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digital marketing<br />ian fenwick<br />for the Rotary Club of Bangkok South, 04.09.09<br />
“<br />…the future is already here. <br />It&apos;s just not very evenly distributed<br />William Gibson<br />
changes<br />so what?<br />future<br />
changes<br />
1957<br />http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA<br />
1957<br />1969<br />ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/<br />
1957<br />1969<br />. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source<br />
July 20, 1969<br />
July 20, 1969<br />
1957<br />1969<br />1979<br />. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source<br />
1957<br />1969<br />1979<br />1994<br />
1957<br />1969<br />1979<br />1994<br />1998<br />http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2...
1957<br />1969<br />1979<br />1994<br />1998<br />
2007 IBM Institute for Business Value<br />US, UK, Germany, Japan & Australia<br />using 4+ hours/day<br />66%<br />TV? <b...
2007 IBM Institute for Business Value<br />US, UK, Germany, Japan & Australia<br />using 4+ hours/day<br />66%<br />TV? <b...
2009<br />1.6 b + internet users<br />41% in Asia,<br />22% of Asians<br />
2009<br />bigger than?<br />2m<br />http://wsjmediakit.com/newspaper/circulation<br />
2009<br />bigger than?<br />2m<br />11m<br />http://wsjmediakit.com/newspaper/circulation<br />
2009<br />bigger than?<br />11m<br />http://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-...
2009<br />bigger than?<br />11m<br />23m (US),<br />45m ww<br />http://www.techcrunch.com/2009/08/03/twitter-reaches-445-m...
2009<br />bigger than porn?<br />social network sites<br />http://weblogs.hitwise.com/robin-goad/2009/01/social_networks_o...
2009<br />If Facebook were a country, it would be the 4th largest in the world<br />
2009<br />but Facebook isn’t a country, it doesn’t have an anthem, a language, or a real culture<br />
2009<br />Facebook is more a community of information than of friends; of recommendations & links<br />
“Friends, not editors, shape internet habits”<br />Friends, not editors, shape internet habits, By David Gelles , Financia...
“Friends, not editors, shape internet habits”<br />BBC<br />45%<br />54%<br />66%<br />New York Times<br />19%<br />30%<br...
Thailand: 	13.5m 21%<br />Bangkok: 	<br />biz decision-makers  80%	<br />		top management  93% <br />Source: BDM, Top mana...
Media use, hours/week, upmarket adults, Bangkok,<br />hours/week<br />14<br />Internet (excl. email)<br />1.1%<br />TV<br ...
Media use, hours/week, upmarket adults, Bangkok,<br />25-34 years old,<br />hours/week<br />17<br />Internet (excl. email)...
1.1% of marketing funds get spent on internet <br />over 5 x more spent on cinema<br />over 6 x more spent on outdoor<br /...
Digital is NOT just internet<br />
mis-allocation of resources<br />
changes<br />so what?<br />
4 Ps of marketing<br />Promotion<br />Place<br />Price<br />Product<br />
permission<br />
permission<br />participation<br />
Source: OgilvyOne, Thailand<br />
http://www.slideshare.net/rashmi/meet-dave-meet-slideshare<br />
Impressions<br />Involvement<br />seen by estimated 500m people<br />Ogilvy & Mather estimate <br />
Impressions<br />Involvement<br />uploaded Dec, 2006<br />seen by estimated 500m people<br />Slob<br />
read blogs?<br />70%<br />of active internet users<br />Write blogs?<br />35%<br />…at least weekly?<br />21%<br />Power t...
read <br />on-line <br />reviews?<br />
<ul><li>#2 driver of purchase decisions1
86% read before buying(90% trust) 2
70% who read reviews share them3</li></ul>1&quot;Web users and web community,&quot; Rubicon Consulting, Inc. October 2008<...
