All Together Now The Future of Integrated Marketing in a Fragmented Communication Landscape

The Way Things Were

The Way Things Were

What Happened?

What Happened?

Increase in Communication Outlets

Increase in Communication Outlets

Explosion in Distributors for Each Outlet

Explosion in Distributors for Each Outlet

TV channel growth: 1940-2007

And, consumers are in charge of their media consumption like never before.

And, consumers are in charge of their media consumption like never before.

There are no more 800 Pound Gorillas in Advertising.

There are no more 800 Pound Gorillas in Advertising.

Advertising dollars are being spread widely to chase consumers where they congregate.

Advertising dollars are being spread widely to chase consumers where they congregate.

The Internet accounts for 20% of media consumption, but just 8% of ad dollars spent.

The Internet accounts for 20% of media consumption, but just 8% of ad dollars spent.

Dollars formerly spent on “old media” are also going toward guerrilla tactics, branded content, advergames, mobile, and dozens of other tactics that aren’t even being measured yet.

Dollars formerly spent on “old media” are also going toward guerrilla tactics, branded content, advergames, mobile, and dozens of other tactics that aren’t even being measured yet.

Dollars formerly spent on “old media” are also going toward guerrilla tactics, branded content, advergames, mobile, and dozens of other tactics that aren’t even being measured yet. Expected to grow 20.2% in 2008

Dollars formerly spent on “old media” are also going toward guerrilla tactics, branded content, advergames, mobile, and dozens of other tactics that aren’t even being measured yet.

The most successful campaigns today work across multiple media types.

The most successful campaigns today work across multiple media types.

Mobile Video

Print

Installation Out of Home/Events

Web site

Online Ads

Out of Home

Out of Home

Interactive Electronic Billboards

Hammer & Coop Webisodes Counterfeit Commission Web Site

Print and Interactive Print

These integrated campaigns are easier than ever to execute because the tactics of marketing are blending together like never before.

These integrated campaigns are easier than ever to execute because the tactics of marketing are blending together like never before.

Significant differences in search volume for similar phrases

CHOOSING AND USING THE PROPER FLEA AND TICK PROTECTION (14) One of the Most Important Choices You Can Make for Your Pet PHOENIX – July 31, 2006 – It is summer and we are all itching to be outdoors. But with the summer comes flea and tick season, and many of us are just scratching the surface when it comes to choosing and using the proper flea and tick protection (14) for our pets. THIS SUMMER LEARN HOW TO GET RID OF FLEAS (257) One of the Most Important Choices You Can Make for Your Pet PHOENIX – July 31, 2006 – It is summer and we are all itching to be outdoors. But with the summer comes flea and tick season, and many of us are just scratching the surface when it comes to choosing and using the proper flea control (396) product for our pets. Original release Search optimized release

New Tactics Require New Talent and Thinking

New Tactics Require New Talent and Thinking

To leverage the power of this new integrated marketing, companies need diverse thinkers with varied marketing expertise and backgrounds.

To leverage the power of this new integrated marketing, companies need diverse thinkers with varied marketing expertise and backgrounds.

Yesterday’s Marketing Guru Today’s Marketing Guru

Unless you want to do just one thing in your career, and can commit to doing it better than anyone else, DO NOT PIGEON HOLE YOURSELF.

Unless you want to do just one thing in your career, and can commit to doing it better than anyone else, DO NOT PIGEON HOLE YOURSELF.

Art Haynie

Art Haynie

Jason Baer

Jason Baer

It’s About the Audience

It’s About the Audience

The future of marketing is in understanding audiences, how to reach them, and how to tie the right tactics together to create leverage.

The future of marketing is in understanding audiences, how to reach them, and how to tie the right tactics together to create leverage.

The more you know about your target audiences, the better you can craft tactics and messaging.

The more you know about your target audiences, the better you can craft tactics and messaging.

Demographics Age Gender Location Income Presence of Children

Demographics

Age

Gender

Location

Income

Presence of Children

Claritas Prizm Clusters

Custom Personas

I’m a Mac. I’m a PC.

I’m a Mac. I’m a PC. In Marketing, One Size No Longer Fits All

Art Haynie Jason Baer Big Monkey Films Off Madison Ave arthaynie.com offmadisonave.com [email_address] [email_address] Twitter: @jaybaer