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Developing an Integrated Marketing Campaign


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A specific, defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods.

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Developing an Integrated Marketing Campaign

  1. 1. Develop An Integrated Marketing Campaign Engage And Grow Your Customer Base
  2. 2. What We Cover ● The basics of integrated marketing communications ● The customer experience path model ● How to create an integrated marketing communications campaign plan that blends online and offline tools ● How to develop a content strategy that delivers a coordinated and consistent brand message across all touch points including owned, paid and earned media ● How to do more with less by repurposing content for different audiences and marketing channels ● How to evaluate each element of the marketing communication mix to fine tune message, audience, timing and place
  3. 3. Integrated Marketing vs. Integrated Marketing Communication • Integrated Marketing Communication: is focused on ensuring that the message is consistent across all marketing channels. • Integrated Marketing: is focused on ensuring all other aspects of marketing are appropriately chosen and structured so that they will support the overall goals of the marketing activity.
  4. 4. Campaign vs. campaign ● Campaign – strategy ○ The strategic Campaign is the central objective – a major initiative ○ Driven by sales and marketing objectives ● campaign – tactics ○ Coordinated marketing activities ○ Common and consistent messaging ○ Engage prospects as they move through the sales process
  5. 5. Integrated Marketing Campaign Planning ● Campaign goals and tracking ○ Often the best objectives are core business objectives linked to a monetary value, e.g. sell 5000 of X in 3 months with Y budget ● Target audience, customer insight and targeting ○ Use research to inform strategy ○ Talk to current and former customers ● Key campaign messages and offers ○ Test message and visuals with demographic groups ○ Test with ads such as Facebook ads ○ Deliver multiple creative executions ● Campaign media plan and budget ○ Pay an agency to plan without any promise to buy media ● Campaign asset production ○ Map messaging against planned customer journeys ● Campaign execution and optimization ○ Budget to test, optimize, analyze and repeat
  6. 6. Worksheet: Campaign Planning • What is your business objective? • What is your integrated marketing communications Campaign objective? • What is the campaign duration? • What is the budget? • What functions will be handled in-house and what functions will be outsourced? • Who will manage the campaign?
  7. 7. Online & Offline Marketing Channels
  8. 8. Integrated Marketing Campaign Mix Source: Marketing Campaign Development Blog Awareness I know who you are Preference Prefer your product Decision Make purchase Repeat Business Satisfied customer Awareness LLead Generation Banner & Print Ads Signage PPC Ads SEO, Social Media Email & Direct Mail Articles, PR Seminars Speaking Ops. Sponsorships Corporate Website Credibility, Knowledge, Understanding, Belief Decision Action Next Purchase Cycle Nurture Blogs, Articles, Video Testimonials, Virtual Tours, Online Partnerships Brochures Testimonials Articles / Tips Web Content Buyer Checklist Buyer Tools Demos 1:1 Selling eNewsletter Client Appreciation Social Events Nurture Campaigns Tell-a-friend Loyalty Building Customer Advisory Boards
  9. 9. Marketing Channels ● Decide which marketing channels to use. ○ Define the purpose of each channel: exposure, reach, influence, information, interaction, data gathering, etc. ○ Plan when/where/how each channel will be used. ○ Define how each channel will support the other channels. ○ Integrate salesperson activities into the marketing plan. ● Maintain a consistent message across all channels. ● Plan how to drive traffic from one channel to another. ● Capture demographic and other data points from each channel. ● Establish a time frame for responding to questions, feedback, requests for information, etc. that come from the marketing channels. ● Be ready to respond to potential problems.
  10. 10. Benefits & Challenges: Owned, Earned, Paid Media Media Type Definition Examples The Role Benefits Challenges Owned Media Brand controls channel • Website • Mobile site • Blog • Twitter acct. Build for longer- term relationships • Control • Cost efficiency • Longevity • Versatility • Niche audiences • No guarantees • Company communicati on not trusted • Takes time to scale Paid Media Brand pays to leverage channel • Display ads • Paid search • Sponsorships Shift from foundation to a catalyst that feeds owned and creates earned media • In demand • Immediacy • Scale • Control • Clutter • Declining response rates • Poor credibility Earned Media When customers become the channel • Word of mouth • Buzz • “Viral” Listen & respond – earned media is often result of owned & paid media • Most credible • Key role in many sales • Transparent & lives on • No control • Can be negative • Scale • Hard to measure
  11. 11. Audience Personas • Personas are a 1 – 2 page written representation of the goals and behaviors of a hypothesized group of users. • Persona descriptions include behavior patterns, goals, skills, attitudes and a few fictional details the make the persona a realistic character. • Identify your company’s audiences. Typically, limit to no more than three audiences. • Each audience has segments - groups linked by common habits, wants and/or preferences. Typically, limit to no more than three segments. • Create one persona that typifies each segment within each audience. That means a max of nine personas for your organization.
