360 Degree Marketing in a Digital World

360 Degree Marketing in a Digital WorldADMA Forum KeynoteBrian FetherstonhaughSydney, AustraliaAugust 17, 2011

How do you actually do Integrated Marketing?

#1: MOST “INTEGRATED” MARKETINGISN’T

REAL 360 DEGREE MARKETING• A timed series of marketing actions• ... built around a compelling insight or idea• ... which deploys the most intelligent recipe of channels• ... to propel customers and prospects along a pathway• ... to achieve measurable business outcomes

#2 : THE 4 P’S ARE OUT. THE 4 E’S ARE IN PRODUCT PLACE PRICE PROMOTION

#2 : THE 4 P’S ARE OUT. THE 4 E’S ARE IN EXPERIENCE EVERYPLACE EXCHANGE EVANGELISM

#3 : THE STARTING POINT IS ALWAYS THE CUSTOMER JOURNEY TRIGGER EVENTS SHARE RESEARCH SHOP & USAGE PURCHASE THE CUSTOMER JOURNEY

BIGIDEA

#4 : INTEGRATION DEMANDS A BIG IDEA BIG IDEA

#5: ACT WITH DISCIPLINED AGILITY

Yaaay!Wheee! Wow!

HIGHWAY TOHELL

STAIRWAY TOHEAVEN

CREATING THE STAIRWAY TO HEAVEN

CREATING THE STAIRWAY TO HEAVEN •Ambition •Customer Journey •Platform Choices START HERE PILOT TEST #1 TIME PHASE 1 PHASE 2 PHASE 3 PHASE 4

CREATING THE STAIRWAY TO HEAVEN •Ambition •Customer Journey •Platform Choices ADD TEST #2 OPTIMIZE #1 START HERE PILOT TEST #1 TIME PHASE 1 PHASE 2 PHASE 3 PHASE 4

CREATING THE STAIRWAY TO HEAVEN ADD TEST #3 •Ambition OPTIMIZE #1, 2 •Customer Journey •Platform Choices ADD TEST #2 OPTIMIZE #1 START HERE PILOT TEST #1 TIME PHASE 1 PHASE 2 PHASE 3 PHASE 4

CREATING THE STAIRWAY TO HEAVEN ADD TEST #4 OPTIMIZE #1, 2, 3 ADD TEST #3 •Ambition OPTIMIZE #1, 2 •Customer Journey •Platform Choices ADD TEST #2 OPTIMIZE #1 START HERE PILOT TEST #1 TIME PHASE 1 PHASE 2 PHASE 3 PHASE 4

Here’s a great example of real360-degree integrated marketing in action

WATSON

Technology is enabling WATSONa new generation ofleaders and making ourplanet smarterLeadersthe world’s imagination Capture who can buildconstituency, thinksystematicallySmarter Planet Drive relevance of andcultivate an informationand analytics-led culture Shift the conversation to create demandAt IBM, we recognizethis special breed of

Let’s go,the IBM logo, ibm.com, DB2, POWER7 Systems, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at www.ibm.com/legal/copytrade.shtml. humans. Today the IBM computer Watson begins a three-day contest against Ken Jennings and Brad Rutter, two of the most successful human Let’s go, champions of the TV quiz show Jeopardy! The game poses an extraordinarily difficult set of problems for computer science. Jeopardy! clues and the categories themselves are filled with humans. puns, irony, complexity, ambiguity, double meaning—challenging for humans, confounding for computers. It is a very human kind of data. And it is the kind of data that computers are increasingly being asked to handle. Every day, the world creates more than 2.5 exabytes of new data, and more than half comes not Today the IBM computer Watson begins a three-day contest against in neat database language but in natural language, the language of Ken Jennings and Brad Rutter, two of the most successful human everyday life and business—e-mails, tweets, IMs, journals, blogs. This champions of the TV quiz show Jeopardy! highly informal content is shot through with the very kind of complex, The game poses an extraordinarily difficult set of problems for computer contextual language showcased on Jeopardy! science. Jeopardy! clues and the categories themselves are filled with puns, irony, complexity, ambiguity, double meaning—challenging for Human competitors on Jeopardy! grasp natural language clues humans, confounding for computers. intuitively and with astonishing speed. Watson, at first, took up to 2 It is a very human kind of data. And it is the kind of data that computers hours to answer a single Jeopardy! question—a formula for desperately are increasingly being asked to handle. Every day, the world creates boring television. To close the gap, IBM scientists developed more more than 2.5 exabytes of new data, and more than half comes not in neat database language but in natural language, the language of than 450 algorithmic techniques. Moreover, Watson’s errors in analysis everyday life and business—e-mails, tweets, IMs, journals, blogs. This were reduced using IBM DB2® database software in the development highly informal content is shot through with the very kind of complex, phase, and its speed was boosted by a massively parallel computing contextual language showcased on Jeopardy! platform built on POWER7 Systems™—not exotic, one-of-a-kind Human competitors on Jeopardy! grasp natural language clues computers, but the high-performance computers IBM clients use. intuitively and with astonishing speed. Watson, at first, took up to 2 hours to answer a single Jeopardy! question—a formula for desperately Watson’s three days of televised fame will soon fade. But no matter who boring television. To close the gap, IBM scientists developed more wins the challenge on TV, humankind will triumph in the end. Already, than 450 algorithmic techniques. Moreover, Watson’s errors in analysiswe are exploring ways to apply Watson’s remarkable technological were reduced using IBM DB2® database software in the development intelligence to the most pressing human challenges—in medicine and phase, and its speed was boosted by a massively parallel computing platform built on POWER7 Systems™—not exotic, one-of-a-kind law, academia and business. Watson is a tool designed to help serve computers, but the high-performance computers IBM clients use. our needs, extend our ambitions and, ultimately, make our lives and our society smarter. Let’s build a smarter planet. ibmwatson.com Watson’s three days of televised fame will soon fade. But no matter who wins the challenge on TV, humankind will triumph in the end. Already, we are exploring ways to apply Watson’s remarkable technological intelligence to the most pressing human challenges—in medicine and Watson vs the Jeopardy! champions, February 14–16. law, academia and business. Watson is a tool designed to help serve our needs, extend our ambitions and, ultimately, make our lives and our society smarter. Let’s build a smarter planet. ibmwatson.com Watson vs the Jeopardy! champions, February 14–16.ernational Business Machines Corporation 2011.

