X509212 Integrated Marketing Week1 Intro

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X509212 Integrated Marketing Week1 Intro

  1. 1. Introduction to integrated marketing<br />X50.9212 Integrated Marketing – Week 1<br />
  2. 2. Let’s Brainstorm!<br />Get into pairs and discuss the following questions:<br />1. Why do you think integrated marketing is so important? <br />2. What do you think is the most important change that marketing has seen in the past decade?<br />3. What one company do you feel has really stayed on the forefront of marketing today? <br />
  3. 3. Definition of “Integrated Marketing”<br />Coordination and integration/consistency<br />Maximizes impact on stakeholders<br />Minimal/optimal cost<br />
  4. 4. Marketing Mix Overview<br />
  5. 5. Integrated Marketing Components<br />
  6. 6. New Trends and Capabilities<br />Increase in information technology capabilities<br />Shifts in channel power<br />Retail to web; increase in avenues of information<br />Increase in competition<br />Nationally and globally; small and large<br />
  7. 7. New Trends and Capabilities<br />Brand parity<br />Consumer difficulty in differentiating between brands<br />Information integration<br />Contact point management and “path to conversion”<br />The fall of the TV ad (and mass media)<br />
  8. 8. Global Integrated Marketing<br />Standardization<br />Adaptation<br />Source: examiner.com and trifter.com<br />
  9. 9. Example:<br />Any members of Netflix? <br />Where have you seen Netflix? <br />
  10. 10. Example:<br />30-day free trial enables consumers to try before they sign up<br />
  11. 11. Example:<br />Collecting information upon free trial sign-up<br />
  12. 12. Example:<br />Customer engagement <br />
  13. 13. Example:<br />Social marketing <br />
  14. 14. Example:<br />Search engine marketing AND optimization<br />
  15. 15. Example:<br />Database-driven E-mail and event marketing<br />
  16. 16. Example:<br />Referral program, E-mail and direct mail<br />
  17. 17. Other Examples?<br />Other examples of integrated marketing campaigns – the list is endless!<br />
  18. 18. Introduction & Class Overview<br />X50.9212 Integrated Marketing – Week 1<br />

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