Digi Marketing The Recession Breaker

www.DigiMarketingNow.com www.Twitter.com/Digi_Ian

weji crisis danger opportunity http://www.pinyin.info/chinese/crisis.html http://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011801881.html http://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1

http://snpp.com/episodes/2F08.html “ Look on the bright side, Dad. Did you know that the Chinese use the same word for "crisis" as they do for "opportunity"? Yes! Cris-atunity

why is digimarketing a cris-atunity? what difference does digital make?

what is digital marketing?

http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg NOT digital marketing

http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg definitely NOT digital marketing

DigiMarketing: The Essential Guide to New Marketing & Digital Media , Kent Wertime & Ian Fenwick, Wiley 2008 Digital Marketing, digimarketing , is the future evolution of marketing. It happens when the majority, or totality, of a company’s marketing uses digital channels. “ Thai Edition Nation Books 2009

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

are you doing digital marketing right now?

not new

1957 ARPA first publically accessible on-line network 1979 1994

2007 survey 2,400+ households in US, UK, Germany, Japan & Australia

71% 2+ hrs/day

Internet penetration 2007 1.4 billion + http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG www.internetworldstats.com/ Africa has c. 30% mobile penetration South Africa c. 90% mobile penetration

Asia 40% China 253 million 19%

mobile social networking Shanghai-style

Locationally aware, in-taxi touch screens

Forecast internet users, end 2008

Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,

Top 10 Developed Markets USA, Japan, Germany, UK, France, Italy, Spain, Canada, S Korea, Australia Top 10 Emerging Markets Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland, Saudi Arabia

digital’s not just the internet: traditional media go digital

?

why is digimarketing a cris-atunity? 7

1 underspent

DigiMarketing underspent…worldwide Source:Neo@Ogilvy Marketers Lag Behind Their Markets % Consumer Time Spent Online % Advertising Dollars Spent Online

growth rate? 2006-2010 cagr 2006 new media worldwide revenues? US $55b US $455b 23% 6% 2006 traditional media revenues?

growth rate? 2006-2010 cagr 2006 new media worldwide revenues? US $55b US $455b 23% 6% 2006 traditional media revenues? 14 years

underspent

bonus:

your competition may not be there yet

low entry costs & thresholds

2 it is the future

it is not the strongest of the species that survives… nor the most intelligent… attributed, to Charles Darwin…but reportedly not found in his written works “

easier to learn if you start early… and you never forget Source: www.stockphotos.com

Ian Fenwick The only experiments doomed to failure, are those you don’t conduct. “

underspent it is the future

3 repair, re-use, re-cycle

1 = 7 5 secs = 4 ever

5 secs = 4 ever

fast, not flashy user friendly tone

http://www.readwriteweb.com/archives/corporate_blogs_trust.php the least trusted on-line information source?

… can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php

… can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php "As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer buyer has put together this! The Blitz ad says $350 but Santa called and challenged him to do better. So now Sam’s is at new price of $345 and an additional $20 case value is included. This is an 8.9" WSVGA Acer CrystalBrite TFT LCD (1024 x 600) with an Intel Atom Processor, 1GB Memory, 120GB Hard Drive and a Crystal Eye Webcam. WOW. That information tells me that Sam’s really put together a great item for our Members! This unit is great for surfing the net, e-mail and is a nice netbook."

authentic

fast, not flashy user friendly language all browsers

http://marketshare.hitslink.com/ Scale only approximate 8% 68% .7% .6% 1% 21%

how does your website look on mobile devices?

fast, not flashy user friendly language all browsers cms vdo

www.tubemogul.com

fast, not flashy user friendly language all browsers cms vdo news/updates

underspent it is the future repair, reuse, recycle

4 check your search strategy

Marketing Sherpa Business Technology Survey 2007. Technology purchases over $25K 80% said they found the vendor

*Enquiro Business to Business Survey 2007 of those find their ultimate vendor on-line 80% use search 70% Of those who say they don’t search 27% do! of business buyers go on-line during the buying process 85%

http://battellemedia.com/archives/000063.php John Battelle the database of intentions… “

do you have a search strategy for your business?

about 61 billion, 2007 in August alone http://a-stat-a-day.com/?m=200710 comScore stats, based on top 50 internet properties where search activity is observed 31 billion at Google (+5 b YouTube) world population? about 6.6 billion 8.5 billion at Yahoo! sites 3.2 billion at Baidu.com on-line searches?

Organic Listings Search Engine Optimization (SEO) Paid Listings Search Engine Marketing (SEM)

underspent it is the future repair, reuse, recycle check your search strategy

5 CPA ROI

From the George Grantham Bain collection at the Library of Congress. According to the library, there are no known restrictions on the publication of these photos. http://en.wikipedia.org/wiki/File:Johnny-Wanamaker2.jpg John [Nelson] Wanamaker (1838 –1922) a merchant, religious leader, civic and political figure: the father of modern advertising. Half the money I spend on advertising is wasted; the trouble is I don't know which half “

underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI

6 inter actions trans actions

Sales Funnel Downturn Web2.0 = Judicious Consumers Action

Sales Funnel Downturn Web2.0 = Judicious Consumers Peer Reviews Action Social Networks

anyone read on-line reviews?

