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Digital marketing and financial services
- 1. DigiMarketing: Implications for Financial Service Industry Prepared for K-Bank May 6, 2010 Turnkey Digital Marketing group@digiAindra.com Copyright © by digiAindra Co., Ltd. All rights reserved
- 2. Agenda digital media changing behavior 4 P’s of digiMarketing future
- 3. Digital Media 1.8b+ internet users NASDAQ IXIC Composite Index
- 4. 2009 1.8 billion + Asia 42% of all users (20% penetration) China 384 million (29%) Source: http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG www.internetworldstats.com/
- 5. > Top 10 Developed Markets Top 10 Emerging Markets USA, Japan, Germany, France, UK, Italy, Spain, South Korea, Canada, 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, Not just developed countries
- 6. Thailand: 13.5m 21% Bangkok: digiAindra 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
- 7. Media use, hours/week, upmarket adults, Bangkok, digiAindra hours/week Internet (excl. email) 14 1.1% 19 TV Magazines 54% Newspapers 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
- 8. Media use, hours/week, upmarket adults, Bangkok, digiAindra 25-34 years old, hours/week 4 17 Internet (excl. email) 1.1% 17 TV TV Magazines 54% Newspapers Newspapers % 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
- 9. Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook community http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market
- 10. http://www.facebakers.com/countries-with-facebook/TH April 30, 2010: Thailand 3.24 mFacebook users
- 11. http://www.facebakers.com/countries-with-facebook/TH April 30, 2010: Thailand 3.24 mFacebook users “ large populations & growing internet connectivity, are pushing Asia’s Pacific Rim countries to the forefront on Facebook…
- 13. growing
- 15. Internet passes TV, Q4 2009, Cda Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720
- 16. Internet passes TV, Q4 2009, Cda Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720
- 17. Most essential medium, US 2010 Arbitron & Edison Research http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf “Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?” 42% 37% 14% 5%
- 18. Interactive TV – 07Show http://www.manytv.com/07show/ ก่อนออกอากาศผู้เล่นควรเตรียมตัวให้พร้อม และควรประจำที่ ก่อนออกอากาศ 1.30 ชั่วโมง และใส่หูฟังไว้ตลอดเวลา ในคอยฟังการเทสต์สัญญาณกับทางทีมงาน (ทางทีมงานจะทำการทดสอบความพร้อมทีละคน) เล่นเกมส์ Webcast ออกรายการสด
- 20. Behavior Changing By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States
- 21. Behavior Changing By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States
- 22. Thailand: “ India, Thailand& New Zealand are leading the curve, with more than 90% ...very satisfied Aged 18-64, with personal bank accounts, & who accessed the internet at least once a week “extremely/very satisfied” with online shopping 93% shop online 87% 86% 63% 44% 43% http://www.masterintelligence.com/reports.jsp http://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf
- 23. Thailand: Aged 18-64, with personal bank accounts, & who accessed the internet at least once a week “extremely/very satisfied” with online shopping 93% shop online 87% 86% 63% 44% 43% http://www.masterintelligence.com/reports.jsp http://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf
- 24. Online spending increasing Master Card Survey: Thais ages of 18 and 64 years with personal bank accounts and who accessed the internet at least once a week. http://www.masterintelligence.com/reports.jsp www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf “ Online shopping has become essential to more than half of the respondents from China, Korea, Japan, India & Thailand
- 26. “ Digital Marketing (digimarketing) is the evolution of marketing, happening when the majority of a company’s marketing uses digital channels DigiMarketing
- 27. “ [US]marketers’ digital spending to overtake print for the first time ever… Source: Outsell, March 8, 2010 http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100308005991&newsLang=en Marketing catching up
- 28. 2009e 2009 baht* 2008 baht % growth TV 49.9 m 4% 51.9 m Radio 6.9 m -11% 6.1 m Print 21.1 m -9% 19.1 m Outdoor 6.4 m 2% 6.5 m Internet TOTAL 0.17 m 88.6 m 44% 0% 0.25m 89.0 m Thailand Nielsen Media Research, reported in Marketing and Media, Mindshareworld Co Ltd : Yr 2009 estimated
- 29. digimarketing “ What does it say about a brand if they aren’t involved with sites like Facebook or Twitter? It shows they’re not really with it or in tune with the new ways to communicate with customersfemale aged 18-24 Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
- 30. digimarketing “ What does it say about a brand if they aren’t involved with sites like Facebook or Twitter? they’re not interested in the demographic that frequents Facebook & Twitter, or they’re unaware of the opportunitymale aged 35-39 Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
- 31. digimarketing “ What does it say about a brand if they aren’t involved with sites like Facebook or Twitter? it's EXPECTED that a company have some digital face…they need a strong electronic presence or you doubt their relevance female aged 50-54 Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
- 33. agile
- 35. 4Ps
- 37. Easy opt-out
- 38. Customer-chosen content & frequency
- 40. “ Audience is as antique a term as record, the one archaically passive, the other archaically physical William Gibson 36
- 41. Today’sConsumers
- 42. Participation Source: OgilvyOne, Thailand
- 43. Participation Source: AsiaSoft, Thailand
- 44. Participation HSBC-"Your Point of View", Live Theatre Windows Campaign ; http://www.youtube.com/watch?v=Pn8oEn0WHnY
- 46. 4Ps Permission Participation The 4Ps of digimarketing (Privacy) Profile
- 47. Personal Financial Assistant http://www.mint.com/ http://websha.com/mint.com
- 48. Mint is now aggregating data from its 1.5 m users & mining it for personal spending trends http://www.fastcompany.com/blog/chris-dannen/techwatch/mintcom-add-data-mining http://www.mint.com/
- 50. Report Summary “ Eventually, we’ll do this for research …creating a streamlined for-pay service allowing businesses to mine spending habits “ definitely potential for a financial adviser product down the line http://www.mint.com/
- 51. My Money Skills http://www.mymoneyskills.me/english/gt/main.jsp
- 52. 4Ps Permission Participation The 4Ps of digimarketing Personalization (Privacy) Profile
- 53. Personalization
- 54. Personalization
- 55. Personalization Source: Ogilvy Brazil http://www.youtube.com/watch?v=lH-PK9MM45U
- 56. 4Ps Permission The 4Ps of digimarketing 1http://www.emarketer.com/Article.aspx?R=1007599 2http://www.networkadvertising.org/pdfs/NAI_Beales_Release.pdf Personalization “ behaviorally targeted ads twice as effective (Privacy) Profile Participation
- 57. Personalization or stalking? Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html “ Surprise me: don’t scare me!
