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Launch of Vietnamese Edition of DigiMarketing: The Esential Guide to New Media & Digital Marketing

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Why the time for digimarketing (digital marketing) is now, and how it will change marketing. The 4 P's of digimarketing. …

Why the time for digimarketing (digital marketing) is now, and how it will change marketing. The 4 P's of digimarketing.
Presented in Hanoi by Ian Fenwick (digiAindra) with Le Thuy Hanh, to launch the Vietnamese edition of DigiMarketing: The Esential Guide to New Media & Digital Marketing

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  • Digital channels of course are channels that transfer information by discrete values (digits) rather than by continuous measures…analogue….
  • And it’s more than just web. You can’t say you’re doing digital marketing if you just have a website. In fact it’s you about 113 million others (http://www.domaintools.com/internet-statistics/). Digital marketing is all about unifying your marketing across digital media.
  • I suspect many of you are. Some of what I have to say will be not be new to you. I hope however there will be something new for each person!
  • Three areas I would like to cover: why digimarketing is an opportunity, how digital media are distinctive, and why that makes a difference for marketers.DigiMarketing is NOT the same old same old…
  • Start with the opportunity
  • Marketers are lagging their markets: digital media are underspent
  • The web is truly a global phenomenon. Lighter shades are lower penetration. Africa, one of the lightest regions, is big on mobile and may leapfrog fixed web to mobile web
  • Notice the web is increasingly an Asian affair. Already over 40% of web users are in Asia, and that represents only 22% penentration.
  • Emerging markets have already over-taken developed markets in terms of numbers of web users…and that gap will widen.
  • And remember again: digital is more than just web
  • Digital being underspent, the dramatic misallocation of resources, means that first there’s a good chance your competitors aren’t yet into digital, so you can steal a march. AND second that you get more bang for your buck: because less is being spent in digital, those that spend there get better exposure.
  • And digital is the future…I’ve met people that argue that in terms of time spent with different media, digital won’t overtake traditional media for another 10 years; I’ve met people that think it will happen next year…I’ve met people who say it already happened!I have never met anyone who says it won’t happen.
  • Nowhere I think is the shift more dramatic that in print…this is daily newspaper readership (in the US) by year of birth
  • It’s NOT that news isn’t read…it’s the papers that aren’t read…people still what they’ve always done…they just do in different media. That’s why the shift to digital has been so rapid: people don’t change what they do…they still read news, they still watch the content that used to be called TV. Difference is that they read news on-line; they watch TV by buying DVDs of TV shows; or watching the shows on-line…or on their iPods, or on their mobiles.
  • The IBM Institute for Business Value survey of more than 2,400 households in the United States, United Kingdom, Germany, Japan and Australia covered global usage and adoption of new multimedia devices and media and entertainment consumption on PCs, mobile phones, portable media players and moreNotice for moderate usage (1-4hrs a day) in these countries internet and TV are already neck-and-neck…and for heavy users internet is well ahead. And btw these numbers are for personal internet use, not business.http://www-03.ibm.com/press/us/en/pressrelease/22206.wss
  • The marketers that jump first will be the ones that survive
  • Another advantage of starting early: you learn first. In digital everyone’s learning…start first and get a head start
  • Much of digital is “pay as you go”: upfront costs are quite low (unlike say TV commercials). Sometimes, as with Google AdWords, all the costs is performance based: no-one clicks, you don’t pay
  • So 3 aspects to the opportunity
  • (image: horse to car; evolution of man…joke)
  • What’s so special about digital media?
  • In the old days, trains ran on tracks of different widths, different gauges…so interoperability was very limited. Not until the gauge standardized could railroads really take off
  • Digital media speak the language of binary code: those zeros and ones. This becomes the standard gauge for our age. Digital media can interact.Every ad can now be a direct response opportunity…as we’ll see every response opportunity is a data collection opportunity…using rewards to coat the data-collection pillIn a moment we’ll be talking about people wanting to Participate, design marketing that allows them to do that…This analogue billboard is made a little bit digital with a simple pixel box, allowing people to vote with their mobiles…notice that now the advertiser gets a measure of who noticed the board, who cared enough to vote…and gets their phone numbers!
