Digital marketing opportunities & pitfalls, thailand regional forum

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Presentation to Thailand Regional Forum, March 3, 2011. Digital marketing opportunities and pitfalls

Presentation to Thailand Regional Forum, March 3, 2011. Digital marketing opportunities and pitfalls

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  • 1. digiAindra Digital Marketing: Opportunities & Pitfalls Ian Fenwick Thailand Regional Forum 3rd March 2011Copies are on-line Copyright ian fenwick. All rights reserved at www.SlideShare.net/ian.fenwick ©
  • 2. digiAindraAn evolution for better or worse Copyright © ian fenwick. All rights reserved
  • 3. The future is already here. Its just not very evenly distributed William GibsonAs the famous Canadian science fiction writer, who coined the name ‘cyberspace’ said…
  • 4. digiAindra “ we fish where the fishes are “ When the 2nd largest advertiser in the world wasasked why he intended to double digital spend, he replied: “we fish where the fish are”. Consumers are already in digital media, it’s thehttp://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/ marketers that are lagging behind Copyright © ian fenwick. All rights reserved
  • 5. digiAindraPart 1 digital daysPart 2 digimarketing mindsetPart 3 do it now Copyright © ian fenwick. All rights reserved
  • 6. digiAindra Asia 42% (825m) (21.5% penetration)China 420 million (31.6%) Internet penetration 2010 1.97 billion + (29%) Internet is already 42% Asian, yet Asian countries have av internet penetration of only 21.5% vs 29% globally; within the next few years, Asia willhttp://internetworldstats.com/ Stats taken from site December 2010dstats.com/ dominate the internethttp://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG Copyright © ian fenwick. All rights reserved Copyright Ian Fenwick
  • 7. digiAindra Internet in Thailand of Thailand’s 17.4m, 26% population 66% of Bangkok’s population Thailand averages about 26% penetration, but in Bangkok and amongst business leaders much, much higher 30m mobile internet users by 2014 Thailand’s mobile penetration is over 100%, similar to Australia. It’s the internet penetration that lags; most likely many people will leap to mobile browsinghttp://www.netboosterasia.com/news.php http://internetworldstats.com/http://www.nationmultimedia.com/2010/02/09/pda/technology_30122120.html Copyright © ian fenwick. All rights reservedhttp://asiancorrespondent.com/jon-russell/2010/01/20/12-million-mobile-internet-users-in-thailand-says-ais
  • 8. digiAindraJan, 2010: Thailand world’s 2nd fastestgrowing Facebook communityThailand started 2010 with 1.6 m FB users, and one the highest monthly growth rates in the worldhttp://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market Copyright © ian fenwick. All rights reserved
  • 9. digiAindra March 2011 Most people know that the US is FB’s largest country, as of March 2011 estimated at over 152m Americans on FB What’s the second largest FB country? Try to decide before next slidehttp://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html Copyright © ian fenwick. All rights reserved
  • 10. digiAindra March 2011Yes, it’s Indonesia with over 35 m FB members…and only a 14.5% penetration…lots of room to grow.China of course is missing, FB is officially banned inChina. Notice the other Asian countries ranking high Asia 146M FB users  43% in last 6 mths  24% in last 3 mths http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html Copyright © ian fenwick. All rights reserved
  • 11. digiAindra March 2011 Asia 146M FB users  43% in last 6 mths  24% in last 3 mthsThailand is FB #19, which given it’s the 20th mostpopulous country in the world…and China’s FB ismissing in action…that’s where Thailand “should” behttp://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html Copyright © ian fenwick. All rights reserved
  • 12. digiAindra #3 March 2011 #4 #22 The inset numbers are the #17 #12 countries’ ranks by #2 population size. #11 Bangladesh #7 by #21 population is FB#60; Nigeria pop #8 is FB39; #14 Russia pop #9 is FB25 (it #5 has its own popular vKontaket social network with throws in Torrent sharing #20http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html CIA World Fact Book Copyright © ian fenwick. All rights reserved
  • 13. digiAindra #3 March 2011 #4 #22 Japan is pop#10 FB44, it’s #17 #12 own Mixi has a 80% share #2 of sns in Japan at 22m #11 members #21 Vietnam is pop #13 and has it’s own ZingMe plus #14 FB is sometimes blocked #5 #20http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html CIA World Fact Book Copyright © ian fenwick. All rights reserved
  • 14. digiAindra Do you check/update Facebook or Twitter after you go to bed? Digital media actually change our behaviors radicallyhttp://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F Copyright © ian fenwick. All rights reserved
  • 15. digiAindra Here is my confession – I sleep with my phone under my pillow every night. Not only that, I almost never sleep an entire night through without waking up & checking my tweets, my replies & my DMs at least two or three times. Sometimes I even wake up, tweet for an hour or so, & then go back to sleep. Diana Adamshttp://www.bitrebels.com/social/the-secret-habit-of-many-twitter-addicts-do-you-do-it/ reserved Copyright © ian fenwick. All rights www.BitRebels.com
  • 16. digiAindraDo you sleep with your mobile?Pew Research Center 90% 67% 70% 64% 50% 34% male female 18-29 30-49 50-64 65 +http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA“have slept with phones on or right next to their bed” Copyright © ian fenwick. All rights reserved
  • 17. digiAindra digital willpredominateCopyright © ian fenwick. All rights reserved
  • 18. digiAindraStory is told that if a frog is placed in a pan of waterand slowly warmed, it will stay happily in place until its environment boils and it dies. Story’s not true: frog jumps as soon as waterwarms. What about marketers? Will they notice that their markets have changed before it’s too late? Copyright © ian fenwick. All rights reserved
  • 19. digiAindraAgenda Part 1 digital days  daze Part 2For many marketers it’s not digital DAYS it’s a digital DAZE…they just aren’t sure what to do Part 3 is new, and it can look very complicated Digital There’s a lot to do, and to keep doing, all of which needs to be brand-building Copyright © ian fenwick. All rights reserved
  • 20. digiAindradigimarketing: lots of moving parts face- brand book SEO QRbuilding codes SEM email, web ezines sites games, twitter digital virtual worlds presence e- commerceaugmented nurture reality edm your lists video mobiles digital LBM presence Copyright © ian fenwick. All rights reserved
  • 21. digiAindraAgenda Part 1 digital days Part 2 digimarketing mindset Part 3 Copyright © ian fenwick. All rights reserved
  • 22. digiAindraTraditional 4 P’s Product Price Promotion Place Copyright © ian fenwick. All rights reserved
  • 23. digiAindraDigimarketing 4 P’s Digital media are very much under customer control: if I don’t like youremails, I put them in the spam folder, and you can never talk to me again (and if enough people do it, you won’t be able to email anyone again) If I don’t like your web ads, I’ll block them; if I don’t like your SMS’s I’ll block them, once you’re blocked you’re blocked! Copyright © ian fenwick. All rights reserved
  • 24. digiAindra • clear opt-in • easy opt-out • customer-chosen content & frequency • relevance Permission means getting people toOpt-in to receive your messages…it’sbetter for all. The marketer gets to talk to people who are interested; theconsumer gets what they’re interested in getting Copyright © ian fenwick. All rights reserved
  • 25. Most marketers seem to imagine their markets like this: passive, sit-back digiAindra digiAindra coach potatoes. They even call them targets. And what do targets do? Nothing…just wait to get hit. And that’s traditional marketing. Fire messages at the targets, if they manage to avoid the message…fire more! Copyright ©© ian fenwick.ltd. All rights reserved Copyright digiAindra co All rights reserved 25
  • 26. digiAindraToday’s ConsumersToday’s consumers aren’t lean back passive…they’re lean forward active, participants. The more they participate with your brands, the more they learn about your brand…the more they engage: and the less time they have for your competitors’ brands. Copyright © ian fenwick. All rights reserved
  • 27. digiAindraParticipation can be as simple as this email…the message is hidden until the recipient interacts with it and selects the entire email. Then the message is visible: it’s an invite to a party.Source: OgilvyOne, Thailand Copyright © ian fenwick. All rights reserved
