DigiMarketing (Digital Marketing) Today, Prepared for Tourism Technology Association meeting, Phuket February 9, 2011.

1. Digital Marketing Today Ian Fenwick Tourism Technology Association9th February 2011

2. William Gibson The future is already here.It's just not very evenly distributed “

3. http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/ Digital marketing’s like high school sex. “ “ we fish where the fishes are Everybody’s talkingabout it. Few people are doing it, and those that are doing it,aren’t doing it very well Keith Weed Chief Marketing Officer, Unilever June 25, 2010

4. digital days digimarketing mindset do it now

5. Internet penetration 2010 1.97 billion + (29%) http://internetworldstats.com/ Stats taken from site December 2010 http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG dstats.com/

6. 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/ Many don’t realize that the web will soon be predominantly Asia

7. http://www.netboosterasia.com/news.phphttp://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 of Thailand’s population 17.4m, 26% 66%of Bangkok’s population 30m mobile internet users by 2014

8. Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook community http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market

9. http://www.socialbakers.com/facebook-statistics/ January 2011 US is the largest country on Facebook…and the second largest?

10. http://www.socialbakers.com/facebook-statistics/ Thailand is 21st largest FB country, adding about 600,000 people EVERY MONTH January 2011

11. http://www.socialbakers.com/facebook-statistics/ January 2011 Indonesia…Seems likely that penetration rates will converge & FB will look more like the world

12. Do you check/update Facebook or Twitter after you go to bed? And this is bring behavior change… http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F

13. Do you check/update Facebook or Twitter first thing in the morning? http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F

14. European Travel Market (€ billions) on-line travel sales total travel 254 100 26% 200 65 50 100 7% 0% 0 0 1998 2009* 2003 Behavior change nowhere more apparent than in the travel market Source: Carl H. Marcussen, Centre for Regional and Tourism Research, www.crt.dk/trends, 23 March 2009

15. Travelers’ road to decision: 2009 read on-line reviews 41% 52% use OTA use on-line search 64% Source:: “The Traveler’s Road to Decision” by Google and OTX, 2009

16. Story is told of the frog: in a pan of water, slowly warmed, frog will sit happily until the water boils and the frog dies…the story’s not true. Frogs don’t wait around to die: they jump. Will you jump to digital? Or will you get slowly boiled?

17. Agenda daze digital Many marketers find that “digital days” are really digital DAZE

18. digimarketing: lots of moving parts brand building edm lists SEM edm email, ezines games, virtual worlds web sites e-commerce digital presence SEO augmented reality nurture your digital presence face- book QR codes twitter mobilesLBM video

19. digital days digimarketing mindset Agenda

20. Copyright Ian Fenwick What is digital marketing? http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg

21. “ Digital Marketing (digimarketing)is the evolution of marketing …happening when the majority of a company’s marketing uses digital channels

22. Price Product Place Promotion Traditional 4 P’s

23. Digimarketing 4 P’s Permission Start from PERMISSION, don’t Spam

25. easy opt-out

26. customer-chosen content & frequency

27. relevancePermission

28. Digimarketing 4 P’s Permission Participation

29. Many marketers have a picture of their consumers that’s like this…maybe TV is bigger (and thinner). What do marketers call their markets? 26

30. Targets! Target markets. And what do targets do? Nothing…they wait to have stuff fired at them…and if we miss, fire more messages. That was old-style marketing 27

31. Today’s Consumers Today’s consumers aren’t lean back coach potatoes, passive targets…they are lean forward, involved PARTICIPANTS

32. Source: OgilvyOne, Thailand This email piece, consumers had to work with to reveal the message

33. Source: Asiasoft (Thailand) This game was branded with the client’s branding. Spending money at the restaurant got you codes for virtual goods in the game.

34. And viral marketing rests crucially on consumer participating… http://www.slideshare.net/rashmi/meet-dave-meet-slideshare

35. Social media are the ultimate in participation…& that builds TRUST “ …internet users trust recommendations from people they know & opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media Nielsen Online, April 2009 Cited in http://www.bazaarvoice.com/resources/stats

36. “ …internet users trust recommendations from people they know & opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media Nielsen Online, April 2009 Cited in http://www.bazaarvoice.com/resources/stats User created reviews…more participation globally more than 2/3rd consumers read online reviews when making purchase decisions

37. consider aware like engaged ready to act ACTION We used to draw the sales funnel like this, ending with ACTION (purchase)

38. consider aware like advocate Then we realized that after purchase we could get loyalty & even BRAND ADVOCATES engaged ready to act ACTION loyal

39. Now we start to see the funnel on its side as a MEGAPHONE to let the participation of advocates build our brand consider ready to act engaged like advocate ACTION aware Social Megaphone

40. Third P: Profile. Using the participation to learn more about our customers…one at a time Permission Profile Participation

41. “ Personalization Permission Profile Participation behaviorally targeted ads twice as effective We used to draw the sales funnel like this, ending with ACTION (purchase)

