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The New Media Mix
The new rules of marketing and media planning
                              olivier alain blanchard
Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard
1. THE NATURE OF MEDIA IS CHANGING.
TRADITIONAL MODEL




 PAID      OWNED
MEDIA      MEDIA
TRADITIONAL MODEL



Email                                    Websites
TV                                      Packaging
Radio                                  Retail/POS
Print                                    Buildings
Displays            PAID      OWNED      Products
Web                MEDIA      MEDIA          Swag
Signage                                    Events
Sponsorships                                   Etc.
Public Relations
NEW MODEL



Email                      EARNED             Websites
TV                          MEDIA            Packaging
Radio                                       Retail/POS
Print                                         Buildings
Displays            PAID            OWNED     Products
Web                MEDIA            MEDIA         Swag
Signage                                         Events
Sponsorships                                        Etc.
Public Relations
NEW MODEL

             Followers                          Word of mouth
             Subscribers                       Pins, shares, RTs
             Fans/Likes                               Check-ins
Email                              EARNED                            Websites
TV                                  MEDIA                           Packaging
Radio                                                              Retail/POS
Print                                                                Buildings
Displays                    PAID            OWNED                    Products
Web                        MEDIA            MEDIA                        Swag
Signage                                                                Events
Sponsorships                                                               Etc.
Public Relations
2. MEDIA PROLIFERATION CAN BE CONFUSING.
Before…
… and now.
Visualizing media consumption: 1900 - 2020



                              < Games are growing.
                              < Wireless is growing.
                              < Outdoor is flat.
                              < Radio is flat.

                              < TV is flat.

                              < Online is growing.
                              < Print is shrinking.
Over the last 5 years,
developing countries
have increased their
share of internet use
(global) from 44% to
62%.
Growth:

- Internet users
- Mobile broadband subscriptions
- Mobile phone subscriptions

Flat:

-Fixed telephone lines
-Fixed broadband subscriptions
Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard
Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard
Media consumption is both shifting and increasing.
Some of the channels are changing.
Visualizing media consumption: 1900 - 2020



                              < Games are growing.
                              < Wireless is growing.
                              < Outdoor is flat.
                              < Radio is flat.

                              < TV is flat.

                              < Online is growing.
                              < Print is shrinking.
What’s going on?




1. Media proliferation: Web, RSS, social web, e-pubs, games, streaming content

2. New technologies: Mobility, gaming, search, LBS, mobile photo/video uploads

3. Channel proliferation: Facebook, Youtube, Twitter, Pinterest, digital radio

4. Second-screen: Consumers are increasingly mixing media
Misconception: AND not OR

                       SECOND SCREEN & MULTITASKING


                       -68% of smartphone users use their
                       phone while watching TV.
                       (Nielsen)

                       -70% of tablet users watch TV while
                       on their tablet device.
                       (Nielsen)

                       -50% of TV watchers are regularly
                       online while watching TV.
                       (Forrester)
Consumer behaviors are changing.
Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard
Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard
NEW CHANNELS DON’T NECESSARILY REPLACE OLD ONES.

                 THEY OVERLAP.
Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard
Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard
Insights

1. Consumer attention is increasingly fragmented.
   More channels and more media interfaces means that it is
     increasingly difficult for brands to compete for attention.
Insights

1. Consumer attention is increasingly fragmented.
    More channels and more media interfaces means that it is
       increasingly difficult for brands to compete for attention.
Pay attention. Be where your audience is, not just where you want
   them to be.
Insights

1. Consumer attention is increasingly fragmented.
    More channels and more media interfaces means that it is
       increasingly difficult for brands to compete for attention.
Pay attention. Be where your audience is, not just where you want
    them to be.

2. Focus on attention rather than presence.
  Most marketers are too busy trying to “be social” to actually be
         relevant everywhere they try to manage a presence.
Insights

1. Consumer attention is increasingly fragmented.
    More channels and more media interfaces means that it is
       increasingly difficult for brands to compete for attention.
Pay attention. Be where your audience is, not just where you want
    them to be.

