The Role Of Digital Marketing

15,005 views

Published on

Presentation for BangkokBizNews on the role of digital marketing and digital media

Published in: Business, News & Politics

The Role Of Digital Marketing

  1. 1. The Role of Digital Marketing in Current Digital Age<br />Dr Ian Fenwick<br />Sasin Graduate Institute of Business Administration<br />BangkokBizNews, July 24, 2009<br />NPS Photo<br />
  2. 2. what is digimarketing?<br />
  3. 3. “<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 />
  4. 4.
  5. 5. “<br />…the future is already here. <br />It&apos;s just not very evenly distributed.<br />WilliamGibson<br />
  6. 6. 1<br />2<br />3<br />opportunity<br />digital media<br />difference<br />
  7. 7. 3<br />1<br />opportunity<br />2<br />
  8. 8. why a digimarketing opportunity?<br />under spent<br />
  9. 9. Internet penetration 2009<br />1.6 billion +<br />www.internetworldstats.com/<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />
  10. 10. % Advertising Dollars Spent Online<br />% Consumer Time Spent Online<br />marketing lag<br />Source:Neo@Ogilvy<br />
  11. 11. 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 />
  12. 12. Thailand: 13.5m 21%<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 />www.internetworldstats.com/stats3.htm#asia<br />
  13. 13. Media use, 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 mktgspend Thailand, 2008<br />18%<br />5<br />6%<br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />
  14. 14. Media use, 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 />Newspapers<br />Magazines<br />54%<br />4<br />% of total mktgspend Thailand, 2008<br />18%<br />5<br />6%<br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />
  15. 15. 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 />
  16. 16. mis-allocation of resources<br />
  17. 17. why a digimarketing opportunity?<br />under spent<br />the future<br />
  18. 18. digital will predominate<br />
  19. 19. “<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 />
  20. 20. easier to learn if you start early…<br />and you never forget<br />Source: www.stockphotos.com<br />
  21. 21. why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
  22. 22. “ <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 />
  23. 23. 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 />
  24. 24. Cost per Click<br />Cost per Action<br />
  25. 25. why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
  26. 26. 3<br />1<br />opportunity<br />2<br />
  27. 27. 3<br />2<br />digital media<br />1<br />
  28. 28. how are digital media different?<br />new media model<br />
  29. 29. 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 />
  30. 30. 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 />
  31. 31. 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 />
  32. 32. Posted Nov 20, 2003<br />1 million+ downloads in 6 weeks<br />
  33. 33. read blogs?<br />
  34. 34. 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 />
  35. 35. 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 />
  36. 36. Digital respect<br />
  37. 37. Thinking about using the internet, which of the following have you done? Start my own blog (% of population 16-54 year-olds)<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 />
  38. 38. Perez Hilton <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 />
  39. 39. heard of Twitter?<br />do you tweet?<br />
  40. 40. www.Twitter.com/DrIanFenwick<br />http://www.readwriteweb.com/archives/twitter_passes_nyt_wsj_in_unique_visitors.php<br />
  41. 41. Solving customer problems quickly<br />Solving customer problems quickly<br />
  42. 42. “<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 />20,000+ followers on twitter: most common question: should I fly Virgin?<br />“the community closes the sale”<br /> Porter Gale, V-P Marketing Virgin America <br />http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/<br />
  43. 43. how are digital media different?<br />new media model<br />mobile<br />
  44. 44. World population?<br />Internet users?<br />Landline phones?<br />Credit cards?<br />TV sets?<br />Mobile phone subscribers?<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 />
  45. 45. 1st SMS sent December 3, 1992 <br />how many sent in 2007?<br />% sent in Asia Pacific?<br />http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research<br />
  46. 46. how does your website look <br />on mobiles?<br />
  47. 47. how are digital media different?<br />new media model<br />mobile<br />unique<br />
  48. 48. Canon Rebel 350<br />3 years old, #560151117 <br />
  49. 49. collect data, drop by drop<br />personalizecontent<br />
  50. 50. 3<br />difference<br />1<br />2<br />
  51. 51. 4 P’s of marketing<br />Promotion<br />Place<br />Price<br />Product<br />
  52. 52. 4 P’s of digimarketing<br /><ul><li>clear opt-in
  53. 53. easy opt-out
  54. 54. customer-chosen content & frequency
  55. 55. contextual relevance</li></ul>Permission<br />
  56. 56. claims 10 million downloads <br />240,000 per week<br />www.Sanook.com<br />
  57. 57. Participation<br /><ul><li>clear opt-in
  58. 58. easy opt-out
  59. 59. customer-chosen content & frequency
  60. 60. contextual relevance</li></ul>Permission<br />
  61. 61.
  62. 62.
  63. 63. Source: OgilvyOne, Thailand<br />
  64. 64. MK GAME<br />
  65. 65. belong to a social networking<br /> site?<br />
  66. 66. social networks<br />www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr<br />
  67. 67. Facebook<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 />
  68. 68. http://pagedata.insidefacebook.com/<br />
  69. 69. How much do you trust the following information sources?<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
  70. 70. …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 />
  71. 71. http://en.community.dell.com/blogs/direct2dell/<br />
  72. 72. read <br />on-line <br />reviews?<br />
  73. 73. <ul><li>#2 driver of purchase decisions (#1: personal advice from friend)
  74. 74. user reviews more influential than 3rd party reviews1
  75. 75. 86% read before buying(90% trust)2
  76. 76. 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 />
  77. 77. 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 />
  78. 78. do you know what people say about you?<br />
  79. 79. www.serph.com<br />www.monitter.com<br />http://spy.appspot.com<br />www.blogpulse.com<br />
  80. 80. 4 P’s of digimarketing<br />Profile<br /><ul><li>opportunities to review,
  81. 81. to comment,
  82. 82. to tag
  83. 83. to upload
  84. 84. to engage
  85. 85. social CRM</li></ul>Participation<br />Permission<br />
  86. 86. 4 P’s of digimarketing<br />Personalization<br /><ul><li>collect data, quizes, games
  87. 87. drop by drop
  88. 88. build participant insights
  89. 89. link to physical channels</li></ul>Profile<br />Participation<br />Permission<br />
  90. 90.
  91. 91. 1<br />2<br />3<br />opportunity<br />digital media<br />difference<br />
  92. 92. www.slideshare.net/ian.fenwick<br />www.twitter.com/DrIanFenwick<br />www.DigiMarketingNow.com<br />

×