Convergence of Marketing Frameworks Paid Owned Earned by Augustine Fou CSO
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Convergence of Marketing Frameworks Paid Owned Earned by Augustine Fou CSO
- 1. Augustine Fou- 1 - Dr. Augustine Fou http://linkd.in/augustinefou April 2013 Convergence of Marketing Frameworks
- 2. Augustine Fou- 2 - Paid, Owned, Earned
- 3. Augustine Fou- 3 - Zero Moment of Truth (ZMOT)
- 4. Augustine Fou- 4 - Three Screens Television First Screen Internet Second Screen Mobile Third Screen
- 5. Augustine Fou- 5 - Digital is the “thread” … … that ties all tactics together. 1st screen 2nd screen 3rd screen • Television • Print • Radio • Display Ads • Search Ads • Search Optimization • Email • Social Media Marketing • Mobile Marketing awareness consideration choice purchase advocacy • In-store
- 6. Augustine Fou- 6 - Within the digital channel … display on left, search on right.
- 7. Augustine Fou- 7 - Marketing Continuum 2011 2016 branding performance “Soup and Soda” “Cars and Computers” Television ($69B, 2012) Digital ($32B, 2012) Facebook 11% Google 62% Other 27%57% 43% Broadcast Cable Television ($61B, 2012) Digital ($36B, 2012) Facebook 28% Google 63% Other 9%54% 46% Broadcast Cable
- 8. Augustine Fou- 8 - Digital Strategy Tree Business Strategy (roots) Digital Strategy (trunk) Marketing Tactics (branches) VideoEmail Augustine Fou- 8 -
- 9. Augustine Fou- 9 - Unified Marketing™ © Marketing Science - Use with Attribution: www.mktsci.com YouTube videos Search Optimization LinkedIn Group … plots all marketing tactics against customers’ information needs, and identifies redundancies and gaps in marketing spending.
- 10. Augustine Fou- 10 - Related Articles Unified Marketing By: Augustine Fou, February 8, 2012 Future of Advertising By: Augustine Fou, Mar 15, 2013 Biggest Lies of Television Advertising By: Augustine Fou, May 1, 2012 Digital is a Philosophy By: Augustine Fou, March 31, 2011 Augustine Fou- 10 -
- 11. Augustine Fou- 11 - Dr. Augustine Fou – Chief Digital Strategist “As more users move to mobile; sites need to adapt to serve them. But mobile will soon no longer be considered a separate channel because usage patterns are the same as desktop.” 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 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou