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Multichannel Marketing
1.
The Dynamics of
Multi-Channel Marketing not mono channel, not multiple channels Marketing Institute of Singapore July 2010 Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM
2.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
3.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
4.
Non linear world
Own world Multiple dimensions Back to reality The Right Path © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
5.
NON LINEAR
WORLD © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
6.
1806
Medicine Promotion Kinseitan This Wikipedia and Wikimedia Commons image is from the user Chris 73 and is freely available at http://commons.wikimedia.org/wiki/File:Edo_period_advertising_in_Japan.jpg under the creative commons cc-by-sa 2.5 license. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
7.
Newspapers
Paid advertising 1800 1836 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
8.
Kinetoscope parlor
Dewar’s Whisky 1894 1899 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
9.
Rotary Spark Transmitter
Queensboro Corp 1906 1922 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
10.
TV in homes
Bulova Ad 1906 1941 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
11.
Mobile handset
First p2p SMS 1973 1994 Mass market 1990 SMS ad 1998 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
12.
Internet
First banner AT&T 1990 1994 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
13.
Mushroom advertising effect ™
Advertising Mushroom effect, F5 Digital Consulting 2010 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
14.
YOU CAN NOT
USE THE NEW MEDIA THE WAY YOU WANT TO USE THE NEW MEDIA © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
15.
New media requires
new way of working © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
16.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
17.
OWN WORLD © F5DC
2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
18.
PEOPLE DON’T TRUST
US ANYMORE © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
19.
They trust their
friends © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
20.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
21.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
22.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
23.
MULTIPLE
LAYERS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
24.
One
receiving end © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
25.
Is your
budget getting bigger ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
26.
Media
explosion © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
27.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
28.
Having website, Facebook
application, augmented reality, Twitter feed does not solve your problems © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
29.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
30.
REALITY
CHECK © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
31.
Marketers used to
be in charge BRANDS CONSUMERS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
32.
Consumers are now
in charge BRANDS CONSUMERS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
33.
Your new role
as a marketer Spot consumer Guide consumer Let him decide Propose few routes Bring him back to base © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
34.
Traditional media are
like pillars Support your BRAND Push a message Linked to maintain foundations © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
35.
New role of
OWNED MEDIA : LIGHTHOUSE Marketing efforts to represent corporately your brand © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
36.
New Role of
PAID MEDIA : SUPPORT Marketing Media you spend to Push a message to a Consumer © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
37.
© F5DC 2010
all rights limited, reproduction forbidden without approval ✗ WWW.F5DC.COM
38.
We cannot decide
for consumers Different technology penetration Different needs at different times © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
39.
New role of
EARNED MEDIA : DIALOG Marketing Media that cost time to create propagate and maintain it adapted from Marketing profs LLC definition © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
40.
NEW MEDIA is
the connection Engage the audience Do not push a message Interaction on consumer needs © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
41.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
42.
Our responsibilities for
the new media Efforts to create the relation Be genuine Respect, personal Listen Talk Don’t try to change me Time © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
43.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
44.
THE RIGHT
PATH © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
45.
2010 engagement paradigm
Always start from the consumer needs consumer is the center of strategy consumer strategy is the center of the tactics strategy tactics innovation tactics is the center of the innovation © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
46.
Understand the role
of each Media • Selective Media • Targeted Media • Mass Media • Passive media • Accurate targeting • Mass messaging or • Privileged Consumer • Brand image • No interaction • Quality Media Focused targeting relation • Step by Step teasing • Volume marketing • Captive audience • Brand image • Selected Moment • Increased interactivity • Passive interaction TV Press Outdoor Radio Cinema • Mass Media • Emerging Media • Targeting is needed • Accurate targeting • Enrich consumer • Very Dynamic experience interaction • Dynamic and tight • Personalized marketing interaction • Potentially Intrusive Internet Mobile 2.0 © F5DC 2010 all rights limited, reproduction forbidden without approval
47.
Engage Consumer into
a personalize journey through multiple touch points Using the new media and traditional media to support the engagement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
48.
360 3.6.0
vs © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
49.
Consistent approach, coordinated
1 theme 1 Strategy 1 Creative Direction Dedicated Dedicated Dedicated Dedicated Dedicated Dedicated tactic tactic tactic tactic tactic tactic Objectives Objectives Objectives Objectives Objectives Objectives Measurements Measurements Measurements Measurements Measurements Measurements Implementation Implementation Implementation Implementation Implementation Implementation One Main Goal © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
50.
How to reach
consumers ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
51.
Example of a
potential integration Corporate site Roadshow Product information New product presentation Assets Capture information and recruit prospects Campaign site Link with the roadshow and product information First engagement, try to convince me Facebook Google Search Twitter Radio Emotional link Generate traffic Instant promotion Contest Discussion Engage to roadshow Latest offer Push to roadshow Quick Fix PR Print Campaign Apps Result of contest Main product push Mobile connection (if needed) Press relay Link to website Side angle for attraction © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
52.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
53.
MORE
IS NOT MORE © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
54.
What not to
do ? Have multiple channels, not ✗ linked Send eDM without real information Spam the entire earth with your products Have no link from event No follow up on first contact © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
55.
The must do
of modern marketers Especially if you have limited budget Call to Action ✔ Link Relevance Data Cost ROI © F5DC 2010 all rights limited, reproduction forbidden without approval Measurement WWW.F5DC.COM
56.
Marketing belong to
marketers This is not a website She is not a Social Campaign © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
57.
Introduction to ROMI
Planning - Preparation Campaign Follow up activity AUDIENCE ENGAGE CTA SALES How do you get me to do what you Activity Sales would like me to do ? the right audience ? How much does it cost per tactic to Total cost of the How much sales bring me to your CTA activity does it generate © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
58.
Example
anyone ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
59.
Personalization
Multi channel Engagement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
60.
Each client is
unique Each company is unique Each solution is unique © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
61.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
62.
http://www.fujixerox-transpromo.com/eng/ © F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
63.
Conclusion
Go watch the movie © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
64.
Conclusion
360 is not 3.6.0 Multichannel is not multiple channel Planning and strategy Measurement Consumer is key Back to reality © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
65.
Thanks. Do you have
any question ? http://bit.ly/aEmARR f5dc gregbirge Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM