1Getting to Grips with Digital ian@ianfenwick.com
Copyright © by ian fenwick. All rights reserved
Copyright © ian fenwick....
2Getting to Grips with Digital ian@ianfenwick.com
Copyright © by ian fenwick. All rights reserved
http://www.w3.org/Histor...
3Getting to Grips with Digital ian@ianfenwick.com
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http://mashable.com/2013...
4Getting to Grips with Digital ian@ianfenwick.com
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https://www.flickr.com/p...
5Getting to Grips with Digital ian@ianfenwick.com
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http://betabeat.com/2012...
6Getting to Grips with Digital ian@ianfenwick.com
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Update your stereotypes
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7Getting to Grips with Digital ian@ianfenwick.com
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http://www.fotopedia.com...
8Getting to Grips with Digital ian@ianfenwick.com
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Stream Debris by CM19590...
9Getting to Grips with Digital ian@ianfenwick.com
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https://secure.flickr.co...
10Getting to Grips with Digital ian@ianfenwick.com
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…I’ll read an interesti...
11Getting to Grips with Digital ian@ianfenwick.com
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The rise & rise of micr...
12Getting to Grips with Digital ian@ianfenwick.com
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…and the micro-celebrit...
13Getting to Grips with Digital ian@ianfenwick.com
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Uyuni salt lake of Tunu...
14Getting to Grips with Digital ian@ianfenwick.com
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https://www.youtube.com...
15Getting to Grips with Digital ian@ianfenwick.com
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Getting to grips with digital

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Digital marketing's 20 years old...what have we learned? What should we look out for?
From a presentation to Thailand Corporate Finance Forum, Bangkok, May 29, 2014

Published in: Marketing, Technology, Business
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Getting to grips with digital