- 58. Personalization or stalking? Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html “ way too invasive for me…I have blocked Criteo ads completely “ dynamic serendipity “ Surprise me: don’t scare me!
- 59. Permission - Participation Profiling - Personalization engage in a socialcontext DigiMarketing
- 60. Social networks are mainstream life http://www.southparkstudios.com/episodes/267112/
- 61. Agenda digital media changing behavior 4 P’s of digiMarketing Permission - Participation Profiling - Personalization Engage in a socialcontext
- 62. Agenda digital media changing behavior 4 P’s of digiMarketing future
- 63. Top 10 Most Innovative Companies in Finance http://www.fastcompany.com/mic/2010/industry/most-innovative-finance-companies http://thefinancialbrand.com/11006/9-considerations-about-financial-innovation/ “ eight of the 10 most innovative companies in the financial industry aren’t banks
- 64. “Generation Y” is an important demographic The Asian Banker, April 23, 2010 http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocument
- 65. “Generation Y” is an important demographic The Asian Banker, April 23, 2010 http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocument Asian banks in particular, are seen as lagging behind the use of social media compared to their counterparts outside of Asia most banks don’t place enough emphasis on innovation as they are used to pushing information to their customers. with the emergence of user-generated content…banks are having to deal with the flow of reactions about their services & products at an intensity & pace that most cannot even recognise, much less catch up to, Katkov, SVP Asia of Celent’s Asia Research Group social network’s being the second most powerful influenceover a person’s branding choice, social media is something banks can no longer ignore. Catalysts for Change - The Implications of Gen Y Consumers for Banks” has shown that Generation Y’s spending is poised to surge from $600 billion in 2009 to $2.45 trillion by 2015.
- 66. Dexia Bank: creates Axionfor 12-25 year olds http://www.dexia.be/nl/Particulier/VIADEXIA/LandingPages/LP_Axion/ http://www.axionweb.be/static/FR/index.aspx http://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/
- 67. Axion Created rock concerts on banner ad sized stage http://www.youtube.com/watch?v=G5tW1JJqe3U http://www.axionweb.be/static/FR/index.aspx http://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/
- 69. embeds on bands’ fan pages & blogs 40,000 free impressions
- 70. 45,000 unique visitors to the microsite
- 72. Don’t forget “friends & family” http://thefinancialbrand.com/11342/fiserv-gen-y-banking-study/, April 14, 2010
- 73. Bucks First Credit Union: Project FlipsideThe Alternative to Doing Nothing http://www.youtube.com/watch?v=5krHcfpXoCI
- 74. PNC Bank’s Virtual Wallet http://www.youtube.com/watch?v=IrAr4YrKtJc&feature=player_embedded
- 76. Parcel AR
- 78. THANK YOU Turn Key Digital Marketing group@digiAindra.com Copyright © by digiAindra Co., Ltd. All rights reserved
Notes de l'éditeur
- Maybe fewer realize the dominance of Asia on the web…42% already and with average penetration of only about 20%...lots of room to grow vs N America 76%; Europe 53%; penetration; Globally we are at about 27%; The Asian century, the internet century, the Asian internet century
- ,
- In the US this time, Arbitron and Edison run a survey asking which medium is most essential for your life. This year, for the first time internet is most essential medium…again not because TV became less essential…but because far more people moved to saying the internet was most essential. They shifted from the lesser media. When the elephants fight the mice get trampled.Poor old newspapers dropped from 10% saying most essential in 2007 to 5% now.While television still leads among those over the age of 45, Internet dominates among younger persons age 12 to 44.Interesting side-point here, although this talks about TV and Radio…it’s not clear if the respondents will interpret these as names of media: if I find the content on an internet radio station as essential…would this count for radio or internet?I if I watch the content previously known as TV on my laptop, or mobile, or from a pre-recorded DVD (most of the top 10 Amazon DVDs are TV shows) am I watching TV?Many of these surveys have a problem with confusing content and device. Life was once easy: content was device.
