Getting to grips with digital

1Getting to Grips with Digital ian@ianfenwick.com
Copyright © by ian fenwick. All rights reserved
Copyright © ian fenwick. All rights reserved
Getting to Grips with DigitalGetting to Grips with Digital
Ian Fenwick
Professor & Adviser,
Sasin Graduate Institute of Business Administration
Ian Fenwick
Professor & Adviser,
Sasin Graduate Institute of Business Administration
…it’s 25 years already…it’s 25 years already
Presented to Thailand Corporate Finance Forum, Bangkok, May 29, 2014
http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/
It's almost dead.
Keith Weed
Chief Marketing Officer,
Unilever
June 25, 2010
The era of digital marketing
is over.
It's now just brand building.
It's what we do.
Marc Pritchard
Procter & Gamble
Global Brand Building Officer
20 September 2013
What I think he means is that all marketing is now becoming digitally driven,
“digital back” as P&G calls it. Start from the digital

http://www.w3.org/History/1989/proposal.html
It really is 25 years since the web was first proposed…as with so many things,
the proposal got shelved for a year!
first website?
http://mashable.com/2013/08/09/first-banner-ad/
1991…23 years ago
…and it’s 23 years since 1st website

http://mashable.com/2013/08/09/first-banner-ad/
1994
first digital marketing?
…20 years ago
and 20 years since first digital marketing that I can find…a banner ad, part of an AT&T
campaign...its click through rate was 44%...I guess the novelty’s worn off with ctr nearer
0.1% now!
hhttp://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/03/03/businessinsider-chart-of-the-day-heres-how-huge-the-tablet-market-could-get-2011-3.DTL
http://www.google.com/publicdata?ds=wb-wdi&met=sp_pop_totl&tdim=true&dl=en&hl=en&q=world+population, http://en.wikipedia.org/wiki/Landline http://reviews.cnet.com/8301-13970_7-10454065-78.html www.statista.com/topics/841/tablets/chart/777/global-connected-device-shipments
http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/ http://tech.firstpost.com/news-analysis/globally-three-billion-people-will-be-online-by-the-end-of-2014-un-223076.html
http://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare http://mashable.com/2013/08/30/next-billion-internet-users http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2014-e.pdf
https://www.census.gov/popclock/
http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white_paper_c11-520862.html
world populationworld population 7.2 b7.2 b
mobile subscribersmobile subscribers 6.7 b6.7 b
toothbrush userstoothbrush users 3.5 b3.5 b
By 2014 end, ITU est.
• 6.9b mobile
subscribers
• 2.9b internet users
internet usersinternet users 2.6 b2.6 b
TV sets (2003)TV sets (2003) 1.4 b1.4 b
phone lines (2008)phone lines (2008) 1.3 b1.3 b
newspapersnewspapers .5 b.5 b
PCsPCs 1.3 b1.3 b
active broadband
subscriptions
active broadband
subscriptions 1.9 b1.9 b

https://www.flickr.com/photos/eugeneflores/3518082842/in/photolist-4Ju9bQ-4JpUpp-4JpVkx-4JpUxF-4Ju93W-4Ju9KA-4Ju9m3-7dsumf-4Ju9uf-7doBue-mPxWAV-
5q8apy-Uicdq-4JeAbX-7mJyrF-7mNqqQ-9oBiv5-6sWqrp-6A9jsu-6mT6sJ Eugene Flores
Update your stereotypes
http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-
important-demographic-in-tech/258087/
…women are our new lead adopters
men’s role in technology
adoption continues to be overstated
Intel researcher Genevieve Bell

http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-
important-demographic-in-tech/258087/
woman lead in
• talking on mobiles
• texting
• using skype
• using location-based services
• every social network, except LinkedIn
•…owning all internet-enabled devices
readers, healthcare devices, GPS
“the whole bundle of technology is
mostly owned by women”
http://www.flickr.com/photos/lukew/10412439655/sizes/l/ by lukew
Countries with
highest share of
mobile browsing?
Zimbabwe 58%
Nigeria 58%
India 48%
Sudan 45%
Zambia 44%
Uzbekistan 43%

