A Strategic Approach To Integrated Marketing May 2008 Louise Rijk Vice-President Marketing and Sales Advanced Media Productions, Inc. © 2008 Advanced Media Productions, Inc.

Agenda What is Integrated Marketing? Integrated Online and Offline Marketing Today A Strategic Approach to Integrated Marketing Integrated Search Marketing Search Marketing and Television Advertising Offline Influence on Search Marketing Integrated Advertising and Social Media Tracking Integrated Marketing Campaign Results Road Map for Strategic Integrated Marketing © 2008 Advanced Media Productions, Inc.

What is Integrated Marketing?

Integrated Online and Offline Marketing Today

A Strategic Approach to Integrated Marketing

Integrated Search Marketing

Search Marketing and Television Advertising

Offline Influence on Search Marketing

Integrated Advertising and Social Media

Tracking Integrated Marketing Campaign Results

Road Map for Strategic Integrated Marketing

Online Channels: Organic Search Paid Search Advertising Online Display Advertising Email Marketing Social Media Marketing Offline Channels: Television Print Advertising Direct Mail Radio Billboard What Is Integrated Marketing? An holistic approach to promote buying and selling and building brand awareness across two or more online and offline media channels. Integrated Marketing Can Include: © 2008 Advanced Media Productions, Inc.

Online Channels:

Organic Search

Paid Search Advertising

Online Display

Advertising

Email Marketing

Social Media Marketing

Offline Channels:

Television

Print Advertising

Direct Mail

Radio

Billboard

An holistic approach to promote buying and selling and building brand awareness across two or more online and offline media channels.

Integrated Marketing Can Include:

Integrated Online & Offline Marketing Today Most Marketers and Business Owners Take a Tactical Approach to Marketing and Integrated Marketing Integrated Marketing Must Go Beyond Cross-Channel Blending of Messaging and Visual Identity Complex and Fragmented Media Markets Require a Strategically-focused Integrated Marketing Plan © 2008 Advanced Media Productions, Inc.

Most Marketers and Business Owners Take a Tactical Approach to Marketing and Integrated Marketing

Integrated Marketing Must Go Beyond Cross-Channel Blending of Messaging and Visual Identity

Complex and Fragmented Media Markets Require a Strategically-focused Integrated Marketing Plan

Three Basic Steps to Integrated Marketing Planning Objective(s) Strategy Tactics A Strategic Approach to Integrated Marketing © 2008 Advanced Media Productions, Inc.

Three Basic Steps to Integrated Marketing Planning

Objective(s)

Strategy

Tactics

Integrated Search Marketing Blended Search Online News Releases, Video, Images, Blog Postings, Products in the Main Search Results Integrated Search and Online Display Advertising Search Behavioral Targeting , e.g. Linking a User’s Search Behavior to Trigger Display Ads With Relevant Product Offerings (Yahoo Smart Ads) © 2008 Advanced Media Productions, Inc.

Blended Search

Online News Releases, Video, Images, Blog Postings, Products in the Main Search Results

Integrated Search and Online Display Advertising

Search Behavioral Targeting , e.g. Linking a User’s Search Behavior to Trigger Display Ads With Relevant Product Offerings (Yahoo Smart Ads)

Search and Television Advertising Exposure to Television Advertising Leads to More Searches With Brand Keywords Search Data Can be Used to Get Almost Real-Time Feedback on a Television Ad Campaigns © 2008 Advanced Media Productions, Inc.

Exposure to Television Advertising Leads to More Searches With Brand Keywords

Search Data Can be Used to Get Almost Real-Time Feedback on a Television Ad Campaigns

Offline Influence on Online Search © 2008 Jupiter Research, LLC © 2008 Advanced Media Productions, Inc.

Integrated Advertising & Social Media Marketing © 2008 Advanced Media Productions, Inc.

Integrated Multi-Campaign Tracking “ Looking Beyond The Last Click” Multi-channel Campaign Tracking: Identifying the Lift That One Channel Provides to the Other Quantifying the Downstream Value of Online Impressions © 2008 Advanced Media Productions, Inc.

“ Looking Beyond The Last Click”

Multi-channel Campaign Tracking:

Identifying the Lift That One Channel Provides to the Other

Quantifying the Downstream Value of Online Impressions

Road Map For Strategic Integrated Marketing Goals and Objectives Situation Analysis Target Audience/Market Target Market Trends and Needs Strengths and Weaknesses Competitive Analysis Product/Service Positioning Media Mix Tactical Implementation Plan © 2008 Advanced Media Productions, Inc.

Goals and Objectives

Situation Analysis

Target Audience/Market

Target Market Trends and Needs

Strengths and Weaknesses

Competitive Analysis

Product/Service Positioning

Media Mix

Tactical Implementation Plan