  • QR codes (used on a daily basis by 50% in Japan) make things more interesting. They are decoded in the mobile and can become a picture, a coupon, additional text, a website link…
  • Can even put them on taxi windows
  • Perhaps the biggest change is in the media model itself.
  • Media used to be a top-down affair
  • Digital changes all that: based around internet publication and distribution (near free)…a new model emerges
  • Where everyone can be a creator…and a consumer. Reach is now determined by interest not financial resources. An interesting quirky video can be seen by millions with little or no investment required.
  • And digital is increasingly mobile
  • So if you aren’t using mobile…you’re missing out on an incredible opportunity.Yet most mobile marketing is terrible: spam SMSs…what a waste
  • Digital devices are unique…most of realize our mobiles are unique…each has a different (phone) number; and that when connected to the web, our computers and devices are unique (a unique IP address)…but our iPods are unique too…that’s how we can subscribe to podcasts…and…
  • Digital cameras are unique: so we don’t know who photographed every page of the latest Harry Potter book, and put it on-line (illegally) before the publication date…but we do know the camera used!
  • This is great for marketers: because digital devices are unique, we can collect data drip by drip, and personalize what we send to the customer…the Holy Grail of 1:1 marketing
  • This is great for marketers: because digital devices are unique, we can collect data drip by drip, and personalize what we send to the customer…the Holy Grail of 1:1 marketing
  • So what does all this mean for marketing?
  • I think you’ve all heard of the 4P’s of conventional marketing…some add “people” and “promise”
  • Well there another 4P’s for digimarketing
  • The most important is to start from PermissionMost digital media are highly user-configurable. That means if I don’t want to hear from you or see you, I don’t need to. I can block your banner ads; I can mark your email as spam; I can block your useless SMSs. And blocking is for ever. Once I’ve shut you out you will probably never get back in again. No matter how relevant and entertaining your messages become. I on’t know cos I blocked you out.So get permission at the start: opt-in, easy opt-out, consumer driven content and frequency.It only makes sense. What’s the point of talking to people that don’t want to be talked to?
  • The second distinctive feature of digital is that people participate…they ain’t simple couch potatoes. They do things.
  • 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.
  • Games of course are highly participative and immersive. This example builds on the MK brand, both in logo etc and in restaurant design. And bridges to the real world, with avatar clothing available exclusively via spending in the restaurant
  • And of course viral is in some ways 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
  • This Dove Evolution outstandingly successful, not just in impressions…but in INVOLVEMENT…do a google search for Dove Evolution and see all the blogs and sites that discuss it…go to YouTube and search for the spoofs that people bothered to make on their own time. This is brand participation, brand involvement.If we don’t get consumers involved in participating with our brands, they’ll be participating with our competitors’ brands.
  • Viral’s not just for consumer goods. IBM China did this instead of ads in trade press for IT managers. Notice the branding throughout; right on topic; with the IBM solution at the end.
  • Of those who read blogs: 31%read daily (22% of all active internets daily); 40% weekly (28% of all)
  • Here’s our digiAindra blog
  • Look how untrusted corporate blogs are
  • The Walmart blog…it’s not a blog…it’s an ad! A blog doesn’t sound like that
  • Look at the well-respected Dell blog. It actually started about a week before that Dell laptop caught fire
  • I’m sure you saw the picture…question is: what should the Dell blog do? Keep quiet?
  • No! everyone has heard about it, so they linked to the picture, they said what they were doing…building trust, not advertising
  • Social network sites depend 100% on participation
  • In March, 2009 was 2nd most popular page on all Facebook, behind Barack Obama; as of July 12 it was down to #8; Michael Jackson had taken #1 and #4, Obama kept #2; Vin Diesel #3; Dr House #5; Facebook #6; Will Smith #7Now has 3.5 m fansThe only catch? The page wasn’t created by Coke, but by two Coke fans in Los Angeles, Dusty Sorg and Michael Jedrzejewski. Theywere finally contacted by Coca-Cola and politelyasked to partner with Coke to manage the Page.
  • And this is our digiAindrafanpage…pls come and join!
  • Not only driving purchasing but also helping you build key word counts for search engine optimization…a real win-win
  • Move to real time
  • This guy started over as customer support, started using Twitter on his own initiative…see his job title…real-time customer service
  • And this is me
  • At least you should monitor…and really should have a presence
  • Several free or near free tracking services
  • The participation, the sustained interaction, doesn’t just involve the participant…it yields the digimarketer information about the participant. It helps us build their profile…and understand them better.But it’s important to build that profile gently, bit-by-bit, without freaking the participant out with privacy concerns.
  • This Profile/Privacy tension promises to be a major issue for digimarketers. The evidence is that customers are happy to give up privacy if they believe they are getting some benefit in return. Look at the Discovery Channel Shark Week promotion: if you logged in with your Facebook id, and gave permission, the site build a video around you (and also got your FB data and your friends)…Adidas did a similar one around Star Wars.
  • Final P, personalization: we use the profile to personalize our offers on 1:1 basis.
  • Hard to find a really good example of personalization. This is Amacon when I am not logged in. Not personalized
  • This is what happens when I log in. My page which they have built around my behavior. And I have only purchased once at Amazon, but all the searches I’ve done have contributed to this page…which is far more interesting, to me!, than the unpersonalized pageI believe that we will become accustomed to personalization, and marketers that don’t/can’t provide it will be at a massive disadvantage
  • Final P, personalization: we use the profile to personalize our offers on 1:1 basis.
  • So the 4 P’s of digital marketing complement the 4 Ps of marketing!
  • (image: horse to car; evolution of man…joke)
  • Look at a recent digimarketing campaign by Queensland Tourism: the Best Job in the World. Life on an island in perfect conditions, and get paid $150,000 for 6 months. All you have to do is blog about it at least once a week. You apply by making a 60 second video.
  • 1million site visits in 7 days….server crashes…complaints to Australian embassies around the world
  • But massive off-line publicity…picked up by traditional media world-wide
  • Then this!
  • So the lesson is with digital success can be massive and global, and we need to be ready…or we get the blame. Very hard to contain success. But surely this is a problem that could/should have been dealt with
  • Transcript

    • 1. DigiMarketing Unleashed
      Dr. Ian Fenwick
      Founding Partner digiAindra Co Ltd.
      Advisor & Professor of Marketing Sasin, Bangkok
      Professor Emeritus & Senior Scholar, Schulich School of Business, Toronto
    • 2.
    • 3. frogs jump…
    • 4. frogs jump…
      will you?
    • 5. what is digimarketing?
    • 6.
      Digital Marketing, digimarketing, is the evolution of marketing.
      It happens when the majority…of a company’s marketing uses digital channels.
    • 7.
    • 8. are you doing digital marketing right now?
    • 9.
      …the future is already here.
      It's just not very evenly distributed.
      WilliamGibson
    • 10. 1
      2
      3
      opportunity
      digital media
      difference
    • 11. 3
      1
      opportunity
      2
    • 12. why a digimarketing opportunity?
      under spent
    • 13. Internet penetration 2009
      1.6 billion +
      www.internetworldstats.com/
      http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
    • 14. % Advertising Dollars Spent Online
      % Consumer Time Spent Online
      marketing lag
      Source:Neo@Ogilvy
    • 15. Asia 41%
      China 298 million
      22%
      Internet penetration 2009
      1.6 billion +
      www.internetworldstats.com/
      http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
    • 16. Internet users: 2008
      >
      Top 10 Developed
      Markets
      Top 10 Emerging Markets
      USA, Japan, Germany, UK, France, Italy, Spain, Canada, S Korea, 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,
    • 17.
    • 18. mis-allocation of resources
    • 19. why a digimarketing opportunity?
      under spent
      the future
    • 20. digital will predominate
    • 21.
    • 22.
