digital marketing today presented at Tourism Technology Association, Phuket, Feb 09 2011

4,210 views

Published on

DigiMarketing (Digital Marketing) Today, Prepared for Tourism Technology Association meeting, Phuket February 9, 2011.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,210
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
59
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

digital marketing today presented at Tourism Technology Association, Phuket, Feb 09 2011

  1. 1. Digital Marketing Today<br />Ian Fenwick<br />Tourism Technology Association9th February 2011<br />
  2. 2. William Gibson<br />The future is already here.It's just not very evenly distributed<br />“<br />
  3. 3. http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/<br />Digital marketing’s like high school sex.<br />“<br />“<br />we fish where the fishes are<br />Everybody’s talkingabout it. Few people are doing it, and <br />those that are doing it,aren’t doing it very well<br />Keith Weed<br />Chief Marketing Officer, Unilever<br />June 25, 2010<br />
  4. 4. digital days<br />digimarketing mindset<br />do it now<br />
  5. 5. Internet penetration 2010<br />1.97 billion + (29%)<br />http://internetworldstats.com/ Stats taken from site December 2010<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />dstats.com/<br />
  6. 6. Asia 42% (825m)<br />(21.5% penetration)<br />China 420 million<br />(31.6%)<br />http://internetworldstats.com/ Stats taken from site December 2010<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />dstats.com/<br />Many don’t realize that the web will soon be predominantly Asia<br />
  7. 7. http://www.netboosterasia.com/news.phphttp://internetworldstats.com/<br />http://www.nationmultimedia.com/2010/02/09/pda/technology_30122120.html<br />http://asiancorrespondent.com/jon-russell/2010/01/20/12-million-mobile-internet-users-in-thailand-says-ais<br />Internet in Thailand<br />of Thailand’s population<br />17.4m, 26%<br />66%of Bangkok’s population<br />30m mobile internet users by 2014<br />
  8. 8. Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook community<br />http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market <br />
  9. 9. http://www.socialbakers.com/facebook-statistics/<br />January 2011<br />US is the largest country on Facebook…and the second largest?<br />
  10. 10. http://www.socialbakers.com/facebook-statistics/<br />Thailand is 21st largest FB country, adding about 600,000 people EVERY MONTH <br />January 2011<br />
  11. 11. http://www.socialbakers.com/facebook-statistics/<br />January 2011<br />Indonesia…Seems likely that penetration rates will converge & FB will look more like the world <br />
  12. 12. Do you check/update Facebook or Twitter after you go to bed?<br />And this is bring behavior change…<br />http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F<br />
  13. 13. Do you check/update Facebook or Twitter first thing in the morning? <br />http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F<br />
  14. 14. European Travel Market (€ billions)<br />on-line travel sales<br />total travel<br />254<br />100<br />26%<br />200<br />65<br />50<br />100<br />7%<br />0%<br />0<br />0<br />1998<br />2009*<br />2003<br />Behavior change nowhere more apparent than in the travel market<br />Source: Carl H. Marcussen, Centre for Regional and Tourism Research, www.crt.dk/trends, 23 March 2009<br />
  15. 15. Travelers’ road to decision: 2009<br />read on-line reviews<br />41%<br />52%<br />use OTA<br />use on-line search<br />64%<br />Source:: “The Traveler’s Road to Decision” by Google and OTX, 2009<br />
  16. 16. Story is told of the frog: in a pan of water, slowly warmed, frog will sit happily until the water boils and the frog dies…the story’s not true. Frogs don’t wait around to die: they jump. Will you jump to digital? Or will you get slowly boiled?<br />
  17. 17. Agenda<br />daze<br />digital<br />Many marketers find that “digital days” are really digital DAZE<br />
  18. 18. digimarketing: lots of moving parts<br />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 />mobilesLBM<br />video<br />
  19. 19. digital days<br />digimarketing mindset<br />Agenda<br />
  20. 20. Copyright Ian Fenwick<br />What is digital marketing?<br />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<br />
  21. 21. “<br />Digital Marketing (digimarketing)is the evolution of marketing …happening when the majority of a company’s marketing uses digital channels<br />
  22. 22. Price<br />Product<br />Place<br />Promotion<br />Traditional 4 P’s<br />
  23. 23. Digimarketing 4 P’s<br />Permission<br />Start from PERMISSION, don’t Spam<br />
  24. 24. Digimarketing 4 P’s<br /><ul><li>clear opt-in
  25. 25. easy opt-out
  26. 26. customer-chosen content & frequency
  27. 27. relevance</li></ul>Permission<br />
  28. 28. Digimarketing 4 P’s<br />Permission<br />Participation<br />
  29. 29. Many marketers have a picture of their consumers that’s like this…maybe TV is bigger (and thinner). What do marketers call their markets?<br />26<br />
  30. 30. Targets! Target markets. And what do targets do? Nothing…they wait to have stuff fired at them…and if we miss, fire more messages. That was old-style marketing<br />27<br />
  31. 31. Today’s Consumers<br />Today’s consumers aren’t lean back coach potatoes, passive targets…they are lean forward, involved PARTICIPANTS<br />
  32. 32. Source: OgilvyOne, Thailand<br />This email piece, consumers had to work with to reveal the message<br />
  33. 33. Source: Asiasoft (Thailand) <br />This game was branded with the client’s branding. Spending money at the restaurant got you codes for virtual goods in the game.<br />
  34. 34. And viral marketing rests crucially on consumer participating…<br />http://www.slideshare.net/rashmi/meet-dave-meet-slideshare<br />
  35. 35. Social media are the ultimate in participation…& that builds TRUST<br />“<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 />Cited in http://www.bazaarvoice.com/resources/stats<br />
  36. 36. “<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 />Cited in http://www.bazaarvoice.com/resources/stats<br />User created reviews…more participation<br />globally more than 2/3rd consumers read online reviews when making purchase decisions<br />
  37. 37. consider<br />aware<br />like<br />engaged<br />ready to act<br />ACTION<br />We used to draw the sales funnel like this, ending with ACTION (purchase)<br />
  38. 38. consider<br />aware<br />like<br />advocate<br />Then we realized that after purchase we could get loyalty & even BRAND ADVOCATES<br />engaged<br />ready to act<br />ACTION<br />loyal<br />
  39. 39. Now we start to see the funnel on its side as a MEGAPHONE to let the participation of advocates build our brand<br />consider<br />ready to act<br />engaged<br />like<br />advocate<br />ACTION<br />aware<br />Social Megaphone<br />
  40. 40. Third P: Profile. Using the participation to learn more about our customers…one at a time<br />Permission<br />Profile<br />Participation<br />
  41. 41. “<br />Personalization<br />Permission<br />Profile<br />Participation<br />behaviorally targeted ads twice as effective<br />We used to draw the sales funnel like this, ending with ACTION (purchase)<br />
  42. 42. Personalization<br />Permission<br />Profile<br />Participation<br />Then we use that profile information to PERSONALIZE the offer<br />
  43. 43. Not logged in Amazon can’t personalize<br />
  44. 44. Now logged in I get my personal page<br />
  45. 45. Personalization<br />Trip Advisor uses Facebook’s Instant Personalization<br />http://www.rottentomatoes.com/<br />
  46. 46. Personalization<br />See friends reviews, activity<br />http://www.rottentomatoes.com/<br />
  47. 47. Personalization<br />Places visited: the start of social search?<br />http://www.rottentomatoes.com/<br />
  48. 48. Personalization<br />Permission<br />Profile<br />Participation<br />Profile (privacy)<br />There’s another P lurking: PRIVACY. We are already seeing the tension between Profile & the resulting personalization…and Privacy<br />
  49. 49. Marketers need to take care how they implement personalization.<br />If consumers get freaked out about privacy, they’ll cut us out of profile-building<br />“<br />Personalization<br />Permission<br />Profile<br />Participation<br />behaviorally targeted ads twice as effective<br />
  50. 50. Personalization or stalking?<br />A blogger visits Kuoni site and researches holidays in Thailand.<br />Then gets served these banners on another site.<br />Zero benefit to him…just that uneasy feeling that Big Brother is watching<br />Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html<br />http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html<br />
  51. 51. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld<br />But if we offer benefit, like this free Guinness app for the Hong Kong Rugby Sevens, consumers will invite us in, even to the privacy for their mobile phone<br />
  52. 52. digital days<br />digimarketing mindset<br />do it now<br />
  53. 53. site speed<br />If you do nothing else, make sure your site is FAST. You have 4 or 5 seconds for me to see what I want, or at least the route to what I want.<br />Speed before graphics, flash, video.<br />http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010<br />http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/<br />
  54. 54. site speed<br />browsers<br />Make sure your site works well in ALL major browsers: deliver different versions to different browsers if necessary…<br />2%<br />5%<br />8%<br />23%<br />60%<br />http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010<br />http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/<br />
  55. 55. site speed<br />browsers<br />2013<br />Don’t forget tablets and other mobiles.<br />By 2013 (2 years time) there will be more mobiles that can browser the web than computers. By 2015 mobile will the browser of choice<br />2%<br />5%<br />2015<br />http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010<br />http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/<br />
  56. 56. speed<br />browsers<br />user friendly<br />Of course you want your site user friendly…so who do you check that with? Marketing? PR? IT?...<br />
  57. 57. speed<br />browsers<br />user friendly<br />YES users…how you checked your site with at least 5 or 6 users?<br />
  58. 58. speed<br />browsers<br />user friendly<br />Again don’t forget mobiles…<br /><ul><li>special mobile version
  59. 59. save space
  60. 60. simplify menus
  61. 61. separate/highlight buttons
