digital marketing (digimarketing) & market research
DESCRIPTION
Keynote presentation to ESOMAR Asia Pacific 2010 Conference, Eyes on Asia. April 27, 2010TRANSCRIPT
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Copyright Ian Fenwick
digiAindra
Ian FenwickAdvisor Sasin Graduate Institute of Business Administration
Founding Partner digiAindra co ltd
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DigiMarketing: Implications for Market Research
[email protected] ESOMAR Asia Pacific 2010, Eyes on Asia
Kuala Lumpur / 25 - 27 April
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digiAindra
The future is already here…It's just not very evenly distributed.
William Gibson
“The Future
Copyright Ian Fenwick
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digiAindra
Copyright Ian Fenwick 3
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
Part 3: Digi-Marketing Research
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digiAindra
Internet penetration 2009over 1.8 billion
Source: http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNGwww.internetworldstats.com/
Copyright Ian Fenwick
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Asia 42% of all users(20% penetration)
China 384 million (29%)
Internet penetration 2009over 1.8 billion
Source: http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNGwww.internetworldstats.com/
Copyright Ian Fenwick
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digiAindra
Copyright Ian Fenwick 6
Agenda
Part 1: Digital Media
•Global
•Dominant
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digiAindraInternet passes TV, Q4 2009, Cda
Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720
Actively using the internet
Watching television
Listening to the radio
Reading newspaper
Reading magazines
18.1
16.9
8.9
2.9
1.4
Time Spent on Various Media in Past Week
Hours
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digiAindraInternet passes TV, Q4 2009, Cda
Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720
Actively using the internet
Watching television
Listening to the radio
Reading newspaper
Reading magazines
18.1
16.9
8.9
2.9
1.4
Time Spent on Various Media in Past Week
Hours
Q3/2008 Q1/2007
1.6 1.5
3.3 3.0
10.0 9.1
15.8 15.1
14.9 15.0
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Copyright Ian Fenwick
42%
37%
Most essential medium, US 2010
14%
5%
“Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”
Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.phphttp://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf
Arbitron & Edison Research
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digiAindra
Copyright Ian Fenwick 10
Agenda
Part 1: Digital Media
•Global
•Dominant
•Behaviour Changing
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By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States.
Behaviour Changing
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digiAindra
By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States.
Behaviour Changing
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digiAindra
Copyright Ian Fenwick 13
Agenda
Part 1: Digital Media
•Global
•Dominant
•Behaviour Changing
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digiAindra
Copyright Ian Fenwick 14
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
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Digital Marketing (digimarketing) is the evolution of marketing, happening when the majority of a company’s marketing uses digital channels
“DigiMarketing
Copyright Ian Fenwick
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[US] marketers’ digital spending to overtake print for the first time ever…
http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100308005991&newsLang=en
Source: Outsell, March 8, 2010
“DigiMarketing 2010
Copyright Ian Fenwick
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digiAindra
Copyright Ian Fenwick 17
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
•Agile
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digiAindra
Copyright Ian Fenwick 18
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
•Agile
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Opportunity…for agile players
with a new mindset
DigiMarketing
Copyright Ian Fenwick
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digiAindraHow is Digital Marketing Different?
Copyright Ian Fenwick
Price
PlacePromotion
Product
4Ps
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digiAindra
Copyright Ian Fenwick 21
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
•Agile
•4Ps of digimarketing
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Copyright Ian Fenwick, 2009Copyright Ian Fenwick
Permission4Ps
The 4Ps of digimarketing
• Clear opt-in• Easy opt-out• Customer-chosen content & frequency• Relevance
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Copyright Ian Fenwick, 2009Copyright Ian Fenwick
Permission
Participation
4Ps
The 4Ps of digimarketing
• Clear opt-in• Easy opt-out• Customer-chosen content & frequency• Relevance
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William Gibson
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digiAindraAudience is as antique a term as record, the one archaically passive, the other archaically physical
“William Gibson
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digiAindraToday’s Consumers
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Source: OgilvyOne, Thailand
Participation
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Source: AsiaSoft, Thailand
Participation
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digiAindraParticipation
Source: http://www.slideshare.net/rashmi/meet-dave-
meet-slideshare
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digiAindra
Copyright Ian Fenwick, 2009Copyright Ian Fenwick
Permission
Participation
4Ps
The 4Ps of digimarketing
Profile (Privacy)
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digiAindra
Copyright Ian Fenwick, 2009Copyright Ian Fenwick
Permission
Participation
4Ps
The 4Ps of digimarketing
Profile (Privacy)
Personalization
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digiAindraPersonalization
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digiAindraPersonalization
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Source: Ogilvy Brazil
Personalization
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digiAindra
Copyright Ian Fenwick, 2009Copyright Ian Fenwick
Permission
Participation
4Ps
The 4Ps of digimarketing
Profile (Privacy)
Personalization
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Copyright Ian Fenwick 36
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
•Agile
•4Ps of digimarketing
•Social
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digiAindraJan 1983
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digiAindraJan 1983
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Permission - Participation Profiling - Personalization
engagein a social context
DigiMarketing
Copyright Ian Fenwick
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digiAindra
Copyright Ian Fenwick 40
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
•Agile
•New 4 Ps
•Social
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digiAindra
Copyright Ian Fenwick 41
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
Part 3: Digi-Marketing Research?
