Turn To Digital In A Downturn

www.DigiMarketingNow.com
www.Twitter.com/Digi_Ian

weji
crisis
danger opportunity

http://www.pinyin.info/chinese/crisis.html
http://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011801881.html
http://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1

“Look on the bright side, Dad.
Did you know that the Chinese
use the same word for quot;crisisquot;
as they do for quot;opportunityquot;?

Yes! Cris-atunity
http://snpp.com/episodes/2F08.html

the cris-atunity:
digimarketing

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

definitely
NOT
digital
marketing
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

Digital Marketing, digimarketing, is
the future evolution of marketing.
It happens when the majority, or
totality, of a company’s marketing
uses digital channels.
Thai Edition Nation Books 2009

DigiMarketing: The Essential Guide to
New Marketing & Digital Media,
Kent Wertime & Ian Fenwick, Wiley 2008

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

are you doing
digital marketing
right now?

1957 ARPA

1979 first publically accessible on-
line network

1994

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

48%
2+ hrs/day

9%
6+ hrs/day

71%
2+ hrs/day

19%
6+ hrs/day

Africa has c. 30%
mobile penetration

South Africa c. 90%
mobile penetration

Internet penetration 2007
1.4 billion +
www.internetworldstats.com/
http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

Asia 40%
China 253 million
19%

Forecast internet users, end 2008

Top 10 Top 10
Emerging Developed
Markets Markets
Brazil, Russia, India, Chi USA, Japan, Germany, U
na, Mexico, Turkey, Ind K, France, Italy, Spain, C
onesia, Iran, Poland, Sa anada, S
udi Arabia Korea, Australia

Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,

digital’s not just the
internet

why is
digimarketing a
cris-atunity?

DigiMarketing
underspent…worldwide % Consumer Time Spent Online
30%

25%

20%

Marketers Lag Behind
15%

Their Markets
10%

5% % Advertising Dollars Spent Online

0%
2003 2004 2005 2006 2007 2008 (E)

Source:Neo@Ogilvy

Thailand?
13m 20%
Bangkok?
business decision makers 80%
top management 93%
Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008

Hours/week, upmarket adults,
Bangkok
hours / week

14
Internet (excl. email)
1.1%
19
TV

54%
5 % of total mktg
Newspapers
spend Thailand, 2008
18%

5
Magazines

6%
Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

Hours/week, upmarket adults,
25-34 years old, Bangkok
hours / week

17
Internet (excl. email)
1.1%
17
TV

54%
4 % of total mktg
Newspapers
spend Thailand, 2008
18%

5
Magazines

6%
Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

1.1% of marketing funds get spent on internet

over 5 x more is
spent on cinema
over 6 x more is
spent on outdoor
almost 7 x more
is spent on radio
over 16 x more is
spent on newspapers
almost 50 x more
is spent on TV Source: GroupM – 2008 Media Outlook

underspent
bonus:
• your competition may not be there yet
• low entry costs & thresholds

it is not the
strongest of the
species that
survives…
nor the most
intelligent…

attributed, to Charles
Darwin…but
reportedly not found
in his written works

easier to learn if you start
early…
and you never forget

Source: www.stockphotos.com

“ The only experiments
doomed to
failure, are those
you don’t conduct.

Ian Fenwick

fast, not flashy
user friendly
tone

the least trusted on-
line information
source?

http://www.readwriteweb.com/archives/corporate_blogs_trust.php

…can’t imagine why


…can’t imagine why
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 8.9quot; 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;

fast, not flashy
user friendly
tone
all browsers

68%
21%
8%

1%

.7% .6%
http://marketshare.hitslink.com/ Scale only approximate

how does your
website look
on mobile
devices?

fast, not flashy
user friendly
tone
all browsers
cms
vdo

fast, not flashy
user friendly
tone
all browsers
cms
vdo
news/updates

underspent
it is the future
repair, reuse, recycle

Marketing Sherpa Business Technology Survey 2007. Technology purchases over
$25K

85% of business buyers go on-line during
the buying process

of those find their ultimate vendor on-
80% line

70% use search

27%
Of those who say they don’t do!
search
*Enquiro Business to Business Survey 2007

“ the database of intentions…

John Battelle

http://battellemedia.com/archives/000063.php

do you have a
search strategy
for your
business?

world population? about 6.6 billion
on-line searches?

about 61 billion, 2007
in August alone
31 billion at Google
(+5 b YouTube)

8.5 billion at Yahoo! sites
3.2 billion at Baidu.com

http://a-stat-a-day.com/?m=200710 comScore stats, based on top 50 internet properties where search activity is observed

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

underspent
it is the future
check your search strategy

“Half theadvertising
money I
spend on
is wasted;
the trouble is I don't
know which half
John [Nelson] Wanamaker (1838 –1922) a
merchant, religious leader, civic and
political figure: the father of modern
advertising.

