Contenu connexe Plus de Gregory Birgé (20) Multichannel Marketing1. 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
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4. Non linear world
Own world
Multiple dimensions
Back to reality
The Right Path
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5. NON LINEAR
WORLD
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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.
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7. Newspapers Paid advertising
1800 1836
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8. Kinetoscope parlor Dewar’s Whisky
1894 1899
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9. Rotary Spark Transmitter Queensboro Corp
1906 1922
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10. TV in homes Bulova Ad
1906 1941
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11. Mobile handset First p2p SMS
1973 1994
Mass market 1990 SMS ad 1998
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12. Internet First banner AT&T
1990 1994
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13. Mushroom advertising effect
™ Advertising Mushroom effect, F5 Digital Consulting 2010
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14. YOU CAN NOT USE THE NEW MEDIA
THE WAY YOU WANT TO USE THE NEW
MEDIA
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15. New media requires new way of working
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17. OWN WORLD
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18. PEOPLE DON’T TRUST US ANYMORE
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19. They trust their friends
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23. MULTIPLE
LAYERS
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24. One
receiving
end
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25. Is your
budget
getting
bigger ?
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26. Media
explosion
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28. Having website, Facebook application,
augmented reality, Twitter feed
does not solve your problems
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30. REALITY
CHECK
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31. Marketers used to be in charge
BRANDS CONSUMERS
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32. Consumers are now in charge
BRANDS CONSUMERS
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33. Your new role as a marketer
Spot consumer
Guide consumer
Let him decide
Propose few routes
Bring him back to base
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34. Traditional media are like pillars
Support your BRAND
Push a message
Linked to maintain foundations
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35. New role of OWNED MEDIA : LIGHTHOUSE
Marketing efforts to
represent corporately
your brand
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36. New Role of PAID MEDIA : SUPPORT
Marketing Media you
spend to Push a
message to a
Consumer
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✗
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38. We cannot decide for consumers
Different technology
penetration
Different needs at
different times
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39. New role of EARNED MEDIA : DIALOG
Marketing Media that
cost time to create
propagate and maintain
it
adapted from Marketing profs LLC definition
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40. NEW MEDIA is the connection
Engage the audience
Do not push a message
Interaction on consumer needs
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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
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44. THE RIGHT
PATH
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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
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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
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47. Engage Consumer into a personalize
journey through multiple touch points
Using the new media and traditional media to support the engagement
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48. 360 3.6.0 vs
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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
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50. How to reach consumers ?
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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
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53. MORE
IS NOT
MORE
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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
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55. The must do of modern marketers
Especially if you have limited budget
Call to Action
✔
Link
Relevance
Data
Cost ROI
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Measurement
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56. Marketing belong to marketers
This is not a website She is not a Social Campaign
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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
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58. Example
anyone ?
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59. Personalization
Multi channel
Engagement
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60. Each client is unique
Each company is unique
Each solution is unique
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63. Conclusion
Go watch the movie
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64. Conclusion
360 is not 3.6.0
Multichannel is not multiple
channel
Planning and strategy
Measurement
Consumer is key
Back to reality
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65. Thanks.
Do you have any question ?
http://bit.ly/aEmARR f5dc gregbirge
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM