You’re online
Even if you don’t know it

This story begins
on graduation day
for the class of
1982

Mr. Yesterday & Mr. Tomorrow both
made the Deans List
Mr. Yesterday Mr. Tomorrow

They both become successful
business men, and found companies.
Mr. Yesterday Mr. Tomorrow

Mr. Yesterday owns Yesterday’s
Widgets
Yesterday’s Widgets

Mr. Tomorrow owns Tomorrow’s
Widgets
Tomorrow’s Widgets

OW
GR

They grow until
they’re the biggest
widget companies
in the world.

By 1990 Mr. Yesterday & Mr. Tomorrow have about the
same revenue, with Mr. Yesterdays slightly higher
Revenue
Time

Both companies
allocate 5% of their
profits to advertising
& marketing.

For years, Mr. Yesterday & Mr.
Tomorrow divide their budgets
like this:
Print TV Outdoor Radio Direct
Mail
25% 30% 10% 20% 15%

Then one year Mr. Tomorrow
does something different
Print TV Outdoor Radio Direct Online
Mail
20% 25% 10% 15% 10% 20%

By 2000
Mr. Yesterdays revenue
lead INCREASED by 3

But Mr. Tomorrow
keeps his strategy
the same.

By 2002 Mr. Yesterday’s revenue lead is noticeable
Revenue
Time

Mr. Tomorrow thinks it’s time
for a change.
It’s time to
change
Mr. Tomorrow

Mr. Tomorrow investigates how
his online money is being spent
Banners
Main
Email
e-commerce
site
Blog

And decides how he’ll
change things...

Store
MySpace
Banners
Widgets
Facebook
Email
Commenting Twitter
Blog
Main
Search e-commerce
site

Step 1 was to get involved in
conversations that were
already taking place.
MySpace
Widgets
Facebook
Commenting Twitter
Blog

Then support & promote his
participation
MySpace
Banners
Widgets
Facebook
Email
Commenting Twitter
Blog
Search

Finally provide information
about how to purchase.
Store
MySpace
Banners
Widgets
Facebook
Email
Commenting Twitter
Blog
Main
Search e-commerce
site

Mr. Tomorrows new
strategy
WORKED

By 2006, he’d narrowed the revenue GAP
Revenue
Time

But then Mr. Yesterday
caught up.

Mr. Tomorrow needed
to think of something
new...

In 2008, Mr. Tomorrow started
doing something different.
Print
TV Store
MySpace
Banners
Widgets
Facebook
Email
Outdoor
Commenting Twitter
Direct
Mail
Blog
Radio Main
Search e-commerce
site

He started using all his media channels to
support online conversations ...
Print
TV Store
MySpace
Banners
Widgets
Facebook
Email
Outdoor
Commenting Twitter
Direct
Mail
Blog
Radio Main
Search e-commerce
site

... and he began using mobile technologies as
a ‘conversation catalyst’
Print
TV Store
MySpace
Banners
Widgets
Facebook
Email
Mobile
Outdoor
Commenting Twitter
Direct
Mail
Blog
Radio Main
Search e-commerce
site

In the eyes of your
customer, are you
planning for tomorrow, or
are you a Mr. Yesterday?

Because
YOU’RE ONLINE
even if you don’t know it.