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