X509212 Integrated Marketing Week1 Intro
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X509212 Integrated Marketing Week1 Intro Presentation Transcript

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