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