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Digital Marketing:
Opportunities & Pitfalls
Ian Fenwick
Thailand Regional Forum
3rd March 2011
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3. The future is
already here. It's just
not very evenly
distributed
William Gibson
As the famous Canadian science fiction writer, who coined
the name ‘cyberspace’ said…
4. digiAindra
“ we fish where the fishes are
“
When the 2nd largest advertiser in the world was
asked why he intended to double digital spend, he
replied: “we fish where the fish are”.
Consumers are already in digital media, it’s the
http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/
marketers that are lagging behind Copyright © ian fenwick. All rights reserved
5. digiAindra
Part 1 digital days
Part 2 digimarketing mindset
Part 3 do it now
Copyright © ian fenwick. All rights reserved
6. digiAindra
Asia 42% (825m)
(21.5% penetration)
China 420 million
(31.6%)
Internet penetration 2010
1.97 billion + (29%)
Internet is already 42% Asian, yet Asian countries
have av internet penetration of only 21.5% vs 29%
globally; within the next few years, Asia will
http://internetworldstats.com/ Stats taken from site December 2010
dstats.com/ dominate the internet
http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
Copyright © ian fenwick. All rights reserved Copyright Ian Fenwick
7. digiAindra
Internet in Thailand
of Thailand’s
17.4m, 26% population
66% of Bangkok’s population
Thailand averages about 26% penetration, but in Bangkok
and amongst business leaders much, much higher
30m mobile internet users by 2014
Thailand’s mobile penetration is over 100%, similar to Australia. It’s the
internet penetration that lags; most likely many people will leap to mobile
browsing
http://www.netboosterasia.com/news.php http://internetworldstats.com/
http://www.nationmultimedia.com/2010/02/09/pda/technology_30122120.html
Copyright © ian fenwick. All rights reserved
http://asiancorrespondent.com/jon-russell/2010/01/20/12-million-mobile-internet-users-in-thailand-says-ais
8. digiAindra
Jan, 2010: Thailand world’s 2nd fastest
growing Facebook community
Thailand started 2010 with 1.6 m FB users, and one
the highest monthly growth rates in the world
http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market
Copyright © ian fenwick. All rights reserved
9. digiAindra
March 2011
Most people know that the US is FB’s largest
country, as of March 2011 estimated at over 152m
Americans on FB
What’s the second largest FB country?
Try to decide before next slide
http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
Copyright © ian fenwick. All rights reserved
10. digiAindra
March 2011
Yes, it’s Indonesia with over 35 m FB members…and
only a 14.5% penetration…lots of room to grow.
China of course is missing, FB is officially banned in
China. Notice the other Asian countries ranking high
Asia
146M FB users
43% in last 6 mths
24% in last 3 mths
http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
Copyright © ian fenwick. All rights reserved
11. digiAindra
March 2011
Asia
146M FB users
43% in last 6 mths
24% in last 3 mths
Thailand is FB #19, which given it’s the 20th most
populous country in the world…and China’s FB is
missing in action…that’s where Thailand “should”
be
http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
Copyright © ian fenwick. All rights reserved
12. digiAindra
#3 March 2011
#4
#22 The inset numbers are the
#17
#12 countries’ ranks by
#2 population size.
#11 Bangladesh #7 by
#21
population is FB#60;
Nigeria pop #8 is FB39;
#14 Russia pop #9 is FB25 (it
#5
has its own popular
vKontaket social network
with throws in Torrent
sharing
#20
http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html CIA World Fact Book
Copyright © ian fenwick. All rights reserved
13. digiAindra
#3 March 2011
#4
#22 Japan is pop#10 FB44, it’s
#17
#12 own Mixi has a 80% share
#2 of sns in Japan at 22m
#11 members
#21
Vietnam is pop #13 and
has it’s own ZingMe plus
#14 FB is sometimes blocked
#5
#20
http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html CIA World Fact Book
Copyright © ian fenwick. All rights reserved
14. digiAindra
Do you check/update Facebook or
Twitter after you go to bed?
Digital media actually
change our behaviors
radically
http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F
Copyright © ian fenwick. All rights reserved
15. digiAindra
Here is my confession – I sleep
with my phone under my pillow every
night.
Not only that, I almost never sleep an
entire night through without waking
up & checking my tweets,
my replies & my DMs at least two or
three times. Sometimes I even wake
up, tweet for an hour or so, & then go
back to sleep.
Diana Adams
http://www.bitrebels.com/social/the-secret-habit-of-many-twitter-addicts-do-you-do-it/ reserved
Copyright © ian fenwick. All rights
www.BitRebels.com
16. digiAindra
Do you sleep with your mobile?
Pew Research Center
90%
67% 70%
64%
50%
34%
male female 18-29 30-49 50-64 65 +
http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA
“have slept with phones on or right next to their bed”
Copyright © ian fenwick. All rights reserved
17. digiAindra
digital
will
predominate
Copyright © ian fenwick. All rights reserved
18. digiAindra
Story is told that if a frog is placed in a pan of water
and slowly warmed, it will stay happily in place until
its environment boils and it dies.