  • 28. Or as complex as a game. This game is “skinned” with the branding of a digiAindrarestaurant chain. As people play the game they are immersed the brand. Typically players spend 5+ minutes with total attention. Far more engagement than a TVC producesSource: Asiasoft (Thailand) Copyright © ian fenwick. All rights reserved
  • 29. digiAindra Viral marketing relies completely on participation: the consumers pass your message for you.http://www.slideshare.net/rashmi/meet-dave-meet-slideshare Copyright © ian fenwick. All rights reserved
  • 30. Consumers have a huge advantage over marketers: other consumers digiAindra trust them! anything we can do to harness the recommendations by“ consumers to consumers will be tremendously effective …internet users trust recommendations from people they know & opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional mediaCited in http://www.bazaarvoice.com/resources/stats Nielsen Online, April 2009 Copyright © ian fenwick. All rights reserved
  • 31. digiAindraconsider aware like engaged ready to act ACTION We’ve recognized the sales funnel for a long time Copyright © ian fenwick. All rights reserved
  • 32. We’ve eventually come to recognize the value of post-Action, loyalty and digiAindra brand advocacy consider aware like engaged ready to act ACTION loyal advocate Copyright © ian fenwick. All rights reserved
  • 33. And now start to see the value of digiAindrasocial media as a trumpet to amplifythe recommendations of our brand advocates consider engaged ACTION advocate ready to act aware likeSocial media TRUMPET Copyright © ian fenwick. All rights reserved
  • 34. During that Participation, it’s not just the customer learning about our digiAindrabrand…it’s our brand learning about the customer. One-by-one. Using theunique identification of digital media to form a profile of each customer. Every time the customer participates, every time they interact with our digimarketing, we collect a drop of data to add to his/her profile Copyright © ian fenwick. All rights reserved
  • 35. digiAindraAll in pursuit of the ultimate marketing goal: personalization Copyright © ian fenwick. All rights reserved
  • 36. We’ve eventually come to recognize the value of post-Action, loyalty and digiAindra brand advocacy Copyright © ian fenwick. All rights reserved
  • 37. digiAindraPersonalizationIf I’m not logged in Amazon can’t personalize, they serve me a rather bland uninteresting array of products Copyright © ian fenwick. All rights reserved
  • 38. digiAindraPersonalizationIf I am logged in, Amazon uses all the information they have collectedabout me, from searches on the site, reading reviews on the site, & any purchases I’ve made to serveianan array of products JUST FOR ME Copyright © fenwick. All rights reserved
  • 39. digiAindraPersonalization Trip Advisor uses Facebook’s Instant Personalization to leverage all the FB relationship data to show me my Friends’activities , reviews etc. http://www.rottentomatoes.com/ Copyright © ian fenwick. All rights reserved
  • 40. digiAindraPersonalizationThe start of “Social Search” where pages are weighted not by a generic Google Page Rank, but by how my friends use the web http://www.rottentomatoes.com/ Copyright © ian fenwick. All rights reserved
  • 41. digiAindra But there’s another P lurking; Privacy. If I trigger consumers’ Privacyconcerns, the shutters crash down, consumers cut me off from building their profiles…then I can’t Personalize. And much of the power of digimarketing will be lost Copyright © ian fenwick. All rights reserved
  • 42. digiAindraI’m sure this tension between Privacy and Personalization will be one the defining issues for digimarketing over the next few years…I hope marketers don’t screw it up. But I fear they will Copyright © ian fenwick. All rights reserved
  • 43. digiAindra Profile (Privacy ) 4PsThe American Civil Liberties Union had an entertaining video of the darkside of profiles. In this example, the pizza delivery clerk shows off whatshe knows about the customer with NO ATTEMPT to use that profile to improve the customer’s experience & create benefithttp://www.aclu.org/ordering-pizza Copyright © ian fenwick. All rights reserved
  • 44. digiAindra I said that behaviorally targeted (personalized) ads were twice aseffective, but only when the customer experiences additional benefit Copyright © ian fenwick. All rights reserved
