www.DigiMarketingNow.com
www.Twitter.com/Digi_Ian
weji
                                                                     crisis
                                         ...
“Look on the bright side, Dad.
                                       Did you know that the Chinese
                      ...
the cris-atunity:
digimarketing
what is
digital marketing?
http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and
http://www.keysphotography.com, http://en...
definitely
                                                                                     NOT
                      ...
Digital Marketing, digimarketing, is
    the future evolution of marketing.
    It happens when the majority, or
    total...
…the future is
already here.
It's just not
very evenly
distributed. William
               Gibson
are you doing
digital marketing
   right now?
1957   ARPA




1979   first publically accessible on-
           line network




1994
2007 survey 2,400+ households in
US, UK, Germany, Japan & Australia
48%
2+ hrs/day


               9%
6+ hrs/day




              71%
2+ hrs/day


              19%
 6+ hrs/day
Africa has c. 30%
                                                                mobile penetration



                  ...
Asia 40%
China 253 million
      19%
Forecast internet users, end 2008


                     Top 10                                                           ...
digital’s not just the
      internet
why is
digimarketing a
 cris-atunity?
underspent
DigiMarketing
                    underspent…worldwide    % Consumer Time Spent Online
          30%


          25%


   ...
Thailand?
                                        13m 20%
                                        Bangkok?
          busin...
Hours/week, upmarket adults,
                                Bangkok
                                                     ...
Hours/week, upmarket adults,
              25-34 years old, Bangkok
                                                      ...
1.1% of marketing funds get spent on internet

           over 5 x more is
           spent on cinema
                 ove...
underspent
bonus:
 • your competition may not be there yet
 • low entry costs & thresholds
it is the future
it is not the
strongest of the
  species that
    survives…
  nor the most
  intelligent…


                   attributed,...
easier to learn if you start
                     early…
     and you never forget




                      Source: www.s...
“   The only experiments
               doomed to
      failure, are those
      you don’t conduct.

              Ian Fen...
underspent
it is the future
repair, re-use,
   re-cycle
1
=
7
5
secs
 =
 4
ever
5
secs
 =
 4
ever
fast, not flashy
      user friendly
              tone
the least trusted on-
              line information
                   source?



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




http://www.readwriteweb.com/archives/corporate_blogs_trust.php
…can’t imagine why
quot;As you know, I am an Apple fanatic, but this deal even has
me looking twice. Our computer buyer ha...
authentic
fast, not flashy
      user friendly
              tone
             all browsers
68%
                                   21%
                                           8%

                                ...
how does your
 website look
  on mobile
   devices?
fast, not flashy
      user friendly
              tone
             all browsers
                    cms
                ...
www.tubemogul.com
fast, not flashy
      user friendly
              tone
             all browsers
                    cms
                ...
underspent
   it is the future
repair, reuse, recycle
check your
search strategy
Marketing Sherpa Business Technology Survey 2007. Technology purchases over
       $25K
85%                                  of business buyers go on-line during
                                        the buyi...
“               the database of intentions…




                                               John Battelle

http://batte...
do you have a
search strategy
    for your
   business?
world population? about 6.6 billion
                                                                   on-line searches?

...
Paid Listings
       Organic Listings
                                    Search Engine
Search Engine Optimization (SEO)
 ...
underspent
      it is the future
  repair, reuse, recycle
check your search strategy
CPA
ROI
“Half theadvertising
                                                                                  money I
           ...
underspent
      it is the future
  repair, reuse, recycle
check your search strategy
          CPA, ROI
interactions

transactions
Awareness
Consideration
            Preference




        Action

  Sales Funnel
Awareness
             Consideration
                         Preference

Downturn
     =
 Judicious
Consumers
           ...
Awareness
             Consideration
                         Preference

Downturn         Peer   Social
     =
          ...
anyone read
  on-line
 reviews?
• #2 driver of purchase decisions
                       (#1: personal advice from a friend)
               • user reviews...
anyone happen to
belong to a social
   networking
      site?
Awareness
             Consideration
                         Preference

Downturn         Peer   Social
     =
          ...
62% of brand-related talk features
    products in a positive light