  12. 12. Personas Inform Targeted Marketing ● Personas include who the person is, how you identify them, what they value and how you speak to them: ○ Demographic Information: benefits offline and online targeted marketing ○ Job Level / Seniority: crucial for B2B companies ○ What their typical day looks like ○ Select a stock image to reflect that person ○ Their pain points, values and goals ○ Where they go for information – how they consume information ○ What experience they are looking for when shopping for your product or service ○ Common objections to your product or service ○ Recognize the persona when you encounter them
  13. 13. Create Research Based Personas ● Google Analytics – ○ Research your website traffic by keyword ○ Find user similarities in search traffic – group them into categories ○ Refine buyer personas by social channel – referral traffic, group landing pages by social channel ● Social media - fill out social details – look at how fans and followers describe themselves on social media ● Social media analytics ● Surveys and focus groups
  14. 14. In Search Of – Persona
  15. 15. Worksheet: Persona Questions • Create one persona that is representative of an audience segment. • What is the person’s first and last name, age, gender, face (find a photo online) and personal information? • What are a few details about the person’s life, interests, habits & family? • How does this person spend their day?—Sketch out a brief outline of their daily work day or day at home, including specific habits, likes and dislikes. • Where (or from whom) else is this person getting information about similar products or services? • What are this persons goals, challenges, values and fears? • Where are they in the buying cycle? • What is your marketing message and elevator pitch to this persona?
  16. 16. Buying Habits In The Age Of Mobile Devices/Apps ● Google – Zero Moment of Truth: People are increasingly making decisions at the Zero Moment—the precise moment when they have a need, intent or question they want answered online. ● Be there at the right time with answers to gain a competitive advantage. ● Zero Moment of Truth study performed by Google found – buyers engage with approx. 11 pieces of content prior to making a purchase decision. ● Omni-channel Marketing: Design a multi-channel, multi-device experience from a customer’s perspective. ● Tips to be there at the zero moment of truth: ○ Use search to uncover and understand the moments that matter – The number one stain search is for red wine stains. ○ Provide content that is interesting, relevant, engaging ○ Measure if zero moment of truth results in new business
  17. 17. Customer Lifecycle Journey
  18. 18. Inbound Marketing Funnel
  19. 19. Content Matrix
  20. 20. Content Strategy – Repurpose / Reformat Content Topics ● List 1 goal ● List 3 tactics ● List products that will achieve each tactic – include: ○ Owned, earned and paid media ○ Repurpose / reformat content topics ○ Coordinated brand messaging ● List how each tactic & product will be measured for success.
  21. 21. Customer Journey Mapping & Touch-points Mapping ● Select a specific customer segment or target audience with distinct product needs and similar buying methods. ● Optimize each stage of the customer journey to meet those needs. ● Journey mapping begins with three critical elements: a persona, a journey and a scenario. ● The persona grounds the customer journey in the context of and through the eyes of a single specific buyer. ● The journey itself could embody the entire customer lifecycle or it could be one specific stage of the customer lifecycle. ● The scenario is a single sentence that defines what the customer is trying to accomplish and why.
  22. 22. Customer Journey Mapping
  23. 23. Journey Map Touchpoints
  24. 24. Worksheet: Persona Journey Mapping - Integrated Marketing Communications ● Persona Journey Mapping / Conversion Funnel Stages ○ Discover: Consumer has a need that requires they make a purchase ○ Compare: Research process identifies brands for comparison ○ Consider: Your product or service is being considered ○ Commit: Consumer conversion – purchase ○ Retain: Consumer becomes a loyal customer and/or a brand advocate ● List for each stage of the persona journey: ○ Persona questions ○ Persona goals ○ Your company goals ○ Appropriate content type and topics ○ Headlines or content titles
  25. 25. Content Metrics – 4 Categories ● Consumption Metrics ○ How many people consumed your content? Measured as page views, downloads, views, etc. ● Sharing Metrics ○ How often do consumers of your content share it with others? Measured as likes, shares, tweets, retweets, and backlinks. ● Lead generation Metrics ○ How often do content consumers turn into leads? Measured using contact forms, signups, registration, etc. ● Sales Metrics ○ How often do content consumers turn into customers? ● Content Metrics – ROI: look at metrics by the type of content you’re producing:
  26. 26. Evaluate Campaign Results ● What is the ROI for the marketing activity? ● Did that ROI meet or exceed the predefined ROI goal(s)? ● Did you determine the right metrics to track? ● Did those metrics/statistics meet your goals? ● Did you go over budget? ● Did you accomplish what you needed to within the specified time frame?
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