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DigiMarketing in a Crisis<br />Dr Ian Fenwick<br />Sasin Graduate Institute of Business Administration<br />Tourism Techno...
weji<br />crisis<br />danger<br />opportunity<br />http://www.pinyin.info/chinese/crisis.html<br />http://www.washingtonpo...
what is digimarketing?<br />
NOT  digital marketing<br />http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.ke...
definitely NOT  digital marketing<br />http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and ht...
“<br />      Digital Marketing, digimarketing, is the evolution of marketing.<br />It happens when the majority, or totali...
1<br />2<br />3<br />opportunity<br />new 4 P’s<br />action now<br />
3<br />1<br />opportunity<br />2<br />
why a digimarketing opportunity?<br />under spent<br />
Internet penetration 2009<br />1.6 billion +<br />www.internetworldstats.com/<br />http://advertising.microsoft.com/asia/N...
Asia 41%<br />China 298 million<br />22%<br />162m bloggers 54%<br />Internet penetration 2009<br />1.6 billion +<br />www...
% Advertising Dollars Spent Online<br />% Consumer Time Spent Online<br />marketing lag<br />Source:Neo@Ogilvy<br />
why a digimarketing opportunity?<br />under spent<br />the future<br />
digital will predominate<br />
“<br />      it is not the strongest of the species that survives… <br />nor the most intelligent…<br />it is the one most...
easier  to learn if you start early…<br />and you never forget<br />Source: www.stockphotos.com<br />
why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
“ <br />   Half the money I spend on advertising is wasted; <br />the trouble is I don&apos;t know which half<br />John Ne...
why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
3<br />1<br />opportunity<br />2<br />
3<br />2<br />new 4 P’s<br />1<br />
4 P’s of marketing<br />Promotion<br />Place<br />Price<br />Product<br />
4 P’s of digimarketing<br /><ul><li>clear opt-in
easy opt-out
customer-chosen content & frequency
contextual relevance</li></ul>Permission<br />
claims 10 million downloads <br />240,000 per week<br />www.Sanook.com<br />
Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld<br />
Participation<br /><ul><li>clear opt-in
easy opt-out
customer-chosen content & frequency
contextual relevance</li></ul>Permission<br />
belong to a social networking<br /> site?<br />
social networks<br />www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr<br />
Facebook: 4th largest country in the world<br />250 m<br />July 15 2009<br />200 m<br />Nov 2008<br />132 m  unique visito...
Facebook<br />250 m<br />July 15 2009<br />1/3 of global audience is 35-49; <br />1/4 is over 50 <br />http://www.techcrun...
http://www.facebook.com/apps/application.php?id=2841359929&b=&ref=pd_r<br />http://www.wilhelmus.ca/2007/11/gotta_ski_bc_f...
read blogs?<br />
Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008<br />70%<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...
Digital respect<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 (...
heard of Twitter?<br />do you tweet?<br />
February 2008   &lt; .5 m unique users<br />February 2009   &gt; 7 m unique users<br />Largest age group? <br />35-49 year...
“<br />Virgin’s perspective about social media isn’t a marketing channel but an engagement channel.<br />We ask our commun...
4 P’s of digimarketing<br />Profile<br /><ul><li>opportunities to review,
to comment,
to tag
to upload
to engage
social CRM</li></ul>Participation<br />Permission<br />
4 P’s of digimarketing<br />Personalization<br /><ul><li>collect data, quizes, games
drop by drop
build participant     insights
link to physical channels</li></ul>Profile<br />Participation<br />Permission<br />
4 P’s of digimarketing<br />Personalization<br /><ul><li>create  relevant personalization</li></ul>Profile<br /><ul><li>co...
drop by drop
build participant     profiles</li></ul>Participation<br /><ul><li>opportunities  to review, comment, tag
 upload
clear opt-in
easy opt-out
customer-chosen content & frequency</li></ul>Permission<br />
3<br />2<br />new 4 P’s<br />1<br />
3<br />action now<br />1<br />2<br />
1 year<br />=<br />7<br />fast<br />
5 secs<br />=<br />4<br />ever<br />fast<br />
user friendly<br />language<br />…tone<br />
How much do you trust the following information sources?<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.p...
…can’t imagine why<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
…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...
68%<br />all browsers<br />21%<br />8%<br />1%<br />.7%<br />.6%<br />Scale only approximate<br />http://marketshare.hitsl...
World population?<br />6.6 b<br />1.6 b<br />Internet users?<br />1.3 b<br />Landline phones?<br />1.4 b<br />Credit cards...
all browsers<br />how does your website look <br />on mobile devices?<br />
Augmented Reality<br />http://www.mobvis.org/demos.htm<br />
vdo<br />www.tubemogul.com<br />
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DigiMarketing In A Crisis, The Next Step After E Commerce

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presentation to Tourism Technology Association Bangkok July 24 2009

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  1. 1. DigiMarketing in a Crisis<br />Dr Ian Fenwick<br />Sasin Graduate Institute of Business Administration<br />Tourism Technology Association, July 24, 2009<br />
  2. 2. weji<br />crisis<br />danger<br />opportunity<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. what is digimarketing?<br />
  4. 4. NOT digital marketing<br />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 />
  5. 5. definitely NOT digital marketing<br />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. “<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 />
  7. 7.
