Digital Disappointments: how to dodge them

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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

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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


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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


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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.


#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.


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!)


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


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.


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#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


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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


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#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


digiAindraPomegranate from https://www.flickr.com/photos/74444001@N00/15799835919/ Samantha Durfeeto seeds of a pomegranate. Think many small segments


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




#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!


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shareable

subtle not marketing

resonatethe 2nd edition title was much better!Stories that get shared are:


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


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





#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


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#1 TEST, IMPROVE, REPEAT

#6 NOT A DASH OF DIGITAL

Digital Disappointments: how to dodge them

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