Introduction to digital marketing (digimarketing) presentation made by Ian Fenwick to the Rotary Club of Bangkok South.

1. digital marketing ian fenwick for the Rotary Club of Bangkok South, 04.09.09

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

3. changes so what? future

4. changes

6. 1957 http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA

7. 1957 1969 ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/

8. 1957 1969 . http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source

9. July 20, 1969

10. July 20, 1969

11. 1957 1969 1979 . http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source

12. 1957 1969 1979 1994

13. 1957 1969 1979 1994 1998 http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2 years earlier

14. 1957 1969 1979 1994 1998

15. 2007 IBM Institute for Business Value US, UK, Germany, Japan & Australia using 4+ hours/day 66% TV? Internet? 60% 2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss

16. 2007 IBM Institute for Business Value US, UK, Germany, Japan & Australia using 4+ hours/day 66% TV? Internet? 60% Using 6+ hours/day 9% TV? Internet? 19% 2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss

17. 2009 1.6 b + internet users 41% in Asia, 22% of Asians

18. 2009 bigger than? 2m http://wsjmediakit.com/newspaper/circulation

19. 2009 bigger than? 2m 11m http://wsjmediakit.com/newspaper/circulation

20. 2009 bigger than? 11m http://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api

21. 2009 bigger than? 11m 23m (US), 45m ww http://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api

22. 2009 bigger than porn? social network sites http://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html

23. 2009 If Facebook were a country, it would be the 4th largest in the world

24. 2009 but Facebook isn’t a country, it doesn’t have an anthem, a language, or a real culture

25. 2009 Facebook is more a community of information than of friends; of recommendations & links

26. “Friends, not editors, shape internet habits” Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11

27. “Friends, not editors, shape internet habits” BBC 45% 54% 66% New York Times 19% 30% 32% Yahoo News 13% 13% 17% Guardian 12% 18% 23% Telegraph Media Group 11% 16% 21% MSN News 9% 13% 14% Times Online 7% 11% 15% AOL News 7% 7% 7% Friends, not editors, shape internet habits, By David Gelles , Financial Times, September 1 2009 18:11 | Last updated: September 1 2009 18:11

28. Thailand: 13.5m 21% Bangkok: biz decision-makers 80% top management 93% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 www.internetworldstats.com/stats3.htm#asia

29. Media use, hours/week, upmarket adults, Bangkok, hours/week 14 Internet (excl. email) 1.1% TV 19 Magazines Newspapers 54% 5 % of total mktgspend Thailand, 2008 18% 5 6% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

30. Media use, hours/week, upmarket adults, Bangkok, 25-34 years old, hours/week 17 Internet (excl. email) 1.1% 17 TV Newspapers Magazines 54% 4 % of total mktgspend Thailand, 2008 18% 5 6% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

31. 1.1% of marketing funds get spent on internet over 5 x more spent on cinema over 6 x more spent on outdoor almost 7 x more spent on radio over 16 x more spent on newspapers almost 50 x more spent on TV Source: GroupM – 2008 Media Outlook

33. Digital is NOT just internet

34. mis-allocation of resources

35. changes so what?

36. 4 Ps of marketing Promotion Place Price Product

37. permission

38. permission participation

42. Source: OgilvyOne, Thailand

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

44. Impressions Involvement seen by estimated 500m people Ogilvy & Mather estimate

45. Impressions Involvement uploaded Dec, 2006 seen by estimated 500m people Slob

46. read blogs? 70% of active internet users Write blogs? 35% …at least weekly? 21% Power to the People Social Media Tracker, Wave 2, Universal McCann, 2008, surveyed 17,000 internet users (using everyday or every-other-day, 16-54 year-olds) in 29 countries

48. read on-line reviews?

50. 86% read before buying(90% trust) 2

51. 70% who read reviews share them31"Web users and web community," Rubicon Consulting, Inc. October 2008 2 Kudzu.com survey of 600 users, December 2008 3 Deloitte & Touche, September 2007

52. 62% of brand-related posts are positive < 1% are negative www.imediaconnection.com/content/13386.asp

53. of course, might not be all good, all the time…

55. do you know what people are saying about your brands?

56. Solving customer problems quickly Solving customer problems quickly

57. games?

58. MK GAME

59. profile permission (privacy) participation

60. http://dsc.discovery.com/sharks/frenzied-waters

61. personalization profile permission (privacy) participation

63. personalization profile permission (privacy) participation

64. changes so what? future

65. “ People often ask me if we’re nearing the end of the digital revolution— if technology progress is at a point of diminishing returns… I believe the opposite is true…advances during the next 10 years will far exceed the changes of the last 30 years Bill Gates, chairman Microsoft Corporation Wall Street Journal, Jan 24, 2008 Wall Street Journal, January 24, 2008

66. the end