“Digital” has caused everything in marketing to be in flux. However, clients should focus on the information needs of their customers. By doing so they will have a unifying principle to guide all of the changes and adaptations they need to do.”

1. Top Digital
Challenges for
Marketers Today
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
May 9, 2012.

2. Metrics, Analytics, ROI
• What metrics to use
• What constitutes good vs bad numbers
• How to correlate back to ROI
May 9, 2012 2

3. Unifying, Integrating
Instead of …
Traditional Digital
Metric: Metric:
Size of VS Actions of
Audience Users
Pitching + Catching
May 9, 2012 3

4. Securing digital budget
• Plot all marketing (traditional and digital)
• Find redundant spending
• Find gaps in spending
Further reading:
Unified Marketing - Going Beyond Integrated Marketing
May 9, 2012 4

5. Rebalancing mix
• How to compare diverse metrics
• Standardization of reporting
• Identifying efficiencies
REACH
ROI
May 9, 2012 5

6. Creating lasting impact
From this: To this:
paid marketing campaigns social media:
always increasing value
May 9, 2012 6

7. Keeping current – what matters?
May 9, 2012 7

8. One-way to Two-way
From one-way ads to dialoging with customers
May 9, 2012 8

9. Agency relations
From long term AORs to project-based specialists
Holding Company/AOR Digital/Projects
May 9, 2012 9

10. Organizational structure
From siloed departments to cross-functional teams
May 9, 2012 10

11. So What?
“Digital” has caused everything in
marketing to be in flux. However, clients
should focus on the information needs of
their customers. By doing so they will have
a unifying principle to guide all of the
changes and adaptations they need to do.”
- Dr. Augustine Fou
May 9, 2012 11

12. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an industry-recognized thought
leader in digital strategy, search and social media
marketing and former Group Chief Digital Officer of
Omnicom's Healthcare Consultancy Group. Dr. Fou has
over 16 years of management consulting and digital
strategy consulting experience, advising CMOs,
marketing executives, and global brands. He pioneered
the application of the Unified Marketing™ framework
to optimize marketing and advertising across traditional
and digital channels.
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
May 9, 2012 12
acfou@mktsci.com