Keynote Address to Canada E-Connect 2009

Canada e-Connect 2009 DigiMarketing: The New Imperative Dr. Ian Fenwick Advisor Sasin Graduate Institute of Business Administration of Chulalongkorn University www.DigiMarketingNow.com www.Twitter.com/Digi_Ian

… the future is already here. It's just not very evenly distributed. William Gibson “

are you doing digital marketing right now?

what is digimarketing ?

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

DigiMarketing: The Essential Guide to New Marketing & Digital Media , Kent Wertime and Ian Fenwick, Wiley 2008 www.DigiMarketingNow.com Digital Marketing, digimarketing , is the future evolution of marketing. It happens when the majority, or totality, of a company’s marketing uses digital channels. “

digital channels?

1957 ARPA

1957 ARPA first publically accessible on-line network 1979 1994

2007 survey 2,400+ households in US, UK, Germany, Japan & Australia

71% 2+ hrs/day

it’s not just north america

Internet penetration 2007 1.4 billion + http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG www.internetworldstats.com/ Africa has c. 30% mobile penetration South Africa c. 90% mobile penetration

Asia 40% China 253 million 19%

mobile social networking Shanghai-style

Locationally aware, in-taxi touch screens

Forecast internet users, end 2008

Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,

Top 10 Developed Markets USA, Japan, Germany, UK, France, Italy, Spain, Canada, S Korea, Australia Top 10 Emerging Markets Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland, Saudi Arabia

DigiMarketing opportunity Source:Neo@Ogilvy Marketers Lag Behind Their Markets % Consumer Time Spent Online % Advertising Dollars Spent Online

digital’s not just the internet: traditional media go digital

Traditional Media Digital Media TV IPTV Radio Digital Radio Billboards Digital POS

digital will predominate

The Shift to Digital

the users are there

… globally

their time is there

… but people are still doing what they always did…

and marketing needs to get there

for me? mean what does that ?

mean what does ? digital

8

Content is liberated 1

Content is liberated

Devices can interact

Ginza, Tokyo

QR Codes Devices can interact www.DigiMarketingNow.com

Oglivy: Japan

QR code window ads in taxis at Nagoya airport, Japan

Content is liberated 1 Digital devices are unique 2

Unique devices

Unique devices Canon Rebel 350 3 years old #560151117

collect data, drop by drop

meaningful personalize

Unique devices

Digital devices are unique 2 A new model for media 3

Content Creation Specialists Publishers, editors, vehicles Distribution channel (bookstores, newstands, TV/radio stations) Mass Media Consumers Traditional Media Model $$$ eyeballs expensive channel, production & filtering modest returns to creators

modest returns to specialist creators near free channel, free peer filtering modest returns to specialist creators New Media Model Generate Content Internet Publication Internet Distribution Consumers Consumers Generate Content

to find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Rupert Murdoch, quoted in Wired , July 2006 “

How many people here read blogs? … write blogs?

Digital respect

paid circulation 2007 <4 million almost 1.7 m US-based unique visitors 33-48 m page-views (May 2007) http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php ComScore, Nielsen NetRatings

People trust people http://www.nielsenbuzzmetrics.com/cgm at least twice as much as ads

… corporate blogs not trusted http://www.readwriteweb.com/archives/corporate_blogs_trust.php

… corporate blogs not trusted http://www.readwriteweb.com/archives/corporate_blogs_trust.php corporate blogs: the least trusted on-line information source

… can’t imagine why

… can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php "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.engadget.com/2006/06/22/dude-your-dell-is-on-fire/

http://blog.delta.com/

http://canadiantourism.blogspot.com/

Tourism Queensland www.IslandReefJob.com $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days

Tourism Queensland www.IslandReefJob.com 1 million visits in 7 days

A new model for media 3 Targets become participants 4

Participatory 1:many iPod’s Dirty Secret the Niestat Brothers Posted Nov 20, 2003 1M+ downloads in 6 wks Apple expands iPod warranties Offers new battery replacement mail - in service

www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr social networks

anyone a member of a social network site?

87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008

Facebook 132 m unique visitors in June 2008 world’s fastest growing social networking site http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/

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

http://apps.facebook.com/tripjane/home http://www.tripit.com/

Solving customer problems quickly

Impressions: Reach & Frequency Slob Ogilvy: Toronto http://www.youtube.com/user/tuffsheet Seen by estimated 500 million people Estimates from Ogilvy & Mather. Represents viewership through all channels, inclusive of free Television exposure. Evolution Involvement & Sustained Engagement

Targets become participants 4 Customers take control 5

Access and Restriction New Restrictions Unprecedented Access Marketers and Channels

BBC Interview, March 18, 2008:

It’s mine – you can’t have it. If you want to use it for something, then you have to negotiate with me. I have to agree. I have to understand what I’m getting in return “ personal data? Tim Berners-Lee

Consumers will give you info, if you give them benefit… first

respect privacy

get permission

improve customer’s experience

OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld branded utility

Customers take control 5 Search: the point of entry 6

over 66 billion, 2007 in December alone http://www.comscore.com/press/release.asp?press=2018, Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. 41 billion at Google sites world population? about 6.6 billion 8.5 billion at Yahoo! sites 3.4 billion at Baidu.com on-line searches? 1.9 billion at Microsoft sites

do you have a search strategy for your business?

http://battellemedia.com/archives/000063.php John Battelle a massive database of desires, needs, wants, and likes that can be discovered, supoenaed, archived, tracked, and exploited to all sorts of ends the database of intentions… “

Organic Listings Search Engine Optimization (SEO) Paid Listings Search Engine Marketing (SEM)

Search: the point of entry 6 Mobile moves fastest 7

?? mobile phone subscribers 1.4b internet users 1.3b landline phones 1.5b email boxes 1.5b TVs Communities Dominate Brand s Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore World? c. 6.6 billion people device 1.4b credit cards 3.3b From: Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008

mobile phone display projects via contact lens HMD 35 gms 28" screen 6′ away

how does your website look on mobile devices?

it’s not advertising, “ it’s just a really cool way to say goodbye ”

http://www.mobvis.org/demos.htm Augmented Reality

Mobile moves fastest 7 Digital stuff stays! 8

iPod’s Dirty Secret the Niestat Brothers 2003

iPod’s Dirty Secret the Niestat Brothers 2003 Dude, you can’t take something off the internet… that’s like trying to take a pee out of a swimming pool Joe Rogan, Newsradio

“ the dog poop girl” June 2005 , South Korea

Content is liberated 1 A new model for media 3 Targets become participants 4 Customers take control 5 Search: the point of entry 6 Mobile moves fastest 7 2 Digital devices are unique Digital stuff stays! 8

4 P’s of marketing Product Price Place Promotion

clear opt-in

easy opt-out

customer-chosen content & frequency

opportunities to review, comment, tag

upload

collect data

drop by drop

build participant profiles

create relevant personalization

4 P’s of digi marketing Permission Participation Particulars Personalization

what’s next?

People often ask me if we’re nearing the end of the digital revolution—if technology progress is at a point of diminishing returns and the personal computer has reached the apex of its development. I believe the opposite is true…hardware and software will be the catalyst for advances during the next 10 years that will far exceed the changes of the last 30 years. Wall Street Journal , January 24, 2008 “ Bill Gates, chairman Microsoft Corporation

digital will predominate

www.DigiMarketingNow.com Q & A