TheDigiMarketingImperativeKentWertimeChiefOperatingOfficerOgilvy
&MatherAsiaPacificTectonicChanges19962012U.S.66%U.S.11.7%
Restofworld88.3%China22.9%Asia44%ofglobalRestofworld34%Ind
ia4.7%Japan4.6%TheGlobalUserBaseSource:http://www.internetw
orldstats.com/TheDigitalDeviceShift1Millionnewdevicesconne
cteddailyTheDigitalDeviceShiftToward10BillionDigiMarketing
Shift:AdefiningtopicforagenerationofmarketingThreeEraso
fDigitalMarketing90’s00’s10’sNew&ExperimentalMass&Mainstrea
mPredominant&PervasiveGlobalAdSpend$500BillionGlobalAdSpen
d2012f2004TVInternetRadioNewspaperMagazinesOutdoors41.5%4.3%6.5%2
6.1%15.4%6.0%43.7%18.6%5.2%16.6%9.8%5.9%Source:GroupMTYNYSumm
er2011GlobalAdSpend2012f2004TVInternetRadioNewspaperMagazinesO
utdoors$16B$100BSource:GroupMTYNYSummer2011IndiaAdSpendInd
iaAdSpend2012f2004TVInternetRadioNewspaperMagazinesOutdoors38.5
%0.6%2.0%47.2%4.3%7.4%41.6%4.5%4.8%40.7%2.4%5.6%Source:GroupMT
YNYSummer2011IndiaAdSpend2012f2004TVInternetRadioNewspaperMag
azinesOutdoors$17M$353MMSource:GroupMTYNYSummer2011Confidenc
eGap:Acontinuedlag,anunder-investedmarket%ConsumerTimeSpe
ntOnlineTheMarketingConfidenceGap%AdvertisingDollarsSpent
OnlineMarketersStillLagConsumersSource:eMarketer2008,Ediso
nMediaResearch2008,MRI2008,NielsenMediaResearch2008,Neo@
OgilvyMediaAnalytics,PricewaterhouseCoopersLLP,WilkofskyGru
enAssociate.November2009Report,eMarketerJun2010"OnlineAd
SpendBouncesBack"andForresterDec2010"UnderstandingtheCha
ngingNeedsoftheUSOnlineConsumer"DigiMarketingImperatives01
FromP-O-EtoP-U-CMarketerOrganizingPrinciple-POEPaidOwnedEa
rnedConsumerOrganizingPrinciple-PUCParticipationUtilityContri
butionMoretweets,lowerthepriceConsumerOrganizingPrinciple-
PUCParticipationUtility9.00AMSINGTEL9:0089.0BFriday,March1718
.4BSlidetounlock20112015Source:MobileAppsWorldwideForecast
2011-2015BrandedUtilityProliferationNike,Becks,Smirnoff,Tig
erbeer&Adidashelpyoutofindactivitiesaroundyourlocation
OnceaquarterOnceaweekNIVEAtellsyouwhatsunlotionyoushou
lduseNorthFaceprovidesyouwiththelatestSnowreportsConsume
rOrganizingPrinciple-PUCParticipationUtilityContributionNewD
imensionofCustomerValueCustomerContributionLoyalty/Purchase
Influence/Word-of-MouthCustomerContributionFansitesViralvide
osBlogpostingsVotingConsumercritiquesCo-creationCrowdsourcingC
ustomerfeedbacksurveysLoyaltyclubsonlineVirtualfaneventsOnl
inecorporateeventsOnlinepre-orderingFriend-get-friendcampaign
sBulkpurchasingonlineParticipationinonlinepromotionsUseofc
ompany’svirtualgoodsProductcustomizationandsharingSecondlym
arkets(E-Bay)CommunityDrivenProductInnovationInvitingcommuni
tymembersoftoopenlysubmittheirideasforthenewMujiprodu
ct.Morethan50ofMujiproducthasbeendevelopedfromthiscomm
unity.02ContentEcosystemsContent=DigitalBaitWATSONonJeopard
y!ToplineResultsXXXinvalidatedLeadVenueXXXinWinRevenue03So
cialattheCenter04DataValueExchangeDataValueTransactionPred
ictivemodels/RecosCustomeruserpreferencesPersonalcomparison
stoaverageValuepromptsOfferbundlesParticipationincentivesCo-
branddatasharing/offersPersonalhabitstrackingManagingConsu
merTrust(Constantly)05Onpersonaldata:“It’smine–youcan’t
haveit.Ifyouwanttouseitforsomething,thenyouhavetonegotiatewithme.Ihavetoagree.IhavetounderstandwhatI’mgettinginreturn.”TimBerners-Lee,DeveloperoftheInternetBBCInterview,March18,2008Thankyou! |
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