Top Digital Challenges for Marketers by Augustine Fou

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“Digital” has caused everything in marketing to be in flux. However, clients should focus on the information needs of their customers. By doing so they will have a unifying principle to guide all of the changes and adaptations they need to do.”

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Top Digital Challenges for Marketers by Augustine Fou

  1. 1. Top DigitalChallenges forMarketers Today Dr. Augustine Fou http://www.linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc. May 9, 2012.
  2. 2. Metrics, Analytics, ROI • What metrics to use • What constitutes good vs bad numbers • How to correlate back to ROIMay 9, 2012 2
  3. 3. Unifying, Integrating Instead of … Traditional Digital Metric: Metric: Size of VS Actions of Audience Users Pitching + CatchingMay 9, 2012 3
  4. 4. Securing digital budget• Plot all marketing (traditional and digital)• Find redundant spending• Find gaps in spending Further reading: Unified Marketing - Going Beyond Integrated MarketingMay 9, 2012 4
  5. 5. Rebalancing mix• How to compare diverse metrics• Standardization of reporting• Identifying efficiencies REACH ROIMay 9, 2012 5
  6. 6. Creating lasting impact From this: To this: paid marketing campaigns social media: always increasing valueMay 9, 2012 6
  7. 7. Keeping current – what matters?May 9, 2012 7
  8. 8. One-way to Two-wayFrom one-way ads to dialoging with customersMay 9, 2012 8
  9. 9. Agency relationsFrom long term AORs to project-based specialists Holding Company/AOR Digital/ProjectsMay 9, 2012 9
  10. 10. Organizational structureFrom siloed departments to cross-functional teamsMay 9, 2012 10
  11. 11. So What? “Digital” has caused everything in marketing to be in flux. However, clients should focus on the information needs of their customers. By doing so they will have a unifying principle to guide all of the changes and adaptations they need to do.” - Dr. Augustine FouMay 9, 2012 11
  12. 12. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing and advertising across traditional and digital channels. 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.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouMay 9, 2012 12 acfou@mktsci.com

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