1. Canada e-Connect 2009 DigiMarketing: The New Imperative Dr. Ian Fenwick Advisor Sasin Graduate Institute of Business Administration of Chulalongkorn University www.DigiMarketingNow.com www.Twitter.com/Digi_Ian
2. … the future is already here. It's just not very evenly distributed. William Gibson “
5. 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
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7. DigiMarketing: The Essential Guide to New Marketing & Digital Media , Kent Wertime and Ian Fenwick, Wiley 2008 www.DigiMarketingNow.com Digital Marketing, digimarketing , is the future evolution of marketing. It happens when the majority, or totality, of a company’s marketing uses digital channels. “
14. Internet penetration 2007 1.4 billion + http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG www.internetworldstats.com/ Africa has c. 30% mobile penetration South Africa c. 90% mobile penetration
44. Content Creation Specialists Publishers, editors, vehicles Distribution channel (bookstores, newstands, TV/radio stations) Mass Media Consumers Traditional Media Model $$$ eyeballs expensive channel, production & filtering modest returns to creators
45. modest returns to specialist creators near free channel, free peer filtering modest returns to specialist creators New Media Model Generate Content Internet Publication Internet Distribution Consumers Consumers Generate Content
46. to find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Rupert Murdoch, quoted in Wired , July 2006 “
49. paid circulation 2007 <4 million almost 1.7 m US-based unique visitors 33-48 m page-views (May 2007) http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php ComScore, Nielsen NetRatings
50. People trust people http://www.nielsenbuzzmetrics.com/cgm at least twice as much as ads
51. … corporate blogs not trusted http://www.readwriteweb.com/archives/corporate_blogs_trust.php
52. … corporate blogs not trusted http://www.readwriteweb.com/archives/corporate_blogs_trust.php corporate blogs: the least trusted on-line information source
54. … can’t imagine why http://www.readwriteweb.com/archives/corporate_blogs_trust.php "As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer buyer has put together this! The Blitz ad says $350 but Santa called and challenged him to do better. So now Sam’s is at new price of $345 and an additional $20 case value is included. This is an 8.9" WSVGA Acer CrystalBrite TFT LCD (1024 x 600) with an Intel Atom Processor, 1GB Memory, 120GB Hard Drive and a Crystal Eye Webcam. WOW. That information tells me that Sam’s really put together a great item for our Members! This unit is great for surfing the net, e-mail and is a nice netbook."
62. A new model for media 3 Targets become participants 4
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65. Participatory 1:many iPod’s Dirty Secret the Niestat Brothers Posted Nov 20, 2003 1M+ downloads in 6 wks Apple expands iPod warranties Offers new battery replacement mail - in service
66. www.facebook.com www.myspace.com www.mixi.jp www.cyworld.co.kr social networks
69. Facebook 132 m unique visitors in June 2008 world’s fastest growing social networking site http://www.techcrunch.com/2008/08/12/facebook-is-not-only-the-worlds-largest-social-network-it-is-also-the-fastest-growing/
73. Impressions: Reach & Frequency Slob Ogilvy: Toronto http://www.youtube.com/user/tuffsheet Seen by estimated 500 million people Estimates from Ogilvy & Mather. Represents viewership through all channels, inclusive of free Television exposure. Evolution Involvement & Sustained Engagement
81. over 66 billion, 2007 in December alone http://www.comscore.com/press/release.asp?press=2018, Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. 41 billion at Google sites world population? about 6.6 billion 8.5 billion at Yahoo! sites 3.4 billion at Baidu.com on-line searches? 1.9 billion at Microsoft sites
82. do you have a search strategy for your business?
83. http://battellemedia.com/archives/000063.php John Battelle a massive database of desires, needs, wants, and likes that can be discovered, supoenaed, archived, tracked, and exploited to all sorts of ends the database of intentions… “
86. ?? mobile phone subscribers 1.4b internet users 1.3b landline phones 1.5b email boxes 1.5b TVs Communities Dominate Brand s Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore World? c. 6.6 billion people device 1.4b credit cards 3.3b From: Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008
87. mobile phone display projects via contact lens HMD 35 gms 28" screen 6′ away
93. iPod’s Dirty Secret the Niestat Brothers 2003 Dude, you can’t take something off the internet… that’s like trying to take a pee out of a swimming pool Joe Rogan, Newsradio
95. Content is liberated 1 A new model for media 3 Targets become participants 4 Customers take control 5 Search: the point of entry 6 Mobile moves fastest 7 2 Digital devices are unique Digital stuff stays! 8
96. 4 P’s of marketing Product Price Place Promotion
99. People often ask me if we’re nearing the end of the digital revolution—if technology progress is at a point of diminishing returns and the personal computer has reached the apex of its development. I believe the opposite is true…hardware and software will be the catalyst for advances during the next 10 years that will far exceed the changes of the last 30 years. Wall Street Journal , January 24, 2008 “ Bill Gates, chairman Microsoft Corporation
Thank you for inviting me to talk today…I have to say that I am some what intimidate by the audience of e-Tourism experts. I feel like one of the later husbands of Elizabeth Taylor (do people still remember Elizabeth Taylor? She had 6 husbands…consecutively, of course, one of the later ones supposedly remarked…I know what to do, but given your experience I’m not sure how to make it exciting.