digital marketing opportunities & pitfalls, thailand regional forum
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Presentation to Thailand Regional Forum, March 3, 2011. Digital marketing opportunities and pitfallsTRANSCRIPT
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Digital Marketing: Opportunities & Pitfalls
Thailand Regional Forum3rd March 2011
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
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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
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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
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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
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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http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html
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
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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
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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%
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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
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
digimarketing mindset
Agenda
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Promotion
Price Product
Place
Traditional 4 P’s
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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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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
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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
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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
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Part 1
Part 2
Part 3
digital days
digimarketing mindset
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%
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/
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
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/
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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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
digimarketing mindset
do it now
Copyright © ian fenwick. All rights reserved
digiAindra
digiAindra
Copyright © ian fenwick. All rights reserved
THANK YOU
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