you're online

You’re onlineEven if you don’t know it

This story begins on graduation day

for the class of

1982

Mr. Yesterday & Mr. Tomorrow both

made the Deans List

Mr. Yesterday Mr. Tomorrow

They both become successful

business men, and found companies.

Mr. Yesterday Mr. Tomorrow

Mr. Yesterday owns Yesterday’s

Widgets

Yesterday’s Widgets

Mr. Tomorrow owns Tomorrow’s

Widgets

Tomorrow’s Widgets

GROW

They grow until they’re the biggest widget companies

in the world.

By 1990 Mr. Yesterday & Mr. Tomorrow have about the same revenue, with Mr. Yesterdays slightly higher

Revenue

Time

Both companies allocate 5% of their

profits to advertising & marketing.

For years, Mr. Yesterday & Mr.

Tomorrow divide their budgets

like this:

Print TV Outdoor Radio Direct

Mail

25% 30% 10% 20% 15%

Then one year Mr. Tomorrow

does something different

Print TV Outdoor Radio Direct

Mail

20% 25% 10% 15% 10%

Online

20%

By 2000 Mr. Yesterdays revenue lead INCREASED by 3

But Mr. Tomorrow keeps his strategy

the same.

By 2002 Mr. Yesterday’s revenue lead is noticeable

Revenue

Time

Mr. Tomorrow

Mr. Tomorrow thinks it’s time

for a change.

It’s time to change

Mr. Tomorrow investigates how

his online money is being spent

Maine-commerce

site

Banners

Email

Blog

And decides how he’ll change things...

Maine-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Step 1 was to get involved in

conversations that were

already taking place.

Blog

Twitter

Facebook

MySpace

Commenting

Widgets

Then support & promote his

participation

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Maine-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Finally provide information

about how to purchase.

Mr. Tomorrows new strategy

WORKED

By 2006, he’d narrowed the revenue GAP

Revenue

Time

But then Mr. Yesterday caught up.

Mr. Tomorrow needed to think of something

new...

In 2008, Mr. Tomorrow started

doing something different.

Main

e-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Print

TV

Outdoor

Radio

Direct

Mail

He started using all his media channels to

support online conversations ...

Main

e-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Print

TV

Outdoor

Radio

Direct

Mail

... and he began using mobile technologies as

a ‘conversation catalyst’

Main

e-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Print

TV

Outdoor

Radio

Direct

Mail

Mobile

In the eyes of your customer, are you

planning for tomorrow, or are you a Mr. Yesterday?

Because

YOU’RE ONLINEeven if you don’t know it.