How to Develop an Integrated
    Marketing Strategy




Michael Hsu
michael@rapleaf.com
Webinar Agenda

• Why is Integrated Marketing
  Important?
• The Rise of Content Marketing
• Online Advertising




      ...
Who is Rapleaf?
                                                      I

A marketing services          Food
              ...
The Need for Integrated Marketing
Industry trends:
• More and more forms of communication
• More competition for people’s ...
The Need for Integrated Marketing
      Your customers are everywhere



            Blogs, news      Video sites



 Soci...
The Need for Integrated Marketing
      Keep communication consistent



            Blogs, news      Video sites
        ...
The Need for Integrated Marketing
 An integrated marketing experience




                                      7
Integrated Marketing in 4 Steps

1. Stay customer-centric
2. Analyze customers for
   insights
3. Create a strategy and
  ...
Where does it all start?

Your customer database.




                           9
Your Customer Database

What you already know:
            •   Demographics
            •   Purchase history,
            ...
Your Customer Database

What you may not know:
            •   Influence
            •   Income, other
                hou...
The Rise of Content Marketing
“Content Marketing is the only
marketing that’s left.” –Seth Godin

You should:
  • Be hones...
The Rise of Content Marketing
    Why is content important?

                  • Engages customers
                  • Hel...
The Rise of Content Marketing
What should be created and shared?

                  Share often:
                  • Creat...
The Rise of Content Marketing
      Email is still king




                                15
The Rise of Content Marketing
                   Main Use Cases
            Email                            Social
      ...
The Rise of Content Marketing
6 Key Metrics
1. Customer database
   • Size
   • Response rates
   • Churn rate and purchas...
The Rise of Content Marketing
6 Key Metrics
3. Expenses
   • Retention costs per customer
   • Communication / outreach co...
The Rise of Content Marketing
6 Key Metrics
6. Total Referral Value / Influence
   • Introduction to your
      customers’...
Advertising: Within Social Media

• Facebook – Very granular by
demographics, education,
interests, and even social graph
...
Advertising: Across the Web

“Buying Audiences” vs “Buying Content”
• General demographics -- by gender, age,
location, oc...
Integrated Marketing Summary

                                    Advertising
          Demo-
         graphics           ...
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How to Develop an Integrated Marketing Strategy

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A brief overview of the importance of integrated marketing and how to go about it, including its relationship to content marketing and new online advertising capabilities.

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How to Develop an Integrated Marketing Strategy

  1. 1. How to Develop an Integrated Marketing Strategy Michael Hsu michael@rapleaf.com
  2. 2. Webinar Agenda • Why is Integrated Marketing Important? • The Rise of Content Marketing • Online Advertising 2
  3. 3. Who is Rapleaf? I A marketing services Food Network Fan like cats NASCAR startup that helps top Fan companies: 1. Personalize customer interactions through deeper insight 2. Reach their target audience across the web with better Quick Facts advertising • Insight into over 400 million people • Advertising reaches 75+ million users online 3
  4. 4. The Need for Integrated Marketing Industry trends: • More and more forms of communication • More competition for people’s attention • A consumer-focused and customer- controlled environment • People buying 24/7 4
  5. 5. The Need for Integrated Marketing Your customers are everywhere Blogs, news Video sites Social media Email Podcasts and eBooks Real-world stores 5
  6. 6. The Need for Integrated Marketing Keep communication consistent Blogs, news Video sites Your Social media message Email Podcasts and eBooks Real-world stores 6
  7. 7. The Need for Integrated Marketing An integrated marketing experience 7
  8. 8. Integrated Marketing in 4 Steps 1. Stay customer-centric 2. Analyze customers for insights 3. Create a strategy and message to reach customers effectively and grow relationships 4. Measure results and repeat 8
  9. 9. Where does it all start? Your customer database. 9
  10. 10. Your Customer Database What you already know: • Demographics • Purchase history, products of interest • How long they have been customers • Coupons, promos • Customer service issues 10
  11. 11. Your Customer Database What you may not know: • Influence • Income, other household information • Interests, hobbies, and lifestyles • In-market data (3rd party firms can help) 11
  12. 12. The Rise of Content Marketing “Content Marketing is the only marketing that’s left.” –Seth Godin You should: • Be honest • Teach them • Be topical 12
  13. 13. The Rise of Content Marketing Why is content important? • Engages customers • Helps your “steer” buzz • Builds trust • Boosts search and SEO 13
  14. 14. The Rise of Content Marketing What should be created and shared? Share often: • Creative, funny videos • Studies and research • Tips and advice • Contests Share less often: • Free demos • Product-specific info 14
  15. 15. The Rise of Content Marketing Email is still king 15
  16. 16. The Rise of Content Marketing Main Use Cases Email Social media • Loyalty and retention • Content sharing and programs personal interactions • Special promos and offers • Customer support • Important alerts • General promos, info Other communication 16
  17. 17. The Rise of Content Marketing 6 Key Metrics 1. Customer database • Size • Response rates • Churn rate and purchase cycle • Performance of various segments 2. Revenues • Repeat vs. new sales • Popular products • Customer personas buying different products • Sales per contacted customer 17
  18. 18. The Rise of Content Marketing 6 Key Metrics 3. Expenses • Retention costs per customer • Communication / outreach costs 4. Total Customer Value • Lifetime measure of purchases and costs 5. Feedback • Buzz across social media and other forums 18
  19. 19. The Rise of Content Marketing 6 Key Metrics 6. Total Referral Value / Influence • Introduction to your customers’ friends • Build an internal “Influence Score” for customers: • Online influence • Referrals • Purchase history 19
  20. 20. Advertising: Within Social Media • Facebook – Very granular by demographics, education, interests, and even social graph • LinkedIn – Vary by company size, job title, industry, and demographics • Twitter – “Promoted Tweets” soon • YouTube – “Promoted Videos” and contextual ads from Google 20
  21. 21. Advertising: Across the Web “Buying Audiences” vs “Buying Content” • General demographics -- by gender, age, location, occupation • Visitors who leave your site (Retargeting) • In-market users – people looking to buy travel, cars, food, home goods • Friends of customers • Real-world/offline customers – household info, voter history, lifestyles and interests 21
  22. 22. Integrated Marketing Summary Advertising Demo- graphics Creating Content 4 Basic Steps Blogs 1. Stay customer-centric Video 2. Gain customer insights Real world 3. Create marketing In-market communication strategy Social media 4. Measure and repeat Email Podcasts Contests Social graph and eBooks Retargeting Social media 22
  23. 23. Thank you! Questions? Michael Hsu (@mhsu) michael@rapleaf.com Rapleaf (@rapleaf) 667 Mission St, FL 4 San Francisco, CA 94105 www.rapleaf.com info@rapleaf.com 415-886-7270 23

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