• Save
Integrated Digital Marketing
Upcoming SlideShare
Loading in...5
×
 

Integrated Digital Marketing

on

  • 630 views

 

Statistics

Views

Total Views
630
Views on SlideShare
630
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Integrated Digital Marketing    Integrated Digital Marketing Presentation Transcript

  • Integrate Digital …Integrated Media Marketing Social Media Marketing Course Fall 2012 Lynchburg College School of Business and Economics Dr Ira Kaufman ©2012
  • Companies Fail to IntegrateSurvey -1,222 managers U.S., Britain, FranceNetherlands, Belgium, Germany• 61% use Facebook; 39% Twitter, 24% YouTube• Progress on social media use – 29%, said they were “doing nothing,” – 27% said they were in the “first steps,” – 15% were “integrating social media” – 12% integrated social media into corporate plan•
  • Integrated Strategy• By integrating all of the marketing and communications efforts into one overriding strategy (incorporating mobile, social media, content, sales, advertising, direct marketing, search [paid and organic], email and digital marketing), not only does every department have a better understanding of what other departments are doing, but also the end goals are unified and not conflicted.
  • 360 Approach
  • 9 Elements to Integrate -11. Design your website/ hub as engaging, interactive, easy to navigate and action oriented.2. Search Engine Optimization -With 8.2 billion indexed pages integrating targeted keywords and SEO tactics with social media is critical3.Optimize mobile site- if its hard to read, 61% leave, 40% goes to competitor4. Digital Marketing Optimization- Social Media Marketing connects 1.5 billion members globally via social networks. Consistent, engaging and sharing posts generates action on your website
  • 9 Elements to Integrate -25. Content Management- rich key word laden content promotes sharing easily with friends, colleagues6. QR Codes grew 1,400 % linking to website and collecting consumer data.7. Email Marketing Strategies with ROI of $41/ dollar spent develop email, online and social acquisition strategy8. Paid Search (PPC) can be tailored to any budget, location or business to capture a very qualified audience.9. Targeted Online Advertising provides quick exposure while adding new tools to target and convert customers
  • Marketing Mix• Develop Powerful Call to Action• Choose Tactics• Design Integrated Blueprint
  • Integrated Media Marketing Synergize … Build on each other traditional online advertising marketing social public Social/Mobile relations media BUZZ
  • Is Advertising Dead?• No! Advertising is flourishing.• Social media will never be able to replace TV or any other means of communication.• We just need to use every media format the way it was intended to be used.• We need to start thinking. A creative interface and idea is nothing in the digital space without the mechanics and the tactics. Jesper Astrom
  • Social Strategies• Access Targeted Social Communities• Amplify Traditional Marketing Channels – Este’e Lauder free makeover• Encourage Social Sharing – Leverage users social identities to share content• Integrate Social Customer Relationship Management (SCRM)• Use QR codes, Pinterest, Instagram to drive traffic to web
  • QR codes work
  • Content Management• Create rich content that promotes sharing easily with friends, colleagues• Encourage mashup (mix digital media- graphics, audio, video, animation to create a new work• Reward conversation and engagement• Include keywords in content updates• Produce consistent updates – Utilize staff resources through training – Outsource updates through regular client input
  • Integrated Media Marketing Best Practices• Review your corporate legal framework• Design a strategy reflecting customer touchpoints• Integrate and synergize your media• Monitor competition’s digital footprint• Develop social media employee policy• Design a proactive crisis strategy• Incorporate links as metrics sm• Evaluate RGV (Resources Generating Value)
  • What Has Changed ? Barriers are lowered• Blogging  web publishing• Wikis group  collaborative authorship• Social bookmarking and photo tagging  creating knowledge together and classification• Social networking  virtual communities and viral distribution
  • Instagramhttp://www.youtube.com/watch?v=GacoqdKjVyE&feature=player_embedded
  • Who’s on LinkedIn?• 175 million Professionals globally• 62% outside US• Avg income $109k• Avg age 37 - 52• Executives from all Fortune 500• Entrepreneurs – 31%• Executives – 18%• Decision Makers – 42%*From LinkedIn.com Advertising
  • Should I Be Marketing on Facebook? YesFacebook is the #1 social destination
  •  More than 850 million active users 2nd most trafficked website 57% female The fastest growing demographic is those 35 years old and older Average user spends 55 minutes/day on FB More than 1.5 million local businesses have pages on Facebook More than 20 million users become fans of Pages each day The Nielsen Company found that the average time users spend using Facebook per month grew nearly 10%, topping seven hours.
  • Twitter• Twitter is a free micro-blogging• Tweets- text-based posts 140 characters• 465 million global users in 2012• 1mil new accts &175 mil tweets per day• How to access: client (10%); mobile (16%) web (64%)• Retweets 92% - interesting content » 84%- personal connections » 66%- humor » 32% incentive » 22% celebrity
  • Social Video • 800+ million users/ month • 4 billion hours watched/mo • 72 hrs uploaded/ minute • 70% traffic outside the US"double theprime timeaudience of • Create a YouTube channelall threemajor U.S.networks • Syndicate Your Videoscombined” • Use videos for events, special services, customer service, how-to
  • Social Bookmarking • Share bookmarks • Collaborative knowledge gathering • Voting on popular posts • Research
  • Stumble UponRecommendations
  • If you think and operate with new models, you will realize new results• The next three years businesses will Integrate Marketing Strategies to realize a powerful competitive edge• Companies are changing how they relate to their customers• Are you prepared?
  • About the PresenterDr. Ira Kaufman, President, Ira combines 30 years of richexperiences with businesses and non-profits to guide them toleverage the power of social media for marketing, recruitment andorganizational development. Ira collaborates with a team of expertsto design interactive environments to by integrating traditionaladvertising, online marketing, public relations and social media. Hisstrong values and sensitivity to organization innovation and changeare the foundation of his work. Ira has a PhD in Marketing and servesas a consultant, public speaker, and lecturer for companies andSenior Executive programs. Currently Assistant Professor, LynchburgCollege School of Business and Economics. LinkedIn: http://www.linkedin.com/in/irakaufman Facebook: http://facebook.com/irakaufman Twitter: http://twitter.com/ira9201 URL: www.enwinedigital.com © 2012