Unified Marketing - Going Beyond Just Integrated

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Unified Marketing is a framework for focusing on customers' information needs and mapping marketing activities and spending to optimally meet these needs.

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Unified Marketing - Going Beyond Just Integrated

  1. 1. Unified MarketingGoing Beyond Integrated Marketing Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.February 8, 2012. 1
  2. 2. Media has Evolved Always on Always informed Always connected banner ads search ads One-way Media Two-way Media Many-Way MediaFebruary 8, 2012. 2
  3. 3. Users have Evolved PUSH PULL • Direct marketing People ignore “interruption media” and • Email marketing only pay attention to information they are • Online marketing seeking. (“Purple Cow” by Seth Godin) • Sports marketing • Word of mouth marketing • Guerrilla marketing • Blog marketing • Event marketing • Product placement • In-game marketing • SponsorshipsAdvertisers push message out Users do their own researchFebruary 8, 2012. 3
  4. 4. User Habit: “search” Most modern users look no further than page 1 Page 1 … if they can’t find you, you don’t existFebruary 8, 2012. 4
  5. 5. User Expectation: “now” Screen shots of how websites appear on Blackberries JnJ.com Novartis.com GSK.com … if they can’t find you right now, they’ll leave.February 8, 2012. 5
  6. 6. Users research products onlineFebruary 8, 2012. 6
  7. 7. Advertisers can no longer… … just shout their ads at people.February 8, 2012. 7
  8. 8. Advertisers need to put … B RAND PRODUC PRODUC PRODUC T T T C U S TO M ER customer customer segment segment customer segmentP r o d u c t - O u t w a r d C u s t o m e r - C e n t r ic … customers in the middle. February 8, 2012. 8
  9. 9. Unified Marketing™ Yo u T u b e v id e o s S e a r c h O p t im iz a t io n L in k e d In G r o u p © Marketing Science - Use with Attribution: www.mktsci.com… plots all marketing tactics against customers’ information needs, and identifies redundancies and gaps in marketing spending.February 8, 2012. 9

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