  1. 1. 1Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved Copyright © ian fenwick. All rights reserved Getting to Grips with DigitalGetting to Grips with Digital Ian Fenwick Professor & Adviser, Sasin Graduate Institute of Business Administration Ian Fenwick Professor & Adviser, Sasin Graduate Institute of Business Administration …it’s 25 years already…it’s 25 years already Presented to Thailand Corporate Finance Forum, Bangkok, May 29, 2014 Copyright © by ian fenwick. All rights reserved http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/ It's almost dead. Keith Weed Chief Marketing Officer, Unilever June 25, 2010 The era of digital marketing is over. It's now just brand building. It's what we do. Marc Pritchard Procter & Gamble Global Brand Building Officer 20 September 2013 What I think he means is that all marketing is now becoming digitally driven, “digital back” as P&G calls it. Start from the digital
  2. 2. 2Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved http://www.w3.org/History/1989/proposal.html It really is 25 years since the web was first proposed…as with so many things, the proposal got shelved for a year! Copyright © by ian fenwick. All rights reserved first website? http://mashable.com/2013/08/09/first-banner-ad/ 1991…23 years ago …and it’s 23 years since 1st website
  3. 3. 3Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved http://mashable.com/2013/08/09/first-banner-ad/ 1994 first digital marketing? …20 years ago and 20 years since first digital marketing that I can find…a banner ad, part of an AT&T campaign...its click through rate was 44%...I guess the novelty’s worn off with ctr nearer 0.1% now! Copyright © by ian fenwick. All rights reserved hhttp://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/03/03/businessinsider-chart-of-the-day-heres-how-huge-the-tablet-market-could-get-2011-3.DTL http://www.google.com/publicdata?ds=wb-wdi&met=sp_pop_totl&tdim=true&dl=en&hl=en&q=world+population, http://en.wikipedia.org/wiki/Landline http://reviews.cnet.com/8301-13970_7-10454065-78.html www.statista.com/topics/841/tablets/chart/777/global-connected-device-shipments http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/ http://tech.firstpost.com/news-analysis/globally-three-billion-people-will-be-online-by-the-end-of-2014-un-223076.html http://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare http://mashable.com/2013/08/30/next-billion-internet-users http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2014-e.pdf https://www.census.gov/popclock/ http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white_paper_c11-520862.html world populationworld population 7.2 b7.2 b mobile subscribersmobile subscribers 6.7 b6.7 b toothbrush userstoothbrush users 3.5 b3.5 b By 2014 end, ITU est. • 6.9b mobile subscribers • 2.9b internet users internet usersinternet users 2.6 b2.6 b TV sets (2003)TV sets (2003) 1.4 b1.4 b phone lines (2008)phone lines (2008) 1.3 b1.3 b newspapersnewspapers .5 b.5 b PCsPCs 1.3 b1.3 b active broadband subscriptions active broadband subscriptions 1.9 b1.9 b
  4. 4. 4Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved https://www.flickr.com/photos/eugeneflores/3518082842/in/photolist-4Ju9bQ-4JpUpp-4JpVkx-4JpUxF-4Ju93W-4Ju9KA-4Ju9m3-7dsumf-4Ju9uf-7doBue-mPxWAV- 5q8apy-Uicdq-4JeAbX-7mJyrF-7mNqqQ-9oBiv5-6sWqrp-6A9jsu-6mT6sJ Eugene Flores Copyright © by ian fenwick. All rights reserved Update your stereotypes http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most- important-demographic-in-tech/258087/ …women are our new lead adopters men’s role in technology adoption continues to be overstated Intel researcher Genevieve Bell
  5. 5. 5Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most- important-demographic-in-tech/258087/ woman lead in • talking on mobiles • texting • using skype • using location-based services • every social network, except LinkedIn •…owning all internet-enabled devices readers, healthcare devices, GPS “the whole bundle of technology is mostly owned by women” Copyright © by ian fenwick. All rights reserved http://www.flickr.com/photos/lukew/10412439655/sizes/l/ by lukew Countries with highest share of mobile browsing? Zimbabwe 58% Nigeria 58% India 48% Sudan 45% Zambia 44% Uzbekistan 43% Update your stereotypes
  6. 6. 6Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved Update your stereotypes Copyright © by ian fenwick. All rights reserved http://www.gamerswithjobs.com/ http://www.gamerswithjobs.com/ http://betabeat.com/2013/08/almost-half-of-all-gamers-are-women-so-stop-calling-us-bitches-on-xbox-live/ There are more women over 18 playing games now than boys under 17 Collen Hannon, an editor for Gamers With Jobs …seems US data 45% female av age 30 36% over 36 32% under 18 32% 18-35 31% 19% Update your stereotypes
  7. 7. 7Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved http://www.fotopedia.com/items/flickr-4711241023 by fritzon http://www.fotopedia.com/items/flickr-4711241023 by fritzon Copyright © by ian fenwick. All rights reserved http://mobithinking.com/mobile-awards/Cannes Great use of screens and of the iPad camera from Audi See it at mobithinking.com/mobile-awards/Cannes
  8. 8. 8Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/ Copyright © by ian fenwick. All rights reserved communication moved from appointment-based to engagement-based http://www.thestar.com/entertainment/television/article/911215--the-death-of-tv-as-we-know-it http://www.henryjenkins.org/index.html From Henry Jenkins, Professor of Communication,Journalism, & Cinematic Arts, University of Southern California
  9. 9. 9Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved https://secure.flickr.com/photos/wurglitsch/6153011615/lightbox/ Niagara Falls by Rinaldo W http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1 if the news is that important, it will find me focus group participant …and streams can easily become torrents…waterfalls of information that will drown us…so we develop a new level of screening…via our friends… Copyright © by ian fenwick. All rights reserved …I’ll read an interesting story online & send the URL to 10 friends… http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1 I’d rather read an e-mail from a friend with an attached story than search through a newspaper to find the story
  10. 10. 10Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved …I’ll read an interesting story online & send the URL to 10 friends… http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1 I’d rather read an e-mail from a friend with an attached story than search through a newspaper to find the story Copyright © by ian fenwick. All rights reserved …I’ll read an interesting story online & send the URL to 10 friends… http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1 I’d rather read an e-mail from a friend with an attached story than search through a newspaper to find the story And via “Curators”. Will this be the word of 2014?
  11. 11. 11Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved The rise & rise of micro-celebrities… http://www.youtube.com/user/Macbarbie07 Beth Mota as a curator, micro-celebrity…arbiter of taste for her segment Copyright © by ian fenwick. All rights reserved Influence the new influencers http://www.businessinsider.com/haul-teenage-youtube-shopping-star-bethany-mota-2014-1 http://www.youtube.com/user/Macbarbie07 Mota’s Instagram followers > Vogue + Elle + Marie Claire + Glamour + Cosmopolitan …and the micro-celebrity curators are making money… Supposedly some are getting around $35,000 a month for on-site ads; $6,000 or so for mentions; $15,000 or so for personal appearance Regulators are starting to pay attention and require acknowledgement of “paid endorsement”
  12. 12. 12Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved …and the micro-celebrity curators create engagement And engagement engenders trust. Engagement: voluntary, as equals, each affecting the other…like the cogs in the watch. Is this the new new marketing? Copyright © by ian fenwick. All rights reserved Uyuni salt lake of Tunupa,Bolivia http://www.alistapart.com/articles/conversation-is-the-new-attention/ Christopher Fahey & Timothy Meaney A List Apart, April 19 2011 Christopher Fahey & Timothy Meaney A List Apart, April 19 2011
  13. 13. 13Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved Uyuni salt lake of Tunupa,Bolivia http://www.alistapart.com/articles/conversation-is-the-new-attention/ Christopher Fahey & Timothy Meaney A List Apart, April 19 2011 Christopher Fahey & Timothy Meaney A List Apart, April 19 2011 Conversation is the new attention Copyright © by ian fenwick. All rights reserved Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964 , the medium is the message The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967 , …the medium is us! Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964 Marshall McLuhan, Understanding Media: The Extensions of Man, 1964 I share therefore I am
  14. 14. 14Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved https://www.youtube.com/watch?feature=player_embedded&v=SoNv_BGxfyk Marketers that can harness that sharing, increase reach…but more than that…they boost believability I know not to trust marketers (they taught me); but to trust my friends. Copyright © by ian fenwick. All rights reserved http://www.donateaphoto.com/ …and every share gets brand exposure…
  15. 15. 15Getting to Grips with Digital ian@ianfenwick.com Copyright © by ian fenwick. All rights reserved http://creativity-online.com/work/samsung-the-smart-phone-line/32700 …here’s Samsung incenting their brand advocates to spread the brand message, and so move ahead in a virtual line, rather than wasting their time in a real line! See it at http://creativity-online.com/work/samsung-the-smart-phone-line/32700 Copyright © by ian fenwick. All rights reserved http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai

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