Digital marketing and financial services

digiAindra

Prepared for K-BankMay 6, 2010

Copyright © by digiAindra Co., Ltd. All rights reserved

DigiMarketing: Implications for Financial Service Industry

Turnkey Digital Marketing [email protected]

Copyright © by digiAindra co., ltd. All rights reserved

digiAindra

Part 1

Part 2

Part 3

Part 4

Agenda

digital media

changing behavior

4 P’s of digiMarketing

future


digiAindraDigital Media

NASDAQ IXIC Composite Index

1.8b+ internet users


digiAindra

Asia 42% of all users(20% penetration)

China 384 million (29%)

20091.8 billion +

Source: http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG

www.internetworldstats.com/


digiAindra

> Top 10

DevelopedMarkets

USA, Japan, Germany, France, UK, Italy, Spain, South Korea,

Canada, Australia

Top 10 Emerging Markets

Brazil, Russia, India, China, Mexico, Turkey, Indonesia, Iran,

Poland, Saudi Arabia

Technology/Internet Trends, Mary Meeker , presentation at Web 2.0 Summit, Nov 5 2008,

Not just developed countries


digiAindraThailand: 13.5m 21%Bangkok:

Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008

biz decision-makers 80%top management 93%

www.internetworldstats.com/stats3.htm#asia

digiAindra


digiAindra

Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

Magazines 5

1.1%

14Internet (excl. email)hours/week

% of total mktg spend Thailand,

200818%

6%

digiAindra

54%

19TV

5Newspapers

Media use, hours/week, upmarket adults, Bangkok,


digiAindra

Newspapers

Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

TV

1.1%

Internet (excl. email) 17hours/week

% of total mktg spend Thailand,

200818%

6%

54%

Magazines 5

TV 17

4Newspapers

digiAindraMedia use, hours/week, upmarket adults, Bangkok, 25-34 years old,


digiAindraJan 5, 2010: Thailand world’s 2nd fastest growing Facebook community

http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market


digiAindra

http://www.facebakers.com/countries-with-facebook/TH

April 30, 2010: Thailand 3.24 m Facebook users


digiAindra

http://www.facebakers.com/countries-with-facebook/TH

large populations &

growing internet

connectivity, are pushing

Asia’s Pacific Rim

countries to the

forefront on Facebook…

“

April 30, 2010: Thailand 3.24 m Facebook users


digiAindra

Part 2

Part 3

Part 4

Part 1

Agenda

digital media• mainstream• growing• Asian


digiAindra

Part 1

Part 3

Part 4

Part 2

Agenda

digital media

changing behavior


digiAindraInternet passes TV, Q4 2009, Cda

Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720

Actively using the internet

Watching television

Listening to the radio

Reading newspaper

Reading magazines

18.1

16.9

8.9

2.9

1.4

Time Spent on Various Media in Past Week

Hours


digiAindraInternet passes TV, Q4 2009, Cda

Source: Inter@ctive Reid Report http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=4720

Actively using the internet

Watching television

Listening to the radio

Reading newspaper

Reading magazines

18.1

16.9

8.9

2.9

1.4

Time Spent on Various Media in Past Week

Hours

Q3/2008 Q1/2007

1.6 1.5

3.3 3.0

10.0 9.1

15.8 15.1

14.9 15.0


digiAindraMost essential medium, US 2010

Arbitron & Edison Research

http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php

http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf

42%

37%

14%

5%

“Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?”


digiAindraInteractive TV – 07Show

http://www.manytv.com/07show/

ก่�อนออก่อาก่าศผู้�เล่�นควรเตร�ยมต�วให้พรอม แล่ะควรประจำ�าที่�� ก่�อนออก่ อาก่าศ 1.30 ชั่��วโมง แล่ะใส่�ห้�ฟั#งไวตล่อดเวล่า ในคอยฟั#งก่ารเที่ส่ต&ส่�ญญาณ

ก่�บที่างที่�มงาน (ที่างที่�มงานจำะที่�าก่ารที่ดส่อบความพรอมที่�ล่ะคน)

เล่�นเกมส์� Webcast ออกรายการส์ด


digiAindra


digiAindraBehavior Changing

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


digiAindraBehavior Changing

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


digiAindraThailand:

http://www.masterintelligence.com/reports.jsphttp://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf

shop online“extremely/very satisfied”

with online shopping

44% 43%

63%

93%86%87%

Aged 18-64, with personal bank accounts, & who accessed the internet at least once a week

India, Thailand & New Zealand are leading the curve, with more than 90% ...very satisfied

