1. The Role of Digital Marketing in Current Digital Age Dr Ian Fenwick Sasin Graduate Institute of Business Administration BangkokBizNews, July 24, 2009 NPS Photo
3. “ Digital Marketing, digimarketing, is the evolution of marketing. It happens when the majority, or totality, of a company’s marketing uses digital channels.
4.
5. “ …the future is already here. It's just not very evenly distributed. WilliamGibson
9. Internet penetration 2009 1.6 billion + www.internetworldstats.com/ http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
10. % Advertising Dollars Spent Online % Consumer Time Spent Online marketing lag Source:Neo@Ogilvy
11. Internet users, end 2008 > Top 10 Developed Markets Top 10 Emerging Markets USA, Japan, Germany, UK, France, Italy, Spain, Canada, S Korea, Australia Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland, Saudi Arabia Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,
12. 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 2008 www.internetworldstats.com/stats3.htm#asia
13. Media use, hours/week, upmarket adults, Bangkok, hours/week 14 Internet (excl. email) 1.1% 19 TV Magazines Newspapers 54% 5 % of total mktgspend Thailand, 2008 18% 5 6% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
14. Media use, hours/week, upmarket adults, Bangkok, 25-34 years old, hours/week 17 Internet (excl. email) Internet (excl. email) 1.1% 17 TV Newspapers Magazines 54% 4 % of total mktgspend Thailand, 2008 18% 5 6% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
15. 1.1% of marketing funds get spent on internet over 5 x more spent on cinema over 6 x more spent on outdoor almost 7 x more spent on radio over 16 x more spent on newspapers almost 50 x more spent on TV Source: GroupM – 2008 Media Outlook
22. “ Half the money I spend on advertising is wasted; the trouble is I don't know which half John Nelson Wanamaker (1838 –1922) From the George Grantham Bain collection at the Library of Congress. According to the library, there are no known restrictions on the publication of these photos. http://en.wikipedia.org/wiki/File:Johnny-Wanamaker2.jpg
23. Best Practices for Optimizing Web Advertising Effectiveness, R E Bruner and M Gluck, Doubleclick May 2006 http://www.doubleclick.com/insight/gallery/examples/dolby-ocean.asp http://www.doubleclick.com/insight/gallery/examples/dolby-storm.asp
29. To find something comparable, you have to go back 500 years to the printing press, the birth of mass media…. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control “His Space,” Spencer Reiss July 2006
30. Traditional Media Model modest returns to creators expensive channel, production & filtering $$$eyeballs creatives publishers, editors bookstores, news stands, TV/radio stations consumers
31. Consumers Generate Content Internet Publication Internet Distribution modest returns to creators near free channel, free peer filtering modest returns to creators Consumers Generate Content New Media Model
34. Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008 70% 50% read at least weekly 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
35. Started my own blog % of active internet users 16-54 years old, March 2008 35% 21% write at least weekly 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
37. Thinking about using the internet, which of the following have you done? Start my own blog (% of population 16-54 year-olds) 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
42. “ Virgin’s perspective about social media isn’t a marketing channel but an engagement channel. We ask our community to answer questions. We love social media.” 20,000+ followers on twitter: most common question: should I fly Virgin? “the community closes the sale” Porter Gale, V-P Marketing Virgin America http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/
44. World population? Internet users? Landline phones? Credit cards? TV sets? Mobile phone subscribers? Thailand? http://www.itu.int/ITU-D/ict/newslog/Indonesia+Overtakes+Japan+To+Take+Third+Place+In+Asia+Subscriber+Rankings.aspx Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
45. 1st SMS sent December 3, 1992 how many sent in 2007? % sent in Asia Pacific? http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research
67. Facebook 132 m unique visitors, June 2008world’s fastest growing social networking site www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9 http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/ http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/
69. How much do you trust the following information sources? http://www.readwriteweb.com/archives/corporate_blogs_trust.php
70. …can’t imagine why "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" 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." http://www.readwriteweb.com/archives/corporate_blogs_trust.php
76. 70% who read reviews share them with friends, family, or colleagues31"Web users and web community," Rubicon Consulting, Inc. October 2008 2 Kudzu.com survey of 600 users, December 2008 3Deloitte & Touche, September 2007 All quotes from www.bazaarvoice.com/industryStats.html
77. 62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/content/13386.asp