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Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
Defining Integrated Marketing Communications
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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
  • Transcript

    • 1. 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
    • 2. Today’s Agenda
      A bit about me
      Digital landscape
      Defining IMC
      Channels
      Measurement
      Case study: Dominos Pizza
      In conclusion
      Q&A
    • 3. A bit about me…
    • 4.
    • 5.
    • 6.
    • 7.
    • 8.
    • 9.
    • 10. 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%
    • 11.
    • 12.
    • 13.
    • 14.
    • 15.
    • 16.
    • 17. Digital landscape
    • 18. 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
    • 19. 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.
    • 20. Citizen journalists
    • 21. Professionals
    • 22. Trust factor
    • 23. Defining IMC
    • 24. 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
    • 25. What are your customers saying?
    • 26. Are you a silo slayer?
    • 27. Do you see the lines blurring?
    • 28. Brand Assets
      Personal Selling
      Advertising
      Integrated Communications
      Sales Promotion
      Public Relations
      Direct Marketing
      Earned Media
      Paid Media
    • 54. IMC Toolset (P.E.S.O.)
      Shared
      Earned
      Owned
      Paid
      Objectives
      Awareness
      Knowledge
      Perceptions
      Preference
      Behavior
      Transactions, advocacy
    • 113. the anatomy of a plan
      situation
      goals and objectives
      audiences
      messages
      strategies
      tactics – where IMC manifests
      measurement
      30
    • 114. Channels
    • 115. Search
      10 billion
      Searches a month
      80 percent
    • 116. Media and influencers
    • 117. Social media
      345 million
      Monthly visitors
      100 million
      Monthly users
      200 million
      100 million
      Monthly users
      750 million
      Members
    • 118. Mobile
      50%
    • 119. Measurement
    • 120. 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
    • 121. Case study: Dominos Pizza
    • 122. Much worse than The Noid!
    • 123. Dominos Ramon was listening, responding
    • 124. Then Dominos listened, responded
    • 125. Pizza turnaround campaign
    • 126. Sales on the rise
      14%
    • 127. In conclusion…
    • 128.
    • 129.
    • 130.
    • 131. Q&A
    • 132. 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

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