2. Focus on attention rather than presence.
  Most marketers are too busy trying to “be social” to actually be
         relevant everywhere they try to manage a presence.
Valuable wins. Helpful wins. Cool wins. Clever wins. Channels are
    secondary.
Value for viewer + new advertising platform

                                 SECOND SCREEN & MULTITASKING


                                 -68% of smartphone users use their
                                 phone while watching TV.
                                 (Nielsen)

                                 -70% of tablet users watch TV while
                                 on their tablet device.
                                 (Nielsen)

                                 -50% of TV watchers are regularly
                                 online while watching TV.
                                 (Forrester)
3. YOU ARE BEING FED BAD ADVICE. REBOOT.
The true social disconnect.
            Big numbers don’t necessarily mean big results.




Less than

            1%                          of “fans” of a brand’s page on Facebook…




                             … interact with it once they have “liked” it.


                                                              (Ehrenberg-Bass Institute, AdAge)
IT DOESN’T MATTER WHAT CHANNELS YOU ARE ON

      IF YOU DON’T MAKE PEOPLE CARE.
Wrong focus vs. right focus.



                                          Actually, we just have a
                                           “give a shit” strategy.
Hey, what’s your     strategy?              is just a small part of it.
Being effective matters more than channels.

   Being effective is the definition of success.

        Start by asking the right question:

WHAT DO I WANT TO ACCOMPLISH?
Media and technology may be
  changing, but business
    objectives haven’t.
      Take a step back.
  Get some perspective.
What are you after?

Start with objectives:   Acquiring new customers?
                         Increasing spend for existing customers?
                         Increasing buy-rate for existing customers?
                         Spending my budget before the end of the year?
What are you after?

Start with objectives:   Acquiring new customers?
                         Increasing spend for existing customers?
                         Increasing buy-rate for existing customers?
                         Spending my budget before the end of the year?
What are you after?

Start with objectives:   Acquiring new customers?
                         Increasing spend for existing customers?
                         Increasing buy-rate for existing customers?
                         Spending my budget before the end of the year?
                         Increasing awareness for the brand?
What are you after?

Start with objectives:   Acquiring new customers?
                         Increasing spend for existing customers?
                         Increasing buy-rate for existing customers?
                         Spending my budget before the end of the year?
                         Increasing awareness for the brand?



                                       WHY?
What are you after?

Start with objectives:     Acquiring new customers?
                           Increasing spend for existing customers?
                           Increasing buy-rate for existing customers?
                           Spending my budget before the end of the year?
                           Increasing awareness for the brand?



                                         WHY?
                     Revenue.
                 (Sell more stuff.)
What are you after?

Start with objectives:     Acquiring new customers?
                           Increasing spend for existing customers?
                           Increasing buy-rate for existing customers?
                           Spending my budget before the end of the year?
                           Increasing awareness for the brand?



                                         WHY?
                     Revenue.
                 (Sell more stuff.)
What are you after?

Start with objectives:     Acquiring new customers?
                           Increasing spend for existing customers?
                           Increasing buy-rate for existing customers?
                           Spending my budget before the end of the year?
                           Increasing awareness for the brand?



                                          WHY?
                     Revenue.
                 (Sell more stuff.)
                                      Create preference
                                          or loyalty
                                        for the brand.
What are you after?

Start with objectives:     Acquiring new customers?
                           Increasing spend for existing customers?
                           Increasing buy-rate for existing customers?
                           Spending my budget before the end of the year?
                           Increasing awareness for the brand?



                                          WHY?
                     Revenue.
                 (Sell more stuff.)
                                      Create preference
                                          or loyalty
                                        for the brand.
What are you after?

Start with objectives:     Acquiring new customers?
                           Increasing spend for existing customers?
                           Increasing buy-rate for existing customers?
                           Spending my budget before the end of the year?
                           Increasing awareness for the brand?



