Integrated Marketing: The Secrets of 21st Century Business Promotion

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Brand and Marketing Agency presentation on Integrated Marketing. showing you how to set up your integrated online marketing strategy, understand what channels and tools to use (from social media, email marketing, Pay-Per-Click advertising to Search Engine Optimisation) and gain insight into how you can manage and measure your marketing effectively.

"What is the right way to reach our audience online?" This has become one of the driving questions for UK business in 2012, as they are targeting an increasingly fragmented customer base.
The answer is to ensure you're reaching them through the most relevant online marketing channels in the most effective and easiest way possible! Make everything you do count.

For more about 3seven9, visit www.3seven9.com?c=SS or contact us at hello@3seven9.com or +44 (0) 1344 667 410

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Integrated Marketing: The Secrets of 21st Century Business Promotion

  1. 1. Integrated Marketing:The Secrets of 21st Century Business PromotionAylesbury Chamber 19/10/2012 © 3seven9 Agency Ltd
  2. 2. Contents• 21st Century Marketing• Understanding the marketing channels• Current Trends• How to set up your strategy• Manage and measure your integrated marketing• Case Study © 3seven9 Agency Ltd
  3. 3. What is Marketing? © 3seven9 Agency Ltd
  4. 4. INTEGRATED MARKETING21st CENTURY MARKETING © 3seven9 Agency Ltd
  5. 5. 20th Century Marketing: Company focused © 3seven9 Agency Ltd
  6. 6. 21st Century Marketing: Customer focused © 3seven9 Agency Ltd
  7. 7. 21st Century Marketing: Integrated Social Media Networks Advertising Family, Friends Employers Colleagues Analysts Customers Competitors Influencers Journalists Bloggers Websites Publications Thought leaders © 3seven9 Agency Ltd
  8. 8. The Problem with Integrated Marketing Awareness Discovery ValidationBuying General Recognise Problem Evaluate Select Best Negotiate Market and Opportunity Defined Options OptionProcess Education Purchase Various Digital Marketing Channels (SEO, PPC, Email, Social, PR etc)Selling Target Qualify Explain Submit Close Fulfill Prospects Prospects Solution ProposalProcess © 3seven9 Agency Ltd
  9. 9. INTEGRATED MARKETINGUNDERSTANDING THE CHANNELS © 3seven9 Agency Ltd
  10. 10. Channels for success Primary Channel Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  11. 11. Channels for success Primary Channel Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  12. 12. Channels for success Primary Channel Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  13. 13. Channels for success Primary Channel Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  14. 14. Channels for success Primary Channel Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  15. 15. Channels for success Primary Channel Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  16. 16. Channels for success Primary Channel Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  17. 17. Channels for success Primary Channel Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  18. 18. Channels for success Primary Channel Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  19. 19. Channels for success Primary Channel Works well with... Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online PR Search Engine Optimisation Affiliate Marketing Social Media Marketing Viral Campaigns Conversion Rate Optimisation (CRO) © 3seven9 Agency Ltd
  20. 20. Channels for success Primary Channel Works well with... Display Advertising PPC Social Media Email Marketing Social Media CRO Pay-Per-Click Advertising (PPC) SEO CRO Online PR Email Marketing SEO Search Engine Optimisation Social Media PPC Affiliate Marketing CRO Social Media Social Media Marketing SEO PPC Viral Campaigns Social Media SEO Conversion Rate Optimisation (CRO) PPC Email Marketing © 3seven9 Agency Ltd
  21. 21. INTEGRATED MARKETINGCURRENT TRENDS © 3seven9 Agency Ltd
  22. 22. More companies are attempting an integratedapproach to marketing © 3seven9 Agency Ltd
  23. 23. Marketing Channels, by Priority 60% 50% 50% 39% 39% 40% 34% 30% 20% 18% 20% 13% 13% 12% 10% 10% 9% 10% 6% 5% 4% 4% 4% 0% © 3seven9 Agency Ltd
