Presentation for BangkokBizNews on the role of digital marketing and digital media

1. The Role of Digital Marketing in Current Digital Age Dr Ian Fenwick Sasin Graduate Institute of Business Administration BangkokBizNews, July 24, 2009 NPS Photo

2. what is digimarketing?

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

5. “ …the future is already here. It's just not very evenly distributed. WilliamGibson

6. 1 2 3 opportunity digital media difference

7. 3 1 opportunity 2

8. why a digimarketing opportunity? under spent

9. Internet penetration 2009 1.6 billion + www.internetworldstats.com/ http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

10. % Advertising Dollars Spent Online % Consumer Time Spent Online marketing lag Source:Neo@Ogilvy

11. Internet users, end 2008 > Top 10 Developed Markets Top 10 Emerging Markets USA, Japan, Germany, UK, France, Italy, Spain, Canada, S Korea, Australia Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland, Saudi Arabia Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,

12. Thailand: 13.5m 21% Bangkok: biz decision-makers 80% top management 93% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 www.internetworldstats.com/stats3.htm#asia

13. Media use, hours/week, upmarket adults, Bangkok, hours/week 14 Internet (excl. email) 1.1% 19 TV Magazines Newspapers 54% 5 % of total mktgspend Thailand, 2008 18% 5 6% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

14. Media use, hours/week, upmarket adults, Bangkok, 25-34 years old, hours/week 17 Internet (excl. email) Internet (excl. email) 1.1% 17 TV Newspapers Magazines 54% 4 % of total mktgspend Thailand, 2008 18% 5 6% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

15. 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 TV Source: GroupM – 2008 Media Outlook

16. mis-allocation of resources

17. why a digimarketing opportunity? under spent the future

18. digital will predominate

19. “ it is not the strongest of the species that survives… nor the most intelligent… it is the one most adaptable to change

20. easier to learn if you start early… and you never forget Source: www.stockphotos.com

21. why a digimarketing opportunity? under spent the future trackable

22. “ Half the money I spend on advertising is wasted; the trouble is I don't know which half John Nelson Wanamaker (1838 –1922) 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

23. Best Practices for Optimizing Web Advertising Effectiveness, R E Bruner and M Gluck, Doubleclick May 2006 http://www.doubleclick.com/insight/gallery/examples/dolby-ocean.asp http://www.doubleclick.com/insight/gallery/examples/dolby-storm.asp

24. Cost per Click Cost per Action

25. why a digimarketing opportunity? under spent the future trackable

26. 3 1 opportunity 2

27. 3 2 digital media 1

28. how are digital media different? new media model

29. To find something comparable, you have to go back 500 years to the printing press, the birth of mass media…. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control “His Space,” Spencer Reiss July 2006

30. Traditional Media Model modest returns to creators expensive channel, production & filtering $$$eyeballs creatives publishers, editors bookstores, news stands, TV/radio stations consumers

31. Consumers Generate Content Internet Publication Internet Distribution modest returns to creators near free channel, free peer filtering modest returns to creators Consumers Generate Content New Media Model

32. Posted Nov 20, 2003 1 million+ downloads in 6 weeks

33. read blogs?

34. Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008 70% 50% read at least weekly 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

35. Started my own blog % of active internet users 16-54 years old, March 2008 35% 21% write at least weekly 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

36. Digital respect

37. Thinking about using the internet, which of the following have you done? Start my own blog (% of population 16-54 year-olds) 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

38. Perez Hilton ComScore, Nielsen NetRatings http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php

39. heard of Twitter? do you tweet?

40. www.Twitter.com/DrIanFenwick http://www.readwriteweb.com/archives/twitter_passes_nyt_wsj_in_unique_visitors.php

41. Solving customer problems quickly Solving customer problems quickly

42. “ Virgin’s perspective about social media isn’t a marketing channel but an engagement channel. We ask our community to answer questions. We love social media.” 20,000+ followers on twitter: most common question: should I fly Virgin? “the community closes the sale” Porter Gale, V-P Marketing Virgin America http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/

43. how are digital media different? new media model mobile

44. World population? Internet users? Landline phones? Credit cards? TV sets? Mobile phone subscribers? Thailand? http://www.itu.int/ITU-D/ict/newslog/Indonesia+Overtakes+Japan+To+Take+Third+Place+In+Asia+Subscriber+Rankings.aspx Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore

45. 1st SMS sent December 3, 1992 how many sent in 2007? % sent in Asia Pacific? http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research

46. how does your website look on mobiles?

47. how are digital media different? new media model mobile unique

48. Canon Rebel 350 3 years old, #560151117

49. collect data, drop by drop personalizecontent

50. 3 difference 1 2

51. 4 P’s of marketing Promotion Place Price Product

53. easy opt-out

54. customer-chosen content & frequency

55. contextual relevancePermission

56. claims 10 million downloads 240,000 per week www.Sanook.com

58. easy opt-out

59. customer-chosen content & frequency

60. contextual relevancePermission

63. Source: OgilvyOne, Thailand

64. MK GAME

65. belong to a social networking site?

66. social networks www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr

67. Facebook 132 m unique visitors, June 2008world’s fastest growing social networking site www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9 http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/ http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/

68. http://pagedata.insidefacebook.com/

69. How much do you trust the following information sources? http://www.readwriteweb.com/archives/corporate_blogs_trust.php

70. …can’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." http://www.readwriteweb.com/archives/corporate_blogs_trust.php

71. http://en.community.dell.com/blogs/direct2dell/

72. read on-line reviews?

74. user reviews more influential than 3rd party reviews1

75. 86% read before buying(90% trust)2

76. 70% who read reviews share them with friends, family, or colleagues31"Web users and web community," Rubicon Consulting, Inc. October 2008 2 Kudzu.com survey of 600 users, December 2008 3Deloitte & Touche, September 2007 All quotes from www.bazaarvoice.com/industryStats.html

77. 62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/content/13386.asp

78. do you know what people say about you?

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

81. to comment,

82. to tag

83. to upload

84. to engage

85. social CRMParticipation Permission

87. drop by drop

88. build participant insights

89. link to physical channelsProfile Participation Permission

91. 1 2 3 opportunity digital media difference

92. www.slideshare.net/ian.fenwick www.twitter.com/DrIanFenwick www.DigiMarketingNow.com