Integrated marketing campaign strategies

3,050
-1

Published on

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

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,050
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
76
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Integrated marketing campaign strategies

  1. 1. Building an integrated campaign from the strategy up.<br />+ Bumble Bee Foods<br />+ Geary Interactive<br />+ WD-40 Company<br />
  2. 2. Introductions<br />+ StephaneBardin, Bumble Bee Foods<br />+ Shelley Callahan, Geary Group<br />+ Vanessa Newkirk, Geary Interactive<br />+ Paige Perdue, WD-40 Company<br />
  3. 3. Lay of the land<br />
  4. 4. So what’s the hold up?<br />
  5. 5. Integration from a strategy perspective<br />
  6. 6. Evolution in planning paradigm<br />Marketing plans must answer the questions:<br />+ Where do consumers want to engage with us?<br />+ Where do we want to engage with them?<br />+ How can we make it easier to engage with us?<br />
  7. 7. Strategy development tips<br />+ Acknowledge the need for integration<br />+ Think beyond short term campaigns<br />+ Elevate your tracking/ analytics expectations<br />+ Hold everyone on your marketing team accountable for integration<br />
  8. 8. Integration from a media perspective<br />
  9. 9. Evolution in planning paradigm<br />Digital media plans must answer these questions:<br />+ How can we share intelligence between media disciplines?<br />+ Do all media channels support a uniform message?<br />+ Can consumers find us when/ where they want?<br />+ How can we track their behavior to make smarter marketing/ business decisions?<br />
  10. 10. Challenges<br />
  11. 11. Tunnel vision<br />
  12. 12. Solution<br />Lead strategically, not tactically<br />+ Bring everyone together during an initial kick off to plan in a strategic and integrated fashion<br />+ Leverage media disciplinary experts (e.g. social media)<br />
  13. 13. Fragmented reporting<br />
  14. 14. Solution<br />Integrate reporting and assign media channel KPIs<br />+ Segmented reports do not illustrate the big picture<br />
  15. 15. Accountability<br />
  16. 16. Solution<br />Every discipline affects a marketing ecosystem, so everyone is accountable for output.<br />+ Attach goals to various departments and make sure everyone is onboard with the integrated marketing plan.<br />+ I’m on a horse: Do you think the social media and video teams for the Old Spice campaign planned in isolation?<br />
  17. 17. Scenario planning<br />
  18. 18. Solution<br />+ Plan for every iteration of a campaign and don’t sell yourself short.<br />+ Before you initiate a campaign, take pause to see any gaps that are easily overlooked when you’re knee deep in execution<br />
  19. 19. Key integration points<br />+ Paid search and SEO<br />+ Display and paid search<br />+ Online and offline<br />+ Social and paid search<br />+ Email and social<br />+ Website + EVERYTHING…<br />
  20. 20. Tips and tricks<br />+ Plan strategically<br />+ Integrate<br />+ Optimize!<br />
  21. 21. Bumble Bee Foods and WD-40 Company<br />Stephane Bardin<br />Paige Perdue<br />
  22. 22. Q&A<br />slideshare.net/gearyinteractive<br />

×