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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 …

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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  • 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. 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.
  • 3.
    • 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.
  • 4. 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.
  • 5.
    • Three Basic Steps to Integrated Marketing Planning
          • Objective(s)
          • Strategy
          • Tactics
    A Strategic Approach to Integrated Marketing © 2008 Advanced Media Productions, Inc.
  • 6. 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.
  • 7. 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.
  • 8. Offline Influence on Online Search © 2008 Jupiter Research, LLC © 2008 Advanced Media Productions, Inc.
  • 9. Integrated Advertising & Social Media Marketing © 2008 Advanced Media Productions, Inc.
  • 10. 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.
  • 11. 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.