Develop An Integrated
Engage And Grow Your Customer Base
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
● How to evaluate each element of the marketing communication mix to fine tune
message, audience, timing and place
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
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
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
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?
Integrated Marketing Campaign Mix
Source: Marketing Campaign Development Blog
I know who you are
Prefer your product
Banner & Print Ads
SEO, Social Media
Email & Direct Mail
Decision Action Next Purchase
Blogs, Articles, Video Testimonials, Virtual
Tours, Online Partnerships
Articles / Tips
Customer Advisory Boards
● 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.
Benefits & Challenges: Owned, Earned, Paid Media
Media Type Definition Examples The Role Benefits Challenges
Owned Media Brand controls
• Mobile site
• Twitter acct.
Build for longer-
• Takes time
Paid Media Brand pays to
• Display ads
• Paid search
foundation to a
catalyst that feeds
owned and creates
• In demand
Earned Media When customers
• Word of
Listen & respond –
earned media is
often result of
owned & paid
• Key role in
& lives on
• No control
• Can be
• Hard to
• 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.
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
○ Common objections to your product or service
○ Recognize the persona when you encounter them
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
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
• 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
• 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?
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
● 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
Content Strategy – Repurpose / Reformat Content Topics
● List 1 goal
● List 3 tactics
● List products that will achieve
each tactic – include:
○ Owned, earned and paid
○ Repurpose / reformat
○ Coordinated brand
● List how each tactic & product
will be measured for success.
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
● 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.
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
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:
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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