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

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

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 "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."

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

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)

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

55. 3 CPA ROI

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?

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…

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