DigiMarketing In A Crisis, The Next Step After E Commerce

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Information about DigiMarketing In A Crisis, The Next Step After E Commerce
Business & Mgmt

Published on July 23, 2009

Author: ian.fenwick

Source: slideshare.net

Description

presentation to Tourism Technology Association Bangkok July 24 2009

DigiMarketing in a Crisis Dr Ian Fenwick Sasin Graduate Institute of Business Administration Tourism Technology Association, July 24, 2009

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

what is digimarketing?

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 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

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



1 2 3 opportunity new 4 P’s action now

3 1 opportunity 2

why a digimarketing opportunity? under spent

Internet penetration 2009 1.6 billion + www.internetworldstats.com/ http://advertising.microsoft.com/asia/NewsAndEvents/News.aspx?Adv_NewsID=1630 http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

Asia 41% China 298 million 22% 162m bloggers 54% Internet penetration 2009 1.6 billion + www.internetworldstats.com/ http://advertising.microsoft.com/asia/NewsAndEvents/News.aspx?Adv_NewsID=1630 http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

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



why a digimarketing opportunity? under spent the future

digital will predominate

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

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

why a digimarketing opportunity? under spent the future trackable

“ 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

why a digimarketing opportunity? under spent the future trackable

3 1 opportunity 2

3 2 new 4 P’s 1

4 P’s of marketing Promotion Place Price Product

4 P’s of digimarketing clear opt-ineasy opt-outcustomer-chosen content & frequencycontextual relevancePermission

clear opt-in

easy opt-out

customer-chosen content & frequency

contextual relevance

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

Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld

Participation clear opt-ineasy opt-outcustomer-chosen content & frequencycontextual relevancePermission

clear opt-in

easy opt-out

customer-chosen content & frequency

contextual relevance





belong to a social networking site?

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

Facebook: 4th largest country in the world 250 m July 15 2009 200 m Nov 2008 132 m unique visitors, June 2008world’s fastest growing social networking site 1/3 of global audience is 35-49; 1/4 is over 50 http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/ www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9 http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/ /www.techcrunch.com/2009/07/15/facebooks-offical-user-count-now-250-million/

Facebook 250 m July 15 2009 1/3 of global audience is 35-49; 1/4 is over 50 http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/ www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr 9 http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in/ /www.techcrunch.com/2009/07/15/facebooks-offical-user-count-now-250-million/

http://www.facebook.com/apps/application.php?id=2841359929&b=&ref=pd_r http://www.wilhelmus.ca/2007/11/gotta_ski_bc_facebook_applicat.html

read blogs?

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

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

Digital respect

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

heard of Twitter? do you tweet?

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

“ 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/

4 P’s of digimarketing Profile opportunities to review, to comment, to tag to uploadto engagesocial CRMParticipation Permission

opportunities to review,

to comment,

to tag

to upload

to engage

social CRM

4 P’s of digimarketing Personalization collect data, quizes, gamesdrop by dropbuild participant insights link to physical channelsProfile Participation Permission

collect data, quizes, games

drop by drop

build participant insights

link to physical channels



4 P’s of digimarketing Personalization create relevant personalizationProfile collect datadrop by dropbuild participant profilesParticipation opportunities to review, comment, tag uploadclear opt-ineasy opt-outcustomer-chosen content & frequencyPermission

create relevant personalization

collect data

drop by drop

build participant profiles

opportunities to review, comment, tag

upload

clear opt-in

easy opt-out

customer-chosen content & frequency

3 2 new 4 P’s 1

3 action now 1 2

1 year = 7 fast

5 secs = 4 ever fast

user friendly language …tone

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

…can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php

…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



68% all browsers 21% 8% 1% .7% .6% Scale only approximate http://marketshare.hitslink.com/

World population? 6.6 b 1.6 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

all browsers how does your website look on mobile devices?

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

vdo www.tubemogul.com

news/updates

search strategy do you have a search strategy for your business?

Paid ListingsSearch Engine Marketing (SEM) Organic Listings Search Engine Optimization (SEO)





interactions lead to transactions anyone read on-line reviews?

#2 driver of purchase decisions (#1: personal advice from friend)user reviews more influential than 3rd party reviews186% read before buying(90% trust)2 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

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

user reviews more influential than 3rd party reviews1

86% read before buying(90% trust)2

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

interactions lead to transactions Awareness Consideration Social Networks Preference Peer Reviews Action Web2.0

interactions lead to transactions Awareness Consideration Social Networks Preference Peer Reviews Action Web2.0

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

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



monitor Intervene …gently apologize …if necessary www.serph.com www.monitter.com http://spy.appspot.com www.blogpulse.com

1 2 3 opportunity new 4 P’s action now

$150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days Tourism Queensland www.IslandReefJob.com

over 35,000 applicants http://www.worldtravelguide.net/news/3407/news/And-the-real-winner-is%85-the-Australian-tourism-board.html

“ 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”

“ 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.

“ 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

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

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