Digi Marketing The Recession Breaker

www.DigiMarketingNow.comwww.Twitter.com/Digi_Ian

wejicrisis

danger opportunity

http://www.pinyin.info/chinese/crisis.htmlhttp://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011801881.htmlhttp://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1

http://snpp.com/episodes/2F08.html

““Look on the bright side, Dad. Look on the bright side, Dad. Did you know that the Chinese Did you know that the Chinese use the same word for "crisis" use the same word for "crisis" as they do for "opportunity"? as they do for "opportunity"?

Yes! Cris-atunityYes! Cris-atunity

why is digimarketing a why is digimarketing a cris-atunity?cris-atunity?

what difference does what difference does digital make?digital make?

what what is is digital marketing?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 Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg

NOT 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 Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg

definitely NOT

digital marketing

DigiMarketing: The Essential Guide to New Marketing & Digital Media,

Kent Wertime & Ian Fenwick, Wiley 2008

Digital Marketing, digimarketing, is the future evolution of marketing.It happens when the majority, or totality, of a company’s marketing uses digital channels.

““Thai Edition Nation Books 2009

……the future is the future is already here. already here. It's just not It's just not very evenly very evenly distributed.distributed. WilliamWilliam

GibsonGibson

““

are you doing are you doing digital marketing digital marketing

right now?right now?

not new

19571957 ARPA

first publically accessible on-line network19791979

19941994

2007 survey 2,400+ households in US, UK, Germany, Japan & Australia

71%71%2+ hrs/day2+ hrs/day

Internet penetration 2007Internet penetration 20071.4 billion +1.4 billion +

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

www.internetworldstats.com/

Africa has c. 30% mobile penetration

South Africa c. 90% mobile penetration

Asia 40%Asia 40%China 253 millionChina 253 million

19%19%

mobile social networkingShanghai-style

Locationally aware, in-taxi touch

screens

Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,

Top 10 Developed

MarketsUSA, 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

Forecast internet users, end 2008Forecast internet users, end 2008

digital’s not just the digital’s not just the internet:internet:

traditional media go traditional media go digitaldigital

??

why is why is digimarketing a digimarketing a

cris-atunity?cris-atunity?

77

11

underspentunderspent

Source:Neo@Ogilvy

Marketers Lag Behind Their Markets

DigiMarketing underspent…DigiMarketing underspent…worldwideworldwide

% Consumer Time Spent Online

% Advertising Dollars Spent Online

growth rate?growth rate?2006-2010 cagr2006-2010 cagr

2006 new media 2006 new media worldwide revenues? worldwide revenues?

US $55bUS $55b

US $455bUS $455b

23%23%

6%6%

2006 traditional media 2006 traditional media revenues? revenues?

growth rate?growth rate?2006-2010 cagr2006-2010 cagr

2006 new media 2006 new media worldwide revenues? worldwide revenues?

US $55bUS $55b

US $455bUS $455b

23%23%

6%6%

2006 traditional media 2006 traditional media revenues? revenues? 14 years14 years

underspentunderspent

bonus: bonus: • your competition may not be there yetyour competition may not be there yet• low entry costs & thresholdslow entry costs & thresholds

22

it it is is the futurethe future

it is not the strongest of the

species that survives…

nor the most intelligent…

attributed, to Charles Darwin…but

reportedly not found in his written works

““

easier to learn if you start easier to learn if you start early…early…

and you never forgetand you never forget

Source: www.stockphotos.com

The only experiments The only experiments doomed to failure, doomed to failure,

are those you don’t are those you don’t conduct.conduct.

““

Ian FenwickIan Fenwick

underspentunderspentit it is is the futurethe future

33

repair, re-use, repair, re-use, re-cyclere-cycle

1=7

5 secs

=4

ever

5 secs

=4

ever

fast, not flashy

user friendly

tone

http://www.readwriteweb.com/archives/corporate_blogs_trust.php

the the least trusted on-least trusted on-line information line information

source?source?

