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Global Integrated Marketing Best Practices

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Learn about the best practices for global integrated marketing!

Learn about the best practices for global integrated marketing!

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  • 1. Global Integrated Marketing Best Practices @Pamdidner
  • 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. “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. 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. I BEG TO DIFFER
  • 6. INTEGRATED MARKETING IS EVOLVING
  • 7. INTEGRATED MARKETING QUADRANTS INTEGRATED MARKETING NEW INTEGRATED MARKETING NEW INTEGRATED MARKETING NEW INTEGRATED MARKETING TRADITIONAL NEW SMALL BIG INTEGRATED MARKETING
  • 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. FOUR EXAMPLES FROM USA, UK, BRAZIL AND SOUTH KOREA
  • 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. TRADITIONAL BIG PRODUCT LAUNCHES
  • 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. A TEAM IS IN PLACE RETAIL PARTNER MARKETING BUSINESS UNITS MESSAGING PRESS & ANALYSTS EVENTS WEB MARKETING PRODUCT DEMOS SOCIAL MEDIA MEDIA STRATEGY
  • 14. •  Launch Objective •  Marketing Objective •  Marketing Strategy •  Product Message and Position •  Creative Style Guide •  Budget A CONCISE STARTEGY PLAN TO RALLY THE TEAM
  • 15. INTEGRATED MARKETING TRADITIONAL/BIG •  Big Budget •  Top Down •  Campaign Driven •  Marketing Takes the Lead
  • 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. INTEGRATED MARKETING QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG
  • 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. SOUTH KOREA ON-LINE STORE h?ps://www.youtube.com/watch?v=nJVoYsBym88&feature=kp  
  • 20. BEER TURNSTILE h?ps://www.youtube.com/watch?v=LjPUAiqxFVU  
  • 21. INTEGRATED MARKETING NEW/BIG •  Technology Takes the Lead •  Big Initiative, Big Budget •  Top Down •  Experience Driven •  Marketing Complements Technology
  • 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. 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. ROUTINE DEMAND GENERATION EMAIL CAMPAIGNS SOCIAL MEDIA OUTREACH COMPANY WEBSITES OR STORE VISITS DOWNLOAD CONTENT OR PURCHASE W/ OFFERS
  • 25. INTEGRATED MARKETING TRADITIONAL/ SMALL •  Existing Budget •  Routine •  Existing Creative •  Bottom Up
  • 26. BEST PRACTICES •  Establish a process with automated tools •  Compelling content to drive engagement •  Clear call-to-action
  • 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. THINK SMALL - START WITH ONE CREATIVE IDEA h?ps://www.youtube.com/watch?v=4tYMMXiH_hs  
  • 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. 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. BUT WAIT ANOTHER EXAMPLE OF NEW/SMALL FOR BTC
  • 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. h?ps://www.youtube.com/watch?v=hlMVWNSSJ1Y   2 MIN ABOUT YOTEL
  • 34. MARKETING BUDGET FOCUS ON CREATIVE IDEAS
  • 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. 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.