Global Integrated Marketing
Best Practices
@Pamdidner
 
“A	
  strategic	
  marke.ng	
  process	
  specifically	
  	
  	
  
designed	
  to	
  ensure	
  that	
  all	
  messaging	
...
“The	
  development	
  of	
  marke.ng	
  
strategies	
  and	
  crea.ve	
  campaigns	
  
that	
  weave	
  together	
  mul.p...
RETAIL
SOCIAL
MEDIA
ADVER-
TISING
SEARCHEVENTS
E-MAIL
COMPANY
WEBSITES
LET US
SUMMARIZE
THE
DEFINITIONS
A CAMPAIGN
THAT BR...
I BEG
TO
DIFFER
INTEGRATED
MARKETING
IS EVOLVING
INTEGRATED MARKETING QUADRANTS
INTEGRATED
MARKETING
NEW INTEGRATED
MARKETING
NEW INTEGRATED
MARKETING
NEW INTEGRATED
MARKE...
INTEGRATED MARKETING QUADRANTS
BY EXAMPLES
PRODUCT LAUNCH
REGULAR / ROUTINE
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENC...
FOUR EXAMPLES
FROM USA, UK, BRAZIL AND SOUTH KOREA
INTEGRATED MARKETING EXAMPLES
BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENCE
S...
TRADITIONAL
BIG PRODUCT
LAUNCHES
RETAIL	
  MARKETING	
  
Incorporate	
  Intel	
  spec	
  and	
  benefits	
  via	
  
merchandising,	
  iPOS	
  and	
  RSP	
  ...
A TEAM IS IN PLACE
RETAIL
PARTNER
MARKETING
BUSINESS
UNITS
MESSAGING
PRESS &
ANALYSTS
EVENTS
WEB
MARKETING
PRODUCT
DEMOS
S...
•  Launch Objective
•  Marketing Objective
•  Marketing Strategy
•  Product Message and
Position
•  Creative Style Guide
•...
INTEGRATED
MARKETING
TRADITIONAL/BIG
•  Big Budget
•  Top Down
•  Campaign Driven
•  Marketing Takes the
Lead
BEST PRACTICES
•  Regular launch meetings
4-6 months prior to the launch
•  Timely Launch communications
with geographies
...
INTEGRATED MARKETING QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENCE
START W/ CONT...
BIG NEW: CUSTOMER DRIVEN EXPERIENCE
RETAIL
SOCIAL
MEDIA
CREATIVE
MESSAGING
DELIVER
CUSTOMER
EXPERIENCE
ENABLED BY
TECHNOLO...
SOUTH KOREA ON-LINE STORE
h?ps://www.youtube.com/watch?v=nJVoYsBym88&feature=kp	
  
BEER TURNSTILE
h?ps://www.youtube.com/watch?v=LjPUAiqxFVU	
  
INTEGRATED
MARKETING
NEW/BIG
•  Technology Takes the Lead
•  Big Initiative, Big Budget
•  Top Down
•  Experience Driven
•...
BEST PRACTICES
•  Technology takes the lead
•  IT and marketing
collaboration
•  Seamless user experience
is key
•  Challe...
INTEGRATED MARKETING EXAMPLES
BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENCE
S...
ROUTINE DEMAND GENERATION
EMAIL
CAMPAIGNS
SOCIAL MEDIA
OUTREACH
COMPANY
WEBSITES OR
STORE VISITS
DOWNLOAD
CONTENT OR
PURCH...
INTEGRATED
MARKETING
TRADITIONAL/
SMALL
•  Existing Budget
•  Routine
•  Existing Creative
•  Bottom Up
BEST PRACTICES
•  Establish a process with
automated tools
•  Compelling content to
drive engagement
•  Clear call-to-acti...
INTEGRATED MARKETING EXAMPLES
BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENCE
S...
THINK SMALL - START WITH ONE CREATIVE IDEA
h?ps://www.youtube.com/watch?v=4tYMMXiH_hs	
  
