Strategy, Tools, Tactics - Creating an Integrated Marketing Strategy in a Digital World
strategy, tools, tactics creating an integrated marketing strategy in a digital world
About Me✦ Graduated Stern in 2008✦ Went to LA to do an AmeriCorps program✦ Founded Don’t Panic Management in 2011✦ Lived in 4 states in 2011✦ Moved back to NYC in December 2011✦ Loves live music, wine, technology, and purple
Why I’m Here✦ Integrated Marketing - What is it and why is it important to us?✦ Part 1: What is your goal?✦ Part 2: Who is your audience and where do they live online?✦ Part 3: What are your goals and how will you measure?✦ Part 4: What tools will you use?
Other Tips✦ Humanizing your brand✦ Becoming a thought leader
Integrated Marketing✦ What is it?✦ How does it affect business organization?✦ How does it affect business operations?✦ How does it affect YOU?
Integrated Marketing✦ Deﬁned (n): a management strategy and meta- discipline focused on the organization-wide optimization of unique value for stakeholders. Although closely linked to integrated marketing communications, it should not be confused with it.
Integrated Marketing✦ Combining the tools and tactics from traditional and digital marketing strategies to reach the end user and, ultimately, sell a product or service.
✦ image via http://www.crwgraphics.com/blog/2012/01/03/integrated-marketing-content-marketing-perfect-combination/
Part 1: What is Your Goal?✦ Awareness?✦ Lead generation?✦ Sales?✦ Brand loyalty?✦ Brand advocacy?
Part 2: Who is your audience?✦ Create personas for your target customer✦ Find out where they hang out online✦ Find out what their needs are✦ Find out what they are talking about✦ Find out what their interests are
Audience✦ Listen: ✦ Monitor what is being said about your brand ✦ Monitor where it is being said ✦ Monitor what people are saying about your competitors
Measurement✦ Brand loyalty: ✦ “Came from” ﬁeld on lead forms ✦ Social shares ✦ Referral trafﬁc
Measurement✦ Measurement is so important because it gives you leverage for bringing social media into your company and forces you to pay attention to your resources.✦ This is a good thing!
Part 4: What tools will you use?✦ In this case, “tool” refers to social network✦ Choosing a tool depends on the answers to the previous 3 questions (this is why we asked them)✦ Choose a tool based on where your audience lives online✦ Choose a tool based on your goals
Tools✦ The Big Four (now Five or possibly Seven)
Tools✦ Example: ✦ You are trying to reach 14-year old girls to raise awareness about a new video editing software for teens. ✦ What questions would you ask? ✦ What network would you use?
Tools✦ YouTube: Product placement✦ Search engines: Google Adwords, banner ads✦ Facebook: Facebook ads or Sponsored stories✦ LinkedIn: Advertisements✦ Slideshare: Lead capturing campaigns
Tools✦ Don’t spread yourself too thin✦ Be consistent in your branding✦ Tailor your message based on the platform you’re using✦ Proactively engage with your fans✦ Share good stuff✦ Be HUMAN
Humanizing Your Brand✦ Which brands do you feel emotionally connected to?✦ Why?
Humanizing Your Brand✦ It’s more than customer service✦ It’s about connecting with your customers on a deeper emotional level✦ It’s about creating raving fans✦ It’s about giving them the information they need before they realize they need it
Humanizing Your Brand✦ https://www.youtube.com/watch? v=y0qZYqdsYAg
Resources✦ Convince & Convert - http://convinceandconvert.com✦ Copyblogger - http://copyblogger.com/blog✦ Social Fresh - http://socialfresh.com✦ Mark Schaefer - http://businessgrow.com/blog✦ Social Media Examiner - http://socialmediaexaminer.com✦ Social Mouths - http://socialmouths.com✦ The Sales Lion - http://thesaleslion.com✦ Social Media Explorer - http://socialmediaexplorer.com✦ Mashable - http://mashable.com✦ Techcrunch - http://techcrunch.com✦ Jeff Bullas - http://jeffbullas.com✦ Duct Tape Marketing - http://ducttapemarketing.com/blog/✦ Top Rank Blog - http://www.toprankblog.com/