digiAindra Ian Fenwick Advisor Sasin Graduate Institute of Business Administration Founding Partner digiAindra co ltd Copyright Ian Fenwick 1 DigiMarketing: Implications for Market Research [email protected]ESOMAR Asia Pacific 2010, Eyes on Asia Kuala Lumpur / 25 - 27 April
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Digital Marketing (DigiMarketing) & Market Research
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Copyright Ian Fenwick
digiAindra
Ian FenwickAdvisor Sasin Graduate Institute of Business Administration
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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digiAindra
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
digiAindra
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Agenda
Part 1: Digital Media
•Global
•Dominant
•Behaviour Changing
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Agenda
Part 1: Digital Media
Part 2: DigiMarketing
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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…
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
“ 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
Part 1: Digital Media
Part 2: DigiMarketing
Part 3: Digi-Marketing Research?
•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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…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
…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
me
“
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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