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KentWertimeChiefOperatingOfficerOgilvy&MatherAsiaPacificTheDigiMarketingImperativeKentWertimeTheDigiMarketing1TectonicChangesTectonicChangesTheGlobalUserBase1996Asia44%ofglobal2012U.S.
11.7%Restofworld88.3%U.S.
66%Restofworld34%China22.9%Japan4.6%India4.7%TheGlobalUserBase19962012U.TheDigitalDeviceShift1Millionnewdevices
connecteddailyTheDigitalDeviceShiftTheDigitalDeviceShiftToward10BillionTheDigitalDeviceShift金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件88DigiMarketingShift:Adefiningtopicfor
agenerationofmarketingDigiMarketingShift:ThreeErasofDigitalMarketingNew&Experimental90’sMass&
Mainstream00’sPredominant
&Pervasive10’sThreeErasofDigitalMarketinGlobalAdSpend$500BillionGlobalAdSpend$500Billion2012fGlobalAdSpend200441.5%4.3%6.5%26.1%15.4%6.0%43.7%18.6%5.2%16.6%9.8%5.9%Source:GroupMTYNYSummer2011TVInternetRadioNewspaperMagazinesOutdoors2012fGlobalAdSpend200441.5%42012fGlobalAdSpend2004$16B$100BSource:GroupMTYNYSummer2011TVInternetRadioNewspaperMagazinesOutdoors2012fGlobalAdSpend2004SourceIndiaAdSpendIndiaAdSpend2012fIndiaAdSpend200438.5%0.6%2.0%47.2%4.3%7.4%41.6%4.5%4.8%40.7%2.4%5.6%Source:GroupMTYNYSummer2011TVInternetRadioNewspaperMagazinesOutdoors2012fIndiaAdSpend200438.5%412012fIndiaAdSpend2004$17M$353MMSource:GroupMTYNYSummer2011TVInternetRadioNewspaperMagazinesOutdoors2012fIndiaAdSpend2004Source:ConfidenceGap:Acontinuedlag,anunder-investedmarketConfidenceGap:MarketersStillLagConsumersSource:eMarketer2008,EdisonMediaResearch2008,MRI2008,NielsenMediaResearch2008,
Neo@OgilvyMediaAnalytics,PricewaterhouseCoopersLLP,WilkofskyGruenAssociate.November2009Report,eMarketerJun2010"OnlineAdSpendBouncesBack"andForresterDec2010"UnderstandingtheChangingNeedsoftheUSOnlineConsumer"%ConsumerTimeSpentOnline%AdvertisingDollarsSpentOnlineTheMarketingConfidenceGapMarketersStillLagConsumersSDigiMarketingImperativesDigiMarketingImperatives01FromP-O-EtoP-U-C01FromP-O-EtoP-U-CMarketerOrganizingPrinciple-POEPaidOwnedEarnedMarketerOrganizingPrincipleConsumerOrganizingPrinciple-PUCParticipationUtilityContributionConsumerOrganizingPrincipleMoretweets,lowerthepriceMoretweets,lowerthepriceConsumerOrganizingPrinciple-PUCParticipationUtilityConsumerOrganizingPrincipleSource:MobileAppsWorldwideForecast2011-20159.00AMSINGTELSlidetounlockFriday,March179:002011201589.0B18.4BSource:MobileAppsWorldwideNike,Becks,
Smirnoff,Tigerbeer
&Adidashelpyoutofindactivitiesaround
yourlocationNorthFaceprovidesyouwiththelatestSnowreportsNIVEAtellsyouwhatsunlotionyoushoulduseOnceaweekOnceaquarterBrandedUtilityProliferationNike,Becks,
Smirnoff,TigerConsumerOrganizingPrinciple-PUCParticipationUtilityContributionConsumerOrganizingPrincipleLoyalty/PurchaseInfluence/Word-of-MouthNewDimensionofCustomerValueCustomerContributionLoyalty/PurchaseInfluence/FansitesViralvideosBlogpostingsVotingConsumercritiquesCo-creationCrowdsourcingCustomerfeedbacksurveysLoyaltyclubsonlineVirtualfaneventsOnlinecorporateeventsOnlinepre-orderingFriend-get-friendcampaignsBulkpurchasingonlineParticipationinonlinepromotionsUseofcompany’svirtualgoodsProductcustomizationandsharingSecondlymarkets(E-Bay)CustomerContributionFansitesVirtualfaneventsCusInvitingcommunitymembersoftoopenlysubmittheirideasforthenewMujiproduct.Morethan50ofMujiproducthasbeendevelopedfromthiscommunity.CommunityDrivenProductInnovationInvitingcommunitymembersof02ContentEcosystems02ContentEcosystemsContent=DigitalBaitContent=DigitalBaitWATSONonJeopardy!WATSON金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件Topline
ResultsXXXinvalidatedLeadVenueXXXinWinRevenueTopline
ResultsXXXinvalidate03SocialattheCenter03SocialattheCenter04DataValueExchange04DataValueExchange金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件DataValueTransactionPredictivemodels/RecosCustomeruserpreferencesPersonalcomparisonstoaverageValuepromptsOfferbundlesParticipationincentivesCo-branddatasharing/offersPersonalhabitstrackingDataValueTransactionPredicti金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件05ManagingConsumerTrust(Constantly)05ManagingConsumerTrustTimBerners-Lee,DeveloperoftheInternetBBCInterview,March18,2008Onpersonaldata:“It’smine–youcan’thaveit.
Ifyouwanttouseitforsomething,thenyouhavetonegotiatewithme.