Trigger-driven demand generation 22

Trigger-driven demand generation Subject line: IBM: Put a reliable performer at the core of your operation 22

Humans win! Yesterday, the IBM computer Watson and former champions Ken Jennings and Brad Rutter concluded their series of challenges on the TV quiz show Jeopardy! And the winner was—resoundingly—humankind. Watson’s advances in deep analytics—and its ability to interpret unstructured content and natural language (like the complex, contextual, punning language on Jeopardy!)—will now be directed toward the world’s most enticing challenges.IBM, the IBM logo, ibm.com, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web Natural language is the language of our lives and, increasingly, of our businesses. Watson’s ability to discover insights in this very human data has the potential to transform industry and society. Already, we are exploring ways to apply Watson’s skills to the rich, varied language of healthcare, ﬁnance, law and academia. As a way to make the technology more accessible, we are also at work developing a “Watson cloud”—to help people and organizations understand data and answer questions they couldn’t answer before. During the four years that IBM scientists prepared Watson to compete on Jeopardy!, they came to appreciate more fully the speed, ﬂexibility and sweep of the human mind. And now, through their own extraordinary efforts, they have created a tool that will extend human potential and address many of our most pressing concerns. We believe that the technology underlying Watson will help us make our lives, our work and our societies smarter. Win-win-win. Let’s build a smarter planet. Learn more at ibmwatson.comat www.ibm.com/legal/copytrade.shtml. © International Business Machines Corporation 2011. IBM, the IBM logo, ibm.com, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at www.ibm.com/legal/copytrade.shtml. © International Business Machines Corporation 2011.

TOPLINE RESULTS34.5MMviewers

TOPLINE RESULTS Leno spoofed our TV spot Conan featured a recurring Watson skit for 3 nightsPBS NOVA devotedan entire episodeto Watson Jon Stewart Wants a Shot At IBM’s Watson 34.5MM viewers More than 1 million views of IBM Watson videos on YouTube 29,587 “Likes” Top 3 1.3 billion overall impressions

TOPLINE RESULTS 70% of America Leno spoofed was aware of Watson our TV spot Conan featured a recurring Watson skit for 3 nightsPBS NOVA devotedan entire episodeto Watson 760K visits to IBMWatson.com Jon Stewart Wants a Shot At IBM’s Watson 42% more organic traffic than 2010 Smarter Planet campaigns 34.5MM viewers More than 1 million views of IBM Watson videos on YouTube 116 client briefing nominations in first 6 weeks 29,587 “Likes” 561 Validated Leads Top 3 1.3 billion overall impressions

TOPLINE RESULTS 70% of America was aware of Watson Over $50MM Leno spoofed our TV spot Conan featured a in earned PR value recurring Watson skit for 3 nightsPBS NOVA devotedan entire episodeto Watson 760K visits to IBMWatson.com Jon Stewart Wants a $260MM Shot At IBM’s Watson in Validated Lead Revenue 42% more organic traffic than 2010 Smarter Planet campaigns 34.5MM viewers More than 1 million views of IBM Watson videos on YouTube 116 client briefing nominations in first 6 weeks $37.7MM in WIN Revenue 29,587 “Likes” 561 Validated Leads Top 3 1.3 billion overall impressions

To learn more about the future of marketing, look for The IBM Global Chief Marketing Ofﬁcer Study To be released October 2011

WHERE WILLYOU LEADUS ?

brian.fetherstonhaugh@ogilvy.com

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360 Degree Marketing in a Digital World

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