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Digi Marketing The Recession Breaker

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Digi Marketing The Recession Breaker

  1. 1. www.DigiMarketingNow.com www.Twitter.com/Digi_Ian
  2. 2. 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
  3. 3. http://snpp.com/episodes/2F08.html “ Look on the bright side, Dad. Did you know that the Chinese use the same word for "crisis" as they do for "opportunity"? Yes! Cris-atunity
  4. 4. why is digimarketing a cris-atunity? what difference does digital make?
  5. 5. what is digital marketing?
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. … the future is already here. It's just not very evenly distributed. William Gibson “
  10. 10. are you doing digital marketing right now?
  11. 12. not new
  12. 13. 1957 ARPA first publically accessible on-line network 1979 1994
  13. 14. 2007 survey 2,400+ households in US, UK, Germany, Japan & Australia
  14. 15. 71% 2+ hrs/day
  15. 16. 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
  16. 17. Asia 40% China 253 million 19%
  17. 18. mobile social networking Shanghai-style
  18. 19. Locationally aware, in-taxi touch screens
  19. 20. 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
  20. 21. digital’s not just the internet: traditional media go digital
  21. 23. ?
  22. 24. why is digimarketing a cris-atunity? 7
  23. 25. 1 underspent
  24. 26. DigiMarketing underspent…worldwide Source:Neo@Ogilvy Marketers Lag Behind Their Markets % Consumer Time Spent Online % Advertising Dollars Spent Online
  25. 27. growth rate? 2006-2010 cagr 2006 new media worldwide revenues? US $55b US $455b 23% 6% 2006 traditional media revenues?
  26. 28. growth rate? 2006-2010 cagr 2006 new media worldwide revenues? US $55b US $455b 23% 6% 2006 traditional media revenues? 14 years
  27. 29. underspent <ul><li>bonus: </li></ul><ul><ul><li>your competition may not be there yet </li></ul></ul><ul><ul><li>low entry costs & thresholds </li></ul></ul>
  28. 30. 2 it is the future
  29. 31. 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 “
  30. 32. easier to learn if you start early… and you never forget Source: www.stockphotos.com
  31. 33. Ian Fenwick The only experiments doomed to failure, are those you don’t conduct. “
  32. 34. underspent it is the future
  33. 35. 3 repair, re-use, re-cycle
  34. 36. 1 = 7 5 secs = 4 ever
  35. 37. 5 secs = 4 ever
  36. 38. fast, not flashy user friendly tone
  37. 39. http://www.readwriteweb.com/archives/corporate_blogs_trust.php the least trusted on-line information source?
  38. 40. … can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  39. 41. … can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php &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 8.9&quot; 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;
  40. 43. authentic
  41. 44. fast, not flashy user friendly language all browsers
  42. 45. http://marketshare.hitslink.com/ Scale only approximate 8% 68% .7% .6% 1% 21%
  43. 46. how does your website look on mobile devices?
  44. 47. fast, not flashy user friendly language all browsers cms vdo
  45. 48. www.tubemogul.com
  46. 49. fast, not flashy user friendly language all browsers cms vdo news/updates
  47. 51. underspent it is the future repair, reuse, recycle
  48. 52. 4 check your search strategy
  49. 53. Marketing Sherpa Business Technology Survey 2007. Technology purchases over $25K 80% said they found the vendor
  50. 54. *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%
  51. 55. http://battellemedia.com/archives/000063.php John Battelle the database of intentions… “
  52. 56. do you have a search strategy for your business?
  53. 57. 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?
  54. 58. Organic Listings Search Engine Optimization (SEO) Paid Listings Search Engine Marketing (SEM)
  55. 61. underspent it is the future repair, reuse, recycle check your search strategy
  56. 62. 5 CPA ROI
  57. 64. 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 “
  58. 65. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI
  59. 66. 6 inter actions trans actions
  60. 67. Sales Funnel Downturn Web2.0 = Judicious Consumers Action
  61. 68. Sales Funnel Downturn Web2.0 = Judicious Consumers Action
  62. 69. Sales Funnel Downturn Web2.0 = Judicious Consumers Peer Reviews Action Social Networks
  63. 70. anyone read on-line reviews?
  64. 71. <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&quot;Web users and web community,&quot; 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
  65. 72. anyone happen to belong to a social networking site?
  66. 73. 87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008
  67. 74. Sales Funnel Downturn Web2.0 = Judicious Consumers Peer Reviews Action Social Networks
  68. 75. 62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/content/13386.asp
  69. 76. “ Across all of Bazaarvoice clients, four and five-star reviews outnumber one and two-star ratings seven to one”
  70. 77. of course, it isn’t all good, all the time…
  71. 79. do you know what people are saying about you?
  72. 80. www.serph.com www.monitter.com http://spy.appspot.com www.blogpulse.com
  73. 81. http://www.ideastorm.com/ bonus: new product development
  74. 82. Solving customer problems quickly bonus: new product development customer service
  75. 83. “ 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
  76. 84. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions
  77. 85. 7 creative use of digital is dynamite
  78. 86. Tourism Queensland www.IslandReefJob.com $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days
  79. 87. Tourism Queensland www.IslandReefJob.com $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days
  80. 88. Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50 bloggers www.coraline.com
  81. 89. Desktop Widgets click on icon to see offer 2m downloads $80 m in direct sales in 1 st year (2005) 2008 Q3: 10m clicks* www.southwest.com/ding/ * adage.com/article?article_id=132778
  82. 90. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions creative digital is dynamite 7
  83. 91. www.DigiMarketingNow.com Follow me on Twitter, Ian_Digi
  84. 92. why is digimarketing a cris-atunity? what difference does digital make? 7
  85. 93. 1 unique devices
  86. 94. Unique devices Canon Rebel 350 3 years old #560151117
  87. 95. <ul><li>collect data, drop by drop </li></ul><ul><li>meaningful personalize </li></ul>Unique devices
  88. 96. collect data, drop by drop Lipton in Japan opt-in, daily messages, quizes, games, etc. every device unique digital: addressable
  89. 97. unique devices new media model 2
  90. 98. 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
  91. 99. 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
  92. 100. 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 “
  93. 101. How many people here read blogs? … write blogs?
  94. 102. Digital respect
  95. 103. paid circulation 2007 <4 million almost 1.7 m US-based unique visitors 33-48 m page-views (May 2007) http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php ComScore, Nielsen NetRatings
  96. 104. People trust people http://www.nielsenbuzzmetrics.com/cgm at least twice as much as ads
  97. 105. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
  98. 106. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
  99. 107. 3 unique devices new media model targets become participants
  100. 110. 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
  101. 111. www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr social networks
  102. 112. 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
  103. 114. 4 unique devices new media model targets become participants consumers take charge
  104. 115. Access and Restriction New Restrictions Unprecedented Access Marketers and Channels
  105. 116. <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
  106. 117. OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld branded utility
  107. 118. 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>
  108. 119. 5 unique devices new media model targets become participants consumers take charge mobile moves fastest
  109. 120. ?? 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
  110. 121. mobile phone display projects via contact lens HMD 35 gms 28&quot; screen 6′ away
  111. 122. it’s not advertising, “ it’s just a really cool way to say goodbye ”
  112. 123. http://www.mobvis.org/demos.htm Augmented Reality
  113. 124. 6 unique devices new media model targets become participants consumers take charge mobile moves fastest digital sticks
  114. 125. iPod’s Dirty Secret the Niestat Brothers 2003 Dude, you can’t take something off the internet… that’s like trying to take a pee out of a swimming pool Joe Rogan, Newsradio
  115. 126. “ the dog poop girl” June 2005 , South Korea
  116. 127. 7 a new 4 P’s unique devices new media model targets become participants consumers take charge mobile moves fastest digital sticks
  117. 128. 4 P’s of marketing Product Price Place Promotion
  118. 129. <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
  119. 130. www.DigiMarketingNow.com Follow me on Twitter, Ian_Digi

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