1、Kent WertimeChief Operating Officer Ogilvy&Mather Asia Pacific The Global User BaseAsia44%of globalU.S.11.7%Rest of world88.3%U.S.66%Rest of world34%China 22.9%Japan 4.6%India 4.7%The Digital Device Shift1 Million new devices connected dailyThe Digital Device ShiftToward 10 Billion8DigiMarketing Shi
2、ft:A defining topic for a generation of marketing Three Eras of Digital MarketingNew&Experimental90sMass&Mainstream00sPredominant&Pervasive10sGlobal Ad Spend$500 Billion2012fGlobal Ad Spend200441.5%4.3%6.5%26.1%15.4%6.0%43.7%18.6%5.2%16.6%9.8%5.9%Source:GroupM TYNY Summer 2011TVInternetRadioNewspape
3、rMagazinesOutdoors2012fGlobal Ad Spend2004$16B$100BSource:GroupM TYNY Summer 2011TVInternetRadioNewspaperMagazinesOutdoorsIndia Ad Spend2012fIndia Ad Spend200438.5%0.6%2.0%47.2%4.3%7.4%41.6%4.5%4.8%40.7%2.4%5.6%Source:GroupM TYNY Summer 2011TVInternetRadioNewspaperMagazinesOutdoors2012fIndia Ad Spen
4、d2004$17M$353MMSource:GroupM TYNY Summer 2011TVInternetRadioNewspaperMagazinesOutdoorsConfidence Gap:A continued lag,an under-invested marketMarketers Still Lag ConsumersSource:eMarketer 2008,EdisonMedia Research 2008,MRI 2008,Nielsen Media Research 2008,NeoOgilvy Media Analytics,PricewaterhouseCoop
5、ers LLP,Wilkofsky Gruen Associate.November 2009 Report,eMarketer Jun 2010 Online Ad Spend Bounces Back and Forrester Dec 2010 Understanding the Changing Needs of the US Online Consumer%Consumer Time Spent Online%Advertising Dollars Spent OnlineThe Marketing Confidence Gap DigiMarketing Imperatives01
6、From P-O-E to P-U-CMarketer Organizing Principle-POEPaidOwnedEarnedConsumer Organizing Principle-PUCParticipationUtilityContributionMore tweets,lower the priceConsumer Organizing Principle-PUCParticipationUtilitySource:Mobile Apps Worldwide Forecast 2011-20152011201589.0 B18.4 BNike,Becks,Smirnoff,T
7、iger beer&Adidas help you to find activities around your locationNorth Face provides you with the latest Snow reportsNIVEA tells you what sun lotion you should useOnce a weekOnce a quarterBranded Utility ProliferationConsumer Organizing Principle-PUCParticipationUtilityContributionLoyalty/PurchaseIn
8、fluence/Word-of-MouthNew Dimension of Customer ValueCustomer Contribution Fan sites Viral videos Blog postings Voting Consumer critiques Co-creation Crowd sourcing Customer feedback surveys Loyalty clubs online Virtual fan events Online corporate events Online pre-ordering Friend-get-friend campaign
9、s Bulk purchasing online Participation in online promotions Use of companys virtual goods Product customization and sharing Secondly markets(E-Bay)Customer ContributionInviting community members of to openly submit their ideas for the new Muji product.More than 50 of Muji product has been developed
10、from this community.Community Driven Product Innovation02Content EcosystemsContent=Digital BaitToplineResultsXXX in validated Lead VenueXXX in Win Revenue03Social at the Center04Data Value ExchangeData Value TransactionqPredictive models/RecosqCustomer user preferencesqPersonal comparisons to averag
11、eqValue promptsqOffer bundlesqParticipation incentivesqCo-brand data sharing/offersqPersonal habits tracking05Managing Consumer Trust(Constantly)Tim Berners-Lee,Developer of the InternetBBC Interview,March 18,2008On personal data:“Its mine you cant have it.If you want to use it for something,then you have to negotiate with me.I have to agree.I have to understand what Im getting in return.”graduation thesis defense report graduation thesis defense report defense report graduation开题报告论文答辩graduation thesis defense report graduation thesis defense report defense report graduation演示完毕感谢观看
