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Multichannel Marketing
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Multichannel Marketing Presentation Transcript

  • 1. The Dynamics of Multi-Channel Marketing not mono channel, not multiple channels Marketing Institute of Singapore July 2010Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM
  • 2. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 3. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 4. Non linear world Own world Multiple dimensions Back to reality The Right Path© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 5. NON LINEAR WORLD© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 6. 1806 Medicine Promotion KinseitanThis Wikipedia and Wikimedia Commons image is from the user Chris 73 and is freely available at http://commons.wikimedia.org/wiki/File:Edo_period_advertising_in_Japan.jpg under the creative commons cc-by-sa 2.5 license. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 7. Newspapers Paid advertising 1800 1836© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 8. Kinetoscope parlor Dewar’s Whisky 1894 1899© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 9. Rotary Spark Transmitter Queensboro Corp 1906 1922© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 10. TV in homes Bulova Ad 1906 1941© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 11. Mobile handset First p2p SMS 1973 1994 Mass market 1990 SMS ad 1998© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 12. Internet First banner AT&T 1990 1994© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 13. Mushroom advertising effect™ Advertising Mushroom effect, F5 Digital Consulting 2010© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 14. YOU CAN NOT USE THE NEW MEDIATHE WAY YOU WANT TO USE THE NEW MEDIA© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 15. New media requires new way of working© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 16. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 17. OWN WORLD© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 18. PEOPLE DON’T TRUST US ANYMORE© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 19. They trust their friends© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 20. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 21. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 22. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 23. MULTIPLE LAYERS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 24. One receiving end© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 25. Is your budget getting bigger ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 26. Media explosion© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 27. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 28. Having website, Facebook application, augmented reality, Twitter feed does not solve your problems© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 29. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 30. REALITY CHECK© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 31. Marketers used to be in charge BRANDS CONSUMERS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 32. Consumers are now in charge BRANDS CONSUMERS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 33. Your new role as a marketer   Spot consumer   Guide consumer   Let him decide   Propose few routes   Bring him back to base© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 34. Traditional media are like pillars   Support your BRAND   Push a message   Linked to maintain foundations © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 35. New role of OWNED MEDIA : LIGHTHOUSE Marketing efforts to represent corporately your brand© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 36. New Role of PAID MEDIA : SUPPORT Marketing Media you spend to Push a message to a Consumer© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 37. © F5DC 2010 all rights limited, reproduction forbidden without approval ✗ WWW.F5DC.COM
  • 38. We cannot decide for consumers   Different technology penetration   Different needs at different times© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 39. New role of EARNED MEDIA : DIALOG Marketing Media that cost time to create propagate and maintain it adapted from Marketing profs LLC definition© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 40. NEW MEDIA is the connection   Engage the audience   Do not push a message   Interaction on consumer needs © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 41. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 42. Our responsibilities for the new media   Efforts to create the relation   Be genuine   Respect, personal   Listen   Talk   Don’t try to change me   Time© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 43. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 44. THE RIGHT PATH© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 45. 2010 engagement paradigm Always start from the consumer needs consumer is the center of strategy consumer strategy is the center of the tactics strategy tactics innovation tactics is the center of the innovation© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 46. Understand the role of each Media • Selective Media • Targeted Media • Mass Media • Passive media • Accurate targeting • Mass messaging or • Privileged Consumer • Brand image • No interaction • Quality Media Focused targeting relation • Step by Step teasing • Volume marketing • Captive audience • Brand image • Selected Moment • Increased interactivity • Passive interaction TV Press Outdoor Radio Cinema • Mass Media • Emerging Media • Targeting is needed • Accurate targeting • Enrich consumer • Very Dynamic experience interaction • Dynamic and tight • Personalized marketing interaction • Potentially Intrusive Internet Mobile 2.0© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 47. Engage Consumer into a personalize journey through multiple touch points Using the new media and traditional media to support the engagement© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 48. 360 3.6.0 vs© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 49. Consistent approach, coordinated 1 theme 1 Strategy 1 Creative Direction Dedicated Dedicated Dedicated Dedicated Dedicated Dedicated tactic tactic tactic tactic tactic tactic   Objectives   Objectives   Objectives   Objectives   Objectives   Objectives   Measurements   Measurements   Measurements   Measurements   Measurements   Measurements   Implementation   Implementation   Implementation   Implementation   Implementation   Implementation One Main Goal© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 50. How to reach consumers ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 51. Example of a potential integration Corporate site Roadshow   Product information   New product presentation   Assets   Capture information and recruit prospects Campaign site   Link with the roadshow and product information   First engagement, try to convince me Facebook Google Search Twitter Radio   Emotional link   Generate traffic   Instant promotion   Contest   Discussion   Engage to roadshow   Latest offer   Push to roadshow   Quick Fix PR Print Campaign Apps   Result of contest   Main product push   Mobile connection (if needed)   Press relay   Link to website   Side angle for attraction© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 52. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 53. MORE IS NOT MORE© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 54. What not to do ?   Have multiple channels, not ✗ linked   Send eDM without real information   Spam the entire earth with your products   Have no link from event   No follow up on first contact© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 55. The must do of modern marketers Especially if you have limited budget  Call to Action ✔  Link  Relevance  Data  Cost ROI© F5DC 2010 all rights limited, reproduction forbidden without approval  Measurement WWW.F5DC.COM
  • 56. Marketing belong to marketers This is not a website She is not a Social Campaign© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 57. Introduction to ROMI Planning - Preparation Campaign Follow up activity AUDIENCE ENGAGE CTA SALES How do you get me to do what you Activity Sales would like me to do ? the right audience ? How much does it cost per tactic to Total cost of the How much sales bring me to your CTA activity does it generate© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 58. Example anyone ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 59. Personalization Multi channel Engagement© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 60. Each client is uniqueEach company is uniqueEach solution is unique© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 61. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 62. http://www.fujixerox-transpromo.com/eng/© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 63. Conclusion   Go watch the movie© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 64. Conclusion   360 is not 3.6.0   Multichannel is not multiple channel   Planning and strategy   Measurement   Consumer is key   Back to reality© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 65. Thanks.Do you have any question ? http://bit.ly/aEmARR f5dc gregbirgeGregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM