DigiMarketing Seminar AsiaSoft
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Looks at digimarketing (digital marketing) from the point of view of the opportunity it offers; the distinctive qualities of digital media; and the digimarketing difference. Introducing the new 4 P's of digimarketing: Permission, Participation, Profile, and Personalization
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DigiMarketing Seminar AsiaSoft
- 1. New Media & Marketing in the 21st century…starting with a downturn Dr Ian Fenwick Sasin Graduate Institute of Business Administration AsiaSoft, July 15, 2009
- 2. frogs jump… will you?
- 4. 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
- 5. definitely 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
- 6. “ Digital Marketing, digimarketing, is the evolution of marketing. It happens when the majority, or totality, of a company’s marketing uses digital channels.
- 8. are you doing digital marketing right now?
- 9. “ …the future is already here. It's just not very evenly distributed. WilliamGibson
- 10. 1 2 3 opportunity digital media difference
- 11. 3 1 opportunity 2
- 12. why a digimarketing opportunity? under spent
- 13. Internet penetration 2007 1.4 billion + www.internetworldstats.com/ http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
- 14. % Advertising Dollars Spent Online % Consumer Time Spent Online marketing lag Source:Neo@Ogilvy
- 15. Asia 40% China 253 million 19% Internet penetration 2007 1.4 billion + www.internetworldstats.com/ http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
- 16. 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,
- 17. Thailand: 13m 20% 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
- 18. Hours/week, upmarket adults, Bangkok hours/ week 14 Internet (excl. email) 1.1% 19 TV Magazines Newspapers 54% 5 % of total mktg spend Thailand, 2008 18% 5 Magazines 6% Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
- 19. Hours/week, upmarket adults, Bangkok 25-34 years old, hours/ week 17 Internet (excl. email) Internet (excl. email) 1.1% 17 TV TV Newspapers Magazines 54% 4 % of total mktg spend Thailand, 2008 18% 5 6% Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
- 20. 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
- 23. why a digimarketing opportunity? under spent the future
- 26. ?
- 27. “ it is not the strongest of the species that survives… nor the most intelligent… it is the one most adaptable to change
- 28. easier to learn if you start early… and you never forget Source: www.stockphotos.com
- 29. why a digimarketing opportunity? under spent the future trackable
- 30. “ 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
- 31. 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
- 32. Cost per Click Cost per Action
- 33. why a digimarketing opportunity? under spent the future trackable
- 34. 3 1 opportunity 2
- 35. 3 2 digital media 1
- 36. how are digital media different? common language
- 39. Quick Response (QR) Code for North West Airlines
- 41. Oglivy: Japan
- 43. how are digital media different? common language new media model
- 44. 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
- 45. Traditional Media Model modest returns to creators expensive channel, production & filtering $$$eyeballs creatives publishers, editors bookstores, news stands, TV/radio stations consumers
- 46. 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
- 47. Posted Nov 20, 2003 1 million+ downloads in 6 weeks
- 48. Perez Hilton paid circulation 2007 <4 million 1.7 m unique visitors (US only) 33-48 m page-views (May 2007) ComScore, Nielsen NetRatings http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php
- 49. how are digital media different? common language new media model mobile
- 50. World population? 6.6 b 1.4 b Internet users? 1.3 b Landline phones? 1.4 b Credit cards? 1.5 b TV sets? 3.3 b Mobile phone subscribers? 61.9m 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
- 52. 1st SMS sent December 3, 1992 how many sent in 2007? http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research
- 53. 1st SMS sent December 3, 1992 how many sent in 2007? 5,000,000,000 + http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research
- 54. 1st SMS sent December 3, 1992 how many sent in 2007? 5,000,000,000 + daily almost 2 trillion p.a. http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research
- 55. 1st SMS sent December 3, 1992 how many sent in 2007? 5,000,000,000 + % sent in Asia Pacific? http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner Research
- 56. 78.9% http://news.theage.com.au/asian-consumers-most-prolific-sms-users/20080104-1k5l.html Gartner study
- 57. how does your website look on mobiles?
- 58. how are digital media different? common language new media model mobile unique
- 59. Canon Rebel 350 3 years old, #560151117
- 60. collect data, drop by drop personalizecontent
- 62. 3 2 digital media 1
- 63. 3 difference 1 2
- 64. 4 P’s of marketing Promotion Place Price Product
- 66. easy opt-out
- 67. customer-chosen content & frequency
- 69. claims 10 million downloads 240,000 per week www.Sanook.com
- 70. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld
- 72. easy opt-out
- 73. customer-chosen content & frequency
- 78. MK GAME
- 79. read blogs?
