The document discusses the evolution of digital marketing and media usage from the late 1950s to 2009, highlighting significant milestones such as the rise of the internet and social networks. It notes that internet usage and social media have transformed consumer behavior, with personal recommendations increasingly influencing purchase decisions. The author, Ian Fenwick, emphasizes the need to adapt marketing strategies to address these changes in consumer engagement and media consumption.

1. digital marketingian fenwickfor the Rotary Club of Bangkok South, 04.09.09

2. “…the future is already here. It's just not very evenly distributedWilliam Gibson

3. changesso what?future

4. changes

6. 1957http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA

7. 19571969ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/

8. 19571969. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source

9. July 20, 1969

10. July 20, 1969

11. 195719691979. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source

12. 1957196919791994

13. 19571969197919941998http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2 years earlier

14. 19571969197919941998

15. 2007 IBM Institute for Business ValueUS, UK, Germany, Japan & Australiausing 4+ hours/day66%TV? Internet? 60%2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss

16. 2007 IBM Institute for Business ValueUS, UK, Germany, Japan & Australiausing 4+ hours/day66%TV? Internet? 60%Using 6+ hours/day9%TV? Internet? 19%2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss

17. 20091.6 b + internet users41% in Asia,22% of Asians

18. 2009bigger than?2mhttp://wsjmediakit.com/newspaper/circulation

19. 2009bigger than?2m11mhttp://wsjmediakit.com/newspaper/circulation

20. 2009bigger than?11mhttp://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api

21. 2009bigger than?11m23m (US),45m wwhttp://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api

22. 2009bigger than porn?social network siteshttp://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html

23. 2009If Facebook were a country, it would be the 4th largest in the world

24. 2009but Facebook isn’t a country, it doesn’t have an anthem, a language, or a real culture

25. 2009Facebook is more a community of information than of friends; of recommendations & links

26. “Friends, not editors, shape internet habits”Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11

27. “Friends, not editors, shape internet habits”BBC45%54%66%New York Times19%30%32%Yahoo News13%13%17%Guardian12%18%23%Telegraph Media Group11%16%21%MSN News9%13%14%Times Online7%11%15%AOL News7%7%7%Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11

28. Thailand: 13.5m 21%Bangkok: biz decision-makers 80% top management 93% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008www.internetworldstats.com/stats3.htm#asia

29. Media use, hours/week, upmarket adults, Bangkok,hours/week14Internet (excl. email)1.1%TV19MagazinesNewspapers54%5% of total mktgspend Thailand, 200818%56%Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

30. Media use, hours/week, upmarket adults, Bangkok,25-34 years old,hours/week17Internet (excl. email)1.1%17TVNewspapersMagazines54%4% of total mktgspend Thailand, 200818%56%Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

31. 1.1% of marketing funds get spent on internet over 5 x more spent on cinemaover 6 x more spent on outdooralmost 7 x more spent on radioover 16 x more spent on newspapersalmost 50 x more spent on TVSource: GroupM – 2008 Media Outlook

33. Digital is NOT just internet

34. mis-allocation of resources

35. changesso what?

36. 4 Ps of marketingPromotionPlacePriceProduct

37. permission

38. permissionparticipation

42. Source: OgilvyOne, Thailand

43. http://www.slideshare.net/rashmi/meet-dave-meet-slideshare

44. ImpressionsInvolvementseen by estimated 500m peopleOgilvy & Mather estimate

45. ImpressionsInvolvementuploaded Dec, 2006seen by estimated 500m peopleSlob

46. read blogs?70%of active internet usersWrite blogs?35%…at least weekly?21%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

48. read on-line reviews?

49. #2 driver of purchase decisions1

50. 86% read before buying(90% trust) 2

51. 70% who read reviews share them31"Web users and web community," Rubicon Consulting, Inc. October 20082 Kudzu.com survey of 600 users, December 20083 Deloitte & Touche, September 2007

52. 62% of brand-related posts are positive < 1% are negativewww.imediaconnection.com/content/13386.asp

53. of course, might not be all good, all the time…

55. do you know what people are saying about your brands?

56. Solving customer problems quicklySolving customer problems quickly

57. games?

58. MK GAME

59. profilepermission(privacy)participation

60. http://dsc.discovery.com/sharks/frenzied-waters

61. personalizationprofilepermission(privacy)participation

63. personalizationprofilepermission(privacy)participation

64. changesso what?future

65. “People often ask me if we’re nearing the end of the digital revolution—if technology progress is at a point of diminishing returns…I believe the opposite is true…advances during the next 10 years will far exceed the changes of the last 30 yearsBill Gates, chairman Microsoft Corporation Wall Street Journal, Jan 24, 2008Wall Street Journal, January 24, 2008

66. the end