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Turn To Digital In A Downturn
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Turn To Digital In A Downturn

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Presentation to the British Chamber of Commerce Thailand on May 13 2009 by Ian Fenwick (Advisor to Sasin, and co-author of DigiMarketing: The Essential Guide to New Marketing & Digital Media....

Presentation to the British Chamber of Commerce Thailand on May 13 2009 by Ian Fenwick (Advisor to Sasin, and co-author of DigiMarketing: The Essential Guide to New Marketing & Digital Media.

Looks at the reasons why digital is ideal for a downturn, and gives hands-on advice on how to start.

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Turn To Digital In A Downturn Turn To Digital In A Downturn Presentation Transcript

  • www.DigiMarketingNow.com www.Twitter.com/Digi_Ian
  • 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
  • “Look on the bright side, Dad. Did you know that the Chinese use the same word for quot;crisisquot; as they do for quot;opportunityquot;? Yes! Cris-atunity http://snpp.com/episodes/2F08.html
  • the cris-atunity: digimarketing
  • what is digital marketing?
  • 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
  • definitely NOT digital marketing 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
  • 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 DigiMarketing: The Essential Guide to New Marketing & Digital Media, Kent Wertime & Ian Fenwick, Wiley 2008
  • …the future is already here. It's just not very evenly distributed. William Gibson
  • are you doing digital marketing right now?
  • 1957 ARPA 1979 first publically accessible on- line network 1994
  • 2007 survey 2,400+ households in US, UK, Germany, Japan & Australia
  • 48% 2+ hrs/day 9% 6+ hrs/day 71% 2+ hrs/day 19% 6+ hrs/day
  • Africa has c. 30% mobile penetration South Africa c. 90% mobile penetration Internet penetration 2007 1.4 billion + www.internetworldstats.com/ http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
  • Asia 40% China 253 million 19%
  • Forecast internet users, end 2008 Top 10 Top 10 Emerging Developed Markets Markets Brazil, Russia, India, Chi USA, Japan, Germany, U na, Mexico, Turkey, Ind K, France, Italy, Spain, C onesia, Iran, Poland, Sa anada, S udi Arabia Korea, Australia Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,
  • digital’s not just the internet
  • why is digimarketing a cris-atunity?
  • underspent
  • DigiMarketing underspent…worldwide % Consumer Time Spent Online 30% 25% 20% Marketers Lag Behind 15% Their Markets 10% 5% % Advertising Dollars Spent Online 0% 2003 2004 2005 2006 2007 2008 (E) Source:Neo@Ogilvy
  • 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 hours / week 14 Internet (excl. email) 1.1% 19 TV 54% 5 % of total mktg Newspapers spend Thailand, 2008 18% 5 Magazines 6% Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
  • Hours/week, upmarket adults, 25-34 years old, Bangkok hours / week 17 Internet (excl. email) 1.1% 17 TV 54% 4 % of total mktg Newspapers spend Thailand, 2008 18% 5 Magazines 6% 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 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: • your competition may not be there yet • low entry costs & thresholds
  • 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
  • “ The only experiments doomed to failure, are those you don’t conduct. Ian Fenwick
  • underspent it is the future
  • repair, re-use, re-cycle
  • 1 = 7
  • 5 secs = 4 ever
  • 5 secs = 4 ever
  • fast, not flashy user friendly tone
  • the least trusted on- line information source? http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  • …can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  • …can’t imagine why 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 8.9quot; 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; http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  • authentic
  • fast, not flashy user friendly tone all browsers
  • 68% 21% 8% 1% .7% .6% http://marketshare.hitslink.com/ Scale only approximate
  • how does your website look on mobile devices?
  • fast, not flashy user friendly tone all browsers cms vdo
  • www.tubemogul.com
  • fast, not flashy user friendly tone all browsers cms vdo news/updates
  • underspent it is the future repair, reuse, recycle
  • check your search strategy
  • Marketing Sherpa Business Technology Survey 2007. Technology purchases over $25K
  • 85% of business buyers go on-line during the buying process of those find their ultimate vendor on- 80% line 70% use search 27% Of those who say they don’t do! search *Enquiro Business to Business Survey 2007
  • “ the database of intentions… John Battelle http://battellemedia.com/archives/000063.php
  • do you have a search strategy for your business?
  • world population? about 6.6 billion on-line searches? about 61 billion, 2007 in August alone 31 billion at Google (+5 b YouTube) 8.5 billion at Yahoo! sites 3.2 billion at Baidu.com http://a-stat-a-day.com/?m=200710 comScore stats, based on top 50 internet properties where search activity is observed
