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DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
DigiMarketing for Foreign Investment Club Chiang Mai
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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

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
  • Transcript

    • 1. digital marketing
      ian fenwick
      for the Chiang Mai FIC , 28.09.09
    • 2. weji
      crisis
      opportunity
      danger
      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
    • 3.
      …the future is already here.
      It's just not very evenly distributed
      William Gibson
    • 4. what is digimarketing?
      Copyright Ian Fenwick
    • 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
    • 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
    • 7.
      Digital Marketing, digimarketing, is the evolution of marketing.
      It happens when the majority, or totality, of a company’s marketing uses digital channels.
    • 8. changes
      so what?
      future
    • 9. changes
    • 10.
    • 11. 1957
      http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA
    • 12. 1957
      1969
      ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/
    • 13. 1957
      1969
      . http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source
    • 14. 1957
      1969
      1979
      . http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source
    • 15. 1957
      1969
      1979
      Social networks…30 years old
      . http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source
    • 16. 1957
      1969
      1979
      1994
    • 17. 1957
      1969
      1979
      1994
      1998
      http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2 years earlier
    • 18. 1957
      1969
      1979
      1994
      1998
    • 19. 2007 IBM Institute for Business Value
      US, UK, Germany, Japan & Australia
      using 4+ hours/day
      66%
      TV?
      Internet?
      60%
      Using 6+ hours/day
      9%
      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
    • 20. 2009
      1.6 b + internet users
      41% in Asia,
      22% of Asians
    • 21. 2009
      bigger than?
      2m
      http://wsjmediakit.com/newspaper/circulation
    • 22. 2009
      bigger than?
      2m
      11m
      http://wsjmediakit.com/newspaper/circulation
    • 23. 2009
      bigger than?
      11m
      23m (US),
      45m ww
      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
    • 24. 2009
      bigger than porn?
      social network sites
      http://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html
    • 25. 2009
      If Facebook were a country, it would be the 4th largest in the world
    • 26. 2009
      If Facebook were a country, it would be the 4th largest in the world
      But it isn’t country, FB friend not same as real world friend, but FB does take the consumer’s time
    • 27. 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 2008
      www.internetworldstats.com/stats3.htm#asia
    • 28. Media use, hours/week, upmarket adults, Bangkok,
      hours/week
      14
      Internet (excl. email)
      1.1%
      TV
      19
      Magazines
      Newspapers
      54%
      5
      % of total mktgspend Thailand, 2008
      18%
      5
      6%
      Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
      Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
    • 29. Media use, hours/week, upmarket adults, Bangkok,
      25-34 years old,
      hours/week
      17
      Internet (excl. email)
      1.1%
      17
      TV
      Newspapers
      Magazines
      54%
      4
      % of total mktgspend Thailand, 2008
      18%
      5
      6%
      Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
      Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
    • 30. 1.1% of marketing funds get spent on internet
      over 5 x more spent on cinema
      over 6 x more spent on outdoor
      almost 7 x more spent on radio
      over 16 x more spent on newspapers
      almost 50 x more spent on TV
      Source: GroupM – 2008 Media Outlook
    • 31.
    • 32. Digital is NOT just internet
    • 33. mis-allocation of resources
    • 34. changes
      so what?
    • 35. 4 Ps of marketing
      Promotion
      Place
      Price
      Product
    • 36. personalization
      profile
      permission
      (privacy)
      participation
    • 37.
      • clear opt-in
      • 38. easy opt-out
      • 39. customer-chosen content & frequency
      • 40. contextual relevance
      permission
    • 41. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld
      Copyright Ian Fenwick
    • 42.
      • clear opt-in
      • 43. easy opt-out
      • 44. customer-chosen content & frequency
