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Understanding the sphere of integrated marketing


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I gave this presentation at Clickz training in Shanghai, 2011

I gave this presentation at Clickz training in Shanghai, 2011

Published in: Self Improvement

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  • 1. UnderstandingThe Sphere Of Integrated Marketing
  • 2. Who Are We?
  • 3. MOTMoment Of Truth 关键时刻
  • 4. 激发源 FMOT SMOT 首次关 二次关 键时刻 键时刻 At shelf Experience In-store Fulfillment Satisfaction
  • 5. 激发源 FMOT SMOT 零次行 首次关 二次关 动时刻 键时刻 键时刻 Pre- At shelf Experience shopping In-store Fulfillment In-store Satisfaction At-home
  • 6. Number of information sources used by the shoppers for shopping occasion
  • 7. When consumers were considering purchase,what sources of information did they seek out to help their decision? ZMOT FMOT
  • 8. Stimulus 激发源 Intelligence
  • 9. Attribution 属性 The practice of using business intelligence to allocate proportional effort to anymarketing communication, acrossall channels, that ultimately leads to the desired customer action.
  • 10. The Degree Of EngagementDegrees Low Medium High Highest Collaborativ Content Adoption Social e Filtering Creation Circulating, Uploading Fanning, Online Bookmarkin Rating, (UCG), FormingOutcome g, Tagging Voting Blogging, Interest Tweeting Group, Advocating Participating Clipping, Word Of Offline Commentin Event, Photo Mouth,Outcome g Taking Shooting Endorsing
  • 11. Marketing Intelligencethe repository that integrates data from all sources and enables analysis on a variety of business and marketing decisions. In Short, Analytics.
  • 12. Bonus: How To Write Engaging Copy?Awareness Emotional BenefitInterest Consumer NeedDesire Functional BenefitAction Product Attributes
  • 13. Learning1. Visualize the attributions.2. Strategize the engagement models.3. Identify & organize the metrics.4. Measure the outcome.5. There is no conversion, yet. Don’t mix it up.
  • 14. Inbound MarketingPull-Based零次行动时刻
  • 15. You don’t capture your audience with just one message, just onepretty picture, or just one perfectly advertisement. It’s a complex process of planting the seed, nurturing it, and finally harvesting the fruits of your marketing efforts.
  • 16. So what Is everyone doing?
  • 17. Lead and sales generation activities dominate asthe most important objectives for digital marketing campaigns
  • 18. Website traffic is the common denominator ofsuccess across both B2B and B2C digital media campaigns
  • 19. Over 75% of digital marketing impact is derived from SEO and PPC activities
  • 20. B2B marketers invest 1/3 of their digital budgets on SEO activities, while B2C marketers invest most heavily in PPC
  • 21. Marketers are planning on increasing theirbudgets across the board moving into 2012, with social media expected to see the biggest increase in investment
  • 22. As marketers continue to see the effectiveness of digital media, they are curious to learn how alldigital channels can be leveraged to produce an integrated, cross-channel strategy
  • 23. A Linear Customer Journey Stimulus SMOT FMOT
  • 24. Nobody looks online fortoothpaste or paper clips
  • 25. In the first year after 3Mstarted taking comments from its website, they got almost3,000 comments about Scotch Tape.
  • 26. It doesn’t apply to my industry
  • 27. Category No. of sources usedAutomotive 18.2Consumer Electronics 14.8Travel 10.2Over-the-counter-health 9.8Grocery 7.3Health care & beauty 7Restaurant 5.8Banking 10.8Insurance 11.7 Source: Shopper Science, 2011
  • 28. If you’re notContents visible online when people are doing their homework, they will find others who are.
  • 29. MarketingAttributions