    • 23. 19%
      66%
      9%
      6+ hrs/day
      1-4 hrs/day
      6+ hrs/day
      60%
      1-4 hrs/day
      Source: http://www-03.ibm.com/press/us/en/pressrelease/22206.wss
    • 24.
      it is not the strongest of the species that survives…
      nor the most intelligent…
      it is the one most adaptable to change
    • 25. easiest to learn if you start early
      & you never forget
      Source: www.stockphotos.com
    • 26. why a digimarketing opportunity?
      under spent
      the future
      trackable
    • 27.
      Half the money I spend on advertising is wasted;
      trouble is I don't know which half
      John 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
    • 28. cost per click
      cost per action
    • 29. why a digimarketing opportunity?
      under spent
      the future
      trackable
    • 30. 3
      1
      opportunity
      2
    • 31. 3
      2
      opportunity
      1
      digital media
    • 32. what about digital media?
      common language
    • 33.
    • 34.
    • 35. Quick Response (QR) Code
      for North West Airlines
      Ogilivy: Japan
    • 36. Ogilivy: Japan
    • 37. Ogilivy: Japan
    • 38. Ogilivy: Japan
    • 39. what about digital media?
      common language
      new media model
    • 40. To find something comparable, you have to go back 500 years to the printing press, the birth of mass media….
      Technology is shifting power away from the editors, the publishers, the establishment, the media elite.
      …it’s the people who are taking control
      Rupert Murdoch
      “His Space,” Spencer Reiss Wired, July 2006
    • 41. Traditional Media Model
      creatives
      modest returns to creators
      publishers, editors
      expensive channel, production & filtering
      bookstores, news stands, TV/radio stations
      $$$eyeballs
      consumers
    • 42. Internet Publication
      Internet Distribution
      near free channel, free peer filtering
    • 43. Consumers Generate Content
      Internet Publication
      Internet Distribution
      modest returns to creators
      near free channel, free peer filtering
      modest returns to creators
      Consumers
      Generate Content
    • 44. posted Nov 20, 2003
      1m + downloads in 6 weeks
    • 45. Perez Hilton
      ComScore, Nielsen NetRatings
      http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php
    • 46. Perez Hilton
      paid circulation
      2007 <4 million
      1.7 m unique visitors (US only, May 2007)
      ComScore, Nielsen NetRatings
      http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php
    • 47. what about digital media?
      common language
      new media model
      mobile
    • 48. World population?
      6.6 b
      1.6 b
      Internet users?
      1.3 b
      Landline phones?
      Credit cards?
      1.4 b
      TV sets?
      1.5 b
      Mobile phone subscribers?
      http://www.mocom2020.com/2009/03/41-billion-mobile-phone-subscribers-worldwide/
      Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
    • 49. World population?
      6.6 b
      1.6 b
      Internet users?
      1.3 b
      Landline phones?
      Credit cards?
      1.4 b
      TV sets?
      1.5 b
      Mobile phone subscribers?
      4.1 b
      http://www.mocom2020.com/2009/03/41-billion-mobile-phone-subscribers-worldwide/
      Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
    • 50. 1stSMS: December 3, 1992
      how many sent in 2007?
      http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research
    • 51. 1stSMS: December 3, 1992
      how many sent in 2007?
      5,000,000,000 +
      http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research
    • 52. 1stSMS: December 3, 1992
      how many sent in 2007?
      5,000,000,000 +
      daily
      almost 2 trillion p.a.
      http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research
    • 53. 1stSMS: December 3, 1992
      how many sent in 2007?
      % sent in Asia Pacific?
      http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research
    • 54. 78.9%
      http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner study
    • 55. how does your website look
      on mobiles?
    • 56. what about digital media?
      common language
      new media model
      mobile
      unique
    • 57. Canon Rebel 350
      3 years old, #560151117
    • 58. collect data, drop by drop
    • 59. collect data, drop by drop
      personalizecontent
    • 60. what about digital media?
      common language
      new media model
      mobile
      unique
    • 61. 3
      2
      opportunity
      1
      digital media
    • 62. 3
      opportunity
      1
      2
      digital media
      difference
    • 63. 4 P`s of marketing
      product
      price
      place
      promotion
    • 64. 4 P`s of digimarketing©
      Copyright Ian Fenwick, 2009
    • 65. 4 P`s of digimarketing©
      • clear opt-in
      • 66. easy opt-out
      • 67. customer-chosen content & frequency
      • 68. relevance
      permission
      Copyright Ian Fenwick, 2009
    • 69. permission
      participation
      Copyright Ian Fenwick, 2009
    • 70.