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

underspent
it is the future
CPA, ROI

Awareness
Consideration
Preference

Action

Sales Funnel

Awareness
Consideration
Preference

Downturn
=
Judicious
Consumers
Action

Sales Funnel

Awareness
Consideration
Preference

Downturn Peer Social
=
ReviewsNetworks
Judicious
Consumers Web2.0
Action

Sales Funnel

anyone read
on-line
reviews?

• #2 driver of purchase decisions
(#1: personal advice from a friend)
• user reviews more influential than
rd party reviews1
3
• 86% read online reviews before
buying
2
(90% trust those reviews)
• 70% who read reviews share them
3
with friends, family, or colleagues
1quot;Web users and web community,quot; Rubicon Consulting, Inc. October 2008
2 Kudzu.com survey of 600 users, December 2008 All quotes from www.bazaarvoice.com/industryStats.html
3Deloitte & Touche, September 2007

anyone happen to
belong to a social
networking
site?

62% of brand-related talk features
products in a positive light

< 1% feature products negatively

www.imediaconnection.com/content/13386.asp

“Across all of Bazaarvoice clients, four and
five-star reviews outnumber one and two-
star ratings seven to one”

of course, it isn’t all
good, all the time…

do you know
what people are
saying about
you?

www.monitter.com www.serph.com http://spy.appspot.com www.blogpulse.com

bonus: new product development

http://www.ideastorm.com/

How many people
here read blogs?
…write blogs?

almost 1.7 m US-based unique
paid circulation
visitors
2007 <4 million
33-48 m page-views (May 2007)

ComScore, Nielsen NetRatings
http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php

People trust people
at least twice as much as ads

http://www.nielsenbuzzmetrics.com/cgm

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

bonus: new product
development
customer service

Solving
customer
problems quickly

bonus: new product development
customer service
user support

“Jeff” put in the equivalent of 4 months work
last year on the Dell community support
forum
“I actually enjoy helping people”

Dell Community Forum averages 9,000 posts per
week, posts that otherwise would have gone to Dell
Support Lines
Groundswell, Charlene Li and Josh Bernoff, : Harvard University Press, 2008

underspent
it is the future
CPA, ROI
interactions transactions

creative use of
digital is
dynamite

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

“ But while many will today learn
their applications were not
successful, blog sites and internet
forums have been buzzing with
complaints since the weekend,
when the Tourism Queensland website
crashed on the eve of the competition
deadline
Efforts by Tourism Queensland to boost
the server supporting the site ahead of
Sunday's international cut-off date
failed,
as the website was flooded with more
than 7000 applications at once.

“ Despite 20 consecutive attempts… US
hopeful Jeff Cook was unable to submit his
video entry online
The furious 51-year-old professional
photographer…slammed the promoter, after he
received an email from the website's regulators
advising his application was not accepted
because it exceeded the time limit
…sending out a mass email with the
subject line quot;The worst run contest in the
world”

I made sure my video was exactly one minute long.
I tested it on five different devices.
They created a monster that got out of control and a
lot of people wasted time and effort and now are
being wrongly blamed.
Tourism Queensland grossly underestimated the
demand,quot; Mr Cook said.
quot;Surprised by 30,000 entries? You've got to be
kidding. How could they be so blind?quot;
quot;With such an appealing prize that is open to people
all around the world they should have expected at
least 100,000 entries and planned for 500,000.

I made sure my video was exactly one minute long.
I tested it on five different devices.
They created a monster that got out of control and a
Dude, youwasted time and effort and now arethe
lot of people can’t take something off
internet… blamed.
being wrongly
Tourism Queensland grossly underestimated the
that’s like Cook said. take a pee out of a
trying to
demand,quot; Mr
swimming30,000 entries? You've got to be
quot;Surprised by pool
kidding. How could they be so blind?quot;
Joe Rogan, Newsradio
quot;With such an appealing prize that is open to people
all around the world they should have expected at
least 100,000 entries and planned for 500,000.

www.coraline.com

Hand-crafted boxes of artifacts used in the
stop-motion movie Coraline sent to 50
bloggers

Desktop Widgets
click on icon to see offer

2m downloads
$80 m in direct sales in
1st year (2005)

2008 Q3: 10m clicks*

www.southwest.com/ding/

* adage.com/article?article_id=132778

underspent
it is the future
CPA, ROI
interactions transactions
creative digital is dynamite

www.DigiMarketingNow.com
Follow me on Twitter, Ian_Digi

4 P’s of marketing
Promotion

Place

Price

Product

4 P’s of digimarketing
• create relevant
Personalization
personalization

• collect data
• drop by drop
Particulars
• build participant
profiles

• opportunities to
review, comment, tag
Participation • upload

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

Turn To Digital In A Downturn

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