Digital Disappointments: how to dodge them

Copyright © by ian fenwick. All rights reserved
digiAindra
Copyright © ian fenwick. All rights reserved
digiAindra
Digital Disappointments:
how to dodge them
Ian Fenwick
Visiting Professor,
Sasin Graduate Institute of Chulalongkorn University
Professor Emeritus, Schulich School of Business
founding partner digiAindra co ltd

2
A few years back, Kent Wertime (now co-CEO Ogilvy & Mather Asia-Pacific) and I
wrote an overview of digital marketing.

digiAindra
http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG
http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1
…we felt like renaissance men

digiAindra
http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG
http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1
…now so much is happening so quickly, no-one can cover it all.
From Renaissance man to Eric Cartman in just a few years

http://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa landfill CC BY-SA 2.0
…many people tell me they’re disappointed by their digital. From what I see,
there are SIX main causes of disappointment.
Often the disappointment starts from trying to add a “dash of digital” to existing
marketing: trying to repurpose traditional marketing into digital.
It won’t work well, and only disappoints.

…then I see people who are busy building websites, blogs, social media
presences, video streams etc etc, but without really focusing on an integrated,
coherent, total presence.
In digital consumers don’t remember if it was a website or a blog, YouTube or
Facebook: they simply recall an overall presence (or not!)

digiAindra
https://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreg
https://www.flickr.com/photos/duncanh1/4897457597/in/photostream/ Insects and Flowers #1 by Duncan
…at the turn of the century, we focused on
stickiness: getting consumers to our website and
keeping them (trapping them) there.

digiAindra
https://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreg
https://www.flickr.com/photos/duncanh1/4897457597/in/photostream/ Insects and Flowers #1 by Duncan
…YouTube was one of the first to realize that we
should be providing something really useful, and
letting people take it away with them.
By doing so our brand got into more locations and
consumers did some of our marketing for us
(and were of course must more trusted and so more
effective than were we!)

digiAindra
Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa landfill CC BY-SA 2.0
…sadly many call this content marketing.
Let’s be clear: content is what goes into landfill.
Content is what’s in no-name hamburgers. Dog food!
If you call it content, then that’ll be what you create.
Think USEFUL, ENTERTAINING,
INFORMATION

digiAindra
Trojan Horse Sofia S http://www.flickr.com/photos/sweetman/
Contagious Magazine’s Q3 / 2015 issue.Toolkit for Transformation
…Think of the wooden horse of Troy: willingly
dragged into the city by the Trojans.
Your useful entertaining information is willing
taken into the mind of potential consumers…
t’s marketing that doesn’t look like marketing.

…in digital there is no audience: only participants
who can (and will) answer back. Use their
participation to involve them in your brand. To teach
them what it stands for. And to learn more about
them… and draw in other consumers.

digiAindra
Derivative of: Capskins Stop In the name of Love of course.
ttps://www.flickr.com/photos/caps45/1554759185/ CC BY-SA 2.0
…marketers have allowed themselves to fall into bad
habits. We need to stop them in digital

digiAindra
http://www.contagious.com/blogs/news-and-views/34817157-cannes-lions-film-and-film-craft-winners
…Take a look at the GEICO “unskippable
commercials” to see what I mean. This is marketing
that people choose to watch, share, and talk about

…digital lets us move far beyond traditional segmentation.
We can create segments based on actions, in real-time.
Segments that are smaller, tighter, and so better served

digiAindra
https://www.flickr.com/photos/vialbost/9140286259/ by Frédérique Voisin-Demery Orange
…from segments of an orange…

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Pomegranate from https://www.flickr.com/photos/74444001@N00/15799835919/ Samantha Durfee
…to seeds of a pomegranate. Think many small
segments

…people don’t remember or
share marketing. They share
stories, they share experiences,
they share theatre

digiAindra
…when Seth Godin’s book came
out, many of us thought it was
probably true, but a little harsh!

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…the 2nd edition title
was much better! Stories that get shared are:

digiAindra
http://www.youtube.com/watch?v=M7FIvfx5J10
…take a look at the Volvo
Trucks with van Damme:
Epic Splits.
Now we can’t all afford
such a big story and big
star… so think of what
your story might be.
You probably don’t need
to appeal to 100m
people… so think of your
brand’s story

…remember in
digital experiments
are not expensive.
Always be trying
new things.
Always be tweaking
and improving.
There will always be
disappointments:
learn from them and
improve

digiAindra
https://www.linkedin.com/pulse/nokia-ceo-ended-his-speech-saying-we-didnt-do-anything-rahul-gupta
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Talking of disappointments…

Digital Disappointments: how to dodge them

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