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digital marketing,[object Object],ian fenwick,[object Object],for the Rotary Club of Bangkok South, 04.09.09,[object Object]
“,[object Object],…the future is already here. ,[object Object],It's just not very evenly distributed,[object Object],William Gibson,[object Object]
changes,[object Object],so what?,[object Object],future,[object Object]
changes,[object Object]
Digi Marketing An Introduction, Rcbs
1957,[object Object],http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA,[object Object]
1957,[object Object],1969,[object Object],ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/,[object Object]
1957,[object Object],1969,[object Object],. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source,[object Object]
July 20, 1969,[object Object]
July 20, 1969,[object Object]
1957,[object Object],1969,[object Object],1979,[object Object],. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source,[object Object]
1957,[object Object],1969,[object Object],1979,[object Object],1994,[object Object]
1957,[object Object],1969,[object Object],1979,[object Object],1994,[object Object],1998,[object Object],http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2 years earlier,[object Object]
1957,[object Object],1969,[object Object],1979,[object Object],1994,[object Object],1998,[object Object]
2007 IBM Institute for Business Value,[object Object],US, UK, Germany, Japan & Australia,[object Object],using 4+ hours/day,[object Object],66%,[object Object],TV? ,[object Object],Internet? ,[object Object],60%,[object Object],2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss,[object Object]
2007 IBM Institute for Business Value,[object Object],US, UK, Germany, Japan & Australia,[object Object],using 4+ hours/day,[object Object],66%,[object Object],TV? ,[object Object],Internet? ,[object Object],60%,[object Object],Using 6+ hours/day,[object Object],9%,[object Object],TV? ,[object Object],Internet? ,[object Object],19%,[object Object],2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss,[object Object]
2009,[object Object],1.6 b + internet users,[object Object],41% in Asia,,[object Object],22% of Asians,[object Object]
2009,[object Object],bigger than?,[object Object],2m,[object Object],http://wsjmediakit.com/newspaper/circulation,[object Object]
2009,[object Object],bigger than?,[object Object],2m,[object Object],11m,[object Object],http://wsjmediakit.com/newspaper/circulation,[object Object]
2009,[object Object],bigger than?,[object Object],11m,[object Object],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,[object Object]
2009,[object Object],bigger than?,[object Object],11m,[object Object],23m (US),,[object Object],45m ww,[object Object],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,[object Object]
2009,[object Object],bigger than porn?,[object Object],social network sites,[object Object],http://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html,[object Object]
2009,[object Object],If Facebook were a country, it would be the 4th largest in the world,[object Object]
2009,[object Object],but Facebook isn’t a country, it doesn’t have an anthem, a language, or a real culture,[object Object]
2009,[object Object],Facebook is more a community of information than of friends; of recommendations & links,[object Object]
“Friends, not editors, shape internet habits”,[object Object],Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11,[object Object]
“Friends, not editors, shape internet habits”,[object Object],BBC,[object Object],45%,[object Object],54%,[object Object],66%,[object Object],New York Times,[object Object],19%,[object Object],30%,[object Object],32%,[object Object],Yahoo News,[object Object],13%,[object Object],13%,[object Object],17%,[object Object],Guardian,[object Object],12%,[object Object],18%,[object Object],23%,[object Object],Telegraph Media Group,[object Object],11%,[object Object],16%,[object Object],21%,[object Object],MSN News,[object Object],9%,[object Object],13%,[object Object],14%,[object Object],Times Online,[object Object],7%,[object Object],11%,[object Object],15%,[object Object],AOL News,[object Object],7%,[object Object],7%,[object Object],7%,[object Object],Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11,[object Object]
Thailand: 	13.5m 21%,[object Object],Bangkok: 	,[object Object],biz decision-makers  80%	,[object Object],		top management  93% ,[object Object],Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008,[object Object],www.internetworldstats.com/stats3.htm#asia,[object Object]
Media use, hours/week, upmarket adults, Bangkok,,[object Object],hours/week,[object Object],14,[object Object],Internet (excl. email),[object Object],1.1%,[object Object],TV,[object Object],19,[object Object],Magazines,[object Object],Newspapers,[object Object],54%,[object Object],5,[object Object],% of total mktgspend Thailand, 2008,[object Object],18%,[object Object],5,[object Object],6%,[object Object],Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008,[object Object],Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook,[object Object]
Media use, hours/week, upmarket adults, Bangkok,,[object Object],25-34 years old,,[object Object],hours/week,[object Object],17,[object Object],Internet (excl. email),[object Object],1.1%,[object Object],17,[object Object],TV,[object Object],Newspapers,[object Object],Magazines,[object Object],54%,[object Object],4,[object Object],% of total mktgspend Thailand, 2008,[object Object],18%,[object Object],5,[object Object],6%,[object Object],Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008,[object Object],Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook,[object Object]
1.1% of marketing funds get spent on internet ,[object Object],over 5 x more spent on cinema,[object Object],over 6 x more spent on outdoor,[object Object],almost 7 x more spent on radio,[object Object],over 16 x more spent on newspapers,[object Object],almost 50 x more spent on TV,[object Object],Source:  GroupM – 2008 Media Outlook,[object Object]
Digi Marketing An Introduction, Rcbs
Digital is NOT just internet,[object Object]
mis-allocation of resources,[object Object]
changes,[object Object],so what?,[object Object]
4 Ps of marketing,[object Object],Promotion,[object Object],Place,[object Object],Price,[object Object],Product,[object Object]
permission,[object Object]
permission,[object Object],participation,[object Object]
Digi Marketing An Introduction, Rcbs
Digi Marketing An Introduction, Rcbs
Digi Marketing An Introduction, Rcbs
Source: OgilvyOne, Thailand,[object Object]
http://www.slideshare.net/rashmi/meet-dave-meet-slideshare,[object Object]
Impressions,[object Object],Involvement,[object Object],seen by estimated 500m people,[object Object],Ogilvy & Mather estimate ,[object Object]
Impressions,[object Object],Involvement,[object Object],uploaded Dec, 2006,[object Object],seen by estimated 500m people,[object Object],Slob,[object Object]
read blogs?,[object Object],70%,[object Object],of active internet users,[object Object],Write blogs?,[object Object],35%,[object Object],…at least weekly?,[object Object],21%,[object Object],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,[object Object]
Digi Marketing An Introduction, Rcbs
read ,[object Object],on-line ,[object Object],reviews?,[object Object]
[object Object]
86% read before buying(90% trust) 2
70% who read reviews share them31"Web users and web community," Rubicon Consulting, Inc. October 2008,[object Object],2 Kudzu.com survey of 600 users, December 2008,[object Object],3 Deloitte & Touche, September 2007,[object Object]
62% of brand-related posts are positive,[object Object], < 1% are negative,[object Object],www.imediaconnection.com/content/13386.asp,[object Object]
of course, might not be all good, all the time… ,[object Object]
Digi Marketing An Introduction, Rcbs
do you know what people are saying  about your brands?,[object Object]
Solving customer problems quickly,[object Object],Solving customer problems quickly,[object Object]
games?,[object Object]
MK GAME,[object Object]
profile,[object Object],permission,[object Object],(privacy),[object Object],participation,[object Object]
http://dsc.discovery.com/sharks/frenzied-waters,[object Object]
personalization,[object Object],profile,[object Object],permission,[object Object],(privacy),[object Object],participation,[object Object]
Digi Marketing An Introduction, Rcbs
personalization,[object Object],profile,[object Object],permission,[object Object],(privacy),[object Object],participation,[object Object]
changes,[object Object],so what?,[object Object],future,[object Object]
“,[object Object],People often ask me if we’re nearing the end of the digital revolution—,[object Object],if technology progress is at a point of diminishing returns…,[object Object],I believe the opposite is true…advances during the next 10 years will far exceed the changes of the last 30 years,[object Object],Bill Gates, chairman Microsoft Corporation ,[object Object],Wall Street Journal, Jan 24, 2008,[object Object],Wall Street Journal, January 24, 2008 ,[object Object]

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Digi Marketing An Introduction, Rcbs

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