Marketing In A Downturn, Think Digital Ss

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

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

the cris-atunity: digimarketing

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

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

are you doing digital marketing right now?

1957 ARPA first publically accessible on-line network 1979 1994

1.4b + Asia 40% China 253 million 19%

why is digimarketing a cris-atunity? 7

DigiMarketing underspent…worldwide Source:Neo@Ogilvy Marketers Lag Behind Their Markets % Consumer Time Spent Online % Advertising Dollars Spent Online

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

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%

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%

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

underspent ,[object Object],[object Object],[object Object]

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 “

easier to learn if you start early… and you never forget Source: www.stockphotos.com

Ian Fenwick The only experiments doomed to failure, are those you don’t conduct. “

fast, not flashy user friendly language

http://www.readwriteweb.com/archives/corporate_blogs_trust.php the least trusted on-line information source?

… can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php

… 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."

fast, not flashy user friendly language all browsers

http://marketshare.hitslink.com/ Scale only approximate 8% 68% .7% .6% 1% 21%

how does your website look on mobile devices?

fast, not flashy user friendly language all browsers cms vdo

fast, not flashy user friendly language all browsers cms vdo news/updates

underspent it is the future repair, reuse, recycle

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?

Organic Listings Search Engine Optimization (SEO) Paid Listings Search Engine Marketing (SEM)

underspent it is the future repair, reuse, recycle check your search strategy

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

Sales Funnel Downturn = Judicious Consumers Action

Sales Funnel Downturn Web2.0 = Judicious Consumers Peer Reviews Action Social Networks

anyone read on-line reviews?

[object Object],[object Object],[object Object],[object Object],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

Tom Hagen: Your father wouldn't want to hear this, Sonny. This is business not personal. 20 th Century

Tom Hagen: Your father wouldn't want to hear this, Sonny. This is business not personal. today, business is personal

anyone happen to belong to a social networking site?

87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008

62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/content/13386.asp

“ Across all of Bazaarvoice clients, four and five-star reviews outnumber one and two-star ratings seven to one”

of course, it isn’t all good, all the time…

do you know what people are saying about you?

www.serph.com www.monitter.com http://spy.appspot.com www.blogpulse.com

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

1 creative use of digital is dynamite

Tourism Queensland www.IslandReefJob.com $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days

Tourism Queensland www.IslandReefJob.com 1 million visits in 7 days

Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50 bloggers www.coraline.com

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

underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions creative digital is dynamite 7

Marketing In A Downturn, Think Digital Ss

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