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Convergence of Marketing Frameworks Paid Owned Earned by Augustine Fou CSO


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Convergence of Marketing Frameworks Paid Owned Earned by Augustine Fou CSO

  1. 1. Augustine Fou- 1 -Dr. Augustine Fou 2013Convergence ofMarketing Frameworks
  2. 2. Augustine Fou- 2 -Paid, Owned, Earned
  3. 3. Augustine Fou- 3 -Zero Moment of Truth (ZMOT)
  4. 4. Augustine Fou- 4 -Three ScreensTelevisionFirst ScreenInternetSecond ScreenMobileThird Screen
  5. 5. Augustine Fou- 5 -Digital is the “thread” …… that ties all tactics together.1st screen 2nd screen 3rd screen• Television• Print• Radio• Display Ads • Search Ads• Search Optimization• Email• Social MediaMarketing• Mobile Marketingawareness consideration choice purchase advocacy• In-store
  6. 6. Augustine Fou- 6 -Within the digital channel… display on left, search on right.
  7. 7. Augustine Fou- 7 -Marketing Continuum20112016branding performance“Soup and Soda” “Cars and Computers”Television ($69B, 2012) Digital ($32B, 2012)Facebook11%Google62%Other27%57% 43%Broadcast CableTelevision ($61B, 2012) Digital ($36B, 2012)Facebook28%Google63%Other9%54% 46%Broadcast Cable
  8. 8. Augustine Fou- 8 -Digital Strategy TreeBusiness Strategy(roots)Digital Strategy(trunk)Marketing Tactics(branches)VideoEmailAugustine Fou- 8 -
  9. 9. Augustine Fou- 9 -Unified Marketing™© Marketing Science - Use with Attribution: www.mktsci.comYouTube videosSearch OptimizationLinkedIn Group… plots all marketing tactics against customers’ information needs, andidentifies redundancies and gaps in marketing spending.
  10. 10. Augustine Fou- 10 -Related ArticlesUnified MarketingBy: Augustine Fou, February 8, 2012Future of AdvertisingBy: Augustine Fou, Mar 15, 2013Biggest Lies of Television AdvertisingBy: Augustine Fou, May 1, 2012Digital is a PhilosophyBy: Augustine Fou, March 31, 2011Augustine Fou- 10 -
  11. 11. Augustine Fou- 11 -Dr. Augustine Fou – Chief Digital Strategist“As more users move to mobile; sitesneed to adapt to serve them. But mobilewill soon no longer be considered aseparate channel because usage patternsare the same as desktop.”FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)MCKINSEY CONSULTANTCLIENT SIDE / AGENCY SIDE EXPERIENCEPROFESSOR AND COLUMNISTENTREPRENEUR / SMALL BUSINESS OWNERPHD MATERIALS SCIENCE (MIT 95) AT AGE 23@acfouClickZ Articles: