2010 06-29 introduction ss

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introduction to digiAindra and what we do for your digital marketing
based in thailand with digital marketing across Asia

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  • Not to be doing digital means something…
  • Not to be doing digital means something…
  • And the third P is profile: what I have been calling informative participation uses the participation to build information about the market. A key characteristic of digital media is that they are UNIQUE. Every mobile has a unique number, every device connected to the internet as a unique IP (internet protocol) address…even every digital camera has a unique identifier which it embeds in every photo you take, unless you disable it.This means that I can build a profile bit by bit. I don’t need to ask all the questions today. I can get a little today and a little tomorrow. Oh and by the way I can make it part of my regular marketing…I don’t need a special market research survey, data collection is built right into my digital marketing.Then of course there’s privacy…and this will be THE issue of the decade: the tension between profile and privacy. I will return to this in a moment.
  • Why do we want that profile? So we can personalize…and I mean personalize in a meaningful way. Not simply sending me emails addressed to Mr Ian, but sending content in which I am interested…content that is automatically fitted to my profile.I often wonder why my mobile phone service provider who I have dealt with for 10 years, made countless calls, sms’s, internet connections…who tells me I am a Platinum member (which gives me preferential parking)…continues to send me information in a language I can’t read.
  • Whereas look at Amazon. I have only twice bought from Amazon, but I often visit to search for information. If I enter the site not logged in, I receive the generic home page. A ho-hum selection of stuff. But if I log-in, I get this. Which is FAR more interesting to me. This is personalized based on everything I have ever done (while logged in) at Amazon.I recently read that personalized ads are twice as effective as unpersonalized.Now remember I mentioned privacy? If marketers are so crass and uncaring (can you believe in the concept of crass, uncaring marketers?) as to raise consumers privacy concerns, what will consumers do? Cut them off from the info needed to profile…so no personalization…and the big payoff of digital for both consumers and marketers will go unrealized.We can see this being played out right now: in the last week Facebook changed the rules on how long your data can be stored by third parties, and in where that data can be collected, and in what is private by default. Privacy concerns are spreading like wildfire and instructions on how to “secure” your Facebook data are being circulated virally. Yet what’s the harm in letting a music site know who your favourite musicians are? Then they can show you the latest offers on those songs first.Once consumers are spooked, it’s hard to un-spook them. Understanding the boundaries of privacy, and for what it will be sacrificed, will become a crucial goal of market research.
  • 2010 06-29 introduction ss

    1. 1. digimarketing in Action<br />13th July 2010<br />Turnkey Digital Marketing <br />group@digiAindra.com <br />
    2. 2. digiAindra creates & implements strategic digital marketing solutions for your brands<br />we work closely with you, to:<br /><ul><li>plan strategic digital marketing presences that will build your brands
    3. 3. implement & optimize those presences: measuringresults & tracking performance
    4. 4. provide on-going nurture & innovation for your digital marketing</li></ul>what does digiAindra co ltd do?<br />
    5. 5. “<br />Digital Marketing (digimarketing) is the evolution of marketing happening when the majority of a company’s marketing uses digital channels<br />DigiMarketing<br />3<br />
    6. 6. implementation<br />planning<br />nurture<br />
    7. 7. Founding Partners of digiAindra<br />Ian Fenwick an experienced management educator, digital marketing consultant & strategic analyst. Ian recently co-authored DigiMarketing: The Essential Guide to New Media and Digital Marketing, published by Wiley & Son (available in 6 languages). <br />In its first few months, Norman Pearlstine (former Editor-in-Chief of Time, Inc. and Managing Editor, the Wall Street Journal) has hailed it as “the definitive guide to marketing in the digital age”. <br />AungKyaw Moe, a successful serial entrepreneur, has over 10 years experience in system design, software application developments & user-interface development.<br />Nick Pisalyaput is an experienced investor and entrepreneur. He has founded or co-founded many ventures in industries including real-estate, property management, restaurant, catering, & alternative energy fields. He continues to hold directorships at many of these. <br />
    8. 8. brand building<br />edm lists<br />SEM<br />edm<br />email, ezines<br />games, virtual worlds <br />web<br />sites <br />e-commerce<br />digital presence<br />SEO<br />augmented reality<br />nurture your <br />digital presence<br />face-<br />book<br />QR codes<br />twitter<br />mobiles, LBM<br />video<br />digimarketing: lots of moving parts<br />
    9. 9. digiMarketing 7-step Planning Framework©<br />KPI’s<br />What business results are you after? How will we measure success?<br />On-going Monitoring & Nurture<br />Participants<br />Brand Proposition<br />Who are your participants? What do you know of their digital lifestyles? How will we learn more?<br />Monitoring & response system, nurture relationships; scan for new technologies<br />What distinguishes your brand? What distinctive customer benefits do you offer?<br />Analytics<br />Media:digital, traditional<br />Where are your participants; where will they be? How can you own your communications<br />Set up & monitor an analytics system; optimize based on results<br />Content<br />What one-time & on-going content will you need?<br />How will we involve participants to help?<br />
    10. 10. Agenda<br />Digital will dominate<br />An opportunity for the agile<br />Social media marketing<br />
    11. 11. Agenda<br />Digital will dominate<br />
    12. 12. Most essential medium, US 2010<br />Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php<br />http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf<br />“Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”<br />42%<br />37%<br />14%<br />5%<br />10<br />
    13. 13. Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail<br />If you don’t do digital…<br />“<br />What does it say about a brand if they aren’t involved with sites like Facebook or Twitter?<br />It shows they’re not really with it or in tune with the new ways to communicate with customersFemale aged 18-24<br />
    14. 14. Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail<br />If you don’t do digital…<br />“<br />What does it say about a brand if they aren’t involved with sites like Facebook or Twitter?<br />Either they’re not interested in the demographic that frequents Facebook & Twitter, or they’re unaware of the opportunityto get more exposureMale aged 35-39<br />
    15. 15. Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail<br />If you don’t do digital…<br />“<br />What does it say about a brand if they aren’t involved with sites like Facebook or Twitter?<br />It's EXPECTEDthat a company have some digital face whether it's on FB or Twitter…they need a strong electronic presence oryou doubt their relevancein today's marketplace<br />Female aged 50-54<br />
    16. 16. http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/<br />We are in the middle of a digital revolution. <br />Now I know everybody talks about digital right now etc etc. But the truth of the matter is, I think it is bigger than even the most stretchy visions.<br />“<br />“<br />Digital marketing’s like high school sex.<br />Everybody’s talking about it. Few people are doing it, and those that are doing it, aren’t doing it very well<br />Keith Weed<br />Chief Marketing Officer, Unilever<br />June 25, 2010<br />
    17. 17. By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States. <br />Behaviour Changing<br />
    18. 18. By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States. <br />Behaviour Changing<br />
    19. 19. Agenda<br />Digital will dominate<br />
    20. 20. Agenda<br />Digital will dominate<br />An opportunity for the agile<br />
    21. 21. Opportunity<br />…for agile players<br />with a newmindset<br />DigiMarketing<br />
    22. 22. How is Digital Marketing Different?<br />4Ps<br />
    23. 23. 4Ps<br />Permission<br />Participation<br />The 4Ps of digimarketing<br />
    24. 24. 22<br />
    25. 25. Today’s Consumers<br />
    26. 26. 4Ps<br />Permission<br />Participation<br />The 4Ps of digimarketing<br />Profile<br />(Privacy)<br />
    27. 27. Personalization<br />“<br />behaviorally targeted ads twice as effective<br />4Ps<br />The 4Ps of digimarketing<br />(Privacy)<br />Profile<br />Permission<br />Participation<br />
    28. 28. Personalization<br />
    29. 29. Agenda<br />Digital will dominate<br />An opportunity for the agile<br />
    30. 30. Agenda<br />Digital will dominate<br />An opportunity for the agile<br />Social media marketing<br />
    31. 31. “<br />time spent on social networking sites increased from 3 hours a month to 5.5 hours a month in the last year…<br />a staggering 82% increase<br />NielsenWire, 2010<br />Social networks are mainstream<br />http://www.hotelmarketing.com/index.php/content/article/social_media_in_travel_becomes_a_legitimate_business_force<br />
    32. 32. “<br />In June 2020, on average, the global consumer spends about 1 in every 4.5 minutes online on blogs or social networking sites<br />The Nielsen Company<br />Social networks are mainstream<br />http://www.emarketer.com/Article.aspx?R=1007797<br />
    33. 33. Social networks are different<br />traditional marketing = monologuesmarketers talked, people listened (maybe)<br />people are tiredof monologues, they want dialogues<br />digimarketing = conversations<br />
    34. 34. 76%<br />Yankelowich<br />Advertising lies…<br />
    35. 35. “<br />…internet users trust recommendations from people they know<br />& opinions posted by unknown consumers online<br />more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media<br />Nielsen Online, April 2009<br />Social networks don’t lie…<br />Cited in http://www.bazaarvoice.com/resources/stats<br />
    36. 36. Social media are about brands<br />33% talk about brands<br />32% make brand recommendations<br />30% seek advice<br />at least once a week<br />http://www.briansolis.com/2010/07/are-your-ears-burning-in-social-networks-one-third-of-consumers-talk-brands-every-week/<br />
    37. 37. Social media impact brands<br />51%<br />60%<br />67%<br />79%<br />more likely to buyat least one brand since becoming fan/follower<br />more likely to recommendat least one brand since becoming fan/follower<br />http://www.briansolis.com/2010/07/are-your-ears-burning-in-social-networks-one-third-of-consumers-talk-brands-every-week/<br />Data was collected from 1,504 adults (aged 18 and over) via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey between February 8, 2010 and February 9, 2010. <br />
    38. 38. http://www.briansolis.com/2010/06/in-social-media-engagement-has-its-rewards/<br />…brand ambassadors are fans<br />
    39. 39. http://www.briansolis.com/2010/06/in-social-media-engagement-has-its-rewards/<br />…and followers<br />
    40. 40. http://www.facebook.com/#!/cocacola?ref=ts&ajaxpipe=1&__a=60<br />
    41. 41. Agenda<br />Digital will dominate<br />An opportunity for the agile<br />Social media marketing<br />
    42. 42. implementation<br />planning<br />Your Brand<br />nurture<br />
    43. 43. THANK YOU<br />digimarketing in Action<br />ian@digiAindra.com <br />

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