  • 30. Different Attribution ModelsLast InteractionAttributes 100% to the last First Interaction Attributes 100% to the first Linear Attributes equal credit to alltouch point before conversion touch point that creates touch points awarenessPosition Based Time Decay CustomizedAttributes the significance of Attributes the significance of Attributes the significance ofcontribution to conversion for contribution to conversion for contribution based on type andeach touch point each touch point based on time traffic sources
  • 31. Typical Purchase FunnelAwarenes Views, Clicks, OpenssInterestDesire Sales,Action Registration s, Leads
  • 32. First click Last click
  • 33. Stimulus ZMOT FMOT SMOT Pre- Post- Awareness Awareness Consideratio Purchase Purchase n Display Advertising Video AdsB2C Social Social SEO SEM
  • 34. Stimulus ZMOT FMOT SMOT Pre- Post- Awareness Awareness Consideratio Lead Purchase n Email Marketing/Vertical Ads SEOB2B SEM Social/CRM Email Marketing
  • 35. Typical Purchase FunnelAwarenes Views, Cli cks, Open ssInterestDesire Sales,Action Registration s, Leads
  • 36. Active Evaluation Awarenes Widen the brand s choices Active EvaluationAwarenes Desire >s Loyalty Loop Action Recall the preferenti al brand Awarenes Interest s
  • 37. ShowroomingShowrooming is when ashopper visits a store tocheck out a product andthen purchases it onlinefrom home.• 45.9% US online shoppers who have researched a product in a retail store before purchasing the product online - Feb 2012
  • 38. What ContributesZMOT?• More often, it happens online.• It happens in real time.• The consumer is in charge.• It is spontaneous & emotional.
  • 39. Why ZMOT IsImportant?• ZMOT becomes more and more important when money is tight!• Customers feel like a hero during the ZMOT.
  • 40. Pre- Post-Awareness Awareness Consideratio Purchase Purchase nFirst Interaction Last Interaction Referrer 1 Referrer 2 Referrer 3 Referrer 3 Assist Conversion ✔ Interactions
  • 41. Types Of Conversion Funnel The Impossible The Common The Perfect The Midway The Serious Barrier
  • 42. How GA Works?
  • 43.
  • 44. Question: What About Offline?
  • 45. The Complexity Of MCF or1 MCA23
  • 46. Develop Contents ForZMOTRemember, they sawthe ad• Second opinion• Conversational, Authentic• Precise & conciseBehavioral Triggers
  • 47. How To Develop Content?
  • 48. Inbound MarketingPull-Based零次行动时刻
  • 49. Content Marketing Usage By Tactic Content already accounts for more than 33% of marketing budget, often double that in smaller organizations.
  • 50. 36% say producing engaging content21% say producing enough content20% say getting sufficient budget to produce content - MarketingProfs, 2011
  • 51. Viral Content = Valuable Content
  • 52. 80% of those who begin a corporate blog never post morethan five entries. Then they stop, they give up. - IBM Research
  • 53. Suggestion For Content Audit
  • 54. Benchmarkingcontent inventory.Find out thepublishing frequency& the degree ofrelevancy.Collect insights andattributions via varioussources, especially viasearch engines for
  • 55. Monitor and take notes onthe competitors’copywriting.Collect insight from webanalytics, setup socialsegment, monitor the lifecycle of Weibo.Combine all the above andvisualize them for a journeyof ZMOT.
  • 56. BlackberrNokia yHTC Motorola
  • 57.
  • 58. Idea Content Interaction Outcome
  • 59. 14 Steps to start thinking like a content producer1 Know your audience2 Define key themes and messages3 Establish a frequency framework4 Create a detailed editorial calendar5 Develop regular features6 Interview7 Go multimedia
  • 60. 14 Steps to start thinking like a content producer 8 Enlist expert contributors 9 Create user-generate content10 Editorialize11 Turn on comment and feedback12 Listen13 Recycle14 Capture
  • 61. Bonus: Advanced Practice
  • 62. Advanced _trackPagevie Tracking Of w Google Social media referral traffic Analytics_trackEven t Off-site Clicks _trackSocial Social sharing _SetCustomV ar Social user login status
  • 63. 激发源 FMOT SMOT 零次行 首次关 二次关 动时刻 键时刻 键时刻 Pre- At shelf Experience shopping In-store Fulfillment In-store Satisfaction At-home
  • 64. Keep thinking… Connect Me oi