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The Role Of Digital Marketing
 

The Role Of Digital Marketing

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Presentation for BangkokBizNews on the role of digital marketing and digital media

Presentation for BangkokBizNews on the role of digital marketing and digital media

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    The Role Of Digital Marketing The Role Of Digital Marketing Presentation Transcript

    • The Role of Digital Marketing in Current Digital Age
      Dr Ian Fenwick
      Sasin Graduate Institute of Business Administration
      BangkokBizNews, July 24, 2009
      NPS Photo
    • what is digimarketing?

    • Digital Marketing, digimarketing, is the evolution of marketing.
      It happens when the majority, or totality, of a company’s marketing uses digital channels.

    • …the future is already here.
      It's just not very evenly distributed.
      WilliamGibson
    • 1
      2
      3
      opportunity
      digital media
      difference
    • 3
      1
      opportunity
      2
    • why a digimarketing opportunity?
      under spent
    • Internet penetration 2009
      1.6 billion +
      www.internetworldstats.com/
      http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
    • % Advertising Dollars Spent Online
      % Consumer Time Spent Online
      marketing lag
      Source:Neo@Ogilvy
    • Internet users, end 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,
    • Thailand: 13.5m 21%
      Bangkok:
      biz decision-makers 80%
      top management 93%
      Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
      www.internetworldstats.com/stats3.htm#asia
    • Media use, hours/week, upmarket adults, Bangkok,
      hours/week
      14
      Internet (excl. email)
      1.1%
      19
      TV
      Magazines
      Newspapers
      54%
      5
      % of total mktgspend Thailand, 2008
      18%
      5
      6%
      Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
      Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
    • Media use, hours/week, upmarket adults, Bangkok,
      25-34 years old,
      hours/week
      17
      Internet (excl. email)
      Internet (excl. email)
      1.1%
      17
      TV
      Newspapers
      Magazines
      54%
      4
      % of total mktgspend Thailand, 2008
      18%
      5
      6%
      Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
      Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
    • 1.1% of marketing funds get spent on internet
      over 5 x more spent on cinema
      over 6 x more spent on outdoor
      almost 7 x more spent on radio
      over 16 x more spent on newspapers
      almost 50 x more spent on TV
      Source: GroupM – 2008 Media Outlook
    • mis-allocation of resources
    • why a digimarketing opportunity?
      under spent
      the future
    • digital will predominate

    • it is not the strongest of the species that survives…
      nor the most intelligent…
      it is the one most adaptable to change
    • easier to learn if you start early…
      and you never forget
      Source: www.stockphotos.com
    • why a digimarketing opportunity?
      under spent
      the future
      trackable

    • Half the money I spend on advertising is wasted;
      the 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
    • Best Practices for Optimizing Web Advertising Effectiveness, R E Bruner and M Gluck, Doubleclick May 2006
      http://www.doubleclick.com/insight/gallery/examples/dolby-ocean.asp
      http://www.doubleclick.com/insight/gallery/examples/dolby-storm.asp
    • Cost per Click
      Cost per Action
    • why a digimarketing opportunity?
      under spent
      the future
      trackable
    • 3
      1
      opportunity
      2
    • 3
      2
      digital media
      1
    • how are digital media different?
      new media model
    • 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.
      Now it’s the people who are taking control
      “His Space,” Spencer Reiss July 2006
    • Traditional Media Model
      modest returns to creators
      expensive channel, production & filtering
      $$$eyeballs
      creatives
      publishers, editors
      bookstores, news stands, TV/radio stations
      consumers
    • Consumers Generate Content
      Internet Publication
      Internet Distribution
      modest returns to creators
      near free channel, free peer filtering
      modest returns to creators
      Consumers
      Generate Content
      New Media Model
    • Posted Nov 20, 2003
      1 million+ downloads in 6 weeks
    • read blogs?
    • 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
    • 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
    • Digital respect
    • Thinking about using the internet, which of the following have you done? Start my own blog (% of population 16-54 year-olds)
      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
    • 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
    • heard of Twitter?
      do you tweet?
    • www.Twitter.com/DrIanFenwick
      http://www.readwriteweb.com/archives/twitter_passes_nyt_wsj_in_unique_visitors.php
    • Solving customer problems quickly
      Solving customer problems quickly

    • Virgin’s perspective about social media isn’t a marketing channel but an engagement channel.
      We ask our community to answer questions. We love social media.”
      20,000+ followers on twitter: most common question: should I fly Virgin?
      “the community closes the sale”
      Porter Gale, V-P Marketing Virgin America
      http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/
    • how are digital media different?
      new media model
      mobile
    • World population?
      Internet users?
      Landline phones?
      Credit cards?
      TV sets?
      Mobile phone subscribers?
      Thailand?
      http://www.itu.int/ITU-D/ict/newslog/Indonesia+Overtakes+Japan+To+Take+Third+Place+In+Asia+Subscriber+Rankings.aspx
      Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
    • 1st SMS sent 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
    • how does your website look
      on mobiles?
    • how are digital media different?
      new media model
      mobile
      unique
    • Canon Rebel 350
      3 years old, #560151117
    • collect data, drop by drop
      personalizecontent
    • 3
      difference
      1
      2
    • 4 P’s of marketing
      Promotion
      Place
      Price
      Product
    • 4 P’s of digimarketing
      • clear opt-in
      • easy opt-out
      • customer-chosen content & frequency
      • contextual relevance
      Permission
    • claims 10 million downloads
      240,000 per week
      www.Sanook.com
    • Participation
      • clear opt-in
      • easy opt-out
      • customer-chosen content & frequency
      • contextual relevance
      Permission
    • Source: OgilvyOne, Thailand
    • MK GAME
    • belong to a social networking
      site?
    • social networks
      www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr
    • Facebook
      132 m unique visitors, June 2008world’s fastest growing social networking site
      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/
    • http://pagedata.insidefacebook.com/
    • How much do you trust the following information sources?
      http://www.readwriteweb.com/archives/corporate_blogs_trust.php
    • …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
    • http://en.community.dell.com/blogs/direct2dell/
    • read
      on-line
      reviews?
      • #2 driver of purchase decisions (#1: personal advice from friend)
      • user reviews more influential than 3rd party reviews1
      • 86% read before buying(90% trust)2
      • 70% who read reviews share them with friends, family, or colleagues3
      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
    • 62% of brand-related talk features products in a positive light
      < 1% feature products negatively
      www.imediaconnection.com/content/13386.asp
    • do you know what people say about you?
    • www.serph.com
      www.monitter.com
      http://spy.appspot.com
      www.blogpulse.com
    • 4 P’s of digimarketing
      Profile
      • opportunities to review,
      • to comment,
      • to tag
      • to upload
      • to engage
      • social CRM
      Participation
      Permission
    • 4 P’s of digimarketing
      Personalization
      • collect data, quizes, games
      • drop by drop
      • build participant insights
      • link to physical channels
      Profile
      Participation
      Permission
    • 1
      2
      3
      opportunity
      digital media
      difference
    • www.slideshare.net/ian.fenwick
      www.twitter.com/DrIanFenwick
      www.DigiMarketingNow.com