© Copyright 2007 Dow Jones and Company, Inc.

Marketing at Dow Jones Enterprise Media Group

Alan Scott, SVP & Chief Marketing OfficerDow Jones Enterprise Media Group

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Global revenues of $2.1 billion Over 200 locations Over 2,000 business and financial journalists

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CV

Dow Jones EMG CMO Factiva CMO Giga/Forrester VP Marketing Prescients Consultant Gartner GVP Marketing, Intl

Mktg, Sales Mgt, Electronic

delivery, Sales 3M Account Executive--------------------------------------------------------------- Board of Advisors: CMO Council Board of Directors: BMA, SIIA No MBA or “Marketing Training” No Blog, No Twitter (but I will….)

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Marketing

Sell something to someone Connect with Audience

Segmentation & Personas Thought Leadership & Value

Outside In Differentiate

More than features and functions Innovate

More than products Measure Everything Align with Sales

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New Marketing Stuff

E Books Blogs

Blog policy Twitter Viral MySpace Webinars Podcast Video Talk Back SEO/SEM Web Communities

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And:

Print Advertising WSJ, Barrons

Snail Mail PR Events

Ours Others

Sponsorships

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E Books

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E Books

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Ads

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Rules

Markets are Global Conversations Competitive Differentiation and Competitive

advantage From: product differentiation To: market(ing) differentiation by participation in the

conversation Hyper-Segmented Authentic Objective Honest

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My Rules for Marketing and PR

Participate, as a Company Enable expert employees and extend your Marketing reach,

with Codes of conduct Blogging policies

Empowering those workers with insight: The global conversation Discover the new opportunities and threats Work in “real-time” Be nimble Participate by adding value, instead of just observing Be Authentic

Define the corporate go-to network

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Create dashboards to track and measure campaigns, issues & concepts vs. competition using dynamic charts

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Heat Map gives a quick snapshot view of ‘hot’ subjects & issues

View a summary of key reputation drivers

Create a custom chart to analyse

or Access headlines &

articles for more detail

© Copyright 2007 Dow Jones and Company, Inc.

Questions?

Alan Scott, SVP & Chief Marketing OfficerDow Jones Enterprise Media Group