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Defining Integrated Marketing Communications
 

Defining Integrated Marketing Communications

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Ask five different communicators how they define integrated marketing communications and you're likely to get five different answers. I've never heard two people define it the same way. ...

Ask five different communicators how they define integrated marketing communications and you're likely to get five different answers. I've never heard two people define it the same way.

How would you define it? Here's a look at Fleishman-Hillard's PESO model (Paid, Earned, Shared, Owned) for IMC. And 3 questions you can use to help make defining IMC easier.

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  • There will be a few folks in the room (Lisa, Chris) that don’t know FH very well. We can decide if this slide goes in the front or back of the book. Note: I could not delete the border on the side or the footer – sorry.
  • The new media landscape Channels only matter in the context of toolsTraditional you know.CLICKdigital channels – blogs, websites, mobile phones – gets interesting.Other change -- perceived level of control, no longer driving the conversation. CLICK -- it’s the intersection that we want to own.
  • Justin ‘Old’ marketing math: Blast your message to 5M loose targets with the hope of actually reaching the 5,000 who are actually interested.Social media marketing based on ‘new math’
  • Silos are your biggest IMC barrier by far. Not even close.
  • Consumer contact spectrum-Not all inclusive, representative-Must recognize how digital media, especially consumer-generated social media, has extended what’s available / mandatory in the mktg mix
  • Turf war. Different departments have owned different tactics. Now needs to be integrated.Overlay contact spectrum with communications objectives - Effective marketing communications must measurably impact one of threeAwarenessPerceptionsBehaviorMix possibilities are endless -- start with the mindset that all are fair game for any marketing plan
  • Standard business plan format. Not an abandonment from how you’ve planned in the past. New way to think about it.
  • Search – the great enabler
  • -Biggest difference: ‘the masses’ are now originators, influencers and consumers of ‘the story’What we call CITIZEN JOURNALISTS
  • So we know it’s big; is it sustainable.What do you think.
  • Group interaction: can anyone give me one word that describes your mobile device?In fact, mobile is NOT just one thing – it’s an entire ecosystem of different platforms and tactics, all of which can help brands engage with consumers whenever, wherever. And it’s not really even about the platform or technology – it’s about the CONTEXT in which it’s used.Mobile represents a qualitative change from past marketing methods. The relationship with the consumer to the device is not the passive “lean back” of TV or the more active “lean forward” of the PC, but rather than fully interactive “pull it forward” of mobile. It’s up close, it’s personal, and it’s always on.There are SO many interesting things you can do to engage customers via mobile – likelive mobile polling for instance (opening activity). That was a fun activity the provided instant feedback, which really is one of the best things about mobile – instant engagement with the consumer, whenever, wherever – and at a low cost with measureable results. The future of mobile is exciting – new opportunities and deeper engagement with consumers – allowing digital to help consumers manage nearly every aspect of their busy lives on the go.
  • Not going to show the video, but do you remember it? Stop and ask how you would have handled it.
  • The limeade was waiting for these people and let me tell you story
  • We hear you, care what you think
  • What is Dominos capital value after video?Drop story in -- Limeade
  • Sales up 14% in Q1 of 2010 rafter campaign began and underway
  • Nicole

Defining Integrated Marketing Communications Defining Integrated Marketing Communications Presentation Transcript

  • How working with a PR agency can help marketing management achieve their goals
    Presented for UMKC Bloch School by Justin Goldsborough (@jgoldsborough)
    Justin Goldsborough
    justin.goldsborough@fleishman.com
    Twitter: @jgoldsborough
    Blog: www.justincaseyouwerewondering.com
    LinkedIn: http://www.linkedin.com/in/justingoldsborough
    816.512.2236
  • Today’s Agenda
    A bit about me
    Digital landscape
    Defining IMC
    Channels
    Measurement
    Case study: Dominos Pizza
    In conclusion
    Q&A
  • A bit about me…
  • St. Louis Profile
    The Largest Footprint in North America
    Client Satisfaction
    World Headquarters
    250+
    counselors specializing in public relations, digital, creative and research
    93%
    say they would recommend FH
    Our Worldwide Network
    Industry Recognition
    PRACTICE GROUPS
    2000+ employees | 80 offices
    20 languages | 28 countries
    Best Multinational Agency of the Year
    The Holmes Report, 2010
    B-to-B Communications Brand Marketing Consumer Marketing  Word-of-Mouth Food and Agribusiness Social and Digital Crisis Management Moms Mobile Research Retail Multicultural Nutrition Behavioral Change  Internal Communications Reputation Management
    Collaborative Culture
    OMNICOM FAMILY
    of clients served by more than one office
    Public Relations
    Customer Relationship Management
    Media Services
    National Advertising Agencies
    Global Advertising Brands
    Specialty Communications
    90%
  • Digital landscape
  • Buzz
    Web 2.0
    Wikis
    traditional
    Social Media
    Folksonomy
    Podcasting
    RSS
    Blogs
    Wireless
    Tagging
    Promotions
    IR
    Search engine marketing
    Grassroots
    Pitching reporters
    YouTube
    Factsheets
    Press Releases
    Online editorial outreach
    Publicity
    Consumer-generated content
    Reputationmanagement
    Public affairs
    Events
    Employee
    communications
    Citizen journalism
    Viral marketing
    Coalitions
    Brand
    Development
    Flogs
    Advergaming
    Direct
    Mail
    Mobile marketing
    Advertising
    Tivo
    Third party spokespersons
    Metaverses
    MySpace
    Social networking
    Virtual worlds
    Flickr
    digital
    Content optimization
    Facebook
    Syndication
  • Your brand here
    Reaching the right eyeballs, not all eyeballs
    New Math:
    5,000 people who sought out your message
    are more valuable than
    5 million who didn’t.
  • Citizen journalists
  • Professionals
  • Trust factor
  • Defining IMC
  • IMC is…
    The coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers
    and other end users.
    -- Wikipedia
  • What are your customers saying?
  • Are you a silo slayer?
  • Do you see the lines blurring?
    • Web sites
    • Blogs
    • Podcasts andVideos
    • Mobile/WAP
    Brand Assets
    • Telemarketing
    • Field Sales
    • Presentations / Demonstrations
    • Sponsorships
    • Television
    • Radio
    • Outdoor
    • Print Ads
    • Search / Banners / Imbedded Content
    Personal Selling
    Advertising
    Integrated Communications
    • Events / Webinars
    • Media Relations
    • Online Outreach
    • Word of Mouth
    • Product Integration
    • Social Networks
    • Video/Photo Sharing Sites
    • Wikis/Wikipedia
    • Tagging
    Sales Promotion
    • Contests / Sweeps
    • Coupons
    • Incentives
    • Point of Purchase
    Public Relations
    Direct Marketing
    • Direct Response
    • Physical Mail
    • Email
    • Mobile / TXT
    Earned Media
    Paid Media
  • IMC Toolset (P.E.S.O.)
    Shared
    Earned
    Owned
    Paid
    Objectives
    Awareness
    • Wikipedia
    • YouTube
    • Flckr
    • Tagging
    • Media Relations
    • Blogger Relations
    • Word of Mouth
    • Tagging
    • Sponsorships
    • Television / Radio
    • Direct Response
    • Print Ads
    • Outdoor
    • Search Marketing / Online Banners
    • Imbedded Content / Website Integration
    • Websites / Blogs
    • Facebook / YouTube
    • Podcasts / Videos
    • Wireless App
    • Direct Mail /Email
    • Events / Demos
    • Point of Purchase
    • Contests / Sweeps
    Knowledge
    Perceptions
    • Websites / Blogs
    • Facebook / YouTube
    • Podcasts / Videos
    • Wireless App
    • Direct Mail
    • Email
    • Events / Demos
    • Point of Purchase
    • Sponsorships
    • Television / Radio
    • Direct Response
    • Print Ads
    • Outdoor
    • Search Marketing / Online Banners
    • Imbedded Content / Website Integration
    • Wikipedia
    • YouTube
    • Flckr
    • Tagging
    • Media Relations
    • Blogger Relations
    • Word of Mouth
    • Tagging
    Preference
    • Websites
    • Wireless App
    • Events / Demos
    • Telemarketing
    • Point of Purchase
    • Contests / Sweeps
    • Coupons / Incentives
    • Sponsorships
    • Television / Radio
    • Direct Response
    • Print Ads
    • Outdoor
    • Search Marketing / Online Banners
    • Imbedded Content / Website Integration
    • Mobile / TXT
    Behavior
    Transactions, advocacy
  • the anatomy of a plan
    situation
    goals and objectives
    audiences
    messages
    strategies
    tactics – where IMC manifests
    measurement
    30
  • Channels
  • Search
    10 billion
    Searches a month
    80 percent
  • Media and influencers
  • Social media
    345 million
    Monthly visitors
    100 million
    Monthly users
    200 million
    100 million
    Monthly users
    750 million
    Members
  • Mobile
    50%
  • Measurement
  • A New Model for Social Media Measurement
    Exposure
    Engagement
    Influence
    Action
    To what degree have we created exposure to content and message?
    Who is engaging and interacting with our content? How and where?
    Have we influenced perceptions and attitudes of the target?
    What actions, if any have the target audience taken?
    Non-Financial Impact
    Possible Financial Impact/ROI
  • Case study: Dominos Pizza
  • Much worse than The Noid!
  • Dominos Ramon was listening, responding
  • Then Dominos listened, responded
  • Pizza turnaround campaign
  • Sales on the rise
    14%
  • In conclusion…
  • Q&A
  • Thank you!
    Justin Goldsborough
    justin.goldsborough@fleishman.com
    Twitter: @jgoldsborough
    Blog: www.justincaseyouwerewondering.com
    LinkedIn: http://www.linkedin.com/in/justingoldsborough
    816.512.2236
    Social Media Strategy