Digital Marketing Strategies 2013

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Digital Marketing Strategies 2013

• Digital Marketing “Now and Then” • Online Consumer Behavior • Online Marketing Tools • Search Engine Optimization (SEO) • Video Marketing for (Branding, Customer Education & Sell) • Social Media Marketing & Mobile Marketing

By Prasit Worachatrawanit

New Media & E-Commerce Director Email: marketing@prasit.com

ThaiMail & ThaiAmazon Founder ARiP Public Company Limited

My Works

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5 Star Chicken

Turn lower grade product to be “STAR”

Are all marketer liars?

Chicken Essence (Soup)

Chicken Essence (Tablet)

Is it make you smarter? Really?

One chicken can turn to many chicken Essence products = $$$

This coffee make you slim?

Miracle products produce from ordinary things + story.

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Do you miss NYC? Just Buy “Canned Air”

Only

$10

And this is a “Canned Air” too. But….

“Canned Air” from China is Bringing the Attention to Beijing's Smog, Piss-Poor Air Quality.

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99 cent, 500,000 balls/month

AntennaBalls.com

Success is all about having a ball

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Animated Hitch Critters

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What’s real? คนหหนวกไดยนคนเปนไบบอกวา คนตาบอดเหนคนขาเปก าลงวงแขง

Value Added Packaging

Turn bottle cap to be lens for closer & bigger product.

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Value Creation

20 Baht OMG

“พระเจาชวย...กลวยทอด” กลวย+แปง+งา+น ามน +…ถงกระดาษ นสพ.

Tokyo Banana “ขนมโตเกยว+กลวย

+ซองพลาสตก +…กลองกระดาษหร

Value Creation

500 Baht

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$20 @

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Add emotion on your packaging

Add emotion on your packaging

ยาดมโชคด

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“Bait & Hook” Business Model

Jump to Subscription Model

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Waste = Money --------- 1

Money = Things --------- 2

1 + 2 Waste + Money = Money + Things

Waste = Things

Waste -> Things -> Money

Customer Shop Waste Buyer

ราน 0 บาท ขยะแลกของ ของแลกเงน

Business Model Equation

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Turn Waste To Things

“Bid Your Sweat” campaign allowed runners to bid products online with using kilometers tracked by Nike+

“Generous Store” one-day pop-up accepted generosity instead money when you buy chocolate from store.

Generous & Social Minded brand

Sweat = Money

Innovative Payment System

http://www.youtube.com/watch?v=_cNfX3tJonw

http://www.youtube.com/watch?v=5Zhsuh7ba9Q

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http://www.youtube.com/watch?v=kmrc8ZJld8A

Lets Caffe Latte Printer

http://www.youtube.com/watch?v=-X9ZT0iLcOM

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Amazon Birthday Gift

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

Embraer Flying Book

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

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New offering on free shipping for Kmart purchases under 150 lbs.

Free shipping for pants, drawers, nightie, single bed , etc. under 150 lbs.

About 20 million views within 3 weeks.

http://www.youtube.com/watch?v=hL4lSavSepc

Kmart Big Gas Saving

http://www.youtube.com/watch?v=m1yir-p68xM

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Kate Spade - Interactive store windows & same day delivery

http://www.youtube.com/watch?v=_DJfuKz2lso

Instagram for photo – OneSec for 1 sec. video

Copy & Development = new product

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Opposite Idea = new product

Un-Instagram = Normalize

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Social Media Trap Robber: Where is the money? Victim: Just follow my Twitter & foursqaure/Geolocation.

Good Idea, Right?

Thanks, Man.

A hybrid is the combination of two or more different things, aimed at achieving a particular objective or goal.

“Hybrid” Definition

Hybrid Bike Hybrid Energy Car Hybrid Camera

HCP

Kodak: Slow move & don’t believe in digital… Sony: Difficulty to connect each product to work together.

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Why Internet?

67M

Thailand Population

24M

Thailand Online (33%) 22M

Use Google Search (98%)

12M

Research Online, Bought Offline (50%)

10M

Have Bought Online (42%)

Source: Nectec, Google, Mastercard Survey, IDC Research

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1990s

Long Ago, People Danced @ Concerts

2010s

Now They Video / Click / Share / Tweet…

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การใชเวลากบ”สอ”ของคนไทย อนเทอรเนต 16.6 ชวโมง ดทว 10.9 ชวโมง ฟงวทย 5.2 ชวโมง อานหนงสอพมพ 3.7 ชวโมง

ทมา: Nielsen 2012

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Source: BBMG

Customer 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 campaigns

• Bulk purchasing online

• Participation in online promotions

• Use of company’s virtual goods

• Product customization and sharing

• Secondly markets (E-Bay)

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• อาน/โหลด/วว/โหวด/โพสต/แชร/แชท Read/Load/View/Vote/Post/Share/Chat (UGC)

• จองจออนๆ มากกวา”ทว” Screenager ( Tripple screens/watch > read)

• ใชอปกรณดจตอลเปนหลก

Digital Native (Good/Fun/Now)

• นยมดภาพนง วดโอ ภาพเคลอนไหว มากกวาตวหนงสอ • ชวตไรสาย ไมหยดนง สอสารตลอดเวลา Mobility (Always On)

พฤตกรรมผบรโภคในโลกออนไลน

http://directory.truehits.net/keyword.php

What are Thai people searching?

