Digi Marketing An Introduction, Rcbs
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digital marketing
ian fenwick
for the Rotary Club of Bangkok South, 04.09.09
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…the future is already here. It's just not very evenly distributed
William Gibson
“
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changesso
what?future
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changes
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1957
http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA
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1957
ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/
1969
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1957
. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source
1969
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July 20, 1969
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July 20, 1969
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1957
. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source
1969
1979
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1957
1969
1979
1994
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1957
1969
1979
1994
1998http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2 years earlier
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1957
1969
1979
1994
1998
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using 4+ hours/day
2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss
TV? Internet?
66%60%
2007 IBM Institute for Business ValueUS, UK, Germany, Japan & Australia
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using 4+ hours/day
2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss
TV? Internet?
66%60%Using 6+ hours/day
TV? Internet?
9%19%
2007 IBM Institute for Business ValueUS, UK, Germany, Japan & Australia
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2009
1.6 b + internet users
41% in Asia,22% of Asians
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2m
2009
bigger than?
http://wsjmediakit.com/newspaper/circulation
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2m11m
2009
bigger than?
http://wsjmediakit.com/newspaper/circulation
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11m
2009
bigger than?
http://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api
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11m
2009
bigger than?
http://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api
23m (US),45m ww
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social network sites
bigger than porn?
2009
http://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html
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If Facebook were a country,
it would be the 4th largest in the world
2009
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but Facebook isn’t a country,
it doesn’t have an anthem, a
language, or a real culture
2009
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Facebook is more a community of
information than of friends; of
recommendations & links
2009
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Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11
“Friends, not editors, shape internet habits”
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Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11
“Friends, not editors, shape internet habits”
BBCNew York TimesYahoo NewsGuardianTelegraph Media GroupMSN NewsTimes OnlineAOL News
45%
19%
13%
12%11%
9%7%
7%
54%
30%
13%
18%16%
13%11%
7%
66%
32%
17%
23%21%
14%15%
7%
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Thailand: 13.5m 21%Bangkok:
Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
biz decision-makers 80%top management 93%
www.internetworldstats.com/stats3.htm#asia
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Media use, hours/week, upmarket adults, Bangkok,
Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
19TV
Magazines 5
1.1%
Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
Newspapers 5
14Internet (excl. email) hours/week
% of total mktg spend Thailand,
200818%
6%
54%
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Media use, hours/week, upmarket adults, Bangkok,
Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
25-34 years old,
1.1%
Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
Internet (excl. email) 17
TV 17
Newspapers 4
Magazines 5
hours/week
% of total mktg spend Thailand,
200818%
6%
54%
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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 TVSource: GroupM – 2008 Media Outlook
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Digital is
NOT ju
st
intern
et
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mis-allocation of resources
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changesso
what?
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Product
Price
Place
Promotion4 Ps of marketing
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permission
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permission
participation
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Source: OgilvyOne, Thailand
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http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
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Impressions Involvement
seen by estimated 500m people Ogilvy & Mather estimate
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Impressions Involvement
Slob
uploaded Dec, 2006seen by estimated
500m people
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read blogs? 70%of active internet
users
Write blogs?35%…at least weekly? 21%
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
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read on-line
reviews?
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• #2 driver of purchase decisions1
• 86% read before buying(90% trust) 2
• 70% who read reviews share them3
1"Web users and web community," Rubicon Consulting, Inc. October 20082 Kudzu.com survey of 600 users, December 20083 Deloitte & Touche, September 2007
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62% of brand-related posts are positive < 1% are negative
www.imediaconnection.com/content/13386.asp
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of course, might not be all good, all the time…
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do you know what people are
saying about your
brands?
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Solving customer
problems quickly
Solving customer problems
quickly
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games?
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MK GAME
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permission
profile
participation
(privacy)
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http://dsc.discovery.com/sharks/frenzied-waters
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permission
personalization
profile
participation
(privacy)
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permission
personalization
profile
participation
(privacy)
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changesso
what?future
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People often ask me if we’re nearing the end of the digital revolution—
Wall Street Journal, January 24, 2008
“
Bill Gates, chairman Microsoft Corporation Wall Street Journal, Jan 24, 2008
if technology progress is at a point of diminishing returns…
I believe the opposite is true…advances during the next 10 years will far exceed the changes of the last 30 years
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the end
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