Unified marketing - ecosystem of touchpoints

Unified MarketingGoing Beyond Integrated Marketing Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.February 8, 2012. 1

Media has Evolved Always on Always informed Always connected banner ads search ads One-way Media Two-way Media Many-Way MediaFebruary 8, 2012. 2

Users have Evolved PUSH PULL • Direct marketing People ignore “interruption media” and • Email marketing only pay attention to information they are • Online marketing seeking. (“Purple Cow” by Seth Godin) • Sports marketing • Word of mouth marketing • Guerrilla marketing • Blog marketing • Event marketing • Product placement • In-game marketing • Sponsorships Advertisers push message out Users do their own researchFebruary 8, 2012. 3

User Habit: “search” Most modern users look no further than page 1 Page 1 … if they can’t find you, you don’t existFebruary 8, 2012. 4

User Expectation: “now” Screen shots of how websites appear on Blackberries JnJ.com Novartis.com GSK.com … if they can’t find you right now, they’ll leave.February 8, 2012. 5

Users research products onlineFebruary 8, 2012. 6

Advertisers can no longer… … just shout their ads at people.February 8, 2012. 7

Advertisers need to put … BRANDPRODUCT PRODUCT PRODUCT CUSTOMER customer customer segment segment customer segment Product - Outward Customer - Centric … customers in the middle.February 8, 2012. 8

Unified Marketing™ YouTube videos Search Optimization LinkedIn Group © Marketing Science - Use with Attribution: www.mktsci.com … plots all marketing tactics against customers’ information needs, and identifies redundancies and gaps in marketing spending.February 8, 2012. 9

Digital is the “thread” … 1st screen 2nd screen 3rd screen awareness consideration choice purchase advocacy • Television • Display Ads • Search Ads • In-store • Social Media • Print • Search Optimization Marketing • Radio • Email • Mobile Marketing … that ties all tactics together.

Dr. Augustine Fou – Chief Digital Strategist “I help traditional advertisers make the transition to digital by providing them objective advice rooted in deep, hands-on experience. I help them map marketing tactics (both traditional and digital) to business strategy and objectives.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouFebruary 8, 2012. acfou@mktsci.com

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Unified marketing - ecosystem of touchpoints

by Augustine Fou

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