How to Run a Successful Integrated Marketing Program

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-Running a successful dynamic integrated program
-Knowing your audience
-How do you choose the right media channels to get the best ROI?
-Best practices in campaign strategy, implementation and measurement

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  • Whiteboard exercise/icebreakerToday, we’ll talk about all of the many options available to connect with our key audiences. As we all know, there are many choices, with new ones popping up on almost a daily basis.Let’s take a few minutes to identify some of them…
  • S, how do you decide? How do you evaluate, based on the objectives and strategies you’ve created, each of the available communications channels?
  • The simple answer, is that you don’t decide, “they” do.
  • So who is “they”? They are you customers, prospective customers, any people you are trying to influence with your messaging and communications.
  • ----- Meeting Notes (2/29/12 16:13) -----Creating the right teammarketing communicationssalesproduct marketingindustry marketingdistribution
  • How to Run a Successful Integrated Marketing Program

    1. 1. Building an IMC Plan: How to Make the Right Choices
    2. 2. How to get started
    3. 3. Then Now Print Direct mail Collateral Tradeshows Print Direct mail Collateral Tradeshows Organic search Paid search CRM CPL Email marketing Blogs Social E-newsletters Webinars Virtual tradeshows Etc. Etc. Etc…
    4. 4. So how do you decide
    5. 5. You don’t. “They” decide.
    6. 6. Who’s “they”?
    7. 7. • How does your audience prefer to consume information? • What kind of information do they value? • What are your objectives? (branding, lead- gen, etc.)? You need to know and understand your audience:
    8. 8. IMC Media Partners Primary Research Sales and Product Marketing Historical Data “A” “B” Testing Web Analytics Social Media
    9. 9. A B
    10. 10. Marketing Communications Sales Product Marketing Industry Marketing Distribution
    11. 11. $0 $4,000 $8,000 $12,000 Jul Aug Sep Oct Nov Dec Spend vs. Content Engagement Paid Search Online Banners eNews Sponsor Value-added Print 1431 1601 1693 1638 1651 1543 Unique Views of Military Content on Molex.com (ALL sources)

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