    • 71.
    • 72. play games?
    • 73. MK GAME
    • 74. email video clips to friends?
    • 75. http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
    • 76. Impressions
      Involvement
      uploaded Dec, 2006
      seen by estimated 500m people
      Ogilvy & Mather estimate
    • 77. Viral
      quirky
      high interest
      stays on brand
      Credit: Ogilvy, China
    • 78. read blogs?
    • 79. Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008
      70%
      50%
      read at least weekly
      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
    • 80. http://blog.digiAindra.com
    • 81. write blogs?
    • 82. Started my own blog % of active internet users 16-54 years old, March 2008
      35%
      21%
      write at least weekly
      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
    • 83. How much do you trust the following information sources?
      http://www.readwriteweb.com/archives/corporate_blogs_trust.php
    • 84. …can’t imagine why
      http://www.readwriteweb.com/archives/corporate_blogs_trust.php
    • 85. …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
    • 86. …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!
      authenticity
      challenged
      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
    • 87. http://en.community.dell.com/blogs/direct2dell/
    • 88. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
    • 89. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
    • 90. belong to a social networking
      site?
    • 91. social networks
      www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr
    • 92. Facebook
      350 m+ users
      35+ m update each day
      av. user on site 55+ mins per day
      70%+ outside US
      www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9
      http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/
      http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/
    • 93. apps
      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
    • 94. 8th most popular page on all of Facebook
      over 3.5 million fans
      http://pagedata.insidefacebook.com/
    • 95. www.facebook.com/digiAindra
    • 96. read
      on-line
      reviews?
    • 97.
      • #2 driver of purchase decisions (#1: personal advice from friend)
      • 98. 86% read before buying(90% trust)1
      • 99. 70% who read reviews share them with others 2
      1 Kudzu.com survey of 600 users, December 2008
      2 Deloitte & Touche, September 2007
    • 100. do you tweet?
    • 101. Solving customer problems quickly
      Solving customer problems quickly
    • 102. DrIanFenwick
    • 103. do you know what people say about you?
    • 104. www.serph.com
      www.monitter.com
      http://spy.appspot.com
      www.blogpulse.com
    • 105. profile
      permission
      participation
      Copyright Ian Fenwick, 2009
    • 106. profile
      permission
      (privacy)
      participation
      Copyright Ian Fenwick, 2009
    • 107. personalization
      profile
      permission
      (privacy)
      participation
      Copyright Ian Fenwick, 2009
    • 108.
    • 109.
    • 110. personalization
      profile
      permission
      (privacy)
      participation
      Copyright Ian Fenwick, 2009
    • 111. personalization
      product
      profile
      price
      permission
      (privacy)
      place
      promotion
      participation
      Copyright Ian Fenwick, 2009
    • 112. 3
      opportunity
      1
      2
      digital media
      difference
    • 113. $150,000
      6-months
      caretaker & blogger on Great Barrier Reef
      1 million visits in 7 days
      Tourism Queensland www.IslandReefJob.com
    • 114. $150,000
      6-months
      caretaker & blogger on Great Barrier Reef
      Server Crashes
      Tourism Queensland www.IslandReefJob.com
    • 115. over 35,000 applicants
      http://www.worldtravelguide.net/news/3407/news/And-the-real-winner-is%85-the-Australian-tourism-board.html
    • 116.
    • 117.
      …the Tourism Queensland website crashed on the eve of the competition deadline
      …as the website was flooded with more than 7000 applications
      …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”
    • 118.
      …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.
    • 119.
      People often ask me if we’re nearing the end of the digital revolution—if technology progress is at a point of diminishing returns …
      I believe the opposite is true…Together, 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.
      Bill Gates, chairman Microsoft Corporation
      Wall Street Journal, January 24, 2008
    • 120. Q&A