http://www.gamerswithjobs.com/ http://www.gamerswithjobs.com/
http://betabeat.com/2013/08/almost-half-of-all-gamers-are-women-so-stop-calling-us-bitches-on-xbox-live/
There are more women over 18
playing games now than boys under 17
Collen Hannon,
an editor for Gamers With Jobs
…seems US data
45%
female
av age 30
36% over 36
32% under 18
32% 18-35
31%
19%

http://www.fotopedia.com/items/flickr-4711241023 by fritzon
http://www.fotopedia.com/items/flickr-4711241023 by fritzon
http://mobithinking.com/mobile-awards/Cannes
Great use of screens and of the iPad camera from Audi
See it at mobithinking.com/mobile-awards/Cannes

Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/
communication
moved from
appointment-based
to
engagement-based
http://www.thestar.com/entertainment/television/article/911215--the-death-of-tv-as-we-know-it
http://www.henryjenkins.org/index.html
From Henry Jenkins, Professor of Communication,Journalism, & Cinematic Arts, University of Southern California

https://secure.flickr.com/photos/wurglitsch/6153011615/lightbox/ Niagara Falls by Rinaldo W http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1
if the news is
that important,
it will find me
focus group participant
…and streams can easily become torrents…waterfalls of information that will drown
us…so we develop a new level of screening…via our friends…
…I’ll read an interesting
story online & send the URL to
10 friends…
http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1
I’d rather read an e-mail from a
friend with an attached story
than search through a newspaper
to find the story

10 friends…
to find the story
10 friends…
to find the story
And via “Curators”. Will this be the word of 2014?

The rise & rise of micro-celebrities…
http://www.youtube.com/user/Macbarbie07
Beth Mota as a curator, micro-celebrity…arbiter of taste for her segment
Influence the new influencers
http://www.businessinsider.com/haul-teenage-youtube-shopping-star-bethany-mota-2014-1
http://www.youtube.com/user/Macbarbie07
Mota’s Instagram followers >
Vogue + Elle + Marie Claire + Glamour + Cosmopolitan
…and the micro-celebrity curators are making money…
Supposedly some are getting around $35,000 a month for on-site ads; $6,000 or so for
mentions; $15,000 or so for personal appearance
Regulators are starting to pay attention and require acknowledgement of “paid
endorsement”

…and the micro-celebrity curators create engagement
And engagement engenders trust.
Engagement: voluntary, as equals, each affecting the other…like the cogs in the watch.
Is this the new new marketing?
Uyuni salt lake of Tunupa,Bolivia
http://www.alistapart.com/articles/conversation-is-the-new-attention/
Christopher Fahey &
Timothy Meaney
A List Apart, April 19 2011
Christopher Fahey &
Timothy Meaney

Uyuni salt lake of Tunupa,Bolivia
http://www.alistapart.com/articles/conversation-is-the-new-attention/
Christopher Fahey &
Timothy Meaney
Christopher Fahey &
Timothy Meaney
Conversation
is the new attention
Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964
,
the medium is the message
The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967
,
…the medium is us!
Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964
Marshall McLuhan, Understanding Media: The Extensions of Man, 1964
I share therefore I am

https://www.youtube.com/watch?feature=player_embedded&v=SoNv_BGxfyk
Marketers that can harness that sharing, increase reach…but more than that…they
boost believability
I know not to trust marketers (they taught me); but to trust my friends.
http://www.donateaphoto.com/
…and every share gets brand exposure…

http://creativity-online.com/work/samsung-the-smart-phone-line/32700
…here’s Samsung incenting their brand advocates to spread the brand message, and
so move ahead in a virtual line, rather than wasting their time in a real line!
See it at http://creativity-online.com/work/samsung-the-smart-phone-line/32700
http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai

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