A Strategic Approach To Integrated Marketing May 2008 Louise Rijk Vice-President Marketing and Sales Advanced Media Produc...
Agenda <ul><li>What is Integrated Marketing? </li></ul><ul><li>Integrated Online and Offline Marketing Today </li></ul><ul...
<ul><li>Online Channels: </li></ul><ul><li>Organic Search </li></ul><ul><li>Paid Search Advertising </li></ul><ul><li>Onli...
Integrated Online & Offline Marketing Today <ul><li>Most Marketers and Business Owners Take a Tactical Approach to Marketi...
<ul><li>Three Basic Steps to Integrated Marketing Planning </li></ul><ul><ul><ul><ul><li>Objective(s) </li></ul></ul></ul>...
Integrated Search Marketing <ul><li>Blended Search </li></ul><ul><ul><li>Online News Releases, Video, Images, Blog Posting...
Search and Television Advertising <ul><li>Exposure to Television Advertising Leads to More Searches With Brand Keywords </...
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 <ul><li>“ Looking Beyond The Last Click” </li></ul><ul><li>Multi-channel Campaign Track...
Road Map For Strategic Integrated Marketing <ul><li>Goals and Objectives </li></ul><ul><li>Situation Analysis </li></ul><u...
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A Strategic Approach To Integrated Marketing

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Integrated marketing includes a strategic combination of offline advertising - TV, print, radio, direct mail or display, and online - social media marketing, email marketing, paid search marketing and word of mouth marketing.

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A Strategic Approach To Integrated Marketing

  1. 1. A Strategic Approach To Integrated Marketing May 2008 Louise Rijk Vice-President Marketing and Sales Advanced Media Productions, Inc. © 2008 Advanced Media Productions, Inc.
  2. 2. Agenda <ul><li>What is Integrated Marketing? </li></ul><ul><li>Integrated Online and Offline Marketing Today </li></ul><ul><li>A Strategic Approach to Integrated Marketing </li></ul><ul><li>Integrated Search Marketing </li></ul><ul><li>Search Marketing and Television Advertising </li></ul><ul><li>Offline Influence on Search Marketing </li></ul><ul><li>Integrated Advertising and Social Media </li></ul><ul><li>Tracking Integrated Marketing Campaign Results </li></ul><ul><li>Road Map for Strategic Integrated Marketing </li></ul>© 2008 Advanced Media Productions, Inc.
  3. 3. <ul><li>Online Channels: </li></ul><ul><li>Organic Search </li></ul><ul><li>Paid Search Advertising </li></ul><ul><li>Online Display </li></ul><ul><li>Advertising </li></ul><ul><li>Email Marketing </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Offline Channels: </li></ul><ul><li>Television </li></ul><ul><li>Print Advertising </li></ul><ul><li>Direct Mail </li></ul><ul><li>Radio </li></ul><ul><li>Billboard </li></ul>What Is Integrated Marketing? <ul><li>An holistic approach to promote buying and selling and building brand awareness across two or more online and offline media channels. </li></ul><ul><li>Integrated Marketing Can Include: </li></ul>© 2008 Advanced Media Productions, Inc.
  4. 4. Integrated Online & Offline Marketing Today <ul><li>Most Marketers and Business Owners Take a Tactical Approach to Marketing and Integrated Marketing </li></ul><ul><li>Integrated Marketing Must Go Beyond Cross-Channel Blending of Messaging and Visual Identity </li></ul><ul><li>Complex and Fragmented Media Markets Require a Strategically-focused Integrated Marketing Plan </li></ul>© 2008 Advanced Media Productions, Inc.
  5. 5. <ul><li>Three Basic Steps to Integrated Marketing Planning </li></ul><ul><ul><ul><ul><li>Objective(s) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Strategy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Tactics </li></ul></ul></ul></ul>A Strategic Approach to Integrated Marketing © 2008 Advanced Media Productions, Inc.
  6. 6. Integrated Search Marketing <ul><li>Blended Search </li></ul><ul><ul><li>Online News Releases, Video, Images, Blog Postings, Products in the Main Search Results </li></ul></ul><ul><li>Integrated Search and Online Display Advertising </li></ul><ul><ul><li>Search Behavioral Targeting , e.g. Linking a User’s Search Behavior to Trigger Display Ads With Relevant Product Offerings (Yahoo Smart Ads) </li></ul></ul>© 2008 Advanced Media Productions, Inc.
  7. 7. Search and Television Advertising <ul><li>Exposure to Television Advertising Leads to More Searches With Brand Keywords </li></ul><ul><li>Search Data Can be Used to Get Almost Real-Time Feedback on a Television Ad Campaigns </li></ul>© 2008 Advanced Media Productions, Inc.
  8. 8. Offline Influence on Online Search © 2008 Jupiter Research, LLC © 2008 Advanced Media Productions, Inc.
  9. 9. Integrated Advertising & Social Media Marketing © 2008 Advanced Media Productions, Inc.
  10. 10. Integrated Multi-Campaign Tracking <ul><li>“ Looking Beyond The Last Click” </li></ul><ul><li>Multi-channel Campaign Tracking: </li></ul><ul><ul><li>Identifying the Lift That One Channel Provides to the Other </li></ul></ul><ul><ul><li>Quantifying the Downstream Value of Online Impressions </li></ul></ul>© 2008 Advanced Media Productions, Inc.
  11. 11. Road Map For Strategic Integrated Marketing <ul><li>Goals and Objectives </li></ul><ul><li>Situation Analysis </li></ul><ul><li>Target Audience/Market </li></ul><ul><li>Target Market Trends and Needs </li></ul><ul><li>Strengths and Weaknesses </li></ul><ul><li>Competitive Analysis </li></ul><ul><li>Product/Service Positioning </li></ul><ul><li>Media Mix </li></ul><ul><li>Tactical Implementation Plan </li></ul>© 2008 Advanced Media Productions, Inc.
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