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Digital Marketing in a Downturn

Submitted by on Saturday, 16 May 2009No Comment

For those of you who may have missed his latest presentation, we have pleasure in attaching the link to Dr Ian Fenwick’s recent talk at the British Chamber of Commerce Thailand on ‘Turn to Digital in a Downturn’.

Ian gave the audience plenty to think about as he deftly blended the latest research with practical tips on how companies can connect better with their customers without paying an arm and a leg for advertising.

Key points from his presentation include:

♦ Marketing spend on digital (at only 1.1% of marketing budgets on average) is asymmetric to the time spent online among target customers

♦ Companies have poor methods of tracking their ROI online. Hence opportunities are being wasted

♦ Many companies are unwittingly cutting out the digital communication channel with their customers and potential customers by poor attention to detail

And from a practical perspective:

♦ There are good and cost-effective means of increasing customer awareness and spend online through targeted search and more effective web design

♦ Larger companies are also taking advantage of the web to present themselves in an authentic way, using blogs and online forums to handle customer feedback, as well as connect customers to their front line

♦ Effective digital marketing sticks to the ‘4Ps’ (Permission,  Participation Personalisation, Particulars)

With a number of companies looking to maximise the value of their marketing spend,  Ian’s talk certainly couldn’t have come at a better time. The slides from the presentation can be seen here:

Dr Ian Fenwick’s slideshare presentation


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