digital marketingian fenwickfor the Chiang Mai FIC , 28.09.09

wejicrisisopportunitydangerhttp://www.pinyin.info/chinese/crisis.htmlhttp://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011801881.htmlhttp://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1

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

what is digimarketing?Copyright Ian Fenwick

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

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

“ Digital Marketing, digimarketing, is the evolution of marketing.It happens when the majority, or totality, of a company’s marketing uses digital channels.

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

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

195719691979Social networks…30 years old. 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%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?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

2009If Facebook were a country, it would be the 4th largest in the worldBut it isn’t country, FB friend not same as real world friend, but FB does take the consumer’s time

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

personalizationprofilepermission(privacy)participation

clear opt-ineasy opt-outcustomer-chosen content & frequencycontextual relevancepermission

clear opt-in

easy opt-out

customer-chosen content & frequency

contextual relevance

Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorldCopyright Ian Fenwick

clear opt-ineasy opt-outcustomer-chosen content & frequencycontextual relevancepermissionparticipation

clear opt-in

easy opt-out

customer-chosen content & frequency

contextual relevance

Source: OgilvyOne, Thailand

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

seen by estimated 500m peopleOgilvy & Mather estimate

ImpressionsInvolvementuploaded Dec, 2006seen by estimated 500m peopleSlob

GotVMail to Grasshopper5,000 influencersFedEx delivery to ensure openingglossy white, branded bag, with tag showing URL of video about entrepreneurship, “risk-taking”Cost? $68,103 (includes video production, research etc)http://grasshopper.com/5000casestudy/

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)

http://grasshopper.com/5000/

read blogs?

Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 200870%50%read at least weeklyPower 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

write blogs?

Started my own blog % of active internet users 16-54 years old, March 200835%21%write at least weeklyPower 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

Perez Hilton paid circulation2007 <4 million1.7 m unique visitors (US only)33-48 m page-views (May 2007)ComScore, Nielsen NetRatingshttp://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php

How much do you trust the following information sources?http://www.readwriteweb.com/archives/corporate_blogs_trust.php

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

…can’t imagine why"As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer buyer has put together this!authenticitychallengedThe 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."http://www.readwriteweb.com/archives/corporate_blogs_trust.php

http://en.community.dell.com/blogs/direct2dell/

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

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

“In just a few more years, the current homogenized ‘voice’ of businessthe sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th-century French courtThe Cluetrain Manifesto, 1999www.cluetrain.com

8th most popular page on all of Facebookover 3.5 million fanshttp://pagedata.insidefacebook.com/

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?

www.serph.comwww.monitter.comhttp://spy.appspot.comwww.blogpulse.com

Solving customer problems quicklySolving customer problems quickly

games?

MK GAME

opportunities: to reviewcommenttag uploadengagesocial CRMprofilepermissionparticipation

to review

comment

tag

upload

engage

social CRM

www.MyBarrackObama.com

collect data, drop by drop

profilepermission(privacy)participation

profilepermission(privacy)participationwww.aclu.org/pizza/images/screen.swf

profilepermission(privacy)participation

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

use the participationcollect data, quizes, gamesdrop by dropbuild participant insights link to physical channelsprofilepermission(privacy)participation

use the participation

collect data, quizes, games

drop by drop

build participant insights

link to physical channels

personalizationprofilepermission(privacy)participation

Canon Rebel 3503 years old, #560151117

collect data, drop by droppersonalizecontent

personalizationrelevant personalizationbenefit-ladenprofilepermission(privacy)participation

relevant personalization

benefit-laden

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

Microsoft Project Natal Xbox 360

it’s not advertising, “it’s just a really cool way to say goodbye”Source: OgilvyOne, Hong Kong, 2008,

the end