Change? Wot me? Digital Marketing is Here Already

Copyright © by ian fenwick. All rights reserved
digiAindra
Presentation for
Dr Ian Fenwick, founding partner, digiAindra co ltd
March 8, 2013
“Oxford University Museum of Natural History ... dodo - dead apparently” by FunkMonk
http://commons.wikimedia.org/wiki/File:Oxford_Dodo_display.jpg

digiAindra
digiAindra co ltd
strategic digimarketing based in Bangkok, Thailand. Founded by:
• Dr Ian Fenwick, co-author of best-selling DigiMarketing: The Essential Guide;
• Aung Kyaw Moe, payments expert, Founder & Group CEO, 2C2P;
• Nick Pisalyaput, WEF, Young Global Leader, President, CREATE
more about digiAindra co ltd
blending the timeless magic of fairy tales with the evolving magic of
digital devices, while maintaining the fun and playfulness of both
also operate: Woof Woof Studio
more about Woof Woof Studio
founding partners in Loyalty in Motion & iPointz
cloud-based loyalty programs, for mobile devices
more about Loyalty in Motion & iPointz

digiAindra
Part 1
Part 2
Part 3
digital: mainstream
marketing: lagging
social media
Three topics today.

digiAindra
Part 2
Part 3
Part 1 digital: mainstream
Ask yourself:
“last week which of the following did you do for 8+ hours:
a) watched network TV (TV with ads)?;
b) read newspapers &/or magazines?
c) listened to radio?
d) used the internet (on whatever device)?”
Then ask: “& where is your marketing money going?”
“does that make sense?”

digiAindra
Part 2
Part 3
Part 1 digital: mainstream
long-time coming

http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA
1957
…56 years ago
They had 3 computers (how many do you have?)
Your smartphone is more powerful than any they had!
& they linked them to form the first computer network
The origins of the web lie with this thing: Sputnik.
The 1st man-made object in space. Launched by the (then)
USSR. Which galvanized US into forming ARPA
(later re-named DARPA):

1979
first publicly accessible
computer network?
…34
years
ago
The first publicly accessible
computer networks
followed. This is a
Compuserve ad from 1983.
It was a dial-up network
(remember dials on

1979
first publicly accessible
computer network?
…34
years
ago
Read the ad. Don’t worry about what a CB
simulator is/was. That’s CompuServe trying to
explain a new technology in terms of the (then
understood now forgotten) old technology
What do we call this
now?
Yes, a social network.
& here it is 34 years ago.
This stuff ain’t new…it’s
been growing ever since

1991
first website?
…22 years ago
What does first website look like?
Well, most say it’s like a
magazine or newspaper.
At first, every new medium is
used to replicate the old medium;
then gradually we figure how to
go beyond that

digiAindra
Part 1
Part 2
Part 3
digital: mainstream
long-time coming
truly global

digiAindra
http://www.abc.net.au/radionational/programs/bigideas/what-does-our-technology-future-look-like3f/4003568 http://www.internetworldstats.com/stats14.htm#north
In 1998, 70% of the
world’s internet users were
from the United States…
by 2010 it was only 17%
“
now? US
Asia
<11%
>44%

digiAindra
38%
51%
Penetration
2015: China internet users double
USA & Japan combined
https://www.bcgperspectives.com/content/articles/digital_ec
onomy_globalization_china_digital_3_0_online_empire/
China’s Digital Generations 3.0: The
Online Empire Boston Consulting Group
80%
83%
70%
72%
240
m
269
m
245
m
USA
87 88 91
JapanChina
701
m
384
m
513
m
2009 2011 2015e
& China’s internet
penetration will still be
only just over 50%
...whereas US will be 80%+

digiAindra
38%
51%
Penetration
2015: China internet users double
USA & Japan combined
https://www.bcgperspectives.com/content/articles/digital_ec
onomy_globalization_china_digital_3_0_online_empire/
China’s Digital Generations 3.0: The
Online Empire Boston Consulting Group
80%
83%
70%
72%
240
m
269
m
245
m
USA
87 88 91
JapanChina
701
m
384
m
513
m
2009 2011 2015e
If not by 2015, then shortly
thereafter, China will likely become the
largest online retail market in the
world,
“ with close to 10 percent of
retail sales occurring online.
It already has more online
shoppers than any other market,
including the U.S.

digiAindra
hhttp://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/03/03/businessinsider-chart-of-the-day-heres-how-huge-the-tablet-market-could-get-2011-3.DTL
http://www.google.com/publicdata?ds=wb-wdi&met=sp_pop_totl&tdim=true&dl=en&hl=en&q=world+population, http://en.wikipedia.org/wiki/Landline http://reviews.cnet.com/8301-13970_7-
10454065-78.html www.statista.com/topics/841/tablets/chart/777/global-connected-device-shipments
http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/
http://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare
world population 7.0b
mobile subscribers 6.0b
internet users 2.1b
TV sets (2003) 1.4b
phone lines (2008) 1.3b
newspapers .5b
smartphones &
tablets .8b
PCs 1.3b
toothbrush users
3.5b
So that .8b will rapidly
become the 6b
& they’ll be browsing the
web with their
smartphones & the 2.1b
internet users today, will
become 6b.
About 15% of mobiles are smartphones. But in many countries, 50%
of new mobiles are smartphones.

