digi marketing the recession breaker
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www.DigiMarketingNow.comwww.Twitter.com/Digi_Ian
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wejicrisis
danger opportunity
http://www.pinyin.info/chinese/crisis.htmlhttp://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011801881.htmlhttp://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1
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http://snpp.com/episodes/2F08.html
““Look on the bright side, Dad. Look on the bright side, Dad. Did you know that the Chinese Did you know that the Chinese use the same word for "crisis" use the same word for "crisis" as they do for "opportunity"? as they do for "opportunity"?
Yes! Cris-atunityYes! Cris-atunity
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why is digimarketing a why is digimarketing a cris-atunity?cris-atunity?
what difference does what difference does digital make?digital make?
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what what is is digital marketing?digital marketing?
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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
NOT digital marketing
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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
definitely NOT
digital marketing
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DigiMarketing: The Essential Guide to New Marketing & Digital Media,
Kent Wertime & Ian Fenwick, Wiley 2008
Digital Marketing, digimarketing, is the future evolution of marketing.It happens when the majority, or totality, of a company’s marketing uses digital channels.
““Thai Edition Nation Books 2009
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……the future is the future is already here. already here. It's just not It's just not very evenly very evenly distributed.distributed. WilliamWilliam
GibsonGibson
““
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are you doing are you doing digital marketing digital marketing
right now?right now?
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not new
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19571957 ARPA
first publically accessible on-line network19791979
19941994
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2007 survey 2,400+ households in US, UK, Germany, Japan & Australia
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71%71%2+ hrs/day2+ hrs/day
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Internet penetration 2007Internet penetration 20071.4 billion +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
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Asia 40%Asia 40%China 253 millionChina 253 million
19%19%
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mobile social networkingShanghai-style
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Locationally aware, in-taxi touch
screens
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Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,
Top 10 Developed
MarketsUSA, Japan, Germany,
UK, France, Italy, Spain, Canada, S Korea,
Australia
Top 10 Emerging Markets
Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran, Poland,
Saudi Arabia
Forecast internet users, end 2008Forecast internet users, end 2008
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digital’s not just the digital’s not just the internet:internet:
traditional media go traditional media go digitaldigital
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??
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why is why is digimarketing a digimarketing a
cris-atunity?cris-atunity?
77
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underspentunderspent
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Source:Neo@Ogilvy
Marketers Lag Behind Their Markets
DigiMarketing underspent…DigiMarketing underspent…worldwideworldwide
% Consumer Time Spent Online
% Advertising Dollars Spent Online
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growth rate?growth rate?2006-2010 cagr2006-2010 cagr
2006 new media 2006 new media worldwide revenues? worldwide revenues?
US $55bUS $55b
US $455bUS $455b
23%23%
6%6%
2006 traditional media 2006 traditional media revenues? revenues?
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growth rate?growth rate?2006-2010 cagr2006-2010 cagr
2006 new media 2006 new media worldwide revenues? worldwide revenues?
US $55bUS $55b
US $455bUS $455b
23%23%
6%6%
2006 traditional media 2006 traditional media revenues? revenues? 14 years14 years
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underspentunderspent
bonus: bonus: • your competition may not be there yetyour competition may not be there yet• low entry costs & thresholdslow entry costs & thresholds
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it it is is the futurethe future
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it is not the strongest of the
species that survives…
nor the most intelligent…
attributed, to Charles Darwin…but
reportedly not found in his written works
““
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easier to learn if you start easier to learn if you start early…early…
and you never forgetand you never forget
Source: www.stockphotos.com
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The only experiments The only experiments doomed to failure, doomed to failure,
are those you don’t are those you don’t conduct.conduct.
““
Ian FenwickIan Fenwick
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underspentunderspentit it is is the futurethe future
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repair, re-use, repair, re-use, re-cyclere-cycle
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1=7
5 secs
=4
ever
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5 secs
=4
ever
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fast, not flashy
user friendly
tone
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http://www.readwriteweb.com/archives/corporate_blogs_trust.php
the the least trusted on-least trusted on-line information line information
source?source?
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……can’t imagine whycan’t imagine why
http://www.readwriteweb.com/archives/corporate_blogs_trust.php
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……can’t imagine whycan’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."