  • 45. digiAindraPersonalization or stalking?This blogger recounts how he searched on the Kuoni site for holidays in Thailand. He then saw these banner ads on a site was browsing later. Just like the ACLU video the marketers are just showing off what theyknow, not adding value for the consumer. No wonder this freaks people out 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 Copyright © ian fenwick. All rights reserved
  • 46. digiAindraPart 1 digital daysPart 2 digimarketing mindsetPart 3 do it now Copyright © ian fenwick. All rights reserved
  • 47. digiAindra site speed People often ask me how they can improved their websites. Almostalways it comes down to SPEED. The fancy images and animations maybe v nice: but if I can’t see what I want, or at least where to go to get what I want, within a few seconds…I’m gone http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010 http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/ Copyright © ian fenwick. All rights reserved
  • 48. Then make sure your site works in all browsers. There’s digiAindra for no excuse site speedignoring the 40% of users that are NOT using IE. Your technical people can even serve different versions of the site for different browsers browsers 5% 2% 8% 23% 60%http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/ Copyright © ian fenwick. All rights reserved
  • 49. digiAindra site speed 2013 browsersAnd don’t forget mobiles. Many of your customers will be browsing on mobiles now. Does your site still work and look good? By 2013 there will be more mobiles capable of browsing the web than there are old-fashioned computers By 2015 mobile will be the browsing of choice…get ready nowhttp://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/ 2015 Copyright © ian fenwick. All rights reserved
  • 50. digiAindra speed browsers user friendlyDon’t ask your IT people if the site is User Friendly. Don’t ask your Marketers. Don’t ask the President’s husband The only ones who know are USERS Copyright © ian fenwick. All rights reserved
  • 51. digiAindra speed version of your siteAnd to be User Friendly on mobiles, you probably need to serve a special mobile browsers user friendly • special mobile version • save space • simplify menus • separate/highlight buttons • minimize text entry Copyright © ian fenwick. All rights reserved
  • 52. digiAindra speed browsers user friendly content planRemember the elephant…it needs feeding every day or so…who will do it? Copyright © ian fenwick. All rights reserved
  • 53. digiAindra speed browsers user friendly content plan Yes Content is the elephant. Digimarketing eats up content. At first everyone will help with comments on the Facebook page, tweets and retweets, uploading pics, writing review.But after the first few weeks, as “they” all go back to their regular jobs,who will do it? Someone must. Nothing says “don’t care” like a FB page not updated for areserved Copyright © ian fenwick. All rights week…
  • 54. digiAindraspeedbrowsers user friendly content plan search strategy Copyright © ian fenwick. All rights reserved
  • 55. digiAindra you are hereCopyright © ian fenwick. All rights reserved
  • 56. digiAindra speedSEO search engine optimization, hopefully gets you up the organic browsers adssearch listings; SEM Search Engine Marketing is all about your paid search You almost certainly need both user friendly content plan seo search strategy sem Copyright © ian fenwick. All rights reserved
  • 57. digiAindra Paid SearchGooglePlacesOrganicSearch Copyright © ian fenwick. All rights reserved
  • 58. digiAindraspeedbrowsers user friendly content plan search strategy social media Copyright © ian fenwick. All rights reserved
  • 59. digiAindraWhat are Social Media? people sharing content with people creating content for people people helping each other; and bypassing traditional marketing…like yours Copyright © ian fenwick. All rights reserved
  • 60. digiAindra traditional marketing was a monologue marketers talked, people listened (maybe) people are tired of monologues, they want dialoguessocial network marketing is a series of conversations Copyright © ian fenwick. All rights reserved
  • 61. digiAindraPart 1 digital daysPart 2 digimarketing mindsetPart 3 do it now Copyright © ian fenwick. All rights reserved
  • 62. digiAindraCopyright © ian fenwick. All rights reserved
  • 63. digiAindra THANK YOU www.About.Me/ianfenwickCopies are on-line Copyright ian fenwick. All rights reserved at www.SlideShare.net/ian.fenwick ©