Unified MarketingUnified Marketing · 2013-02-01 · Dr. Augustine Fou – Chief Digital Strategist...
Transcript of Unified MarketingUnified Marketing · 2013-02-01 · Dr. Augustine Fou – Chief Digital Strategist...
Unified MarketingUnified MarketingBeyond Digital MarketingBeyond Digital Marketing
Dr. Augustine Fou, FounderMarketing Science Consulting Group, Inc.
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Agendag• Background StatsBackground Stats
• Marketing in a Digital WorldMarketing in a Digital World
• Digital Insightsg g
• Practical Examples
• Unified Marketing
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Context of my thinking ...y gMarketing
Chief Digital Officer, HCG (Omnicom)
Digital
BusinessM Ki C lt t
TechnologyPhD MIT M t’l S iMcKinsey Consultant PhD, MIT Mat’l Science
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B k d St tBackground Stats
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Internet AdoptionpDark Blue: 18-29 yr olds18 29 yr olds
Source: Pew Internet, April 2012
78% use internet
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Smartphone Ownershipp p
Source: PewJanuary 2012
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Use of Social Networks“online seniors
i lare using tools like Facebook to bridge the gsocial gaps they face in i i lincreasingly isolated lives.”
Source: PewFebruary 2012
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Top Online Activitiesp
Source: Pew Internet, April 2012
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Screen-based consumption
Source: Google, August 2012 Multi-screen World
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Modes of multi-screening
Source: Google, August 2012 Multi-screen World
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Marketing in a gDigital WorldDigital World
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Media has EvolvedMedia has Evolved
Always on Always informedAlways connected
banner ads search ads
One-way Media Two-way Media Many-Way Media
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Users have EvolvedPULLPUSH
People ignore “interruption media” and only pay attention to information they are seeking. (“Purple Cow” by Seth Godin)
• Direct marketing• Email marketing• Online marketing• Sports marketing• Word of mouth marketing• Guerrilla marketing• Blog marketingBlog marketing• Event marketing• Product placement• In-game marketing• Sponsorships
Advertisers push message out Users do their own research
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User Habit: “search”
M t d l k
Page 1
Most modern users look no further than page 1
… if they can’t find you, you don’t exist… ey c d you, you do e s- 14 -
User Expectation: “now”pScreen shots of how websites appear on Blackberries
JnJ.com Novartis.com
if they can’t find you right now they’ll leaveGSK.com
… if they can t find you right now, they ll leave.- 15 -
Users trust peers most..
ads the least…ads the least- 16 -
Advertisers can no longer…
just shout their ads at people… just shout their ads at people.- 17 -
The Grand Digital CanyonTraditional Digital
g y
• TV• Print• Radio
g• Search• Social• MobileRadio Mobile• Video
Metric:Si f
Metric:A ti fSize of
AudienceActions of
Users
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Di it l I i htDigital Insights
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Ob i OObvious Ones
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Barbecue Grills - Summer
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HDTVs - Black Fridayy
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Hess Truck - ChristmasHess Truck Christmas
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Not-so Obvious
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Godaddy – Superbowl AdsS h l i i h S b l d d ASCA hiSearch volume rises with Superbowl ads and NASCAR sponsorship
SuperBowl Ads NASCAR
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Subway FootlongsLaunched in early 2008, but waning interest
TV Ads started
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Discount Double CheckInitial SuperBowl Ad, then follow-on TV ads
SuperBowl Ad
TV AdTV Ads
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D I i htDeeper Insights
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Godiva - Demand Planningchocolate covered strawberries (Valentine’s)
See when users search for which products
chocolate covered strawberries (Valentine s)chocolate covered cherries (Christmas)
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Purell Sales Driven by H1N1Purell demand and search volume lifted
swine flu swine flu drove 1st peak
h1n1 h1n1 drove 2nd peak
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Abbott – Selecting WordsSearch volume and related search provides insights to select optimal keywords to use on websites.
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User Self-SegmentationThe exact words users use to search indicates who they are
Physician Nurse Patientys c a
“orexin “dosage”“sleepreceptor
agonist”
sleep drug”“how to
administer”
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S Wh t?So What?
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Selecting Optimal Wordsg pHow do we ensure our content is findable
“baby bedding” is the way more usersbaby bedding is the way more users search; 16x more than “infant bedding”
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What words to use?How do we describe LinkedIn to cardholders
“B i N t ki ?”“Networking?”
“Business Networking?”
“ProfessionalNetworking?”g
“ComputerNetworking?”
“SocialNetworking?”Networking? Networking?
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Some visitors are more valuable Visitors from banner ads
Visitors from searchSource: Google Analytics Sample CPG clientg y p
site analytics show they stayed and engaged… site analytics show they stayed and engaged.- 36 -
Act of Loyaltyy y
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Integrating “Long Lasting”..
id k i i i d i ffi
digital techniquespaid marketing campaigns sustained organic traffic
…digital techniques- 38 -
U ifi d M k tiUnified Marketing
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Pitching AND CatchingInstead of …
Traditional Digital
SMetric:Size of
Audience
Metric:Actions of UsersVSVS
Pitching Catching+
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Case Example: Kodak
Pi hi C hiPitching Catching+
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Digital is the “thread” … 1st screen 2nd screen 3rd screen
awareness consideration choice purchase advocacy
• Television • Display Ads • Search Ads • Social Media• In-storeTelevision• Print• Radio
Display Ads Search Ads• Search Optimization• Email
Social Media Marketing
• Mobile Marketing
In store
that ties all tactics together… that ties all tactics together.- 42 -
Unified Marketing™S l t th i ht t ti i th i ht h l
Print Ads (Awareness)
Select the right tactics in the right channels
YouTube videos
Web Content
Email Marketing
© Marketing Science - Use with Attribution: www.mktsci.com
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Digital Strategy Treeg gy
Marketing Tactics(branches)
Digital Strategy VideoEmail
i S
(trunk)
Business Strategy (roots)
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Beyond Marketingy gRutgers University – Center for Management DevelopmentBerkeley College – Undergraduate MarketingBerkeley College Undergraduate MarketingNew York University – Executive Education DepartmentWharton University – Customer Analytics Initiative, SM1St f d U i it S i l M di L bStanford University – Social Media LabWest Virginia University - School of Journalism
Themes:• Assess current marketing through Unified Marketing lens
I l d i d k l d• Internal education and knowledge management• Additional classes, updates to curriculum• Collaboration with industry (brands, agencies)y ( , g )
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Getting Started - ProcessGetting Started Process
StrategyDiscovery Implementation
Low Hanging Fruit
Medium Term Tactics
Digital Audit Fruit Tactics
Workshops / Collaborative Innovation
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What is your UnifiedWhat is your Unified Marketing Strategy?Marketing Strategy?
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Dr. Augustine Fou – Chief Digital Strategist
“I help clients find key insights from digital channels to unify and optimize marketing and drive innovation.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCECLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23PHD MATERIALS SCIENCE (MIT 95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fouSlideshares: http://www.slideshare.net/augustinefouLi k dI h // li k di /i / i fLinkedIn: http://www.linkedin.com/in/augustinefou
Augustine Fou@acfou 212. 203. 7239