Principles of Integrated Marketing

Planning Integrated Marke/ng Campaigns How to Get There in the Real World January 27, 2010 Deven Nongbri, Principal NONGBRI MARKETING

Agenda • A liOle background on me…how’d I get here? • What is integrated marke/ng? • Why is the customer so important? • What’s diﬀerent about integrated marke/ng? • Is there room for tradi/onal marke/ng? • How do you plan for IMC? • And ﬁnally…open discussion/ques/ons.

You might ﬁnd these useful… • Open mind • Flexibility • Real passion for communica/ons • Real passion for people • Understanding that marke/ng is a science AND an art • Applying these learnings to everything I do at every stop along the way • And keeping an open mind….did I men/on that already?

Integrated Marke/ng: Starts with the Customer • People want your product or they don’t or they just don’t know that they want it yet • Goes back to who you’re trying to inﬂuence – What do they like? Where do they go for informa/on about your category of product? Where do they shop for your product? Your compe/tor’s product? • It’s an outside-‐in approach to marketplace – Customer/prospect needs come ﬁrst

Integrated Marke/ng: Focus on Customer Process • More than simply being on TV, in print, on radio and online • Look at where prospects are • Look at what they are doing in each media • Watch how prospects react (or not) to your messages/oﬀers • Tweak oﬀers/messages to gain trac/on • Measure customers based on life/me value, and campaign by campaign where appropriate

Integrated Marke/ng: Old Standbys

Integrated Marke/ng: New Stuﬀ

Integrated Marke/ng: Data • Data can be anything… – Sales (by loca/on/channel/media/etc) – Visits – Responses – Value over /me – Products purchased/viewed/received

Integrated Marke/ng: Interac/ve • Integrated marke/ng is… – Inherently interac/ve – Dynamic – built for transac/ons AND rela/onships – A smarter approach to the marketplace – always learning, always adjus/ng – Appropriate for acquisi/on, reten/on and customer service – it spans all customer lifecycles

Integrated Marke/ng: Planning • Planning – How your business goes about problem-‐solving • Strategy – The broad, big picture plan of ac/on • Tac/c – The means for carrying out the strategy

Integrated Marke/ng: Contact • NONGBRI MARKETING • deven@nongbri.com • TwiOer: @dnongbri • LinkedIn, Facebook, Flickr, etc. THANK YOU!

Principles of Integrated Marketing

by Nongbri Marketing on Mar 08, 2010

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Principles of Integrated Marketing — Presentation Transcript