1. 360 Degree
Marketing in a Digital
World
ADMA Forum Keynote
Brian Fetherstonhaugh
Sydney, Australia
August 17, 2011

2. 360 Degree
Marketing in a Digital
World
ADMA Forum Keynote
Brian Fetherstonhaugh
Sydney, Australia
August 17, 2011

3. 360 Degree
Marketing in a Digital
World
ADMA Forum Keynote
Brian Fetherstonhaugh
Sydney, Australia
August 17, 2011

4. How do you actually do
Integrated Marketing?

6. #1: MOST “INTEGRATED” MARKETING
ISN’T

7. #1: MOST “INTEGRATED” MARKETING
ISN’T

8. #1: MOST “INTEGRATED” MARKETING
ISN’T

9. REAL 360 DEGREE MARKETING
• A timed series of marketing actions
• ... built around a compelling insight or idea
• ... which deploys the most intelligent recipe of
channels
• ... to propel customers and prospects along a
pathway
• ... to achieve measurable business outcomes

11. #2 : THE 4 P’S ARE OUT. THE 4 E’S ARE IN
PRODUCT
PLACE
PRICE
PROMOTION

12. #2 : THE 4 P’S ARE OUT. THE 4 E’S ARE IN
EXPERIENCE
EVERYPLACE
EXCHANGE
EVANGELISM

13. #3 : THE STARTING POINT IS ALWAYS
THE CUSTOMER JOURNEY
TRIGGER
EVENTS
SHARE RESEARCH
SHOP &
USAGE PURCHASE
THE CUSTOMER JOURNEY

14. #3 : THE STARTING POINT IS ALWAYS
THE CUSTOMER JOURNEY
TRIGGER
EVENTS
SHARE RESEARCH
SHOP &
USAGE PURCHASE
THE CUSTOMER JOURNEY

15. BIG
IDEA

16. #4 : INTEGRATION DEMANDS A BIG IDEA
BIG
IDEA

18. #5: ACT WITH DISCIPLINED AGILITY

19. Yaaay!
Wheee!
Wow!

20. HIGHWAY TO
HELL

21. HIGHWAY TO
HELL

22. STAIRWAY TO
HEAVEN

23. STAIRWAY TO
HEAVEN

24. CREATING THE STAIRWAY TO HEAVEN

25. CREATING THE STAIRWAY TO HEAVEN
•Ambition
•Customer Journey
•Platform Choices
START HERE
PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4

26. CREATING THE STAIRWAY TO HEAVEN
•Ambition
•Customer Journey
•Platform Choices ADD TEST #2
OPTIMIZE #1
START HERE
PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4

27. CREATING THE STAIRWAY TO HEAVEN
ADD TEST #3
•Ambition
OPTIMIZE #1, 2
•Customer Journey
•Platform Choices ADD TEST #2
OPTIMIZE #1
START HERE
PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4

28. CREATING THE STAIRWAY TO HEAVEN
ADD TEST #4
OPTIMIZE #1, 2, 3
ADD TEST #3
•Ambition
OPTIMIZE #1, 2
•Customer Journey
•Platform Choices ADD TEST #2
OPTIMIZE #1
START HERE
PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4

29. Here’s a great example of real
360-degree integrated marketing in action

30. WATSON

31. Technology is enabling
WATSON
a new generation of
leaders and making our
planet smarter
Leadersthe world’s imagination
Capture who can build
constituency, think
systematicallySmarter Planet
Drive relevance of and
cultivate an information
and analytics-led culture
Shift the conversation to create demand
At IBM, we recognize
this special breed of

33. Let’s go,
the IBM logo, ibm.com, DB2, POWER7 Systems, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at www.ibm.com/legal/copytrade.shtml.
humans.
Today the IBM computer Watson begins a three-day contest against
Ken Jennings and Brad Rutter, two of the most successful human
Let’s go,
champions of the TV quiz show Jeopardy!
The game poses an extraordinarily difficult set of problems for computer
science. Jeopardy! clues and the categories themselves are filled with
humans.
puns, irony, complexity, ambiguity, double meaning—challenging for
humans, confounding for computers.
It is a very human kind of data. And it is the kind of data that computers
are increasingly being asked to handle. Every day, the world creates
more than 2.5 exabytes of new data, and more than half comes not
Today the IBM computer Watson begins a three-day contest against in neat database language but in natural language, the language of
Ken Jennings and Brad Rutter, two of the most successful human
everyday life and business—e-mails, tweets, IMs, journals, blogs. This
champions of the TV quiz show Jeopardy!
highly informal content is shot through with the very kind of complex,
The game poses an extraordinarily difficult set of problems for computer
contextual language showcased on Jeopardy!
science. Jeopardy! clues and the categories themselves are filled with
puns, irony, complexity, ambiguity, double meaning—challenging for Human competitors on Jeopardy! grasp natural language clues
humans, confounding for computers.
intuitively and with astonishing speed. Watson, at first, took up to 2
It is a very human kind of data. And it is the kind of data that computers
hours to answer a single Jeopardy! question—a formula for desperately
are increasingly being asked to handle. Every day, the world creates
boring television. To close the gap, IBM scientists developed more
more than 2.5 exabytes of new data, and more than half comes not
in neat database language but in natural language, the language of than 450 algorithmic techniques. Moreover, Watson’s errors in analysis
everyday life and business—e-mails, tweets, IMs, journals, blogs. This were reduced using IBM DB2® database software in the development
highly informal content is shot through with the very kind of complex, phase, and its speed was boosted by a massively parallel computing
contextual language showcased on Jeopardy! platform built on POWER7 Systems™—not exotic, one-of-a-kind
Human competitors on Jeopardy! grasp natural language clues computers, but the high-performance computers IBM clients use.
intuitively and with astonishing speed. Watson, at first, took up to 2
hours to answer a single Jeopardy! question—a formula for desperately Watson’s three days of televised fame will soon fade. But no matter who
boring television. To close the gap, IBM scientists developed more wins the challenge on TV, humankind will triumph in the end. Already,
than 450 algorithmic techniques. Moreover, Watson’s errors in analysiswe are exploring ways to apply Watson’s remarkable technological
were reduced using IBM DB2® database software in the development
intelligence to the most pressing human challenges—in medicine and
phase, and its speed was boosted by a massively parallel computing
platform built on POWER7 Systems™—not exotic, one-of-a-kind law, academia and business. Watson is a tool designed to help serve
computers, but the high-performance computers IBM clients use. our needs, extend our ambitions and, ultimately, make our lives and
our society smarter. Let’s build a smarter planet. ibmwatson.com
Watson’s three days of televised fame will soon fade. But no matter who
wins the challenge on TV, humankind will triumph in the end. Already,
we are exploring ways to apply Watson’s remarkable technological
intelligence to the most pressing human challenges—in medicine and
Watson vs the Jeopardy! champions, February 14–16.
law, academia and business. Watson is a tool designed to help serve
our needs, extend our ambitions and, ultimately, make our lives and
our society smarter. Let’s build a smarter planet. ibmwatson.com
Watson vs the Jeopardy! champions, February 14–16.
ernational Business Machines Corporation 2011.