  24. 24. Email and website activity are most likely to beintegrated with overall marketing activity 90% 80% 70% 60% 51% 50% 50% 40% 37% 32% 31% 29% 30% 26% 20% 16% 14% 13% 10% 0% © 3seven9 Agency Ltd
  25. 25. Correlation between level of integration and ease ofintegration ... for some channels 90% 80% 78% 70% 75% 75% 72% 60% 51% 50% 59% 58% 50% 53% 51% 40% 37% 32% 31% 43% 29% 40% 30% 26% 20% 16% 14% 13% 10% 0% Proportion of respondents reporting channels are "very integrated" Proportion of respondents reporting "straightforward" to integrate © 3seven9 Agency Ltd
  26. 26. INTEGRATED MARKETINGHOW TO SET UP YOUR STRATEGY © 3seven9 Agency Ltd
  27. 27. Process for success1) Business Objectives 2) Resource/Cost 3) Channels• What goals does the • Team strengths? • How do they business want to • Availability? support and interact achieve? • Cost to use? with each other?6) Measuring 5) Time 4) Content• Campaign KPIs? • How to engage, • What does the• Cost vs Conversion when, frequency? audience want? • Next steps? • PDF? Video? Blog? © 3seven9 Agency Ltd
  28. 28. Goal Examples Company Goals Brand Awareness Thought Leadership Increase Traffic Sales Very High HighBudget Medium Small Haha, good one! © 3seven9 Agency Ltd
  29. 29. Goal Examples Company Goals Brand Awareness Thought Leadership Increase Traffic Sales Very High HighBudget Medium Small Haha, good one! © 3seven9 Agency Ltd
  30. 30. Examples of success Company Goals Brand Awareness Thought Leadership Increase Traffic Sales #1 - Display #1 - Viral #1 - Viral #1 - CRO Very High #2 - Viral #2 - Display #2 - SEO #2 - SEO #3 - SEO #3 - Social #3 - PPC #3 - Email #1 - Viral #1 - Viral #1 - Viral #1 - CRO High #2 - Display #2 - Display #2 - SEO #2 - SEOBudget #3 – SEO #3 – Social #3 - PPC #3 - Email #1 - Viral #1 - Viral #1 - Viral #1 - CRO Medium #2 - SEO #2 - Social #2 - SEO #2 - SEO #3 – Display #3 – Display #3 - PPC #3 - Email #1 - SEO #1 - Viral #1 - Viral #1 - CRO Small #2 - Social #2 - Social #2 - SEO #2 - SEO #3 – Affiliate #3 – Online PR #3 - Social #3 - Email #1 - SEO #1 - Viral #1 - Viral #1 - CRO Haha, good #2 - Social #2 - Social #2 - SEO #2 - SEO one! #3 - Affiliate #3 - Online PR #3 - Social #3 - Email © 3seven9 Agency Ltd
  31. 31. INTEGRATED MARKETINGMEASURING SUCCESS © 3seven9 Agency Ltd
  32. 32. Goals for success SEO Online PPC PR Goal Affiliate Email Social © 3seven9 Agency Ltd
  33. 33. Sales Goal Measurement Marketing Goal Client Average Order Conversion rate Value Lead enquiry form submission 15% £1,000 Pricing Page 5% £500 Newsletter sign-up 4% £1,500 White paper download 12% £1,250 Video view 10% £1,100 Leaving comments or reviews 5% £250 Use of Live Chat 20% £2,000 © 3seven9 Agency Ltd
  34. 34. Goals for success PPC(10% converts, £1.5k, 10 Leads p/m) SEO(30% converts, £2k, 15 Leads p/m) Marketing Client Average Goal Conversion rate Order Value White paper Email download 12% £1,250(5% converts, £500, 25 Leads p/m) Social(35% converts, £1k, 17 Leads p/m) © 3seven9 Agency Ltd
  35. 35. Metrics for success © 3seven9 Agency Ltd
  36. 36. INTEGRATED MARKETINGA 3SEVEN9 CASE STUDY © 3seven9 Agency Ltd
  37. 37. Integrated Marketing Case Study Awareness Discovery ValidationBuying General Evaluate Select Best Market Options OptionProcess Education Various Digital Marketing Channels (SEO, PPC, Email, Social, PR etc)SellingProcess © 3seven9 Agency Ltd
  38. 38. Integrated Marketing Case Study Google PPC Search + Display Affiliate Marketing White paper Database Alert Online Test Mail © 3seven9 Agency Ltd
  39. 39. Integrated Marketing Results © 3seven9 Agency Ltd
  40. 40. Summary 1. Web, Email, Social & SEO are the four biggest integrated marketing channels businesses use 2. Define your business drivers first! (What are your goals?) 3. Understand your business’ natural strengths, resource and budget 4. Set up the channels, train the resource, create the content and make the time 5. Set up your metrics and measure your success © 3seven9 Agency Ltd
  41. 41. Thank you.If you have any further questions please contact david.wood@3seven9.com or find us at www.3seven9.com © 3seven9 Agency Ltd

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