  62. 62. minimize text entry </li></li></ul><li>speed<br />browsers<br />user friendly<br />content plan<br />Content is the elephant in the room<br />
  63. 63. speed<br />browsers<br />user friendly<br />content plan<br />
  64. 64. speed<br />browsers<br />user friendly<br />content plan<br />Digital eats up content like an elephant eats food…and digital (especially social) needs constant feeding. <br />When you start everyone has content; everyone helps.<br />Make sure you decide who will feed content in the long-term.<br />
  65. 65. speed<br />browsers<br />user friendly<br />content plan<br />search strategy<br />
  66. 66. you are here<br />over 184 m domains<br />
  67. 67. search the database of intentions…<br />John Battelle<br />http://battellemedia.com/archives/000063.php<br />The marketers dream: let’s you see consumers’ intentions<br />
  68. 68. speed<br />browsers<br />user friendly<br />content plan<br />search strategy<br />Search engine optimization: getting towards the top of the organic results (SEO)<br />Search engine marketing: buying the search ads (SEM)<br />seo<br />sem<br />
  69. 69. Paid Search<br />Google Places<br />Organic Search<br />
  70. 70. phrases<br />pages<br />People search for phrases not words (and the phrases are getting longer).<br />Every page on your site is a chance to be found for a phrase. Focus each page on a phrase.<br />And make it a phrases USERS search for<br />
  71. 71. phrases<br />pages<br />long-tail<br />If you go long-tail, it’ll be cheaper and likely better conversion rates<br />
  72. 72. number of searches<br />Long-tail phrases likely have less competition…AND tell you more about what the customer really wants, so more likely to convert.<br />Of course each phrase is used less often, so need to buy lots of them<br />more specific<br /><br /><br />more generic<br />http://www.leftclick.com/blog/chasing-the-long-tail<br />
  73. 73. number of searches<br />11,900,000<br />11 ads page 1<br />11 ads page 2<br />11 ads page 3<br />264,000<br />2 ads on p1<br />45,900<br />1 ad p1<br />wheelchair accessible hotel Phuket<br />more specific<br /><br /><br />hotel Phuket<br />more generic<br />long stay hotel Phuket<br />http://www.leftclick.com/blog/chasing-the-long-tail<br />
  74. 74. speed<br />browsers<br />user friendly<br />content plan<br />search strategy<br />social media<br />
  75. 75. people sharing content with people<br />creating content for people<br />people helping each other;<br />and bypassing traditional <br />marketing…like yours<br />What are Social Media?<br />
  76. 76. “<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 />http://www.emarketer.com/Article.aspx?R=1007797<br />
  77. 77. traditional marketing was a monologuemarketers talked, people listened (maybe)<br />people are tiredof monologues, they want dialogues<br />social network marketing is a series of conversations<br />
  78. 78. go where your customersalreadygo<br /> engage early adopter employees<br />Don’t try to build your own social network. Unless you have a VERY specialized community, it’s too late. Go where your consumers already go<br />
  79. 79. Provide some guidelines to engagement<br />http://www.intel.com/sites/sitewide/en_us/social-media.htm<br />
  80. 80. go where customersgo<br /> engage early adopter employees<br /> be transparent:insincerity hard to hide<br /> …but judicious: you’re speaking to half a billion people, your words last forever<br />read, listen,monitor<br />
  81. 81. http://mashable.com/2010/06/21/virgin-america-klout-influencers/<br />Are you monitoring<br /> What’s being said? <br /> What’s the sentiment?<br /> Who’s talking?<br /> Who are the opinion leaders? <br />
  82. 82. Are you monitoring<br /> What’s being said? <br />What’s the sentiment?<br /> Who’s talking?<br /> Who being listened to?<br />who are opinion leaders?<br />About you?<br /> About your competitors?<br /> About your partners (channel etc.)?<br /> About the market?<br />incredible market research opportunity<br />
  83. 83. go where customersgo.NASBN<br /> engage early adopter employees<br /> be transparent:insincerity hard to hide<br /> …but judicious: you’re speaking to half a billion people, your words last forever<br />read, listen,monitor<br />write whatyou know; take responsibility.You represent your brand<br />
  84. 84. make it a genuine conversation<br /><ul><li>reflect on others’ comments
  85. 85. and reply, acknowledge, them
  86. 86. on a timely basis</li></li></ul><li>make it a genuine conversation<br />add value: earn attention,engage critics<br />admit mistakes, apologize, move on: if in doubt, wait and think before you hit enter<br />unify marketing across digital and non-digital channels<br />influence, express your view, nudge along…but don’t expect to control<br />
  87. 87. digital days<br />digimarketing mindset<br />do it now<br />
  88. 88. Source: OgilvyOne, Hong Kong, 2008,<br />The ultimate accolade for digital marketing. When a focus group participant was asked what she thought of Motorola’s digital ads at Hong Kong airport she said:<br />“<br />it’s not advertising, it’s just a really cool way to say goodbye<br />That’s what digital marketing is aiming for: marketing that isn’t marketing<br />
  89. 89. The End<br />
  90. 90. THANK YOU<br />www.About.Me/ianfenwick<br />

×