  < 1% feature products negatively



www.imediaconne...
“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.monitter.com   www.serph.com   http://spy.appspot.com   www.blogpulse.com
bonus: new product development




                      http://www.ideastorm.com/
How many people
 here read blogs?
 …write blogs?
Digital respect
almost 1.7 m US-based unique
    paid circulation
                                                                        ...
People trust people
                  at least twice as much as ads




http://www.nielsenbuzzmetrics.com/cgm
http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
bonus: new product
                         development
                     customer service


    Solving
   customer
pr...
bonus: new product development
                                                                        customer service
  ...
underspent
       it is the future
    repair, reuse, recycle
 check your search strategy
           CPA, ROI
interactions...
creative use of
   digital is
   dynamite
$150,000
6-months
caretaker
& blogger
on Great
Barrier
Reef
           1 million visits in 7 days
  Tourism Queensland    ...
$150,000
6-months
caretaker
& blogger
on Great
Barrier
Reef
           1 million visits in 7 days
  Tourism Queensland    ...
Over 35,000 applicants
“
“   But while many will today learn
their applications were not
successful, blog sites and internet
forums have been buzzi...
“   Despite 20 consecutive attempts… US
hopeful Jeff Cook was unable to submit his
video entry online
The furious 51-year-...
I made sure my video was exactly one minute long.
I tested it on five different devices.
They created a monster that got o...
I made sure my video was exactly one minute long.
I tested it on five different devices.
They created a monster that got o...
www.coraline.com

Hand-crafted boxes of artifacts used in the
 stop-motion movie Coraline sent to 50
                blogg...
Desktop Widgets
                                        click on icon to see offer

                                      ...
underspent
        it is the future
    repair, reuse, recycle
 check your search strategy
            CPA, ROI
interactio...
www.DigiMarketingNow.com
Follow me on Twitter, Ian_Digi
4 P’s of marketing
                        Promotion

                     Place

            Price

    Product
4 P’s of digimarketing
                • create relevant
                                      Personalization
           ...
www.DigiMarketingNow.com
Follow me on Twitter, Ian_Digi
Turn To Digital In A Downturn
Turn To Digital In A Downturn
Turn To Digital In A Downturn
Turn To Digital In A Downturn
Turn To Digital In A Downturn
Turn To Digital In A Downturn
Turn To Digital In A Downturn
Turn To Digital In A Downturn
Turn To Digital In A Downturn
Turn To Digital In A Downturn
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Turn To Digital In A Downturn

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Presentation to the British Chamber of Commerce Thailand on May 13 2009 by Ian Fenwick (Advisor to Sasin, and co-author of DigiMarketing: The Essential Guide to New Marketing & Digital Media.

Looks at the reasons why digital is ideal for a downturn, and gives hands-on advice on how to start.

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Turn To Digital In A Downturn

