digital marketing strategies 2013
TRANSCRIPT
10/07/56
1
Digital Marketing Strategies 2013
• Digital Marketing “Now and Then” • Online Consumer Behavior • Online Marketing Tools • Search Engine Optimization (SEO) • Video Marketing for (Branding, Customer Education & Sell) • Social Media Marketing & Mobile Marketing
By Prasit Worachatrawanit
New Media & E-Commerce Director Email: [email protected]
ThaiMail & ThaiAmazon Founder ARiP Public Company Limited
My Works
10/07/56
2
5 Star Chicken
Turn lower grade product to be “STAR”
Are all marketer liars?
Chicken Essence (Soup)
Chicken Essence (Tablet)
Is it make you smarter? Really?
One chicken can turn to many chicken Essence products = $$$
This coffee make you slim?
Miracle products produce from ordinary things + story.
10/07/56
3
Do you miss NYC? Just Buy “Canned Air”
Only
$10
And this is a “Canned Air” too. But….
“Canned Air” from China is Bringing the Attention to Beijing's Smog, Piss-Poor Air Quality.
10/07/56
4
99 cent, 500,000 balls/month
AntennaBalls.com
Success is all about having a ball
10/07/56
5
Animated Hitch Critters
10/07/56
6
What’s real? คนหหนวกไดยนคนเปนไบบอกวา คนตาบอดเหนคนขาเปก าลงวงแขง
Value Added Packaging
Turn bottle cap to be lens for closer & bigger product.
10/07/56
7
Value Creation
20 Baht OMG
“พระเจาชวย...กลวยทอด” กลวย+แปง+งา+น ามน +…ถงกระดาษ นสพ.
Tokyo Banana “ขนมโตเกยว+กลวย
+ซองพลาสตก +…กลองกระดาษหร
Value Creation
500 Baht
10/07/56
8
$20 @
10/07/56
9
Add emotion on your packaging
Add emotion on your packaging
ยาดมโชคด
10/07/56
10
“Bait & Hook” Business Model
Jump to Subscription Model
10/07/56
11
10/07/56
12
Waste = Money --------- 1
Money = Things --------- 2
1 + 2 Waste + Money = Money + Things
Waste = Things
Waste -> Things -> Money
Customer Shop Waste Buyer
ราน 0 บาท ขยะแลกของ ของแลกเงน
Business Model Equation
10/07/56
13
Turn Waste To Things
“Bid Your Sweat” campaign allowed runners to bid products online with using kilometers tracked by Nike+
“Generous Store” one-day pop-up accepted generosity instead money when you buy chocolate from store.
Generous & Social Minded brand
Sweat = Money
Innovative Payment System
http://www.youtube.com/watch?v=_cNfX3tJonw
http://www.youtube.com/watch?v=5Zhsuh7ba9Q
10/07/56
14
http://www.youtube.com/watch?v=kmrc8ZJld8A
Lets Caffe Latte Printer
http://www.youtube.com/watch?v=-X9ZT0iLcOM
10/07/56
15
Amazon Birthday Gift
http://www.youtube.com/watch?v=gOhGuuLplYw
Embraer Flying Book
http://www.youtube.com/watch?v=tgKwHyYOwyU
10/07/56
16
New offering on free shipping for Kmart purchases under 150 lbs.
Free shipping for pants, drawers, nightie, single bed , etc. under 150 lbs.
About 20 million views within 3 weeks.
http://www.youtube.com/watch?v=hL4lSavSepc
Kmart Big Gas Saving
http://www.youtube.com/watch?v=m1yir-p68xM
10/07/56
17
Kate Spade - Interactive store windows & same day delivery
http://www.youtube.com/watch?v=_DJfuKz2lso
Instagram for photo – OneSec for 1 sec. video
Copy & Development = new product
10/07/56
18
Opposite Idea = new product
Un-Instagram = Normalize
10/07/56
19
Social Media Trap Robber: Where is the money? Victim: Just follow my Twitter & foursqaure/Geolocation.
