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Keynote Address to Canada E-Connect 2009

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Keynote Address to Canada E-Connect 2009

  1. 1. Canada e-Connect 2009 DigiMarketing: The New Imperative Dr. Ian Fenwick Advisor Sasin Graduate Institute of Business Administration of Chulalongkorn University www.DigiMarketingNow.com www.Twitter.com/Digi_Ian
  2. 2. … the future is already here. It's just not very evenly distributed. William Gibson “
  3. 3. are you doing digital marketing right now?
  4. 4. what is digimarketing ?
  5. 5. 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. 7. DigiMarketing: The Essential Guide to New Marketing & Digital Media , Kent Wertime and Ian Fenwick, Wiley 2008 www.DigiMarketingNow.com Digital Marketing, digimarketing , is the future evolution of marketing. It happens when the majority, or totality, of a company’s marketing uses digital channels. “
  7. 8. digital channels?
  8. 9. 1957 ARPA
  9. 10. 1957 ARPA first publically accessible on-line network 1979 1994
  10. 11. 2007 survey 2,400+ households in US, UK, Germany, Japan & Australia
  11. 12. 71% 2+ hrs/day
  12. 13. it’s not just north america
  13. 14. Internet penetration 2007 1.4 billion + http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG www.internetworldstats.com/ Africa has c. 30% mobile penetration South Africa c. 90% mobile penetration
  14. 15. Asia 40% China 253 million 19%
  15. 16. mobile social networking Shanghai-style
  16. 17. Locationally aware, in-taxi touch screens
  17. 18. Forecast internet users, end 2008 <ul><ul><li>Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008, </li></ul></ul>Top 10 Developed Markets USA, Japan, Germany, UK, France, Italy, Spain, Canada, S Korea, Australia Top 10 Emerging Markets Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland, Saudi Arabia
  18. 19. DigiMarketing opportunity Source:Neo@Ogilvy Marketers Lag Behind Their Markets % Consumer Time Spent Online % Advertising Dollars Spent Online
  19. 20. digital’s not just the internet: traditional media go digital
  20. 21. Traditional Media Digital Media TV IPTV Radio Digital Radio Billboards Digital POS
  21. 25. digital will predominate
  22. 26. The Shift to Digital <ul><li>the users are there </li></ul><ul><li>… globally </li></ul><ul><li>their time is there </li></ul><ul><li>… but people are still doing what they always did… </li></ul><ul><li>and marketing needs to get there </li></ul>
  23. 27. for me? mean what does that ?
  24. 28. mean what does ? digital
  25. 29. 8
  26. 30. Content is liberated 1
  27. 32. Content is liberated
  28. 33. Devices can interact
  29. 34. Ginza, Tokyo
  30. 35. QR Codes Devices can interact www.DigiMarketingNow.com
  31. 36. Oglivy: Japan
  32. 37. Oglivy: Japan
  33. 38. QR code window ads in taxis at Nagoya airport, Japan
  34. 39. Content is liberated 1 Digital devices are unique 2
  35. 40. Unique devices
  36. 41. Unique devices Canon Rebel 350 3 years old #560151117
  37. 42. <ul><li>collect data, drop by drop </li></ul><ul><li>meaningful personalize </li></ul>Unique devices
  38. 43. Digital devices are unique 2 A new model for media 3
  39. 44. Content Creation Specialists Publishers, editors, vehicles Distribution channel (bookstores, newstands, TV/radio stations) Mass Media Consumers Traditional Media Model $$$ eyeballs expensive channel, production & filtering modest returns to creators
  40. 45. modest returns to specialist creators near free channel, free peer filtering modest returns to specialist creators New Media Model Generate Content Internet Publication Internet Distribution Consumers Consumers Generate Content
  41. 46. to find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Rupert Murdoch, quoted in Wired , July 2006 “
  42. 47. How many people here read blogs? … write blogs?
  43. 48. Digital respect
  44. 49. paid circulation 2007 <4 million almost 1.7 m US-based unique visitors 33-48 m page-views (May 2007) http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php ComScore, Nielsen NetRatings
  45. 50. People trust people http://www.nielsenbuzzmetrics.com/cgm at least twice as much as ads
  46. 51. … corporate blogs not trusted http://www.readwriteweb.com/archives/corporate_blogs_trust.php
  47. 52. … corporate blogs not trusted http://www.readwriteweb.com/archives/corporate_blogs_trust.php corporate blogs: the least trusted on-line information source
  48. 53. … can’t imagine why
  49. 54. … can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php &quot;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&quot; 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.&quot;
  50. 56. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
  51. 57. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
  52. 58. http://blog.delta.com/
  53. 59. http://canadiantourism.blogspot.com/
  54. 60. Tourism Queensland www.IslandReefJob.com $150,000 6-months caretaker & blogger on Great Barrier Reef 1 million visits in 7 days
  55. 61. Tourism Queensland www.IslandReefJob.com 1 million visits in 7 days
  56. 62. A new model for media 3 Targets become participants 4