  1. 1. www.DigiMarketingNow.com www.Twitter.com/Digi_Ian
  2. 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. 3. “Look on the bright side, Dad. Did you know that the Chinese use the same word for quot;crisisquot; as they do for quot;opportunityquot;? Yes! Cris-atunity http://snpp.com/episodes/2F08.html
  4. 4. the cris-atunity: digimarketing
  5. 5. what is digital marketing?
  6. 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. 7. definitely NOT digital marketing 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. 8. 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 DigiMarketing: The Essential Guide to New Marketing & Digital Media, Kent Wertime & Ian Fenwick, Wiley 2008
  9. 9. …the future is already here. It's just not very evenly distributed. William Gibson
  10. 10. are you doing digital marketing right now?
  11. 11. 1957 ARPA 1979 first publically accessible on- line network 1994
  12. 12. 2007 survey 2,400+ households in US, UK, Germany, Japan & Australia
  13. 13. 48% 2+ hrs/day 9% 6+ hrs/day 71% 2+ hrs/day 19% 6+ hrs/day
  14. 14. Africa has c. 30% mobile penetration South Africa c. 90% mobile penetration Internet penetration 2007 1.4 billion + www.internetworldstats.com/ http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
  15. 15. Asia 40% China 253 million 19%
  16. 16. Forecast internet users, end 2008 Top 10 Top 10 Emerging Developed Markets Markets Brazil, Russia, India, Chi USA, Japan, Germany, U na, Mexico, Turkey, Ind K, France, Italy, Spain, C onesia, Iran, Poland, Sa anada, S udi Arabia Korea, Australia Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,
  17. 17. digital’s not just the internet
  18. 18. why is digimarketing a cris-atunity?
  19. 19. underspent
  20. 20. DigiMarketing underspent…worldwide % Consumer Time Spent Online 30% 25% 20% Marketers Lag Behind 15% Their Markets 10% 5% % Advertising Dollars Spent Online 0% 2003 2004 2005 2006 2007 2008 (E) Source:Neo@Ogilvy
  21. 21. 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
  22. 22. Hours/week, upmarket adults, Bangkok hours / week 14 Internet (excl. email) 1.1% 19 TV 54% 5 % of total mktg Newspapers spend Thailand, 2008 18% 5 Magazines 6% Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
  23. 23. Hours/week, upmarket adults, 25-34 years old, Bangkok hours / week 17 Internet (excl. email) 1.1% 17 TV 54% 4 % of total mktg Newspapers spend Thailand, 2008 18% 5 Magazines 6% Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
  24. 24. 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
  25. 25. underspent bonus: • your competition may not be there yet • low entry costs & thresholds
  26. 26. it is the future
  27. 27. 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
  28. 28. easier to learn if you start early… and you never forget Source: www.stockphotos.com
  29. 29. “ The only experiments doomed to failure, are those you don’t conduct. Ian Fenwick
  30. 30. underspent it is the future
  31. 31. repair, re-use, re-cycle
  32. 32. 1 = 7
  33. 33. 5 secs = 4 ever
  34. 34. 5 secs = 4 ever
  35. 35. fast, not flashy user friendly tone
  36. 36. the least trusted on- line information source? http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  37. 37. …can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  38. 38. …can’t imagine why 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 8.9quot; 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; http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  39. 39. authentic
  40. 40. fast, not flashy user friendly tone all browsers
  41. 41. 68% 21% 8% 1% .7% .6% http://marketshare.hitslink.com/ Scale only approximate
  42. 42. how does your website look on mobile devices?
  43. 43. fast, not flashy user friendly tone all browsers cms vdo
  44. 44. www.tubemogul.com
  45. 45. fast, not flashy user friendly tone all browsers cms vdo news/updates
  46. 46. underspent it is the future repair, reuse, recycle
  47. 47. check your search strategy
  48. 48. Marketing Sherpa Business Technology Survey 2007. Technology purchases over $25K
  49. 49. 85% of business buyers go on-line during the buying process of those find their ultimate vendor on- 80% line 70% use search 27% Of those who say they don’t do! search *Enquiro Business to Business Survey 2007
  50. 50. “ the database of intentions… John Battelle http://battellemedia.com/archives/000063.php
  51. 51. do you have a search strategy for your business?
  52. 52. world population? about 6.6 billion on-line searches? about 61 billion, 2007 in August alone 31 billion at Google (+5 b YouTube) 8.5 billion at Yahoo! sites 3.2 billion at Baidu.com http://a-stat-a-day.com/?m=200710 comScore stats, based on top 50 internet properties where search activity is observed
  53. 53. Paid Listings Organic Listings Search Engine Search Engine Optimization (SEO) Marketing (SEM)
  54. 54. underspent it is the future repair, reuse, recycle check your search strategy
  55. 55. CPA ROI
  56. 56. “Half theadvertising money I spend on is wasted; the trouble is I don't know which half John [Nelson] Wanamaker (1838 –1922) a merchant, religious leader, civic and political figure: the father of modern advertising. 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
  57. 57. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI
  58. 58. interactions transactions
  59. 59. Awareness Consideration Preference Action Sales Funnel
