Marketing In A Downturn, Think Digital Ss

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Marketing in a Downturn: Think Digital presentation by Ian Fenwick to the Thai Canadian Chamber of Commerce (TCCC).
Follow me on Twitter, http://www.Twitter.com/DrIanFenwick. Or check out http://www.DigiMarketingNow.com

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Marketing In A Downturn, Think Digital Ss

  1.  
  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. 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. the cris-atunity: digimarketing
  5. digimarketing what is
  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
  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
  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. are you doing digital marketing right now?
  10. not new
  11. 1957 ARPA first publically accessible on-line network 1979 1994
  12. 1.4b + Asia 40% China 253 million 19%
  13. why is digimarketing a cris-atunity? 7
  14. 7 underspent
  15. DigiMarketing underspent…worldwide Source:Neo@Ogilvy Marketers Lag Behind Their Markets % Consumer Time Spent Online % Advertising Dollars Spent Online
  16. Thailand? 13m 20% Bangkok? business decision makers 80% top management 93% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
  17. Hours/week, upmarket adults, Bangkok Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook hours / week % of total mktg spend Thailand, 2008 19 TV Magazines 5 1.1% Newspapers 5 Magazines 14 Internet (excl. email) 18% 6% 54%
  18. Hours/week, upmarket adults, Bangkok TV Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook Internet (excl. email) 25-34 years old, hours / week % of total mktg spend Thailand, 2008 1.1% Internet (excl. email) 17 TV 17 Newspapers 4 Magazines 5 18% 6% 54%
  19. 1.1% of marketing funds get spent on internet over 5 x more is spent on cinema over 6 x more is spent on outdoor almost 7 x more is spent on radio over 16 x more is spent on newspapers almost 50 x more is spent on TV Source: GroupM – 2008 Media Outlook
  20. underspent <ul><li>bonus: </li></ul><ul><li>low entry costs & thresholds </li></ul><ul><li>your competition may not be there yet </li></ul>
  21. 6 it is the future
  22. 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 “
  23. easier to learn if you start early… and you never forget Source: www.stockphotos.com
  24. Ian Fenwick The only experiments doomed to failure, are those you don’t conduct. “
  25. underspent it is the future
  26. 5 repair, re-use, re-cycle
  27. 1 = 7
  28. 5 secs = 4 ever
  29. 5 secs = 4 ever
  30. fast, not flashy user friendly language
  31. http://www.readwriteweb.com/archives/corporate_blogs_trust.php the least trusted on-line information source?
  32. … can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  33. … 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;
  34.  
  35. authentic
  36. fast, not flashy user friendly language all browsers
  37. http://marketshare.hitslink.com/ Scale only approximate 8% 68% .7% .6% 1% 21%
  38. how does your website look on mobile devices?
  39. fast, not flashy user friendly language all browsers cms vdo
  40. www.tubemogul.com
  41. fast, not flashy user friendly language all browsers cms vdo news/updates
  42.  
  43. underspent it is the future repair, reuse, recycle
  44. 4 check your search strategy
  45. Marketing Sherpa Business Technology Survey 2007. Technology purchases over $25K 80% said they found the vendor
  46. *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%
  47. http://battellemedia.com/archives/000063.php John Battelle the database of intentions… “
  48. do you have a search strategy for your business?
  49. Organic Listings Search Engine Optimization (SEO) Paid Listings Search Engine Marketing (SEM)
  50.  
  51.  
  52.  
  53.  
  54. underspent it is the future repair, reuse, recycle check your search strategy
  55. 3 CPA ROI
  56.  
  57. 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. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI
  59. 2 inter actions trans actions
  60. Sales Funnel Action
  61. Sales Funnel Downturn = Judicious Consumers Action
  62. Sales Funnel Downturn Web2.0 = Judicious Consumers Peer Reviews Action Social Networks
  63. anyone read on-line reviews?
  64. <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. Tom Hagen: Your father wouldn't want to hear this, Sonny. This is business not personal. 20 th Century
  66. Tom Hagen: Your father wouldn't want to hear this, Sonny. This is business not personal. today, business is personal
  67. anyone happen to belong to a social networking site?
  68. 87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008
  69. Sales Funnel Downturn Web2.0 = Judicious Consumers Peer Reviews Action Social Networks
  70. 62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/content/13386.asp
  71. “ Across all of Bazaarvoice clients, four and five-star reviews outnumber one and two-star ratings seven to one”
  72. of course, it isn’t all good, all the time…
  73.  
  74. do you know what people are saying about you?
  75. www.serph.com www.monitter.com http://spy.appspot.com www.blogpulse.com
  76. http://www.ideastorm.com/ bonus: new product development
  77. Solving customer problems quickly bonus: new product development customer service
  78. Solving customer problems quickly bonus: new product development customer service
  79. “ 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
  80. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions
  81. 1 creative use of digital is dynamite
  82. Tourism Queensland www.IslandReefJob.com $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days
  83. Tourism Queensland www.IslandReefJob.com 1 million visits in 7 days
  84. Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50 bloggers www.coraline.com
  85. 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
  86. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions creative digital is dynamite 7
  87. www.DigiMarketingNow.com

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