The New Integrated Marketing Presentation 11.18.09

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Symmetri Marketing VP Ray Villares' speech to the BMA Chicago breakfast series on the New Integrated Marketing

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The New Integrated Marketing Presentation 11.18.09

  1. 1. BMA Chicago – Nov 18, 2009
  2. 2. Introductions RAY VILLARES V.P. Digital Services Symmetri Marketing Group S t i M k ti G @rvillares Ray Villares DAN O’BRIEN TYLER PENNOCK JEFF JUDGE Co-Founder SVP / Director of Co-Founder Vivid Ascent Social Media Interactive Mediums Ruder Finn
  3. 3. Recap on Previous BMA Social Sessions • Social activity is growing at Social activity is growing at  an exponential rate • Search rankings are Search rankings are  becoming heavily  influenced by social  influenced by social marketing • C t t i till ki Content is still king • Measurement is crucial 3
  4. 4. Presentation Topics • Today s Customers Today’s Customers • New Integrated Marketing Concepts • Evolving Forms of Search • Impacts of the Mobile Revolution Impacts of the Mobile Revolution • Materials – Presentation – Mobile Starter Kit, Text ‘BMA’ to 50101 for link 4
  5. 5. Today’s Marketing Landscape Digital Viral Outdoor Social Radio Search Organic Email Print Desktop Handheld Paid Placement PPC Browsers Browsers Email Clients E il Cli t Email Clients l l Apps Apps Display Standard Rich‐Media Broadcast Mobile CRM Traditional PR 5
  6. 6. What Does “Integrated” Mean Today? • Consistent messaging? • Coordinated call‐to‐action? C di t d ll t ti ? • Touch‐point alignment? p g • Technology architecture? • Tactic inter‐dependency? T i i d d ? 6
  7. 7. The New Integrated Marketing An integrated mix of leading digital tactics  at both desktop and mobile touch points— f from search to email to social media to  display—executed in concert to achieve  sales and brand objectives. sales and brand objectives 7
  8. 8. Core Principles of Marketing Still Apply • Know your customer • Follow your customers ll • Build brand value in your customer’s  y minds • Meet o r c stomer’s e pectations Meet your customer’s expectations 8
  9. 9. FOLLOWING CUSTOMER CONSUMPTION TRENDS AND PREFERENCE
  10. 10. Customer Behavior is Changing • Customers are  • Reputation is a major  advanced searchers  advanced searchers factor in customer  factor in customer now and dig deeper  decision‐making then ever before • Web and social content Web and social content  • The process of search is  is being heavily  scattered across a  consumed on mobile  myriad of tools devices 10
  11. 11. Customer’s Expectations are Increasing • Targeted content is  required to gain interest required to gain interest • Social dialog is the new  form customer service form customer service • Self‐serve is the norm,  not a nice to have not a nice‐to‐have • Technology limitations  are no longer an  g acceptable excuse 11
  12. 12. Opportunity for Engagement is Growing 15 10 5 0 12
  13. 13. New Channels Reinvigorate Traditional 15 10 5 0 13
  14. 14. Case Study: QVC Text Ordering  Text messaging is meeting the growing need for  communication, interaction and now even commerce. 14
  15. 15. EVOLVING AND INTER-DEPENDENT INTER- DIGITAL MARKETING TACTICS
  16. 16. Digital Marketing Touch‐Points SEARCH SOCIAL APPLICATIONS DISPLAY OPT‐IN • SEO • Twitter T itt • Websites W b it • B Banners • E il Email • PPC • YouTube • Microsites • Rich Media • LinkedIn • Extranets • Email • Facebook • Intranets SEARCH SOCIAL APPLICATIONS DISPLAY OPT‐IN • SEO • Twitter • Websites • Banners • Email • PPC • You Tube • Microsites • Rich Media • SMS Text • LinkedIn Li k dI • Extranets E • Email E il • Facebook • Intranets • In‐APP • Text Upload • Optimized  • Video Upload Sites • Photo Upload Photo Upload • APPS 16
  17. 17. SEARCH MARKETING SEARCH MARKETING 17
  18. 18. Social Influences Search Rankings Symmetri LinkedIn Group Search engine rankings are becoming heavily influenced by  Search engine rankings are becoming heavily influenced by social reputation, popularity and authority. 18
  19. 19. Evolving User Search Paradigms  PARAMETER SOURCE RETRIEVAL DISPLAY Keyword Search Engines Centralized Search Results Site Search Repository NEW Keyword Search Engines Centralized Search Results Location Site Search Repository Augmented Voice Blogs Decentralized Reality Image Communities Data Across Twitter Channels / YouTube Partners Slideshare Scripbd LinkedIn 19
  20. 20. New Forms of Search Parameter Entry Keyword Voice Location 20
  21. 21. A Paramount Shift in Search is Coming Augmented reality browsers are going to fundamentally heighten the way we search! AUGMENTED REALITY • Insert good example augmented reality  in action > new search engine in action > new search engine View Video 21
  22. 22. Case Study: Yelp Monocle The way we see the world is changing! The way we see the world is changing! 22
  23. 23. B2B Applications with Augmented Reality View Video • Social Networking • Product Look Up Product Look‐Up 23
  24. 24. Decentralized and Distributed Data Open API p Multiple Platforms Support M lti l Pl tf S t Content Distribution b New search opportunities require content, data and technology  New search opportunities require content, data and technology architecture to be reengineered. 24
  25. 25. Case Study: Best Buy Remix Best Buy Challenges Businesses to ‘Build a Better Best Buy’ 25
  26. 26. Is distributed B2B the new B2C? What business are these brands really in? 26
  27. 27. SOCIAL / MOBILE MARKETING SOCIAL / MOBILE MARKETING
  28. 28. Mobile Primes Social for Rapid Growth Mobile Fuels  Large Share of  L Sh f Social Text,  Photo and Video  Content Social mobile applications are the preferred method of both consumption and contribution.  b h d b 28
  29. 29. Seamless Social Integration with Devices MOTOROLACLIQ with new  MOTOBLUR Platform MOTOBLUR Platform “The first phone  with social skills. with social skills.” 29
  30. 30. Open Content Exchange Across Channels Twitter Facebook 30
  31. 31. Case Study: Ad‐ology Marketing Forecast Marketers are now equipped with a continuous stream of marketing and consumer  insights, news, research and trends thanks to Ad‐ology Research. 31
  32. 32. Mobile Optimized Sites are Maturing Leading sites utilized advanced JavaScript techniques to  create low cost APP‐like user experiences. Optimized Website Optimized Website Optimized Landing Page 32
  33. 33. Case Study: Comcast B2B Campaign A mobile ad campaign within the new Newser iPhone application gets companies to  sign up for Comcast Business Class Internet, voice and cable television services. Landing Page Newser APP Comcast Ad Unit
  34. 34. Mobile Challenges Banner Effectiveness Effectiveness of advertising is suffering because publishers are not optimized for  mobile browsers and email clients.  iPHone leaves Flash banners dead in the water. Leading Email Newsletter B2B Website on iPhone 34
  35. 35. Social / Mobile Marketing Tips • When possible, build a social component into  your mobile websites and apps your mobile websites and apps • At a minimum, you need to develop a mobile‐ optimized website  optimized website • SMS text messaging is a cheap and effective  way to integrate marketing tactics i k i i 35
  36. 36. Social / Mobile Marketing Tips • Build mobile optimized landing pages for  display and paid placement advertising • Design banners for optimal viewing and  download speeds on mobile browsers and  email clients (watch the Flash) • If you don’t develop an APP that targets your If you don t develop an APP that targets your  audience, advertising on one that does 36
  37. 37. TODAY’S KEYS TO SUCCESS TODAY S
  38. 38. Today’s Keys to Success • Adhere to core marketing Adhere to core marketing  principles • Deliver on brand promise li b d i • Know and exploit each medium  • Understand and respect tactic  inter dependencies inter‐dependencies • Nurture strategies and be patient 38
  39. 39. QUESTIONS? ?
  40. 40. PRESENTERS
  41. 41. Symmetri Marketing Group Symmetri Marketing Group, L.L.C.  is a team of sales,  marketing, creative and digital professionals who leverage a  unique blend of expertise and experience to deliver results‐ driven solutions for business‐to‐business clients. Symmetri  understands complex products and service offerings and  turns that understanding into relevant, meaningful and highly  effective communications and engaging experiences. p: (312) 222‐2500 w: www.symmetri‐mg.com e.  info@symmetri‐mg.com
  42. 42. Vivid Ascent Vivid Ascent is the first integrated marketing agency to apply  strategic search engine optimization in the design and  execution of all marketing programs.  Expert in public  relations, social media, SEO, advertising, website  development and video, Vivid Ascent builds and executes  marketing programs that capitalize on the search engines’  dominant role in driving sales. p: (312) 346‐2000 w: www.vividascent.com e.  info@vividascent.com
  43. 43. Ruder Finn Ruder Finn is a leading independent communications,  Ruder Finn is a leading independent communications, counseling and services Agency with more than 60 years of  experience. Ruder Finn maintains offices in Chicago, Los  Angeles, New York, San Francisco, Washington, London, Paris,  and Jerusalem. Asia Pacific offices include Sydney, Beijing,  y y, j g, Guangzhou, Hong Kong, Shanghai and Singapore. The Agency  also works with leading independent affiliates in major  markets throughout the U.S., Europe and Latin America. The  Agency serves the global and local communications needs of  g y g more than 250 corporations and nonprofit organizations and  employees more than 600 staff members.  p: (312) 329‐3900 p: (312) 329 3900 w: www.ruderfinn.com e:  chicago@ruderfinn.com
  44. 44. Interactive Mediums Interactive Mediums provides next generation customer  I i M di id i engagement solutions designed to facilitate high value  interactions with today’s on the go consumer. Our easy to  use software as a service TextMe enables marketers to rapidly  develop, execute and analyze a variety of best practice  d l t d l i t fb t ti Marketing Actions, establishing a Mobile Consumer Data  Asset that informs ongoing, more relevant and higher value  interactions. We also offer services spanning the entire  mobile experience lifecycle including project consultation,  bil i lif l i l di j t lt ti mobile web design and mobile application development. p p: (866) 683‐9863  w: www.interactivemediums.com e:  info@interactivemediums.com
  45. 45. THANK YOU!

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