Digital Marketing (DigiMarketing) & Market Research

Copyright Ian Fenwick

digiAindra

Ian FenwickAdvisor Sasin Graduate Institute of Business Administration

Founding Partner digiAindra co ltd

DigiMarketing: Implications for Market Research

ian@digiAindra.com ESOMAR Asia Pacific 2010, Eyes on Asia

Kuala Lumpur / 25 - 27 April

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The future is already here…It's just not very evenly distributed.

William Gibson

“The Future

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Copyright Ian Fenwick 3

Agenda

Part 1: Digital Media

Part 2: DigiMarketing

Part 3: Digi-Marketing Research

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Internet penetration 2009over 1.8 billion

Source: http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNGwww.internetworldstats.com/

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Asia 42% of all users(20% penetration)

China 384 million (29%)

Internet penetration 2009over 1.8 billion

Source: http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNGwww.internetworldstats.com/

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Agenda

•Global

•Dominant

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

Time Spent on Various Media in Past Week

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

Time Spent on Various Media in Past Week

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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Most essential medium, US 2010

“Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”

Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.phphttp://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf

Arbitron & Edison Research

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Agenda

•Global

•Dominant

•Behaviour Changing

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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.

Behaviour Changing

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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.

Behaviour Changing

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Agenda

•Global

•Dominant

•Behaviour Changing

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Agenda

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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

“DigiMarketing 2010

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Agenda

•Agile

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Agenda

•Agile

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Opportunity…for agile players

with a new mindset

DigiMarketing

digiAindraHow is Digital Marketing Different?

PlacePromotion

Product

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Agenda

•Agile

•4Ps of digimarketing

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Copyright Ian Fenwick, 2009Copyright Ian Fenwick

Permission4Ps

The 4Ps of digimarketing

• Clear opt-in• Easy opt-out• Customer-chosen content & frequency• Relevance

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Permission

Participation

• Clear opt-in• Easy opt-out• Customer-chosen content & frequency• Relevance

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William Gibson

digiAindraAudience is as antique a term as record, the one archaically passive, the other archaically physical

“William Gibson

digiAindraToday’s Consumers

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Source: OgilvyOne, Thailand

Participation

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Source: AsiaSoft, Thailand

Participation

digiAindraParticipation

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

meet-slideshare

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Permission

Participation

Profile (Privacy)

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Permission

Participation

Profile (Privacy)

Personalization

digiAindraPersonalization

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Source: Ogilvy Brazil

Personalization

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Permission

Participation

Profile (Privacy)

Personalization

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Agenda

•Agile

•4Ps of digimarketing

•Social

digiAindraJan 1983

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Permission - Participation Profiling - Personalization

engagein a social context

DigiMarketing

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Agenda

•Agile

•New 4 Ps

•Social

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Agenda

Part 3: Digi-Marketing Research?

•DigiMarketed

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Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail

DigiMarketing Research

What does it say about a brand if

they aren’t involved with sites like Facebook or

Twitter?

“Market Researchers Need to Do DigiMarketing

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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Twitter?

Either they’re not interested in the demographic that frequents Facebook & Twitter, or they’re unaware of the opportunity to get more exposure

Male aged 35-39

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Twitter?

It's EXPECTED that a company have some digital face whether it's on FB or Twitter…they need a strong electronic presence or you doubt their relevance in today's marketplace

Female aged 50-54

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Agenda

•DigiMarketed

•Data Abundance

digiAindra“The data deluge”

Source: http://www.economist.com/opinion/displaystory.cfm?story_id=15579717

digiAindraGoogle Analytics

Source: http://www.google.com/analytics/

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Source: http://www.juiceanalytics.com/

Juice Analytics

digiAindraCrazy Egg Click Heat Maps

Source: http://www.crazyegg.com/

digiAindraUserfly: Usability Tests

Source: http://userfly.com/

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Source: http://www.nextbigsound.com/

digiAindraNext Big Sound

“ Next Big Sound is based on the concept that the music industry has changed…success is now most accurately based on direct engagement with fans. The purchase decisions of a critical mass of consumers has moved online, with fans participating in activities online…Their interactions can be accurately measured, reported and then utilized, which is the service Next Big Sound provides

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Agenda

•DigiMarketed

•Data Abundance

•New metrics, New questions

digiAindraNew Metrics: WebAnalyticsBook.com

“ This is the internet’s largest, most updated and free webanalytics solutions guide It took me a good half year to finish it and I am still not done.

Sebastien Wenzels

Source: webanalyticsbook.com/webanalytics-vendor/Brought to my attention by Dr Marshall Rice, Schulich School of Business

over 150How many web analytics solutions?

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Copyright Ian Fenwick, 2009Copyright Ian Fenwick 57

Personalization

Permission

Participation

New questions

Profile (Privacy)

http://www.marketingpilgrim.com/2010/03/watch-your-behavior-online-youre-being-targeted.html

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Copyright Ian Fenwick, 2009Copyright Ian Fenwick 58

Personalization

Permission

Participation

New questions

Profile (Privacy)

behaviorally targeted ads twice as effective

http://www.marketingpilgrim.com/2010/03/watch-your-behavior-online-youre-being-targeted.html

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Personalization or stalking?

Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.htmlhttp://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html

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Personal or Over-familiar?

Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html

…went to their site…couldn't see exactly what I wanted…

A few days later, what products do I catch out of the corner of my eye whilst accessing my Hotmail account - the very same items I had been looking at!

It freaked me out so I googled it and discovered they use Criteo targeted marketing.

This approach is way too invasive for me…I have blocked Criteo ads completely

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Personal or Over-familiar?

Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html

…went to their site…couldn't see exactly what I wanted…

A few days later, what products do I catch out of the corner of my eye whilst accessing my Hotmail account - the very same items I had been looking at!

It freaked me out so I googled it and discovered they use Criteo targeted marketing.

This approach is way too invasive for me…I have blocked Criteo ads completely

“dynamic serendipity

“Surprise me

don’t scare

me or distract

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Summary

Part 1: Digital Media•Global•Dominant•Habit changing

Part 2: DigiMarketing•Agile•New 4 Ps•Social

Part 3: Digi-Marketing Research?•DigiMarketed•Data Abundance•New Metrics, New Questions

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THANK YOUFollow me on Twitter: DrIanFenwick

www.SlideShare.net/Ian.Fenwickwww.blog.digiAindra.com

ian@digiAindra.com ESOMAR Asia Pacific 2010, Eyes on Asia

Kuala Lumpur / 25 - 27 April

Digital Marketing (DigiMarketing) & Market Research

Business

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