The “Unified Marketing”™ framework helps to visualize customer touchpoints across all marketing channels and across all stages of the customers’ purchase funnel to identify redundancies or gaps and thus optimize the mix of media and tactics.

1. Unified Marketing
Going Beyond Integrated Marketing
Dr. Augustine Fou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
February 8, 2012. 1

2. Media has Evolved
Always on
Always informed
Always connected
banner ads search ads
One-way Media Two-way Media Many-Way Media
February 8, 2012. 2

3. Users have Evolved
PUSH PULL
• Direct marketing People ignore “interruption media” and
• Email marketing only pay attention to information they are
• Online marketing seeking. (“Purple Cow” by Seth Godin)
• Sports marketing
• Word of mouth marketing
• Guerrilla marketing
• Blog marketing
• Event marketing
• Product placement
• In-game marketing
• Sponsorships
Advertisers push message out Users do their own research
February 8, 2012. 3

4. User Habit: “search”
Most modern users look
no further than page 1
Page 1
… if they can’t find you, you don’t exist
February 8, 2012. 4

5. User Expectation: “now”
Screen shots of how websites appear on Blackberries
JnJ.com Novartis.com
GSK.com
… if they can’t find you right now, they’ll leave.
February 8, 2012. 5

6. Users research products online
February 8, 2012. 6

7. Advertisers can no longer…
… just shout their ads at people.
February 8, 2012. 7

8. Advertisers need to put …
BRAND
PRODUCT PRODUCT PRODUCT
CUSTOMER
customer customer
segment segment
customer
segment
Product - Outward Customer - Centric
… customers in the middle.
February 8, 2012. 8

9. Unified Marketing™
YouTube videos
Search Optimization
LinkedIn Group
© Marketing Science - Use with Attribution: www.mktsci.com
… plots all marketing tactics against customers’ information needs, and
identifies redundancies and gaps in marketing spending.
February 8, 2012. 9

10. Digital is the “thread” …
1st screen 2nd screen 3rd screen
awareness consideration choice purchase advocacy
• Television • Display Ads • Search Ads • In-store • Social Media
• Print • Search Optimization Marketing
• Radio • Email • Mobile Marketing
… that ties all tactics together.

11. Dr. Augustine Fou – Chief Digital Strategist
“I help traditional advertisers make the
transition to digital by providing them
objective advice rooted in deep, hands-on
experience. I help them map marketing
tactics (both traditional and digital) to
business strategy and objectives.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
February 8, 2012. acfou@mktsci.com