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    Personalized multichannel in digital world_A Personalized multichannel in digital world_A Presentation Transcript

    • Personalized Multichannel Marketing in a Digital World Fuji Xerox Singapore September 23, 2010fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM
    • Agenda Session Title Duration A Multichannel Marketing 60 minutes Break 10 minutes B 1:1 Experience 60 minutes Break 10 minutes C Measurement 60 minutes Break 10 minutes D Hands-on exercise 30 minutes E Workshop Summary 10 minutes© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Social Media does notsolve the non solvable problem© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Movies in 80s© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Multichannel Marketing   What is marketing channels today and tomorrow?   Evolution of new media channels (paid, earned, owned media)   Revolution of traditional channels (personalized direct mail, video-on-demand)   Marketing Technology: whose responsibility?   Utilize personalization & multi-channel to create the competitive edge© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 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
    • NON LINEAR WORLD© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 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
    • Newspapers Paid advertising 1800 1836© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Kinetoscope parlor Dewar’s Whisky 1894 1899© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Rotary Spark Transmitter Queensboro Corp 1906 1922© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • TV in homes Bulova Ad 1906 1941© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 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
    • Internet First banner AT&T 1990 1994© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Affinity Engines, Appiir*, Business Parc, BusinessPartnerships.ca*, Contact Network, Doostang*, ecademy, eConozco, Eliyon, EntreMate, eXtremeNetworking.biz*, FriendlyFavors, GoingProfessional, Growth Company, Im Not From Here, InterAction, ITmob, ItsNotWhatYouKnow, Join Network PLUS, LLC, Kickstart-Connect*, Konnects, LinkedIn,Link Silicon Valley, matcheroo, Mediabistro, Monster Networking, NetMiner, Netmodular Community, Networking For Professionals, Online Business Networking Resource, OpenBusiness Club (openBC), OrderGenerator, PeopleThatClick*, Point Relevance, Polypol, PowerMingle, RealContacts, ReferNet, Reunion, Ryze, SelectMinds, SeniorManagement Network*, Shortcut, Silicon Valley Pipeline, Spoke Software, Sullivan Executive Networking Community, Tacit - ActiveNet, TENG, Viaduc*, Visible Path,WisdomBuilder, Zerendipity Networks, Zerodegrees, Pingsta, XING50 Something.com, 50Yearsplus.com, ANTfriender, ArtistNow!, AveMariaSingles, Bigcampus.net,BookCrossing, Buzznet, CampusNetwork*, Classmates, Collegester, Community Zero, Company of Friends, ConnectU*, DeanSpace, Delphi Forums, Digital Squeeze,Downelink, FilmTrust*, Foodsters, FunHi, GamersGlue, Globe Alive, gradFinder, HRTS - Hollywood Radio & Television Society, Jewster*, LDS Circle*, Mediabuddies, Meet Me atHOT or NOT?, naboe*, Netplaya Burning Man CommunityNeurona, PayDemocracy, quad5, Schoolster, SongBuddy, Talk City, TheSquare, threedegrees, TimeBucks*,UpMyStreet, UrScouted*, UUSwap*, Wealink*, Xfire*, Yelp!*, aSmallWorld, Athlinks, Boo, AdultFriendFinder, mj.com, CafeMom, Cake Financial, Care2, College Tonight,DeviantART, DontStayin, Elftown, Eons.com, Espinthebottle, Experience Project, Fetlife, Flixter, Gaia Online, MyAnimeList, Geni.com, Gossipreport.com, Anonil, GamerDNA,Iltaki, kaioo, LibraryThing, Livemocha, Muxlim, MyChurch, MyHeritage, Ohioh, OUTeverywhere, Playahead, PlayboyU, StudiVZ, ProfileHeaven, quarterlife, Revelry,ResearchGATE, scispace.net, Shelfari, Skyrock, Student.com, Taltopia, Trombi.com, Vampirefreaks, WebBiographies, Wis.dm, Xt3, Yelp, Inc., YoumeoAfroRomance,ajewishdatingsite, americansingles, Amigos, AsiaFriendFinder, Berkzter, BlackPlanet, BUZZSession, Cherish, collegeluv.com, ChristiansTogether , Country Singles, Cupid,Cupids Database, Date.com, Date the UK, Dating.dk, Dating Jewish Singles, eHarmony, Equally Yoked, FriendFinder, Gay Christian Dating, Gay Jewish Dating, Gay MilitaryM4M, GermanFriendFinder, HookUP*, hotsaints, IndianFriendFinder, InterMingle, Introducing, ItsJustCoffee*, jdate.com, JewishCafe, JewishFriendfinder, JewishLoveMatch,Jewish