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DigiMarketing Seminar AsiaSoft

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Looks at digimarketing (digital marketing) from the point of view of the opportunity it offers; the distinctive qualities of digital media; and the digimarketing difference. Introducing the new 4 P's of digimarketing: Permission, Participation, Profile, and Personalization

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DigiMarketing Seminar AsiaSoft

  1. 1. New Media & Marketing in the 21st century…starting with a downturn<br />Dr Ian Fenwick<br />Sasin Graduate Institute of Business Administration<br />AsiaSoft, July 15, 2009<br />
  2. 2. frogs jump…<br />will you?<br />
  3. 3. what is digimarketing?<br />
  4. 4. NOT 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 />
  5. 5. definitely NOT 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 />
  6. 6. “<br /> Digital Marketing, digimarketing, is the evolution of marketing.<br />It happens when the majority, or totality, of a company’s marketing uses digital channels.<br />
  7. 7.
  8. 8. are you doing digital marketing right now?<br />
  9. 9. “<br />…the future is already here. <br />It&apos;s just not very evenly distributed.<br />WilliamGibson<br />
  10. 10. 1<br />2<br />3<br />opportunity<br />digital media<br />difference<br />
  11. 11. 3<br />1<br />opportunity<br />2<br />
  12. 12. why a digimarketing opportunity?<br />under spent<br />
  13. 13. Internet penetration 2007<br />1.4 billion +<br />www.internetworldstats.com/<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />
  14. 14. % Advertising Dollars Spent Online<br />% Consumer Time Spent Online<br />marketing lag<br />Source:Neo@Ogilvy<br />
  15. 15. Asia 40%<br />China 253 million<br />19%<br />Internet penetration 2007<br />1.4 billion +<br />www.internetworldstats.com/<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />
  16. 16. Internet users, end 2008<br />&gt;<br />Top 10 Developed<br />Markets<br />Top 10 Emerging Markets<br />USA, Japan, Germany, UK, France, Italy, Spain, Canada, S Korea, Australia<br />Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland, Saudi Arabia<br />Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,<br />
  17. 17. Thailand: 13m 20%<br />Bangkok: <br />biz decision-makers 80% <br /> top management 93% <br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />
  18. 18. Hours/week, upmarket adults, Bangkok<br />hours/ week<br />14<br />Internet (excl. email)<br />1.1%<br />19<br />TV<br />Magazines<br />Newspapers<br />54%<br />5<br />% of total mktg spend Thailand, 2008<br />18%<br />5<br />Magazines<br />6%<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />
  19. 19. Hours/week, upmarket adults, Bangkok<br />25-34 years old,<br />hours/ week<br />17<br />Internet (excl. email)<br />Internet (excl. email)<br />1.1%<br />17<br />TV<br />TV<br />Newspapers<br />Magazines<br />54%<br />4<br />% of total mktg spend Thailand, 2008<br />18%<br />5<br />6%<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />
  20. 20. 1.1% of marketing funds get spent on internet <br />over 5 x more spent on cinema<br />over 6 x more spent on outdoor<br />almost 7 x more spent on radio<br />over 16 x more spent on newspapers<br />almost 50 x more spent on TV<br />Source: GroupM – 2008 Media Outlook<br />
  21. 21.
  22. 22. mis-allocation of resources<br />
  23. 23. why a digimarketing opportunity?<br />under spent<br />the future<br />
  24. 24. digital will predominate<br />
  25. 25.