ขอมล Keyword หมวด "การศกษา“ http://business.truehits.net/keyfile/key_1.php ขอมล Keyword หมวด “ราชการ องคกร“ http://business.truehits.net/keyfile/key_2.php

ขอมล Keyword หมวด “อนเทอรเนต“ http://business.truehits.net/keyfile/key_3.php

ขอมล Keyword หมวด “คอมพวเตอร“ http://business.truehits.net/keyfile/key_4.php

ขอมล Keyword หมวด “ธรกจ” http://business.truehits.net/keyfile/key_4.php

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http://www.google.com/trends/explore

Social Network – Is FB still King?

Thais love “song” :D

We love “movie” & YouTube.

Life is “game”.

We’re always find a (new) job.

Search for “Google”?

E-Mail never die?

Movie Music Drama

Drama Music

Tax Drama

Gold

Movie Movie

เผาพนธ (Tribe) สาวก/แฟนคลบ ค คา/พนธมตร

คนแปลกหนา เพอน ลกคา ประชาสมพนธ แกปญหาใหลกคาดวยกน พนกงานขาย ผผลตสนคา นกลงทน ฯลฯ

มตของค าวา”ลกคา”ในโลกออนไลน

Online Marketing Basic

Know Who VS Know How

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Now is Better

+

The future is now

Wording Tactic

“โอเปอเรเตอร ก าลงรอรบสายคณอย โทรมาไดเลยคะ”

“ถาโอเปอเรเตอรไมวางรบสาย กรณาตดตอใหมอกครงนะคะ” หรอ

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What Does It MEME? เลยนแบบตกก

“เปนคนอสานมาท างานในเมองหลวง...ยงไมมแฟน...” Nyan Cat Gangnam Style

MEME = Hyper Viral

http://doggelganger.co.nz/

Customer & Consumer

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Try Before You Buy

http://www.ditto.com/

www.petscrematorium.com

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Jump to Bait & Hook Model

http://www.dollarshaveclub.com/

http://www.youtube.com/watch?v=ZUG9qYTJMsI#at=14

Affiliate Marketing (jeedjard.com)

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iTunes iTunes Store iPod

Apple re-structures music (mobile) industry

Distribution Business Model Usability

Amazon.com is trying to re-structures book industry

Kindle Store

“Kindle software “ for PC, Mac,

iPhone, iPod Touch Kindle (DRM)

Kindle e-book reader

dlo.com (everythingipod.com) bookstop.com.au butlerbag.com

nandahome.com

Online Business Tale octodog.net

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“There are two ways to build a successful company. One is to work very, very hard to convince customers to pay high margins. The other is to work very, very hard to be able to afford to offer

customers low margins.” Jeff Bezos, CEO of Amazon.com

Order online, pick up at Locker near your home.

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Amazon turns store to showroom with app.

It’s offering up to $15 in discounts to people who use its price comparison app on their mobile devices on this Saturday

Download app -> Location enabled -> Get more 5% discount on Amazon

Amazon will pass Walmart in 2017

• Book Store Threat • Retail Threat (sell everything)

• Showrooming Problem • Walmart Killer (Same Day Delivery)

Purchase Consumption Purchase Consumption Purchase Consumption

Amazon’s faster shopping (Real Time Marketing)

Kindle integrates purchase into consumption

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Store Combats Showrooming

With $5 “Just Looking” Fee

one store owner in Brisbane, Australia

Retailing Move

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Walmart.ca turns bus stops into QR code enabled mobile virtual stores.

There’re 50 online bus store in Toronto, Canada

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E-Commerce delivery in your car cardrops.com

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How to push your BUY button on your brain

Target The Primal Brain

• Sex, anyone? • Hunger pains • Get moving • Contrast • Love & Hate • End (Prioritize) • In scarce supply • Keep It Concrete

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My Water…

My Look… That you like ;P

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Target The Emotional Brain

• Empathy • What’s in a story?

Target The Rational Brain

• Going with your gut • Authority (Influencer, Guru, celeb, etc.)

Data, Formula, Logic…

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Want people to like you?

Give them a hot drink :D

How to use neuromarketing technique.

Micro-lending site

http://www.kiva.org

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Brand, Logo & Customer Stories

Great slogan + your Brand!!!

I Love BA OK

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Are You Left Brain, Right Brain or Both?

Right-Brain Left-Brain

Right-Brain Left-Brain

Are You Left Brain, Right Brain or Both?

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Left – Left = Dedicated high, cold & perfectionist. Right – Right = Like the challenge, Not like pleasantries. Right – Left = Full consideration, traditional, indirect type. Left – Right = Like care about other people, the type of leader.

Are You Left Brain, Right Brain or Both?

How Marketing Makes Profit. Author: Dr. Alan Francis (Cindy Cashman)

http://www.cindycashman.com/

No. of pages : 128 Pages. (up from 96 Page.)

First Published: 1995 Price: $5

Kindle Edition OVER 1 MILLION COPIED SOLD!!!

http://www.youtube.com/watch?v=d9eF3F8tg2M

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• Advertising • Brand Management • Consumer behavior • Direct Marketing • Distribution • Packaging

• Pricing • Promotion • Public relations • Sales • Services • etc.

“Functions are more Important than Form”

Marketing Functions

Revenue

Profit

Marketing “Creating Demand”

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http://www.youtube.com/watch?v=sk2Lfgh1c4Q