The Fusion Marketing Bible

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any other use of the work is strictly prohibited Your right to use the work may be terminated if you fail to comply with these terms THE WORK IS PROVIDED “AS IS.” McGRAW-HILL AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE McGraw-Hill and its licensors not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free Neither McGraw-Hill nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom McGraw-Hill has no responsibility for the content of any information accessed through the work Under no circumstances shall McGraw-Hill and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise CONTENTS FOREWORD INTRODUCTION ACKNOWLEDGMENTS PART1 FUSION MEDIA MARKETING It’s Not About the Tools, It’s All About Strategy The Evolution of Marketing: How We Got Here Traditional Marketing Imaged: Everything at a Glance Interconnection: Traditional Media Revelation Social Media and Digital Marketing: Word of Mouth at the Speed of Light Digital Marketing Interconnection: A Digital Synergy Traditional and Digital Integration: “Fusion Marketing” What’s Working: Traditional Media Cost of Customer Acquisition Revealing the Trinity of Social Media: The Big Three 10 Fusion Media Marketing: The Best of Both Worlds 11 Strategy: Tactics, Tools, and Objectives—the Perfect Balance 12 Take It to the Limit: “Going Fractal” 13 Moving from 2D to 3D: Exponential Opportunities PART2 CRITICAL CONCEPTS 14 The Five Steps to Fusion Marketing Success 15 Conversion Strategy First: Tactics, Tools, and Microstrategies 16 The Psychology Behind the Technology: We’re All Drug Pushers 17 Understanding the Sales Funnel: Just Being There 18 Filling the Void: From One Come Many CONCLUSION INDEX FOREWORD Imagine marketing as a lot of Lego blocks Any company’s marketing strategy is constructed by bolting together some of these Lego blocks A small and inexperienced company may use only a few, like direct mail and the Yellow Pages, the equivalent of a tiny building A sophisticated company will construct a large marketing strategy building with several stories and many rooms named TV, radio, Internet, and so on When a new technology comes along, as personal computers did in the 1970s or the Internet in the 1990s, the building owners wonder whether it will be of any help to them The bigger ones will generally be the first to try the new technology, since they have the experts who can figure out how to use it But there is always a problem Their strategy building has already been built There are no vacant rooms Therefore, the new technology room is simply bolted onto the backside of the building and used sporadically, often with very little integration with what is going on in the other rooms Finally the new technology may become so important that the management decides to remodel That is what happened at a lot of companies around 2004, when it became clear that the Internet was no longer just another room out back, but was a central component in the twentyfirst-century marketing strategy Today’s new technology is social media Most small companies don’t understand it well or know how to use it effectively Big companies have done what they always do: try to bolt it on as a new room out back that is not integrated with much of anything else Most of them just talk about their new room and let the people in it what they want to, since no one else understands the new technology anyway, and it doesn’t cost very much The building owners may expect that they will need to some major remodeling in a few years, just as they did to integrate the Internet Normally, the remodeled building looks the same; it just has more rooms But this time they are in for a big surprise Social media cannot be contained in a room Unlike other media, it cannot wait for a knock at the door and a cheery voice saying, “Okay, time for some direct mail” or some other sort of one-way media that which is pushed out to the public on various media channels The smartest businesses will realize that they cannot remodel their old building; instead, they will need to design a new building around the strengths of the new media that make it different from nearly everything that has come before: it is instantaneous, it is two-way, and it is virtually free In short, the hallmark of this new building’s design will be collaboration—the business’s collaboration with customers and customers’ collaboration with one another Like a critical mass for a nuclear bomb, these collaborations can lead to spectacular new marketing achievements—but only if they are assembled in the right way to achieve that mass The new building will have almost all of the same rooms as before —TV, outdoor, print—but they will all be interconnected, and every one of them will also be connected to social media and to the Internet, just as every room in a real building is connected to the electrical and air conditioning systems That is the marketing strategy building of the early twenty-first century But few people can visualize such a building, much less understand how all those rooms must fit together to create a sleek, efficient, and powerful marketing system that creates integrated, collaborative multimedia messages that can hit the same target from eight different directions, each with a message specially designed for that medium Buyers are already bombarded by a thousand or more “buy me” messages every day, and the number is growing Only the companies that find a new way will prosper The old ways will always be important, but the new ways are what will separate the winners from the losers ... Morons or Tweet Your Way to Riches Fusion Marketing utilizes all the tactics and tools that I laid out in The Social Media Bible, but the focus of The Fusion Marketing Bible is strategy This book combines... Marketing Psychology Group 10 INTRODUCTION Welcome to the future! Just as The Social Media Bible showed you the profound impact that social media is having on marketing today, so The Fusion Marketing. .. the Internet in the 1990s, the building owners wonder whether it will be of any help to them The bigger ones will generally be the first to try the new technology, since they have the experts who