Marketing at Dow Jones Enterprise Media Group Alan Scott, SVP & Chief Marketing Officer Dow Jones Enterprise Media Group

Global revenues of $2.1 billion Over 200 locations Over 2,000 business and financial journalists

Global revenues of $2.1 billion

Over 200 locations

Over 2,000 business and financial journalists

CV Dow Jones EMG CMO Factiva CMO Giga/Forrester VP Marketing Prescients Consultant Gartner GVP Marketing, Intl Mktg, Sales Mgt, Electronic delivery, Sales 3M Account Executive --------------------------------------------------------------- Board of Advisors: CMO Council Board of Directors: BMA, SIIA No MBA or “Marketing Training” No Blog, No Twitter (but I will….)

Dow Jones EMG CMO

Factiva CMO

Giga/Forrester VP Marketing

Prescients Consultant

Gartner GVP Marketing, Intl Mktg, Sales Mgt, Electronic delivery, Sales

3M Account Executive

---------------------------------------------------------------

Board of Advisors: CMO Council

Board of Directors: BMA, SIIA

No MBA or “Marketing Training”

No Blog, No Twitter (but I will….)

Marketing Sell something to someone Connect with Audience Segmentation & Personas Thought Leadership & Value Outside In Differentiate More than features and functions Innovate More than products Measure Everything Align with Sales

Sell something to someone

Connect with Audience

Segmentation & Personas

Thought Leadership & Value

Outside In

Differentiate

More than features and functions

Innovate

More than products

Measure Everything

Align with Sales

New Marketing Stuff E Books Blogs Blog policy Twitter Viral MySpace Webinars Podcast Video Talk Back SEO/SEM Web Communities

E Books

Blogs

Blog policy

Twitter

Viral

MySpace

Webinars

Podcast

Video

Talk Back

SEO/SEM

Web Communities

And: Print Advertising WSJ, Barrons Snail Mail PR Events Ours Others Sponsorships

Print Advertising

WSJ, Barrons

Snail Mail

PR

Events

Ours

Others

Sponsorships

E Books

E Books

Ads

Rules Markets are Global Conversations Competitive Differentiation and Competitive advantage From: product differentiation To: market(ing) differentiation by participation in the conversation Hyper-Segmented Authentic Objective Honest

Markets are Global Conversations

Competitive Differentiation and Competitive advantage

From: product differentiation

To: market(ing) differentiation by participation in the conversation

Hyper-Segmented

Authentic

Objective

Honest

My Rules for Marketing and PR Participate, as a Company Enable expert employees and extend your Marketing reach, with Codes of conduct Blogging policies Empowering those workers with insight: The global conversation Discover the new opportunities and threats Work in “real-time” Be nimble Participate by adding value, instead of just observing Be Authentic Define the corporate go-to network

Participate, as a Company

Enable expert employees and extend your Marketing reach, with

Codes of conduct

Blogging policies

Empowering those workers with insight:

The global conversation

Discover the new opportunities and threats

Work in “real-time”

Be nimble

Participate by adding value, instead of just observing

Be Authentic

Define the corporate go-to network

Create dashboards to track and measure campaigns, issues & concepts vs. competition using dynamic charts

Heat Map gives a quick snapshot view of ‘hot’ subjects & issues View a summary of key reputation drivers Create a custom chart to analyse or Access headlines & articles for more detail

View a summary of key reputation drivers

Create a custom chart to analyse

or

Access headlines & articles for more detail

Questions? Alan Scott, SVP & Chief Marketing Officer Dow Jones Enterprise Media Group