digital marketing<br />ian fenwick<br />for the Chiang Mai FIC , 28.09.09<br />
weji<br />crisis<br />opportunity<br />danger<br />http://www.pinyin.info/chinese/crisis.html<br />http://www.washingtonpo...
“<br />…the future is already here. <br />It&apos;s just not very evenly distributed<br />William Gibson<br />
what is digimarketing?<br />Copyright Ian Fenwick<br />
http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en...
http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en...
“<br />      Digital Marketing, digimarketing, is the evolution of marketing.<br />It happens when the majority, or totali...
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 />
1957<br />1969<br />1979<br />. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source<br />
1957<br />1969<br />1979<br />Social networks…30 years old<br />. http://en.wikipedia.org/wiki/CompuServe CompuServe and T...
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...
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 />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 />If Facebook were a country, it would be the 4th largest in the world<br />But it isn’t country, FB friend not sa...
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 />
personalization<br />profile<br />permission<br />(privacy)<br />participation<br />
<ul><li>clear opt-in
easy opt-out
customer-chosen content & frequency
contextual relevance</li></ul>permission<br />
Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld<br />Copyright Ian Fenwick<br />
<ul><li>clear opt-in
easy opt-out
customer-chosen content & frequency
contextual relevance</li></ul>permission<br />participation<br />
Source: OgilvyOne, Thailand<br />
http://www.slideshare.net/rashmi/meet-dave-meet-slideshare<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 />
<ul><li>GotVMail to Grasshopper
5,000 influencers
FedEx delivery to ensure opening
glossy white, branded bag, with tag showing URL of video about entrepreneurship, “risk-taking”
Cost? $68,103 (includes video production, research etc)</li></ul>http://grasshopper.com/5000casestudy/<br />
http://grasshopper.com/5000/<br />
read blogs?<br />
Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008<br />70%<br...
write blogs?<br />
Started my own blog % of active internet users 16-54 years old, March 2008<br />35%<br />21%<br />write at least weekly<br...
Perez Hilton <br />paid circulation<br />2007 &lt;4 million<br />1.7 m unique visitors (US only)<br />33-48 m page-views (...
How much do you trust the following information sources?<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.p...
…can’t imagine why<br />&quot;As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer bu...
…can’t imagine why<br />&quot;As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer bu...
http://en.community.dell.com/blogs/direct2dell/<br />
http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/<br />
http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/<br />
“<br />In just a few more years, the current homogenized ‘voice’ of business<br />the sound of mission statements and broc...
8th most popular page on all of Facebook<br />over 3.5 million fans<br />http://pagedata.insidefacebook.com/<br />
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 />
www.serph.com<br />www.monitter.com<br />http://spy.appspot.com<br />www.blogpulse.com<br />
Solving customer problems quickly<br />Solving customer problems quickly<br />
games?<br />
MK GAME<br />
opportunities: <br /><ul><li>to review
comment
tag
upload
engage
social CRM</li></ul>profile<br />permission<br />participation<br />
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DigiMarketing for Foreign Investment Club Chiang Mai

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DigiMarketing presentation for Foreign Investment Club of Chiang Mai September 28, 2009 by Ian Fenwick CEO Digi AIndra

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  • Many of you will have heard how the Chinese for crisis..weji…is composed of characters for danger and opportunity…this has actually been the theme of books, and the topic of speeches by JFK in 1959, later copied by Richard Nixon, and most recently (2007) by Condoleeza Rice and even Al Gore…Given it’s use by so many politicians, you might guess…it’s wrong! The opportunity character only means opportunity in conjunction with yet another character. By itself it simply means crucial point. The whole fallacy is supposedly traced by (like so many half-truths and lies) to a briefing document for missionaries in 1938.Traces back to a 1938 Journal for missionaries (http://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1)
  • So digital marketing isn’t this or this or this…although as we’ll see user evaluations and input are very important…and it certainly isn’t this…although that’s the reaction that careless marketers will get from their audience if they aren’t careful
  • So digital marketing isn’t this or this or this…although as we’ll see user evaluations and input are very important…and it certainly isn’t this…although that’s the reaction that careless marketers will get from their audience if they aren’t careful
  • Digital channels of course are channels that transfer information by discrete values (digits) rather than by continuous measures…analogue….
  • http://techgutter.com/2008/08/08/guinness-cantonese-speaking-mobile-application-for-hong-kong-rugby-sevens-2008/Starting a 3 year sponsorship of HK Sevens, aug 15 2008 announced sponsoring Singapore Sevens too.Actually allow you to download via sync so actually get no data…
  • Vdo 18,708
  • Of those who read blogs: 31%read daily (22% of all active internets daily); 40% weekly (28% of all)
  • Of those who started a blog: 30% update daily; 30% weekly; 13% monthly
  • In March, 2009 was 2nd most popular page on all Facebook, behind Barack Obama; as of July 12 it was down to #8; Michael had Taken #1 and #4, Obama kept #2; Vin Diesel #3; Dr House #5; Facebook #6; Will Smith #7Now has 3.5 m fansThe only catch? The page wasn’t created by Coke, but by two Coke fans in Los Angeles, Dusty Sorg and Michael Jedrzejewski. In a recent AdAge story, the two tell of how they were recently contacted by Coca-Cola and asked to partner with Coke to manage the Page in a move that showed a graceful approach to social media by the company.