Matchmaker, Jewish Personals, JMatch, Lavalife, LDS Singles Mingle, LDS Singles Network, LDS Singles SingleSaints, Love, M4M Seniors, Magoori, Match.com,Mature Dating.org, meetic, MyCountryMatch, MyEMatch, Overweight Date, Passion, POP! PeopleOnPage, PlanetOut Partners, Inc., RateOrDate, RedDate, RelationshipExchange, RogueConnect*, Senior Dating Exchange, SeniorFriendFinder, SeniorsCircle, SingleJew, Single Seniors, SpeedDating ,Online-Jewish Dating Spicy Senior Singles, Swappster, Totally Jewish-Dating Channel, TrueBeginnings, uDate, UrbanTraditional, Vegetarian singles, webdate, Yahoo!Personals, YID - Single Jewish Dating, Fubar8minuteDating, Evite, First Tuesday, Food and Friends*, GeekDinner, HurryDate, The Lunch Club NYC, Lunch Partners, MEETin*,MeetUp, MixerMixer, Netparty, new-in-town, Social Circles, WhizSpark.Backwash, bobojam*, Breedster, BuddyBridge, Chia Friend, ChosenNet,Christianster, Click2Friends,easeek, eFriendsnet, enCentra, everyonesconnected, FriendFan, Friendity, Friend MAP, Friendoo, friendsand, friendsbay.de, Friends of Friends, Friends Reunited, Friendset,Friends of Friends, Friendster, Friend Surfer, Friendsync, Friendzy, Gruuve, HeiYou, hi5, hipstir, Huminity, HummingBoard, The Impersonals, iSocialite, Korea Data House, LDSLinkUp, LianQu, LinkEstadao*, linkyourfriends, Living Directory, MeineFreunde*, Metails, mrNeighborhood, myfriends, Myspace, NetFriendships, Neurofriends, orkut,PalJunction, peeps nation, qpengyou, Ringo, saywhatz, Swirve*, The Bomb*, Tickle by Emode, ticqle, Tribe.net, TribungPinoy*, UUFriends, Wallop, WiW, WorldShine, YeeYoo,YOYO, zenetwork, Badoo, Bahu, Bebo, Facebook, Frühstückstreff, Jaiku, myYearbook, Nasza-loasa.pl, Netlog, ReUnion.com, Sonico.com, Tagged.com, Tuenti.com,Wasabi,ActiveMatch, AirCQ, asphaltgames, awaRE, BEDD, Beliefnet Mobile, BusyThumbs*, BuZZone, CrowdSurfer, Dodgeball, Earthcomber*, Encounter Bubbles, Flickr,Fluidtime, Hocman*, IcyPole, ImaHima, Jabberwocky, JAMDAT, Jukola*, Mamjam, MeetingPoint*, Meetup, Mobido*, MobiLuck, mobster, Mooble, modus, MTONE, nTAG*,PeepsNation, Playtxt.net*, Plink Mobile, Plazes*, Pocketster, Portabible*, proxidating, Proxpro, PurpleAce*, Saw-You, Serendipity, socialight, Socializer, SoundPryer*, Speck,TagText*, Traces of Fire, tunA, TxtMob*, Urban Plexus*, Wavemarket, weemee, WhoAt, WiFi.Bedouin, Wow Friends*, itsmy, mobikade, MocoSpace, Backwash for Pets, Catster*,Dogster, HAMSTERster, KissyKat, Neopets, Horseland, Buzznet, Expressions, Findapix, Flickr, FotoAmigo*, Fotolog.net, Fotothing, FriendBlend, MyShoots*, Nokia Lifeblog,PictureM*, PixParty, smugmug, SocialCanvas, Textamerica, Webshots, Zorpia, Zoto, Blogpod, BuddyZoo, clevercactus*, del.icio.us, dodgeball, Dude Check This Out!, eTwine,Eurekster!, eventSherpa, fonetango, Funchain.com, Gush, HelloWorld, Home Exchange, HomeLink, InsiderPages*, Intervac, JournURL, KnowMates, LiveJournal,MixedNutz.net, Mooble, Mosuki*, motime*, M-Tone, Multiply, Nioki, The Opinion Exchange, Palbook, PeopleAggregator, RepCheck, SmallPlanet, Small World Project, SocialGrid, Splinder*, Squiby, StumbleUpon, TXTParty, Upcoming.org, WiredReach, Xanga, Yafro Moblog, Zdarmanet, Zopto, Habbo, Ning, Plaxo, Plurk, Vox © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • "If you always do what you always did, you always get what you always got.” - Anonymous© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Mushroom advertising effect™ Advertising Mushroom effect, F5 Digital Consulting 2010© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • YOU CAN NOT USE THE NEW MEDIA THE WAY YOU USED THE OLD MEDIA© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • New media requires new way of working© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • We need to get our Digital License Different objectives, metrics & usages for every online media Which is in any case is totally different from using the push media© F5DC 2010 all rights limited, reproduction forbidden without approval
    • OWN WORLD© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • ONLINE HAS BEEN EMBRACED© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • PEOPLE DON’T TRUST US ANYMORE© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • They trust their friends© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • It is not anymore about what we say, it is about what they believe© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Doing traditional communication IMPACT© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • MULTIPLE LAYERS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Media explosion© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Websites as we used to know them are dead© F5DC 2010 all rights limited, reproduction forbidden without approval