- 80. 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
- 81. 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
- 82. Digital respect
- 83. belong to a social networking site?
- 88. Facebook 200 m Nov 2008 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/
- 89. Facebook 200 m Nov 2008 1/3 of global audience is 35-49; 1/4 is over 50 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/
- 91. 8th most popular Page on all of Facebook over 3.5 million fans http://pagedata.insidefacebook.com/
- 92. How much do you trust the following information sources? http://www.readwriteweb.com/archives/corporate_blogs_trust.php
- 93. …can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php
- 94. …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
- 99. “ In just a few more years, the current homogenized ‘voice’ of business the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th-century French court." The Cluetrain Manifesto, 1999www.cluetrain.com
- 100. “ In just a few more years, the current homogenized ‘voice’ of business authenticity challenged the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th-century French court." The Cluetrain Manifesto, 1999www.cluetrain.com
- 101. it’s not advertising, “it’s just a really cool way to say goodbye” Source: OgilvyOne, Hong Kong, 2008,
- 102. read on-line reviews?
- 104. user reviews more influential than 3rd party reviews1
- 105. 86% read before buying(90% trust)2
- 106. 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
- 107. 62% of brand-related talk features products in a positive light < 1% feature products negatively www.imediaconnection.com/content/13386.asp
- 108. of course, it isn’t all good, all the time…
- 110. “Social Technographics Ladder” 21% 37% 19% 35% 69% 25% US: 2008 http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html North American Social Technographics Online Survey Q2 2007 http://www.forrester.com/Groundswell/profile_tool.html North American Social Technographics Media and Marketing Online Survey Q2 2008
- 111. heard of Twitter? do you tweet?
- 112. February 2008 < .5 m unique users February 2009 > 7 m unique users Largest age group? 35-49 year olds (3m) www.Twitter.com/DrIanFenwick http://www.readwriteweb.com/archives/twitter_passes_nyt_wsj_in_unique_visitors.php
- 113. Solving customer problems quickly
- 114. Solving customer problems quickly Solving customer problems quickly
- 115. “ 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. Porter Gale, V-P Marketing Virgin America http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/
- 116. do you know what people say about you?
- 117. www.serph.com www.monitter.com http://spy.appspot.com www.blogpulse.com
- 119. to comment,
- 120. to tag
- 121. to upload
- 122. to engage
- 125. drop by drop
- 126. build participant insights
- 127. link to physical channelsProfile Participation Permission
- 131. 3 difference 1 2
- 132. 1 2 3 opportunity digital media difference
- 133. $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days Tourism Queensland www.IslandReefJob.com
- 134. over 35,000 applicants http://www.worldtravelguide.net/news/3407/news/And-the-real-winner-is%85-the-Australian-tourism-board.html
- 135. “ But…blog sites and internet forums have been buzzing with complaints since the weekend, when the Tourism Queensland website crashed on the eve of the competition deadline …as the website was flooded with more than 7000 applications at once. …The furious 51-year-old professional photographer…slammed the promoter …sending out a mass email with the subject line "The worst run contest in the world”
- 136. “ Tourism Queensland grossly underestimated the demand," Mr Cook said. "Surprised by 30,000 entries? You've got to be kidding… “…they should have expected at least 100,000 entries and planned for 500,000.
- 137. “ Dude, you can’t take something off the internet… that’s like trying to take a pee out of a swimming pool Joe Rogan, Newsradio
Notas do Editor
- So digital marketing isn’t this or this or this…although as we’ll see user evaluations and input are very important…and it certainly isn’t this…although that’s the reaction that careless marketers will get from their audience if they aren’t careful
- So digital marketing isn’t this or this or this…although as we’ll see user evaluations and input are very important…and it certainly isn’t this…although that’s the reaction that careless marketers will get from their audience if they aren’t careful
- Digital channels of course are channels that transfer information by discrete values (digits) rather than by continuous measures…analogue….
- Because all media are going digital…and let’s NOT call it new media
- I suspect most of you are
- Three areas: the opportunity of digimarketing; the characteristics of digital media; the difference between convention and digimarketing
- Start with the opportunity
- Let’s establish from the start the internet is now truly global. Only blank area in the map is Africa…and there we have quite a lot of mobile
- Remember that global internet? Rapidly becoming an Asian internet
- ,
- Study by Synovate last year
- Especially with the younger ones
- And internet remember is just the tip of the iceberg…digital media go well beyond internet
- No where I think is the shift more dramatic that in print…
- It’s NOT that news isn’t read…it’s the papers that aren’t read
- And while we’re debunking myths…as far as I can find there is absolutely no evidence that Charlie Darwie ever said this!