  • Serph social media search
  • 8 ads forthailand vacation
  • Means we can collect data drip by drip, and personalize what we send to the customer…the Holy Grail of 1:1 marketing
  • Every digital device has a unique identifier: your iPod is not the same as mine, your camera is not the same as mine…every digital device leaves its traces…now for the marketer this has real advantages
  • Means we can collect data drip by drip, and personalize what we send to the customer…the Holy Grail of 1:1 marketing
  • http://www.engadget.com/2009/06/01/microsoft-announces-motion-controller-for-xbox-360/“Apparently the small, black device -- codenamed "Natal" -- will allow for an astoundingly wide range of actions by utilizing a group of sensors (the box itself sits beneath your TV), and the accessory will be capable of juggling multiple users during a single session. The demo Microsoft showed off included a skateboarding game (replete with a young man "air" ollie-ing), and a family playing a racing game (the dad was changing a tire, the daughter driving).”Expected late 2010 http://en.wikipedia.org/wiki/Project_Natal
  • DigiMarketing for Foreign Investment Club Chiang Mai

    1. 1. digital marketing<br />ian fenwick<br />for the Chiang Mai FIC , 28.09.09<br />
    2. 2. weji<br />crisis<br />opportunity<br />danger<br />http://www.pinyin.info/chinese/crisis.html<br />http://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011801881.html<br />http://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1<br />
    3. 3. “<br />…the future is already here. <br />It&apos;s just not very evenly distributed<br />William Gibson<br />
    4. 4. what is digimarketing?<br />Copyright Ian Fenwick<br />
    5. 5. 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<br />
    6. 6. 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<br />
    7. 7. “<br /> Digital Marketing, digimarketing, is the evolution of marketing.<br />It happens when the majority, or totality, of a company’s marketing uses digital channels.<br />
    8. 8. changes<br />so what?<br />future<br />
    9. 9. changes<br />
    10. 10.
    11. 11. 1957<br />http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA<br />
    12. 12. 1957<br />1969<br />ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/<br />
    13. 13. 1957<br />1969<br />. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source<br />
    14. 14. 1957<br />1969<br />1979<br />. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source<br />
    15. 15. 1957<br />1969<br />1979<br />Social networks…30 years old<br />. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source<br />
    16. 16. 1957<br />1969<br />1979<br />1994<br />
    17. 17. 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 />
    18. 18. 1957<br />1969<br />1979<br />1994<br />1998<br />
    19. 19. 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 />
    20. 20. 2009<br />1.6 b + internet users<br />41% in Asia,<br />22% of Asians<br />
    21. 21. 2009<br />bigger than?<br />2m<br />http://wsjmediakit.com/newspaper/circulation<br />
    22. 22. 2009<br />bigger than?<br />2m<br />11m<br />http://wsjmediakit.com/newspaper/circulation<br />
    23. 23. 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 />
    24. 24. 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 />
    25. 25. 2009<br />If Facebook were a country, it would be the 4th largest in the world<br />
    26. 26. 2009<br />If Facebook were a country, it would be the 4th largest in the world<br />But it isn’t country, FB friend not same as real world friend, but FB does take the consumer’s time<br />
    27. 27. 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 />
    28. 28. 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 />
    29. 29. 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 />
    30. 30. 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 />
    31. 31.
    32. 32. Digital is NOT just internet<br />
    33. 33. mis-allocation of resources<br />
    34. 34. changes<br />so what?<br />
    35. 35. 4 Ps of marketing<br />Promotion<br />Place<br />Price<br />Product<br />
    36. 36. personalization<br />profile<br />permission<br />(privacy)<br />participation<br />
    37. 37. <ul><li>clear opt-in
    38. 38. easy opt-out
    39. 39. customer-chosen content & frequency
    40. 40. contextual relevance</li></ul>permission<br />
    41. 41. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld<br />Copyright Ian Fenwick<br />
    42. 42. <ul><li>clear opt-in
    43. 43. easy opt-out
    44. 44. customer-chosen content & frequency
    45. 45. contextual relevance</li></ul>permission<br />participation<br />
    46. 46.
    47. 47.
    48. 48.
