Post on 14-Nov-2014
description
DigiMarketing in a Crisis
Dr Ian FenwickSasin Graduate Institute of Business Administration
Tourism Technology Association, July 24, 2009
wejicrisis
danger opportunity
http://www.pinyin.info/chinese/crisis.htmlhttp://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011801881.htmlhttp://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1
what is digimarketing?
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
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
Digital Marketing, digimarketing, is the evolution of marketing.“It happens when the majority, or totality, of a company’s marketing uses digital channels.
opportunity1
new 4 P’s2
action now3
2 3
opportunity
1
why a digimarketing opportunity?
under spent
Internet penetration 20091.6 billion +
http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
www.internetworldstats.com/http://advertising.microsoft.com/asia/NewsAndEvents/News.aspx?Adv_NewsID=1630
Internet penetration 20091.6 billion +
http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
www.internetworldstats.com/
Asia 41%China 298 million
22%162m bloggers 54%
http://advertising.microsoft.com/asia/NewsAndEvents/News.aspx?Adv_NewsID=1630
Source:Neo@Ogilvy
% Advertising Dollars Spent Online
% Consumer Time Spent Online
marketing lag
2003 2004 2005 2006 2007 2008
-5%
0%
5%
10%
15%
20%
25%
30%
why a digimarketing opportunity?
under spent
the future
digital will
predominate
it is the one most adaptable
to change
it is not the strongest of the species that survives… “nor the most intelligent…
easier to learn if you start early…
and you never forget
Source: www.stockphotos.com
why a digimarketing opportunity?
under spent
the future
trackable
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
John Nelson Wanamaker (1838 –1922)
Half the money I spend on advertising is wasted; the trouble is I don't know which half
“
why a digimarketing opportunity?
under spent
the future
trackable
2 3
opportunity
1
new 4 P’s
1 32
Product
Price
Place
Promotion4 P’s of marketing
Permission
4 P’s of digimarketing
• 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
Permission
Participation• clear opt-in• easy opt-out• customer-chosen
content & frequency• contextual relevance
belong to a social
networking site?
www.facebook.com www.myspace.com
www.mixi.jp www.cyworld.co.kr
social networks
1/3 of global audience is 35-49; 1/4 is over 50
www.facebook.com www.myspace.com www.mixi.jp
www.cyworld.co.kr 9
132 m unique visitors, June 2008world’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/
200 m Nov 2008
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/
250 m July 15 2009
Facebook: 4th largest country in the world
1/3 of global audience is 35-49; 1/4 is over 50
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/ /www.techcrunch.com/2009/07/15/facebooks-offical-user-count-now-250-million/
250 m July 15 2009
http://www.facebook.com/apps/application.php?id=2841359929&b=&ref=pd_rhttp://www.wilhelmus.ca/2007/11/gotta_ski_bc_facebook_applicat.html
read blogs?
Reading blogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008
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
70%
read at least weekly
50%
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
Digital respect
paid circulation2007 <4 million
1.7 m unique visitors (US only)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
Perez Hilton
heard of Twitter?
do you tweet?
http://www.readwriteweb.com/archives/twitter_passes_nyt_wsj_in_unique_visitors.php
www.Twitter.com/DrIanFenwick
February 2008 < .5 m unique usersFebruary 2009 > 7 m unique usersLargest age group? 35-49 year olds (3m)
http://www.techcrunch.com/2009/07/10/crunchup-live-real-time-business/
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
Permission
Participation
Profile• opportunities to
review, • to comment, • to tag • to upload• to engage• social CRM
4 P’s of digimarketing
Permission
Participation
Profile
Personalization• collect data, quizes, games• drop by drop• build participant
insights • link to physical
channels
4 P’s of digimarketing
Permission
Participation
Profile
Personalization
• clear opt-in• easy opt-out• customer-chosen content &
frequency
• opportunities to review, comment, tag• upload
• collect data• drop by drop• build participant
profiles
• create relevant personalization
4 P’s of digimarketing
new 4 P’s
1 32
action now
1 2 3
1 year
=7
fast
5 secs
=4
ever
fast
user friendly
language
…tone
http://www.readwriteweb.com/archives/corporate_blogs_trust.php
How much do you trust the following information sources?
…can’t imagine why
http://www.readwriteweb.com/archives/corporate_blogs_trust.php
…can’t imagine why
http://www.readwriteweb.com/archives/corporate_blogs_trust.php
"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."
8%
http://marketshare.hitslink.com/
68%
.7% .6%
1%
Scale only approximate
21%
all browsers
Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
World population? 6.6 bInternet users? 1.6 b
Landline phones? 1.3 b
Credit cards? 1.4 b
TV sets? 1.5 b
Mobile phone subscribers? 3.3 b
http://www.itu.int/ITU-D/ict/newslog/Indonesia+Overtakes+Japan+To+Take+Third+Place+In+Asia+Subscriber+Rankings.aspx
Thailand? 61.9m
how does your website look
on mobile devices?
all browsers
http://www.mobvis.org/demos.htm
Augmented Reality
www.tubemogul.com
vdo
news/updates
do you have a search strategy
for your business?
search strategy
Organic ListingsSearch Engine Optimization (SEO)
Paid ListingsSearch Engine
Marketing (SEM)
anyone read on-line reviews?
interactions lead to
transactions
• #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
1"Web users and web community," Rubicon Consulting, Inc. October 20082 Kudzu.com survey of 600 users, December 20083Deloitte & Touche, September 2007 All quotes from www.bazaarvoice.com/industryStats.html
Peer Reviews
Social Networks
interactions lead to
transactions
Action
Preference
Awareness
Consideration
Web2.0
Peer Reviews
Social Networks
interactions lead to
transactions
Action
Preference
Awareness
Consideration
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…
www.serph.comwww.monitter.com http://spy.appspot.com www.blogpulse.com
monitor
Intervene…gently
apologize…if necessary
opportunity1
new 4 P’s2
action now3
Tourism Queensland www.IslandReefJob.com
$150,000 6-monthscaretaker & blogger on Great Barrier Reef
1 million visits in 7 days
over 35,000 applicantshttp://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 poolJoe Rogan, Newsradio
www.slideshare.net/ian.fenwickwww.twitter.com/DrIanFenwickwww.DigiMarketingNow.com