Good Idea, Right?
Thanks, Man.
A hybrid is the combination of two or more different things, aimed at achieving a particular objective or goal.
“Hybrid” Definition
Hybrid Bike Hybrid Energy Car Hybrid Camera
HCP
Kodak: Slow move & don’t believe in digital… Sony: Difficulty to connect each product to work together.
10/07/56
20
Why Internet?
67M
Thailand Population
24M
Thailand Online (33%) 22M
Use Google Search (98%)
12M
Research Online, Bought Offline (50%)
10M
Have Bought Online (42%)
Source: Nectec, Google, Mastercard Survey, IDC Research
10/07/56
21
10/07/56
22
10/07/56
23
1990s
Long Ago, People Danced @ Concerts
2010s
Now They Video / Click / Share / Tweet…
10/07/56
24
การใชเวลากบ”สอ”ของคนไทย อนเทอรเนต 16.6 ชวโมง ดทว 10.9 ชวโมง ฟงวทย 5.2 ชวโมง อานหนงสอพมพ 3.7 ชวโมง
ทมา: Nielsen 2012
10/07/56
25
Source: BBMG
Customer Contribution • Fan sites
• Viral videos
• Blog postings
• Voting
• Consumer critiques
• Co-creation
• Crowd sourcing
• Customer feedback surveys
• Loyalty clubs online
• Virtual fan events
• Online corporate events
• Online pre-ordering
• Friend-get-friend campaigns
• Bulk purchasing online
• Participation in online promotions
• Use of company’s virtual goods
• Product customization and sharing
• Secondly markets (E-Bay)
10/07/56
26
• อาน/โหลด/วว/โหวด/โพสต/แชร/แชท Read/Load/View/Vote/Post/Share/Chat (UGC)
• จองจออนๆ มากกวา”ทว” Screenager ( Tripple screens/watch > read)
• ใชอปกรณดจตอลเปนหลก
Digital Native (Good/Fun/Now)
• นยมดภาพนง วดโอ ภาพเคลอนไหว มากกวาตวหนงสอ • ชวตไรสาย ไมหยดนง สอสารตลอดเวลา Mobility (Always On)
พฤตกรรมผบรโภคในโลกออนไลน
http://directory.truehits.net/keyword.php
What are Thai people searching?
ขอมล Keyword หมวด "การศกษา“ http://business.truehits.net/keyfile/key_1.php ขอมล Keyword หมวด “ราชการ องคกร“ http://business.truehits.net/keyfile/key_2.php
ขอมล Keyword หมวด “อนเทอรเนต“ http://business.truehits.net/keyfile/key_3.php
ขอมล Keyword หมวด “คอมพวเตอร“ http://business.truehits.net/keyfile/key_4.php
ขอมล Keyword หมวด “ธรกจ” http://business.truehits.net/keyfile/key_4.php
10/07/56
27
http://www.google.com/trends/explore
Social Network – Is FB still King?
Thais love “song” :D
We love “movie” & YouTube.
Life is “game”.
We’re always find a (new) job.
Search for “Google”?
E-Mail never die?
