PowerPoint Presentation
Digital Disappointments:how to dodge themIan FenwickVisiting
Professor,Sasin Graduate Institute of Chulalongkorn
UniversityProfessor Emeritus, Schulich School of Businessfounding
partner digiAindra co ltd
Copyright ian fenwick. All rights reserveddigiAindra
Copyright by ian fenwick. All rights reserved
digiAindra
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A few years back, Kent Wertime (now co-CEO Ogilvy & Mather
Asia-Pacific) and I wrote an overview of digital marketing.
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http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPGhttp://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1
we felt like renaissance men
Copyright by ian fenwick. All rights reserved
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http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPGhttp://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1
now so much is happening so quickly, no-one can cover it all.
From Renaissance man to Eric Cartman in just a few years
Copyright by ian fenwick. All rights reserved
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http://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg
Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa
landfill CC BY-SA 2.0
#6 NOT A DASH OF DIGITALmany people tell me theyre disappointed
by their digital. From what I see, there are SIX main causes of
disappointment.Often the disappointment starts from trying to add a
dash of digital to existing marketing: trying to repurpose
traditional marketing into digital. It wont work well, and only
disappoints.
http://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg
Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa
landfill CC BY-SA 2.0
#5 A CONSISTENT USEFUL PRESENCE
#6 NOT A DASH OF DIGITALthen I see people who are busy building
websites, blogs, social media presences, video streams etc etc, but
without really focusing on an integrated, coherent, total presence.
In digital consumers dont remember if it was a website or a blog,
YouTube or Facebook: they simply recall an overall presence (or
not!)
https://www.fl
ickr.com/photos/thisparticulargreg/514818651/in/photostream/
ThisParticularGreg by
ThisParticularGreghttps://www.flickr.com/photos/duncanh1/4897457597/in/photostream/
Insects and Flowers #1 by Duncan
at the turn of the century, we focused on stickiness: getting
consumers to our website and keeping them (trapping them)
there.
Copyright by ian fenwick. All rights reserved
digiAindraInformation not content is kinglures at different
levelsFrequency depends on what youve got to say...
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https://www.fl
ickr.com/photos/thisparticulargreg/514818651/in/photostream/
ThisParticularGreg by
ThisParticularGreghttps://www.flickr.com/photos/duncanh1/4897457597/in/photostream/
Insects and Flowers #1 by Duncan
YouTube was one of the first to realize that we should be
providing something really useful, and letting people take it away
with them. By doing so our brand got into more locations and
consumers did some of our marketing for us (and were of course must
more trusted and so more effective than were we!)
Copyright by ian fenwick. All rights reserved
digiAindraInformation not content is kinglures at different
levelsFrequency depends on what youve got to say...
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Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa
landfill CC BY-SA 2.0
sadly many call this content marketing.Lets be clear: content is
what goes into landfill. Content is whats in no-name hamburgers.
Dog food!If you call it content, then thatll be what you create.
Think USEFUL, ENTERTAINING, INFORMATION
Copyright by ian fenwick. All rights reserved
digiAindraTrojan Horse Sofia S
http://www.flickr.com/photos/sweetman/
Contagious Magazines Q3 / 2015 issue.Toolkit for
TransformationThink of the wooden horse of Troy: willingly dragged
into the city by the Trojans.Your useful entertaining information
is willing taken into the mind of potential consumers its marketing
that doesnt look like marketing.
Copyright by ian fenwick. All rights reserved
digiAindra
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http://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg
Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa
landfill CC BY-SA 2.0
#5 A CONSISTENT USEFUL PRESENCE
#4 PARTICIPANTS NOT AUDIENCE
#6 NOT A DASH OF DIGITALin digital there is no audience: only
participants who can (and will) answer back. Use their
participation to involve them in your brand. To teach them what it
stands for. And to learn more about them and draw in other
consumers.
Derivative of: Capskins Stop In the name of Love of course.
ttps://www.flickr.com/photos/caps45/1554759185/ CC BY-SA 2.0
not listeningabout ourselvestalking all the timeinterrupting
marketers have allowed themselves to fall into bad habits. We
need to stop them in digital
Copyright by ian fenwick. All rights reserved
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http://www.contagious.com/blogs/news-and-views/34817157-cannes-lions-film-and-film-craft-winners
Take a look at the GEICO unskippable commercials to see what I
mean. This is marketing that people choose to watch, share, and
talk about
Copyright by ian fenwick. All rights reserved
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http://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg
Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa
landfill CC BY-SA 2.0
#5 A CONSISTENT USEFUL PRESENCE
#4 PARTICIPANTS NOT AUDIENCE
#3 X-TREME SEGMENTATION
#6 NOT A DASH OF DIGITALdigital lets us move far beyond
traditional segmentation. We can create segments based on actions,
in real-time. Segments that are smaller, tighter, and so better
served
https://www.flickr.com/photos/vialbost/9140286259/ by Frdrique
Voisin-Demery Orange
from segments of an orange
Copyright by ian fenwick. All rights reserved
digiAindraPomegranate from
https://www.flickr.com/photos/74444001@N00/15799835919/ Samantha
Durfeeto seeds of a pomegranate. Think many small segments
Copyright by ian fenwick. All rights reserved
digiAindrahttp://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg
Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa
landfill CC BY-SA 2.0
#5 A CONSISTENT USEFUL PRESENCE
#4 PARTICIPANTS NOT AUDIENCE
#3 X-TREME SEGMENTATION
#2 STORIES AND THEATRE
#6 NOT A DASH OF DIGITALpeople dont remember or share marketing.
They share stories, they share experiences, they share theatre
when Seth Godins book came out, many of us thought it was
probably true, but a little harsh!
Copyright by ian fenwick. All rights reserved
digiAindra
shareable
subtle not marketing
resonatethe 2nd edition title was much better!Stories that get
shared are:
Copyright by ian fenwick. All rights reserved
digiAindrahttp://www.youtube.com/watch?v=M7FIvfx5J10
take a look at the Volvo Trucks with van Damme: Epic Splits.Now
we cant all afford such a big story and big star so think of what
your story might be. You probably dont need to appeal to 100m
people so think of your brands story
Copyright by ian fenwick. All rights reserved
digiAindrahttp://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg
Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa
landfill CC BY-SA 2.0
#5 A CONSISTENT USEFUL PRESENCE
#4 PARTICIPANTS NOT AUDIENCE
#3 X-TREME SEGMENTATION
#2 STORIES AND THEATRE
#1 TEST, IMPROVE, REPEAT
#6 NOT A DASH OF DIGITALremember in digital experiments are not
expensive. Always be trying new things. Always be tweaking and
improving.There will always be disappointments: learn from them and
improve
https://www.linkedin.com/pulse/nokia-ceo-ended-his-speech-saying-we-didnt-do-anything-rahul-guptaWe
didnt do anything wrong, but somehow, we lostThey missed out on
learning,they missed out on changing, And thus they lost the
opportunity Nokia CEO Stephen Elop,announcing their acquisition by
Microsoft, 2013Rahul Gupta , CEH, CISSO, CISSSr. Presales
ConsultantTalking of disappointments
Copyright by ian fenwick. All rights reserved
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http://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg
Derivative of Alan Levine, King of the Trash Hill, Buckhorn Mesa
landfill CC BY-SA 2.0
#5 A CONSISTENT USEFUL PRESENCE
#4 PARTICIPANTS NOT AUDIENCE
#3 X-TREME SEGMENTATION
#2 STORIES AND THEATRE
#1 TEST, IMPROVE, REPEAT
#6 NOT A DASH OF DIGITAL