  26. 26. ?<br />
  27. 27. “<br /> it is not the strongest of the species that survives… <br />nor the most intelligent…<br />it is the one most adaptable to change<br />
  28. 28. easier to learn if you start early…<br />and you never forget<br />Source: www.stockphotos.com<br />
  29. 29. why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
  30. 30. “ <br /> Half the money I spend on advertising is wasted; <br />the trouble is I don&apos;t know which half<br />John Nelson Wanamaker (1838 –1922) <br />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<br />
  31. 31. Best Practices for Optimizing Web Advertising Effectiveness, R E Bruner and M Gluck, Doubleclick May 2006<br />http://www.doubleclick.com/insight/gallery/examples/dolby-ocean.asp<br />http://www.doubleclick.com/insight/gallery/examples/dolby-storm.asp<br />
  32. 32. Cost per Click<br />Cost per Action<br />
  33. 33. why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
  34. 34. 3<br />1<br />opportunity<br />2<br />
  35. 35. 3<br />2<br />digital media<br />1<br />
  36. 36. how are digital media different?<br />common language <br />
  37. 37.
  38. 38.
  39. 39. Quick Response (QR) Code <br />for North West Airlines<br />
  40. 40. Source: Ogilvy, Japan<br />
  41. 41. Oglivy: Japan<br />
  42. 42. Source: Ogilvy, Japan<br />
  43. 43. how are digital media different?<br />common language <br />new media model<br />
  44. 44. To find something comparable, you have to go back 500 years to the printing press, the birth of mass media….<br />Technology is shifting power away from the editors, the publishers, the establishment, the media elite. <br />Now it’s the people who are taking control <br />“His Space,” Spencer Reiss July 2006<br />
  45. 45. Traditional Media Model<br />modest returns to creators<br />expensive channel, production & filtering<br />$$$eyeballs<br />creatives<br />publishers, editors<br />bookstores, news stands, TV/radio stations<br />consumers<br />
  46. 46. Consumers Generate Content<br />Internet Publication<br />Internet Distribution<br />modest returns to creators<br />near free channel, free peer filtering<br />modest returns to creators<br />Consumers<br /> Generate Content<br />New Media Model<br />
  47. 47. Posted Nov 20, 2003<br />1 million+ downloads in 6 weeks<br />
  48. 48. Perez Hilton <br />paid circulation<br />2007 &lt;4 million<br />1.7 m unique visitors (US only)<br />33-48 m page-views (May 2007)<br />ComScore, Nielsen NetRatings<br />http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php<br />
  49. 49. how are digital media different?<br />common language <br />new media model<br />mobile<br />
  50. 50. World population?<br />6.6 b<br />1.4 b<br />Internet users?<br />1.3 b<br />Landline phones?<br />1.4 b<br />Credit cards?<br />1.5 b<br />TV sets?<br />3.3 b<br />Mobile phone subscribers?<br />61.9m<br />Thailand?<br />http://www.itu.int/ITU-D/ict/newslog/Indonesia+Overtakes+Japan+To+Take+Third+Place+In+Asia+Subscriber+Rankings.aspx<br />Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore<br />
  51. 51.
  52. 52. 1st SMS sent December 3, 1992 <br />how many sent in 2007?<br />http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research<br />
  53. 53. 1st SMS sent December 3, 1992 <br />how many sent in 2007?<br />5,000,000,000 + <br />http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research<br />
  54. 54. 1st SMS sent December 3, 1992 <br />how many sent in 2007?<br />5,000,000,000 + <br />daily<br />almost 2 trillion p.a.<br />http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research<br />
  55. 55. 1st SMS sent December 3, 1992 <br />how many sent in 2007?<br />5,000,000,000 + <br />% sent in Asia Pacific?<br />http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research<br />
  56. 56. 78.9%<br />http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner study<br />
  57. 57. how does your website look <br />on mobiles?<br />
  58. 58. how are digital media different?<br />common language <br />new media model<br />mobile<br />unique<br />
  59. 59. Canon Rebel 350<br />3 years old, #560151117 <br />
  60. 60. collect data, drop by drop<br />personalizecontent<br />
  61. 61. Augmented Reality<br />http://www.mobvis.org/demos.htm<br />
  62. 62. 3<br />2<br />digital media<br />1<br />
  63. 63. 3<br />difference<br />1<br />2<br />
  64. 64. 4 P’s of marketing<br />Promotion<br />Place<br />Price<br />Product<br />
  65. 65. 4 P’s of digimarketing<br /><ul><li>clear opt-in
  66. 66. easy opt-out
  67. 67. customer-chosen content & frequency
  68. 68. contextual relevance</li></ul>Permission<br />
  69. 69. claims 10 million downloads <br />240,000 per week<br />www.Sanook.com<br />
  70. 70. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld<br />
  71. 71. Participation<br /><ul><li>clear opt-in
  72. 72. easy opt-out
  73. 73. customer-chosen content & frequency
  74. 74. contextual relevance</li></ul>Permission<br />
  75. 75.
