digital marketing and financial services
DESCRIPTION
Implications of the growth in digital media for marketing. Growth of digital marketing (digimarketing) with special reference to financial institutions. Invited presentation by Ian Fenwick of digiAindra co. ltd to Kbank, Bangkok. May 6 2010TRANSCRIPT
digiAindra
Prepared for K-BankMay 6, 2010
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DigiMarketing: Implications for Financial Service Industry
Turnkey Digital Marketing [email protected]
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Part 1
Part 2
Part 3
Part 4
Agenda
digital media
changing behavior
4 P’s of digiMarketing
future
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digiAindraDigital Media
NASDAQ IXIC Composite Index
1.8b+ internet users
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Asia 42% of all users(20% penetration)
China 384 million (29%)
20091.8 billion +
Source: http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
www.internetworldstats.com/
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> Top 10
DevelopedMarkets
USA, Japan, Germany, France, UK, Italy, Spain, South Korea,
Canada, Australia
Top 10 Emerging Markets
Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran,
Poland, Saudi Arabia
Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,
Not just developed countries
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digiAindraThailand: 13.5m 21%Bangkok:
Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008
biz decision-makers 80%top management 93%
www.internetworldstats.com/stats3.htm#asia
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Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
Magazines 5
1.1%
14Internet (excl. email)hours/week
% of total mktg spend Thailand,
200818%
6%
digiAindra
54%
19TV
5Newspapers
Media use, hours/week, upmarket adults, Bangkok,
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Newspapers
Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook
TV
1.1%
Internet (excl. email) 17hours/week
% of total mktg spend Thailand,
200818%
6%
54%
Magazines 5
TV 17
4Newspapers
digiAindraMedia use, hours/week, upmarket adults, Bangkok, 25-34 years old,
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digiAindraJan 5, 2010: Thailand world’s 2nd fastest growing Facebook community
http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market
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http://www.facebakers.com/countries-with-facebook/TH
April 30, 2010: Thailand 3.24 m Facebook users
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http://www.facebakers.com/countries-with-facebook/TH
large populations &
growing internet
connectivity, are pushing
Asia’s Pacific Rim
countries to the
forefront on Facebook…
“
April 30, 2010: Thailand 3.24 m Facebook users
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Part 2
Part 3
Part 4
Part 1
Agenda
digital media• mainstream• growing• Asian
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Part 1
Part 3
Part 4
Part 2
Agenda
digital media
changing behavior
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digiAindraInternet passes TV, Q4 2009, Cda
Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720
Actively using the internet
Watching television
Listening to the radio
Reading newspaper
Reading magazines
18.1
16.9
8.9
2.9
1.4
Time Spent on Various Media in Past Week
Hours
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digiAindraInternet passes TV, Q4 2009, Cda
Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720
Actively using the internet
Watching television
Listening to the radio
Reading newspaper
Reading magazines
18.1
16.9
8.9
2.9
1.4
Time Spent on Various Media in Past Week
Hours
Q3/2008 Q1/2007
1.6 1.5
3.3 3.0
10.0 9.1
15.8 15.1
14.9 15.0
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digiAindraMost essential medium, US 2010
Arbitron & Edison Research
http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php
http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf
42%
37%
14%
5%
“Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”
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digiAindraInteractive TV – 07Show
http://www.manytv.com/07show/
ก่�อนออก่อาก่าศผู้�เล่�นควรเตร�ยมต�วให้พรอม แล่ะควรประจำ�าที่�� ก่�อนออก่ อาก่าศ 1.30 ชั่��วโมง แล่ะใส่�ห้�ฟั#งไวตล่อดเวล่า ในคอยฟั#งก่ารเที่ส่ต&ส่�ญญาณ
ก่�บที่างที่�มงาน (ที่างที่�มงานจำะที่�าก่ารที่ดส่อบความพรอมที่�ล่ะคน)
เล่�นเกมส์� Webcast ออกรายการส์ด
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digiAindraBehavior Changing
By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States
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digiAindraBehavior Changing
By Andrew Eisner, Retrevo's Director of Community & Content. The data for this report came from a study of online individuals conducted by an independent panel. The sample size was just over 1000 distributed across gender, age, income and location in the United States
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digiAindraThailand:
http://www.masterintelligence.com/reports.jsphttp://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf
shop online“extremely/very satisfied”
with online shopping
44% 43%
63%
93%86%87%
Aged 18-64, with personal bank accounts, & who accessed the internet at least once a week
India, Thailand & New Zealand are leading the curve, with more than 90% ...very satisfied
“
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digiAindraThailand:
http://www.masterintelligence.com/reports.jsphttp://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf
shop online“extremely/very satisfied”
with online shopping
44% 43%
63%
93%86%87%
Aged 18-64, with personal bank accounts, & who accessed the internet at least once a week
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digiAindraOnline spending increasing
December 2009 January 2010 February 2010$0
$100
$200
$300
$400
$500
$600
$409 $388
$550Average spent over all online transactions
Master Card Survey: Thais ages of 18 and 64 years with personal bank accounts and who accessed the internet at least once a week.
http://www.masterintelligence.com/reports.jsp
www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf
Online shopping
has become essential
to more than half of the
respondents from
China, Korea, Japan,
India & Thailand“
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Digital Marketing (digimarketing) is the evolution of marketing, happening when the majority of a company’s marketing uses digital channels
“DigiMarketing
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[US] marketers’ digital spending to overtake print for the first time ever…
http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100308005991&newsLang=en
Source: Outsell, March 8, 2010
“Marketing catching up
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2009e2009 baht*2008 baht % growth
TV 49.9 m 51.9 m 4%
Radio 6.9 m 6.1 m -11%
Print 21.1 m 19.1 m -9%
Outdoor 6.4 m 6.5 m 2%
Internet 0.17 m 0.25m 44%
TOTAL 88.6 m 89.0 m 0%
Thailand
Nielsen Media Research, reported in Marketing and Media, Mindshareworld Co Ltd : Yr 2009 estimated
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Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
digimarketing
What does it say about a brand if
they aren’t involved with
sites like Facebook or
Twitter?
“ It shows they’re not really with it or in tune with the new ways to communicate with customers
female aged 18-24
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Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
digimarketing
What does it say about a brand if
they aren’t involved with
sites like Facebook or
Twitter?
“ they’re not interested in the demographic that frequents Facebook & Twitter, or they’re unaware of the opportunity
male aged 35-39
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Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail
digimarketing
What does it say about a brand if
they aren’t involved with
sites like Facebook or
Twitter?
“it's EXPECTED that a company have some digital face…they need a strong electronic presence or you doubt their relevance
female aged 50-54
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Part 1
Part 3
Part 4
Part 2
Agenda
digital media
changing behavior• opportunity• agile• new mindset
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digiAindra
Part 1
Part 2
Part 4
Part 3
Agenda
digital media
changing behavior
4 P’s of digiMarketing
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Product
PricePlace
Promotion
4Ps
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Permission
Participation
4Ps
The 4Ps of digimarketing
• Clear opt-in• Easy opt-out• Customer-chosen content & frequency• Relevance
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digiAindradigiAindra
35
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digiAindradigiAindra
36
Audience is as antique a term as record, the one archaically passive, the other archaically physical
“William Gibson
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digiAindraToday’s Consumers
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digiAindraParticipation
Source: OgilvyOne, Thailand
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digiAindraParticipation
Source: AsiaSoft, Thailand
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digiAindraParticipation
HSBC-"Your Point of View", Live Theatre Windows Campaign ; http://www.youtube.com/watch?v=Pn8oEn0WHnY
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digiAindraParticipation
Source: http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
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Permission
Participation
4Ps
The 4Ps of digimarketing
Profile (Privacy)
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digiAindraPersonal Financial Assistant
http://www.mint.com/
http://websha.com/mint.com
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digiAindraMint is now aggregating data from its 1.5 m users & mining it for personal spending trends
http://www.fastcompany.com/blog/chris-dannen/techwatch/mintcom-add-data-mining
http://www.mint.com/
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http://www.mint.com/
Report Summary
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http://www.mint.com/
Report Summary
Eventually, we’ll do this for research …creating a streamlined for-pay service allowing businesses to mine spending habits
““definitely
potential for a
financial adviser
product down the
line
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digiAindraMy Money Skills
http://www.mymoneyskills.me/english/gt/main.jsp
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Permission
Participation
4Ps
The 4Ps of digimarketing
Profile (Privacy)
Personalization
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digiAindraPersonalization
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digiAindraPersonalization
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digiAindraPersonalization
Source: Ogilvy Brazil
http://www.youtube.com/watch?v=lH-PK9MM45U
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Permission
Participation
4Ps
The 4Ps of digimarketing
1http://www.emarketer.com/Article.aspx?R=1007599
2http://www.networkadvertising.org/pdfs/NAI_Beales_Release.pdf
Profile (Privacy)
Personalization
behaviorally targeted ads twice as effective
“
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digiAindraPersonalization or stalking?
