launch of vietnamese edition of digimarketing: the esential guide to new media & digital...

copyright Ian Fenwick, all rights reserved 2009

DigiMarketing Unleashed

Dr. Ian FenwickFounding Partner digiAindra Co Ltd.

Advisor & Professor of Marketing Sasin, BangkokProfessor Emeritus & Senior Scholar, Schulich School of

Business, Toronto


frogs jump…


frogs jump…will you?


what is digimarketing?


Digital Marketing, digimarketing, is the evolution of marketing.“It happens when the majority…of a company’s marketing uses digital channels.


are you doing digital marketing

right now?


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

Gibson

“


opportunity1

digital media2

difference3


2 3

opportunity1


under spent

why a digimarketing opportunity?


Internet penetration 20091.6 billion +

http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

www.internetworldstats.com/

copyright Ian Fenwick, all rights reserved 2009Source:Neo@Ogilvy

% Advertising Dollars Spent Online

% Consumer Time Spent Online

marketing lag

2003 2004 2005 2006 2007 2008

-5%

0%

5%

10%

15%

20%

25%

30%


Internet penetration 20091.6 billion +

http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

www.internetworldstats.com/

Asia 41%China 298 million

22%

copyright Ian Fenwick, all rights reserved 2009Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,

> Top 10

DevelopedMarkets

USA, Japan, Germany, UK, France, Italy, Spain, Canada, S

Korea, Australia

Top 10 Emerging Markets

Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran,

Poland, Saudi Arabia

Internet users: 2008


mis-allocation of resources


under spent

the future



digital will

predominate

copyright Ian Fenwick, all rights reserved 2009Source: http://www-03.ibm.com/press/us/en/pressrelease/22206.wss

60%1-4 hrs/day

66%1-4 hrs/day

9%6+ hrs/day

19%6+ hrs/day


it is the one most adaptable

to change

it is not the strongest of the species that survives…

“nor the most intelligent…


easiest to learn if you start early

& you never forget

Source: www.stockphotos.com


under spent

the future

trackable


copyright Ian Fenwick, all rights reserved 2009From 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

John Nelson Wanamaker (1838 –1922)

Half the money I spend on advertising is wasted; trouble is I don't know which half

“


cost per clickcost per action


under spent

the future

trackable



2 3

opportunity1


opportunitydigital media

1 32


common language

what about digital media?


Quick Response (QR) Code for North West Airlines

Ogilivy: Japan


common language

new media model



To find something comparable, you have to go back 500 years to the printing press, the

birth of mass media….

“His Space,” Spencer Reiss Wired, July 2006

…it’s the people who are

taking control

Technology is shifting power away from the

editors, the publishers, the establishment, the

media elite.

Rupert Murdoch


creatives

publishers, editors

bookstores, news stands, TV/radio

stations

consumers$$$eyeballs

Traditional Media Model

expensive channel, production & filtering

modest returns to creators


Internet Publication

Internet Distribution

near free channel, free peer filtering


Internet Publication

Internet Distribution


near free channel, free peer filtering


Consumers Generate Content

Consumers Generate Content


posted Nov 20, 20031m + downloads in 6 weeks

copyright Ian Fenwick, all rights reserved 2009http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php

ComScore, Nielsen NetRatings

Perez Hilton


paid circulation2007 <4 million

1.7 m unique visitors (US only, 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

Perez Hilton


common language

new media model

mobile



World population? 6.6 b

Internet users? 1.6 b

Landline phones? 1.3 b

Credit cards? 1.4 bTV sets? 1.5 b

Mobile phone subscribers?

http://www.mocom2020.com/2009/03/41-billion-mobile-phone-subscribers-worldwide/Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore


World population? 6.6 b

Internet users? 1.6 b

Landline phones? 1.3 b

Credit cards? 1.4 bTV sets? 1.5 b

Mobile phone subscribers? 4.1 b

http://www.mocom2020.com/2009/03/41-billion-mobile-phone-subscribers-worldwide/Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore


1st SMS: December 3, 1992

how many sent in 2007?

http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research

http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html




5,000,000,000 +






5,000,000,000 +

dailyalmost 2 trillion p.a.







% sent in Asia Pacific?



78.9%

http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner study


how does your website look on mobiles?


common language

new media model

mobile

unique



Canon Rebel 3503 years old, #560151117


collect data, drop by drop


collect data, drop by drop

personalizecontent


common language

new media model

mobile

unique




1 32



1 2 3

difference


product

place

price

promotion

4 P`s of marketing

copyright Ian Fenwick, all rights reserved 2009Copyright Ian Fenwick, 2009

4 P`s of digimarketing©


permission

Copyright Ian Fenwick, 2009

4 P`s of digimarketing©

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

frequency• relevance


permission

Copyright Ian Fenwick, 2009participation


play games?


MK GAME


email video clips to friends?


Impressions Involvement

Ogilvy & Mather estimate

uploaded Dec, 2006seen by estimated

500m people


Viral

Credit: Ogilvy, China

quirkyhigh intereststays on brand


read blogs?


Reading blogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008

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

70%

read at least weekly

50%


http://blog.digiAindra.com


write blogs?

copyright Ian Fenwick, all rights reserved 2009Power 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

Started my own blog % of active internet users 16-54 years old, March 2008

35%

21%

write at least weekly


…can’t imagine why

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




"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."




"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."

authentic

ity

challe

nged


belong to a social

networking site?

copyright Ian Fenwick, all rights reserved 2009www.facebook.com www.myspace.com

www.mixi.jp www.cyworld.co.kr

social networks

http://www.spotrunner.com/

http://www.myspace.com/

http://www.mixi.jp/

http://www.cyworld.co.kr/

copyright Ian Fenwick, all rights reserved 2009www.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/

Facebook

350 m+ users35+ m update each day

av. user on site 55+ mins per day70%+ outside US

http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/


8th most popular page on all of

Facebookover 3.5 million fans

http://pagedata.insidefacebook.com/


www.facebook.com/digiAindra


read on-line

reviews?


• #2 driver of purchase decisions (#1: personal advice from friend)

• 86% read before buying(90% trust) 1

• 70% who read reviews share them with others 2

1 Kudzu.com survey of 600 users, December 20082 Deloitte & Touche, September 2007


do you tweet?


Solving customer problems quicklySolving

customer problems quickly


DrIanFenwick


do you know what people say

about you?


permission

profile

participation



permission

profile

participation

(privacy)



permission

profile

participation

(privacy)

personalization



permission

profile

participation

(privacy)

personalization product

place

price

promotion




1 2 3

difference


Tourism Queensland www.IslandReefJob.com

$150,000 6-monthscaretaker & blogger on Great Barrier Reef

1 million visits in 7 days


Tourism Queensland www.IslandReefJob.com

$150,000 6-monthscaretaker & blogger on Great Barrier Reef

Server Crashes


over 35,000 applicantshttp://www.worldtravelguide.net/news/3407/news/And-the-real-winner-is%85-the-Australian-tourism-board.html


…the Tourism Queensland website crashed on the eve of the competition deadline…as the website was flooded with more than 7000 applications…The furious 51-year-old professional photographer…slammed the promoter…sending out a mass email with the subject line "The worst run contest in the world”

“


…Tourism Queensland grossly underestimated the demand," Mr Cook said."Surprised by 30,000 entries? You've got to be kidding…“…they should have expected at least 100,000 entries and planned for 500,000.

“


People often ask me if we’re nearing the end of the digital revolution—if technology progress is at a point of diminishing returns …

I believe the opposite is true…Together, 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


Q&A