weji crisis danger opportunity http://www.pinyin.info/chinese/crisis.html http://www.washingtonpost.com/wp-dyn/content/art...
http://snpp.com/episodes/2F08.html “ Look on the bright side, Dad.  Did you know that the Chinese use the same word for &q...
the cris-atunity: digimarketing
digimarketing what  is
http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en...
http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en...
DigiMarketing: The Essential Guide to New Marketing & Digital Media ,  Kent Wertime & Ian Fenwick, Wiley 2008 Digital Mark...
are you doing digital marketing right now?
not new
1957 ARPA first publically accessible on-line network 1979 1994
1.4b + Asia 40% China 253 million 19%
why is digimarketing a  cris-atunity? 7
7 underspent
DigiMarketing underspent…worldwide Source:Neo@Ogilvy   Marketers Lag Behind  Their Markets % Consumer Time Spent Online % ...
Thailand? 13m 20% Bangkok? business decision makers 80% top management 93% Source: BDM, Top management Synovate PAX Q3 200...
Hours/week, upmarket adults,    Bangkok Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend  GroupM –...
Hours/week, upmarket adults,    Bangkok TV Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend  Group...
1.1% of marketing funds get spent on internet  over 5 x more is spent on cinema over 6 x more is spent on outdoor almost 7...
underspent <ul><li>bonus:  </li></ul><ul><li>low entry costs & thresholds </li></ul><ul><li>your competition may not be th...
6 it  is  the future
it is not the strongest of the species that survives…  nor the most intelligent… attributed, to Charles Darwin…but reporte...
easier  to learn if you start early… and you never forget Source: www.stockphotos.com
Ian Fenwick The only experiments doomed to failure, are those you don’t conduct. “
underspent it  is  the future
5 repair, re-use,  re-cycle
1 = 7
5 secs = 4 ever
5 secs = 4 ever
fast, not flashy user friendly language
http://www.readwriteweb.com/archives/corporate_blogs_trust.php the  least trusted on-line information source?
… can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php
… can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php &quot;As you know, I am an Apple fanati...
 
authentic
fast, not flashy user friendly language all browsers
http://marketshare.hitslink.com/ Scale only approximate 8% 68% .7% .6% 1% 21%
how does your website look  on mobile devices?
fast, not flashy user friendly language all browsers cms vdo
www.tubemogul.com
fast, not flashy user friendly language all browsers cms vdo news/updates
 
underspent it  is  the future repair, reuse, recycle
4 check your search strategy
Marketing Sherpa Business Technology Survey 2007. Technology purchases over $25K 80% said  they  found the vendor
*Enquiro  Business to Business Survey 2007   of those find their ultimate vendor on-line  80% use search  70% Of those who...
http://battellemedia.com/archives/000063.php John Battelle the database  of intentions… “
do you have a search strategy for your business?
Organic Listings Search Engine Optimization (SEO) Paid Listings Search Engine  Marketing (SEM)
 
 
 
 
underspent it  is  the future repair, reuse, recycle check your search strategy
3 CPA ROI
 
From the George Grantham Bain collection at the Library of Congress. According to the library, there are no known restrict...
underspent it  is  the future repair, reuse, recycle check your search strategy CPA, ROI
2 inter actions trans actions
Sales Funnel Action
Sales Funnel Downturn = Judicious Consumers Action
Sales Funnel Downturn Web2.0 = Judicious Consumers Peer  Reviews Action Social Networks
anyone read  on-line  reviews?
<ul><ul><li>#2 driver of purchase decisions  (#1: personal advice from a friend) </li></ul></ul><ul><ul><li>user reviews m...
Tom Hagen: Your father wouldn't want to hear this, Sonny.   This is business not personal. 20 th  Century
Tom Hagen: Your father wouldn't want to hear this, Sonny.   This is business not personal. today, business  is  personal
anyone happen to belong to a social networking site?
87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008
Sales Funnel Downturn Web2.0 = Judicious Consumers Peer  Reviews Action Social Networks
62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/...
“ Across all of Bazaarvoice clients, four and five-star reviews outnumber one and two-star ratings seven to one”
of course, it isn’t  all  good,  all  the time…
 
do you know what people are saying about you?
www.serph.com www.monitter.com http://spy.appspot.com www.blogpulse.com
http://www.ideastorm.com/ bonus: new product development
Solving customer problems quickly bonus: new product development customer service
Solving customer problems quickly bonus: new product development customer service
“ Jeff” put in the equivalent of 4 months work last year on the Dell community support forum “ I actually enjoy helping pe...
underspent it  is  the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions
1 creative  use of digital is dynamite
Tourism Queensland   www.IslandReefJob.com  $150,000  6-months caretaker & blogger on Great Barrier Reef 1 million visits ...
Tourism Queensland   www.IslandReefJob.com  1 million visits in 7 days
Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50 bloggers www.coraline.com
Desktop Widgets click on icon to see offer 2m downloads  $80 m in direct sales in 1 st   year (2005) 2008 Q3: 10m clicks* ...
underspent it  is  the future repair, reuse, recycle check your search strategy CPA, ROI interactions  transactions creati...
www.DigiMarketingNow.com
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Marketing In A Downturn, Think Digital Ss

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Marketing in a Downturn: Think Digital presentation by Ian Fenwick to the Thai Canadian Chamber of Commerce (TCCC).
Follow me on Twitter, http://www.Twitter.com/DrIanFenwick. Or check out http://www.DigiMarketingNow.com

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Marketing In A Downturn, Think Digital Ss