#2 driver of purchase decisions (#1: personal advice from a friend)

user reviews more influential than 3 rd party reviews 1

86% read online reviews before buying (90% trust those reviews) 2

70% who read reviews share them with friends, family, or colleagues 3

1"Web users and web community," Rubicon Consulting, Inc. October 2008 2 Kudzu.com survey of 600 users, December 2008 3Deloitte & Touche, September 2007 All quotes from www.bazaarvoice.com/industryStats.html

anyone happen to belong to a social networking site?

87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008

Sales Funnel Downturn Web2.0 = Judicious Consumers Peer Reviews Action Social Networks

62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/content/13386.asp

“ Across all of Bazaarvoice clients, four and five-star reviews outnumber one and two-star ratings seven to one”

of course, it isn’t all good, all the time…

do you know what people are saying about you?

www.serph.com www.monitter.com http://spy.appspot.com www.blogpulse.com

http://www.ideastorm.com/ bonus: new product development

Solving customer problems quickly bonus: new product development customer service

“ Jeff” put in the equivalent of 4 months work last year on the Dell community support forum “ I actually enjoy helping people” Dell Community Forum averages 9,000 posts per week, posts that otherwise would have gone to Dell Support Lines Groundswell , Charlene Li and Josh Bernoff, : Harvard University Press, 2008 bonus: new product development customer service user support

underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions

7 creative use of digital is dynamite

Tourism Queensland www.IslandReefJob.com $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days

Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50 bloggers www.coraline.com

Desktop Widgets click on icon to see offer 2m downloads $80 m in direct sales in 1 st year (2005) 2008 Q3: 10m clicks* www.southwest.com/ding/ * adage.com/article?article_id=132778

underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions creative digital is dynamite 7

www.DigiMarketingNow.com Follow me on Twitter, Ian_Digi

why is digimarketing a cris-atunity? what difference does digital make? 7

1 unique devices

Unique devices Canon Rebel 350 3 years old #560151117

collect data, drop by drop

meaningful personalize

Unique devices

collect data, drop by drop Lipton in Japan opt-in, daily messages, quizes, games, etc. every device unique digital: addressable

unique devices new media model 2

Content Creation Specialists Publishers, editors, vehicles Distribution channel (bookstores, newstands, TV/radio stations) Mass Media Consumers Traditional Media Model $$$ eyeballs expensive channel, production & filtering modest returns to creators

modest returns to specialist creators near free channel, free peer filtering modest returns to specialist creators New Media Model Generate Content Internet Publication Internet Distribution Consumers Consumers Generate Content

to find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Rupert Murdoch, quoted in Wired , July 2006 “

How many people here read blogs? … write blogs?

Digital respect

paid circulation 2007 <4 million almost 1.7 m US-based unique visitors 33-48 m page-views (May 2007) http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php ComScore, Nielsen NetRatings

People trust people http://www.nielsenbuzzmetrics.com/cgm at least twice as much as ads

http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/

3 unique devices new media model targets become participants

Participatory 1:many iPod’s Dirty Secret the Niestat Brothers Posted Nov 20, 2003 1M+ downloads in 6 wks Apple expands iPod warranties Offers new battery replacement mail - in service

www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr social networks

Impressions: Reach & Frequency Slob Ogilvy: Toronto http://www.youtube.com/user/tuffsheet Seen by estimated 500 million people Estimates from Ogilvy & Mather. Represents viewership through all channels, inclusive of free Television exposure. Evolution Involvement & Sustained Engagement

4 unique devices new media model targets become participants consumers take charge

Access and Restriction New Restrictions Unprecedented Access Marketers and Channels

BBC Interview, March 18, 2008:

It’s mine – you can’t have it. If you want to use it for something, then you have to negotiate with me. I have to agree. I have to understand what I’m getting in return “ personal data? Tim Berners-Lee

OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld branded utility

Consumers will give you info, if you give them benefit… first

respect privacy

get permission

improve customer’s experience

5 unique devices new media model targets become participants consumers take charge mobile moves fastest

?? mobile phone subscribers 1.4b internet users 1.3b landline phones 1.5b email boxes 1.5b TVs Communities Dominate Brand s Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore World? c. 6.6 billion people device 1.4b credit cards 3.3b From: Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008

mobile phone display projects via contact lens HMD 35 gms 28" screen 6′ away

it’s not advertising, “ it’s just a really cool way to say goodbye ”

http://www.mobvis.org/demos.htm Augmented Reality

6 unique devices new media model targets become participants consumers take charge mobile moves fastest digital sticks

iPod’s Dirty Secret the Niestat Brothers 2003 Dude, you can’t take something off the internet… that’s like trying to take a pee out of a swimming pool Joe Rogan, Newsradio

“ the dog poop girl” June 2005 , South Korea

7 a new 4 P’s unique devices new media model targets become participants consumers take charge mobile moves fastest digital sticks

4 P’s of marketing Product Price Place Promotion