dell young professional: digimarketing mindset july 2011

digiAindra

Copyright © ian fenwick. All rights reserved

Digimarke)ng Mindset

Dell Young Professional Challenge July 30, 2011

Ian Fenwick


digiAindra

http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/

Digital marke/ng’s like high school sex. “ Everybody’s talking about it. Few people are doing it, and those that are doing it, aren’t doing it very well Keith Weed Chief Marketing Officer, Unilever June 25, 2010

we fish where the fishes are “


digiAindra

Part 1

Part 2

Part 3

digital days

digital daze

digimarke/ng mindset


digiAindra

Part 2

Part 3

Part 1 digital days


digiAindra

Copyright Ian Fenwick

Internet penetration March 2011 2.10 billion + (30%)

Asia 44% (922m) (24% penetration)

China 420m (31.6%)

http://internetworldstats.com/ Stats taken from site December 2010 http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG dstats.com/ http://english.sina.com/technology/2011/0719/381598.html

✗ 485m

2 of 3 on mobiles

June 2011 CNNIC


digiAindra

July 27, 2011

http://www.socialbakers.com/facebook-statistics/ http://www.photius.com/rankings/population/population_2011_0.html

June 2011

doubled in last 9

months

✗


digiAindra

Do you check/update Facebook or TwiCer aDer you go to bed?

§  http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F


digiAindra Do you sleep with your mobile? Pew Research Center

http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA “have slept with phones on or right next to their bed”

male

67%

female

64%

18-29

90%

30-49

70%

50-64

50%

65 +

34%


digiAindra

Copyright Ian Fenwick

http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/


digiAindra

Digital: not just internet

10

DIGITAL NOT JUST

INTERNET


digiAindra

Part 1

Part 3

Part 2

digital days

digital daze


digiAindra

digital presence

facebook SEO

SEM

twitter

edm email, ezines

edm lists video mobiles

LBM

nurture your

digital presence

games, virtual worlds

augmented reality

brand building

digimarke/ng: lots of moving parts

QR codes

web sites

e- commerce


digiAindra

Part 1

Part 2

Part 3

digital days

digital daze



digiAindra

Promo/on

Price Product

Place

Tradi/onal 4 P’s


digiAindra

Digimarke/ng 4 P’s


digiAindra •  clear opt-‐in •  easy opt-‐out •  customer-‐chosen content & frequency •  relevance


digiAindra digiAindra

Copyright © digiAindra co ltd. All rights reserved 17


digiAindra

Today’s Consumers


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Source: OgilvyOne, Thailand


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Source: Asiasoft (Thailand)


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


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behaviorally targeted ads twice as effective

“


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Personaliza/on


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Personaliza/on

http://www.rottentomatoes.com/


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Source: Ogilvy Brazil

Personaliza/on


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Angels in the air

http://www.youtube.com/watch?v=rFuUFeQIdpk&feature=player_embedded


digiAindra

meaningful


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Lipton in Japan opt-‐in, daily messages, quizes, games, etc.

Collect data drop by drop


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meaningful

viral


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DRIVe Around the World

http://www.insidefacebook.com/2010/01/26/drive-the-new-volvo-c30-drive-around-the-world-through-your-facebook-network

C30 1,325 kms without refueling; choose FB friend less than 1,325

kms from you

friend chooses another friend etc

team that gets around the world most efficiently, Volvo donates

15,000 Euros to wind farm in Turkey


digiAindra

www.dropbox.com


digiAindra


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behaviorally targeted ads twice as effective

“


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Personaliza/on 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


digiAindra

Source: OgilvyOne, Hong Kong, 2008,

it’s not adver/sing, it’s just a really cool way to say goodbye “


digiAindra

Part 1

Part 2

Part 3

digital days

digital daze



digiAindra

it is the one most adaptable

to change

it is not the strongest of the species that survives…

“nor the most intelligent…


digiAindra www.Twitter.com/DrIanFenwick www.About.Me/IanFenwick www.SlideShare.net/ian.fenwick

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