“


digiAindraThailand:

http://www.masterintelligence.com/reports.jsphttp://www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf

shop online“extremely/very satisfied”

with online shopping

44% 43%

63%

93%86%87%

Aged 18-64, with personal bank accounts, & who accessed the internet at least once a week


digiAindraOnline spending increasing

December 2009 January 2010 February 2010$0

$100

$200

$300

$400

$500

$600

$409 $388

$550Average spent over all online transactions

Master Card Survey: Thais ages of 18 and 64 years with personal bank accounts and who accessed the internet at least once a week.

http://www.masterintelligence.com/reports.jsp

www.mastercard.com/hk/personal/en/wce/pdf/100225_Online%20Shopping_HK%20Fina_eng.pdf

Online shopping

has become essential

to more than half of the

respondents from

China, Korea, Japan,

India & Thailand“


digiAindra


digiAindra

Digital Marketing (digimarketing) is the evolution of marketing, happening when the majority of a company’s marketing uses digital channels

“DigiMarketing


digiAindra

[US] marketers’ digital spending to overtake print for the first time ever…

http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100308005991&newsLang=en

Source: Outsell, March 8, 2010

“Marketing catching up


digiAindra

2009e2009 baht*2008 baht % growth

TV 49.9 m 51.9 m 4%

Radio 6.9 m 6.1 m -11%

Print 21.1 m 19.1 m -9%

Outdoor 6.4 m 6.5 m 2%

Internet 0.17 m 0.25m 44%

TOTAL 88.6 m 89.0 m 0%

Thailand

Nielsen Media Research, reported in Marketing and Media, Mindshareworld Co Ltd : Yr 2009 estimated


digiAindra

Source: http://www.imoderate.com/main/newsID/50/do/press_release_Detail

digimarketing

What does it say about a brand if

they aren’t involved with

sites like Facebook or

Twitter?

“ It shows they’re not really with it or in tune with the new ways to communicate with customers

female aged 18-24


digiAindra


digimarketing




Twitter?

“ they’re not interested in the demographic that frequents Facebook & Twitter, or they’re unaware of the opportunity

male aged 35-39


digiAindra


digimarketing




Twitter?

“it's EXPECTED that a company have some digital face…they need a strong electronic presence or you doubt their relevance

female aged 50-54


digiAindra

Part 1

Part 3

Part 4

Part 2

Agenda

digital media

changing behavior• opportunity• agile• new mindset


digiAindra

Part 1

Part 2

Part 4

Part 3

Agenda

digital media

changing behavior



digiAindra

Product

PricePlace

Promotion

4Ps


digiAindra

Permission

Participation

4Ps

The 4Ps of digimarketing

• Clear opt-in• Easy opt-out• Customer-chosen content & frequency• Relevance


digiAindradigiAindra

35


digiAindradigiAindra

36

Audience is as antique a term as record, the one archaically passive, the other archaically physical

“William Gibson


digiAindraToday’s Consumers


digiAindraParticipation

Source: OgilvyOne, Thailand



Source: AsiaSoft, Thailand



HSBC-"Your Point of View", Live Theatre Windows Campaign ; http://www.youtube.com/watch?v=Pn8oEn0WHnY



Source: http://www.slideshare.net/rashmi/meet-dave-meet-slideshare


digiAindra

Permission

Participation

4Ps


Profile (Privacy)


digiAindraPersonal Financial Assistant

http://www.mint.com/

http://websha.com/mint.com


digiAindraMint is now aggregating data from its 1.5 m users & mining it for personal spending trends

http://www.fastcompany.com/blog/chris-dannen/techwatch/mintcom-add-data-mining



digiAindra


Report Summary


digiAindra


Report Summary

Eventually, we’ll do this for research …creating a streamlined for-pay service allowing businesses to mine spending habits

““definitely

potential for a

financial adviser

product down the

line


digiAindraMy Money Skills

http://www.mymoneyskills.me/english/gt/main.jsp


digiAindra

Permission

Participation

4Ps


Profile (Privacy)

Personalization


digiAindraPersonalization





Source: Ogilvy Brazil

http://www.youtube.com/watch?v=lH-PK9MM45U


digiAindra

Permission

Participation

4Ps


1http://www.emarketer.com/Article.aspx?R=1007599

2http://www.networkadvertising.org/pdfs/NAI_Beales_Release.pdf

Profile (Privacy)

Personalization

behaviorally targeted ads twice as effective

“


digiAindraPersonalization or stalking?

Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html

http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html

Surprise

me: don’t

scare me! “

http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html


digiAindraPersonalization or stalking?

