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

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

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/

% Advertising Dollars Spent Online

% Consumer Time Spent Online

marketing lag

2003 2004 2005 2006 2007 2008

Internet penetration 20091.6 billion +

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

www.internetworldstats.com/

Asia 41%China 298 million

> 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

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

opportunity1

opportunitydigital media

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

posted Nov 20, 20031m + downloads in 6 weeks

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

5,000,000,000 +

dailyalmost 2 trillion p.a.

% sent in Asia Pacific?

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

personalizecontent

common language

new media model

mobile

unique

difference

product

promotion

4 P`s of marketing

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

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

read at least weekly

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

write at least weekly

How much do you trust the following information sources?

…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."

authentic

challe

belong to a social

networking site?

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

social networks

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

permission

profile

participation

(privacy)

personalization product

promotion

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

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