      • 45. contextual relevance
      permission
      participation
    • 46.
    • 47.
    • 48.
    • 49. Source: OgilvyOne, Thailand
    • 50. http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
    • 51. seen by estimated 500m people
      Ogilvy & Mather estimate
    • 52. Impressions
      Involvement
      uploaded Dec, 2006
      seen by estimated 500m people
      Slob
    • 53.
      • GotVMail to Grasshopper
      • 54. 5,000 influencers
      • 55. FedEx delivery to ensure opening
      • 56. glossy white, branded bag, with tag showing URL of video about entrepreneurship, “risk-taking”
      • 57. Cost? $68,103 (includes video production, research etc)
      http://grasshopper.com/5000casestudy/
    • 58. http://grasshopper.com/5000/
    • 59. read blogs?
    • 60. Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008
      70%
      50%
      read at least weekly
      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
    • 61. write blogs?
    • 62. Started my own blog % of active internet users 16-54 years old, March 2008
      35%
      21%
      write at least weekly
      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
    • 63. Perez Hilton
      paid circulation
      2007 <4 million
      1.7 m unique visitors (US only)
      33-48 m page-views (May 2007)
      ComScore, Nielsen NetRatings
      http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php
    • 64. How much do you trust the following information sources?
      http://www.readwriteweb.com/archives/corporate_blogs_trust.php
    • 65. …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
    • 66. …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!
      authenticity
      challenged
      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
    • 67. http://en.community.dell.com/blogs/direct2dell/
    • 68. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
    • 69. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
    • 70.
      In just a few more years, the current homogenized ‘voice’ of business
      the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th-century French court
      The Cluetrain Manifesto, 1999www.cluetrain.com
    • 71. 8th most popular page on all of Facebook
      over 3.5 million fans
      http://pagedata.insidefacebook.com/
    • 72.
    • 73. read
      on-line
      reviews?
    • 74.
      • #2 driver of purchase decisions1
      • 75. 86% read before buying(90% trust) 2
      • 76. 70% who read reviews share them3
      1"Web users and web community," Rubicon Consulting, Inc. October 2008
      2 Kudzu.com survey of 600 users, December 2008
      3 Deloitte & Touche, September 2007
    • 77. 62% of brand-related posts are positive
      < 1% are negative
      www.imediaconnection.com/content/13386.asp
    • 78. of course, might not be all good, all the time…
    • 79.
    • 80. do you know what people are saying about your brands?
    • 81. www.serph.com
      www.monitter.com
      http://spy.appspot.com
      www.blogpulse.com
    • 82.
    • 83. Solving customer problems quickly
      Solving customer problems quickly
    • 84. games?
    • 85. MK GAME
    • 86. opportunities:
      profile
      permission
      participation
    • 92. www.MyBarrackObama.com
    • 93. collect data, drop by drop
    • 94. profile
      permission
      (privacy)
      participation
    • 95. profile
      permission
      (privacy)
      participation
      www.aclu.org/pizza/images/screen.swf
    • 96. profile
      permission
      (privacy)
      participation
    • 97. http://dsc.discovery.com/sharks/frenzied-waters
    • 98.
      • use the participation
      • 99. collect data, quizes, games
      • 100. drop by drop
      • 101. build participant insights
      • 102. link to physical channels
      profile
      permission
      (privacy)
      participation
    • 103. personalization
      profile
      permission
      (privacy)
      participation
    • 104. Canon Rebel 350
      3 years old, #560151117
    • 105. collect data, drop by drop
      personalizecontent
    • 106.
    • 107. personalization
      • relevant personalization
      • 108. benefit-laden
      profile
      permission
      (privacy)
      participation
    • 109. changes
      so what?
      future
    • 110.
      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 years
      Bill Gates, chairman Microsoft Corporation
      Wall Street Journal, Jan 24, 2008
      Wall Street Journal, January 24, 2008
    • 111. Microsoft Project Natal Xbox 360
    • 112. it’s not advertising, “it’s just a really cool way to say goodbye”
      Source: OgilvyOne, Hong Kong, 2008,
    • 113. the end

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