Movie Music Drama
Drama Music
Tax Drama
Gold
Movie Movie
เผาพนธ (Tribe) สาวก/แฟนคลบ ค คา/พนธมตร
คนแปลกหนา เพอน ลกคา ประชาสมพนธ แกปญหาใหลกคาดวยกน พนกงานขาย ผผลตสนคา นกลงทน ฯลฯ
มตของค าวา”ลกคา”ในโลกออนไลน
Online Marketing Basic
Know Who VS Know How
10/07/56
28
Now is Better
+
The future is now
Wording Tactic
“โอเปอเรเตอร ก าลงรอรบสายคณอย โทรมาไดเลยคะ”
“ถาโอเปอเรเตอรไมวางรบสาย กรณาตดตอใหมอกครงนะคะ” หรอ
10/07/56
29
What Does It MEME? เลยนแบบตกก
“เปนคนอสานมาท างานในเมองหลวง...ยงไมมแฟน...” Nyan Cat Gangnam Style
MEME = Hyper Viral
http://doggelganger.co.nz/
Customer & Consumer
10/07/56
31
Jump to Bait & Hook Model
http://www.dollarshaveclub.com/
http://www.youtube.com/watch?v=ZUG9qYTJMsI#at=14
Affiliate Marketing (jeedjard.com)
10/07/56
32
iTunes iTunes Store iPod
Apple re-structures music (mobile) industry
Distribution Business Model Usability
Amazon.com is trying to re-structures book industry
Kindle Store
“Kindle software “ for PC, Mac,
iPhone, iPod Touch Kindle (DRM)
Kindle e-book reader
dlo.com (everythingipod.com) bookstop.com.au butlerbag.com
nandahome.com
Online Business Tale octodog.net
10/07/56
33
“There are two ways to build a successful company. One is to work very, very hard to convince customers to pay high margins. The other is to work very, very hard to be able to afford to offer
customers low margins.” Jeff Bezos, CEO of Amazon.com
Order online, pick up at Locker near your home.
10/07/56
34
Amazon turns store to showroom with app.
It’s offering up to $15 in discounts to people who use its price comparison app on their mobile devices on this Saturday
Download app -> Location enabled -> Get more 5% discount on Amazon
Amazon will pass Walmart in 2017
• Book Store Threat • Retail Threat (sell everything)
• Showrooming Problem • Walmart Killer (Same Day Delivery)
Purchase Consumption Purchase Consumption Purchase Consumption
Amazon’s faster shopping (Real Time Marketing)
Kindle integrates purchase into consumption
10/07/56
35
Store Combats Showrooming
With $5 “Just Looking” Fee
one store owner in Brisbane, Australia
Retailing Move
10/07/56
36
Walmart.ca turns bus stops into QR code enabled mobile virtual stores.
There’re 50 online bus store in Toronto, Canada
10/07/56
37
10/07/56
38
10/07/56
39
10/07/56
40
10/07/56
41
E-Commerce delivery in your car cardrops.com
10/07/56
42
How to push your BUY button on your brain
Target The Primal Brain
• Sex, anyone? • Hunger pains • Get moving • Contrast • Love & Hate • End (Prioritize) • In scarce supply • Keep It Concrete
10/07/56
43
My Water…
My Look… That you like ;P
10/07/56
44
Target The Emotional Brain
• Empathy • What’s in a story?
Target The Rational Brain
• Going with your gut • Authority (Influencer, Guru, celeb, etc.)
Data, Formula, Logic…
10/07/56
45
Want people to like you?
Give them a hot drink :D
How to use neuromarketing technique.
Micro-lending site
http://www.kiva.org
10/07/56
46
Brand, Logo & Customer Stories
Great slogan + your Brand!!!
I Love BA OK
10/07/56
47
Are You Left Brain, Right Brain or Both?
Right-Brain Left-Brain
Right-Brain Left-Brain
Are You Left Brain, Right Brain or Both?
10/07/56
48
Left – Left = Dedicated high, cold & perfectionist. Right – Right = Like the challenge, Not like pleasantries. Right – Left = Full consideration, traditional, indirect type. Left – Right = Like care about other people, the type of leader.
Are You Left Brain, Right Brain or Both?
How Marketing Makes Profit. Author: Dr. Alan Francis (Cindy Cashman)
http://www.cindycashman.com/
No. of pages : 128 Pages. (up from 96 Page.)
First Published: 1995 Price: $5
Kindle Edition OVER 1 MILLION COPIED SOLD!!!
http://www.youtube.com/watch?v=d9eF3F8tg2M
10/07/56
49
• Advertising • Brand Management • Consumer behavior • Direct Marketing • Distribution • Packaging
• Pricing • Promotion • Public relations • Sales • Services • etc.
“Functions are more Important than Form”
Marketing Functions
Revenue
Profit
Marketing “Creating Demand”
10/07/56
50
http://www.youtube.com/watch?v=sk2Lfgh1c4Q