    • Websites Blogs & communities Search Engine Social networking Share tools One to many Generate traffic Aggregation of Exchange ofcommunication to a dedicated group of people information to link site based on themes based on information common theme User generated media site Professional shared site content Market place to share media Authority based information© F5DC 2010 all rights limited, reproduction forbidden without approval
    • Internet Mobile Applications© F5DC 2010 all rights limited, reproduction forbidden without approval
    • © F5DC 2010 all rights limited, reproduction forbidden without approval
    • © F5DC 2010 all rights limited, reproduction forbidden without approval
    • REALITY CHECK© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • DENTIST PARTY© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 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
    • One receiving end© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Social Media brings new toolsMarketing department More tools available Evaluate metrics Evaluate objectives Experiment Run some basic metrics alone© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Wrong focus Social Media have not been created for Marketers !© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Marketing department IT department Objectives  Tools integration What we want  Enablement of achieve solution Data department  Data relevance  Data stream© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Who decides ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 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
    • ConsumerMarketing department IT department Defines objectives on Enables the objectives what we need to decided by marketing achieve Ownership Responsible Data department Defines metrics to best represents the marketing objectives© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • THE RIGHT PATH© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Marketers used to be in charge BRANDS CONSUMERS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Consumers are now in charge BRANDS CONSUMERS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 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
    • 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
    • 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
    • © F5DC 2010 all rights limited, reproduction forbidden without approval ✗ WWW.F5DC.COM
    • New role of OWNED MEDIA : LIGHT HOUSE Marketing efforts to represent corporately your brand© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 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
    • 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
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Our new responsibilities as marketers   Efforts to create the relation   Be genuine   Respect, personal   Talk   Listen   Don’t try to change me   Time© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Let consumer make the first KISS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • BUT Don’t stop HERE !!!!!© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Respond to consumers© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 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
    • The best kept secret : Mix channels Good ingredient Good product + + Mixed flavors Mixed channels + + Good chef Good strategy = = Good meal Good campaign http://www.flickr.com/photos/kyle0922/4622668655/in/pool-food_porn© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 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
    • 360 3.6.0 vs© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Conclusion   Go watch the movie© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Conclusion   We can not reach consumer the way we used to reach him   Apply new methods   Go back to basics of strategy measurement planning   360 is not 3.6.0   Social Media digital are not toys© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Thanks.Do you have any question ? http://bit.ly/aEmARR f5dc gregbirgefanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM