In his presentation, "The DigiMarketing Imperative", Chief Operating Officer of Ogilvy & Mather Asia Pacific, Kent Wertime, advocates a shift from the POE (paid, owned, earned) paradigm to a new PUC (participation, utility and contribution) approach.
3. The Global User Base
Source: http://www.internetworldstats.com/
Asia
44% of global
U.S.
11.7%
Rest of world
88.3%
U.S.
66%
Rest of world
34%
China 22.9%
Japan 4.6%
India 4.7%
18. Marketers Still Lag Consumers
Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008,
Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report,
eMarketer Jun 2010 "Online Ad Spend Bounces Back"
and Forrester Dec 2010 "Understanding the Changing Needs of the US Online Consumer"
% Consumer Time Spent Online
% Advertising Dollars Spent Online
The Marketing Confidence Gap
26. Nike, Becks,
Smirnoff, Tiger beer
& Adidas help you to
find activities around
your location
North Face
provides you
with the latest
Snow reports
NIVEA tells you
what sun lotion
you should use
Once a week
Once a quarter
Branded UtilityProliferation
28. Loyalty / Purchase Influence / Word-of-Mouth
New Dimension of Customer Value
Customer Contribution
29. • Fan sites
• Viral videos
• Blog postings
• Voting
• Consumer critiques
• Co-creation
• Crowd sourcing
• Customer feedback surveys
• Loyalty clubs online
• Virtual fan events
• Online corporate events
• Online pre-ordering
• Friend-get-friend campaigns
• Bulk purchasing online
• Participation in online promotions
• Use of company’s virtual goods
• Product customization and sharing
• Secondly markets (E-Bay)
Customer Contribution
30. Inviting community members of to openly
submit their ideas for the new Muji product.
More than 50 of Muji product has been
developed from this community.
Community Driven Product Innovation
40. Data Value Transaction
Predictive models / Recos
Customer user preferences
Personal comparisons to average
Value prompts
Offer bundles
Participation incentives
Co-brand data sharing / offers
Personal habits tracking
43. Tim Berners-Lee, Developer of the Internet
BBC Interview, March 18, 2008
On personal data:
“It’s mine – you can’t have it.
If you want to use it for something,
then you have to negotiate with me.
I have to agree. I have to understand
what I’m getting in return.”