Unified marketing - ecosystem of touchpoints
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The “Unified Marketing”™ framework helps to visualize customer touchpoints across all marketing channels and across all stages of the customers’ purchase funnel to identify redundancies or gaps and thus optimize the mix of media and tactics.
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Unified marketing - ecosystem of touchpoints
- 1. Unified Marketing Going Beyond Integrated Marketing Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc. February 8, 2012. 1
- 2. Media has Evolved Always on Always informed Always connected banner ads search ads One-way Media Two-way Media Many-Way Media February 8, 2012. 2
- 3. Users have Evolved PUSH PULL • Direct marketing People ignore “interruption media” and • Email marketing only pay attention to information they are • Online marketing seeking. (“Purple Cow” by Seth Godin) • Sports marketing • Word of mouth marketing • Guerrilla marketing • Blog marketing • Event marketing • Product placement • In-game marketing • Sponsorships Advertisers push message out Users do their own research February 8, 2012. 3
- 4. User Habit: “search” Most modern users look no further than page 1 Page 1 … if they can’t find you, you don’t exist February 8, 2012. 4
- 5. User Expectation: “now” Screen shots of how websites appear on Blackberries JnJ.com Novartis.com GSK.com … if they can’t find you right now, they’ll leave. February 8, 2012. 5
- 6. Users research products online February 8, 2012. 6
- 7. Advertisers can no longer… … just shout their ads at people. February 8, 2012. 7
- 8. Advertisers need to put … BRAND PRODUCT PRODUCT PRODUCT CUSTOMER customer customer segment segment customer segment Product - Outward Customer - Centric … customers in the middle. February 8, 2012. 8
- 9. Unified Marketing™ YouTube videos Search Optimization LinkedIn Group © Marketing Science - Use with Attribution: www.mktsci.com … plots all marketing tactics against customers’ information needs, and identifies redundancies and gaps in marketing spending. February 8, 2012. 9
- 10. Digital is the “thread” … 1st screen 2nd screen 3rd screen awareness consideration choice purchase advocacy • Television • Display Ads • Search Ads • In-store • Social Media • Print • Search Optimization Marketing • Radio • Email • Mobile Marketing … that ties all tactics together.
- 11. Dr. Augustine Fou – Chief Digital Strategist “I help traditional advertisers make the transition to digital by providing them objective advice rooted in deep, hands-on experience. I help them map marketing tactics (both traditional and digital) to business strategy and objectives.” 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/augustinefou February 8, 2012. acfou@mktsci.com