                                          WHY?
                     Revenue.                               Activism
                                                              Donate
                 (Sell more stuff.)                          Participate
                                      Create preference     Recommend
                                                             Volunteer
                                          or loyalty
                                        for the brand.
As marketers, be clear about advertisers’ ultimate purpose.

Know your ultimate objectives:    - Acquiring new customers
                                  - Increasing spend for existing customers
                                  - Increasing buy-rate for existing customers
                                  - Protecting the brand (reputation mgmt.)


                      ALWAYS START HERE.

          Impressions, visits, subscribers, etc. are always in support of these.
Visualizing your company’s media hierarchy of needs.
Acquiring new customers    Increase buy Rate         Increase Yield / Spend
Market intelligence        Consumer insights         Crisis Management


                                  6%
                      19%                      38%

                 8%
                      9%
                                       20%



            As an agency? How do I fit in? How should I fit in?
Basic marketing interaction design:

  What action do I want each
member of my audience to take?

                                                 - Acquiring new customers
                     Then what?                  - Increasing spend for existing customers
                                                 - Increasing buy-rate for existing customers
                                                 - Protecting the brand (reputation mgmt.)

                                  Then what?


                                           Then what?                END
                                                                     GOAL
What tools are at your disposal?

             Followers                          Word of mouth
             Subscribers                       Pins, shares, RTs
             Fans/Likes                               Check-ins
Email                              EARNED                            Websites
TV                                  MEDIA                           Packaging
Radio                                                              Retail/POS
Print                                                                Buildings
Displays                    PAID            OWNED                    Products
Web                        MEDIA            MEDIA                        Swag
Signage                                                                Events
Sponsorships                                                               Etc.
Public Relations
How integrated is your marketing, really?

             Followers                          Word of mouth
             Subscribers                       Pins, shares, RTs
             Fans/Likes                               Check-ins
Email                              EARNED                            Websites
TV                                  MEDIA                           Packaging
Radio                                                              Retail/POS
Print                                                                Buildings
Displays                    PAID            OWNED                    Products
Web                        MEDIA            MEDIA                        Swag
Signage                                                                Events
Sponsorships                                                               Etc.
Public Relations
New media & communications planning

                         Too vague
                                                      11%
                              Think about the                      Earned
        EARNED                  ideal mix for
         MEDIA
                                                25%                Bought
                               your company
                                                            64%
                                  or client.                       Owned


 PAID            OWNED
MEDIA            MEDIA                                             Earned
                                                  30%
                                                             39%
                                                                   Bought
                                                      31%
                                                                   Owned
New media & communications planning
What determines a brand’s mix of earned, bought and owned media:

What balance is most effective?                                          11%
                                                                                       Earned
What activities drive the behaviors that impact your objectives?   25%                Bought
                                                                                64%
                                                                                       Owned
Where do those activities take place?

What activities and channels have little or no impact and why?

What does your audience respond to and why?                                           Earned
                                                                      30%
                                                                                 39%

What does your audience not respond to and why?                                       Bought
                                                                          31%
                                                                                       Owned
Are your results improving compared to last year?
New media & communications planning
What determines a brand’s mix of earned, bought and owned media:

What balance is most effective?

What activities drive the behaviors that impact your objectives?

Where do those activities take place?

What activities and channels have little or no impact and why?

What does your audience respond to and why?

What does your audience not respond to and why?

Are your results improving compared to last year?
Evaluation: Understand the media. Understand the channels.

1.   What are the attributes of each medium?
     What are the attributes of each channel?
          Examples:
          •Reach
          •Word-of-mouth / virality
          •Measurability
          •Ability to target
          •Data collection
          •Interaction & dialog
          •Control over message
Evaluation: Understand the media. Understand the channels.

1.   What are the attributes of each medium?
     What are the attributes of each channel?
          Examples:
          •Reach
          •Word-of-mouth / virality
          •Measurability
          •Ability to target          2.   What is each medium’s top strengths/weaknesses?
                                           What is each channel’s top strengths/weaknesses?
                                           Examples:
          •Data collection                 •What does Youtube allow me to do that TV doesn’t?
          •Interaction & dialog            •What does email allow me to do that Facebook doesn’t?
          •Control over message            •How does that matter?
Evaluation: Understand the media. Understand the channels.

1.   What are the attributes of each medium?
     What are the attributes of each channel?
          Examples:
          •Reach
          •Word-of-mouth / virality
          •Measurability
          •Ability to target           2.     What is each medium’s top strengths/weaknesses?
                                              What is each channel’s top strengths/weaknesses?
                                              Examples:
          •Data collection                    •What does Youtube allow me to do that TV doesn’t?
          •Interaction & dialog               •What does email allow me to do that Facebook doesn’t?
          •Control over message               •How does that matter?


                      3.   How do I combine all of these
                           media and channels to meet my objectives?
                              •Where is my audience?
                              •How do they complement each other?
                              •How do they overlap in positive or redundant ways?
New media & communications management requirements

1. Medium & channel fluency:
         Train existing staff (cross-train)
         Bring in new blood (specialists in new media)
         Constant eye towards new trends, shifts in existing trends and new technologies

2. New media Planning:
         Increased collaboration between marketing, PR, advertising, media buyers, customer service*
         Establish real-time internal communications between members of the team
         Establish new media planning & scheduling models (more complex & visual)

3. Establish new marketing-related functions:
         Online reputation management
         Digital crisis management
         Customer service PR
         Community & content management
Test. Learn. Repeat.
Your media mix will be determined in great part by
         what type of company you are.

        Your brand identity will guide you.
www.smroi.net




                                    Ask away.
                Olivier Blanchard
                864.630.7398
                www.olivierblanchard.net
                @thebrandbuilder (on Twitter)

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Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard

  • 1. The New Media Mix The new rules of marketing and media planning olivier alain blanchard
  • 3. 1. THE NATURE OF MEDIA IS CHANGING.
  • 4. TRADITIONAL MODEL PAID OWNED MEDIA MEDIA
  • 5. TRADITIONAL MODEL Email Websites TV Packaging Radio Retail/POS Print Buildings Displays PAID OWNED Products Web MEDIA MEDIA Swag Signage Events Sponsorships Etc. Public Relations
  • 6. NEW MODEL Email EARNED Websites TV MEDIA Packaging Radio Retail/POS Print Buildings Displays PAID OWNED Products Web MEDIA MEDIA Swag Signage Events Sponsorships Etc. Public Relations
  • 7. NEW MODEL Followers Word of mouth Subscribers Pins, shares, RTs Fans/Likes Check-ins Email EARNED Websites TV MEDIA Packaging Radio Retail/POS Print Buildings Displays PAID OWNED Products Web MEDIA MEDIA Swag Signage Events Sponsorships Etc. Public Relations
  • 8. 2. MEDIA PROLIFERATION CAN BE CONFUSING.
  • 11. Visualizing media consumption: 1900 - 2020 < Games are growing. < Wireless is growing. < Outdoor is flat. < Radio is flat. < TV is flat. < Online is growing. < Print is shrinking.
  • 12. Over the last 5 years, developing countries have increased their share of internet use (global) from 44% to 62%.
  • 13. Growth: - Internet users - Mobile broadband subscriptions - Mobile phone subscriptions Flat: -Fixed telephone lines -Fixed broadband subscriptions
  • 16. Media consumption is both shifting and increasing.
  • 17. Some of the channels are changing.
  • 18. Visualizing media consumption: 1900 - 2020 < Games are growing. < Wireless is growing. < Outdoor is flat. < Radio is flat. < TV is flat. < Online is growing. < Print is shrinking.
  • 19. What’s going on? 1. Media proliferation: Web, RSS, social web, e-pubs, games, streaming content 2. New technologies: Mobility, gaming, search, LBS, mobile photo/video uploads 3. Channel proliferation: Facebook, Youtube, Twitter, Pinterest, digital radio 4. Second-screen: Consumers are increasingly mixing media
  • 20. Misconception: AND not OR SECOND SCREEN & MULTITASKING -68% of smartphone users use their phone while watching TV. (Nielsen) -70% of tablet users watch TV while on their tablet device. (Nielsen) -50% of TV watchers are regularly online while watching TV. (Forrester)
  • 24. NEW CHANNELS DON’T NECESSARILY REPLACE OLD ONES. THEY OVERLAP.
  • 27. Insights 1. Consumer attention is increasingly fragmented. More channels and more media interfaces means that it is increasingly difficult for brands to compete for attention.
  • 28. Insights 1. Consumer attention is increasingly fragmented. More channels and more media interfaces means that it is increasingly difficult for brands to compete for attention. Pay attention. Be where your audience is, not just where you want them to be.
  • 29. Insights 1. Consumer attention is increasingly fragmented. More channels and more media interfaces means that it is increasingly difficult for brands to compete for attention. Pay attention. Be where your audience is, not just where you want them to be. 2. Focus on attention rather than presence. Most marketers are too busy trying to “be social” to actually be relevant everywhere they try to manage a presence.
  • 30. Insights 1. Consumer attention is increasingly fragmented. More channels and more media interfaces means that it is increasingly difficult for brands to compete for attention. Pay attention. Be where your audience is, not just where you want them to be. 2. Focus on attention rather than presence. Most marketers are too busy trying to “be social” to actually be relevant everywhere they try to manage a presence. Valuable wins. Helpful wins. Cool wins. Clever wins. Channels are secondary.
  • 31. Value for viewer + new advertising platform SECOND SCREEN & MULTITASKING -68% of smartphone users use their phone while watching TV. (Nielsen) -70% of tablet users watch TV while on their tablet device. (Nielsen) -50% of TV watchers are regularly online while watching TV. (Forrester)
  • 32. 3. YOU ARE BEING FED BAD ADVICE. REBOOT.
  • 33. The true social disconnect. Big numbers don’t necessarily mean big results. Less than 1% of “fans” of a brand’s page on Facebook… … interact with it once they have “liked” it. (Ehrenberg-Bass Institute, AdAge)
  • 34. IT DOESN’T MATTER WHAT CHANNELS YOU ARE ON IF YOU DON’T MAKE PEOPLE CARE.
  • 35. Wrong focus vs. right focus. Actually, we just have a “give a shit” strategy. Hey, what’s your strategy? is just a small part of it.
  • 36. Being effective matters more than channels. Being effective is the definition of success. Start by asking the right question: WHAT DO I WANT TO ACCOMPLISH?
  • 37. Media and technology may be changing, but business objectives haven’t. Take a step back. Get some perspective.
  • 38. What are you after? Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year?
  • 39. What are you after? Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year?
  • 40. What are you after? Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand?
  • 41. What are you after? Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY?
  • 42. What are you after? Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. (Sell more stuff.)
  • 43. What are you after? Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. (Sell more stuff.)
  • 44. What are you after? Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. (Sell more stuff.) Create preference or loyalty for the brand.
  • 45. What are you after? Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. (Sell more stuff.) Create preference or loyalty for the brand.
  • 46. What are you after? Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. Activism Donate (Sell more stuff.) Participate Create preference Recommend Volunteer or loyalty for the brand.
  • 47. As marketers, be clear about advertisers’ ultimate purpose. Know your ultimate objectives: - Acquiring new customers - Increasing spend for existing customers - Increasing buy-rate for existing customers - Protecting the brand (reputation mgmt.) ALWAYS START HERE. Impressions, visits, subscribers, etc. are always in support of these.
  • 48. Visualizing your company’s media hierarchy of needs. Acquiring new customers Increase buy Rate Increase Yield / Spend Market intelligence Consumer insights Crisis Management 6% 19% 38% 8% 9% 20% As an agency? How do I fit in? How should I fit in?
  • 49. Basic marketing interaction design: What action do I want each member of my audience to take? - Acquiring new customers Then what? - Increasing spend for existing customers - Increasing buy-rate for existing customers - Protecting the brand (reputation mgmt.) Then what? Then what? END GOAL
  • 50. What tools are at your disposal? Followers Word of mouth Subscribers Pins, shares, RTs Fans/Likes Check-ins Email EARNED Websites TV MEDIA Packaging Radio Retail/POS Print Buildings Displays PAID OWNED Products Web MEDIA MEDIA Swag Signage Events Sponsorships Etc. Public Relations
  • 51. How integrated is your marketing, really? Followers Word of mouth Subscribers Pins, shares, RTs Fans/Likes Check-ins Email EARNED Websites TV MEDIA Packaging Radio Retail/POS Print Buildings Displays PAID OWNED Products Web MEDIA MEDIA Swag Signage Events Sponsorships Etc. Public Relations
  • 52. New media & communications planning Too vague 11% Think about the Earned EARNED ideal mix for MEDIA 25% Bought your company 64% or client. Owned PAID OWNED MEDIA MEDIA Earned 30% 39% Bought 31% Owned
  • 53. New media & communications planning What determines a brand’s mix of earned, bought and owned media: What balance is most effective? 11% Earned What activities drive the behaviors that impact your objectives? 25% Bought 64% Owned Where do those activities take place? What activities and channels have little or no impact and why? What does your audience respond to and why? Earned 30% 39% What does your audience not respond to and why? Bought 31% Owned Are your results improving compared to last year?
  • 54. New media & communications planning What determines a brand’s mix of earned, bought and owned media: What balance is most effective? What activities drive the behaviors that impact your objectives? Where do those activities take place? What activities and channels have little or no impact and why? What does your audience respond to and why? What does your audience not respond to and why? Are your results improving compared to last year?
  • 55. Evaluation: Understand the media. Understand the channels. 1. What are the attributes of each medium? What are the attributes of each channel? Examples: •Reach •Word-of-mouth / virality •Measurability •Ability to target •Data collection •Interaction & dialog •Control over message
  • 56. Evaluation: Understand the media. Understand the channels. 1. What are the attributes of each medium? What are the attributes of each channel? Examples: •Reach •Word-of-mouth / virality •Measurability •Ability to target 2. What is each medium’s top strengths/weaknesses? What is each channel’s top strengths/weaknesses? Examples: •Data collection •What does Youtube allow me to do that TV doesn’t? •Interaction & dialog •What does email allow me to do that Facebook doesn’t? •Control over message •How does that matter?
  • 57. Evaluation: Understand the media. Understand the channels. 1. What are the attributes of each medium? What are the attributes of each channel? Examples: •Reach •Word-of-mouth / virality •Measurability •Ability to target 2. What is each medium’s top strengths/weaknesses? What is each channel’s top strengths/weaknesses? Examples: •Data collection •What does Youtube allow me to do that TV doesn’t? •Interaction & dialog •What does email allow me to do that Facebook doesn’t? •Control over message •How does that matter? 3. How do I combine all of these media and channels to meet my objectives? •Where is my audience? •How do they complement each other? •How do they overlap in positive or redundant ways?
  • 58. New media & communications management requirements 1. Medium & channel fluency: Train existing staff (cross-train) Bring in new blood (specialists in new media) Constant eye towards new trends, shifts in existing trends and new technologies 2. New media Planning: Increased collaboration between marketing, PR, advertising, media buyers, customer service* Establish real-time internal communications between members of the team Establish new media planning & scheduling models (more complex & visual) 3. Establish new marketing-related functions: Online reputation management Digital crisis management Customer service PR Community & content management
  • 60. Your media mix will be determined in great part by what type of company you are. Your brand identity will guide you.
  • 61. www.smroi.net Ask away. Olivier Blanchard 864.630.7398 www.olivierblanchard.net @thebrandbuilder (on Twitter)