- Get in now, start to learn, make mistakes, then as digital grows even more, you’ll know how to use it best for your brands
- Allegedly said by Wanamaker…digital will still waste half your money, but you WILL know which half and be able to reallocateAlso US Postmaster General, his son formed the PGA
- campaign click-through rate was more than eight times the industry average of 0.20 percent. Site traffic increased 127 percent during the campaign.Not only do we get the overall metrics we can trace individual users and how they played with the ad, and what they did over the next days or weeks…until they flush their cookies<http://www.mediapost.com/ommaawards/gateway.cfm?ip=details&aid=346522>
- In the old days, trains ran on tracks of different widths, different gauges…so interoperability was very limited. Not until the gauge standardized could railroads really take off…5 foot 81/2 inches…interestingly enough only 60% of the world’s railroads are std gauge…narrow gauge in S US pretty destroyed in the Civil War…supposedly George Stephenson chose this width so he could use existing horse drawn wagons…which in turn supposedly were sized based on Roman chariots…basically the size of a horse’s ass.
- Marketing: interactive campaigns make sense, combining media, old and new
- Tow dimensional bar codes…carry about 40 times as much information as regular bar codes. Used on a daily basis by 50% of Japan’s mobile users. Mobile snaps them, and decodes in the phone, Can be coupon, message, url whatever
- QR codes can even go on taxi windows
- Every digital device has a unique identifier: your iPod is not the same as mine, your camera is not the same as mine…every digital device leaves its traces…now for the marketer this has real advantages
- Means we can collect data drip by drip, and personalize what we send to the customer…the Holy Grail of 1:1 marketing
- Augment reality: snap a building and the image goes to the server, which either recognizes it, or uses your GPS data to identify it; and accesses additional info which is sent back to your mobile to be overlayed on the image as text or icons. The MOBVIS technology could be used to inform visitors about the objects in an area be them buildings or landmarks. The images could also be annotated with additional information like history, event information, or information about nearby shops. Address : <http://www.readwriteweb.com/archives/hyperlinking_the_real_world.php>
- So that’s digital media
- So what difference does all this make?
- Traditional 4 P’s
- Digital 4 Ps: start from Permission. Although digital is intrusive, it’s also v v user controllable
- Adblock, free add-in for Firefox. If your ads annoy me, I can block you…and you will probably never get back in. If you send me stupid SMS ads, I will block you. Adblock is showing 10m downloads; adblock plus 240,000 per week; within 2 days of YouTube carrying some ads in vdos, the first instructions on how to block appeared; with 5 days TubeStop blocker was launched
- A downloadable mobile phone app, shows dates/times of games; locations; phrase book (speaks the phrases); pubs (that sell Guinness). It’s a branded version of an app anyone can buy for a couple of dollars. 1,000 people downloaded in the first week…if you give benefit consumers will invite you in.http://techgutter.com/2008/08/08/guinness-cantonese-speaking-mobile-application-for-hong-kong-rugby-sevens-2008/Starting a 3 year sponsorship of HK Sevens, aug 15 2008 announced sponsoring Singapore Sevens too.
- Permission the vital starting point for DigiMarketing
- But really today’s consumers are lean forward, active participators….
- Here the advertising message in the email is hidden, until the user figures out how to highlight the entire (blank) message and so read the party invitation and the code to get in.
- The MK Game from Asiasoft. MK is a restaurant chain in Thailand. The game reflects the restaurant branding, and uses the restaurant song. Games would give on CD to diners spending over 600 baht. Or one could go one line and download. Those spending at the restaurant got a code that when input created a sort of vegetable hat for their avatar. The avatars then dance, controlled from the keyboard, getting it right gets you points.There’s also a pre-paid (real cash) card that lets players buy additional avatar gear. Looks ideal for a link from game to store also…eg using game points for meal discounts (perhaps code, or SMS identifier driven); that would close the loop.
