Marketing In A Downturn, Think Digital Ss

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

http://snpp.com/episodes/2F08.html “ Look on the bright side, Dad. Did you know that the Chinese use the same word for "crisis" as they do for "opportunity"? Yes! Cris-atunity

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.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 & 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

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 % Advertising Dollars Spent Online

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

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%

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%

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

underspent

bonus:

low entry costs & thresholds

your competition may not be there yet

6 it is the future

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 “

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

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 "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."

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 say they don’t search 27% do! of business buyers go on-line during the buying process 85%

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 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 “

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?

#2 driver of purchase decisions (#1: personal advice from a friend)

user reviews more influential than 3 rd party reviews 1

86% read online reviews before buying (90% trust those reviews) 2

70% who read reviews share them with friends, family, or colleagues 3

1"Web users and web community," 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

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/content/13386.asp

“ 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

“ 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

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 in 7 days

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* www.southwest.com/ding/ * adage.com/article?article_id=132778

underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions creative digital is dynamite 7

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