Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Role Of Digital Marketing

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

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

The Role Of Digital Marketing

  1. 1. The Role of Digital Marketing in Current Digital Age<br />Dr Ian Fenwick<br />Sasin Graduate Institute of Business Administration<br />BangkokBizNews, July 24, 2009<br />NPS Photo<br />
  2. 2. what is digimarketing?<br />
  3. 3. “<br /> Digital Marketing, digimarketing, is the evolution of marketing.<br />It happens when the majority, or totality, of a company’s marketing uses digital channels.<br />
  4. 4.
  5. 5. “<br />…the future is already here. <br />It&apos;s just not very evenly distributed.<br />WilliamGibson<br />
  6. 6. 1<br />2<br />3<br />opportunity<br />digital media<br />difference<br />
  7. 7. 3<br />1<br />opportunity<br />2<br />
  8. 8. why a digimarketing opportunity?<br />under spent<br />
  9. 9. Internet penetration 2009<br />1.6 billion +<br />www.internetworldstats.com/<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />
  10. 10. % Advertising Dollars Spent Online<br />% Consumer Time Spent Online<br />marketing lag<br />Source:Neo@Ogilvy<br />
  11. 11. Internet users, end 2008<br />&gt;<br />Top 10 Developed<br />Markets<br />Top 10 Emerging Markets<br />USA, Japan, Germany, UK, France, Italy, Spain, Canada, S Korea, Australia<br />Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland, Saudi Arabia<br />Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,<br />
  12. 12. Thailand: 13.5m 21%<br />Bangkok: <br />biz decision-makers 80% <br /> top management 93% <br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />www.internetworldstats.com/stats3.htm#asia<br />
  13. 13. Media use, hours/week, upmarket adults, Bangkok,<br />hours/week<br />14<br />Internet (excl. email)<br />1.1%<br />19<br />TV<br />Magazines<br />Newspapers<br />54%<br />5<br />% of total mktgspend Thailand, 2008<br />18%<br />5<br />6%<br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />
  14. 14. Media use, hours/week, upmarket adults, Bangkok,<br />25-34 years old,<br />hours/week<br />17<br />Internet (excl. email)<br />Internet (excl. email)<br />1.1%<br />17<br />TV<br />Newspapers<br />Magazines<br />54%<br />4<br />% of total mktgspend Thailand, 2008<br />18%<br />5<br />6%<br />Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008<br />Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook<br />
  15. 15. 1.1% of marketing funds get spent on internet <br />over 5 x more spent on cinema<br />over 6 x more spent on outdoor<br />almost 7 x more spent on radio<br />over 16 x more spent on newspapers<br />almost 50 x more spent on TV<br />Source: GroupM – 2008 Media Outlook<br />
  16. 16. mis-allocation of resources<br />
  17. 17. why a digimarketing opportunity?<br />under spent<br />the future<br />
  18. 18. digital will predominate<br />
  19. 19. “<br /> it is not the strongest of the species that survives… <br />nor the most intelligent…<br />it is the one most adaptable to change<br />
  20. 20. easier to learn if you start early…<br />and you never forget<br />Source: www.stockphotos.com<br />
  21. 21. why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
  22. 22. “ <br /> Half the money I spend on advertising is wasted; <br />the trouble is I don&apos;t know which half<br />John Nelson Wanamaker (1838 –1922) <br />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<br />
  23. 23. Best Practices for Optimizing Web Advertising Effectiveness, R E Bruner and M Gluck, Doubleclick May 2006<br />http://www.doubleclick.com/insight/gallery/examples/dolby-ocean.asp<br />http://www.doubleclick.com/insight/gallery/examples/dolby-storm.asp<br />
  24. 24. Cost per Click<br />Cost per Action<br />
  25. 25. why a digimarketing opportunity?<br />under spent<br />the future<br />trackable<br />
  26. 26. 3<br />1<br />opportunity<br />2<br />
  27. 27. 3<br />2<br />digital media<br />1<br />
  28. 28. how are digital media different?<br />new media model<br />
  29. 29. To find something comparable, you have to go back 500 years to the printing press, the birth of mass media….<br />Technology is shifting power away from the editors, the publishers, the establishment, the media elite. <br />Now it’s the people who are taking control <br />“His Space,” Spencer Reiss July 2006<br />
  30. 30. Traditional Media Model<br />modest returns to creators<br />expensive channel, production & filtering<br />$$$eyeballs<br />creatives<br />publishers, editors<br />bookstores, news stands, TV/radio stations<br />consumers<br />
  31. 31. Consumers Generate Content<br />Internet Publication<br />Internet Distribution<br />modest returns to creators<br />near free channel, free peer filtering<br />modest returns to creators<br />Consumers<br /> Generate Content<br />New Media Model<br />
  32. 32. Posted Nov 20, 2003<br />1 million+ downloads in 6 weeks<br />
  33. 33. read blogs?<br />
  34. 34. Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008<br />70%<br />50%<br />read at least weekly<br />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<br />
  35. 35. Started my own blog % of active internet users 16-54 years old, March 2008<br />35%<br />21%<br />write at least weekly<br />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<br />
