I gave this presentation at Clickz training in Shanghai, 2011

1. Understanding
The Sphere Of
Integrated
Marketing

2. Who Are
We?

5. MOT
Moment Of Truth
关键时刻

6. 激发源 FMOT SMOT
首次关 二次关
键时刻 键时刻
At shelf Experience
In-store Fulfillment
Satisfaction

7. 激发源 FMOT SMOT
零次行 首次关 二次关
动时刻 键时刻 键时刻
Pre- At shelf Experience
shopping In-store Fulfillment
In-store Satisfaction
At-home

8. Number of information sources used by the
shoppers for shopping occasion

9. When consumers were considering purchase,
what sources of information did they seek out
to help their decision?
ZMOT FMOT

10. Stimulus 激发源
Intelligence

11. Attribution 属性
The practice of using business
intelligence to allocate
proportional effort to any
marketing communication, across
all channels, that ultimately leads
to the desired customer action.

12. The Degree Of
Engagement
Degrees Low Medium High Highest
Collaborativ Content
Adoption Social
e Filtering Creation
Circulating,
Uploading Fanning,
Online Bookmarkin Rating, (UCG), Forming
Outcome g, Tagging Voting Blogging, Interest
Tweeting Group,
Advocating
Participating
Clipping, Word Of
Offline Commentin Event,
Photo Mouth,
Outcome g Taking
Shooting Endorsing

13. Marketing Intelligence
the repository that integrates data
from all sources and enables
analysis on a variety of business
and marketing decisions.
In Short, Analytics.

17. Bonus: How To Write Engaging
Copy?
Awareness Emotional Benefit
Interest Consumer Need
Desire Functional Benefit
Action Product Attributes

18. Learning
1. Visualize the attributions.
2. Strategize the engagement models.
3. Identify & organize the metrics.
4. Measure the outcome.
5. There is no conversion, yet. Don’t
mix it up.

19. Inbound
Marketing
Pull-Based
零次行动时刻

20. You don’t capture your audience
with just one message, just one
pretty picture, or just one perfectly
advertisement. It’s a complex
process of planting the
seed, nurturing it, and finally
harvesting the fruits of your
marketing efforts.

21. So what Is everyone
doing?

22. Lead and sales generation activities dominate as
the most important objectives for digital marketing
campaigns

23. Website traffic is the common denominator of
success across both B2B and B2C digital media
campaigns

24. Over 75% of digital marketing impact is derived
from SEO and PPC activities

25. B2B marketers invest 1/3 of their digital budgets
on SEO activities, while B2C marketers invest
most heavily in PPC

26. Marketers are planning on increasing their
budgets across the board moving into 2012, with
social media expected to see the biggest
increase in investment

27. As marketers continue to see the effectiveness of
digital media, they are curious to learn how all
digital channels can be leveraged to produce an
integrated, cross-channel strategy

28. A Linear Customer
Journey
Stimulus
SMOT
FMOT

29. Nobody looks
online for
toothpaste or
paper clips

30. In the first year after 3M
started taking comments from
its website, they got almost
3,000 comments about Scotch
Tape.

31. It doesn’t apply to
my industry

32. Category No. of sources
used
Automotive 18.2
Consumer Electronics 14.8
Travel 10.2
Over-the-counter-health 9.8
Grocery 7.3
Health care & beauty 7
Restaurant 5.8
Banking 10.8
Insurance 11.7
Source: Shopper Science, 2011

33. If you’re not
Contents visible online
when people
are doing
their
homework,
they will find
others who
are.

35. Marketing
Attributions

36. Different Attribution
Models
Last Interaction
Attributes 100% to the last
First Interaction
Attributes 100% to the first
Linear
Attributes equal credit to all
touch point before conversion touch point that creates touch points
awareness
Position Based Time Decay Customized
Attributes the significance of Attributes the significance of Attributes the significance of
contribution to conversion for contribution to conversion for contribution based on type and
each touch point each touch point based on time traffic sources

37. Typical Purchase Funnel
Awarenes Views,
Clicks,
Opens
s
Interest
Desire
Sales,
Action Registration
s, Leads

40. First click
Last click

41. Stimulus ZMOT FMOT SMOT
Pre- Post-
Awareness Awareness Consideratio Purchase Purchase
n
Display Advertising
Video Ads
B2C Social Social
SEO
SEM

42. Stimulus ZMOT FMOT SMOT
Pre- Post-
Awareness Awareness Consideratio Lead Purchase
n
Email Marketing/Vertical Ads
SEO
B2B SEM
Social/CRM
Email Marketing

43. Typical Purchase Funnel
Awarenes Views, Cli
cks, Open
s
s
Interest
Desire
Sales,
Action Registration
s, Leads

44. Active Evaluation
Awarenes Widen the
brand
s choices
Active Evaluation
Awarenes Desire >
s Loyalty Loop Action
Recall the
preferenti
al brand
Awarenes Interest
s

45. Showrooming
Showrooming is when a
shopper visits a store to
check out a product and
then purchases it online
from home.
• 45.9% US online shoppers
who have researched a
product in a retail store
before purchasing the
product online - Feb 2012

46. What Contributes
ZMOT?
• More often, it happens
online.
• It happens in real time.
• The consumer is in
charge.
• It is spontaneous &
emotional.

47. Why ZMOT Is
Important?
• ZMOT becomes more
and more important
when money is tight!
• Customers feel like a
hero during the ZMOT.

48. Pre- Post-
Awareness Awareness Consideratio Purchase Purchase
n
First Interaction Last Interaction
Referrer 1 Referrer 2 Referrer 3 Referrer 3
Assist
Conversion
✔
Interactions

49. Types Of Conversion Funnel
The Impossible The Common The Perfect
The Midway The Serious
Barrier

50. How GA Works?

59. http://gavisual.info

60. Question: What About
Offline?

61. The Complexity Of MCF or
1 MCA
2
3

62. Develop Contents For
ZMOT
Remember, they saw
the ad
• Second opinion
• Conversational,
Authentic
• Precise & concise
Behavioral Triggers

63. How To Develop
Content?

64. Inbound
Marketing
Pull-Based
零次行动时刻

65. Content Marketing Usage By
Tactic
Content already
accounts for more
than 33% of
marketing budget,
often double that in
smaller
organizations.

66. 36% say producing engaging content
21% say producing enough content
20% say getting sufficient budget to produce content
- MarketingProfs, 2011

67. Viral Content = Valuable Content

68. 80% of those who begin a
corporate blog never post more
than five entries. Then they stop,
they give up.
- IBM Research

69. Suggestion For Content
Audit

70. Benchmarking
content inventory.
Find out the
publishing frequency
& the degree of
relevancy.
Collect insights and
attributions via various
sources, especially via
search engines for

71. Monitor and take notes on
the competitors’
copywriting.
Collect insight from web
analytics, setup social
segment, monitor the life
cycle of Weibo.
Combine all the above and
visualize them for a journey
of ZMOT.

72. http://marketeroffice.cn
Blackberr
Nokia
y
HTC Motorola

73. http://marketeroffice.cn

75. Idea Content Interaction Outcome

76. 14 Steps to start thinking like a content
producer
1 Know your audience
2 Define key themes and messages
3 Establish a frequency framework
4 Create a detailed editorial
calendar
5 Develop regular features
6 Interview
7 Go multimedia

77. 14 Steps to start thinking like a content
producer
8 Enlist expert contributors
9 Create user-generate content
10 Editorialize
11 Turn on comment and feedback
12 Listen
13 Recycle
14 Capture

78. Bonus: Advanced
Practice

79. Advanced
_trackPagevie Tracking Of
w Google
Social media referral
traffic Analytics
_trackEven
t
Off-site Clicks
_trackSocial
Social sharing _SetCustomV
ar
Social user login status

80. 激发源 FMOT SMOT
零次行 首次关 二次关
动时刻 键时刻 键时刻
Pre- At shelf Experience
shopping In-store Fulfillment
In-store Satisfaction
At-home

81. Keep thinking…
Connect Me @
clickz.asia/author/eddiech
oi
weibo.com/eddiechoi
linkedin.com/in/eddiechoi