•DigiMarketed
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Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
DigiMarketing Research
What does it say about a brand if
they aren’t involved with sites like Facebook or
Twitter?
“Market Researchers Need to Do DigiMarketing
It shows they’re not really with it or in tune with the new ways to communicate with customers Female aged 18-24
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Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
DigiMarketing Research
What does it say about a brand if
they aren’t involved with sites like Facebook or
Twitter?
“Market Researchers Need to Do DigiMarketing
Either they’re not interested in the demographic that frequents Facebook & Twitter, or they’re unaware of the opportunity to get more exposure
Male aged 35-39
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digiAindra
Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
DigiMarketing Research
What does it say about a brand if
they aren’t involved with sites like Facebook or
Twitter?
“Market Researchers Need to Do DigiMarketing
It's EXPECTED that a company have some digital face whether it's on FB or Twitter…they need a strong electronic presence or you doubt their relevance in today's marketplace
Female aged 50-54
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Copyright Ian Fenwick 45
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
Part 3: Digi-Marketing Research?
•DigiMarketed
•Data Abundance
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digiAindra“The data deluge”
Source: http://www.economist.com/opinion/displaystory.cfm?story_id=15579717
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digiAindraGoogle Analytics
Source: http://www.google.com/analytics/
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digiAindraGoogle Analytics
Source: http://www.google.com/analytics/
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digiAindraGoogle Analytics
Source: http://www.google.com/analytics/
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Copyright Ian Fenwick
Source: http://www.juiceanalytics.com/
Juice Analytics
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digiAindraCrazy Egg Click Heat Maps
Source: http://www.crazyegg.com/
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digiAindraUserfly: Usability Tests
Source: http://userfly.com/
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Source: http://www.nextbigsound.com/
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digiAindraNext Big Sound
Copyright Ian Fenwick
“ Next Big Sound is based on the concept that the music industry has changed…success is now most accurately based on direct engagement with fans. The purchase decisions of a critical mass of consumers has moved online, with fans participating in activities online…Their interactions can be accurately measured, reported and then utilized, which is the service Next Big Sound provides
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digiAindra
Copyright Ian Fenwick 55
Agenda
Part 1: Digital Media
Part 2: DigiMarketing
Part 3: Digi-Marketing Research?
•DigiMarketed
•Data Abundance
•New metrics, New questions
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digiAindraNew Metrics: WebAnalyticsBook.com
“ This is the internet’s largest, most updated and free webanalytics solutions guide It took me a good half year to finish it and I am still not done.
Sebastien Wenzels
Source: webanalyticsbook.com/webanalytics-vendor/Brought to my attention by Dr Marshall Rice, Schulich School of Business
over 150How many web analytics solutions?
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Copyright Ian Fenwick, 2009Copyright Ian Fenwick 57
Personalization
Permission
Participation
4Ps
New questions
Profile (Privacy)
http://www.marketingpilgrim.com/2010/03/watch-your-behavior-online-youre-being-targeted.html
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Copyright Ian Fenwick, 2009Copyright Ian Fenwick 58
Personalization
Permission
Participation
4Ps
New questions
Profile (Privacy)
behaviorally targeted ads twice as effective
“
http://www.marketingpilgrim.com/2010/03/watch-your-behavior-online-youre-being-targeted.html
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digiAindra
Source: Ogilvy Brazil
Personalization or stalking?
Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.htmlhttp://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html
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digiAindra
Source: Ogilvy Brazil
Personal or Over-familiar?
Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html
…went to their site…couldn't see exactly what I wanted…
A few days later, what products do I catch out of the corner of my eye whilst accessing my Hotmail account - the very same items I had been looking at!
It freaked me out so I googled it and discovered they use Criteo targeted marketing.
This approach is way too invasive for me…I have blocked Criteo ads completely
“
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digiAindra
Source: Ogilvy Brazil
Personal or Over-familiar?
Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html
…went to their site…couldn't see exactly what I wanted…
A few days later, what products do I catch out of the corner of my eye whilst accessing my Hotmail account - the very same items I had been looking at!
It freaked me out so I googled it and discovered they use Criteo targeted marketing.
This approach is way too invasive for me…I have blocked Criteo ads completely
“dynamic serendipity
“Surprise me
don’t scare
me or distract
me
“
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Copyright Ian Fenwick 62
Summary
Part 1: Digital Media•Global•Dominant•Habit changing
Part 2: DigiMarketing•Agile•New 4 Ps•Social
Part 3: Digi-Marketing Research?•DigiMarketed•Data Abundance•New Metrics, New Questions
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digiAindra
THANK YOUFollow me on Twitter: DrIanFenwick
www.SlideShare.net/Ian.Fenwickwww.blog.digiAindra.com
Copyright Ian Fenwick
[email protected] ESOMAR Asia Pacific 2010, Eyes on Asia
Kuala Lumpur / 25 - 27 April