Marketing Innovation Summit 2011

Last three days (6-8 June in Berlin) I visited the Marketing Innovation Summit 2011, organized by IBM/Unica. This is a summary of the most interesting things I’ve heard the last days.

Three types of Media

In the session of IBM, Graig Hayman talked about the evolution of marketing and the three types of media:

1. Payed media – the media you can buy to reach your customers such as radio, TV-ads, banners, google ads
2. The Earned Media – what your customers share and say about you on Facebook, twitter, and websites
3. Owned Media – the media that is under your own control such as your own website and your own twitter messages.

How to influence your customers

Those types of media are used to influence your customers:

• First create awareness by your prospects by using payed media
• Second generate demand by the earned media with customer experience (offer quality, be consistent and offer convenience for existing customers to make them talk about you on the earned media)
• Third energize your customers by using your Owned media such as your website and encourage them to purchase

I think this is an interesting and holistic approach on the role of the vast amount of media that can be used to interact with your customers. I challenge you to sort your marketing activities in those three types of media and find out what type of media is dominant and what type is the lease developed. Maybe this gives you some direction for your future marketing activities.

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