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
Surprise
me: don’t
scare me! “
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digiAindraPersonalization or stalking?
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
Surprise
me: don’t
scare me! “
way too invasive for me…I have blocked Criteo ads completely
“
dynamic serendipity“
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Permission - Participation Profiling - Personalization
engagein a social context
DigiMarketing
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digiAindraSocial networks are mainstream life
http://www.southparkstudios.com/episodes/267112/
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digiAindra
Part 1
Part 2
Part 4
Part 3
Agenda
digital media
changing behavior
4 P’s of digiMarketing• Permission - Participation
Profiling - Personalization
Engage in a social context
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digiAindra
Part 1
Part 2
Part 3
Part 4
Agenda
digital media
changing behavior
4 P’s of digiMarketing
future
Copyright © by digiAindra co., ltd. All rights reserved
digiAindra
Top 10 Most Innovative Companies in Finance
http://www.fastcompany.com/mic/2010/industry/most-innovative-finance-companies
http://thefinancialbrand.com/11006/9-considerations-about-financial-innovation/
eight of the 10 most innovative companies in the financial industry aren’t banks
“
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“Generation Y” is an important demographic
The Asian Banker, April 23, 2010
http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocument
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“Generation Y” is an important demographic
The Asian Banker, April 23, 2010
http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocument
Asian banks in particular, are seen as
lagging behind the use of social media
compared to their counterparts outside of Asia
most banks don’t place enough emphasis on innovation as they are used to pushing
information to their customers.
with the emergence of user-generated content…banks are having to deal with the flow of reactions about their services & products at an intensity & pace that most cannot even recognise, much less catch up to, Katkov, SVP Asia of Celent’s Asia Research Group social network’s being the second most
powerful influence over a person’s
branding choice, social media is something
banks can no longer ignore.
Catalysts for Change - The Implications of Gen Y Consumers for Banks” has shown that Generation Y’s spending is poised to surge from $600 billion in 2009 to $2.45 trillion by 2015.
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digiAindraDexia Bank: creates Axion for 12-25 year olds
http://www.dexia.be/nl/Particulier/VIADEXIA/LandingPages/LP_Axion/
http://www.axionweb.be/static/FR/index.aspx
http://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/
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digiAindraAxion
Created rock concerts on banner ad sized stage
http://www.youtube.com/watch?v=G5tW1JJqe3U
http://www.axionweb.be/static/FR/index.aspx
http://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/
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digiAindraDexia Bank
Showed the concerts in banner ads
http://www.dexia.be/nl/Particulier/VIADEXIA/LandingPages/LP_Axion/
http://www.axionweb.be/static/FR/index.aspx
http://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/
• 7 million paid impressions• embeds on bands’ fan pages &
blogs 40,000 free impressions• 45,000 unique visitors to the
microsite• 7,500 voted for favorite band
Bands (& fans) could copy and embed on their own sites
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digiAindraBucks First Credit Union: Project Flipside
The Alternative to Doing Nothing: a community-based social media program
http://thefinancialbrand.com/10651/bucks-first-fcu-project-flipside-gen-y-promotion/ : March 12, 2010
use Gen-Y to communicate with Gen-Y
promoting financial literacy & the dual chequing/savings Flipside Account
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digiAindraDon’t forget “friends & family”
http://thefinancialbrand.com/11342/fiserv-gen-y-banking-study/, April 14, 2010
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digiAindraBucks First Credit Union: Project Flipside
The Alternative to Doing Nothing
http://www.youtube.com/watch?v=5krHcfpXoCI
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digiAindraPNC Bank’s Virtual Wallet
http://www.youtube.com/watch?v=IrAr4YrKtJc&feature=player_embedded
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digiAindraMy IKEA
http://www.youtube.com/watch?v=OjavjTvzIMw
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digiAindraParcel AR
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digiAindra
Part 1
Part 2
Part 3
Part 4
Summary
digital media• mainstream , growing, Asian
changing behavior• opportunity, agile, new mindset
4 P’s of digiMarketing•Permission, Participation, Profiling, Personalization
future
digiAindra
THANK YOU
Turn Key Digital Marketing [email protected]
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