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Integrated marketing campaign strategies
 

Integrated marketing campaign strategies

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This presentation outlines tips and tricks of building integrated marketing campaigns.

This presentation outlines tips and tricks of building integrated marketing campaigns.

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    Integrated marketing campaign strategies Integrated marketing campaign strategies Presentation Transcript

    • Building an integrated campaign from the strategy up.
      + Bumble Bee Foods
      + Geary Interactive
      + WD-40 Company
    • Introductions
      + StephaneBardin, Bumble Bee Foods
      + Shelley Callahan, Geary Group
      + Vanessa Newkirk, Geary Interactive
      + Paige Perdue, WD-40 Company
    • Lay of the land
    • So what’s the hold up?
    • Integration from a strategy perspective
    • 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
    • Integration from a media perspective
    • 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?
    • Challenges
    • Tunnel vision
    • 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)
    • Fragmented reporting
    • Solution
      Integrate reporting and assign media channel KPIs
      + Segmented reports do not illustrate the big picture
    • Accountability
    • 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?
    • Scenario planning
    • 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
    • Q&A
      slideshare.net/gearyinteractive