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Implications of the growth in digital media for marketing. Growth of digital marketing (digimarketing) with special reference to financial institutions. Invited presentation by Ian Fenwick of ...

Implications of the growth in digital media for marketing. Growth of digital marketing (digimarketing) with special reference to financial institutions. Invited presentation by Ian Fenwick of digiAindra co. ltd to Kbank, Bangkok. May 6 2010

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  • Maybe fewer realize the dominance of Asia on the web…42% already and with average penetration of only about 20%...lots of room to grow vs N America 76%; Europe 53%; penetration; Globally we are at about 27%; The Asian century, the internet century, the Asian internet century
  • ,
  • In the US this time, Arbitron and Edison run a survey asking which medium is most essential for your life. This year, for the first time internet is most essential medium…again not because TV became less essential…but because far more people moved to saying the internet was most essential. They shifted from the lesser media. When the elephants fight the mice get trampled.Poor old newspapers dropped from 10% saying most essential in 2007 to 5% now.While television still leads among those over the age of 45, Internet dominates among younger persons age 12 to 44.Interesting side-point here, although this talks about TV and Radio…it’s not clear if the respondents will interpret these as names of media: if I find the content on an internet radio station as essential…would this count for radio or internet?I if I watch the content previously known as TV on my laptop, or mobile, or from a pre-recorded DVD (most of the top 10 Amazon DVDs are TV shows) am I watching TV?Many of these surveys have a problem with confusing content and device. Life was once easy: content was device.
  • Participation needs to sign in and play online game at www.manytv.com then top 30 person will be selected to play game during TV show. Show is live so player will online play game at home compete with stars in that show. The computer screen and sound of each home players will be shown in the TV show.
  • The study (US again) was called: “Is Social Media a New Addiction?” While I don’t subscribe to the current addiction to addictions. And another nail in the coffin of dead tree news. Notice NOT in the coffin of news: only in the deadtree version.
  • Easiest way to view this is just to look at people who can go without FB for a long time: notice in this survey “long time” is less than daily. Only 40-50% of respondents can bear to be away from FB for a day.(which is about what FB itself says: over 400 m active users, 50% log in on any given day, http://www.facebook.com/#!/press/info.php?statistics)
  • Average spend of all online transactions made in the past 3 months  550USD   388USD  409USD
  • Not to be doing digital means something…
  • Not to be doing digital means something…
  • Not to be doing digital means something…
  • But market research always understood this
  • But today ‘s consumer is active, engaged (or wants to be), lean forward, not lean back.We move from reach and impressions, to sustained engagement. What we once called “sticky”. I want participants interacting with my digital marketing…so they learn more about my brand (and shape how they wish), and have less time to be with my competitors’ brands.Turn On Tech Live is certainly permission based, and certainly participative!
  • Participation can be as simple as this email…where the recipient has to work to find the message.(I call this non-informative participation, as I don’t learn anything about the participant from the interaction…more of this in a moment)
  • Or as complex as this game (developed by AsiaSoft for MK restaurants, a chain based in Thailand). Diners who spend 300 baht get a login to the game that entitles them to the special (vegetable) hat…don’t ask why but possession of this became a big deal. Then you compete against your friends to get your avatar (your representation in the game) to follow the dance steps correctly…and you earn points.The whole thing is conducted against an MK restaurant backdrop, with MK restaurant music (they have their own song), and reinforced in the restaurants with dancing singing waiters and waitresses (without veggie headgear)As far as I know the circle has not yet been closed, it should be possible to spend the points earned in the game on discounts in the restaurants (or at least codes for avatar stuff from the restaurant). This would unite the on-line information that we generate about the player, with their real world identity (and make a start on informative participation)
  • Then of course there is viral marketing. I don’t supposed any of you have ever emailed on a quirky video clip to your friends? And so voluntarily helped the marketer both distribute the message AND choose who to distribute it to This is the epitome of participation: consumers actually do all the heavy work, choosing friends they think would appreciate that quirky vdo clip and passing it on to them
  • But market research always understood this
  • All your financial account and transactions on-line; alertsyou to any unusual activity.Have to give the site the numbers & passwords for your bank accounts & credit cards. Then it becomes you financial advisor. Will track and attempt to categorize all expenditures. You can set alerts, e.g. for when a bill is due, or a big purchase appears on your card, or you got a deposit.
  • Starts to data mine…builds new revenue streams
  • Games & Quiz to stimulate your spending behavior and calculate retirement for you base on your individual behavior.
  • This is what Amazon serves me if I am not logged in. It’s their generic, unpersonalized home page. Now I’ve only ever bought from Amazon twice, but I’ve done many searches, read reviews etc. Everyone of those interactions goes to inform my profile…and allows them to build my personalized Amazon home page.
  • So when I’m logged in, I get this. Much better for me!
  • Here’s simple personalization from Burger King Brazil…notice how well it fits the brand: Have It Your Way…now you really know it’s your way cos it’s got your photo on it!
  • David Hughes a blogger, visited the travel company Kuoni’s website, to search for holidays in Thailand (yes it was last month). Then he as an automobile site and up pops the banner…thanks for visiting. Now that he found a little spooky. Then the banner changed to Thanks for your interest in Thailand.Now this is personalization…but it’s scarcely meaningful.
  • For some, blatant personalized is so unnerving that they simply block all ads that come from that source. Personalization needs to be done in a way that provides real benefit to the consumer, and seems natural to them
  • So for digimarketing: 4Ps and social context
  • You know social networks are mainstream when they become the stuff of TV cartoons!
  • Banks, especially in Asia, don’t seem to be doing so well at appealing to Gen Y.
  • Dexia Bank serving France and the Netherlands, has done several very innovative things. First, set up a whole separate bank, Axion, to serve Gen Y.
  • Then they hosted a live rock concerts competition. Bands performed on a sound stage which matched the ratio of a banner ads dimensions. Concerts appeared in banner ads. Fans could download them, and put on their social network sites etc., and could vote for their favorite band.
  • The winner got to perform a live gig at one of Belgium’s biggest concert halls, with live streaming on an Axion Web-TV channel.
  • Buck First Bank communicates with Gen-Y customer using Gen-Y reps. They blog, vdo etc. about financial services in their own terms
  • Don’t go overboard on social networks. Remember to leverage friends and family too.
  • That’s one of the strengths of Flipside.