Ihavetoagree.IhavetounderstandwhatI’mgettinginreturn.”TimBerners-Lee,Developerof金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件Thankyou!Thankyou!金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件graduationthesisdefensereportgraduationthesisdefensereportdefensereportgraduation開題報(bào)告論文答辯學(xué)術(shù)報(bào)告graduationthesisdefenserepograduationthesisdefensereportgraduationthesisdefensereportdefensereportgraduation演示完畢感謝觀看學(xué)術(shù)報(bào)告graduationthesisdefenserepoKentWertimeChiefOperatingOfficerOgilvy&MatherAsiaPacificTheDigiMarketingImperativeKentWertimeTheDigiMarketing54TectonicChangesTectonicChangesTheGlobalUserBase1996Asia44%ofglobal2012U.S.
11.7%Restofworld88.3%U.S.
66%Restofworld34%China22.9%Japan4.6%India4.7%TheGlobalUserBase19962012U.TheDigitalDeviceShift1Millionnewdevices
connecteddailyTheDigitalDeviceShiftTheDigitalDeviceShiftToward10BillionTheDigitalDeviceShift金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件618DigiMarketingShift:Adefiningtopicfor
agenerationofmarketingDigiMarketingShift:ThreeErasofDigitalMarketingNew&Experimental90’sMass&
Mainstream00’sPredominant
&Pervasive10’sThreeErasofDigitalMarketinGlobalAdSpend$500BillionGlobalAdSpend$500Billion2012fGlobalAdSpend200441.5%4.3%6.5%26.1%15.4%6.0%43.7%18.6%5.2%16.6%9.8%5.9%Source:GroupMTYNYSummer2011TVInternetRadioNewspaperMagazinesOutdoors2012fGlobalAdSpend200441.5%42012fGlobalAdSpend2004$16B$100BSource:GroupMTYNYSummer2011TVInternetRadioNewspaperMagazinesOutdoors2012fGlobalAdSpend2004SourceIndiaAdSpendIndiaAdSpend2012fIndiaAdSpend200438.5%0.6%2.0%47.2%4.3%7.4%41.6%4.5%4.8%40.7%2.4%5.6%Source:GroupMTYNYSummer2011TVInternetRadioNewspaperMagazinesOutdoors2012fIndiaAdSpend200438.5%412012fIndiaAdSpend2004$17M$353MMSource:GroupMTYNYSummer2011TVInternetRadioNewspaperMagazinesOutdoors2012fIndiaAdSpend2004Source:ConfidenceGap:Acontinuedlag,anunder-investedmarketConfidenceGap:MarketersStillLagConsumersSource:eMarketer2008,EdisonMediaResearch2008,MRI2008,NielsenMediaResearch2008,
Neo@OgilvyMediaAnalytics,PricewaterhouseCoopersLLP,WilkofskyGruenAssociate.November2009Report,eMarketerJun2010"OnlineAdSpendBouncesBack"andForresterDec2010"UnderstandingtheChangingNeedsoftheUSOnlineConsumer"%ConsumerTimeSpentOnline%AdvertisingDollarsSpentOnlineTheMarketingConfidenceGapMarketersStillLagConsumersSDigiMarketingImperativesDigiMarketingImperatives01FromP-O-EtoP-U-C01FromP-O-EtoP-U-CMarketerOrganizingPrinciple-POEPaidOwnedEarnedMarketerOrganizingPrincipleConsumerOrganizingPrinciple-PUCParticipationUtilityContributionConsumerOrganizingPrincipleMoretweets,lowerthepriceMoretweets,lowerthepriceConsumerOrganizingPrinciple-PUCParticipationUtilityConsumerOrganizingPrincipleSource:MobileAppsWorldwideForecast2011-20159.00AMSINGTELSlidetounlockFriday,March179:002011201589.0B18.4BSource:MobileAppsWorldwideNike,Becks,
Smirnoff,Tigerbeer
&Adidashelpyoutofindactivitiesaround
yourlocationNorthFaceprovidesyouwiththelatestSnowreportsNIVEAtellsyouwhatsunlotionyoushoulduseOnceaweekOnceaquarterBrandedUtilityProliferationNike,Becks,
Smirnoff,TigerConsumerOrganizingPrinciple-PUCParticipationUtilityContributionConsumerOrganizingPrincipleLoyalty/PurchaseInfluence/Word-of-MouthNewDimensionofCustomerValueCustomerContributionLoyalty/PurchaseInfluence/FansitesViralvideosBlogpostingsVotingConsumercritiquesCo-creationCrowdsourcingCustomerfeedbacksurveysLoyaltyclubsonlineVirtualfaneventsOnlinecorporateeventsOnlinepre-orderingFriend-get-friendcampaignsBulkpurchasingonlineParticipationinonlinepromotionsUseofcompany’svirtualgoodsProductcustomizationandsharingSecondlymarkets(E-Bay)CustomerContributionFansitesVirtualfaneventsCusInvitingcommunitymembersoftoopenlysubmittheirideasforthenewMujiproduct.Morethan50ofMujiproducthasbeendevelopedfromthiscommunity.CommunityDrivenProductInnovationInvitingcommunitymembersof02ContentEcosystems02ContentEcosystemsContent=DigitalBaitContent=DigitalBaitWATSONonJeopardy!WATSON金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件Topline
ResultsXXXinvalidatedLeadVenueXXXinWinRevenueTopline
ResultsXXXinvalidate03SocialattheCenter03SocialattheCenter04DataValueExchange04DataValueExchange金屬質(zhì)感年計(jì)劃-年終總結(jié)案例47P課件DataV
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