digital marketing today presented at Tourism Technology Association, Phuket, Feb 09 2011

1. Digital Marketing Today
Ian Fenwick
Tourism Technology Association9th February 2011

2. William Gibson
The future is already here.It's just not very evenly distributed

3. http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/
Digital marketings like high school sex.

we fish where the fishes are
Everybodys talkingabout it. Few people are doing it, and
those that are doing it,arent doing it very well
Keith Weed
Chief Marketing Officer, Unilever
June 25, 2010
4. digital days
digimarketing mindset
do it now
5. Internet penetration 2010
1.97 billion + (29%)
http://internetworldstats.com/ Stats taken from site December 2010
http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
dstats.com/
6. Asia 42% (825m)
(21.5% penetration)
China 420 million
(31.6%)
http://internetworldstats.com/ Stats taken from site December 2010
http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
dstats.com/
Many dont realize that the web will soon be predominantly Asia
7. http://www.netboosterasia.com/news.phphttp://internetworldstats.com/
http://www.nationmultimedia.com/2010/02/09/pda/technology_30122120.html
http://asiancorrespondent.com/jon-russell/2010/01/20/12-million-mobile-internet-users-in-thailand-says-ais
Internet in Thailand
of Thailands population
17.4m, 26%
66%of Bangkoks population
30m mobile internet users by 2014
8. Jan 5, 2010: Thailand worlds 2nd fastest growing Facebook community
http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market
9. http://www.socialbakers.com/facebook-statistics/
January 2011
US is the largest country on Facebookand the second largest?
Thailand is 21st largest FB country, addingabout 600,000 people EVERY MONTH
January 2011
January 2011
IndonesiaSeems likely that penetration rates will converge & FB will look more like the world
12. Do you check/update Facebook or Twitter after you go to bed?
And this is bring behavior change
http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F
13. Do you check/update Facebook or Twitter first thing in the morning?
http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F
14. European Travel Market ( billions)
on-line travel sales
total travel
254
100
26%
200
65
50
100
7%
0%
0
0
1998
2009*
2003
Behavior change nowhere more apparent than in the travel market
Source: Carl H. Marcussen, Centre for Regional and Tourism Research, www.crt.dk/trends, 23 March 2009
15. Travelers road to decision: 2009
read on-line reviews
41%
52%
use OTA
use on-line search
64%
Source:: The Travelers Road to Decision by Google and OTX, 2009
16. Story is told of the frog: in a pan of water, slowly warmed, frog will sit happily until the water boils and the frog diesthe storys not true. Frogs dont wait around to die: they jump. Will you jump to digital? Or will you get slowly boiled?
17. Agenda
daze
digital
Many marketers find that digital days are really digital DAZE
18. digimarketing: lots of moving parts
brand building
edm lists
SEM
edm
email, ezines
games, virtual worlds
web
sites
e-commerce
digital presence
SEO
augmented reality
nurture your
digital presence
face-
book
QR codes
twitter
mobilesLBM
video
19. digital days
Agenda
20. Copyright Ian Fenwick
What is digital marketing?
http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under CreativeCommons AttributionShareAlike2.0License http://www.filmstudion.se/This_01.jpg
21.
Digital Marketing (digimarketing)is the evolution of marketing happening when the majority of a companys marketing uses digital channels
22. Price
Product
Place
Promotion
Traditional 4 Ps
23. Digimarketing 4 Ps
Permission
Start from PERMISSION, dont Spam

clear opt-in

25. easy opt-out 26. customer-chosen content & frequency 27. relevancePermission
Permission
Participation
29. Many marketers have a picture of their consumers thats like thismaybe TV is bigger (and thinner). What do marketers call their markets?
26
30. Targets! Target markets. And what do targets do? Nothingthey wait to have stuff fired at themand if we miss, fire more messages. That was old-style marketing
27
31. Todays Consumers
Todays consumers arent lean back coach potatoes, passive targetsthey are lean forward, involved PARTICIPANTS
32. Source: OgilvyOne, Thailand
This email piece, consumers had to work with to reveal the message
33. Source: Asiasoft (Thailand)
This game was branded with the clients branding. Spending money at the restaurant got you codes for virtual goods in the game.
34. And viral marketing rests crucially on consumer participating
http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
35. Social media are the ultimate in participation& that builds TRUST

internet users trust recommendations from people they know
& opinions posted by unknown consumers online
more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media
Nielsen Online, April 2009
Cited in http://www.bazaarvoice.com/resources/stats
36.
internet users trust recommendations from people they know
& opinions posted by unknown consumers online
more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media
Nielsen Online, April 2009
Cited in http://www.bazaarvoice.com/resources/stats
User created reviewsmore participation
globally more than 2/3rdconsumers read online reviews when making purchase decisions
37. consider
aware
like
engaged
ready to act
ACTION
We used to draw the sales funnel like this, ending with ACTION (purchase)
38. consider
aware
like
advocate
Then we realized that after purchase we could get loyalty & even BRAND ADVOCATES
engaged
ready to act
ACTION
loyal
39. Now we start to see the funnel on its side as a MEGAPHONE to let the participation of advocates build our brand
consider
ready to act
engaged
like
advocate
ACTION
aware
Social Megaphone
40. Third P: Profile. Using the participation to learn more about our customersone at a time
Permission
Profile
Participation
41.
Personalization
Permission
Profile
Participation
behaviorally targeted ads twice as effective
We used to draw the sales funnel like this, ending with ACTION (purchase)
42. Personalization
Permission
Profile
Participation
Then we use that profile information to PERSONALIZE the offer
43. Not logged in Amazon cant personalize
44. Now logged in I get my personal page
45. Personalization
Trip Advisor uses Facebooks Instant Personalization
http://www.rottentomatoes.com/
46. Personalization
See friends reviews, activity
47. Personalization
Places visited: the start of social search?
48. Personalization
Permission
Profile
Participation
Profile (privacy)
Theres another P lurking: PRIVACY. We are already seeing the tension between Profile & the resulting personalizationand Privacy
49. Marketers need to take care how they implement personalization.
If consumers get freaked out about privacy, theyll cut us out of profile-building

Personalization
Permission
Profile
Participation
behaviorally targeted ads twice as effective
50. Personalization or stalking?
A blogger visits Kuoni site and researches holidays in Thailand.
Then gets served these banners on another site.
Zero benefit to himjust that uneasy feeling that Big Brother is watching
Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html
http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html
51. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld
But if we offer benefit, like this free Guinness app for the Hong Kong Rugby Sevens, consumers will invite us in, even to the privacy for their mobile phone
52. digital days
do it now
53. site speed
If you do nothing else, make sure your site is FAST. You have 4 or 5 seconds for me to see what I want, or at least the route to what I want.
Speed before graphics, flash, video.
http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
54. site speed
browsers
Make sure your site works well in ALL major browsers: deliver different versions to different browsers if necessary
2%
5%
8%
23%
60%
55. site speed
browsers
2013
Dont forget tablets and other mobiles.
By 2013 (2 years time) there will be more mobiles that can browser the web than computers. By 2015 mobile will the browser of choice
2%
5%
2015
56. speed
browsers
user friendly
Of course you want your site user friendlyso who do you check that with? Marketing? PR? IT?...
57. speed
browsers
user friendly
YES usershow youchecked your site with at least 5 or 6 users?
58. speed
browsers
user friendly
Again dont forget mobiles

special mobile version

59. save space 60. simplify menus 61. separate/highlight buttons 62. minimize text entry

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digital marketing today presented at Tourism Technology Association, Phuket, Feb 09 2011