digi marketing an introduction, rcbs
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digital marketing
ian fenwick
for the Rotary Club of Bangkok South, 04.09.09
…the future is already here. It's just not very evenly distributed
William Gibson
“
changesso
what?future
changes
1957
http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA
1957
ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/
1969
1957
. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source
1969
July 20, 1969
July 20, 1969
1957
. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source
1969
1979
1957
1969
1979
1994
1957
1969
1979
1994
1998http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2 years earlier
1957
1969
1979
1994
1998
using 4+ hours/day
2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss
TV? Internet?
66%60%
2007 IBM Institute for Business ValueUS, UK, Germany, Japan & Australia
using 4+ hours/day
2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss
TV? Internet?
66%60%Using 6+ hours/day
TV? Internet?
9%19%
2007 IBM Institute for Business ValueUS, UK, Germany, Japan & Australia
2009
1.6 b + internet users
41% in Asia,22% of Asians
2m
2009
bigger than?
http://wsjmediakit.com/newspaper/circulation
2m11m
2009
bigger than?
http://wsjmediakit.com/newspaper/circulation
11m
2009
bigger than?
http://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api
11m
2009
bigger than?
http://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api
23m (US),45m ww
social network sites
bigger than porn?
2009
http://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html
If Facebook were a country,
it would be the 4th largest in the world
2009
but Facebook isn’t a country,
it doesn’t have an anthem, a
language, or a real culture
2009
Facebook is more a community of
information than of friends; of
recommendations & links
2009
Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11
“Friends, not editors, shape internet habits”
Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11
“Friends, not editors, shape internet habits”
BBCNew York TimesYahoo NewsGuardianTelegraph Media GroupMSN NewsTimes OnlineAOL News
45%
19%
13%
12%11%
9%7%
7%
54%
30%
13%
18%16%
13%11%
7%
66%
32%
17%
23%21%
14%15%
7%
Thailand: 13.5m 21%Bangkok:
Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
biz decision-makers 80%top management 93%
www.internetworldstats.com/stats3.htm#asia
Media use, hours/week, upmarket adults, Bangkok,
Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
19TV
Magazines 5
1.1%
Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
Newspapers 5
14Internet (excl. email) hours/week
% of total mktg spend Thailand,
200818%
6%
54%
Media use, hours/week, upmarket adults, Bangkok,
Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
25-34 years old,
1.1%
Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
Internet (excl. email) 17
TV 17
Newspapers 4
Magazines 5
hours/week
% of total mktg spend Thailand,
200818%
6%
54%
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 TVSource: GroupM – 2008 Media Outlook
Digital is
NOT ju
st
intern
et
mis-allocation of resources
changesso
what?
Product
Price
Place
Promotion4 Ps of marketing
permission
permission
participation
Source: OgilvyOne, Thailand
http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
Impressions Involvement
seen by estimated 500m people Ogilvy & Mather estimate
Impressions Involvement
Slob
uploaded Dec, 2006seen by estimated
500m people
read blogs? 70%of active internet
users
Write blogs?35%…at least weekly? 21%
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
read on-line
reviews?
• #2 driver of purchase decisions1
• 86% read before buying(90% trust) 2
• 70% who read reviews share them3
1"Web users and web community," Rubicon Consulting, Inc. October 20082 Kudzu.com survey of 600 users, December 20083 Deloitte & Touche, September 2007
62% of brand-related posts are positive < 1% are negative
www.imediaconnection.com/content/13386.asp
of course, might not be all good, all the time…
do you know what people are
saying about your
brands?
Solving customer
problems quickly
Solving customer problems
quickly
games?
MK GAME
permission
profile
participation
(privacy)
http://dsc.discovery.com/sharks/frenzied-waters
permission
personalization
profile
participation
(privacy)
permission
personalization
profile
participation
(privacy)
changesso
what?future
People often ask me if we’re nearing the end of the digital revolution—
Wall Street Journal, January 24, 2008
“
Bill Gates, chairman Microsoft Corporation Wall Street Journal, Jan 24, 2008
if technology progress is at a point of diminishing returns…
I believe the opposite is true…advances during the next 10 years will far exceed the changes of the last 30 years
the end
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