integrated marketing

Marketing Costs Normalized to CPM Basis for Comparison

Comparing costs of various media channels, on a CPM basis – cost per thousand impressions basis.









UPDATED: January 30, 2013.  See also Comparative Media Costs Offline and Online



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Unified Marketing – Going Beyond Just Integrated


Wednesday, February 8th, 2012 integrated marketing, marketing No Comments

Co-Surfing – Using the Internet on a secondary device while watching television


Adults Engage with TV Online

go-digital-co-surfing-social-media-tv-overlapAmong online US adults, about two in five (43%) say they have gone online or utilized social media to comment, post, watch or read something about a television show or program, according toa recent24/7 Wall St./Harris Poll on Social Media and Television. One-third say they have done so after watching a TV show or program (33%) and fewer say they have done so either before watching (18%) or while watching (17%) a TV show or program.

Younger, Educated More Likely to Engage

Unsurprisingly considering the general demographics of the internet, younger and more educated adults are more likely to engage with TV shows online or through social media. For example, 59% of 18-to-24-year-olds report engaging in this way, with that figure progressively falling among older age brackets until reaching a low of 28% for adults 55 and older.

Similarly, 48% of college graduates, but 47% of those with some college and 35% of adults with a high school diploma or less engage with TV shows online and through social media.

Kids are Big Differentiator, Not Gender

harris-social-media-tv-overlap-users-hh-gender-mar11.gifInterestingly, men (43%) and women (42%) have essentially identical engagement rates. However, adults with a child in the household are much more likely (47%) than those without a child in the household (40%) to do so.

Women Post on Forums

harris-socnet-tv-ways-mar-2011.JPGGender differences become apparent when looking at how adults engage with TV shows online and via social media. Fifty-seven percent of women, but only 50% of men, post about TV shows on individual forums such as a personal Facebook page or Twitter account. Conversely, 38% of men but only 27% of women post on a separate media outlet site such as an entertainment blog.

Men (45%) and women (44%) post on a website or page created by the content provider, such as a Facebook page associated with a TV show, at about the same rate.

Info Main Reason to Engage Online

harris-socnet-tv-reasons-mar-2011.JPGBy far, obtaining more information is the most popular reason viewers engage with TV shows online and through social media, with 76% of respondents rating this as an important reason. Obtaining analysis or summary (68%) and obtaining a source of additional entertainment (67%) virtually tie with about two-thirds of respondents saying they are important reasons. Only about half (51%) think engaging with other viewers is important.

Largest Audience Share Less Likely to Engage

Measuring Q4 2010 audience share by age, recent Nielsen data indicates the largest share was represented by adults age 50-64 (24%), followed by those age 35-49 (22%). These audience segments represent an online engagement rate ranging from 40% to 28%. Tweens and teens age 12-17 represented the smallest share (6%). Measuring by gender, women comprised 53% of the viewing audience.

About the Data: This 24/7 Wall St./Harris Poll was conducted online within the US between March 11 and 15, 2011 among 2,526 adults (aged 18 and older). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Where appropriate, this data were also weighted to reflect the composition of the adult online population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

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Sunday, April 3rd, 2011 integrated marketing, news No Comments

Google Blimp Ads! Awesome!!! Google Adwords On A Giant Screen

launches in May!!  gotta get some before they are gone – click here to sign up

talk about awesome branding opportunity

google blimpads - 2011 April Fools

large advertising for small text ads

blimpAds by google

It is April 1, 2011, folks

Google is also hiring autocompleters – sign up right away
google autocompleters april fools #aprilfools

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Friday, April 1st, 2011 Branding, digital, integrated marketing No Comments

Long Live – a Web 2.0 Pioneer

UPDATED:  June 19, 2011.   Community curation (a bunch of people giving news items thumbs up) will live on.  Added Delicious bookmarks (community bookmarking and tagging).

Long live the spirit of – community curation will live on …

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Digital Footprint Score ™

UPDATED:  March 5, 2013

luxury hotels Digital Footprint Score March 2013


Digital Footprint Score 13.3  (2013, March)

Site: 1) visits per person, 2) pages per visit, 3) Hubspot Marketing Grade

Search: 1) domains linking in, 2) keywords driving traffic, 3) # pages cached

Social: 1) Klout Score, 2) Kred Score, 3) bitly clicks


UPDATED:  April 5, 2012

Digital Footprint Score - 2012 April Luxury Hotels

UPDATED: March 16, 2012

The version of the score below is 12.3 (which means year 2012, month 3).

Digital Footprint Score 12.3



– Hubspot overall marketing grade, indexed against others in the industry/sector
– pages per visit
– visits per unique user



– keywords driving traffic
– sites referring traffic (inbound links)
– # of pages cached by Google



– Kred Influence score, indexed against others in the industry/sector
– Kred Outreach score, indexed against others in the industry/sector
– Facebok Fans



– unique mobile content or mobile version




UPDATED:  April 5, 2011.

The Digital Footprint Score(tm) is a metric that will be published quarterly by the Digital Strategy Institute.

The parameters that go into it are the following – under 4 vectors, 1) site, 2) search, 3) social, and 4) mobile.

The version of the score below is 11.4 (which means year 2011, month 4).

Digital Footprint Score 11.5

– pages per visit
– visits per unique user
– keywords driving traffic
– sites referring traffic (inbound links)

– # of pages cached by Google

– twitter followers
– unique retweeters
– unique mentions of handle

– unique mobile content
– mobile app?  (1/0)

Meaningful comparisons are made among brands in the same industry/category, using the raw DFS score. the indexed DFS score can also give directional indication across industries (e.g. which industries as a whole are better in digital than others).

The parameters that go into the score were chosen mainly on the following criteria — that they are easy to obtain, easy to understand, AND straightforward to impact. For example if you have a low pages per visit parameter, then you impact that by adding more content pages to your site.

UPDATE:  March 25, 2011.

Digital Footprint Score 11.4

– pages per visit
– visits per unique user


– sites referring traffic (inbound links)
– keywords driving traffic

– twitter followers
– unique retweeters

– excluded in this version

DFS Score for fashion (highest)

Digital Footprint Score 11.4 - Fashion (Highest)

digital footprint score (lowest) fashion

DFS Score for Fashion Brands (lowest scores)

Original Post

The Digital Footprint Score(tm) is a new multi-metric index that helps brand marketers assess their digital marketing activities and compare it in apples-to-apples fashion to other brands in similar categories.

It takes parameters from the following 4 key areas: 1) site, 2) search, 3) social, and 4) mobile. It can be used to inform digital strategy and digital marketing tactics — those tactics will impact these parameters and improve the brand’s digital footprint score.

It is deliberately focused on measurable actions created by users NOT the size of the audience to which the ad was delivered, as in the case of the following 2 old metrics.


Gross Rating Point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media vehicle or schedule. It is the product of the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign. For example, a TV advertisement that is aired 5 times reaching 50% of the target audience, it would have 250 (GRP = 5 x 50% –) i.e., GRPs = frequency x % reach. To arrive at your total Gross Rating Points, add the individual ratings for each media vehicle you are using. You can also calculate GRP by dividing your gross Impressions by the population base and multiplying the answer by 100. GRPs are also used by broadcasters to sell their advertising space to potential customers.

A related metric is TRP, or Target Rating Point, a measure of the purchased targeted rating points representing an estimate of the component of the targeted audience being reached by an advertisement.

DFS score (digital footprint score)

Digital Footprint Score Trademark

See also – online reputation management

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Groupon Gets Personalized – But Not Enough

I’ve been getting deals for nail salon, spa treatments, and furniture cleaning. But none are relevant.  So when Groupon announced “personalization” I clicked through to try to tell it what kinds of deals were even in the right ballpark category (e.g. restaurants). Turns out it was only gender, age, and zip code.  Not gonna do much to increase relevance…

Ruh-Roh – others are just copying the proven concept and not using Groupon.  Go fast-followers!

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Thursday, July 29th, 2010 integrated marketing No Comments

What do I see? Utter, Unfathomable Inefficiency – that is retail as we know it

Have a look at the 2 pictures below taken at a mall-attached large chain retailer.  Not a SINGLE customer in the store.  Practically every rack had a red and white sale sign on it.  Look at the multiple sizes of each item that have to be made available.

Now consider this.

What is the probability of someone walking through the store to this location, finding an article of clothing that is subjectively pleasing and desirable enough for the person to pick it up and consider the price. Consider if this is a nice to have or need to have item. Further consider the price and whether it is higher or lower than the clearing price — the price at which the user (in that particular user’s mind) thinks it is a good deal and decides to buy it. What is known is the quantity of work needed to inventory, merchandise, display all the products. What is not known very well is the probability of a sale for any or all of the items in the store.

Further consider the redundant inventory of similar (or the same) generic products — redundant because multiple stores attached to the same mall carry pretty much the same generic stuff. Even brand names provide little differentiation or value add. And celebrity designers and endorsers such as Kimora, Cindy, Kathy, or even Jaclyn Smith don’t help. The entire Kimora section was just as deserted as the second photo in this bunch.

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Thursday, July 1st, 2010 integrated marketing 1 Comment

Made-Up Word Advertising — “Retina Display” — is how Apple Launches New Products

A made-up word “retina display” had every major blog and news outlet scrambling to help explain what it was. Nearly 1.1 Million search results in 19 hours. It was covered on every evening news; look closely at the thousands of related news articles, etc.  And all the major, powerful sites like Gizmodo, MacRumors, Engadget, etc. covered the event.  Similarly 1.2 million search results on the “one more thing” feature — video calling on the iPhone called FaceTime. All entirely free primetime coverage — talk about the tens of millions of impressions achieved with NO media cost — they can definitely used the money saved to ensure Steve Job’s next keynote will have sufficient WiFi bandwidth for all those live blogging the event.

Look at the following graph of relative search volume. The spike in search volume for All-You-Can-Jet (in red) is about 4X higher than the orange line (Footlongs). And the blue line for “retina display”  is 8X. Consider the cost of the paid TV media campaign supporting Subway’s Footlongs compared to the cost savings of the social media launch of JetBlue’s All-You-Can-Jet Pass and the no cost media for Apple.

Of course, not all companies will achieve the same mass coverage, but the techniques for product launches can be the same. Footlongs is an expensive paid media campaign by Subway and note how low the orange line is compared to the TWO no-cost launches.

And one more graph that shows Drobo plus 2 social media success stories — Groupon and FourSquare that even blow away Apple’s retina display — all for FREE.

Other notable examples of using made-up word advertising include JetBlue’s All-you-Can-Jet Pass and Subway’s Footlongs. Further details about JetBlue’s launch of the All-You-Can-Jet Pass is here –

Earlier unfiltered results on Google within 10 hours of launch — there are 3.9 Million results which will be de-duped overnight.

Day 1 Stats – page 1 position 3 in 44.6 million results

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Tuesday, June 8th, 2010 Branding, integrated marketing 1 Comment

online reputation management – augustine fou

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Digital Strategist - Augustine Fou

Digital Strategist

online reputation management for brands — see “digital footprint score

augustine fou social media strategist

Social Media Strategist

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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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