The document discusses the evolution of digital marketing (digimarketing) and its implications for the financial services industry, emphasizing the growing internet user base in Asia, particularly Thailand. It outlines key digital media trends, consumer behaviors, and the significance of social media engagement for brands, especially in reaching Generation Y. Additionally, the report highlights the necessity for financial institutions to adapt their marketing strategies to remain relevant in a rapidly changing digital landscape.

1. DigiMarketing: Implications for Financial Service IndustryPrepared for K-BankMay 6, 2010Turnkey Digital Marketing group@digiAindra.comCopyright © by digiAindra Co., Ltd. All rights reserved

2. Agendadigital mediachanging behavior4 P’s of digiMarketing future

3. Digital Media1.8b+ internet usersNASDAQ IXIC Composite Index

4. 20091.8 billion +Asia 42% of all users(20% penetration)China 384 million (29%)Source: http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNGwww.internetworldstats.com/

5. >Top 10 DevelopedMarketsTop 10 Emerging MarketsUSA, Japan, Germany, France, UK, Italy, Spain, South Korea, Canada, AustraliaBrazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland, Saudi ArabiaTechnology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,Not just developed countries

6. Thailand: 13.5m 21%Bangkok: digiAindrabiz 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

7. Media use, hours/week, upmarket adults, Bangkok,digiAindrahours/weekInternet (excl. email)141.1%19TVMagazines54%Newspapers5% 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

8. Media use, hours/week, upmarket adults, Bangkok,digiAindra25-34 years old,hours/week417Internet (excl. email)1.1%17TVTVMagazines54%NewspapersNewspapers% 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

9. Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook communityhttp://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market

10. http://www.facebakers.com/countries-with-facebook/THApril 30, 2010: Thailand 3.24 mFacebook users

11. http://www.facebakers.com/countries-with-facebook/THApril 30, 2010: Thailand 3.24 mFacebook users“large populations & growing internet connectivity, are pushing Asia’s Pacific Rim countries to the forefront on Facebook…

12. Agendadigital media mainstream

13. growing

14. AsianAgendadigital mediachanging behavior

15. Internet passes TV, Q4 2009, CdaSource: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720

16. Internet passes TV, Q4 2009, CdaSource: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720

17. Most essential medium, US 2010Arbitron & Edison Researchhttp://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.phphttp://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf“Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”42%37%14%5%

18. Interactive TV – 07Showhttp://www.manytv.com/07show/ก่อนออกอากาศผู้เล่นควรเตรียมตัวให้พร้อม และควรประจำที่ ก่อนออกอากาศ 1.30 ชั่วโมง และใส่หูฟังไว้ตลอดเวลา ในคอยฟังการเทสต์สัญญาณกับทางทีมงาน (ทางทีมงานจะทำการทดสอบความพร้อมทีละคน)เล่นเกมส์ Webcast ออกรายการสด

20. Behavior ChangingBy Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States

21. Behavior ChangingBy Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States

22. Thailand:“India, Thailand& New Zealand are leading the curve, with more than 90% ...very satisfiedAged 18-64, with personal bank accounts, & who accessed the internet at least once a week“extremely/very satisfied” with online shopping93%shop online87%86%63%44%43%http://www.masterintelligence.com/reports.jsphttp://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf

23. Thailand:Aged 18-64, with personal bank accounts, & who accessed the internet at least once a week“extremely/very satisfied” with online shopping93%shop online87%86%63%44%43%http://www.masterintelligence.com/reports.jsphttp://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf

24. Online spending increasingMaster Card Survey: Thais ages of 18 and 64 years with personal bank accounts and who accessed the internet at least once a week.http://www.masterintelligence.com/reports.jspwww.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf“Online shopping has become essential to more than half of the respondents from China, Korea, Japan, India & Thailand

26. “Digital Marketing (digimarketing) is the evolution of marketing, happening when the majority of a company’s marketing uses digital channelsDigiMarketing

27. “[US]marketers’ digital spending to overtake print for the first time ever…Source: Outsell, March 8, 2010http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100308005991&newsLang=enMarketing catching up

28. 2009e2009 baht*2008 baht% growthTV49.9 m4%51.9 mRadio6.9 m-11%6.1 mPrint21.1 m-9%19.1 mOutdoor6.4 m2%6.5 mInternetTOTAL0.17 m88.6 m44%0%0.25m89.0 mThailandNielsen Media Research, reported in Marketing and Media, Mindshareworld Co Ltd : Yr 2009 estimated

29. digimarketing“What does it say about a brand if they aren’t involved with sites like Facebook or Twitter?It shows they’re not really with it or in tune with the new ways to communicate with customersfemale aged 18-24Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail

30. digimarketing“What does it say about a brand if they aren’t involved with sites like Facebook or Twitter? they’re not interested in the demographic that frequents Facebook & Twitter, or they’re unaware of the opportunitymale aged 35-39Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail

31. digimarketing“What does it say about a brand if they aren’t involved with sites like Facebook or Twitter?it's EXPECTED that a company have some digital face…they need a strong electronic presence or you doubt their relevancefemale aged 50-54Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail

32. Agendadigital mediachanging behavior opportunity

33. agile

34. new mindsetAgendadigital mediachanging behavior4 P’s of digiMarketing

35. 4Ps

36. 4PsPermissionParticipationThe 4Ps of digimarketingClear opt-in

37. Easy opt-out

38. Customer-chosen content & frequency

39. Relevance35

40. “Audience is as antique a term as record, the one archaically passive, the other archaically physicalWilliam Gibson36

41. Today’sConsumers

42. ParticipationSource: OgilvyOne, Thailand

43. ParticipationSource: AsiaSoft, Thailand

44. ParticipationHSBC-"Your Point of View", Live Theatre Windows Campaign ; http://www.youtube.com/watch?v=Pn8oEn0WHnY

45. ParticipationSource: http://www.slideshare.net/rashmi/meet-dave-meet-slideshare

46. 4PsPermissionParticipationThe 4Ps of digimarketing(Privacy)Profile

47. Personal Financial Assistanthttp://www.mint.com/http://websha.com/mint.com

48. Mint is now aggregating data from its 1.5 m users & mining it for personal spending trendshttp://www.fastcompany.com/blog/chris-dannen/techwatch/mintcom-add-data-mininghttp://www.mint.com/

49. http://www.mint.com/Report Summary

50. Report Summary“Eventually, we’ll do this for research …creating a streamlined for-pay service allowing businesses to mine spending habits“definitely potential for a financial adviser product down the linehttp://www.mint.com/

51. My Money Skillshttp://www.mymoneyskills.me/english/gt/main.jsp

52. 4PsPermissionParticipationThe 4Ps of digimarketingPersonalization(Privacy)Profile

53. Personalization

54. Personalization

55. PersonalizationSource: Ogilvy Brazilhttp://www.youtube.com/watch?v=lH-PK9MM45U

56. 4PsPermissionThe 4Ps of digimarketing1http://www.emarketer.com/Article.aspx?R=1007599 2http://www.networkadvertising.org/pdfs/NAI_Beales_Release.pdfPersonalization“behaviorally targeted ads twice as effective(Privacy)ProfileParticipation

57. Personalization or stalking?Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.htmlhttp://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html“Surprise me: don’t scare me!

58. Personalization or stalking?Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.htmlhttp://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html“way too invasive for me…I have blocked Criteo ads completely“dynamic serendipity“Surprise me: don’t scare me!

59. Permission - Participation Profiling - Personalization engagein a socialcontextDigiMarketing

60. Social networks are mainstream lifehttp://www.southparkstudios.com/episodes/267112/

61. Agendadigital mediachanging behavior4 P’s of digiMarketingPermission - Participation Profiling - PersonalizationEngage in a socialcontext

62. Agendadigital mediachanging behavior4 P’s of digiMarketing future

63. Top 10 Most Innovative Companies in Financehttp://www.fastcompany.com/mic/2010/industry/most-innovative-finance-companies http://thefinancialbrand.com/11006/9-considerations-about-financial-innovation/“eight of the 10 most innovative companies in the financial industry aren’t banks

64. “Generation Y” is an important demographicThe Asian Banker, April 23, 2010http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocument

65. “Generation Y” is an important demographicThe Asian Banker, April 23, 2010http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocumentAsian banks in particular, are seen as lagging behind the use of social media compared to their counterparts outside of Asiamost banks don’t place enough emphasis on innovation as they are used to pushing information to their customers. with the emergence of user-generated content…banks are having to deal with the flow of reactions about their services & products at an intensity & pace that most cannot even recognise, much less catch up to, Katkov, SVP Asia of Celent’s Asia Research Group social network’s being the second most powerful influenceover a person’s branding choice, social media is something banks can no longer ignore.Catalysts for Change - The Implications of Gen Y Consumers for Banks” has shown that Generation Y’s spending is poised to surge from $600 billion in 2009 to $2.45 trillion by 2015.

66. Dexia Bank: creates Axionfor 12-25 year oldshttp://www.dexia.be/nl/Particulier/VIADEXIA/LandingPages/LP_Axion/ http://www.axionweb.be/static/FR/index.aspxhttp://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/

67. AxionCreated rock concerts on banner ad sized stagehttp://www.youtube.com/watch?v=G5tW1JJqe3Uhttp://www.axionweb.be/static/FR/index.aspxhttp://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/

68. Dexia BankShowed the concerts in banner adshttp://www.dexia.be/nl/Particulier/VIADEXIA/LandingPages/LP_Axion/ http://www.axionweb.be/static/FR/index.aspxhttp://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/Bands (& fans) could copy and embed on their own sites7 million paid impressions

69. embeds on bands’ fan pages & blogs 40,000 free impressions

70. 45,000 unique visitors to the microsite

71. 7,500 voted for favorite bandBucks First Credit Union: Project FlipsideThe Alternative to Doing Nothing: a community-based social media program http://thefinancialbrand.com/10651/bucks-first-fcu-project-flipside-gen-y-promotion/ : March 12, 2010use Gen-Y to communicate with Gen-Ypromoting financial literacy & the dual chequing/savings Flipside Account

72. Don’t forget “friends & family”http://thefinancialbrand.com/11342/fiserv-gen-y-banking-study/, April 14, 2010