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