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authentic
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fast, not flashy
user friendly
language
all browsers
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8%
http://marketshare.hitslink.com/
68%68%
.7% .6%
1%
Scale only approximate
21%21%
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how does your how does your website look website look
on mobile on mobile devices?devices?
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fast, not flashy
user friendly
language
all browserscms
vdo
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www.tubemogul.com
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fast, not flashy
user friendly
language
all browserscms
vdonews/updates
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underspentunderspentit it is is the futurethe future
repair, reuse, recyclerepair, reuse, recycle
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check your check your search strategysearch strategy
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80% said 80% said theythey found found the vendorthe vendor
Marketing Sherpa Business Technology Survey 2007. Technology purchases over $25K
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*Enquiro Business to Business Survey 2007
of those find their ultimate vendor on-of those find their ultimate vendor on-line line 80%
use search use search 70% Of those who say they don’t Of those who say they don’t
searchsearch 27% do!do!
of business buyers go on-line during of business buyers go on-line during the buying processthe buying process85%
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the database of intentions…the database of intentions…“
http://battellemedia.com/archives/000063.php
John BattelleJohn Battelle
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do you have a do you have a search strategy search strategy
for your for your business?business?
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about 61 billion, 2007about 61 billion, 2007in August alonein August alone
http://a-stat-a-day.com/?m=200710 comScore stats, based on top 50 internet properties where search activity is observed comScore stats, based on top 50 internet properties where search activity is observed
31 billion at Google 31 billion at Google (+5 b YouTube)(+5 b YouTube)
world population? about 6.6 billionworld population? about 6.6 billion
8.5 billion at Yahoo! sites8.5 billion at Yahoo! sites3.2 billion at Baidu.com3.2 billion at Baidu.com
on-line searches?on-line searches?
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Organic ListingsSearch Engine Optimization (SEO)
Paid ListingsSearch Engine
Marketing (SEM)
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underspentunderspentit it is is the futurethe future
repair, reuse, recyclerepair, reuse, recyclecheck your search strategycheck your search strategy
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CPACPAROIROI
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From the George Grantham Bain collection at the Library of Congress. According to the library, there are no known restrictions on the publication of these photos. http://en.wikipedia.org/wiki/File:Johnny-Wanamaker2.jpg
John [Nelson] Wanamaker (1838 –1922) a merchant, religious leader, civic and
political figure: the father of modern advertising.
Half the money I Half the money I spend on advertising spend on advertising is wasted; is wasted; the trouble is I don't the trouble is I don't know which halfknow which half
““
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underspentunderspentit it is is the futurethe future
repair, reuse, recyclerepair, reuse, recyclecheck your search strategycheck your search strategy
CPA, ROICPA, ROI
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interinteractionsactions
transtransactionsactions
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Sales FunnelSales FunnelAction
Downturn
Web2.0
=Judicious
Consumers
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Sales FunnelSales FunnelAction
Downturn
Web2.0
=Judicious
Consumers
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Sales FunnelSales Funnel
Peer Reviews
Action
Social Networks
Downturn
Web2.0
=Judicious
Consumers
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anyone read anyone read on-line on-line
reviews?reviews?
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• #2 driver of purchase decisions (#1: personal advice from a friend)
• user reviews more influential than 3rd party reviews1
• 86% read online reviews before buying(90% trust those reviews) 2
• 70% who read reviews share them with friends, family, or colleagues3
1"Web users and web community," Rubicon Consulting, Inc. October 20082 Kudzu.com survey of 600 users, December 20083Deloitte & Touche, September 2007
All quotes from www.bazaarvoice.com/industryStats.html
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anyone happen to anyone happen to belong to a social belong to a social
networkingnetworking site?site?
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87%87%
www.comscore.com/press/release.asp?press=2592
of 15+ population, Fall 2008of 15+ population, Fall 2008
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Sales FunnelSales Funnel
Peer Reviews
Action
Social Networks
Downturn
Web2.0
=Judicious
Consumers
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62% of brand-related talk features products in a positive light
< 1% feature products negatively
www.imediaconnection.com/content/13386.asp
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“Across all of Bazaarvoice clients, four and five-star reviews outnumber one and two-star ratings seven to one”
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of course, it isn’t all good, all the time…
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do you know do you know what people are what people are
saying about saying about you?you?