Source: http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html

http://www.seo-chicks.com/872/behavioral-based-ads-bad-for-publishers-and-scary-for-users.html

Surprise

me: don’t

scare me! “

way too invasive for me…I have blocked Criteo ads completely

“

dynamic serendipity“

http://www.nonlineblogging.com/blog/2010/2/22/surprise-me-dont-scare-me-behavioural-targeting-and-dynamic.html


digiAindra

Permission - Participation Profiling - Personalization

engagein a social context

DigiMarketing


digiAindraSocial networks are mainstream life

http://www.southparkstudios.com/episodes/267112/


digiAindra

Part 1

Part 2

Part 4

Part 3

Agenda

digital media

changing behavior

4 P’s of digiMarketing• Permission - Participation

Profiling - Personalization

Engage in a social context


digiAindra

Part 1

Part 2

Part 3

Part 4

Agenda

digital media

changing behavior


future


digiAindra

Top 10 Most Innovative Companies in Finance

http://www.fastcompany.com/mic/2010/industry/most-innovative-finance-companies

http://thefinancialbrand.com/11006/9-considerations-about-financial-innovation/

eight of the 10 most innovative companies in the financial industry aren’t banks

“


digiAindra

“Generation Y” is an important demographic

The Asian Banker, April 23, 2010

http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocument


digiAindra

“Generation Y” is an important demographic

The Asian Banker, April 23, 2010

http://www.asianbankerpublication.com/A556C5/update.nsf/0/A3FEE82395970A894825770E000EC9A5?opendocument

Asian banks in particular, are seen as

lagging behind the use of social media

compared to their counterparts outside of Asia

most banks don’t place enough emphasis on innovation as they are used to pushing

information to their customers.

with the emergence of user-generated content…banks are having to deal with the flow of reactions about their services & products at an intensity & pace that most cannot even recognise, much less catch up to, Katkov, SVP Asia of Celent’s Asia Research Group social network’s being the second most

powerful influence over a person’s

branding choice, social media is something

banks can no longer ignore.

Catalysts for Change - The Implications of Gen Y Consumers for Banks” has shown that Generation Y’s spending is poised to surge from $600 billion in 2009 to $2.45 trillion by 2015.


digiAindraDexia Bank: creates Axion for 12-25 year olds

http://www.dexia.be/nl/Particulier/VIADEXIA/LandingPages/LP_Axion/

http://www.axionweb.be/static/FR/index.aspx

http://thefinancialbrand.com/10010/dexia-axion-bank-banner-concerts/



digiAindraAxion

Created rock concerts on banner ad sized stage

http://www.youtube.com/watch?v=G5tW1JJqe3U





digiAindraDexia Bank

Showed the concerts in banner ads

http://www.dexia.be/nl/Particulier/VIADEXIA/LandingPages/LP_Axion/



• 7 million paid impressions• embeds on bands’ fan pages &

blogs 40,000 free impressions• 45,000 unique visitors to the

microsite• 7,500 voted for favorite band

Bands (& fans) could copy and embed on their own sites


http://thefinancialbrand.com/category/branding/breakthrough-brands/


digiAindraBucks First Credit Union: Project Flipside

The Alternative to Doing Nothing: a community-based social media program

http://thefinancialbrand.com/10651/bucks-first-fcu-project-flipside-gen-y-promotion/ : March 12, 2010

use Gen-Y to communicate with Gen-Y

promoting financial literacy & the dual chequing/savings Flipside Account


digiAindraDon’t forget “friends & family”

http://thefinancialbrand.com/11342/fiserv-gen-y-banking-study/, April 14, 2010

http://thefinancialbrand.com/11342/fiserv-gen-y-banking-study/


digiAindraBucks First Credit Union: Project Flipside

The Alternative to Doing Nothing

http://www.youtube.com/watch?v=5krHcfpXoCI


digiAindraPNC Bank’s Virtual Wallet

http://www.youtube.com/watch?v=IrAr4YrKtJc&feature=player_embedded


digiAindraMy IKEA

http://www.youtube.com/watch?v=OjavjTvzIMw


digiAindraParcel AR


digiAindra

Part 1

Part 2

Part 3

Part 4

Summary

digital media• mainstream , growing, Asian

changing behavior• opportunity, agile, new mindset

4 P’s of digiMarketing•Permission, Participation, Profiling, Personalization

future

digiAindra

THANK YOU

Turn Key Digital Marketing [email protected]

Copyright © by digiAindra Co., Ltd. All rights reserved

Business

Digital marketing and financial services