- Participation needs to sign in and play online game at www.manytv.com then top 30 person will be selected to play game during TV show. Show is live so player will online play game at home compete with stars in that show. The computer screen and sound of each home players will be shown in the TV show.
- The study (US again) was called: “Is Social Media a New Addiction?” While I don’t subscribe to the current addiction to addictions. And another nail in the coffin of dead tree news. Notice NOT in the coffin of news: only in the deadtree version.
- Easiest way to view this is just to look at people who can go without FB for a long time: notice in this survey “long time” is less than daily. Only 40-50% of respondents can bear to be away from FB for a day.(which is about what FB itself says: over 400 m active users, 50% log in on any given day, http://www.facebook.com/#!/press/info.php?statistics)
- Average spend of all online transactions made in the past 3 months 550USD 388USD 409USD
- Not to be doing digital means something…
- Not to be doing digital means something…
- Not to be doing digital means something…
- But market research always understood this
- But today ‘s consumer is active, engaged (or wants to be), lean forward, not lean back.We move from reach and impressions, to sustained engagement. What we once called “sticky”. I want participants interacting with my digital marketing…so they learn more about my brand (and shape how they wish), and have less time to be with my competitors’ brands.Turn On Tech Live is certainly permission based, and certainly participative!
- Participation can be as simple as this email…where the recipient has to work to find the message.(I call this non-informative participation, as I don’t learn anything about the participant from the interaction…more of this in a moment)
- Or as complex as this game (developed by AsiaSoft for MK restaurants, a chain based in Thailand). Diners who spend 300 baht get a login to the game that entitles them to the special (vegetable) hat…don’t ask why but possession of this became a big deal. Then you compete against your friends to get your avatar (your representation in the game) to follow the dance steps correctly…and you earn points.The whole thing is conducted against an MK restaurant backdrop, with MK restaurant music (they have their own song), and reinforced in the restaurants with dancing singing waiters and waitresses (without veggie headgear)As far as I know the circle has not yet been closed, it should be possible to spend the points earned in the game on discounts in the restaurants (or at least codes for avatar stuff from the restaurant). This would unite the on-line information that we generate about the player, with their real world identity (and make a start on informative participation)
- Then of course there is viral marketing. I don’t supposed any of you have ever emailed on a quirky video clip to your friends? And so voluntarily helped the marketer both distribute the message AND choose who to distribute it to This is the epitome of participation: consumers actually do all the heavy work, choosing friends they think would appreciate that quirky vdo clip and passing it on to them
- But market research always understood this
- All your financial account and transactions on-line; alertsyou to any unusual activity.Have to give the site the numbers & passwords for your bank accounts & credit cards. Then it becomes you financial advisor. Will track and attempt to categorize all expenditures. You can set alerts, e.g. for when a bill is due, or a big purchase appears on your card, or you got a deposit.
- Starts to data mine…builds new revenue streams
- Games & Quiz to stimulate your spending behavior and calculate retirement for you base on your individual behavior.
- This is what Amazon serves me if I am not logged in. It’s their generic, unpersonalized home page. Now I’ve only ever bought from Amazon twice, but I’ve done many searches, read reviews etc. Everyone of those interactions goes to inform my profile…and allows them to build my personalized Amazon home page.
- So when I’m logged in, I get this. Much better for me!
- Here’s simple personalization from Burger King Brazil…notice how well it fits the brand: Have It Your Way…now you really know it’s your way cos it’s got your photo on it!
- David Hughes a blogger, visited the travel company Kuoni’s website, to search for holidays in Thailand (yes it was last month). Then he as an automobile site and up pops the banner…thanks for visiting. Now that he found a little spooky. Then the banner changed to Thanks for your interest in Thailand.Now this is personalization…but it’s scarcely meaningful.
- For some, blatant personalized is so unnerving that they simply block all ads that come from that source. Personalization needs to be done in a way that provides real benefit to the consumer, and seems natural to them
- So for digimarketing: 4Ps and social context
- You know social networks are mainstream when they become the stuff of TV cartoons!
- Banks, especially in Asia, don’t seem to be doing so well at appealing to Gen Y.
- Dexia Bank serving France and the Netherlands, has done several very innovative things. First, set up a whole separate bank, Axion, to serve Gen Y.
- Then they hosted a live rock concerts competition. Bands performed on a sound stage which matched the ratio of a banner ads dimensions. Concerts appeared in banner ads. Fans could download them, and put on their social network sites etc., and could vote for their favorite band.
- The winner got to perform a live gig at one of Belgium’s biggest concert halls, with live streaming on an Axion Web-TV channel.
- Buck First Bank communicates with Gen-Y customer using Gen-Y reps. They blog, vdo etc. about financial services in their own terms
- Don’t go overboard on social networks. Remember to leverage friends and family too.
- That’s one of the strengths of Flipside.