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www.serph.comwww.monitter.com http://spy.appspot.com www.blogpulse.com
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http://www.ideastorm.com/
bonus: new product development
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Solving customer
problems quickly
bonus: new product development
customer service
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“Jeff” put in the equivalent of 4 months work last year on the Dell community support forum“I actually enjoy helping people”
Dell Community Forum averages 9,000 posts per week, posts that otherwise would have gone to Dell Support LinesGroundswell, Charlene Li and Josh Bernoff, : Harvard University Press, 2008
bonus: new product developmentcustomer service
user support
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underspentunderspentit it is is the futurethe future
repair, reuse, recyclerepair, reuse, recyclecheck your search strategycheck your search strategy
CPA, ROICPA, ROIinteractionsinteractions transactionstransactions
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77
creative creative use of use of digital is digital is
dynamitedynamite
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Tourism Queensland www.IslandReefJob.com
$150,000 $150,000 6-months6-monthscaretaker caretaker & blogger & blogger on Great on Great Barrier Barrier ReefReef
1 million visits in 7 days1 million visits in 7 days
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Tourism Queensland www.IslandReefJob.com
$150,000 $150,000 6-months6-monthscaretaker caretaker & blogger & blogger on Great on Great Barrier Barrier ReefReef
1 million visits in 7 days1 million visits in 7 days
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Hand-crafted boxes of artifacts used in the stop-motion movie Coraline sent to 50
bloggers
www.coraline.com
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Desktop Widgets
click on icon to see offer
2m downloads $80 m in direct sales in 1st year (2005)
2008 Q3: 10m clicks*
www.southwest.com/ding/
* adage.com/article?article_id=132778
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underspentunderspentit it is is the futurethe future
repair, reuse, recyclerepair, reuse, recyclecheck your search strategycheck your search strategy
CPA, ROICPA, ROIinteractions transactionsinteractions transactionscreative digital is dynamitecreative digital is dynamite
77
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www.DigiMarketingNow.comFollow me on Twitter, Ian_Digi
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why is digimarketing a why is digimarketing a cris-atunity?cris-atunity?
what difference does what difference does digital make?digital make?
77
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11unique devicesunique devices
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Unique devicesUnique devices
Canon Rebel 350Canon Rebel 3503 years old3 years old#560151117 #560151117
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• collect data, drop by drop• meaningful personalize
Unique Unique devicesdevicesUnique Unique devicesdevices
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collect data, drop by drop
Lipton in Japanopt-in, daily messages,quizes, games, etc.
every every device device uniqueunique
digital: addressabledigital: addressable
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unique devicesunique devicesnew media modelnew media model
22
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Content Content Creation Creation
SpecialistsSpecialists
Publishers, editors, Publishers, editors, vehiclesvehicles
Distribution channel Distribution channel (bookstores, newstands, (bookstores, newstands,
TV/radio stations)TV/radio stations)
Mass Media ConsumersMass Media Consumers
$$$$$$eyeballseyeballs
expensive expensive channel, channel, production production & filtering& filtering
modest modest returns to returns to creatorscreators
Traditional Traditional Media Media ModelModel
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modest returns to modest returns to specialist creatorsspecialist creators
Internet Internet PublicationPublication
Internet Internet DistributionDistribution
ConsumersConsumers
Consumers Generate ContentConsumers Generate Content
near free channel, near free channel, free peer filteringfree peer filtering
modest returns to modest returns to specialist creatorsspecialist creators
New Media New Media ModelModel
Generate ContentGenerate Content
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to find something to find something comparable, you comparable, you have to go back 500 have to go back 500 years to the printing years to the printing press, the birth of press, the birth of mass media…mass media…
Rupert Murdoch, quoted in Rupert Murdoch, quoted in WiredWired, July 2006, July 2006
““
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How many people How many people here read blogs?here read blogs?
……write blogs?write blogs?