……can’t imagine whycan’t imagine why


……can’t imagine whycan’t imagine why


"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

fast, not flashy

user friendly

language

all browsers

8%

http://marketshare.hitslink.com/

68%68%

.7% .6%

1%

Scale only approximate

21%21%

how does your how does your website look website look

on mobile on mobile devices?devices?

fast, not flashy

user friendly

language

all browserscms

vdo

www.tubemogul.com

fast, not flashy

user friendly

language

all browserscms

vdonews/updates


repair, reuse, recyclerepair, reuse, recycle

44

check your check your search strategysearch strategy

80% said 80% said theythey found found the vendorthe vendor

Marketing Sherpa Business Technology Survey 2007. Technology purchases over $25K

*Enquiro Business to Business Survey 2007

of those find their ultimate vendor on-of those find their ultimate vendor on-line line 80%

use search use search 70% Of those who say they don’t Of those who say they don’t

searchsearch 27% do!do!

of business buyers go on-line during of business buyers go on-line during the buying processthe buying process85%

the database of intentions…the database of intentions…“

http://battellemedia.com/archives/000063.php

John BattelleJohn Battelle

do you have a do you have a search strategy search strategy

for your for your business?business?

about 61 billion, 2007about 61 billion, 2007in August alonein August alone

http://a-stat-a-day.com/?m=200710 comScore stats, based on top 50 internet properties where search activity is observed comScore stats, based on top 50 internet properties where search activity is observed

31 billion at Google 31 billion at Google (+5 b YouTube)(+5 b YouTube)

world population? about 6.6 billionworld population? about 6.6 billion

8.5 billion at Yahoo! sites8.5 billion at Yahoo! sites3.2 billion at Baidu.com3.2 billion at Baidu.com

on-line searches?on-line searches?

http://a-stat-a-day.com/?m=200710

Organic ListingsSearch Engine Optimization (SEO)

Paid ListingsSearch Engine

Marketing (SEM)


repair, reuse, recyclerepair, reuse, recyclecheck your search strategycheck your search strategy

55

CPACPAROIROI

From 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) a merchant, religious leader, civic and

political figure: the father of modern advertising.

Half the money I Half the money I spend on advertising spend on advertising is wasted; is wasted; the trouble is I don't the trouble is I don't know which halfknow which half

““



CPA, ROICPA, ROI

66

interinteractionsactions

transtransactionsactions

Sales FunnelSales FunnelAction

Downturn

Web2.0

=Judicious

Consumers

Sales FunnelSales FunnelAction

Downturn

Web2.0

=Judicious

Consumers

Sales FunnelSales Funnel

Peer Reviews

Action

Social Networks

Downturn

Web2.0

=Judicious

Consumers

anyone read anyone read on-line on-line

reviews?reviews?

• #2 driver of purchase decisions (#1: personal advice from a friend)

• user reviews more influential than 3rd party reviews1

• 86% read online reviews before buying(90% trust those reviews) 2

• 70% who read reviews share them with friends, family, or colleagues3

1"Web users and web community," Rubicon Consulting, Inc. October 20082 Kudzu.com survey of 600 users, December 20083Deloitte & Touche, September 2007

All quotes from www.bazaarvoice.com/industryStats.html

anyone happen to anyone happen to belong to a social belong to a social

networkingnetworking site?site?

87%87%

www.comscore.com/press/release.asp?press=2592

of 15+ population, Fall 2008of 15+ population, Fall 2008

Sales FunnelSales Funnel

Peer Reviews

Action

Social Networks

Downturn

Web2.0

=Judicious

Consumers

62% of brand-related talk features products in a positive light

< 1% feature products negatively

www.imediaconnection.com/content/13386.asp

“Across all of Bazaarvoice clients, four and five-star reviews outnumber one and two-star ratings seven to one”

of course, it isn’t all good, all the time…

do you know do you know what people are what people are

saying about saying about you?you?

www.serph.comwww.monitter.com http://spy.appspot.com www.blogpulse.com

http://www.ideastorm.com/

bonus: new product development

Solving customer

problems quickly

bonus: new product development

customer service

“Jeff” put in the equivalent of 4 months work last year on the Dell community support forum“I actually enjoy helping people”

Dell Community Forum averages 9,000 posts per week, posts that otherwise would have gone to Dell Support LinesGroundswell, Charlene Li and Josh Bernoff, : Harvard University Press, 2008

bonus: new product developmentcustomer service

user support



CPA, ROICPA, ROIinteractionsinteractions transactionstransactions

77

creative creative use of use of digital is digital is

dynamitedynamite

Tourism Queensland www.IslandReefJob.com

$150,000 $150,000 6-months6-monthscaretaker caretaker & blogger & blogger on Great on Great Barrier Barrier ReefReef

1 million visits in 7 days1 million visits in 7 days

Tourism Queensland www.IslandReefJob.com

$150,000 $150,000 6-months6-monthscaretaker caretaker & blogger & blogger on Great on Great Barrier Barrier ReefReef

1 million visits in 7 days1 million visits in 7 days

Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50

bloggers

www.coraline.com

Desktop Widgets

click on icon to see offer

2m downloads $80 m in direct sales in 1st year (2005)

2008 Q3: 10m clicks*

www.southwest.com/ding/

* adage.com/article?article_id=132778



CPA, ROICPA, ROIinteractions transactionsinteractions transactionscreative digital is dynamitecreative digital is dynamite

77

www.DigiMarketingNow.comFollow me on Twitter, Ian_Digi

why is digimarketing a why is digimarketing a cris-atunity?cris-atunity?

what difference does what difference does digital make?digital make?

77

11unique devicesunique devices

Unique devicesUnique devices

Canon Rebel 350Canon Rebel 3503 years old3 years old#560151117 #560151117

• collect data, drop by drop• meaningful personalize

Unique Unique devicesdevicesUnique Unique devicesdevices

collect data, drop by drop

Lipton in Japanopt-in, daily messages,quizes, games, etc.

every every device device uniqueunique

digital: addressabledigital: addressable

unique devicesunique devicesnew media modelnew media model

22

Content Content Creation Creation

SpecialistsSpecialists

Publishers, editors, Publishers, editors, vehiclesvehicles

Distribution channel Distribution channel (bookstores, newstands, (bookstores, newstands,

TV/radio stations)TV/radio stations)

Mass Media ConsumersMass Media Consumers

$$$$$$eyeballseyeballs

expensive expensive channel, channel, production production & filtering& filtering

modest modest returns to returns to creatorscreators

Traditional Traditional Media Media ModelModel

modest returns to modest returns to specialist creatorsspecialist creators

Internet Internet PublicationPublication

Internet Internet DistributionDistribution

ConsumersConsumers

Consumers Generate ContentConsumers Generate Content

near free channel, near free channel, free peer filteringfree peer filtering

modest returns to modest returns to specialist creatorsspecialist creators

New Media New Media ModelModel

Generate ContentGenerate Content

to find something to find something comparable, you comparable, you have to go back 500 have to go back 500 years to the printing years to the printing press, the birth of press, the birth of mass media…mass media…

Rupert Murdoch, quoted in Rupert Murdoch, quoted in WiredWired, July 2006, July 2006

““

How many people How many people here read blogs?here read blogs?

……write blogs?write blogs?

