The Dynamics of Multi-Channel
 Marketing
 not mono channel, not multiple channels


 Marketing Institute of Singapore
 Jul...
© 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

        ...
NON LINEAR
                                                                          WORLD
© F5DC 2010 all rights limited,...
1806
                                 Medicine Promotion
                                      Kinseitan
This Wikipedia an...
Newspapers                                                Paid advertising
                                 1800          ...
Kinetoscope parlor                                               Dewar’s Whisky
                              1894        ...
Rotary Spark Transmitter                                                             Queensboro Corp
             1906    ...
TV in homes                                  Bulova Ad
                                               1906                ...
Mobile handset                                                    First p2p SMS
                           1973           ...
Internet                                       First banner AT&T
                                            1990         ...
Mushroom advertising effect




™ Advertising Mushroom effect, F5 Digital Consulting 2010
© F5DC 2010 all rights limited, ...
YOU CAN NOT USE THE NEW MEDIA
THE WAY YOU WANT TO USE THE NEW
             MEDIA



© F5DC 2010 all rights limited, reprod...
New media requires new way of working




© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5...
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
OWN WORLD

© 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
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
MULTIPLE
                                                                          LAYERS
© F5DC 2010 all rights limited, ...
One
            receiving
              end

© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW...
Is your
                 budget
                 getting
                 bigger ?
© F5DC 2010 all rights limited, reprodu...
Media
          explosion

© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
Having website, Facebook application,
     augmented reality, Twitter feed

                  does                        ...
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
REALITY
                                                                          CHECK
© F5DC 2010 all rights limited, re...
Marketers used to be in charge

      BRANDS                                                                             C...
Consumers are now in charge

      BRANDS                                                                             CONS...
Your new role as a marketer
                                                                                      Spot co...
Traditional media are like pillars
   Support your BRAND
   Push a message
   Linked to maintain foundations
 © F5DC 20...
New role of OWNED MEDIA : LIGHTHOUSE


             Marketing efforts to
            represent corporately
               ...
New Role of PAID MEDIA : SUPPORT


               Marketing Media you
                spend to Push a
                 mes...
© F5DC 2010 all rights limited, reproduction forbidden without approval
                                                  ...
We cannot decide for consumers
                                                                                          ...
New role of EARNED MEDIA : DIALOG


        Marketing Media that
         cost time to create
       propagate and maintai...
NEW MEDIA is the connection
   Engage the audience
   Do not push a message
   Interaction on consumer needs
 © F5DC 20...
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
Our responsibilities for the new media
        Efforts to create the relation
        Be genuine
        Respect, perso...
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
THE RIGHT
                                                                          PATH
© F5DC 2010 all rights limited, r...
2010 engagement paradigm



  Always start from the consumer needs
                      consumer is the center of strateg...
Understand the role of each Media
          • Selective Media                                               • Targeted Med...
Engage Consumer into a personalize
   journey through multiple touch points




                                          ...
360 3.6.0                                                                 vs




© F5DC 2010 all rights limited, reproduct...
Consistent approach, coordinated
                                                                                         ...
How to reach consumers ?




© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
Example of a potential integration
      Corporate site                                                                   ...
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
MORE
                                                                          IS NOT
                                    ...
What not to do ?
                                                                            Have multiple channels, not
...
The must do of modern marketers
      Especially if you have limited budget

                                             ...
Marketing belong to marketers




                         This is not a website                                          ...
Introduction to ROMI
                          Planning - Preparation                                                  Cam...
Example
                                                                          anyone ?
© F5DC 2010 all rights limited,...
Personalization

                                                                Multi channel


                         ...
Each client is                                                                           unique
Each company is           ...
© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC.COM
http://www.fujixerox-transpromo.com/eng/




© F5DC 2010 all rights limited, reproduction forbidden without approval      ...
Conclusion
    Go watch the movie




© F5DC 2010 all rights limited, reproduction forbidden without approval   WWW.F5DC....
Conclusion
    360 is not 3.6.0
    Multichannel is not multiple
     channel
    Planning and strategy
    Measuremen...
Thanks.
Do you have any question ?


        http://bit.ly/aEmARR             f5dc   gregbirge
Gregory.birge@f5dc.com   +6...
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Multichannel Marketing

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'Marketing Guru Talk'

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Multichannel Marketing

  1. 1. The Dynamics of Multi-Channel Marketing not mono channel, not multiple channels Marketing Institute of Singapore July 2010 Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM
  2. 2. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  3. 3. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  4. 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. 5. NON LINEAR WORLD © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  6. 6. 1806 Medicine Promotion Kinseitan This 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. 7. Newspapers Paid advertising 1800 1836 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  8. 8. Kinetoscope parlor Dewar’s Whisky 1894 1899 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  9. 9. Rotary Spark Transmitter Queensboro Corp 1906 1922 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  10. 10. TV in homes Bulova Ad 1906 1941 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  11. 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. 12. Internet First banner AT&T 1990 1994 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  13. 13. Mushroom advertising effect ™ Advertising Mushroom effect, F5 Digital Consulting 2010 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  14. 14. YOU CAN NOT USE THE NEW MEDIA THE WAY YOU WANT TO USE THE NEW MEDIA © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  15. 15. New media requires new way of working © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  16. 16. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  17. 17. OWN WORLD © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  18. 18. PEOPLE DON’T TRUST US ANYMORE © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  19. 19. They trust their friends © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  20. 20. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  21. 21. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  22. 22. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  23. 23. MULTIPLE LAYERS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  24. 24. One receiving end © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  25. 25. Is your budget getting bigger ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  26. 26. Media explosion © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  27. 27. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  28. 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. 29. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  30. 30. REALITY CHECK © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  31. 31. Marketers used to be in charge BRANDS CONSUMERS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  32. 32. Consumers are now in charge BRANDS CONSUMERS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  33. 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. 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. 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. 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. 37. © F5DC 2010 all rights limited, reproduction forbidden without approval ✗ WWW.F5DC.COM
  38. 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. 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. 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. 41. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  42. 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. 43. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  44. 44. THE RIGHT PATH © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  45. 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. 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. 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. 48. 360 3.6.0 vs © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  49. 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. 50. How to reach consumers ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  51. 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. 52. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  53. 53. MORE IS NOT MORE © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  54. 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. 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. 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. 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. 58. Example anyone ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  59. 59. Personalization Multi channel Engagement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  60. 60. Each client is unique Each company is unique Each solution is unique © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  61. 61. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  62. 62. http://www.fujixerox-transpromo.com/eng/ © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  63. 63. Conclusion   Go watch the movie © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  64. 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. 65. Thanks. Do you have any question ? http://bit.ly/aEmARR f5dc gregbirge Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

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