DigiMarketing (Digital Marketing) implications for tourism marketing of the future. What's different about digital marketing.

1. Canada e-Connect 2009 DigiMarketing: The New Imperative Dr. Ian Fenwick Advisor Sasin Graduate Institute of Business Administration of Chulalongkorn University www.DigiMarketingNow.com www.Twitter.com/Digi_Ian

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

3. are you doing digital marketing right now?

4. what is digimarketing ?

5. 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. DigiMarketing: The Essential Guide to New Marketing & Digital Media , Kent Wertime and Ian Fenwick, Wiley 2008 www.DigiMarketingNow.com Digital Marketing, digimarketing , is the future evolution of marketing. It happens when the majority, or totality, of a company’s marketing uses digital channels. “

8. digital channels?

9. 1957 ARPA

10. 1957 ARPA first publically accessible on-line network 1979 1994

11. 2007 survey 2,400+ households in US, UK, Germany, Japan & Australia

12. 71% 2+ hrs/day

13. it’s not just north america

14. Internet penetration 2007 1.4 billion + http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG www.internetworldstats.com/ Africa has c. 30% mobile penetration South Africa c. 90% mobile penetration

15. Asia 40% China 253 million 19%

16. mobile social networking Shanghai-style

17. Locationally aware, in-taxi touch screens

19. DigiMarketing opportunity Source:Neo@Ogilvy Marketers Lag Behind Their Markets % Consumer Time Spent Online % Advertising Dollars Spent Online

20. digital’s not just the internet: traditional media go digital

21. Traditional Media Digital Media TV IPTV Radio Digital Radio Billboards Digital POS

25. digital will predominate

27. for me? mean what does that ?

28. mean what does ? digital

29. 8

30. Content is liberated 1

32. Content is liberated

33. Devices can interact

34. Ginza, Tokyo

35. QR Codes Devices can interact www.DigiMarketingNow.com

36. Oglivy: Japan

37. Oglivy: Japan

38. QR code window ads in taxis at Nagoya airport, Japan

39. Content is liberated 1 Digital devices are unique 2

40. Unique devices

41. Unique devices Canon Rebel 350 3 years old #560151117

43. Digital devices are unique 2 A new model for media 3

44. Content Creation Specialists Publishers, editors, vehicles Distribution channel (bookstores, newstands, TV/radio stations) Mass Media Consumers Traditional Media Model $$$ eyeballs expensive channel, production & filtering modest returns to creators

45. modest returns to specialist creators near free channel, free peer filtering modest returns to specialist creators New Media Model Generate Content Internet Publication Internet Distribution Consumers Consumers Generate Content

46. to find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Rupert Murdoch, quoted in Wired , July 2006 “

47. How many people here read blogs? … write blogs?

48. Digital respect

49. paid circulation 2007 <4 million almost 1.7 m US-based unique visitors 33-48 m page-views (May 2007) http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php ComScore, Nielsen NetRatings

50. People trust people http://www.nielsenbuzzmetrics.com/cgm at least twice as much as ads

51. … corporate blogs not trusted http://www.readwriteweb.com/archives/corporate_blogs_trust.php

52. … corporate blogs not trusted http://www.readwriteweb.com/archives/corporate_blogs_trust.php corporate blogs: the least trusted on-line information source

53. … can’t imagine why

54. … can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php &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 8.9&quot; 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;

56. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/

57. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/

58. http://blog.delta.com/

59. http://canadiantourism.blogspot.com/

60. Tourism Queensland www.IslandReefJob.com $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days

61. Tourism Queensland www.IslandReefJob.com 1 million visits in 7 days

62. A new model for media 3 Targets become participants 4

65. Participatory 1:many iPod’s Dirty Secret the Niestat Brothers Posted Nov 20, 2003 1M+ downloads in 6 wks Apple expands iPod warranties Offers new battery replacement mail - in service

66. www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr social networks

67. anyone a member of a social network site?

68. 87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008

69. Facebook 132 m unique visitors in June 2008 world’s fastest growing social networking site http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/

70. http://www.facebook.com/apps/application.php?id=2841359929&b=&ref=pd_r http://www.wilhelmus.ca/2007/11/gotta_ski_bc_facebook_applicat.html

71. http://apps.facebook.com/tripjane/home http://www.tripit.com/

72. Solving customer problems quickly

73. Impressions: Reach & Frequency Slob Ogilvy: Toronto http://www.youtube.com/user/tuffsheet Seen by estimated 500 million people Estimates from Ogilvy & Mather. Represents viewership through all channels, inclusive of free Television exposure. Evolution Involvement & Sustained Engagement

75. Targets become participants 4 Customers take control 5

76. Access and Restriction New Restrictions Unprecedented Access Marketers and Channels

79. OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld branded utility

80. Customers take control 5 Search: the point of entry 6

81. over 66 billion, 2007 in December alone http://www.comscore.com/press/release.asp?press=2018, Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. 41 billion at Google sites world population? about 6.6 billion 8.5 billion at Yahoo! sites 3.4 billion at Baidu.com on-line searches? 1.9 billion at Microsoft sites

82. do you have a search strategy for your business?

83. http://battellemedia.com/archives/000063.php John Battelle a massive database of desires, needs, wants, and likes that can be discovered, supoenaed, archived, tracked, and exploited to all sorts of ends the database of intentions… “

84. Organic Listings Search Engine Optimization (SEO) Paid Listings Search Engine Marketing (SEM)

85. Search: the point of entry 6 Mobile moves fastest 7

86. ?? mobile phone subscribers 1.4b internet users 1.3b landline phones 1.5b email boxes 1.5b TVs Communities Dominate Brand s Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore World? c. 6.6 billion people device 1.4b credit cards 3.3b From: Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008

87. mobile phone display projects via contact lens HMD 35 gms 28&quot; screen 6′ away

88. how does your website look on mobile devices?

89. it’s not advertising, “ it’s just a really cool way to say goodbye ”

90. http://www.mobvis.org/demos.htm Augmented Reality

91. Mobile moves fastest 7 Digital stuff stays! 8

92. iPod’s Dirty Secret the Niestat Brothers 2003

93. iPod’s Dirty Secret the Niestat Brothers 2003 Dude, you can’t take something off the internet… that’s like trying to take a pee out of a swimming pool Joe Rogan, Newsradio

94. “ the dog poop girl” June 2005 , South Korea

95. Content is liberated 1 A new model for media 3 Targets become participants 4 Customers take control 5 Search: the point of entry 6 Mobile moves fastest 7 2 Digital devices are unique Digital stuff stays! 8

96. 4 P’s of marketing Product Price Place Promotion

98. what’s next?

99. People often ask me if we’re nearing the end of the digital revolution—if technology progress is at a point of diminishing returns and the personal computer has reached the apex of its development. I believe the opposite is true…hardware and software will be the catalyst for advances during the next 10 years that will far exceed the changes of the last 30 years. Wall Street Journal , January 24, 2008 “ Bill Gates, chairman Microsoft Corporation

100. digital will predominate

101. www.DigiMarketingNow.com Q & A