  60. 60. Awareness Consideration Preference Downturn = Judicious Consumers Action Sales Funnel
  61. 61. Awareness Consideration Preference Downturn Peer Social = ReviewsNetworks Judicious Consumers Web2.0 Action Sales Funnel
  62. 62. anyone read on-line reviews?
  63. 63. • #2 driver of purchase decisions (#1: personal advice from a friend) • user reviews more influential than rd party reviews1 3 • 86% read online reviews before buying 2 (90% trust those reviews) • 70% who read reviews share them 3 with friends, family, or colleagues 1quot;Web users and web community,quot; Rubicon Consulting, Inc. October 2008 2 Kudzu.com survey of 600 users, December 2008 All quotes from www.bazaarvoice.com/industryStats.html 3Deloitte & Touche, September 2007
  64. 64. anyone happen to belong to a social networking site?
  65. 65. Awareness Consideration Preference Downturn Peer Social = ReviewsNetworks Judicious Consumers Web2.0 Action Sales Funnel
  66. 66. 62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/content/13386.asp
  67. 67. “Across all of Bazaarvoice clients, four and five-star reviews outnumber one and two- star ratings seven to one”
  68. 68. of course, it isn’t all good, all the time…
  69. 69. do you know what people are saying about you?
  70. 70. www.monitter.com www.serph.com http://spy.appspot.com www.blogpulse.com
  71. 71. bonus: new product development http://www.ideastorm.com/
  72. 72. How many people here read blogs? …write blogs?
  73. 73. Digital respect
  74. 74. almost 1.7 m US-based unique paid circulation visitors 2007 <4 million 33-48 m page-views (May 2007) ComScore, Nielsen NetRatings http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php
  75. 75. People trust people at least twice as much as ads http://www.nielsenbuzzmetrics.com/cgm
  76. 76. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
  77. 77. bonus: new product development customer service Solving customer problems quickly
  78. 78. bonus: new product development customer service user support “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
  79. 79. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions
  80. 80. creative use of digital is dynamite
  81. 81. $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days Tourism Queensland www.IslandReefJob.com
  82. 82. $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days Tourism Queensland www.IslandReefJob.com
  83. 83. Over 35,000 applicants
  84. 84.
  85. 85. “ But while many will today learn their applications were not successful, blog sites and internet forums have been buzzing with complaints since the weekend, when the Tourism Queensland website crashed on the eve of the competition deadline Efforts by Tourism Queensland to boost the server supporting the site ahead of Sunday's international cut-off date failed, as the website was flooded with more than 7000 applications at once.
  86. 86. “ Despite 20 consecutive attempts… US hopeful Jeff Cook was unable to submit his video entry online The furious 51-year-old professional photographer…slammed the promoter, after he received an email from the website's regulators advising his application was not accepted because it exceeded the time limit …sending out a mass email with the subject line quot;The worst run contest in the world”
  87. 87. I made sure my video was exactly one minute long. I tested it on five different devices. They created a monster that got out of control and a lot of people wasted time and effort and now are being wrongly blamed. Tourism Queensland grossly underestimated the demand,quot; Mr Cook said. quot;Surprised by 30,000 entries? You've got to be kidding. How could they be so blind?quot; quot;With such an appealing prize that is open to people all around the world they should have expected at least 100,000 entries and planned for 500,000.
  88. 88. I made sure my video was exactly one minute long. I tested it on five different devices. They created a monster that got out of control and a Dude, youwasted time and effort and now arethe lot of people can’t take something off internet… blamed. being wrongly Tourism Queensland grossly underestimated the that’s like Cook said. take a pee out of a trying to demand,quot; Mr swimming30,000 entries? You've got to be quot;Surprised by pool kidding. How could they be so blind?quot; Joe Rogan, Newsradio quot;With such an appealing prize that is open to people all around the world they should have expected at least 100,000 entries and planned for 500,000.
  89. 89. www.coraline.com Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50 bloggers
  90. 90. Desktop Widgets click on icon to see offer 2m downloads $80 m in direct sales in 1st year (2005) 2008 Q3: 10m clicks* www.southwest.com/ding/ * adage.com/article?article_id=132778
  91. 91. underspent it is the future repair, reuse, recycle check your search strategy CPA, ROI interactions transactions creative digital is dynamite
  92. 92. www.DigiMarketingNow.com Follow me on Twitter, Ian_Digi
  93. 93. 4 P’s of marketing Promotion Place Price Product
  94. 94. 4 P’s of digimarketing • create relevant Personalization personalization • collect data • drop by drop Particulars • build participant profiles • opportunities to review, comment, tag Participation • upload • clear opt-in • easy opt-out Permission • customer-chosen content & frequency
  95. 95. www.DigiMarketingNow.com Follow me on Twitter, Ian_Digi

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