THINK SMALL - CUSTOMER DRIVEN EXPERIENCE
RETAIL
SOCIAL
MEDIA
PR/AR
MEDIA
PICKUP
START WITH
AN SIMPLE
IDEA
= Marketing chan...
INTEGRATED
MARKETING
NEW/SMALL
•  Start with an awesome idea,
bring it to live
•  Get fans to do something
•  Integrated M...
BUT WAIT
ANOTHER
EXAMPLE OF
NEW/SMALL
FOR BTC
INTEGRATED MARKETING QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENCE
START W/ CONT...
h?ps://www.youtube.com/watch?v=hlMVWNSSJ1Y	
  
2 MIN ABOUT YOTEL
MARKETING
BUDGET
FOCUS ON
CREATIVE IDEAS
BEST PRACTICES
•  Know your audience and your
brand
•  Weekly brainstorming meetings
•  Creative ideas to get others talk
...
IN SUMMARY
• You can do integrated
MKT by thinking big or
thinking small
• Start with a creative
and simple idea
• Test, T...
Global Integrated Marketing Best Practices
Global Integrated Marketing Best Practices
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Global Integrated Marketing Best Practices

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Learn about the best practices for global integrated marketing!

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Transcript of "Global Integrated Marketing Best Practices"

  1. 1. Global Integrated Marketing Best Practices @Pamdidner
  2. 2.   “A  strategic  marke.ng  process  specifically       designed  to  ensure  that  all  messaging   and  communica.on  strategies  are   unified  across  all  channels  and  are     centered  around  the  customer.”     Definition #1: INTEGRATED MARKETING COMMUNICATION
  3. 3. “The  development  of  marke.ng   strategies  and  crea.ve  campaigns   that  weave  together  mul.ple   marke.ng  disciplines  (paid  adver.sing,   public  rela.ons,  promo.on,  owned  assets,   and  social  media)  that  are  selected  and   then  executed  to  suit  the  par.cular  goals  of   the  brand.”   Definition #2: INTEGRATED MARKETING COMMUNICATION
  4. 4. RETAIL SOCIAL MEDIA ADVER- TISING SEARCHEVENTS E-MAIL COMPANY WEBSITES LET US SUMMARIZE THE DEFINITIONS A CAMPAIGN THAT BRINGS STRATEGY TO LIFE WITH CONSISTENT MESSAGING AND CREATIVITY
  5. 5. I BEG TO DIFFER
  6. 6. INTEGRATED MARKETING IS EVOLVING
  7. 7. INTEGRATED MARKETING QUADRANTS INTEGRATED MARKETING NEW INTEGRATED MARKETING NEW INTEGRATED MARKETING NEW INTEGRATED MARKETING TRADITIONAL NEW SMALL BIG INTEGRATED MARKETING
  8. 8. INTEGRATED MARKETING QUADRANTS BY EXAMPLES PRODUCT LAUNCH REGULAR / ROUTINE MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG
  9. 9. FOUR EXAMPLES FROM USA, UK, BRAZIL AND SOUTH KOREA
  10. 10. INTEGRATED MARKETING EXAMPLES BY QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE SIMPLE IDEA TRADITIONAL NEW SMALL BIG
  11. 11. TRADITIONAL BIG PRODUCT LAUNCHES
  12. 12. RETAIL  MARKETING   Incorporate  Intel  spec  and  benefits  via   merchandising,  iPOS  and  RSP  Training  in  Large,   Small,  Online  and  Mobile  Specialty  Retail     PARTNER  MARKETING   Co-marketing campaigns driving awareness and demand with partners SOCIAL  MEDIA   Awareness and education activities featuring new products on Facebook, Twitter, Flipboard, Instagram AD  CAMPAIGNS   Highlight the product benefits INTEL.COM   Intel.com landing and shop page PRESS  &  ANALYSTS   Press  conferences  and  coverage   Intel® CoreTM i5 Processor Worldwide Launch: INTEGRATED CAMPAIGN EVENTS   Product launch. Rolling thunder through geo roadshows and partner events, SEARCH  ENGINE  MARKETING   Key word earch terms in markets in targeted countries INFLUENCER  MARKETING   Targeted social media influencer seeding to drive social media communications and education  
