well maybe. But like 78 rpm records, they may be good, but most people will no longer experience them…& what I never knew, I”ll never miss.
  26. 26. Copyright © by ian fenwick. All rights reserved digiAindra http://www.fotopedia.com/items/flickr-4711241023 by fritzon http://www.fotopedia.com/items/flickr-4711241023 by fritzon This…gives way to:
  27. 27. Copyright © by ian fenwick. All rights reserved digiAindra http://www.fotopedia.com/items/flickr-4711241023 by fritzon http://www.fotopedia.com/items/flickr-4711241023 by fritzon this…sorry, but i Actually, I’m not sorry, but it
  28. 28. Copyright © by ian fenwick. All rights reserved digiAindra A Magazine Is an iPad That Does Not Work http://www.youtube.com/watch?v=aXV-yaFmQNk&feature=player_embedded Watch this video of the toddler with the iPad…she tries to interact with the magazine…and gives up in disgust. Will she ever “miss” print? Watch the video, it’s worth it: http://www.youtube.com/watch?v=aXV-yaFmQNk&feature=player_embedded
  29. 29. Copyright © by ian fenwick. All rights reserved digiAindra Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/ So digital is screens & digital is also streams Communication was once appointment-only: the 9 o’clock news was only available on TV on channel x at 21:00 Now it’s all about engagement…communication is 24x7 I only experience what engages me
  30. 30. Copyright © by ian fenwick. All rights reserved digiAindra How long can you go without checking in on Facebook? http://www.retrevo.com/content/blog/2010/03/social-media-new- addiction%3F
  31. 31. Copyright © by ian fenwick. All rights reserved digiAindra http://www.bitrebels.com/social/the-secret-habit-of-many-twitter-addicts-do-you-do-it/ Diana Adams www.BitRebels.com Here is my confession—I sleep with my phone under my pillow every night …I almost never sleep an entire night through without waking up & checking my tweets…at least two or three times …I even wake up, tweet for an hour or so, & then go back to sleep
  32. 32. Copyright © by ian fenwick. All rights reserved digiAindra Do you sleep with your mobile? Pew Research Center http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA “have slept with phones on or right next to their bed” male 67% female 64% 18-29 90% 30-49 70% 50-64 50% 65 + 34% 24x7 really & it’s possibly that your mobile should be at least 1 meter from your head!
  33. 33. Copyright © by ian fenwick. All rights reserved digiAindra http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/ 24x7 really really
  34. 34. Copyright © by ian fenwick. All rights reserved digiAindra WHOOPS! Starbucks insults entire countries http://www.huffingtonpost.com/2012/06/06/starbucks-ireland-twitter-fail_n_1574922.html hard for marketers to keep up 24x7 without screwing up
  35. 35. Copyright © by ian fenwick. All rights reserved digiAindra Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/ can easily become torrents
  36. 36. Copyright © by ian fenwick. All rights reserved digiAindra https://secure.flickr.com/photos/wurglitsch/6153011615/lightbox/ Niagara Falls by Rinaldo W http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1 if the news is that important, it will find me focus group participant How do people deal with today’s torrents of communication? They help each other
  37. 37. Copyright © by ian fenwick. All rights reserved digiAindra …I’ll read an interesting story online & send the URL to 10 friends… http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1 I’d rather read an e-mail from a friend with an attached story than search through a newspaper to find the story
  38. 38. Copyright © by ian fenwick. All rights reserved digiAindra Part 1 Part 2 Part 3 digital: mainstream marketing: lagging screens streams sharing & that’s a big part of the digital difference: sharing. Humans love to share…food, warmth, accommodation. Remember that CompuServe ad from 1983? Sharing is now at the heart of new business models, but that’s for another day
  39. 39. Copyright © by ian fenwick. All rights reserved digiAindra Sharing In last 10 minutes: https://www.youtube.com/yt/press/statistics., html http://mashable.com/2012/06/22/data-created-every-minute/ , http://www.nathanlustig.com/2012/06/06/2-89m- facebook-users-will-die-in-2012-580000-in-the-usa/ http://www.lamebook.com/wp-content/uploads/2011/05/raising-the-dan.jpg received 600+ hours of video received 8m+ pieces of content well over 3,000 emails sent almost 1m tweets sent almost 30,000 pics uploaded almost 35,000 pics uploaded
  40. 40. Copyright © by ian fenwick. All rights reserved digiAindra Part 1 Part 3 Part 2 digital: mainstream marketing: lagging screens streams sharing
  41. 41. Copyright © by ian fenwick. All rights reserved digiAindra Part 2 Part 1 Part 3 digital: mainstream marketing: lagging social media & of course sharing is the essence of social media Social media is estimated to take 25%+ of all time on-line & to be the 2nd most trusted source of information, right after real friends & real family