Story’s not true: frog jumps as soon as water
warms. What about marketers? Will they notice that
their markets have changed before it’s too late?
Copyright © ian fenwick. All rights reserved
19. digiAindra
Agenda
Part 1 digital days
daze
Part 2
For many marketers it’s not digital DAYS it’s a digital
DAZE…they just aren’t sure what to do
Part 3 is new, and it can look very complicated
Digital
There’s a lot to do, and to keep doing, all of which
needs to be brand-building
Copyright © ian fenwick. All rights reserved
20. digiAindra
digimarketing: lots of moving parts
face-
brand book SEO QR
building codes
SEM
email, web
ezines
sites games,
twitter digital virtual
worlds
presence e-
commerce
augmented nurture
reality
edm your
lists
video mobiles digital
LBM
presence
Copyright © ian fenwick. All rights reserved
21. digiAindra
Agenda
Part 1 digital days
Part 2 digimarketing mindset
Part 3
Copyright © ian fenwick. All rights reserved
23. digiAindra
Digimarketing 4 P’s
Digital media are very much under customer control: if I don’t like your
emails, I put them in the spam folder, and you can never talk to me again
(and if enough people do it, you won’t be able to email anyone again)
If I don’t like your web ads, I’ll block them; if I don’t like your SMS’s I’ll
block them, once you’re blocked you’re blocked!
Copyright © ian fenwick. All rights reserved
24. digiAindra
• clear opt-in
• easy opt-out
• customer-chosen content & frequency
• relevance
Permission means getting people to
Opt-in to receive your messages…it’s
better for all. The marketer gets to talk
to people who are interested; the
consumer gets what they’re interested
in getting
Copyright © ian fenwick. All rights reserved
25. Most marketers seem to imagine their markets like this: passive, sit-back
digiAindra
digiAindra
coach potatoes. They even call them targets.
And what do targets do? Nothing…just wait to get hit. And that’s
traditional marketing. Fire messages at the targets, if they manage to
avoid the message…fire more!
Copyright ©© ian fenwick.ltd. All rights reserved
Copyright digiAindra co All rights reserved
25
26. digiAindra
Today’s Consumers
Today’s consumers aren’t lean back passive…they’re lean forward active,
participants. The more they participate with your brands, the more they
learn about your brand…the more they engage: and the less time they
have for your competitors’ brands.
Copyright © ian fenwick. All rights reserved
27. digiAindra
Participation can be as simple as this email…the message is hidden until
the recipient interacts with it and selects the entire email. Then the
message is visible: it’s an invite to a party.
Source: OgilvyOne, Thailand
Copyright © ian fenwick. All rights reserved
28. Or as complex as a game. This game is “skinned” with the branding of a
digiAindra
restaurant chain. As people play the game they are immersed the brand.
Typically players spend 5+ minutes with total attention. Far more
engagement than a TVC produces
Source: Asiasoft (Thailand)
Copyright © ian fenwick. All rights reserved
29. digiAindra
Viral marketing relies completely on participation: the consumers pass
your message for you.
http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
Copyright © ian fenwick. All rights reserved
30. Consumers have a huge advantage over marketers: other consumers
digiAindra
trust them! anything we can do to harness the recommendations by
“
consumers to consumers will be tremendously effective
…internet users trust recommendations
from people they know
& opinions posted by unknown
consumers online
more than advertisements on television,
on the radio, in magazines and
newspapers, or in
other traditional media
Cited in http://www.bazaarvoice.com/resources/stats
Nielsen Online, April 2009
Copyright © ian fenwick. All rights reserved
31. digiAindra
consider
aware
like
engaged
ready to
act
ACTION
We’ve recognized the sales funnel for a long time
Copyright © ian fenwick. All rights reserved
32. We’ve eventually come to recognize the value of post-Action, loyalty and
digiAindra
brand advocacy
consider
aware
like
engaged
ready to
act
ACTION
loyal
advocate
Copyright © ian fenwick. All rights reserved
33. And now start to see the value of digiAindra
social media as a trumpet to amplify
the recommendations of our brand
advocates
consider engaged
ACTION
advocate
ready to
act
aware like
Social media TRUMPET
Copyright © ian fenwick. All rights reserved
34. During that Participation, it’s not just the customer learning about our
digiAindra
brand…it’s our brand learning about the customer. One-by-one. Using the
unique identification of digital media to form a profile of each customer.
Every time the customer participates, every time they interact with our
digimarketing, we collect a drop of data to add to his/her profile
Copyright © ian fenwick. All rights reserved
36. We’ve eventually come to recognize the value of post-Action, loyalty and
digiAindra
brand advocacy
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38. digiAindra
Personalization
If I am logged in, Amazon uses all the information they have collected
about me, from searches on the site, reading reviews on the site, & any
purchases I’ve made to serveianan array of products JUST FOR ME
Copyright © fenwick. All rights reserved
39. digiAindra
Personalization
Trip Advisor uses
Facebook’s Instant
Personalization to
leverage all the FB
relationship data to
show me my Friends’
activities , reviews etc.
http://www.rottentomatoes.com/
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40. digiAindra
Personalization
The start of “Social Search” where pages are weighted not by a generic
Google Page Rank, but by how my friends use the web
http://www.rottentomatoes.com/
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41. digiAindra
But there’s another P lurking; Privacy. If I trigger consumers’ Privacy
concerns, the shutters crash down, consumers cut me off from building
their profiles…then I can’t Personalize. And much of the power of
digimarketing will be lost
Copyright © ian fenwick. All rights reserved
42. digiAindra
I’m sure this tension between Privacy and Personalization will be one the
defining issues for digimarketing over the next few years…I hope
marketers don’t screw it up. But I fear they will
Copyright © ian fenwick. All rights reserved
43. digiAindra
Profile (Privacy
) 4Ps
The American Civil Liberties Union had an entertaining video of the dark
side of profiles. In this example, the pizza delivery clerk shows off what
she knows about the customer with NO ATTEMPT to use that profile to
improve the customer’s experience & create benefit
http://www.aclu.org/ordering-pizza
Copyright © ian fenwick. All rights reserved
44. digiAindra
I said that behaviorally targeted (personalized) ads were twice as
effective, but only when the customer experiences additional benefit
Copyright © ian fenwick. All rights reserved
45. digiAindra
Personalization or stalking?
This blogger recounts how he searched on the Kuoni site for holidays in
Thailand. He then saw these banner ads on a site was browsing later.
Just like the ACLU video the marketers are just showing off what they
know, not adding value for the consumer. No wonder this freaks people
out
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
Copyright © ian fenwick. All rights reserved
46. digiAindra
Part 1 digital days
Part 2 digimarketing mindset
Part 3
do it now
Copyright © ian fenwick. All rights reserved
47. digiAindra
site speed
People often ask me how they can improved their websites. Almost
always it comes down to SPEED. The fancy images and animations may
be v nice: but if I can’t see what I want, or at least where to go to get what
I want, within a few seconds…I’m gone
http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
Copyright © ian fenwick. All rights reserved
48. Then make sure your site works in all browsers. There’s digiAindra for
no excuse
site speed
ignoring the 40% of users that are NOT using IE. Your technical people
can even serve different versions of the site for different browsers
browsers
5% 2%
8%
23%
60%
http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
Copyright © ian fenwick. All rights reserved
49. digiAindra
site speed 2013
browsers
And don’t forget mobiles. Many of your customers will be browsing on
mobiles now. Does your site still work and look good?
By 2013 there will be more mobiles capable of browsing the web than
there are old-fashioned computers
By 2015 mobile will be the browsing of choice…get ready now
http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
2015
Copyright © ian fenwick. All rights reserved
50. digiAindra
speed
browsers
user friendly
Don’t ask your IT people if the site is User Friendly.
Don’t ask your Marketers.
Don’t ask the President’s husband
The only ones who know are USERS
Copyright © ian fenwick. All rights reserved
51. digiAindra
speed version of your site
And to be User Friendly on mobiles, you probably need to serve a special
mobile
browsers
user friendly
• special mobile version
• save space
• simplify menus
• separate/highlight buttons
• minimize text entry
Copyright © ian fenwick. All rights reserved
52. digiAindra
speed
browsers
user friendly
content plan
Remember the elephant…it needs feeding every day or so…who will do
it?
Copyright © ian fenwick. All rights reserved
53. digiAindra
speed
browsers
user friendly
content plan
Yes Content is the elephant. Digimarketing eats up content. At first
everyone will help with comments on the Facebook page, tweets and
retweets, uploading pics, writing review.
But after the first few weeks, as “they” all go back to their regular jobs,
who will do it? Someone must. Nothing says “don’t care” like a FB page
not updated for areserved
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week…
55. digiAindra
you
are
here
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56. digiAindra
speed
SEO search engine optimization, hopefully gets you up the organic
browsers ads
search listings; SEM Search Engine Marketing is all about your paid
search
You almost certainly need both
user friendly
content plan
seo
search strategy
sem
Copyright © ian fenwick. All rights reserved
57. digiAindra
Paid
Search
Google
Places
Organic
Search
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59. digiAindra
What are Social Media?
people sharing content with people
creating content for people
people helping each other;
and bypassing traditional
marketing…like yours
Copyright © ian fenwick. All rights reserved
60. digiAindra
traditional marketing was a
monologue marketers talked,
people listened (maybe)
people are tired of monologues, they want
dialogues
social network marketing is a
series of conversations
Copyright © ian fenwick. All rights reserved
61. digiAindra
Part 1 digital days
Part 2 digimarketing mindset
Part 3
do it now
Copyright © ian fenwick. All rights reserved
63. digiAindra
THANK YOU
www.About.Me/ianfenwick
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at www.SlideShare.net/ian.fenwick
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