62% of brand-related posts are positive<br /> &lt; 1% are negative<br />www.imediaconnection.com/content/13386.asp<br />
of course, might not be all good, all the time… <br />
do you know what people are saying  about your brands?<br />
Solving customer problems quickly<br />Solving customer problems quickly<br />
games?<br />
MK GAME<br />
profile<br />permission<br />(privacy)<br />participation<br />
http://dsc.discovery.com/sharks/frenzied-waters<br />
personalization<br />profile<br />permission<br />(privacy)<br />participation<br />
personalization<br />profile<br />permission<br />(privacy)<br />participation<br />
changes<br />so what?<br />future<br />
“<br />People often ask me if we’re nearing the end of the digital revolution—<br />if technology progress is at a point o...
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Digi Marketing An Introduction, Rcbs

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Introduction to digital marketing (digimarketing) presentation made by Ian Fenwick to the Rotary Club of Bangkok South.

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Transcript of "Digi Marketing An Introduction, Rcbs"

  1. 1. digital marketing<br />ian fenwick<br />for the Rotary Club of Bangkok South, 04.09.09<br />
  2. 2. “<br />…the future is already here. <br />It&apos;s just not very evenly distributed<br />William Gibson<br />
  3. 3. changes<br />so what?<br />future<br />
  4. 4. changes<br />
  5. 5.
  6. 6. 1957<br />http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA<br />
  7. 7. 1957<br />1969<br />ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/<br />
  8. 8. 1957<br />1969<br />. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source<br />
  9. 9. July 20, 1969<br />
  10. 10. July 20, 1969<br />
  11. 11. 1957<br />1969<br />1979<br />. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source<br />
  12. 12. 1957<br />1969<br />1979<br />1994<br />
  13. 13. 1957<br />1969<br />1979<br />1994<br />1998<br />http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2 years earlier<br />
  14. 14. 1957<br />1969<br />1979<br />1994<br />1998<br />
  15. 15. 2007 IBM Institute for Business Value<br />US, UK, Germany, Japan & Australia<br />using 4+ hours/day<br />66%<br />TV? <br />Internet? <br />60%<br />2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss<br />
  16. 16. 2007 IBM Institute for Business Value<br />US, UK, Germany, Japan & Australia<br />using 4+ hours/day<br />66%<br />TV? <br />Internet? <br />60%<br />Using 6+ hours/day<br />9%<br />TV? <br />Internet? <br />19%<br />2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss<br />
  17. 17. 2009<br />1.6 b + internet users<br />41% in Asia,<br />22% of Asians<br />
  18. 18. 2009<br />bigger than?<br />2m<br />http://wsjmediakit.com/newspaper/circulation<br />
  19. 19. 2009<br />bigger than?<br />2m<br />11m<br />http://wsjmediakit.com/newspaper/circulation<br />
  20. 20. 2009<br />bigger than?<br />11m<br />http://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<br />
  21. 21. 2009<br />bigger than?<br />11m<br />23m (US),<br />45m ww<br />http://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<br />
  22. 22. 2009<br />bigger than porn?<br />social network sites<br />http://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html<br />
  23. 23. 2009<br />If Facebook were a country, it would be the 4th largest in the world<br />
  24. 24. 2009<br />but Facebook isn’t a country, it doesn’t have an anthem, a language, or a real culture<br />
  25. 25. 2009<br />Facebook is more a community of information than of friends; of recommendations & links<br />
  26. 26. “Friends, not editors, shape internet habits”<br />Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11<br />
