Digital marketing opportunities & pitfalls, thailand regional forum

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Copyright © ian fenwick. All rights reserved

Digital Marketing: Opportunities & Pitfalls

Thailand Regional Forum3rd March 2011

Ian Fenwick

Copies are on-line at www.SlideShare.net/ian.fenwick

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An evolution for better or worse

William Gibson

The future is

already here. It's just

not very evenly

distributed

As the famous Canadian science fiction writer, who coined the name ‘cyberspace’ said…


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http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/

“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

marketers that are lagging behind


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Part 1

Part 2

Part 3

digital days

digimarketing mindset

do it now


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Copyright Ian Fenwick

Internet penetration 2010

1.97 billion + (29%)

Asia 42% (825m)(21.5% penetration)

China 420 million(31.6%)

http://internetworldstats.com/ Stats taken from site December 2010

http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

dstats.com/

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 dominate the internet

http://internetworldstats.com/


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http://www.netboosterasia.com/news.php http://internetworldstats.com/

http://www.nationmultimedia.com/2010/02/09/pda/technology_30122120.html

http://asiancorrespondent.com/jon-russell/2010/01/20/12-million-mobile-internet-users-in-thailand-says-ais

Internet in Thailand

17.4m, 26% of Thailand’s

population

66% of Bangkok’s population

Thailand averages about 26% penetration, but in Bangkok

and amongst business leaders much, much higher

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

30m mobile internet users by 2014

http://www.netboosterasia.com/news.php


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http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market

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


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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html

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






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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

Asia146M FB users 43% in last 6 mths

24% in last 3 mths










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March 2011

Asia146M 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










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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html CIA World Fact Book

March 2011

# 2

# 3

# 4

# 5

#12

#14

#17

#20

#21

#22

#11

The inset numbers are the

countries’ ranks by

population size.

Bangladesh #7 by

population is FB#60;

Nigeria pop #8 is FB39;

Russia pop #9 is FB25 (it

has its own popular

vKontaket social network

with throws in Torrent

sharing










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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html CIA World Fact Book

March 2011

# 2

# 3

# 4

# 5

#12

#14

#17

#20

#21

#22

#11

Japan is pop#10 FB44, it’s

own Mixi has a 80% share

of sns in Japan at 22m

members

Vietnam is pop #13 and

has it’s own ZingMe plus

FB is sometimes blocked










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Do you check/update Facebook or Twitter after you go to bed?

http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F

Digital media actually

change our behaviors

radically


digiAindraHere 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.

http://www.bitrebels.com/social/the-secret-habit-of-many-twitter-addicts-do-you-do-it/

Diana Adams

www.BitRebels.com


digiAindraDo you sleep with your mobile?Pew Research Center

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”

male

67%

female

64%

18-29

90%

30-49

70%

50-64

50%

65 +

34%

http://pewresearch.org/databank/dailynumber/?NumberID=1090

http://pewresearch.org/databank/dailynumber/?NumberID=1090


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digital

will

predominate


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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?


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Part 1

Part 2

Part 3

digital

Agenda

daze

days

For many marketers it’s not digital DAYS it’s a digital DAZE…they just aren’t sure what to do

Digital is new, and it can look very complicatedThere’s a lot to do, and to keep doing, all of which

needs to be brand-building


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digital

presence

face-book SEO

SEM

twitter

email, ezines

edm

listsvideo mobiles

LBM

nurture

your

digital

presence

games, virtual worlds

augmented

reality

brand

building

digimarketing: lots of moving parts

QR

codes

websites

e-commerce


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Part 1

Part 3

Part 2

digital days


Agenda


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Promotion

Price Product

Place

Traditional 4 P’s


digiAindraDigimarketing 4 P’sDigital 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!


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• 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


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Copyright © digiAindra co ltd. All rights reserved 25

Most marketers seem to imagine their markets like this: passive, sit-back

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!


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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.

Think engagement not exposure


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Source: OgilvyOne, Thailand

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.


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Source: Asiasoft (Thailand)

Or as complex as a game. This game is “skinned” with the branding of a

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


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http://www.slideshare.net/rashmi/meet-dave-meet-slideshare

Viral marketing relies completely on participation: the consumers pass

your message for you.


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…internet users trust recommendations

from people they know

& opinions posted by unknown

consumers onlinemore than advertisements on television,

on the radio, in magazines and

newspapers, or in

other traditional mediaNielsen Online, April 2009

Cited in http://www.bazaarvoice.com/resources/stats

Consumers have a huge advantage over marketers: other consumers

trust them! anything we can do to harness the recommendations by

consumers to consumers will be tremendously effective

“


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awareconsider

like

engagedready to

act

ACTION

We’ve recognized the sales funnel for a long time


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awareconsider

like

engagedready to

act

ACTION

loyal

advocate

We’ve eventually come to recognize the value of post-Action, loyalty and

brand advocacy


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advocate

aware

consider

like

engaged

ready to

act

ACTION

Social media TRUMPET

And now start to see the value of

social media as a trumpet to amplify

the recommendations of our brand

advocates


digiAindraDuring that Participation, it’s not just the customer learning about our

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


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All in pursuit of the ultimate marketing goal: personalization


digiAindraWe’ve eventually come to recognize the value of post-Action, loyalty and

brand advocacy


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Personalization

If I’m not logged in Amazon can’t personalize, they serve me a rather

bland uninteresting array of products


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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 serve an array of products JUST FOR ME


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Personalization

http://www.rottentomatoes.com/

Trip Advisor uses

Facebook’s Instant

Personalization to

leverage all the FB

relationship data to

show me my Friends’

activities , reviews etc.


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Personalization

http://www.rottentomatoes.com/

The start of “Social Search” where pages are weighted not by a generic

Google Page Rank, but by how my friends use the web


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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


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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


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4PsProfile (Privacy

)

http://www.aclu.org/ordering-pizza

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


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I said that behaviorally targeted (personalized) ads were twice as

effective, but only when the customer experiences additional benefit


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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

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

http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html
























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Part 1

Part 2

Part 3

digital days


do it now


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site speed

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/

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


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site speed

browsers

23%

60%

5%8%

2%



Then make sure your site works in all browsers. There’s no excuse for

ignoring the 40% of users that are NOT using IE. Your technical people

can even serve different versions of the site for different browsers


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site speed

browsers

2015

2013



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


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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


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speed

browsers

user friendly

• special mobile version• save space• simplify menus• separate/highlight buttons• minimize text entry

And to be User Friendly on mobiles, you probably need to serve a special

mobile version of your site


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speed

browsers

user friendly

content planRemember the elephant…it needs feeding every day or so…who will do

it?


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speed

browsers

user friendly

content planYes 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 a week…


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speed

browsers

user friendly

content plan

search strategy


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you

are

here


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speed

browsers

user friendly

content planseo

search strategysem

SEO search engine optimization, hopefully gets you up the organic

search listings; SEM Search Engine Marketing is all about your paid

search ads

You almost certainly need both


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Google

Places

Organic

Search

Paid

Search


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speed

browsers

user friendly

content plan

search strategy

social media


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people sharing content with people

creating content for people

people helping each other;

and bypassing traditional

marketing…like yours

What are Social Media?


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traditional marketing was a

monologue marketers talked,

people listened (maybe)

social network marketing is a

series of conversations

people are tired of monologues, they want

dialogues


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Part 1

Part 2

Part 3

digital days


do it now


digiAindra

digiAindra


THANK YOU

www.About.Me/ianfenwick

Copies are on-line at www.SlideShare.net/ian.fenwick

Digital marketing opportunities & pitfalls, thailand regional forum

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