FSU Dean\'s Speaker Series

“Marketing in the Digital Age”January 28th, 2010

Will Rose

Dean’s Speaker Series

Agenda

Background• Education/Employment History

Marketing Then & Now• Traditional Marketing - Advertising/PR/CRM/Product Development• Digital Marketing –SEO/SEM, eCommerce, Direct Email, Mobile• The Data Rule

Catalina Marketing’s Role

Personal Observations• What makes a good marketer these days?

Q & A

Education

B.S. Marketing

1986

M.B.A.

1990

Work Experience

86-89 Quaker Oats Company Sales

90-95 Duracell Battery CompanySales/Training/Operations

96-98 Rostra Precision Controls Sales/Marketing

99-03 Emerson Electric – ClosetMaid Marketing

04-06 Emerson Electric – Knaack Marketing

06-07 idimension Marketing

08 Consulting Marketing/Operations

09 Catalina Marketing Marketing

Traditional Marketing

• Print Collateral• Direct Mail• TV Advertising• Radio Advertising• Trade Shows• Newspaper Inserts• Public Relations• Billboards

How Do You Measure Performance?

Traditional Marketing Performance Metrics:

• Budget• Exposure• CPM (Cost Per Thousand)

• Ultimately………….Sales (unit/$)

Desired Effect

Careers made and lost on this simple chart

Traditional Marketing

How do I positively link an ad dollar to a unit sold?

Link or coincidence?

Retailer records a unit sold

CPG, Agency create & run ad

CPG/Agency create & run ad

Retailer records a unit sold

Examples of Digital Marketing Enablers

Consumer intelligence

Web based activity measurement

Consumer purchase insights

Business intelligence

Digital Marketing

Generate/Use Data• SEO/SEM• Google Analytics• eCommerce• Direct Email• Mobile Marketing

The Data Rule (formerly known as the Golden Rule)

Data

Data

Print Campaigns “Gone Digital”

“Relevant” or “Addressable” Marketing

Irrelevant Ad

Irrelevant Ad

Irrelevant Ad

Irrelevant Ad

Irrelevant Ad

Irrelevant Ad

Addressable Ad

Addressable Ad

Addressable Ad

Why Addressable?

http://www.audiencescience.com/consumer/education.asp

Joe Consumer

Catalina Marketing’s Role

• Our Printers At Each Checkout In 24,000 Stores• All Networked To Our HQ In St Petersburg• 2 Way Nightly Data Exchange

• Purchase Data Coming In• Program Data Going Out

250 Million Weekly Shopping Trips

600 Million Items Purchased

80 Million Households

130 Million Frequent Shopper Cards

800 Billion Rows of Consumer

Insight

What Does Catalina Deliver?

A. Consumer Purchase Insights?

B. Addressable Promotions?

C. Loyalty Programs?

D. Linked, Measurable Results?

E. All Of The Above

So, What Does It Take To Be A Successful Digital Marketer?

• Classic Marketing Attributes – creativity, courage, intelligence, education

+• Analytical Skills• BPM Understanding• Financial Appreciation• Diplomacy • Technical Skills

Words of Wisdom

Learn The Classics

Embrace The Data

Get Your War paint On!

Q & A