Digital respectDigital respect

paid circulation2007 <4 million

almost 1.7 m US-based unique visitors

33-48 m page-views (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

People trust People trust peoplepeople

http://www.nielsenbuzzmetrics.com/cgm

at least twice as much as adsat least twice as much as ads

http://www.nielsenbuzzmetrics.com/cgm

http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/

http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/

33 unique devicesunique devicesnew media modelnew media model

targets targets become participantsbecome participants

iPod’s Dirty SecretiPod’s Dirty Secret the Niestat Brothersthe Niestat Brothers

Posted Nov 20, 2003 Posted Nov 20, 2003 1M+ downloads in 6 wks1M+ downloads in 6 wksApple expands iPod Apple expands iPod

warranties warranties Offers new battery Offers new battery

replacement mailreplacement mail--in in serviceservice

Participatory 1:manyParticipatory 1:many

www.facebook.com www.myspace.com

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

social networkssocial networks

http://www.spotrunner.com/

http://www.myspace.com/

http://www.mixi.jp/

http://www.cyworld.co.kr/

Impressions:Reach & Frequency

Impressions:Reach & Frequency

Slob

Involvement & Sustained

Engagement

Involvement & Sustained

Engagement

Ogilvy: Torontohttp://www.youtube.com/user/tuffsheet

Seen by estimated 500 million people

Estimates from Ogilvy & Mather. Represents viewership through all channels, inclusive of free Television exposure.

Evolution


new media modelnew media modeltargets targets

become participantsbecome participantsconsumers take chargeconsumers take charge

New Restrictions

Unprecedented Access

Access Access andand Restriction Restriction

Marketers and Channels

https://www.donotcall.gov/register/Reg.aspx

BBC Interview, March 18, 2008:

It’s mine – you can’t have it. If you It’s mine – you can’t have it. If you want to use it for something, then want to use it for something, then you have to negotiate with me. you have to negotiate with me.

I have to agree. I have to understand I have to agree. I have to understand what I’m getting in returnwhat I’m getting in return

“personal data?

Tim Berners-Lee

OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld

branded utilitybranded utility

Consumers will give you info, Consumers will give you info, ifif you give them benefit… you give them benefit…firstfirst

• respect privacy• get permission• improve customer’s experience

55unique devicesunique devicesnew media modelnew media model


consumers take chargeconsumers take chargemobile moves fastestmobile moves fastest

?? mobile phone subscribers?? mobile phone subscribers

1.4b internet users1.4b internet users

1.3b landline phones1.3b landline phones

1.5b email boxes1.5b email boxes1.5b TVs1.5b TVs

Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore

World? c. 6.6 billion peopleWorld? c. 6.6 billion people

devicedevice

1.4b credit cards1.4b credit cards

3.3b3.3bFrom: Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008

mobile phone display mobile phone display projects via contact lensprojects via contact lens

HMD 35 gms28" screen 6 away′

it’s not advertising, it’s not advertising, ““it’s just a really cool way to say goodbyeit’s just a really cool way to say goodbye””

http://www.mobvis.org/demos.htm

Augmented RealityAugmented Reality


new media modelnew media modeltargets targets

become participantsbecome participantsconsumers take chargeconsumers take chargemobile moves fastestmobile moves fastest

digital sticksdigital sticks

iPod’s Dirty SecretiPod’s Dirty Secret the Niestat Brothers 2003the Niestat Brothers 2003

Dude, you can’t take Dude, you can’t take something off the internet…something off the internet…that’s like trying to take a that’s like trying to take a pee out of a swimming poolpee out of a swimming poolJoe Rogan, Joe Rogan, NewsradioNewsradio

““the dog poop girl”the dog poop girl”

June 2005, South Korea

77a new 4 P’sa new 4 P’s

unique devicesunique devicesnew media modelnew media model


consumers take chargeconsumers take chargemobile moves fastestmobile moves fastest

digital sticksdigital sticks

ProductProduct

PricePrice

PlacePlace

PromotionPromotion

4 P’s of marketing4 P’s of marketing

PermissionPermission

ParticipationParticipation

ParticularsParticulars

PersonalizationPersonalization

• clear opt-in• easy opt-out• customer-chosen content &

frequency

• opportunities to review, comment, tag

• upload

• collect data• drop by drop• build participant

profiles

• create relevant personalization

4 P’s of 4 P’s of digidigimarketingmarketing

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