Digital marketing - recession-breaker? Digital is poised to be the potion that marketers will use to remedy their stifled marketing budgets. But have you kept up with the developments in the Digital space? What is Digital, how can it be used, when should it be used, and where should I begin? In true digital style, Ian will join us by videoconference from Thailand, to provide some background, an update and his latest professional thinking, with the facts and figures you need to face this new recession year.
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 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 definitely NOT digital marketing
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
… the future is already here. It's just not very evenly distributed. William Gibson “
Internet penetration 2007 1.4 billion + http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG www.internetworldstats.com/ Africa has c. 30% mobile penetration South Africa c. 90% mobile penetration
Forecast internet users, end 2008 <ul><ul><li>Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008, </li></ul></ul>Top 10 Developed Markets USA, Japan, Germany, UK, France, Italy, Spain, Canada, S Korea, Australia Top 10 Emerging Markets Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland, Saudi Arabia
digital’s not just the internet: traditional media go digital
… 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."
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?
about 61 billion, 2007 in August alone http://a-stat-a-day.com/?m=200710 comScore stats, based on top 50 internet properties where search activity is observed 31 billion at Google (+5 b YouTube) world population? about 6.6 billion 8.5 billion at Yahoo! sites 3.2 billion at Baidu.com on-line searches?
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
<ul><ul><li>#2 driver of purchase decisions (#1: personal advice from a friend) </li></ul></ul><ul><ul><li>user reviews more influential than 3 rd party reviews 1 </li></ul></ul><ul><ul><li>86% read online reviews before buying (90% trust those reviews) 2 </li></ul></ul><ul><ul><li>70% who read reviews share them with friends, family, or colleagues 3 </li></ul></ul>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
anyone happen to belong to a social networking site?
87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008
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
Content Creation Specialists Publishers, editors, vehicles Distribution channel (bookstores, newstands, TV/radio stations) Mass Media Consumers Traditional Media Model $$$ eyeballs expensive channel, production & filtering modest returns to creators
modest returns to specialist creators near free channel, free peer filtering modest returns to specialist creators New Media Model Generate Content Internet Publication Internet Distribution Consumers Consumers Generate Content
to find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Rupert Murdoch, quoted in Wired , July 2006 “
How many people here read blogs? … write blogs?
3 unique devices new media model targets become participants
Participatory 1:many iPod’s Dirty Secret the Niestat Brothers Posted Nov 20, 2003 1M+ downloads in 6 wks Apple expands iPod warranties Offers new battery replacement mail - in service
www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr social networks
Impressions: Reach & Frequency Slob Ogilvy: Toronto http://www.youtube.com/user/tuffsheet Seen by estimated 500 million people Estimates from Ogilvy & Mather. Represents viewership through all channels, inclusive of free Television exposure. Evolution Involvement & Sustained Engagement
4 unique devices new media model targets become participants consumers take charge
Access and Restriction New Restrictions Unprecedented Access Marketers and Channels
<ul><li>BBC Interview, March 18, 2008: </li></ul>It’s mine – you can’t have it. If you want to use it for something, then you have to negotiate with me. I have to agree. I have to understand what I’m getting in return “ personal data? Tim Berners-Lee
OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld branded utility
Consumers will give you info, if you give them benefit… first <ul><li>respect privacy </li></ul><ul><li>get permission </li></ul><ul><li>improve customer’s experience </li></ul>
5 unique devices new media model targets become participants consumers take charge mobile moves fastest
?? mobile phone subscribers 1.4b internet users 1.3b landline phones 1.5b email boxes 1.5b TVs Communities Dominate Brand s Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore World? c. 6.6 billion people device 1.4b credit cards 3.3b From: Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008
mobile phone display projects via contact lens HMD 35 gms 28" screen 6′ away
it’s not advertising, “ it’s just a really cool way to say goodbye ”
7 a new 4 P’s unique devices new media model targets become participants consumers take charge mobile moves fastest digital sticks
4 P’s of marketing Product Price Place Promotion
<ul><li>clear opt-in </li></ul><ul><li>easy opt-out </li></ul><ul><li>customer-chosen content & frequency </li></ul><ul><li>opportunities to review, comment, tag </li></ul><ul><li>upload </li></ul><ul><li>collect data </li></ul><ul><li>drop by drop </li></ul><ul><li>build participant profiles </li></ul><ul><li>create relevant personalization </li></ul>4 P’s of digi marketing Permission Participation Particulars Personalization
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