42. Personalization Permission Profile Participation Then we use that profile information to PERSONALIZE the offer

43. Not logged in Amazon can’t personalize

44. Now logged in I get my personal page

45. Personalization Trip Advisor uses Facebook’s Instant Personalization http://www.rottentomatoes.com/

46. Personalization See friends reviews, activity http://www.rottentomatoes.com/

47. Personalization Places visited: the start of social search? http://www.rottentomatoes.com/

48. Personalization Permission Profile Participation Profile (privacy) There’s another P lurking: PRIVACY. We are already seeing the tension between Profile & the resulting personalization…and Privacy

49. Marketers need to take care how they implement personalization. If consumers get freaked out about privacy, they’ll cut us out of profile-building “ Personalization Permission Profile Participation behaviorally targeted ads twice as effective

50. Personalization or stalking? A blogger visits Kuoni site and researches holidays in Thailand. Then gets served these banners on another site. Zero benefit to him…just that uneasy feeling that Big Brother is watching 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

51. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld But if we offer benefit, like this free Guinness app for the Hong Kong Rugby Sevens, consumers will invite us in, even to the privacy for their mobile phone

52. digital days digimarketing mindset do it now

53. site speed If you do nothing else, make sure your site is FAST. You have 4 or 5 seconds for me to see what I want, or at least the route to what I want. Speed before graphics, flash, video. 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/

54. site speed browsers Make sure your site works well in ALL major browsers: deliver different versions to different browsers if necessary… 2% 5% 8% 23% 60% 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/

55. site speed browsers 2013 Don’t forget tablets and other mobiles. By 2013 (2 years time) there will be more mobiles that can browser the web than computers. By 2015 mobile will the browser of choice 2% 5% 2015 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/

56. speed browsers user friendly Of course you want your site user friendly…so who do you check that with? Marketing? PR? IT?...

57. speed browsers user friendly YES users…how you checked your site with at least 5 or 6 users?

59. save space

60. simplify menus

61. separate/highlight buttons

63. speed browsers user friendly content plan

64. speed browsers user friendly content plan Digital eats up content like an elephant eats food…and digital (especially social) needs constant feeding. When you start everyone has content; everyone helps. Make sure you decide who will feed content in the long-term.

65. speed browsers user friendly content plan search strategy

66. you are here over 184 m domains

67. search the database of intentions… John Battelle http://battellemedia.com/archives/000063.php The marketers dream: let’s you see consumers’ intentions

68. speed browsers user friendly content plan search strategy Search engine optimization: getting towards the top of the organic results (SEO) Search engine marketing: buying the search ads (SEM) seo sem

69. Paid Search Google Places Organic Search

70. phrases pages People search for phrases not words (and the phrases are getting longer). Every page on your site is a chance to be found for a phrase. Focus each page on a phrase. And make it a phrases USERS search for

71. phrases pages long-tail If you go long-tail, it’ll be cheaper and likely better conversion rates

72. number of searches Long-tail phrases likely have less competition…AND tell you more about what the customer really wants, so more likely to convert. Of course each phrase is used less often, so need to buy lots of them more specific   more generic http://www.leftclick.com/blog/chasing-the-long-tail

73. number of searches 11,900,000 11 ads page 1 11 ads page 2 11 ads page 3 264,000 2 ads on p1 45,900 1 ad p1 wheelchair accessible hotel Phuket more specific   hotel Phuket more generic long stay hotel Phuket http://www.leftclick.com/blog/chasing-the-long-tail

74. speed browsers user friendly content plan search strategy social media

75. people sharing content with people creating content for people people helping each other; and bypassing traditional marketing…like yours What are Social Media?

76. “ In June 2020, on average, the global consumer spends about 1 in every 4.5 minutes online on blogs or social networking sites The Nielsen Company http://www.emarketer.com/Article.aspx?R=1007797

77. traditional marketing was a monologuemarketers talked, people listened (maybe) people are tiredof monologues, they want dialogues social network marketing is a series of conversations

78. go where your customersalreadygo engage early adopter employees Don’t try to build your own social network. Unless you have a VERY specialized community, it’s too late. Go where your consumers already go

79. Provide some guidelines to engagement http://www.intel.com/sites/sitewide/en_us/social-media.htm

80. go where customersgo engage early adopter employees be transparent:insincerity hard to hide …but judicious: you’re speaking to half a billion people, your words last forever read, listen,monitor

81. http://mashable.com/2010/06/21/virgin-america-klout-influencers/ Are you monitoring What’s being said? What’s the sentiment? Who’s talking? Who are the opinion leaders?

82. Are you monitoring What’s being said? What’s the sentiment? Who’s talking? Who being listened to? who are opinion leaders? About you? About your competitors? About your partners (channel etc.)? About the market? incredible market research opportunity

83. go where customersgo.NASBN engage early adopter employees be transparent:insincerity hard to hide …but judicious: you’re speaking to half a billion people, your words last forever read, listen,monitor write whatyou know; take responsibility.You represent your brand

85. and reply, acknowledge, them

87. digital days digimarketing mindset do it now

88. Source: OgilvyOne, Hong Kong, 2008, The ultimate accolade for digital marketing. When a focus group participant was asked what she thought of Motorola’s digital ads at Hong Kong airport she said: “ it’s not advertising, it’s just a really cool way to say goodbye That’s what digital marketing is aiming for: marketing that isn’t marketing

89. The End

90. THANK YOU www.About.Me/ianfenwick