digiAindra
hhttp://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/03/03/businessinsider-chart-of-the-day-heres-how-huge-the-tablet-market-could-get-2011-3.DTL
http://www.google.com/publicdata?ds=wb-wdi&met=sp_pop_totl&tdim=true&dl=en&hl=en&q=world+population, http://en.wikipedia.org/wiki/Landline http://reviews.cnet.com/8301-13970_7-
10454065-78.html www.statista.com/topics/841/tablets/chart/777/global-connected-device-shipments
http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/
http://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare
world population 7.0 b
mobile subscribers 6.0 b
internet users 2.1 b
TV sets (2003) 1.4 b
phone lines (2008) 1.3 b
newspapers .5 b
smartphones &
tablets .8 b
PCs 1.3 b
toothbrush users 3.5 b

digiAindra
http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
http://news.cnet.com/8301-30685_3-57350968-264/mobile-browsing-reaches-all-time-high/
http://royal.pingdom.com/2012/05/08/mobile-web-traffic-asia-tripled/
Globally 10% of browsing is already on mobiles.
In Asia it’s nearer 20%, & up almost 200% in last couple of
years.
If you don’t have a mobile strategy, you better get one
quick!

digiAindra
http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
http://news.cnet.com/8301-30685_3-57350968-264/mobile-browsing-reaches-all-time-high/
http://royal.pingdom.com/2012/05/08/mobile-web-traffic-asia-tripled/
Countries with
highest share of
mobile browsing?
Zimbabwe 58%
Nigeria 58%
India 48%
Sudan 45%
Zambia 44%
Uzbekistan 43%
Laos 36%
Did you get it right? Most don’t.
That’s developing countries leap-frogging technologies

digiAindra
Part 1
Part 2
Part 3
digital: mainstream
long-time coming
truly global
for all
Picture in your mind the “average internet user”
Got it clear in your mind?
Now read on

digiAindra
http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important-
demographic-in-tech/258087/
…women are our new lead
adopters
men’s role in technology
adoption continues to be overstated“
Intel researcher Genevieve Bell

digiAindra
women lead in
• talking on mobiles
• texting
• using skype
• using location-based services
• every social network, except LinkedIn
•…owning all internet-enabled devices
readers, healthcare devices, GPS
“the whole bundle of technology
is mostly owned by women
http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important-
demographic-in-tech/258087/

Tectonic
Shifts
The (un-noticed) movement of
tectonic plates re-made the
world, just as the growth of
digital is re-making marketing
Will you be the last to notice?

digiAindra
Part 1
Part 3
Part 2
digital: mainstream
marketing: lagging
long-time coming
truly global
for all

digiAindra
http://www.webanalyticsworld.net/
Globally, digital <20% of all ads
digital (US$B)
total ads
(US$B)
19% 21% 22%
digital
growth
rate
18%
% digital
16%

digiAindra
Part 1
Part 2
Part 3
digital: mainstream
marketing: lagging
screens
If you’re not doing substantial digital
marketing (digimarketing), not only are you
losing touch with consumers, you’re also
failing to develop crucial new skills.

digiAindra
http://www.oliverwyman.com/media/OW_EN_CMT_PUBL_2010_NewDigitalFuture.pdf
Print-people always talk about the “feel of paper”, the
“touch of magazine page”; the “delight of reading a book”.
Well maybe.
But like 78 rpm records, they may be good, but most people
will no longer experience them…&
what I never knew, I”ll never miss.

digiAindra
http://www.fotopedia.com/items/flickr-4711241023 by fritzon
This…gives way to:

digiAindra
this…sorry, but i
Actually, I’m not sorry, but it

digiAindra
A Magazine Is an iPad That Does Not Work
http://www.youtube.com/watch?v=aXV-yaFmQNk&feature=player_embedded
Watch this video of the toddler with the iPad…she tries to
interact with the magazine…and gives up in disgust.
Will she ever “miss” print?
Watch the video, it’s worth it:
http://www.youtube.com/watch?v=aXV-yaFmQNk&feature=player_embedded

digiAindra
Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/
So digital is screens & digital is also streams
Communication was once appointment-only:
the 9 o’clock news was only available on TV on channel x
at 21:00
Now it’s all about engagement…communication is 24x7
I only experience what engages me

digiAindra
How long can you go without
checking in on Facebook?
http://www.retrevo.com/content/blog/2010/03/social-media-new-
addiction%3F

digiAindra
http://www.bitrebels.com/social/the-secret-habit-of-many-twitter-addicts-do-you-do-it/
Diana Adams www.BitRebels.com
Here is my confession—I sleep
with my phone under my pillow
every night
…I almost never sleep an entire
night through without waking up
& checking my tweets…at least
two or three times
…I even wake up, tweet for an
hour or so, & then go back to sleep

digiAindra
Do you sleep with your mobile?
Pew Research Center
http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA
“have slept with phones on or right next to their bed”
male
67%
female
64%
18-29
90%
30-49
70%
50-64
50%
65 +
34%
24x7 really
& it’s possibly that your
mobile should be at least
1 meter from your head!

digiAindra
http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/
24x7 really really

digiAindra
WHOOPS! Starbucks insults entire
countries
http://www.huffingtonpost.com/2012/06/06/starbucks-ireland-twitter-fail_n_1574922.html
hard for marketers
to keep up 24x7
without screwing up

digiAindra
Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/
can easily become torrents

digiAindra
https://secure.flickr.com/photos/wurglitsch/6153011615/lightbox/ Niagara Falls by Rinaldo W http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1
if the news is
that important,
it will find me
focus group participant
How do people deal with today’s torrents of
communication?
They help each other

digiAindra
…I’ll read an interesting
story online & send the URL to
10 friends…
http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1
I’d rather read an e-mail from a
friend with an attached story
than search through a newspaper
to find the story

digiAindra
Part 1
Part 2
Part 3
digital: mainstream
marketing: lagging
screens
streams
sharing
& that’s a big part of the digital difference: sharing.
Humans love to share…food, warmth, accommodation.
Remember that CompuServe ad from 1983?
Sharing is now at the heart of new business models, but
that’s for another day

digiAindra
Sharing
In last 10 minutes:
https://www.youtube.com/yt/press/statistics., html http://mashable.com/2012/06/22/data-created-every-minute/ , http://www.nathanlustig.com/2012/06/06/2-89m-
facebook-users-will-die-in-2012-580000-in-the-usa/ http://www.lamebook.com/wp-content/uploads/2011/05/raising-the-dan.jpg
received 600+ hours of video
received 8m+ pieces of content
well over 3,000 emails sent
almost 1m tweets sent
almost 30,000 pics uploaded
almost 35,000 pics uploaded

digiAindra
Part 1
Part 3
Part 2
digital: mainstream
marketing: lagging
screens
streams
sharing

digiAindra
Part 2
Part 1
Part 3
digital: mainstream
marketing: lagging
social media
& of course sharing is the essence of social media
Social media is estimated to take 25%+ of all time on-line
& to be the 2nd most trusted source of information, right
after real friends & real family

digiAindra
Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964
,
the medium is the message
The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967
,
“
…the ….
medium is us!
Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964
Marshall McLuhan, 1964

digiAindra
Part 2
Part 1
Part 3
digital: mainstream
marketing: lagging
social media conversations

digiAindradigiAindraTraditional marketers hate conversations
They call their customers ‘targets’ & that’s how they treat
them: throw out the messages. If you miss someone, throw
more. We’ll hit them all the end…

digiAindra
Uyuni salt lake of Tunupa, Bolivia
http://www.alistapart.com/articles/conversation-is-the-new-attention/
Conversation is
the new attention
Christopher Fahey &
Timothy Meaney
A List Apart, April 19 2011
Now I want people to talk about me and my brands…that’s the
most credible way to get heard

digiAindra

digiAindra
https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066

digiAindra
Don’t be afraid of conversation…
 people write whatever they want
– so you see what they really think
– so you can build trust
– and improve
 social media doesn’t cause complaints
– your lousy service does that
– it’s just where the complaint is expressed
– where it can be recognized
– & addressed

digiAindra
Part 2
Part 1
Part 3
digital: mainstream
marketing: lagging
engagement

digiAindra
Stop thinking reach…how many followers, how many fans.
Think engagement: are they commenting? Posting?
Asking? Are you answering?
Engagement is how brands escape from the ghetto of
their pages to the real world of customers’ news feeds,
retweeting, & endorsements

digiAindra
…nurture is essential
Burson-Marsteller Asia-Pacific Social Media Study 2010
55% of Asian corporate
social media
accounts are inactive

digiAindra
Part 2
Part 1
Part 3
digital: mainstream
marketing: lagging
engagement
adventitious
Taking advantage of the
situation…quickly
Just like a witty
conversationalist

digiAindra
http://www.buzzfeed.com/rachelysanders/how-oreo-got-that-twitter-ad-up-so-fast https://twitter.com/Oreo/status/298246571718483968
Just one example: during
the superbowl 2013
black-out:

digiAindra
http://www.buzzfeed.com/rachelysanders/how-oreo-got-that-twitter-ad-up-so-fast https://twitter.com/Oreo/status/298246571718483968
it's been retweeted more than
14,000 times (and the same image
on Facebook has gotten more than
20,000 likes) — meaning that the
most powerful bit of marketing
during the advertising industry's most
expensive day may have been free
You don’t pay for the media, but social is NOT free, it
requires constant careful (skilled) attention…
which stays on brand

Part 2
Part 1
Part 3
digital: mainstream
marketing: lagging
social media
conversations
engagement
adventitious
screens
streams
sharing
long-time coming
truly global
for all
That’s all folks
Except for a couple
of quotes:

digiAindrait is not the strongestof the species
that survives…“
it is the one most adaptable to
change
nor the most intelligent

digiAindra
http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai

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