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Dell Young Professional: Digimarketing Mindset July 2011
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Dell Young Professional: Digimarketing Mindset July 2011

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For Dell's Young Professional Challenge. Digital marketing is now, and digital marketing demands a new mindset.

For Dell's Young Professional Challenge. Digital marketing is now, and digital marketing demands a new mindset.

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  • 1. digiAindraDigimarke)ng  Mindset   Ian  Fenwick   Dell  Young  Professional  Challenge   July  30,  2011       Copyright  ©  ian  fenwick.  All  rights  reserved
  • 2. digiAindra “ we fish where the fishes are “ Digital  marke like  high  scho Everybody’s  t /ng’s   ol  sex.   alking   about  it.  Few  people   are  doing  it,  a nd     those  that  are  doing   it,  aren’t  doi ng  it   very  well   Keith Weed Chief Marketi ng Officer, U nilever Ju n e 2 5 , 2 0 1 0http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/ Copyright © ian fenwick. All rights reserved
  • 3. digiAindraPart  1   digital  days  Part  2   digital  daze  Part  3   digimarke/ng  mindset   Copyright © ian fenwick. All rights reserved
  • 4. digiAindraPart  1   digital  days  Part  2  Part  3   Copyright © ian fenwick. All rights reserved
  • 5. Asia 44% (922m) digiAindra (24% penetration) China 420miles 48 5m b (31.6%) on N 2o f 3June 2011 C o mNIC ✗ Internet penetration March 2011 2.10 billion + (30%)http://internetworldstats.com/ Stats taken from site December 2010http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG Copyright © ian fenwick. All rights reserved Copyright Ian Fenwickdstats.com/ http://english.sina.com/technology/2011/0719/381598.html
  • 6. digiAindra June 2011 1 y 27, 201 ✗ Jul doubl ed in last 9http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html Copyright © ian fenwick. All rights reserved months
  • 7. digiAindra Do  you  check/update  Facebook  or   TwiCer  aDer  you  go  to  bed?  §  http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F Copyright © ian fenwick. All rights reserved
  • 8. digiAindraDo  you  sleep  with  your  mobile?  Pew  Research  Center   90% 67% 70% 64% 50% 34% male female 18-29 30-49 50-64 65 +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” Copyright © ian fenwick. All rights reserved
  • 9. digiAindrahttp://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/ Copyright © ian fenwick. All rights reserved Copyright Ian Fenwick
  • 10. digiAindraDigital:  not  just  internet   JUST NO T ITAL ET D IG TERN IN Copyright © ian fenwick. All rights reserved 10
  • 11. digiAindraPart  1   digital  days  Part  2   digital  daze  Part  3   Copyright © ian fenwick. All rights reserved
  • 12. digiAindradigimarke/ng:  lots  of  moving  parts   face- brand book SEO QRbuilding codes SEM edm email, web ezines sites games, twitter digital virtual worlds presence e- commerceaugmented nurture reality edm your lists video mobiles digital LBM presence Copyright © ian fenwick. All rights reserved
  • 13. digiAindraPart  1   digital  days  Part  2   digital  daze  Part  3   digimarke/ng  mindset   Copyright © ian fenwick. All rights reserved
  • 14. digiAindraTradi/onal  4  P’s   Product   Price   Promo/on   Place   Copyright © ian fenwick. All rights reserved
  • 15. digiAindraDigimarke/ng  4  P’s   Copyright © ian fenwick. All rights reserved
  • 16. digiAindra•  clear  opt-­‐in  •  easy  opt-­‐out  •  customer-­‐chosen  content  &  frequency  •  relevance   Copyright © ian fenwick. All rights reserved
  • 17. digiAindra digiAindraCopyright ©© ian fenwick.ltd. All rights reserved Copyright digiAindra co All rights reserved 17
  • 18. digiAindraToday’s  Consumers   Copyright © ian fenwick. All rights reserved
  • 19. digiAindraSource: OgilvyOne, Thailand Copyright © ian fenwick. All rights reserved
  • 20. digiAindraSource: Asiasoft (Thailand) Copyright © ian fenwick. All rights reserved
  • 21. digiAindrahttp://www.slideshare.net/rashmi/meet-dave-meet-slideshare Copyright © ian fenwick. All rights reserved
  • 22. digiAindraCopyright © ian fenwick. All rights reserved
  • 23. digiAindra“ behaviorallytargeted adstwice aseffective Copyright © ian fenwick. All rights reserved
  • 24. digiAindraPersonaliza/on Copyright © ian fenwick. All rights reserved
  • 25. digiAindraPersonaliza/on   http://www.rottentomatoes.com/ Copyright © ian fenwick. All rights reserved
  • 26. digiAindraCopyright © ian fenwick. All rights reserved
  • 27. digiAindra Personaliza/onSource: Ogilvy Brazil Copyright © ian fenwick. All rights reserved
  • 28. digiAindraAngels  in  the  air  http://www.youtube.com/watch?v=rFuUFeQIdpk&feature=player_embedded Copyright © ian fenwick. All rights reserved
  • 29. digiAindra fu l a ni ngme Copyright © ian fenwick. All rights reserved
  • 30. digiAindraCollect  data  drop  by  drop   Lipton  in  Japan   opt-­‐in,     daily  messages,   quizes,  games,     etc.   Copyright © ian fenwick. All rights reserved
  • 31. digiAindra fu l a ni ngme viral Copyright © ian fenwick. All rights reserved
  • 32. digiAindraDRIVe  Around  the  World   C30 1,325 kms without refueling; choose FB friend less than 1,325 kms from you friend chooses another friend etc team that gets around the world most efficiently, Volvo donates 15,000 Euros to wind farm in Turkeyhttp://www.insidefacebook.com/2010/01/26/drive-the-new-volvo-c30-drive-around-the-world-through-your-facebook-network Copyright © ian fenwick. All rights reserved
  • 33. digiAindrawww.dropbox.com Copyright © ian fenwick. All rights reserved
  • 34. digiAindraCopyright © ian fenwick. All rights reserved
  • 35. digiAindraCopyright © ian fenwick. All rights reserved
  • 36. digiAindra“ behaviorallytargeted adstwice aseffective Copyright © ian fenwick. All rights reserved
  • 37. digiAindraPersonaliza/on  or  stalking? 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 Copyright © ian fenwick. All rights reserved
  • 38. digiAindra“ it’s   not  adver/sing,    it’s  just  a  really  cool  way  to  say  goodbye  Source: OgilvyOne, Hong Kong, 2008, Copyright © ian fenwick. All rights reserved
  • 39. digiAindraPart  1   digital  days  Part  2   digital  daze  Part  3   digimarke/ng  mindset   Copyright © ian fenwick. All rights reserved
  • 40. “ it is not thestrongest of thespecies that digiAindrasurvives…nor the mostintelligent… it is the one most adaptable Copyright © ian fenwick. All rights reserved to change
  • 41. www.Twitter.com/DrIanFenwick digiAindrawww.About.Me/IanFenwickwww.SlideShare.net/ian.fenwick Copyright © ian fenwick. All rights reserved

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