  42. 42. Copyright © by ian fenwick. All rights reserved digiAindra Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964 , the medium is the message The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967 , “ …the …. medium is us! Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964 Marshall McLuhan, 1964
  43. 43. Copyright © by ian fenwick. All rights reserved digiAindra Part 2 Part 1 Part 3 digital: mainstream marketing: lagging social media conversations
  44. 44. Copyright © by ian fenwick. All rights reserved digiAindradigiAindraTraditional marketers hate conversations They call their customers ‘targets’ & that’s how they treat them: throw out the messages. If you miss someone, throw more. We’ll hit them all the end…
  45. 45. Copyright © by ian fenwick. All rights reserved digiAindra Uyuni salt lake of Tunupa, Bolivia http://www.alistapart.com/articles/conversation-is-the-new-attention/ Conversation is the new attention Christopher Fahey & Timothy Meaney A List Apart, April 19 2011 Now I want people to talk about me and my brands…that’s the most credible way to get heard
  46. 46. Copyright © by ian fenwick. All rights reserved digiAindra
  47. 47. Copyright © by ian fenwick. All rights reserved digiAindra https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066
  48. 48. Copyright © by ian fenwick. All rights reserved digiAindra Don’t be afraid of conversation…  people write whatever they want – so you see what they really think – so you can build trust – and improve  social media doesn’t cause complaints – your lousy service does that – it’s just where the complaint is expressed – where it can be recognized – & addressed
  49. 49. Copyright © by ian fenwick. All rights reserved digiAindra Part 2 Part 1 Part 3 digital: mainstream marketing: lagging social media conversations engagement
  50. 50. Copyright © by ian fenwick. All rights reserved digiAindra Stop thinking reach…how many followers, how many fans. Think engagement: are they commenting? Posting? Asking? Are you answering? Engagement is how brands escape from the ghetto of their pages to the real world of customers’ news feeds, retweeting, & endorsements
  51. 51. Copyright © by ian fenwick. All rights reserved digiAindra …nurture is essential Burson-Marsteller Asia-Pacific Social Media Study 2010 55% of Asian corporate social media accounts are inactive
  52. 52. Copyright © by ian fenwick. All rights reserved digiAindra Part 2 Part 1 Part 3 digital: mainstream marketing: lagging social media conversations engagement adventitious Taking advantage of the situation…quickly Just like a witty conversationalist
  53. 53. Copyright © by ian fenwick. All rights reserved digiAindra http://www.buzzfeed.com/rachelysanders/how-oreo-got-that-twitter-ad-up-so-fast https://twitter.com/Oreo/status/298246571718483968 Just one example: during the superbowl 2013 black-out:
  54. 54. Copyright © by ian fenwick. All rights reserved digiAindra http://www.buzzfeed.com/rachelysanders/how-oreo-got-that-twitter-ad-up-so-fast https://twitter.com/Oreo/status/298246571718483968 it's been retweeted more than 14,000 times (and the same image on Facebook has gotten more than 20,000 likes) — meaning that the most powerful bit of marketing during the advertising industry's most expensive day may have been free You don’t pay for the media, but social is NOT free, it requires constant careful (skilled) attention… which stays on brand
  55. 55. Part 2 Part 1 Part 3 digital: mainstream marketing: lagging social media conversations engagement adventitious screens streams sharing long-time coming truly global for all That’s all folks Except for a couple of quotes:
  56. 56. Copyright © by ian fenwick. All rights reserved digiAindrait is not the strongestof the species that survives…“ it is the one most adaptable to change nor the most intelligent
  57. 57. Copyright © by ian fenwick. All rights reserved digiAindra http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai
  58. 58. Copyright © by ian fenwick. All rights reserved digiAindra digiAindra co ltd strategic digimarketing based in Bangkok, Thailand. Founded by: • Dr Ian Fenwick, co-author of best-selling DigiMarketing: The Essential Guide; • Aung Kyaw Moe, payments expert, Founder & Group CEO, 2C2P; • Nick Pisalyaput, WEF, Young Global Leader, President, CREATE more about digiAindra co ltd blending the timeless magic of fairy tales with the evolving magic of digital devices, while maintaining the fun and playfulness of both also operate: Woof Woof Studio more about Woof Woof Studio founding partners in Loyalty in Motion & iPointz cloud-based loyalty programs, for mobile devices more about Loyalty in Motion & iPointz

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