- Survey by Universal McCann 2008. Notice this is of “active internet users” which kinda removes the differences in internet penetration from one country to another.Of those who read blogs: 31%read daily (22% of all active internets daily); 40% weekly (28% of all)Notice the Asian countries surveyed participating well over average (only Hong Kong is below average)
- Of those who started a blog: 30% update daily; 30% weekly; 13% monthlyNotice the Asian countries at the left…again participating more than average
- Who belongs to 2? 3? 4?...very few…yet marketers always want to build their own social network…unless you offer a very major benefit (probably only possible for a very focussed group) you WILL fail. Try to fit into an existing network, not build your own.
- One approach to branding on Facebook. The Ski BC widget sits on your FB page and lets you check out snow conditions…and carries Ski BC branding.
- In March, 2009 was 2nd most popular page on all Facebook, behind Barack Obama; as of July 12 it was down to #8; Michael had taken #1 and #4, Obama kept #2; Vin Diesel #3; Dr House #5; Facebook #6; Will Smith #7Now has 3.5 m fansBut this page wasn’t created by Coke, but by two Coke fans in Los Angeles, AdAge tells us that they were contacted by Coca-Cola and asked to partner with Coke to manage the Page.Seems that real people are better at this stuff than marketers!
- Corporate blogs are one of THE least trusted items on the web…
- This is the Walmart blog (courtesy of www.ReadWriteWeb.com). Does it resonate with you?
- This is the Walmart blog (courtesy of www.ReadWriteWeb.com). Does it resonate with you?
- Walmart blog isn’t a blog, it’s a flog
- But it doesn’t have to be that way…look at the Dell blog
- Remember the flaming Dell laptop? Some guy’s laptop bursts into flames…a moment captured on camera phone, and extensively blogged. How should Dell react on their corporate blog, which had only just started at the time?
- Well of course they link to it…and explain they have no idea why it happened, but suspect the battery, and are doing all they can…stay tuned. That’s how trust and credibility are built…by trustworthy and credible actions
- Can you believe that ClueTrain is 10 years old? And they still aren’t listening
- Marketers are authenticity challenged
- A lot of marketers are afraid to allow customers to speak…well first if you “don’t allow” it on your site, they’ll do it somewhere else. Second, most of it is good.
- Forrester call it a “Social Technographics Ladder”…really it’s a participation ladder.Social activity is way up among 35-to-44 year-olds, especially when it comes to joining social networks and reading and reacting to content. Even among 45-to-54 year-olds, 68% are now Spectators, 24% are Joiners, and only 28% are Inactives.Address : <http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html>
- Move to real time
- By April Twitter passed NYT and WSJ…at least in web traffic…and for the newspapers now (as we saw at the start) web traffic vastly surpasses the dead tree readersNow may be 10 million on Twitter (http://news.bbc.co.uk/2/hi/technology/8089508.stm)
- Do you have a director of digital care?
- Use existing social networks….only build your own if bigbig benefit
- Virgin America has about1.5 people monitoring and engaging on Twitter and other social networks:not just listening system, but engaging. The word “marketing” doesn’t even enter the mix. 20,000 plus followers on Twitter makes a vibrant and active community of people who will respond in “Twitter time,” thus alleviating the modest team from having to engage in every discussion, whether it’s positive or negative.The most common example Porter shared was a response to the question, “Should I fly Virgin?”“The community closes the sale,” exclaimed Porter.She also shared a story of how Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.During one flight, a woman who just graduated medical school to become a doctor, had tweeted her excitement about graduating and also flying @virginamerica. Instead of simply responding with a congratulatory Tweet, Porter and her team retweeted and asked someone on the flight to buy her a drink (the benefits of offering inflightwifi).
- Lots of ways to monitor what’s being said about you and your brands…most have free versions, with the freemium upgrade model
- Lots of ways to participate. Consumers will be at different rungs of the ladder, so need varied ways for all to participate.
- Building the profile drip by drip, collating everything you learn about me…without freaking me out
- Theamazon site when I am not logged in
- …and now personalized when I am logged in…they remember everything I’ve bought even the RFID kit
- Finally the holy grail, meaningful personalization…using the unique identifiers of digital media to deliver just what the customer wants
- That’s the digimarketing difference
- So that’s the opportunity, digital media, and the digimarketing difference
- So successful from the outset that servers crashed, people couldn’t reach the site…complained to the Oz embassies
- Brilliant digimarketing captures everyone’s imagination even traditional media
- planning
- In digital planning is even more essential, the upside is almost limitless…if we aren’t prepared we will alienate our market. And all that “in the cloud” computing leaves plenty of scope for seamless expansion
- And on the internet, it all lasts forever
- Questions?