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

1. Unified Marketing
Going Beyond Integrated Marketing
Dr. Augustine Fou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
February 8, 2012. 1

2. Media has Evolved
Always on
Always informed
Always connected
banner ads search ads
One-way Media Two-way Media Many-Way Media
February 8, 2012. 2

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
• Sponsorships
Advertisers push message out Users do their own research
February 8, 2012. 3

4. User Habit: “search”
Most modern users look
no further than page 1
Page 1
… if they can’t find you, you don’t exist
February 8, 2012. 4

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. Users research products online
February 8, 2012. 6

7. Advertisers can no longer…
… just shout their ads at people.
February 8, 2012. 7

8. Advertisers need to put …
B RAND
PRODUC PRODUC PRODUC
T T T
C U S TO M
ER
customer customer
segment segment
customer
segment
P 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. 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