Social and the Marketing Mix

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Beth Harte's (Serengeti Communications) presentation at Search Engine Strategies (SES) NY 2010 on integrating Social Media and the Marketing Mix.

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  • Integrated marketing communications is the process of integrating all the pieces of an organization around a single factor: the wants and needs of customers.
  • Social and the Marketing Mix

    1. 1. Social & the Marketing Mix Beth Harte Sr. Subject Matter Expert, Digital Marketing Serengeti Communications @bethharte
    2. 2. The Marketing Mix Icon Source: http://www.dapino-webdesign.nl/
    3. 3. The 4 P’s vs. The 4 C’s <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul><ul><li>Customer </li></ul><ul><li>Cost </li></ul><ul><li>Convenience </li></ul><ul><li>Communication </li></ul>Image Source: http://inadvertentwhistle.files.wordpress.com
    4. 4. What is Integrated Marketing? Is it... Image Source: daveyawards.com
    5. 5. What is Integrated Marketing? Nope. It’s... Image Source: img4.allyou.com
    6. 6. Why Integrate? Image Sources: www.freshegg.com/blog/ andwww.halifaxchamber.net/
    7. 7. Why Integrate? :30
    8. 8. Why Integrate? ? Icon Source: www.dapino-webdesign.nl/
    9. 9. Why Integrate? ! Icon Sources: www.dapino-webdesign.nl/ and www.professional-icons.com
    10. 10. The Problem With Integration Image Source: www.theharteofmarketing.com
    11. 11. 5 Key Steps to Ensure an Integrated Experience Source: IMC: The Next Generation, Schultz & Schultz
    12. 12. Identify Customers & Prospects Image Source: http://images.tmcnet.com Psychographics Sociographics Ethnographics
    13. 13. Estimating the Value of Customers Image Source: www.ecu.edu/cs-admin
    14. 14. Planning Communication Messages & Incentives Image Source: www.lowesforpros.com/
    15. 15. Estimating Return on Customer Investment Image Sources: www.ezfundingonline.com & http://image.fourwheeler.com
    16. 16. Evaluation & Future Planning Image Source: www.xhtml-css-code.com
    17. 17. Geico Integration
    18. 18. Coldwell Banker Integration
    19. 19. BreakingPoint Integration
    20. 20. Pampers Integration Incongruity @MENGonline Integrated Marketing fail: Pampers Village site, click to Facebook & end up on P&G page w/no babies, incongruity!

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