Digital marketing opportunities & pitfalls, thailand regional forum

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Digital Marketing:
Opportunities & Pitfalls
Ian Fenwick
Thailand Regional Forum
3rd March 2011

Copies are on-line Copyright ian fenwick. All rights reserved
at www.SlideShare.net/ian.fenwick
©

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An evolution for better or worse

Copyright © ian fenwick. All rights reserved

The future is
already here. It's just
not very evenly
distributed
William Gibson
As the famous Canadian science fiction writer, who coined
the name ‘cyberspace’ said…

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“ we fish where the fishes are
“

When the 2nd largest advertiser in the world was
asked why he intended to double digital spend, he
replied: “we fish where the fish are”.
Consumers are already in digital media, it’s the
http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/

marketers that are lagging behind Copyright © ian fenwick. All rights reserved

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Part 1 digital days

Part 2 digimarketing mindset

Part 3 do it now


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Asia 42% (825m)
(21.5% penetration)
China 420 million
(31.6%)
Internet penetration 2010
1.97 billion + (29%)
Internet is already 42% Asian, yet Asian countries
have av internet penetration of only 21.5% vs 29%
globally; within the next few years, Asia will
http://internetworldstats.com/ Stats taken from site December 2010

dstats.com/ dominate the internet
http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
Copyright © ian fenwick. All rights reserved Copyright Ian Fenwick

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Internet in Thailand
of Thailand’s
17.4m, 26% population

66% of Bangkok’s population
Thailand averages about 26% penetration, but in Bangkok
and amongst business leaders much, much higher

30m mobile internet users by 2014
Thailand’s mobile penetration is over 100%, similar to Australia. It’s the
internet penetration that lags; most likely many people will leap to mobile
browsing
http://www.netboosterasia.com/news.php http://internetworldstats.com/
http://www.nationmultimedia.com/2010/02/09/pda/technology_30122120.html
http://asiancorrespondent.com/jon-russell/2010/01/20/12-million-mobile-internet-users-in-thailand-says-ais

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Jan, 2010: Thailand world’s 2nd fastest
growing Facebook community

Thailand started 2010 with 1.6 m FB users, and one
the highest monthly growth rates in the world
http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market

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March 2011

Most people know that the US is FB’s largest
country, as of March 2011 estimated at over 152m
Americans on FB

What’s the second largest FB country?
Try to decide before next slide

http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html

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March 2011

Yes, it’s Indonesia with over 35 m FB members…and
only a 14.5% penetration…lots of room to grow.
China of course is missing, FB is officially banned in
China. Notice the other Asian countries ranking high
Asia
146M FB users
 43% in last 6 mths


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March 2011

Asia
146M FB users

Thailand is FB #19, which given it’s the 20th most
populous country in the world…and China’s FB is
missing in action…that’s where Thailand “should”
be


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#3 March 2011
#4
#22 The inset numbers are the
#17
#12 countries’ ranks by
#2 population size.
#11 Bangladesh #7 by
#21
population is FB#60;
Nigeria pop #8 is FB39;
#14 Russia pop #9 is FB25 (it
#5
has its own popular
vKontaket social network
with throws in Torrent
sharing

#20
http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html CIA World Fact Book


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#3 March 2011
#4
#22 Japan is pop#10 FB44, it’s
#17
#12 own Mixi has a 80% share
#2 of sns in Japan at 22m
#11 members
#21
Vietnam is pop #13 and
has it’s own ZingMe plus
#14 FB is sometimes blocked
#5

#20
http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html CIA World Fact Book


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Do you check/update Facebook or
Twitter after you go to bed?

Digital media actually
change our behaviors
radically

http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F

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Here is my confession – I sleep
with my phone under my pillow every
night.
Not only that, I almost never sleep an
entire night through without waking
up & checking my tweets,
my replies & my DMs at least two or
three times. Sometimes I even wake
up, tweet for an hour or so, & then go
back to sleep.
Diana Adams
http://www.bitrebels.com/social/the-secret-habit-of-many-twitter-addicts-do-you-do-it/ reserved
Copyright © ian fenwick. All rights
www.BitRebels.com

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Do you sleep with your mobile?
Pew Research Center
90%

67% 70%
64%
50%
34%

male female 18-29 30-49 50-64 65 +
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”


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digital
will
predominate

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Story is told that if a frog is placed in a pan of water
and slowly warmed, it will stay happily in place until
its environment boils and it dies.
Story’s not true: frog jumps as soon as water
warms. What about marketers? Will they notice that
their markets have changed before it’s too late?

