Marketing in a Digital World by Augustine Fou

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Our role as marketers has changed. IN the new digital world, what we do should also be entirely different -- from telling stories to answering questions.

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Marketing in a Digital World by Augustine Fou

  1. 1. Marketing in a Digital World Traditional Advertising Marketing in Digital World 1. Who is our target 1. What information does customer? target user need? 2. What message do we 2. Do we have that info push/shout at them? available? 3. Where do we stick the 3. Is it optimized so they can message? find and use it?-1- Augustine Fou
  2. 2. Grandma with Harley Harley would usually not advertise to her because she is not in their typical demographic, but ...-2- Augustine Fou
  3. 3. Grandma with Harley But .. when she comes online to search, our job as marketers is to make sure she can find the information she needs … and quickly get to the purchase.-3- Augustine Fou
  4. 4. Missing LinksThe bits of information users need in order to get to thenext stage of purchase funnel. awareness consideration choice purchase loyalty motor oil What’s out there? Can I mix? How do I show peers? I can choose an oil? Which is best for me? How/where to buy? digital camera What’s in Amazon Top 10? Where’s the best price? Friend just bought one Epinions/User Reviews Any special deals? Do I show off?-4- Augustine Fou
  5. 5. Missing Links (examples)The bits of information users need in order to get to the next stage of purchase funnel. awareness consideration choice purchase loyalty Rx Drug What is the difference? Dose, Price? Will I prescribe again? What brands are available? Which is best and why? How/Where to buy? MD&D What are the features? Where to buy? What are my choices? What is the difference? Will I recommend? CPG What is most popular? Where to buy? best price? Do I tell friends? Anyone know this brand? User Reviews Any special deals/coupons?-5- Augustine Fou
  6. 6. Dr. Augustine Fou – Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader with over 16 years of management consulting and digital strategy consulting experience, advising marketing executives in digital strategy, search and social media marketing. Dr. Fou is the former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/profile/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou646.867.0826 acfou@mktsci.com

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