  76. 76.
  77. 77. Source: OgilvyOne, Thailand<br />
  78. 78. MK GAME<br />
  79. 79. read blogs?<br />
  80. 80. Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008<br />70%<br />50%<br />read at least weekly<br />Power to the People Social Media Tracker, Wave 2, Universal McCann, 2008, surveyed 17,000 internet users (using everyday or every-other-day, 16-54 year-olds) in 29 countries<br />
  81. 81. Started my own blog % of active internet users 16-54 years old, March 2008<br />35%<br />21%<br />write at least weekly<br />Power to the People Social Media Tracker, Wave 2, Universal McCann, 2008, surveyed 17,000 internet users (using everyday or every-other-day, 16-54 year-olds) in 29 countries<br />
  82. 82. Digital respect<br />
  83. 83. belong to a social networking<br /> site?<br />
  84. 84. social networks<br />www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr<br />
  85. 85. social networks<br />www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr<br />
  86. 86. social networks<br />www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr<br />
  87. 87. social networks<br />www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr<br />
  88. 88. Facebook<br />200 m<br />Nov 2008<br />132 m unique visitors, June 2008world’s fastest growing social networking site<br />www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9<br />http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/<br />http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/<br />
  89. 89. Facebook<br />200 m<br />Nov 2008<br />1/3 of global audience is 35-49; 1/4 is over 50 <br />www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9<br />http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/<br />http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/<br />
  90. 90. widget<br />http://www.facebook.com/apps/application.php?id=2841359929&b=&ref=pd_r<br />http://www.wilhelmus.ca/2007/11/gotta_ski_bc_facebook_applicat.html<br />
  91. 91. 8th most popular Page on all of Facebook<br />over 3.5 million fans<br />http://pagedata.insidefacebook.com/<br />
  92. 92. How much do you trust the following information sources?<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
  93. 93. …can’t imagine why<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
  94. 94. …can’t imagine why<br />&quot;As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer buyer has put together this!<br />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. <br />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. <br />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;<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
  95. 95.
  96. 96. http://en.community.dell.com/blogs/direct2dell/<br />
  97. 97. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/<br />
  98. 98. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/<br />
  99. 99. “<br />In just a few more years, the current homogenized ‘voice’ of business<br />the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th-century French court.&quot;<br />The Cluetrain Manifesto, 1999www.cluetrain.com<br />
  100. 100. “<br />In just a few more years, the current homogenized ‘voice’ of business<br />authenticity<br />challenged<br />the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th-century French court.&quot;<br />The Cluetrain Manifesto, 1999www.cluetrain.com<br />
  101. 101. it’s not advertising, “it’s just a really cool way to say goodbye”<br />Source: OgilvyOne, Hong Kong, 2008,<br />
  102. 102. read <br />on-line <br />reviews?<br />
  103. 103. <ul><li>#2 driver of purchase decisions (#1: personal advice from friend)
  104. 104. user reviews more influential than 3rd party reviews1
  105. 105. 86% read before buying(90% trust)2
  106. 106. 70% who read reviews share them with friends, family, or colleagues3</li></ul>1&quot;Web users and web community,&quot; Rubicon Consulting, Inc. October 2008<br />2 Kudzu.com survey of 600 users, December 2008<br />3Deloitte & Touche, September 2007<br />All quotes from www.bazaarvoice.com/industryStats.html<br />
  107. 107. 62% of brand-related talk features products in a positive light<br />&lt; 1% feature products negatively<br /> www.imediaconnection.com/content/13386.asp<br />
  108. 108. of course, it isn’t all good, all the time… <br />
  109. 109.