  1. 2. weji crisis danger opportunity http://www.pinyin.info/chinese/crisis.html http://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011801881.html http://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1
  2. 3. http://snpp.com/episodes/2F08.html “ Look on the bright side, Dad. Did you know that the Chinese use the same word for &quot;crisis&quot; as they do for &quot;opportunity&quot;? Yes! Cris-atunity
  3. 4. the cris-atunity: digimarketing
  4. 5. digimarketing what is
  5. 6. 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
  6. 7. 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
  7. 8. DigiMarketing: The Essential Guide to New Marketing & Digital Media , Kent Wertime & Ian Fenwick, Wiley 2008 Digital Marketing, digimarketing , is the future evolution of marketing. It happens when the majority, or totality, of a company’s marketing uses digital channels. “ Thai Edition Nation Books 2009
  8. 9. are you doing digital marketing right now?
  9. 10. not new
  10. 11. 1957 ARPA first publically accessible on-line network 1979 1994
  11. 12. 1.4b + Asia 40% China 253 million 19%
  12. 13. why is digimarketing a cris-atunity? 7
  13. 14. 7 underspent
  14. 15. DigiMarketing underspent…worldwide Source:Neo@Ogilvy Marketers Lag Behind Their Markets % Consumer Time Spent Online % Advertising Dollars Spent Online
  15. 16. Thailand? 13m 20% Bangkok? business decision makers 80% top management 93% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
  16. 17. Hours/week, upmarket adults, Bangkok Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook hours / week % of total mktg spend Thailand, 2008 19 TV Magazines 5 1.1% Newspapers 5 Magazines 14 Internet (excl. email) 18% 6% 54%
  17. 18. Hours/week, upmarket adults, Bangkok TV Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook Internet (excl. email) 25-34 years old, hours / week % of total mktg spend Thailand, 2008 1.1% Internet (excl. email) 17 TV 17 Newspapers 4 Magazines 5 18% 6% 54%
  18. 19. 1.1% of marketing funds get spent on internet over 5 x more is spent on cinema over 6 x more is spent on outdoor almost 7 x more is spent on radio over 16 x more is spent on newspapers almost 50 x more is spent on TV Source: GroupM – 2008 Media Outlook
  19. 20. underspent <ul><li>bonus: </li></ul><ul><li>low entry costs & thresholds </li></ul><ul><li>your competition may not be there yet </li></ul>
  20. 21. 6 it is the future
  21. 22. it is not the strongest of the species that survives… nor the most intelligent… attributed, to Charles Darwin…but reportedly not found in his written works “
  22. 23. easier to learn if you start early… and you never forget Source: www.stockphotos.com
  23. 24. Ian Fenwick The only experiments doomed to failure, are those you don’t conduct. “
  24. 25. underspent it is the future
  25. 26. 5 repair, re-use, re-cycle
  26. 27. 1 = 7
  27. 28. 5 secs = 4 ever
  28. 29. 5 secs = 4 ever
  29. 30. fast, not flashy user friendly language
  30. 31. http://www.readwriteweb.com/archives/corporate_blogs_trust.php the least trusted on-line information source?
  31. 32. … can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  32. 33. … can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php &quot;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&quot; 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.&quot;
  33. 35. authentic
  34. 36. fast, not flashy user friendly language all browsers
  35. 37. http://marketshare.hitslink.com/ Scale only approximate 8% 68% .7% .6% 1% 21%
  36. 38. how does your website look on mobile devices?
  37. 39. fast, not flashy user friendly language all browsers cms vdo
  38. 40. www.tubemogul.com
  39. 41. fast, not flashy user friendly language all browsers cms vdo news/updates
  40. 43. underspent it is the future repair, reuse, recycle
  41. 44. 4 check your search strategy
  42. 45. Marketing Sherpa Business Technology Survey 2007. Technology purchases over $25K 80% said they found the vendor
  43. 46. *Enquiro Business to Business Survey 2007 of those find their ultimate vendor on-line 80% use search 70% Of those who say they don’t search 27% do! of business buyers go on-line during the buying process 85%
  44. 47. http://battellemedia.com/archives/000063.php John Battelle the database of intentions… “
  45. 48. do you have a search strategy for your business?
  46. 49. Organic Listings Search Engine Optimization (SEO) Paid Listings Search Engine Marketing (SEM)
  47. 54. underspent it is the future repair, reuse, recycle check your search strategy
  48. 55. 3 CPA ROI
  49. 57. 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 John [Nelson] Wanamaker (1838 –1922) a merchant, religious leader, civic and political figure: the father of modern advertising. Half the money I spend on advertising is wasted; the trouble is I don't know which half “
  50. 58. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI
  51. 59. 2 inter actions trans actions
  52. 60. Sales Funnel Action
  53. 61. Sales Funnel Downturn = Judicious Consumers Action
  54. 62. Sales Funnel Downturn Web2.0 = Judicious Consumers Peer Reviews Action Social Networks
  55. 63. anyone read on-line reviews?
  56. 64. <ul><ul><li>#2 driver of purchase decisions (#1: personal advice from a friend) </li></ul></ul><ul><ul><li>user reviews more influential than 3 rd party reviews 1 </li></ul></ul><ul><ul><li>86% read online reviews before buying (90% trust those reviews) 2 </li></ul></ul><ul><ul><li>70% who read reviews share them with friends, family, or colleagues 3 </li></ul></ul>1&quot;Web users and web community,&quot; Rubicon Consulting, Inc. October 2008 2 Kudzu.com survey of 600 users, December 2008 3Deloitte & Touche, September 2007 All quotes from www.bazaarvoice.com/industryStats.html
  57. 65. Tom Hagen: Your father wouldn't want to hear this, Sonny. This is business not personal. 20 th Century
  58. 66. Tom Hagen: Your father wouldn't want to hear this, Sonny. This is business not personal. today, business is personal
  59. 67. anyone happen to belong to a social networking site?
  60. 68. 87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008
  61. 69. Sales Funnel Downturn Web2.0 = Judicious Consumers Peer Reviews Action Social Networks
  62. 70. 62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/content/13386.asp
  63. 71. “ Across all of Bazaarvoice clients, four and five-star reviews outnumber one and two-star ratings seven to one”
  64. 72. of course, it isn’t all good, all the time…
  65. 74. do you know what people are saying about you?
  66. 75. www.serph.com www.monitter.com http://spy.appspot.com www.blogpulse.com
  67. 76. http://www.ideastorm.com/ bonus: new product development
  68. 77. Solving customer problems quickly bonus: new product development customer service
  69. 78. Solving customer problems quickly bonus: new product development customer service
  70. 79. “ Jeff” put in the equivalent of 4 months work last year on the Dell community support forum “ I actually enjoy helping people” Dell Community Forum averages 9,000 posts per week, posts that otherwise would have gone to Dell Support Lines Groundswell , Charlene Li and Josh Bernoff, : Harvard University Press, 2008 bonus: new product development customer service user support
  71. 80. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions
  72. 81. 1 creative use of digital is dynamite
  73. 82. Tourism Queensland www.IslandReefJob.com $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days
  74. 83. Tourism Queensland www.IslandReefJob.com 1 million visits in 7 days
  75. 84. Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50 bloggers www.coraline.com
  76. 85. Desktop Widgets click on icon to see offer 2m downloads $80 m in direct sales in 1 st year (2005) 2008 Q3: 10m clicks* www.southwest.com/ding/ * adage.com/article?article_id=132778
  77. 86. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions creative digital is dynamite 7
  78. 87. www.DigiMarketingNow.com

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