DigiMarketing in a CrisisDr Ian FenwickSasin Graduate Institute of Business AdministrationTourism Technology Association, July 24, 2009

wejicrisisdangeropportunityhttp://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

what is digimarketing?

NOT digital marketinghttp://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 marketinghttp://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.

123opportunitynew 4 P’saction now

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why a digimarketing opportunity?under spent

Internet penetration 20091.6 billion +www.internetworldstats.com/http://advertising.microsoft.com/asia/NewsAndEvents/News.aspx?Adv_NewsID=1630http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

Asia 41%China 298 million22%162m bloggers 54%Internet penetration 20091.6 billion +www.internetworldstats.com/http://advertising.microsoft.com/asia/NewsAndEvents/News.aspx?Adv_NewsID=1630http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

% Advertising Dollars Spent Online% Consumer Time Spent Onlinemarketing lagSource:Neo@Ogilvy

why a digimarketing opportunity?under spentthe future

digital will predominate

“ it is not the strongest of the species that survives… nor the most intelligent…it is the one most adaptable to change

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

why a digimarketing opportunity?under spentthe futuretrackable

“ Half the money I spend on advertising is wasted; the trouble is I don't know which halfJohn Nelson Wanamaker (1838 –1922) 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

why a digimarketing opportunity?under spentthe futuretrackable

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4 P’s of marketingPromotionPlacePriceProduct

4 P’s of digimarketingclear opt-ineasy opt-outcustomer-chosen content & frequencycontextual relevancePermission

clear opt-in

easy opt-out

customer-chosen content & frequency

contextual relevance

claims 10 million downloads 240,000 per weekwww.Sanook.com

Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld

Participationclear opt-ineasy opt-outcustomer-chosen content & frequencycontextual relevancePermission

clear opt-in

easy opt-out

customer-chosen content & frequency

contextual relevance

belong to a social networking site?

social networkswww.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr

Facebook: 4th largest country in the world250 mJuly 15 2009200 mNov 2008132 m unique visitors, June 2008world’s fastest growing social networking site1/3 of global audience is 35-49; 1/4 is over 50 http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/ /www.techcrunch.com/2009/07/15/facebooks-offical-user-count-now-250-million/

Facebook250 mJuly 15 20091/3 of global audience is 35-49; 1/4 is over 50 http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/ /www.techcrunch.com/2009/07/15/facebooks-offical-user-count-now-250-million/

http://www.facebook.com/apps/application.php?id=2841359929&b=&ref=pd_rhttp://www.wilhelmus.ca/2007/11/gotta_ski_bc_facebook_applicat.html

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

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

Digital respect

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

heard of Twitter?do you tweet?

February 2008 < .5 m unique usersFebruary 2009 > 7 m unique usersLargest age group? 35-49 year olds (3m)www.Twitter.com/DrIanFenwickhttp://www.readwriteweb.com/archives/twitter_passes_nyt_wsj_in_unique_visitors.php

“Virgin’s perspective about social media isn’t a marketing channel but an engagement channel.We ask our community to answer questions. We love social media.”20,000+ followers on twitter: most common question: should I fly Virgin?“the community closes the sale” Porter Gale, V-P Marketing Virgin America http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/

4 P’s of digimarketingProfileopportunities to review, to comment, to tag to uploadto engagesocial CRMParticipationPermission

opportunities to review,

to comment,

to tag

to upload

to engage

social CRM

4 P’s of digimarketingPersonalizationcollect data, quizes, gamesdrop by dropbuild participant insights link to physical channelsProfileParticipationPermission

collect data, quizes, games

drop by drop

build participant insights

link to physical channels

4 P’s of digimarketingPersonalizationcreate relevant personalizationProfilecollect datadrop by dropbuild participant profilesParticipationopportunities to review, comment, tag uploadclear opt-ineasy opt-outcustomer-chosen content & frequencyPermission

create relevant personalization

collect data

drop by drop

build participant profiles

opportunities to review, comment, tag

upload

clear opt-in

easy opt-out

customer-chosen content & frequency

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3action now12

1 year=7fast

5 secs=4everfast

user friendlylanguage…tone

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

…can’t imagine whyhttp://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

68%all browsers21%8%1%.7%.6%Scale only approximatehttp://marketshare.hitslink.com/

World population?6.6 b1.6 bInternet users?1.3 bLandline phones?1.4 bCredit cards?1.5 bTV sets?3.3 bMobile phone subscribers?61.9mThailand?http://www.itu.int/ITU-D/ict/newslog/Indonesia+Overtakes+Japan+To+Take+Third+Place+In+Asia+Subscriber+Rankings.aspxCommunities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore

all browsershow does your website look on mobile devices?

Augmented Realityhttp://www.mobvis.org/demos.htm

vdowww.tubemogul.com

news/updates

search strategydo you have a search strategy for your business?

Paid ListingsSearch Engine Marketing (SEM)Organic ListingsSearch Engine Optimization (SEO)

interactions lead to transactionsanyone read on-line reviews?

#2 driver of purchase decisions (#1: personal advice from friend)user reviews more influential than 3rd party reviews186% read before buying(90% trust)2 70% who read reviews share them with friends, family, or colleagues31"Web users and web community," Rubicon Consulting, Inc. October 20082 Kudzu.com survey of 600 users, December 20083Deloitte & Touche, September 2007All quotes from www.bazaarvoice.com/industryStats.html

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

user reviews more influential than 3rd party reviews1

86% read before buying(90% trust)2

70% who read reviews share them with friends, family, or colleagues3

interactions lead to transactionsAwarenessConsiderationSocial NetworksPreferencePeer ReviewsActionWeb2.0

interactions lead to transactionsAwarenessConsiderationSocial NetworksPreferencePeer ReviewsActionWeb2.0

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

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

monitorIntervene…gentlyapologize…if necessarywww.serph.comwww.monitter.comhttp://spy.appspot.comwww.blogpulse.com

123opportunitynew 4 P’saction now

$150,000 6-monthscaretaker & blogger on Great Barrier Reef1 million visits in 7 daysTourism Queensland www.IslandReefJob.com

over 35,000 applicantshttp://www.worldtravelguide.net/news/3407/news/And-the-real-winner-is%85-the-Australian-tourism-board.html

“ But…blog sites and internet forums have been buzzing with complaints since the weekend, when the Tourism Queensland website crashed on the eve of the competition deadline…as the website was flooded with more than 7000 applications at once.…The furious 51-year-old professional photographer…slammed the promoter…sending out a mass email with the subject line "The worst run contest in the world”

“Tourism Queensland grossly underestimated the demand," Mr Cook said."Surprised by 30,000 entries? You've got to be kidding…“…they should have expected at least 100,000 entries and planned for 500,000.

“Dude, you can’t take something off the internet…that’s like trying to take a pee out of a swimming poolJoe Rogan, Newsradio

www.slideshare.net/ian.fenwickwww.twitter.com/DrIanFenwickwww.DigiMarketingNow.com