  8. 8. 1<br />2<br />3<br />opportunity<br />new 4 P’s<br />action now<br />
  9. 9. 3<br />1<br />opportunity<br />2<br />
  10. 10. why a digimarketing opportunity?<br />under spent<br />
  11. 11. Internet penetration 2009<br />1.6 billion +<br />www.internetworldstats.com/<br />http://advertising.microsoft.com/asia/NewsAndEvents/News.aspx?Adv_NewsID=1630<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />
  12. 12. Asia 41%<br />China 298 million<br />22%<br />162m bloggers 54%<br />Internet penetration 2009<br />1.6 billion +<br />www.internetworldstats.com/<br />http://advertising.microsoft.com/asia/NewsAndEvents/News.aspx?Adv_NewsID=1630<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />
  13. 13. % Advertising Dollars Spent Online<br />% Consumer Time Spent Online<br />marketing lag<br />Source:Neo@Ogilvy<br />
  14. 14.
  15. 15. why a digimarketing opportunity?<br />under spent<br />the future<br />
  16. 16. digital will predominate<br />
  17. 17. “<br /> it is not the strongest of the species that survives… <br />nor the most intelligent…<br />it is the one most adaptable to change<br />
  18. 18. easier to learn if you start early…<br />and you never forget<br />Source: www.stockphotos.com<br />
  19. 19. why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
  20. 20. “ <br /> Half the money I spend on advertising is wasted; <br />the trouble is I don&apos;t know which half<br />John Nelson Wanamaker (1838 –1922) <br />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<br />
  21. 21. why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
  22. 22. 3<br />1<br />opportunity<br />2<br />
  23. 23. 3<br />2<br />new 4 P’s<br />1<br />
  24. 24. 4 P’s of marketing<br />Promotion<br />Place<br />Price<br />Product<br />
  25. 25. 4 P’s of digimarketing<br /><ul><li>clear opt-in
  26. 26. easy opt-out
  27. 27. customer-chosen content & frequency
  28. 28. contextual relevance</li></ul>Permission<br />
  29. 29. claims 10 million downloads <br />240,000 per week<br />www.Sanook.com<br />
  30. 30. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld<br />
  31. 31. Participation<br /><ul><li>clear opt-in
  32. 32. easy opt-out
  33. 33. customer-chosen content & frequency
  34. 34. contextual relevance</li></ul>Permission<br />
  35. 35.
  36. 36.
  37. 37. belong to a social networking<br /> site?<br />
  38. 38. social networks<br />www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr<br />
  39. 39. Facebook: 4th largest country in the world<br />250 m<br />July 15 2009<br />200 m<br />Nov 2008<br />132 m unique visitors, June 2008world’s fastest growing social networking site<br />1/3 of global audience is 35-49; <br />1/4 is over 50 <br />http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/<br />www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9<br />http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/ /www.techcrunch.com/2009/07/15/facebooks-offical-user-count-now-250-million/<br />
  40. 40. Facebook<br />250 m<br />July 15 2009<br />1/3 of global audience is 35-49; <br />1/4 is over 50 <br />http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/<br />www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9<br />http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/ /www.techcrunch.com/2009/07/15/facebooks-offical-user-count-now-250-million/<br />
  41. 41. http://www.facebook.com/apps/application.php?id=2841359929&b=&ref=pd_r<br />http://www.wilhelmus.ca/2007/11/gotta_ski_bc_facebook_applicat.html<br />
  42. 42. read blogs?<br />
  43. 43. 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 />
  44. 44. 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 />
  45. 45. Digital respect<br />
  46. 46. 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 />
  47. 47. heard of Twitter?<br />do you tweet?<br />
  48. 48. February 2008 &lt; .5 m unique users<br />February 2009 &gt; 7 m unique users<br />Largest age group? <br />35-49 year olds (3m)<br />www.Twitter.com/DrIanFenwick<br />http://www.readwriteweb.com/archives/twitter_passes_nyt_wsj_in_unique_visitors.php<br />
  49. 49. “<br />Virgin’s perspective about social media isn’t a marketing channel but an engagement channel.<br />We ask our community to answer questions. We love social media.”<br />20,000+ followers on twitter: most common question: should I fly Virgin?<br />“the community closes the sale”<br /> Porter Gale, V-P Marketing Virgin America <br />http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/<br />
  50. 50. 4 P’s of digimarketing<br />Profile<br /><ul><li>opportunities to review,
  51. 51. to comment,
  52. 52. to tag
  53. 53. to upload
  54. 54. to engage
  55. 55. social CRM</li></ul>Participation<br />Permission<br />
  56. 56. 4 P’s of digimarketing<br />Personalization<br /><ul><li>collect data, quizes, games
  57. 57. drop by drop
  58. 58. build participant insights
  59. 59. link to physical channels</li></ul>Profile<br />Participation<br />Permission<br />
  60. 60.