  27. 27. “Friends, not editors, shape internet habits”<br />BBC<br />45%<br />54%<br />66%<br />New York Times<br />19%<br />30%<br />32%<br />Yahoo News<br />13%<br />13%<br />17%<br />Guardian<br />12%<br />18%<br />23%<br />Telegraph Media Group<br />11%<br />16%<br />21%<br />MSN News<br />9%<br />13%<br />14%<br />Times Online<br />7%<br />11%<br />15%<br />AOL News<br />7%<br />7%<br />7%<br />Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11<br />
  28. 28. Thailand: 13.5m 21%<br />Bangkok: <br />biz decision-makers 80% <br /> top management 93% <br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />www.internetworldstats.com/stats3.htm#asia<br />
  29. 29. Media use, hours/week, upmarket adults, Bangkok,<br />hours/week<br />14<br />Internet (excl. email)<br />1.1%<br />TV<br />19<br />Magazines<br />Newspapers<br />54%<br />5<br />% of total mktgspend Thailand, 2008<br />18%<br />5<br />6%<br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />
  30. 30. Media use, hours/week, upmarket adults, Bangkok,<br />25-34 years old,<br />hours/week<br />17<br />Internet (excl. email)<br />1.1%<br />17<br />TV<br />Newspapers<br />Magazines<br />54%<br />4<br />% of total mktgspend Thailand, 2008<br />18%<br />5<br />6%<br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />
  31. 31. 1.1% of marketing funds get spent on internet <br />over 5 x more spent on cinema<br />over 6 x more spent on outdoor<br />almost 7 x more spent on radio<br />over 16 x more spent on newspapers<br />almost 50 x more spent on TV<br />Source: GroupM – 2008 Media Outlook<br />
  32. 32.
  33. 33. Digital is NOT just internet<br />
  34. 34. mis-allocation of resources<br />
  35. 35. changes<br />so what?<br />
  36. 36. 4 Ps of marketing<br />Promotion<br />Place<br />Price<br />Product<br />
  37. 37. permission<br />
  38. 38. permission<br />participation<br />
  39. 39.
  40. 40.
  41. 41.
  42. 42. Source: OgilvyOne, Thailand<br />
  43. 43. http://www.slideshare.net/rashmi/meet-dave-meet-slideshare<br />
  44. 44. Impressions<br />Involvement<br />seen by estimated 500m people<br />Ogilvy & Mather estimate <br />
  45. 45. Impressions<br />Involvement<br />uploaded Dec, 2006<br />seen by estimated 500m people<br />Slob<br />
  46. 46. read blogs?<br />70%<br />of active internet users<br />Write blogs?<br />35%<br />…at least weekly?<br />21%<br />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<br />
  47. 47.
  48. 48. read <br />on-line <br />reviews?<br />
  49. 49. <ul><li>#2 driver of purchase decisions1
  50. 50. 86% read before buying(90% trust) 2
  51. 51. 70% who read reviews share them3</li></ul>1&quot;Web users and web community,&quot; Rubicon Consulting, Inc. October 2008<br />2 Kudzu.com survey of 600 users, December 2008<br />3 Deloitte & Touche, September 2007<br />
  52. 52. 62% of brand-related posts are positive<br /> &lt; 1% are negative<br />www.imediaconnection.com/content/13386.asp<br />
  53. 53. of course, might not be all good, all the time… <br />
  54. 54.
  55. 55. do you know what people are saying about your brands?<br />
  56. 56. Solving customer problems quickly<br />Solving customer problems quickly<br />
  57. 57. games?<br />
  58. 58. MK GAME<br />
  59. 59. profile<br />permission<br />(privacy)<br />participation<br />
  60. 60. http://dsc.discovery.com/sharks/frenzied-waters<br />
  61. 61. personalization<br />profile<br />permission<br />(privacy)<br />participation<br />
  62. 62.
  63. 63. personalization<br />profile<br />permission<br />(privacy)<br />participation<br />
  64. 64. changes<br />so what?<br />future<br />
  65. 65. “<br />People often ask me if we’re nearing the end of the digital revolution—<br />if technology progress is at a point of diminishing returns…<br />I believe the opposite is true…advances during the next 10 years will far exceed the changes of the last 30 years<br />Bill Gates, chairman Microsoft Corporation <br />Wall Street Journal, Jan 24, 2008<br />Wall Street Journal, January 24, 2008 <br />
  66. 66. the end<br />
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