38. Trigger-driven demand generation
22

39. Trigger-driven demand generation
Subject line: IBM: Put a reliable performer at the core of your operation
22

40. Humans win!
Yesterday, the IBM computer Watson and former champions
Ken Jennings and Brad Rutter concluded their series of challenges
on the TV quiz show Jeopardy!
And the winner was—resoundingly—humankind.
Watson’s advances in deep analytics—and its ability to interpret
unstructured content and natural language (like the complex,
contextual, punning language on Jeopardy!)—will now be directed
toward the world’s most enticing challenges.
IBM, the IBM logo, ibm.com, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web
Natural language is the language of our lives and, increasingly, of
our businesses. Watson’s ability to discover insights in this very
human data has the potential to transform industry and society.
Already, we are exploring ways to apply Watson’s skills to the rich,
varied language of healthcare, finance, law and academia.
As a way to make the technology more accessible, we are
also at work developing a “Watson cloud”—to help people and
organizations understand data and answer questions they
couldn’t answer before.
During the four years that IBM scientists prepared Watson to
compete on Jeopardy!, they came to appreciate more fully
the speed, flexibility and sweep of the human mind. And now,
through their own extraordinary efforts, they have created a tool
that will extend human potential and address many of our most
pressing concerns.
We believe that the technology underlying Watson will help us
make our lives, our work and our societies smarter. Win-win-win.
Let’s build a smarter planet.
Learn more at ibmwatson.com
at www.ibm.com/legal/copytrade.shtml. © International Business Machines Corporation 2011.
IBM, the IBM logo, ibm.com, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web
at www.ibm.com/legal/copytrade.shtml. © International Business Machines Corporation 2011.

42. TOPLINE RESULTS
34.5MM
viewers

43. TOPLINE RESULTS
Leno spoofed
our TV spot
Conan featured a
recurring Watson
skit for 3 nights
PBS NOVA devoted
an entire episode
to Watson
Jon Stewart Wants a
Shot At IBM’s Watson
34.5MM
viewers More than 1 million
views of IBM
Watson videos on
YouTube
29,587 “Likes”
Top 3
1.3 billion overall
impressions

44. TOPLINE RESULTS
70% of America
Leno spoofed was aware of Watson
our TV spot
Conan featured a
recurring Watson
skit for 3 nights
PBS NOVA devoted
an entire episode
to Watson
760K visits to
IBMWatson.com
Jon Stewart Wants a
Shot At IBM’s Watson
42% more
organic traffic than
2010 Smarter Planet
campaigns
34.5MM
viewers More than 1 million
views of IBM
Watson videos on
YouTube
116 client
briefing
nominations in
first 6 weeks
29,587 “Likes”
561 Validated
Leads
Top 3
1.3 billion overall
impressions

45. TOPLINE RESULTS
70% of America
was aware of Watson
Over $50MM
Leno spoofed
our TV spot
Conan featured a in earned PR value
recurring Watson
skit for 3 nights
PBS NOVA devoted
an entire episode
to Watson
760K visits to
IBMWatson.com
Jon Stewart Wants a
$260MM
Shot At IBM’s Watson in Validated Lead
Revenue
42% more
organic traffic than
2010 Smarter Planet
campaigns
34.5MM
viewers More than 1 million
views of IBM
Watson videos on
YouTube
116 client
briefing
nominations in
first 6 weeks
$37.7MM in
WIN Revenue
29,587 “Likes”
561 Validated
Leads
Top 3
1.3 billion overall
impressions

46. To learn more about the future of marketing, look for
The IBM Global Chief Marketing Officer Study
To be released October 2011

47. WHERE WILL
YOU LEAD
US ?

48. brian.fetherstonhaugh@ogilvy.com

49. brian.fetherstonhaugh@ogilvy.com