Digital marketing and financial services Digital marketing and financial services Presentation Transcript

  • DigiMarketing: Implications for Financial Service Industry
    Prepared for K-Bank
    May 6, 2010
    Turnkey Digital Marketing
    group@digiAindra.com
    Copyright © by digiAindra Co., Ltd. All rights reserved
  • Agenda
    digital media
    changing behavior
    4 P’s of digiMarketing
    future
  • Digital Media
    1.8b+ internet users
    NASDAQ IXIC Composite Index
  • 2009
    1.8 billion +
    Asia 42% of all users
    (20% penetration)
    China 384 million
    (29%)
    Source: http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
    www.internetworldstats.com/
  • >
    Top 10 Developed
    Markets
    Top 10 Emerging Markets
    USA, Japan, Germany, France, UK, Italy, Spain, South Korea, Canada, Australia
    Brazil, Russia, India, China,
    Mexico, Turkey, Indonesia, Iran,
    Poland, Saudi Arabia
    Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,
    Not just developed countries
  • Thailand: 13.5m 21%
    Bangkok:
    digiAindra
    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
  • Media use, hours/week, upmarket adults, Bangkok,
    digiAindra
    hours/week
    Internet (excl. email)
    14
    1.1%
    19
    TV
    Magazines
    54%
    Newspapers
    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
  • Media use, hours/week, upmarket adults, Bangkok,
    digiAindra
    25-34 years old,
    hours/week
    4
    17
    Internet (excl. email)
    1.1%
    17
    TV
    TV
    Magazines
    54%
    Newspapers
    Newspapers
    % 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
  • Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook community
    http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market
  • http://www.facebakers.com/countries-with-facebook/TH
    April 30, 2010: Thailand 3.24 mFacebook users
  • http://www.facebakers.com/countries-with-facebook/TH
    April 30, 2010: Thailand 3.24 mFacebook users

    large populations & growing internet connectivity, are pushing Asia’s Pacific Rim countries to the forefront on Facebook…
  • Agenda
    digital media
    • mainstream
    • growing
    • Asian
  • Agenda
    digital media
    changing behavior
  • Internet passes TV, Q4 2009, Cda
    Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720
  • Internet passes TV, Q4 2009, Cda
    Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720
  • Most essential medium, US 2010
    Arbitron & Edison Research
    http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php
    http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf
    “Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”
    42%
    37%
    14%
    5%
  • Interactive TV – 07Show
    http://www.manytv.com/07show/
    ก่อนออกอากาศผู้เล่นควรเตรียมตัวให้พร้อม และควรประจำที่ ก่อนออกอากาศ 1.30 ชั่วโมง และใส่หูฟังไว้ตลอดเวลา ในคอยฟังการเทสต์สัญญาณกับทางทีมงาน (ทางทีมงานจะทำการทดสอบความพร้อมทีละคน)
    เล่นเกมส์ Webcast ออกรายการสด
  • Behavior Changing
    By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States
  • Behavior Changing
    By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States
  • Thailand:

    India, Thailand& New Zealand are leading the curve, with more than 90% ...very satisfied
    Aged 18-64, with personal bank accounts, & who accessed the internet at least once a week
    “extremely/very satisfied” with online shopping
    93%
    shop online
    87%
    86%
    63%
    44%
    43%
    http://www.masterintelligence.com/reports.jsp
    http://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf
  • Thailand:
    Aged 18-64, with personal bank accounts, & who accessed the internet at least once a week
    “extremely/very satisfied” with online shopping
    93%
    shop online
    87%
    86%
    63%
    44%
    43%
    http://www.masterintelligence.com/reports.jsp
    http://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf
  • Online spending increasing
    Master Card Survey: Thais ages of 18 and 64 years with personal bank accounts and who accessed the internet at least once a week.
    http://www.masterintelligence.com/reports.jsp
    www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf

    Online shopping has become essential to more than half of the respondents from China, Korea, Japan, India & Thailand

  • Digital Marketing (digimarketing) is the evolution of marketing, happening when the majority of a company’s marketing uses digital channels
    DigiMarketing

  • [US]marketers’ digital spending to overtake print for the first time ever…
    Source: Outsell, March 8, 2010
    http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100308005991&newsLang=en
    Marketing catching up
  • 2009e
    2009 baht*
    2008 baht
    % growth
    TV
    49.9 m
    4%
    51.9 m
    Radio
    6.9 m
    -11%
    6.1 m
    Print
    21.1 m
    -9%
    19.1 m
    Outdoor
    6.4 m
    2%
    6.5 m
    Internet
    TOTAL
    0.17 m
    88.6 m
    44%
    0%
    0.25m
    89.0 m
    Thailand
    Nielsen Media Research, reported in Marketing and Media, Mindshareworld Co Ltd : Yr 2009 estimated
  • digimarketing

    What does it say about a brand if they aren’t involved with sites like Facebook or Twitter?
    It shows they’re not really with it or in tune with the new ways to communicate with customersfemale aged 18-24
    Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
  • digimarketing

    What does it say about a brand if they aren’t involved with sites like Facebook or Twitter?
    they’re not interested in the demographic that frequents Facebook & Twitter, or they’re unaware of the opportunitymale aged 35-39
    Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
  • digimarketing

    What does it say about a brand if they aren’t involved with sites like Facebook or Twitter?
    it's EXPECTED that a company have some digital face…they need a strong electronic presence or you doubt their relevance
    female aged 50-54
    Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
  • Agenda
    digital media
    changing behavior
    • opportunity
    • agile
    • new mindset
  • Agenda
    digital media
    changing behavior
    4 P’s of digiMarketing
  • 4Ps
  • 4Ps
    Permission
    Participation
    The 4Ps of digimarketing
    • Clear opt-in
    • Easy opt-out
    • Customer-chosen content & frequency
    • Relevance
  • 35

  • Audience is as antique a term as record, the one archaically passive, the other archaically physical
    William Gibson
    36
  • Today’sConsumers
  • Participation
    Source: OgilvyOne, Thailand
  • Participation
    Source: AsiaSoft, Thailand
  • Participation
    HSBC-"Your Point of View", Live Theatre Windows Campaign ; http://www.youtube.com/watch?v=Pn8oEn0WHnY
  • Participation
    Source: http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
  • 4Ps
    Permission
    Participation
    The 4Ps of digimarketing
    (Privacy)
    Profile
  • Personal Financial Assistant
    http://www.mint.com/
    http://websha.com/mint.com
  • Mint is now aggregating data from its 1.5 m users & mining it for personal spending trends
    http://www.fastcompany.com/blog/chris-dannen/techwatch/mintcom-add-data-mining
    http://www.mint.com/
  • http://www.mint.com/
    Report Summary
  • Report Summary

    Eventually, we’ll do this for research …creating a streamlined for-pay service allowing businesses to mine spending habits

    definitely potential for a financial adviser product down the line
    http://www.mint.com/
  • My Money Skills
    http://www.mymoneyskills.me/english/gt/main.jsp
  • 4Ps
    Permission
    Participation
    The 4Ps of digimarketing
    Personalization
    (Privacy)
    Profile
  • Personalization
  • Personalization
  • Personalization
    Source: Ogilvy Brazil
    http://www.youtube.com/watch?v=lH-PK9MM45U
  • 4Ps
    Permission
    The 4Ps of digimarketing
    1http://www.emarketer.com/Article.aspx?R=1007599
    2http://www.networkadvertising.org/pdfs/NAI_Beales_Release.pdf
    Personalization

    behaviorally targeted ads twice as effective
    (Privacy)
    Profile
    Participation
  • Personalization or stalking?
    Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html
    http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html

    Surprise me: don’t scare me!
  • Personalization or stalking?
    Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html
    http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html

    way too invasive for me…I have blocked Criteo ads completely

    dynamic serendipity

    Surprise me: don’t scare me!
  • Permission - Participation Profiling - Personalization
    engage
    in a socialcontext
    DigiMarketing
  • Social networks are mainstream life
    http://www.southparkstudios.com/episodes/267112/
  • Agenda
    digital media
    changing behavior
    4 P’s of digiMarketing
    Permission - Participation Profiling - Personalization
    Engage in a socialcontext
  • Agenda
    digital media
    changing behavior
    4 P’s of digiMarketing
    future
  • Top 10 Most Innovative Companies in Finance
    http://www.fastcompany.com/mic/2010/industry/most-innovative-finance-companies
    http://thefinancialbrand.com/11006/9-considerations-about-financial-innovation/

    eight of the 10 most innovative companies in the financial industry aren’t banks
  • “Generation Y” is an important demographic
    The Asian Banker, April 23, 2010
    http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocument
  • “Generation Y” is an important demographic
    The Asian Banker, April 23, 2010
    http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocument
    Asian banks in particular, are seen as lagging behind the use of social media compared to their counterparts outside of Asia
    most banks don’t place enough emphasis on innovation as they are used to pushing information to their customers.
    with the emergence of user-generated content…banks are having to deal with the flow of reactions about their services & products at an intensity & pace that most cannot even recognise, much less catch up to, Katkov, SVP Asia of Celent’s Asia Research Group
    social network’s being the second most powerful influenceover a person’s branding choice, social media is something banks can no longer ignore.
    Catalysts for Change - The Implications of Gen Y Consumers for Banks” has shown that Generation Y’s spending is poised to surge from $600 billion in 2009 to $2.45 trillion by 2015.
  • Dexia Bank: creates Axionfor 12-25 year olds
    http://www.dexia.be/nl/Particulier/VIADEXIA/LandingPages/LP_Axion/
    http://www.axionweb.be/static/FR/index.aspx
    http://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/
  • Axion
    Created rock concerts on banner ad sized stage
    http://www.youtube.com/watch?v=G5tW1JJqe3U
    http://www.axionweb.be/static/FR/index.aspx
    http://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/
  • Dexia Bank
    Showed the concerts in banner ads
    http://www.dexia.be/nl/Particulier/VIADEXIA/LandingPages/LP_Axion/
    http://www.axionweb.be/static/FR/index.aspx
    http://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/
    Bands (& fans) could copy and embed on their own sites
    • 7 million paid impressions
    • embeds on bands’ fan pages & blogs 40,000 free impressions
    • 45,000 unique visitors to the microsite
    • 7,500 voted for favorite band
  • Bucks First Credit Union: Project FlipsideThe Alternative to Doing Nothing: a community-based social media program
    http://thefinancialbrand.com/10651/bucks-first-fcu-project-flipside-gen-y-promotion/ : March 12, 2010
    use Gen-Y to communicate with Gen-Y
    promoting financial literacy & the dual chequing/savings Flipside Account
  • Don’t forget “friends & family”
    http://thefinancialbrand.com/11342/fiserv-gen-y-banking-study/, April 14, 2010
  • Bucks First Credit Union: Project FlipsideThe Alternative to Doing Nothing
    http://www.youtube.com/watch?v=5krHcfpXoCI
  • PNC Bank’s Virtual Wallet
    http://www.youtube.com/watch?v=IrAr4YrKtJc&feature=player_embedded
  • My IKEA
    http://www.youtube.com/watch?v=OjavjTvzIMw
  • Parcel AR
  • Summary
    digital media
    • mainstream , growing, Asian
    changing behavior
    • opportunity, agile, new mindset
    4 P’s of digiMarketing
    • Permission, Participation, Profiling, Personalization
    future
  • THANK YOU
    Turn Key Digital Marketing
    group@digiAindra.com
    Copyright © by digiAindra Co., Ltd. All rights reserved