On October 23rd, 2014, we updated our
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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?
Definition of “Integrated Marketing” Coordination and integration/consistency Maximizes impact on stakeholders Minimal/optimal cost
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
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)
Global Integrated Marketing Standardization Adaptation Source: examiner.com and trifter.com
Example: Any members of Netflix? Where have you seen Netflix?
Example: 30-day free trial enables consumers to try before they sign up
Example: Collecting information upon free trial sign-up
Example: Customer engagement
Example: Social marketing
Example: Search engine marketing AND optimization
Example: Database-driven E-mail and event marketing
Example: Referral program, E-mail and direct mail
Other Examples? Other examples of integrated marketing campaigns – the list is endless!