12 Tenets of DigiMarketing (OgilvyOne)

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12 Tenets of DigiMarketing By Kent Wertime, President Asia Pacific, OgilvyOne Worldwide

A keynote presentation at Ogilvy Verge Singapore

For more information, visit www.the-open-room.com and verge.ogilvy.com.sg

Published in: Business, Technology

12 Tenets of DigiMarketing (OgilvyOne)

  1. DigiMarketing Key Tenets of Digital Marketing May 2008
  2. From “Perpetual (Digital) Revolution” Together, hardware and software will be the catalyst for advances during the next 10 years that will far exceed changes of the last 30 years. Mr. Bill Gates, AWSJ, January 25, 2008
  3. Tectonic Shifts
  4. Traditional Media Digital Media
  5. Traditional Media Digital Media
  6. Traditional Media Digital Media TV IPTV Radio Digital Radio Billboards Digital POS
  7. Traditional Media Digital Media US $455b US $55b 23% 6% Source: IBM, “Navigating the Media Divide” Study
  8. Traditional Media Digital Media ? The Cross-Over Point
  9. Why GM Gambled $1.5B On Digital Over the next three years, General Motors will shift half of its advertising budget to digital. Will that be enough to get the automobile manufacturer in gear? Michael Estrin is associate editor at iMediaConnection.
  10. Ongoing Confidence Gap 30% 25% 20% 15% The Marketing Confidence Gap 10% 5% 0% 2003 2004 2005 2006 2007 2008 (E) % Consumer Time Spent Online % Advertising Dollars Spent Online Source:Neo@Ogilvy
  11. digital will predominate
  12. Traditional DigiMarketing Marketing
  13. 01 From “New Media” to the New Mass Media (of One)
  14. Worldwide Today 0.9 b PC users 1.3 b internet users 1.3 b landline phones 1.4 b credit cards 1.5 b email boxes (0.8b) 1.5 b TVs 1.8 b active sms users 3. 0b mobile phone subscribers Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
  15. New Media Barons
  16. (cc) Lynette Webb, 2006
  17. ?
  18. “Radio in My Head”
  19. Yuan Shiao Nan
  20. Mass Media of One (Addressability) - Unique address - Individual user behavior - Personal settings & preferences - Two-way – individual direct response - Contextual content Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
  21. 02 From Targets to Participants
  22. Marketing Algorithm of Reach/Frequency
  23. Engagement Metrics & Planning
  24. From Mass to Personalization 03 (and the Privacy Paradox)
  25. Ease and Stress Ease and Frequency Stress
  26. Access and Restriction Unprecedented New Restrictions Access
  27. Tim Berners-Lee, BBC Interview, March 18, 2008: On personal data: “It’s mine – you can’t have it. If you want to use it for something, then you have to negotiate with me. I have to agree. I have to understand what I’m getting in return.”
  28. August 4, 2006: AOL released search records of 650,000 users over a 3-month period, 20 m searches August 7, 2006: they removed the file from their site August 9, 2006: New York Times identified & interviewed #4417749 August 22, 2006: AOL Chief Tech Officer & 2 others “left”
  29. September 12 2007:
  30. Why personalize? 80% want it Up to 58% will pay more attention if they get it!
  31. 04 From Selling to Serving
  32. 05 From Impressions to New Connections
  33. QR Codes Each one of these MOBICODES link to a specific mobile site.
  34. Quick Response (QR) Code for North West Airlines
  35. QR-Codes - MAGGI On-pack Communication Inside Package Outside Package
  36. Outside Code to introduce MAGGI Recipe 1st week 2nd week 3rd week
  37. New Connections HKIA Program
  38. 06 From Old to New “Physics” of Marketing
  39. August 23, 2004 A MAJOR MEDIA REVOLUTION HAS JUST OCCURRED… Consumers Spent More to Reach Media Than Marketers Spent to Reach Them. For years, the consumer went along with a model of intrusion perpetuated by the networks, advertisers and ad agencies… The consumer has decided to take over… Consumers are willing to pay for personalized information and entertainment that fits their interests.
  40. Generated User Content
  41. Distribution Power Growing You Tube: 58 Million monthly viewers*
  42. Leverage Impacted of Viral • Seen by and estimated 500MM X people globally • Equivalent value of $150MM+ in Viral video media
  43. 12 DigiMarketing Shifts From Traditional To DigiMarketing 1. Viewers………………………………………… Participants 2. Impressions……………………………………. Involvement 3. Broadcast Mindset……………………………. Addressable Mindset 4. Schedule-Driven………………………………. Time-shifted, Borderless 5. Marketer-Driven………………………………..Consumer-Initiated 6. Push Marketing…………………………………Opt-in and Share 7. Traditional Media Planning……………………New Media Planning 8. Managed PR……………………………………Digital Influence 9. Integrated Marketing…………………………..Unified Marketing 10. Data-Blind……………………………………….Data-Driven 11. Post-Campaign………………………………….Real-time 12. Partial ROI...…………………………………….Optimization
  44. - End -

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