  13. 13. A TEAM IS IN PLACE RETAIL PARTNER MARKETING BUSINESS UNITS MESSAGING PRESS & ANALYSTS EVENTS WEB MARKETING PRODUCT DEMOS SOCIAL MEDIA MEDIA STRATEGY
  14. 14. •  Launch Objective •  Marketing Objective •  Marketing Strategy •  Product Message and Position •  Creative Style Guide •  Budget A CONCISE STARTEGY PLAN TO RALLY THE TEAM
  15. 15. INTEGRATED MARKETING TRADITIONAL/BIG •  Big Budget •  Top Down •  Campaign Driven •  Marketing Takes the Lead
  16. 16. BEST PRACTICES •  Regular launch meetings 4-6 months prior to the launch •  Timely Launch communications with geographies •  Clear roles and responsibilities between HQ and regions •  Creative and messaging •  Regular check point meetings with management
  17. 17. INTEGRATED MARKETING QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG
  18. 18. BIG NEW: CUSTOMER DRIVEN EXPERIENCE RETAIL SOCIAL MEDIA CREATIVE MESSAGING DELIVER CUSTOMER EXPERIENCE ENABLED BY TECHNOLOGY PR/AR = Marketing channels are subject to change based on projects TECHNOLOGY THAT MAKES YOUR LIFE EASIER OR FUN TECHNOLOGY DRIVES MKT EFFORTS
  19. 19. SOUTH KOREA ON-LINE STORE h?ps://www.youtube.com/watch?v=nJVoYsBym88&feature=kp  
  20. 20. BEER TURNSTILE h?ps://www.youtube.com/watch?v=LjPUAiqxFVU  
  21. 21. INTEGRATED MARKETING NEW/BIG •  Technology Takes the Lead •  Big Initiative, Big Budget •  Top Down •  Experience Driven •  Marketing Complements Technology
  22. 22. BEST PRACTICES •  Technology takes the lead •  IT and marketing collaboration •  Seamless user experience is key •  Challenging to scale across regions •  Test, Test, Test
  23. 23. INTEGRATED MARKETING EXAMPLES BY QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG
  24. 24. ROUTINE DEMAND GENERATION EMAIL CAMPAIGNS SOCIAL MEDIA OUTREACH COMPANY WEBSITES OR STORE VISITS DOWNLOAD CONTENT OR PURCHASE W/ OFFERS
  25. 25. INTEGRATED MARKETING TRADITIONAL/ SMALL •  Existing Budget •  Routine •  Existing Creative •  Bottom Up
  26. 26. BEST PRACTICES •  Establish a process with automated tools •  Compelling content to drive engagement •  Clear call-to-action
  27. 27. INTEGRATED MARKETING EXAMPLES BY QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG
  28. 28. THINK SMALL - START WITH ONE CREATIVE IDEA h?ps://www.youtube.com/watch?v=4tYMMXiH_hs  
  29. 29. THINK SMALL - CUSTOMER DRIVEN EXPERIENCE RETAIL SOCIAL MEDIA PR/AR MEDIA PICKUP START WITH AN SIMPLE IDEA = Marketing channels are subject to change based on projects LET OTHERS DRIVE BUZZ
  30. 30. INTEGRATED MARKETING NEW/SMALL •  Start with an awesome idea, bring it to live •  Get fans to do something •  Integrated MKT follows after the idea takes off
  31. 31. BUT WAIT ANOTHER EXAMPLE OF NEW/SMALL FOR BTC
  32. 32. INTEGRATED MARKETING QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG START WITH CUSTOMER EXPERIENCE
  33. 33. h?ps://www.youtube.com/watch?v=hlMVWNSSJ1Y   2 MIN ABOUT YOTEL
  34. 34. MARKETING BUDGET FOCUS ON CREATIVE IDEAS
  35. 35. BEST PRACTICES •  Know your audience and your brand •  Weekly brainstorming meetings •  Creative ideas to get others talk about your brand •  Hustle •  Test, Test, Test. Keep trying
  36. 36. IN SUMMARY • You can do integrated MKT by thinking big or thinking small • Start with a creative and simple idea • Test, Test, Test your ideas. Fail quickly.
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