  61. 61. 4 P’s of digimarketing<br />Personalization<br /><ul><li>create relevant personalization</li></ul>Profile<br /><ul><li>collect data
  62. 62. drop by drop
  63. 63. build participant profiles</li></ul>Participation<br /><ul><li>opportunities to review, comment, tag
  64. 64. upload
  65. 65. clear opt-in
  66. 66. easy opt-out
  67. 67. customer-chosen content & frequency</li></ul>Permission<br />
  68. 68. 3<br />2<br />new 4 P’s<br />1<br />
  69. 69. 3<br />action now<br />1<br />2<br />
  70. 70. 1 year<br />=<br />7<br />fast<br />
  71. 71. 5 secs<br />=<br />4<br />ever<br />fast<br />
  72. 72. user friendly<br />language<br />…tone<br />
  73. 73. How much do you trust the following information sources?<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
  74. 74. …can’t imagine why<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
  75. 75. …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 />
  76. 76.
  77. 77. 68%<br />all browsers<br />21%<br />8%<br />1%<br />.7%<br />.6%<br />Scale only approximate<br />http://marketshare.hitslink.com/<br />
  78. 78. World population?<br />6.6 b<br />1.6 b<br />Internet users?<br />1.3 b<br />Landline phones?<br />1.4 b<br />Credit cards?<br />1.5 b<br />TV sets?<br />3.3 b<br />Mobile phone subscribers?<br />61.9m<br />Thailand?<br />http://www.itu.int/ITU-D/ict/newslog/Indonesia+Overtakes+Japan+To+Take+Third+Place+In+Asia+Subscriber+Rankings.aspx<br />Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore<br />
  79. 79. all browsers<br />how does your website look <br />on mobile devices?<br />
  80. 80. Augmented Reality<br />http://www.mobvis.org/demos.htm<br />
  81. 81. vdo<br />www.tubemogul.com<br />
  82. 82. news/updates<br />
  83. 83. search strategy<br />do you have a search strategy for your business?<br />
  84. 84. Paid ListingsSearch Engine Marketing (SEM)<br />Organic Listings<br />Search Engine Optimization (SEO)<br />
  85. 85.
  86. 86.
  87. 87. interactions lead to transactions<br />anyone read on-line reviews?<br />
  88. 88. <ul><li>#2 driver of purchase decisions (#1: personal advice from friend)
  89. 89. user reviews more influential than 3rd party reviews1
  90. 90. 86% read before buying(90% trust)2
  91. 91. 70% who read reviews share them with friends, family, or colleagues3</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 />3Deloitte & Touche, September 2007<br />All quotes from www.bazaarvoice.com/industryStats.html<br />
  92. 92. interactions lead to transactions<br />Awareness<br />Consideration<br />Social Networks<br />Preference<br />Peer <br />Reviews<br />Action<br />Web2.0<br />
  93. 93. interactions lead to transactions<br />Awareness<br />Consideration<br />Social Networks<br />Preference<br />Peer <br />Reviews<br />Action<br />Web2.0<br />
  94. 94. 62% of brand-related talk features products in a positive light<br />&lt; 1% feature products negatively<br /> www.imediaconnection.com/content/13386.asp<br />
  95. 95. of course, it isn’t all good, all the time… <br />
  96. 96.
  97. 97. monitor<br />Intervene<br />…gently<br />apologize<br />…if necessary<br />www.serph.com<br />www.monitter.com<br />http://spy.appspot.com<br />www.blogpulse.com<br />
  98. 98. 1<br />2<br />3<br />opportunity<br />new 4 P’s<br />action now<br />
  99. 99. $150,000 <br />6-months<br />caretaker & blogger on Great Barrier Reef<br />1 million visits in 7 days<br />Tourism Queensland www.IslandReefJob.com <br />
  100. 100. over 35,000 applicants<br />http://www.worldtravelguide.net/news/3407/news/And-the-real-winner-is%85-the-Australian-tourism-board.html<br />
  101. 101. “<br /> But…blog sites and internet forums have been buzzing with complaints since the weekend, <br />when the Tourism Queensland website crashed on the eve of the competition deadline<br />…as the website was flooded with more than 7000 applications at once.<br />…The furious 51-year-old professional photographer…slammed the promoter<br />…sending out a mass email with the subject line &quot;The worst run contest in the world”<br />
  102. 102. “<br />Tourism Queensland grossly underestimated the demand,&quot; Mr Cook said.<br />&quot;Surprised by 30,000 entries? You&apos;ve got to be kidding…<br />“…they should have expected at least 100,000 entries and planned for 500,000.<br />
  103. 103. “<br />Dude, you can’t take something off the internet…<br />that’s like trying to take a pee out of a swimming pool<br />Joe Rogan, Newsradio<br />
  104. 104. www.slideshare.net/ian.fenwick<br />www.twitter.com/DrIanFenwick<br />www.DigiMarketingNow.com<br />
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