1  

Digital  Marke-ng  Trends  2012

Jane5e  Toral  h5p://digitalfilipinoclub.com  h5p://searchprofileindex.com  

Digital  Society  

•  Digital  Na-ves  –  Gen  Y  –  Millenials  1977  –  1994  

•  GenX  –  1965  –  1976  (34  –  44  largest  demographic)  

•  Boomers  –  1946  –  1964  (aged  47  to  65)  

•  Tech-­‐savvy  seniors  Silver  Surfers  •  Genera-on  Z  (kids  today)  

Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011  

Visi-ng  Social  Networking  sites     51*   53   82  

Search       58   76   80  

Instant  messaging     63   68   69  

Internet  Portal     54   73   67  

Visi-ng  public  chat  rooms   54   67   65  

Email     63   65   64  

Played  games  online     53   45   54  

Listen  to  songs  in  music  websites   -­‐   -­‐   45  

Downloaded  or  uploaded  music  files  online     25   37   37  

Shared/posted  something  online  that  you  created   15   24   36  

*  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums  Base:  Past  month  Internet  users  aged  10+  across  Na-onal  Urban  Philippines  Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  

Ac-vi-es  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011  

Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…  

Realign  resources  to  adopt  social  media!  

Social Lives at the Top of the Funnel  

Source:  SEOMoz.org  

Conversion Rate !Optimization !is a !Critical !Practice  

Source:  SEOMoz.org  

R  

How  Will  You  Get  Visitors  Into  Your  Funnel?  

Mul-ple  paths  can  work,  so  long  as  you  segment  them  when  tracking  Conversion  Rate  +  

Customer  Life-me  Value  

Email

Retargeting

Social OAuth

Phone Number Mailing Address

Branding/Awareness Free Trial

Source:  SEOMoz.org  

R  

Blogs  +  Blogging  

Comment  Marke-ng  

News/Media/PR  SEO  

Social  Networks  

Word  of  Mouth  

Q+A  Sites  

Forums  

Online  Video  

Podcas-ng  

Webinars  

Research/White  Papers  

Infographics  

Social  Bookmarking  

INBOUND  MARKETING!  (AKA  all  the  “free”  traffic  sources)  

Direct/Referring  Links  

Type-­‐In  Traffic  

Email  

Local  Portals  

Every One of These Marketing Tactics  

Helps Every Other One   Source:  SEOMoz.org  

Source:  Sidneyeve  Matrix,    Sidneyevematrix.com  

Social  Media  ROI  

•  ROI=[gain  from  investment  –  cost  of  investment]/cost  of  investment  – Business  metric,  not  media  metric.  

investment   ac-on   reac-on  Non-­‐financial  

impact  financial  impact  

Very  important  but  not  where  ROI  is  

Source:  Stefanos  Karagos,  Xplain.co  

The  backdrop  to  e-­‐commerce  in  Philippines  

There  is  an  inherent  reluctance  to  “trade”  through  the  Internet  

Lack  of  ‘accredita-on  and  guarantees'…by  default  modern  trade  actually  encourages  des-na-on  shopping  

Presence  of  counterfeits  and  

knock-­‐offs  

High  reliance  on  inter-­‐personal  rela/onships  

IT  and  Banking  infrastructure  “evolving”  

Tradi/onal  trade  legacy  

Buyers  need  to  ensure  quality  by  physical  inspec-on  

Buyers  feel  the  comfort,  dealing  with  

known  vendors  

Low  levels  of  confidence/trust  in  

transac-ng  online  

Source:  Yahoo!-­‐Nielsen  Net  Index  2011  

Help  me  belong…  

Help  me  be  significant…  

Source:  h5p://mobileyouth.org  

Home,  Hangout,  Hideout  

Study  the  market  where  they  are.  

Source:  h5p://mobileyouth.org  

Social  influencers  

•  People  who  have  influence  on  their  peers  heavily  influenced  by  the  quality  and  volume  of  content  they  share  online  to  their  peers.  – Referent  influencers    – Expert  influencers    – Posi-onal  influencers  (peers)  

Source:  Social  Media  Marke-ng  for  Dummies  (Shiv  Singh)  

New  Genera-on  Influencers  

•  Teenage  hackers  •  Cashless  innovators  •  Disrup-ve  Diva  

10%  influences  the  90%  •  Needs  to  belong  •  Needs  to  be  significant  •  Is  your  community  or  brand  a  Home,  Hangout,  Hideout?  

Source:  MobileYouth.org  

Disrup-ve  Diva  

•  Social  tools  (product,  story,  usage  behaviors)  to  reclaim:  – Social  space  – Social  arrival  

Source:  h5p://mobileyouth.org  

Brand  vs.  fan  ambassador  •  No  more  big  ideas.  •  Ideas  from  ground-­‐up.  

Yahoo  Purple  Hunt  2009  

Lose  users  

•  Isola-on  •  Risk  •  Loss  of  control  •  Youth  wants  many-­‐to-­‐many  rather  than  one-­‐on-­‐one.  

Source:  h5p://mobileyouth.org  

Cashless  Innovators  

•  Niche  groups  with  a  knowledge  barrier  to  entry.  – SMS  – Facebook  – MP3  

Source:  h5p://mobileyouth.org  

Co-­‐Crea-on  

•  Youth  as  partners  rather  than  des-na-on.  

Source:  h5p://mobileyouth.org  

We  buy  with  emo-on  and  jus-fy  with  

logic  

Source:  h5p://mobileyouth.org  

Know  the  mobile  user  

Behavior  vs.  demographics  

Be  everywhere!  

TV   PRINT   POS   CRM  

digital  

social  

game  

digital  

social  

game  

digital  

social  

game  

digital  

social  

game  

mobile   mobile   mobile   mobile  

Changes  the  rules  of  engagement.  

We  need  more    e-­‐commerce  start-­‐ups..    

DigitalFilipino  Startup  100  Project!  

h5p://digitalfilipinoclub.com  

For  the  growth  of  e-­‐commerce  in  the  Philippines!  

h5p://slideshare.net/jane5etoral  h5p://twi5er.com/digitalfilipino