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Agenda

Part 1 digital days 
daze
Part 2
For many marketers it’s not digital DAYS it’s a digital
DAZE…they just aren’t sure what to do
Part 3 is new, and it can look very complicated
Digital
There’s a lot to do, and to keep doing, all of which
needs to be brand-building


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digimarketing: lots of moving parts
face-
brand book SEO QR
building codes
SEM
email, web
ezines
sites games,
twitter digital virtual
worlds
presence e-
commerce
augmented nurture
reality
edm your
lists
video mobiles digital
LBM
presence

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Agenda

Part 1 digital days


Part 3


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Traditional 4 P’s

Product Price

Promotion Place


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Digimarketing 4 P’s
Digital media are very much under customer control: if I don’t like your
emails, I put them in the spam folder, and you can never talk to me again
(and if enough people do it, you won’t be able to email anyone again)
If I don’t like your web ads, I’ll block them; if I don’t like your SMS’s I’ll
block them, once you’re blocked you’re blocked!


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• clear opt-in
• easy opt-out
• customer-chosen content & frequency
• relevance

Permission means getting people to
Opt-in to receive your messages…it’s
better for all. The marketer gets to talk
to people who are interested; the
consumer gets what they’re interested
in getting


Most marketers seem to imagine their markets like this: passive, sit-back
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coach potatoes. They even call them targets.
And what do targets do? Nothing…just wait to get hit. And that’s
traditional marketing. Fire messages at the targets, if they manage to
avoid the message…fire more!

Copyright ©© ian fenwick.ltd. All rights reserved
Copyright digiAindra co All rights reserved
25

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Today’s Consumers

Today’s consumers aren’t lean back passive…they’re lean forward active,
participants. The more they participate with your brands, the more they
learn about your brand…the more they engage: and the less time they
have for your competitors’ brands.

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Participation can be as simple as this email…the message is hidden until
the recipient interacts with it and selects the entire email. Then the
message is visible: it’s an invite to a party.

Source: OgilvyOne, Thailand


Or as complex as a game. This game is “skinned” with the branding of a
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restaurant chain. As people play the game they are immersed the brand.
Typically players spend 5+ minutes with total attention. Far more
engagement than a TVC produces

Source: Asiasoft (Thailand)

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Viral marketing relies completely on participation: the consumers pass
your message for you.
http://www.slideshare.net/rashmi/meet-dave-meet-slideshare

Consumers have a huge advantage over marketers: other consumers
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trust them! anything we can do to harness the recommendations by

“
consumers to consumers will be tremendously effective

…internet users trust recommendations
from people they know
& opinions posted by unknown
consumers online
more than advertisements on television,
on the radio, in magazines and
newspapers, or in
other traditional media
Cited in http://www.bazaarvoice.com/resources/stats
Nielsen Online, April 2009


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consider
aware
like
engaged
ready to
act
ACTION

We’ve recognized the sales funnel for a long time


We’ve eventually come to recognize the value of post-Action, loyalty and
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brand advocacy

consider
aware
like
engaged
ready to
act
ACTION

loyal

advocate

And now start to see the value of digiAindra
social media as a trumpet to amplify
the recommendations of our brand
advocates

consider engaged
ACTION
advocate
ready to
act
aware like

Social media TRUMPET


During that Participation, it’s not just the customer learning about our
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brand…it’s our brand learning about the customer. One-by-one. Using the
unique identification of digital media to form a profile of each customer.
Every time the customer participates, every time they interact with our
digimarketing, we collect a drop of data to add to his/her profile


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All in pursuit of the ultimate marketing goal: personalization

We’ve eventually come to recognize the value of post-Action, loyalty and
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brand advocacy


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Personalization

If I’m not logged in Amazon can’t personalize, they serve me a rather
bland uninteresting array of products


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Personalization

If I am logged in, Amazon uses all the information they have collected
about me, from searches on the site, reading reviews on the site, & any
purchases I’ve made to serveianan array of products JUST FOR ME
Copyright © fenwick. All rights reserved

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Personalization

Trip Advisor uses
Facebook’s Instant
Personalization to
leverage all the FB
relationship data to
show me my Friends’
activities , reviews etc.

http://www.rottentomatoes.com/

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Personalization

The start of “Social Search” where pages are weighted not by a generic
Google Page Rank, but by how my friends use the web

http://www.rottentomatoes.com/

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But there’s another P lurking; Privacy. If I trigger consumers’ Privacy
concerns, the shutters crash down, consumers cut me off from building
their profiles…then I can’t Personalize. And much of the power of
digimarketing will be lost


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I’m sure this tension between Privacy and Personalization will be one the
defining issues for digimarketing over the next few years…I hope
marketers don’t screw it up. But I fear they will


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Profile (Privacy
) 4Ps
The American Civil Liberties Union had an entertaining video of the dark
side of profiles. In this example, the pizza delivery clerk shows off what
she knows about the customer with NO ATTEMPT to use that profile to
improve the customer’s experience & create benefit
http://www.aclu.org/ordering-pizza

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I said that behaviorally targeted (personalized) ads were twice as
effective, but only when the customer experiences additional benefit


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Personalization or stalking?

This blogger recounts how he searched on the Kuoni site for holidays in
Thailand. He then saw these banner ads on a site was browsing later.
Just like the ACLU video the marketers are just showing off what they
know, not adding value for the consumer. No wonder this freaks people
out

Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html
http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html


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Part 1 digital days


Part 3
do it now


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site speed

People often ask me how they can improved their websites. Almost
always it comes down to SPEED. The fancy images and animations may
be v nice: but if I can’t see what I want, or at least where to go to get what
I want, within a few seconds…I’m gone

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/


Then make sure your site works in all browsers. There’s digiAindra for
no excuse

site speed
ignoring the 40% of users that are NOT using IE. Your technical people
can even serve different versions of the site for different browsers

browsers

5% 2%
8%
23%
60%


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site speed 2013
browsers

And don’t forget mobiles. Many of your customers will be browsing on
mobiles now. Does your site still work and look good?
By 2013 there will be more mobiles capable of browsing the web than
there are old-fashioned computers
By 2015 mobile will be the browsing of choice…get ready now

2015

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speed
browsers
user friendly

Don’t ask your IT people if the site is User Friendly.
Don’t ask your Marketers.
Don’t ask the President’s husband
The only ones who know are USERS


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speed version of your site
And to be User Friendly on mobiles, you probably need to serve a special
mobile

browsers
user friendly
• special mobile version
• save space
• simplify menus
• separate/highlight buttons
• minimize text entry


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speed
browsers
user friendly
content plan
Remember the elephant…it needs feeding every day or so…who will do
it?


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speed
browsers
user friendly
content plan
Yes Content is the elephant. Digimarketing eats up content. At first
everyone will help with comments on the Facebook page, tweets and
retweets, uploading pics, writing review.
But after the first few weeks, as “they” all go back to their regular jobs,
who will do it? Someone must. Nothing says “don’t care” like a FB page
not updated for areserved
Copyright © ian fenwick. All rights
week…

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speed
browsers
user friendly
content plan
search strategy


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you
are
here


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speed
SEO search engine optimization, hopefully gets you up the organic

browsers ads
search listings; SEM Search Engine Marketing is all about your paid
search
You almost certainly need both
user friendly
content plan
seo
search strategy
sem


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Paid
Search

Google
Places

Organic
Search


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speed
browsers
user friendly
content plan
search strategy
social media

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What are Social Media?

people sharing content with people
creating content for people
people helping each other;
and bypassing traditional

marketing…like yours


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traditional marketing was a
monologue marketers talked,
people listened (maybe)
people are tired of monologues, they want
dialogues
social network marketing is a
series of conversations

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