  57. 65. Participatory 1:many iPod’s Dirty Secret the Niestat Brothers Posted Nov 20, 2003 1M+ downloads in 6 wks Apple expands iPod warranties Offers new battery replacement mail - in service
  58. 66. www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr social networks
  59. 67. anyone a member of a social network site?
  60. 68. 87% www.comscore.com/press/release.asp?press=2592 of 15+ population, Fall 2008
  61. 69. Facebook 132 m unique visitors in June 2008 world’s fastest growing social networking site http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/
  62. 70. 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
  63. 71. http://apps.facebook.com/tripjane/home http://www.tripit.com/
  64. 72. Solving customer problems quickly
  65. 73. Impressions: Reach & Frequency Slob Ogilvy: Toronto http://www.youtube.com/user/tuffsheet Seen by estimated 500 million people Estimates from Ogilvy & Mather. Represents viewership through all channels, inclusive of free Television exposure. Evolution Involvement & Sustained Engagement
  66. 75. Targets become participants 4 Customers take control 5
  67. 76. Access and Restriction New Restrictions Unprecedented Access Marketers and Channels
  68. 77. <ul><li>BBC Interview, March 18, 2008: </li></ul>It’s mine – you can’t have it. If you want to use it for something, then you have to negotiate with me. I have to agree. I have to understand what I’m getting in return “ personal data? Tim Berners-Lee
  69. 78. Consumers will give you info, if you give them benefit… first <ul><li>respect privacy </li></ul><ul><li>get permission </li></ul><ul><li>improve customer’s experience </li></ul>
  70. 79. OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld branded utility
  71. 80. Customers take control 5 Search: the point of entry 6
  72. 81. over 66 billion, 2007 in December alone http://www.comscore.com/press/release.asp?press=2018, Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. 41 billion at Google sites world population? about 6.6 billion 8.5 billion at Yahoo! sites 3.4 billion at Baidu.com on-line searches? 1.9 billion at Microsoft sites
  73. 82. do you have a search strategy for your business?
  74. 83. http://battellemedia.com/archives/000063.php John Battelle a massive database of desires, needs, wants, and likes that can be discovered, supoenaed, archived, tracked, and exploited to all sorts of ends the database of intentions… “
  75. 84. Organic Listings Search Engine Optimization (SEO) Paid Listings Search Engine Marketing (SEM)
  76. 85. Search: the point of entry 6 Mobile moves fastest 7
  77. 86. ?? mobile phone subscribers 1.4b internet users 1.3b landline phones 1.5b email boxes 1.5b TVs Communities Dominate Brand s Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore World? c. 6.6 billion people device 1.4b credit cards 3.3b From: Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008
  78. 87. mobile phone display projects via contact lens HMD 35 gms 28&quot; screen 6′ away
  79. 88. how does your website look on mobile devices?
  80. 89. it’s not advertising, “ it’s just a really cool way to say goodbye ”
  81. 90. http://www.mobvis.org/demos.htm Augmented Reality
  82. 91. Mobile moves fastest 7 Digital stuff stays! 8
  83. 92. iPod’s Dirty Secret the Niestat Brothers 2003
  84. 93. iPod’s Dirty Secret the Niestat Brothers 2003 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
  85. 94. “ the dog poop girl” June 2005 , South Korea
  86. 95. Content is liberated 1 A new model for media 3 Targets become participants 4 Customers take control 5 Search: the point of entry 6 Mobile moves fastest 7 2 Digital devices are unique Digital stuff stays! 8
  87. 96. 4 P’s of marketing Product Price Place Promotion
  88. 97. <ul><li>clear opt-in </li></ul><ul><li>easy opt-out </li></ul><ul><li>customer-chosen content & frequency </li></ul><ul><li>opportunities to review, comment, tag </li></ul><ul><li>upload </li></ul><ul><li>collect data </li></ul><ul><li>drop by drop </li></ul><ul><li>build participant profiles </li></ul><ul><li>create relevant personalization </li></ul>4 P’s of digi marketing Permission Participation Particulars Personalization
  89. 98. what’s next?
  90. 99. People often ask me if we’re nearing the end of the digital revolution—if technology progress is at a point of diminishing returns and the personal computer has reached the apex of its development. I believe the opposite is true…hardware and software will be the catalyst for advances during the next 10 years that will far exceed the changes of the last 30 years. Wall Street Journal , January 24, 2008 “ Bill Gates, chairman Microsoft Corporation
  91. 100. digital will predominate
  92. 101. www.DigiMarketingNow.com Q & A

Notes de l'éditeur

  • Thank you for inviting me to talk today…I have to say that I am some what intimidate by the audience of e-Tourism experts. I feel like one of the later husbands of Elizabeth Taylor (do people still remember Elizabeth Taylor? She had 6 husbands…consecutively, of course, one of the later ones supposedly remarked…I know what to do, but given your experience I’m not sure how to make it exciting.

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