The Role Of Digital Marketing

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Information about The Role Of Digital Marketing

Published on July 16, 2009

Author: ian.fenwick

Source: slideshare.net

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

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

what is digimarketing?

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



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

1 2 3 opportunity digital media difference

3 1 opportunity 2

why a digimarketing opportunity? under spent

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

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

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,

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

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

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

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

mis-allocation of resources

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

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

Cost per Click Cost per Action

why a digimarketing opportunity? under spent the future trackable

3 1 opportunity 2

3 2 digital media 1

how are digital media different? new media model

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

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

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

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

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

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

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

heard of Twitter? do you tweet?

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

Solving customer problems quickly Solving customer problems quickly

“ 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/

how are digital media different? new media model mobile

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

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

how does your website look on mobiles?

how are digital media different? new media model mobile unique

Canon Rebel 350 3 years old, #560151117

collect data, drop by drop personalizecontent

3 difference 1 2

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

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

clear opt-in

easy opt-out

customer-chosen content & frequency

contextual relevance





Source: OgilvyOne, Thailand

MK GAME

belong to a social networking site?

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

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/

http://pagedata.insidefacebook.com/

How much do you trust the following information sources? 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

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

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

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

do you know what people say about you?

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

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



1 2 3 opportunity digital media difference

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

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