digital marketingian fenwickfor the Rotary Club of Bangkok South, 04.09.09

“…the future is already here. It's just not very evenly distributedWilliam Gibson

changesso what?future

changes

1957http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA

19571969ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/

19571969. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source

July 20, 1969

July 20, 1969

195719691979. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source

1957196919791994

19571969197919941998http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2 years earlier

19571969197919941998

2007 IBM Institute for Business ValueUS, UK, Germany, Japan & Australiausing 4+ hours/day66%TV? Internet? 60%2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss

2007 IBM Institute for Business ValueUS, UK, Germany, Japan & Australiausing 4+ hours/day66%TV? Internet? 60%Using 6+ hours/day9%TV? Internet? 19%2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss

20091.6 b + internet users41% in Asia,22% of Asians

2009bigger than?2mhttp://wsjmediakit.com/newspaper/circulation

2009bigger than?2m11mhttp://wsjmediakit.com/newspaper/circulation

2009bigger than?11mhttp://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api

2009bigger than?11m23m (US),45m wwhttp://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api

2009bigger than porn?social network siteshttp://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html

2009If Facebook were a country, it would be the 4th largest in the world

2009but Facebook isn’t a country, it doesn’t have an anthem, a language, or a real culture

2009Facebook is more a community of information than of friends; of recommendations & links

“Friends, not editors, shape internet habits”Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11

“Friends, not editors, shape internet habits”BBC45%54%66%New York Times19%30%32%Yahoo News13%13%17%Guardian12%18%23%Telegraph Media Group11%16%21%MSN News9%13%14%Times Online7%11%15%AOL News7%7%7%Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11

Thailand: 13.5m 21%Bangkok: biz decision-makers 80% top management 93% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008www.internetworldstats.com/stats3.htm#asia

Media use, hours/week, upmarket adults, Bangkok,hours/week14Internet (excl. email)1.1%TV19MagazinesNewspapers54%5% of total mktgspend Thailand, 200818%56%Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

Media use, hours/week, upmarket adults, Bangkok,25-34 years old,hours/week17Internet (excl. email)1.1%17TVNewspapersMagazines54%4% of total mktgspend Thailand, 200818%56%Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

1.1% of marketing funds get spent on internet over 5 x more spent on cinemaover 6 x more spent on outdooralmost 7 x more spent on radioover 16 x more spent on newspapersalmost 50 x more spent on TVSource: GroupM – 2008 Media Outlook

Digital is NOT just internet

mis-allocation of resources

changesso what?

4 Ps of marketingPromotionPlacePriceProduct

permission

permissionparticipation

Source: OgilvyOne, Thailand

http://www.slideshare.net/rashmi/meet-dave-meet-slideshare

ImpressionsInvolvementseen by estimated 500m peopleOgilvy & Mather estimate

ImpressionsInvolvementuploaded Dec, 2006seen by estimated 500m peopleSlob

read blogs?70%of active internet usersWrite blogs?35%…at least weekly?21%Power to the People Social Media Tracker, Wave 2, Universal McCann, 2008, surveyed 17,000 internet users (using everyday or every-other-day, 16-54 year-olds) in 29 countries

read on-line reviews?

#2 driver of purchase decisions186% read before buying(90% trust) 2 70% who read reviews share them31"Web users and web community," Rubicon Consulting, Inc. October 20082 Kudzu.com survey of 600 users, December 20083 Deloitte & Touche, September 2007

#2 driver of purchase decisions1

86% read before buying(90% trust) 2

70% who read reviews share them3

62% of brand-related posts are positive < 1% are negativewww.imediaconnection.com/content/13386.asp

of course, might not be all good, all the time…

do you know what people are saying about your brands?

Solving customer problems quicklySolving customer problems quickly

games?

MK GAME

profilepermission(privacy)participation

http://dsc.discovery.com/sharks/frenzied-waters

personalizationprofilepermission(privacy)participation

personalizationprofilepermission(privacy)participation

changesso what?future

“People often ask me if we’re nearing the end of the digital revolution—if technology progress is at a point of diminishing returns…I believe the opposite is true…advances during the next 10 years will far exceed the changes of the last 30 yearsBill Gates, chairman Microsoft Corporation Wall Street Journal, Jan 24, 2008Wall Street Journal, January 24, 2008

the end