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Digital respectDigital respect
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paid circulation2007 <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
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People trust People trust peoplepeople
http://www.nielsenbuzzmetrics.com/cgm
at least twice as much as adsat least twice as much as ads
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http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
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http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
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33 unique devicesunique devicesnew media modelnew media model
targets targets become participantsbecome participants
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iPod’s Dirty SecretiPod’s Dirty Secret the Niestat Brothersthe Niestat Brothers
Posted Nov 20, 2003 Posted Nov 20, 2003 1M+ downloads in 6 wks1M+ downloads in 6 wksApple expands iPod Apple expands iPod
warranties warranties Offers new battery Offers new battery
replacement mailreplacement mail--in in serviceservice
Participatory 1:manyParticipatory 1:many
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www.facebook.com www.myspace.com
www.mixi.jp www.cyworld.co.kr
social networkssocial networks
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Impressions:Reach & Frequency
Impressions:Reach & Frequency
Slob
Involvement & Sustained
Engagement
Involvement & Sustained
Engagement
Ogilvy: Torontohttp://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
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44unique devicesunique devices
new media modelnew media modeltargets targets
become participantsbecome participantsconsumers take chargeconsumers take charge
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New Restrictions
Unprecedented Access
Access Access andand Restriction Restriction
Marketers and Channels
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BBC Interview, March 18, 2008:
It’s mine – you can’t have it. If you It’s mine – you can’t have it. If you want to use it for something, then want to use it for something, then you have to negotiate with me. you have to negotiate with me.
I have to agree. I have to understand I have to agree. I have to understand what I’m getting in returnwhat I’m getting in return
“personal data?
Tim Berners-Lee
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OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld
branded utilitybranded utility
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Consumers will give you info, Consumers will give you info, ifif you give them benefit… you give them benefit…firstfirst
• respect privacy• get permission• improve customer’s experience
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55unique devicesunique devicesnew media modelnew media model
targets targets become participantsbecome participants
consumers take chargeconsumers take chargemobile moves fastestmobile moves fastest
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?? mobile phone subscribers?? mobile phone subscribers
1.4b internet users1.4b internet users
1.3b landline phones1.3b landline phones
1.5b email boxes1.5b email boxes1.5b TVs1.5b TVs
Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
World? c. 6.6 billion peopleWorld? c. 6.6 billion people
devicedevice
1.4b credit cards1.4b credit cards
3.3b3.3bFrom: Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008
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mobile phone display mobile phone display projects via contact lensprojects via contact lens
HMD 35 gms28" screen 6 away′
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it’s not advertising, it’s not advertising, ““it’s just a really cool way to say goodbyeit’s just a really cool way to say goodbye””
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http://www.mobvis.org/demos.htm
Augmented RealityAugmented Reality
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66unique devicesunique devices
new media modelnew media modeltargets targets
become participantsbecome participantsconsumers take chargeconsumers take chargemobile moves fastestmobile moves fastest
digital sticksdigital sticks
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iPod’s Dirty SecretiPod’s Dirty Secret the Niestat Brothers 2003the Niestat Brothers 2003
Dude, you can’t take Dude, you can’t take something off the internet…something off the internet…that’s like trying to take a that’s like trying to take a pee out of a swimming poolpee out of a swimming poolJoe Rogan, Joe Rogan, NewsradioNewsradio
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““the dog poop girl”the dog poop girl”
June 2005, South Korea
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77a new 4 P’sa new 4 P’s
unique devicesunique devicesnew media modelnew media model
targets targets become participantsbecome participants
consumers take chargeconsumers take chargemobile moves fastestmobile moves fastest
digital sticksdigital sticks
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ProductProduct
PricePrice
PlacePlace
PromotionPromotion
4 P’s of marketing4 P’s of marketing
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PermissionPermission
ParticipationParticipation
ParticularsParticulars
PersonalizationPersonalization
• clear opt-in• easy opt-out• customer-chosen content &
frequency
• opportunities to review, comment, tag
• upload
• collect data• drop by drop• build participant
profiles
• create relevant personalization
4 P’s of 4 P’s of digidigimarketingmarketing
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www.DigiMarketingNow.comFollow me on Twitter, Ian_Digi