  110. 110. “Social Technographics Ladder”<br />21%<br />37%<br />19%<br />35%<br />69%<br />25%<br />US: 2008<br />http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html<br />North American Social Technographics Online Survey Q2 2007<br />http://www.forrester.com/Groundswell/profile_tool.html<br />North American Social Technographics Media and Marketing Online Survey Q2 2008<br />
  111. 111. heard of Twitter?<br />do you tweet?<br />
  112. 112. February 2008 &lt; .5 m unique users<br />February 2009 &gt; 7 m unique users<br />Largest age group? 35-49 year olds (3m)<br />www.Twitter.com/DrIanFenwick<br />http://www.readwriteweb.com/archives/twitter_passes_nyt_wsj_in_unique_visitors.php<br />
  113. 113. Solving customer problems quickly<br />
  114. 114. Solving customer problems quickly<br />Solving customer problems quickly<br />
  115. 115. “<br />Virgin’s perspective about social media isn’t a marketing channel but an engagement channel.<br />We ask our community to answer questions. We love social media.<br /> Porter Gale, V-P Marketing Virgin America <br />http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/<br />
  116. 116. do you know what people say about you?<br />
  117. 117. www.serph.com<br />www.monitter.com<br />http://spy.appspot.com<br />www.blogpulse.com<br />
  118. 118. 4 P’s of digimarketing<br />Profile<br /><ul><li>opportunities to review,
  119. 119. to comment,
  120. 120. to tag
  121. 121. to upload
  122. 122. to engage
  123. 123. social CRM</li></ul>Participation<br />Permission<br />
  124. 124. 4 P’s of digimarketing<br />Personalization<br /><ul><li>collect data, quizes, games
  125. 125. drop by drop
  126. 126. build participant insights
  127. 127. link to physical channels</li></ul>Profile<br />Participation<br />Permission<br />
  128. 128.
  129. 129.
  130. 130. 4 P’s of digimarketing<br />Personalization<br /><ul><li>create relevant personalization</li></ul>Profile<br />Participation<br />Permission<br />
  131. 131. 3<br />difference<br />1<br />2<br />
  132. 132. 1<br />2<br />3<br />opportunity<br />digital media<br />difference<br />
  133. 133. $150,000 <br />6-months<br />caretaker & blogger on Great Barrier Reef<br />1 million visits in 7 days<br />Tourism Queensland www.IslandReefJob.com <br />
  134. 134. over 35,000 applicants<br />http://www.worldtravelguide.net/news/3407/news/And-the-real-winner-is%85-the-Australian-tourism-board.html<br />
  135. 135. “<br /> But…blog sites and internet forums have been buzzing with complaints since the weekend, <br />when the Tourism Queensland website crashed on the eve of the competition deadline<br />…as the website was flooded with more than 7000 applications at once.<br />…The furious 51-year-old professional photographer…slammed the promoter<br />…sending out a mass email with the subject line &quot;The worst run contest in the world”<br />
  136. 136. “<br />Tourism Queensland grossly underestimated the demand,&quot; Mr Cook said.<br />&quot;Surprised by 30,000 entries? You&apos;ve got to be kidding…<br />“…they should have expected at least 100,000 entries and planned for 500,000.<br />
  137. 137. “<br />Dude, you can’t take something off the internet…<br />that’s like trying to take a pee out of a swimming pool<br />Joe Rogan, Newsradio<br />
  138. 138. www.slideshare.net/ian.fenwick<br />www.twitter.com/DrIanFenwick<br />www.DigiMarketingNow.com<br />

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