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Dean’s Speaker Series<br />“Marketing in the Digital Age”<br />January 28th, 2010<br />Will Rose<br />
Agenda<br />Background<br /><ul><li>Education/Employment History</li></ul>Marketing Then & Now<br /><ul><li>Traditional Ma...
Digital Marketing –SEO/SEM, eCommerce, Direct Email, Mobile
The Data Rule</li></ul>Catalina Marketing’s Role <br />Personal Observations<br /><ul><li>What makes a good marketer these...
B.S. Marketing 1986<br />M.B.A. <br />1990<br />Education<br />
Work Experience<br />86-89	Quaker Oats Company			Sales 	<br />90-95	Duracell Battery Company			Sales/Training/Operations<b...
Traditional Marketing<br /><ul><li>Print Collateral
Direct Mail
TV Advertising
Radio Advertising
Trade Shows
Newspaper Inserts
Public Relations
Billboards</li></ul>How Do You Measure Performance?<br />
Desired Effect<br />Traditional Marketing <br />Performance Metrics:<br /><ul><li>Budget
Exposure
CPM (Cost Per Thousand)
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FSU Dean\'s Speaker Series

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Led a good discussion regarding Digital Marketing with a SRO crowd at FSU\'s College of Business

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FSU Dean\'s Speaker Series

  1. 1. Dean’s Speaker Series<br />“Marketing in the Digital Age”<br />January 28th, 2010<br />Will Rose<br />
  2. 2. Agenda<br />Background<br /><ul><li>Education/Employment History</li></ul>Marketing Then & Now<br /><ul><li>Traditional Marketing - Advertising/PR/CRM/Product Development
  3. 3. Digital Marketing –SEO/SEM, eCommerce, Direct Email, Mobile
  4. 4. The Data Rule</li></ul>Catalina Marketing’s Role <br />Personal Observations<br /><ul><li>What makes a good marketer these days?</li></ul>Q & A<br />
  5. 5. B.S. Marketing 1986<br />M.B.A. <br />1990<br />Education<br />
  6. 6. Work Experience<br />86-89 Quaker Oats Company Sales <br />90-95 Duracell Battery Company Sales/Training/Operations<br />96-98 Rostra Precision Controls Sales/Marketing<br />99-03 Emerson Electric – ClosetMaid Marketing<br />04-06 Emerson Electric – Knaack Marketing<br />06-07 idimension Marketing<br />08 Consulting Marketing/Operations<br />09 Catalina Marketing Marketing<br />
  7. 7. Traditional Marketing<br /><ul><li>Print Collateral
  8. 8. Direct Mail
  9. 9. TV Advertising
  10. 10. Radio Advertising
  11. 11. Trade Shows
  12. 12. Newspaper Inserts
  13. 13. Public Relations
  14. 14. Billboards</li></ul>How Do You Measure Performance?<br />
  15. 15. Desired Effect<br />Traditional Marketing <br />Performance Metrics:<br /><ul><li>Budget
  16. 16. Exposure
  17. 17. CPM (Cost Per Thousand)
  18. 18. Ultimately………….Sales (unit/$)</li></ul>Careers made and lost on this simple chart<br />
  19. 19. Traditional Marketing<br />Link or coincidence?<br />CPG, Agency create & run ad<br />Retailer records a unit sold<br />How do I positively link an ad dollar to a unit sold?<br />
  20. 20. Examples of Digital Marketing Enablers<br />CPG/Agency create & run ad<br />Retailer records a unit sold<br />Consumer intelligence<br />Web based activity measurement<br />Consumer purchase insights<br />Business intelligence<br />
  21. 21. Digital Marketing<br />Generate/Use Data<br /><ul><li>SEO/SEM
  22. 22. Google Analytics
  23. 23. eCommerce
  24. 24. Direct Email
  25. 25. Mobile Marketing</li></li></ul><li>Data<br />Data<br />The Data Rule <br />(formerly known as the Golden Rule)<br />
  26. 26. Print Campaigns “Gone Digital”<br />
  27. 27. Irrelevant Ad<br />Irrelevant Ad<br />Irrelevant Ad<br />Irrelevant Ad<br />Irrelevant Ad<br />Irrelevant Ad<br />Addressable Ad<br />Addressable Ad<br />Addressable Ad<br />“Relevant” or “Addressable” Marketing<br />Joe Consumer<br />Why Addressable?<br />http://www.audiencescience.com/consumer/education.asp<br />
  28. 28. 800 Billion Rows of Consumer Insight<br />Catalina Marketing’s Role<br /><ul><li>Our Printers At Each Checkout In 24,000 Stores
  29. 29. All Networked To Our HQ In St Petersburg
  30. 30. 2 Way Nightly Data Exchange
  31. 31. Purchase Data Coming In
  32. 32. Program Data Going Out</li></ul>250 Million Weekly Shopping Trips<br />600 Million Items Purchased<br />80 Million Households<br />130 Million Frequent Shopper Cards<br />
  33. 33. What Does Catalina Deliver?<br />A. Consumer Purchase Insights?<br />B. Addressable Promotions?<br />C. Loyalty Programs?<br />D. Linked, Measurable Results?<br />E. All Of The Above<br />
  34. 34. So, What Does It Take To Be A Successful Digital Marketer?<br /><ul><li>Classic Marketing Attributes – creativity, courage, intelligence, education </li></ul>+<br /><ul><li>Analytical Skills
  35. 35. BPM Understanding
  36. 36. Financial Appreciation
  37. 37. Diplomacy
  38. 38. Technical Skills</li></li></ul><li>Words of Wisdom<br />Learn The Classics<br />Embrace The Data<br />Get Your War paint On!<br />
  39. 39. Q & A<br />

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