Evolution in planning paradigm Marketing plans must answer the questions: + Where do consumers want to engage with us? + Where do we want to engage with them? + How can we make it easier to engage with us?
Strategy development tips + Acknowledge the need for integration + Think beyond short term campaigns + Elevate your tracking/ analytics expectations + Hold everyone on your marketing team accountable for integration
Evolution in planning paradigm Digital media plans must answer these questions: + How can we share intelligence between media disciplines? + Do all media channels support a uniform message? + Can consumers find us when/ where they want? + How can we track their behavior to make smarter marketing/ business decisions?
Solution Lead strategically, not tactically + Bring everyone together during an initial kick off to plan in a strategic and integrated fashion + Leverage media disciplinary experts (e.g. social media)
Solution Every discipline affects a marketing ecosystem, so everyone is accountable for output. + Attach goals to various departments and make sure everyone is onboard with the integrated marketing plan. + I’m on a horse: Do you think the social media and video teams for the Old Spice campaign planned in isolation?
Solution + Plan for every iteration of a campaign and don’t sell yourself short. + Before you initiate a campaign, take pause to see any gaps that are easily overlooked when you’re knee deep in execution
Key integration points + Paid search and SEO + Display and paid search + Online and offline + Social and paid search + Email and social + Website + EVERYTHING…
Tips and tricks + Plan strategically + Integrate + Optimize!
Bumble Bee Foods and WD-40 Company Stephane Bardin Paige Perdue