  36. 36. Digital respect<br />
  37. 37. Thinking about using the internet, which of the following have you done? Start my own blog (% of population 16-54 year-olds)<br />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<br />
  38. 38. Perez Hilton <br />ComScore, Nielsen NetRatings<br />http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php<br />
  39. 39. heard of Twitter?<br />do you tweet?<br />
  40. 40. www.Twitter.com/DrIanFenwick<br />http://www.readwriteweb.com/archives/twitter_passes_nyt_wsj_in_unique_visitors.php<br />
  41. 41. Solving customer problems quickly<br />Solving customer problems quickly<br />
  42. 42. “<br />Virgin’s perspective about social media isn’t a marketing channel but an engagement channel.<br />We ask our community to answer questions. We love social media.”<br />20,000+ followers on twitter: most common question: should I fly Virgin?<br />“the community closes the sale”<br /> Porter Gale, V-P Marketing Virgin America <br />http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/<br />
  43. 43. how are digital media different?<br />new media model<br />mobile<br />
  44. 44. World population?<br />Internet users?<br />Landline phones?<br />Credit cards?<br />TV sets?<br />Mobile phone subscribers?<br />Thailand?<br />http://www.itu.int/ITU-D/ict/newslog/Indonesia+Overtakes+Japan+To+Take+Third+Place+In+Asia+Subscriber+Rankings.aspx<br />Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore<br />
  45. 45. 1st SMS sent December 3, 1992 <br />how many sent in 2007?<br />% sent in Asia Pacific?<br />http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research<br />
  46. 46. how does your website look <br />on mobiles?<br />
  47. 47. how are digital media different?<br />new media model<br />mobile<br />unique<br />
  48. 48. Canon Rebel 350<br />3 years old, #560151117 <br />
  49. 49. collect data, drop by drop<br />personalizecontent<br />
  50. 50. 3<br />difference<br />1<br />2<br />
  51. 51. 4 P’s of marketing<br />Promotion<br />Place<br />Price<br />Product<br />
  52. 52. 4 P’s of digimarketing<br /><ul><li>clear opt-in
  53. 53. easy opt-out
  54. 54. customer-chosen content & frequency
  55. 55. contextual relevance</li></ul>Permission<br />
  56. 56. claims 10 million downloads <br />240,000 per week<br />www.Sanook.com<br />
  57. 57. Participation<br /><ul><li>clear opt-in
  58. 58. easy opt-out
  59. 59. customer-chosen content & frequency
  60. 60. contextual relevance</li></ul>Permission<br />
  61. 61.
  62. 62.
  63. 63. Source: OgilvyOne, Thailand<br />
  64. 64. MK GAME<br />
  65. 65. belong to a social networking<br /> site?<br />
  66. 66. social networks<br />www.facebook.comwww.myspace.comwww.mixi.jpwww.cyworld.co.kr<br />
  67. 67. Facebook<br />132 m unique visitors, June 2008world’s fastest growing social networking site<br />www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9<br />http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/<br />http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/<br />
  68. 68. http://pagedata.insidefacebook.com/<br />
  69. 69. How much do you trust the following information sources?<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
  70. 70. …can’t imagine why<br />&quot;As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer buyer has put together this!<br />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. <br />This is an 8.9&quot; WSVGA Acer CrystalBrite TFT LCD (1024 x 600) with an Intel Atom Processor, 1GB Memory, 120GB Hard Drive and a Crystal Eye Webcam. <br />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.&quot;<br />http://www.readwriteweb.com/archives/corporate_blogs_trust.php<br />
  71. 71. http://en.community.dell.com/blogs/direct2dell/<br />
  72. 72. read <br />on-line <br />reviews?<br />
  73. 73. <ul><li>#2 driver of purchase decisions (#1: personal advice from friend)
  74. 74. user reviews more influential than 3rd party reviews1
  75. 75. 86% read before buying(90% trust)2
  76. 76. 70% who read reviews share them with friends, family, or colleagues3</li></ul>1&quot;Web users and web community,&quot; Rubicon Consulting, Inc. October 2008<br />2 Kudzu.com survey of 600 users, December 2008<br />3Deloitte & Touche, September 2007<br />All quotes from www.bazaarvoice.com/industryStats.html<br />
  77. 77. 62% of brand-related talk features products in a positive light<br />&lt; 1% feature products negatively<br /> www.imediaconnection.com/content/13386.asp<br />
  78. 78. do you know what people say about you?<br />
  79. 79. www.serph.com<br />www.monitter.com<br />http://spy.appspot.com<br />www.blogpulse.com<br />
  80. 80. 4 P’s of digimarketing<br />Profile<br /><ul><li>opportunities to review,
  81. 81. to comment,
  82. 82. to tag
  83. 83. to upload
  84. 84. to engage
  85. 85. social CRM</li></ul>Participation<br />Permission<br />
  86. 86. 4 P’s of digimarketing<br />Personalization<br /><ul><li>collect data, quizes, games
  87. 87. drop by drop
  88. 88. build participant insights
  89. 89. link to physical channels</li></ul>Profile<br />Participation<br />Permission<br />
  90. 90.
  91. 91. 1<br />2<br />3<br />opportunity<br />digital media<br />difference<br />
  92. 92. www.slideshare.net/ian.fenwick<br />www.twitter.com/DrIanFenwick<br />www.DigiMarketingNow.com<br />

×