  • Paid Listings Organic Listings Search Engine Search Engine Optimization (SEO) Marketing (SEM)
  • underspent it is the future repair, reuse, recycle check your search strategy
  • CPA ROI
  • “Half theadvertising money I spend on is wasted; the trouble is I don't know which half John [Nelson] Wanamaker (1838 –1922) a merchant, religious leader, civic and political figure: the father of modern advertising. 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
  • underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI
  • interactions transactions
  • Awareness Consideration Preference Action Sales Funnel
  • Awareness Consideration Preference Downturn = Judicious Consumers Action Sales Funnel
  • Awareness Consideration Preference Downturn Peer Social = ReviewsNetworks Judicious Consumers Web2.0 Action Sales Funnel
  • anyone read on-line reviews?
  • • #2 driver of purchase decisions (#1: personal advice from a friend) • user reviews more influential than rd party reviews1 3 • 86% read online reviews before buying 2 (90% trust those reviews) • 70% who read reviews share them 3 with friends, family, or colleagues 1quot;Web users and web community,quot; Rubicon Consulting, Inc. October 2008 2 Kudzu.com survey of 600 users, December 2008 All quotes from www.bazaarvoice.com/industryStats.html 3Deloitte & Touche, September 2007
  • anyone happen to belong to a social networking site?
  • Awareness Consideration Preference Downturn Peer Social = ReviewsNetworks Judicious Consumers Web2.0 Action Sales Funnel
  • 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.monitter.com www.serph.com http://spy.appspot.com www.blogpulse.com
  • bonus: new product development http://www.ideastorm.com/
  • How many people here read blogs? …write blogs?
  • Digital respect
  • almost 1.7 m US-based unique paid circulation visitors 2007 <4 million 33-48 m page-views (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
  • People trust people at least twice as much as ads http://www.nielsenbuzzmetrics.com/cgm
  • http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
  • bonus: new product development customer service Solving customer problems quickly
  • bonus: new product development customer service user support “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
  • underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions
  • creative use of digital is dynamite
  • $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days 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
  • Over 35,000 applicants
  • “ But while many will today learn their applications were not successful, blog sites and internet forums have been buzzing with complaints since the weekend, when the Tourism Queensland website crashed on the eve of the competition deadline Efforts by Tourism Queensland to boost the server supporting the site ahead of Sunday's international cut-off date failed, as the website was flooded with more than 7000 applications at once.
  • “ Despite 20 consecutive attempts… US hopeful Jeff Cook was unable to submit his video entry online The furious 51-year-old professional photographer…slammed the promoter, after he received an email from the website's regulators advising his application was not accepted because it exceeded the time limit …sending out a mass email with the subject line quot;The worst run contest in the world”
  • I made sure my video was exactly one minute long. I tested it on five different devices. They created a monster that got out of control and a lot of people wasted time and effort and now are being wrongly blamed. Tourism Queensland grossly underestimated the demand,quot; Mr Cook said. quot;Surprised by 30,000 entries? You've got to be kidding. How could they be so blind?quot; quot;With such an appealing prize that is open to people all around the world they should have expected at least 100,000 entries and planned for 500,000.
  • I made sure my video was exactly one minute long. I tested it on five different devices. They created a monster that got out of control and a Dude, youwasted time and effort and now arethe lot of people can’t take something off internet… blamed. being wrongly Tourism Queensland grossly underestimated the that’s like Cook said. take a pee out of a trying to demand,quot; Mr swimming30,000 entries? You've got to be quot;Surprised by pool kidding. How could they be so blind?quot; Joe Rogan, Newsradio quot;With such an appealing prize that is open to people all around the world they should have expected at least 100,000 entries and planned for 500,000.
  • www.coraline.com Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50 bloggers
  • Desktop Widgets click on icon to see offer 2m downloads $80 m in direct sales in 1st 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
  • www.DigiMarketingNow.com Follow me on Twitter, Ian_Digi
  • 4 P’s of marketing Promotion Place Price Product
  • 4 P’s of digimarketing • create relevant Personalization personalization • collect data • drop by drop Particulars • build participant profiles • opportunities to review, comment, tag Participation • upload • clear opt-in • easy opt-out Permission • customer-chosen content & frequency
  • www.DigiMarketingNow.com Follow me on Twitter, Ian_Digi