Integrated Marketing Strategy - Tying It All Together

Integrated Marketing: Tying It All Together
The Evolution of Brand Marketing

The original “Brand Man”…
P & G’s Neil McElroy
Based on single point of failure
Designed when there were only 6 relevant channels
Model based on historical analysis vs. future forecasting

October 2009 “Adaptive Brand Marketing”
Brand Marketing Shifts From Hub And Spoke…

What changed? What’s still changing?
Increased quantity and sources of information
Growing computing power, technology availability
Increased technological ease-of-use
Significant “ad fatigue”
Distaste with aggressive, disruptive marketing
Faster-paced lifestyles, shorter attention spans

October 2009 “Adaptive Brand Marketing”
Brand Marketing Shifts To Kaleidoscope

What is Integrated Marketing?
Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels.

How Satisfied Are You With Your Company’s Efforts to Integrate Digital and Traditional Media?
<Audience Participation>
Very Satisfied
Somewhat Satisfied
Neutral
Somewhat Dissatisfied
Very Dissatisfied

Over half of marketers not satisfied…

Unfortunately, how the conversation usually starts…

The Truth About Integrated Marketing
It’s not about you; it’s about your audience.
Strategy must be based on customer behavior
The focal point needs to be consumer insight – How can you add value or create a positive experience to create a more engaged audience
This is about building a REAL relationship with your customers; customers want credibility

The Four P’s Have Evolved…

The old way…

Consumers don’t trust traditional advertising

Sometimes the best tactic is listening…
Listen to the conversation first
Identify your most influential customers
Determine their expectations of you
Look for gaps in their hierarchy of needs
Don’t guess; they will tell you

The new way…

Understand all the objectives…
ADVOCACY
By always adding value,
your customers will
become advocates of your
brand
They will pass the word
and start the cycle over
with others
AWARENESS
Find your target audience
Make them aware of your
products and services
RETENTION
By always adding
value and more
relevance to each
individual,
customers will come
to you, not your
competitors
ENGAGEMENT
Now they know…but do
they care?
Entice the target’s desire
to learn more
SEGMENTATION
With new data, bucket
customers into different groups
Provide more targeted, relevant
communications
ACQUISITION
You’ve engaged your target,
they’re willing to exchange
data, make a purchase, etc.

Interactive Marketing Tactical Overview
Engage & Connect
Maintain Relationship
Define & Find Your Target
Understand & Optimize
the Impact

The Website Isn’t the Brand, the Website Supports It
Forget the latest, greatest technology or widget…Can the customer achieve their goal?
Save Money
Educate
Solve a Problem
The online experience requires cross-functional support to ensure a truly effective and holistic experience is achieved by the customer
My site is a unified source for all things related to my brand designed for my customer, not my organization silos
Create an emotional connection with customers by creating relevant, persona based experiences
My company understands your need and wants to add value

Why Most Marketers Fail with Integration?
Tactics are engaged with no real strategy
The goal is simply to drive traffic or direct sales
Lack of commitment on developing long-term relationships
No real value is created for the intended audience
Experience silos driven by organization and lack of understanding
Fear and hard work

Problems with Media Integration

Developing the right marketing plan
Take out a piece of paper and list all of your primary objectives…

Now throw that paper away…

Start with your customer’s goals!
Build relationships with your customers by helping them achieve their personal goals
I have a problem I need to solve
I want to be better looking
I can save the environment
I want to be more efficient
I need to impress my boss
I want to smile
I need to know more
I want to laugh
I want to be entertained
I want to be more popular
I wish I could do more to help people
I want to make my friends laugh

Thanks for listening!
Chris.Thornton@definition6.com
Twitter: @CMORocks

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Integrated Marketing Strategy - Tying It All Together

by Definition 6 on Jan 27, 2010

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Integrated Marketing Strategy - Tying It All Together — Presentation Transcript