    49. 49. Source: OgilvyOne, Thailand<br />
    50. 50. http://www.slideshare.net/rashmi/meet-dave-meet-slideshare<br />
    51. 51. seen by estimated 500m people<br />Ogilvy & Mather estimate <br />
    52. 52. Impressions<br />Involvement<br />uploaded Dec, 2006<br />seen by estimated 500m people<br />Slob<br />
    53. 53. <ul><li>GotVMail to Grasshopper
    54. 54. 5,000 influencers
    55. 55. FedEx delivery to ensure opening
    56. 56. glossy white, branded bag, with tag showing URL of video about entrepreneurship, “risk-taking”
    57. 57. Cost? $68,103 (includes video production, research etc)</li></ul>http://grasshopper.com/5000casestudy/<br />
    58. 58. http://grasshopper.com/5000/<br />
    59. 59. read blogs?<br />
    60. 60. Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008<br />70%<br />50%<br />read at least weekly<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 />
    61. 61. write blogs?<br />
    62. 62. Started my own blog % of active internet users 16-54 years old, March 2008<br />35%<br />21%<br />write at least weekly<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 />
    63. 63. Perez Hilton <br />paid circulation<br />2007 &lt;4 million<br />1.7 m unique visitors (US only)<br />33-48 m page-views (May 2007)<br />ComScore, Nielsen NetRatings<br />http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php<br />
    64. 64. How much do you trust the following information sources?<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
    65. 65. …can’t imagine why<br />&quot;As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer buyer has put together this!<br />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. <br />This is an 8.9&quot; WSVGA Acer CrystalBrite TFT LCD (1024 x 600) with an Intel Atom Processor, 1GB Memory, 120GB Hard Drive and a Crystal Eye Webcam. <br />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.&quot;<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
    66. 66. …can’t imagine why<br />&quot;As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer buyer has put together this!<br />authenticity<br />challenged<br />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. <br />This is an 8.9&quot; WSVGA Acer CrystalBrite TFT LCD (1024 x 600) with an Intel Atom Processor, 1GB Memory, 120GB Hard Drive and a Crystal Eye Webcam. <br />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.&quot;<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
    67. 67. http://en.community.dell.com/blogs/direct2dell/<br />
    68. 68. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/<br />
    69. 69. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/<br />
    70. 70. “<br />In just a few more years, the current homogenized ‘voice’ of business<br />the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th-century French court<br />The Cluetrain Manifesto, 1999www.cluetrain.com<br />
    71. 71. 8th most popular page on all of Facebook<br />over 3.5 million fans<br />http://pagedata.insidefacebook.com/<br />
    72. 72.
    73. 73. read <br />on-line <br />reviews?<br />
    74. 74. <ul><li>#2 driver of purchase decisions1
    75. 75. 86% read before buying(90% trust) 2
    76. 76. 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 />
    77. 77. 62% of brand-related posts are positive<br /> &lt; 1% are negative<br />www.imediaconnection.com/content/13386.asp<br />
    78. 78. of course, might not be all good, all the time… <br />
    79. 79.
    80. 80. do you know what people are saying about your brands?<br />
    81. 81. www.serph.com<br />www.monitter.com<br />http://spy.appspot.com<br />www.blogpulse.com<br />
    82. 82.
    83. 83. Solving customer problems quickly<br />Solving customer problems quickly<br />
    84. 84. games?<br />
    85. 85. MK GAME<br />
    86. 86. opportunities: <br /><ul><li>to review
    87. 87. comment
    88. 88. tag
    89. 89. upload
    90. 90. engage
    91. 91. social CRM</li></ul>profile<br />permission<br />participation<br />
    92. 92. www.MyBarrackObama.com<br />
    93. 93. collect data, drop by drop<br />
    94. 94. profile<br />permission<br />(privacy)<br />participation<br />
    95. 95. profile<br />permission<br />(privacy)<br />participation<br />www.aclu.org/pizza/images/screen.swf<br />
    96. 96. profile<br />permission<br />(privacy)<br />participation<br />
    97. 97. http://dsc.discovery.com/sharks/frenzied-waters<br />
    98. 98. <ul><li>use the participation
    99. 99. collect data, quizes, games
    100. 100. drop by drop
    101. 101. build participant insights
    102. 102. link to physical channels</li></ul>profile<br />permission<br />(privacy)<br />participation<br />
    103. 103. personalization<br />profile<br />permission<br />(privacy)<br />participation<br />
    104. 104. Canon Rebel 350<br />3 years old, #560151117 <br />
    105. 105. collect data, drop by drop<br />personalizecontent<br />
    106. 106.
    107. 107. personalization<br /><ul><li>relevant personalization
    108. 108. benefit-laden</li></ul>profile<br />permission<br />(privacy)<br />participation<br />
    109. 109. changes<br />so what?<br />future<br />
    110. 110. “<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 />
    111. 111. Microsoft Project Natal Xbox 360<br />
    112. 112. it’s not advertising, “it’s just a really cool way to say goodbye”<br />Source: OgilvyOne, Hong Kong, 2008,<br />
    113. 113. the end<br />

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