Integrated Marketing: Think Big, Think Small

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Integrated marketing presentation by Pam Didner at Integrated Marketing Summit 2014.

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Integrated Marketing: Think Big, Think Small

  1. 1. INTEGRATED MARKETING THINK BIG, THINK SMALL @PamDidner Global Integrated Marketing Manager, Intel Corp.
  2. 2. Definition #1: INTEGRATED MARKETING COMMUNICATION “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.”  
  3. 3. Definition #2: INTEGRATED MARKETING COMMUNICATION “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.”  
  4. 4. LET’S SUMMARIZE THE DEFINITIONS… RETAIL SOCIAL MEDIA COMPANY WEBSITES E-MAIL A CAMPAIGN THAT BRINGS STRATEGY TO LIFE WITH CONSISTENT MESSAGING AND CREATIVITY EVENTS SEARCH ADVERTISING
  5. 5. I BEG TO DIFFER
  6. 6. INTEGRATED MARKETING IS EVOLVING
  7. 7. INTEGRATED MARKETING QUADRANTS BIG INTEGRATED MARKETING NEW INTEGRATED MARKETING SMALL NEW INTEGRATED MARKETING NEW INTEGRATED MARKETING TRADITIONAL NEW
  8. 8. INTEGRATED MARKETING QUADRANTS BIG INTEGRATED MARKETING NEW INTEGRATED MARKETING INTEGRATED MARKETING SMALL NEW INTEGRATED MARKETING TRADITIONAL NEW INTEGRATED MARKETING NEW
  9. 9. INTEGRATED MARKETING QUADRANTS BY EXAMPLES BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
  10. 10. FOUR EXAMPLES FROM USA, BRAZIL AND SOUTH KOREA
  11. 11. INTEGRATED MARKETING EXAMPLES BY QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
  12. 12. THINK TRADITIONAL BIG - PRODUCT LAUNCHES
  13. 13. Intel® CoreTM i5 Processor Launch: INTEGRATED CAMPAIGN SOCIAL  MEDIA   Awareness and education activities featuring new products on Facebook, Twitter, Flipboard, Instagram AD  CAMPAIGNS   Highlight the product benefits EVENTS   Product launch. Rolling thunder through geo roadshows and partner events, SEARCH  ENGINE  MARKETING   Key word earch terms in markets in targeted countries INTEL.COM   Intel.com landing and shop page INFLUENCER  MARKETING   Targeted social media influencer seeding to drive social media communications and education   PRESS  &  ANALYSTS   Press  conferences  and  coverage   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
  14. 14. A TEAM IS IN PLACE SOCIAL  MEDIA STRATEGY MEDIA BUSINESS   UNITS EVENTS   WEB   MARKETING PRESS  &   ANALYSTS   RETAIL     MESSAGING   PRODUCT   DEMOS   PARTNER   MARKETING  
  15. 15. A SHORT STARTEGY DOCUMENTATION TO RALLY EVERYONE •  •  •  •  •  •  Launch Objective Marketing Objective Marketing Strategy Product Message and Position Creative Style/Guide Budget
  16. 16. INTEGRATED MARKETING TRADITIONAL/BIG •  •  •  •  Big Budget Top Down Campaign Driven Marketing Takes the Lead
  17. 17. INTEGRATED MARKETING QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
  18. 18. SOUTH KOREA ON-LINE STORE hMp://www.youtube.com/watch?v=nJVoYsBym88    
  19. 19. THINK BIG - CUSTOMER DRIVEN EXPERIENCE NEW CUSTOMER EXPERIENCE DRIVEN BY TECHNOLOGY RETAIL MESSAGING SOCIAL MEDIA CREATIVE PR/AR = Marketing channels are subject to change based on projects
  20. 20. INTEGRATED MARKETING NEW/BIG •  •  •  •  •  Big Initiative, Big Budget Top Down Experience Driven Technology Takes the Lead Marketing Complements Technology
  21. 21. INTEGRATED MARKETING EXAMPLES BY QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
  22. 22. THINK SMALL - DIRECT MARKETING RETAIL   SOCIAL   MEDIA   COMPANY   WEBSITES   DIRECT MARKETING COUPONS   E-­‐MAIL     POSTAL   MAIL   = Marketing channels are subject to change based on campaigns
  23. 23. INTEGRATED MARKETING TRADITIONAL/SMALL •  •  •  •  Existing Budget Routine Existing Creative Bottoms Up
  24. 24. INTEGRATED MARKETING EXAMPLES BY QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
  25. 25. THINK SMALL - START WITH ONE CREATIVE IDEA hMp://www.youtube.com/watch?v=4tYMMXiH_hs    
  26. 26. THINK SMALL - CUSTOMER DRIVEN EXPERIENCE START WITH AN IDEA MEDIA PICKUP RETAIL SOCIAL MEDIA PR/AR = Marketing channels are subject to change based on projects
  27. 27. INTEGRATED MARKETING NEW/SMALL •  Start with an awesome idea Get fans to do something •  Integrated MKT follows after the idea takes off
  28. 28. BUT WAIT ANOTHER EXAMPLE OF NEW/SMALL
  29. 29. INTEGRATED MARKETING QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
  30. 30. THINK SMALL – BREAK DOWN ONE PIECE OF CONTENT INTO 5 PIECES ONE PIECE OF CONTENT CONTENT 5 CONTENT 1 CONTENT 2 CONTENT 4 CONTENT 3 = Marketing channels are subject to change based on projects
  31. 31. BREAK DOWN LONG FORM CONTENT TO MULTIPLE SHORT FORMS LONG FORM CONTENT (1) SHORT FORM CONTENT (4) SOCIAL CONTENT (20)
  32. 32. SHORT FORM EXAMPLES 27 PAGES WHITE PAPER 600-800 WORD BLOG POSTS
  33. 33. SOCIAL CONTENT EXAMPLES
  34. 34. IN SUMMARY •  DEFINE INTEGRATED MARKETING ACCORDING TO YOUR JOB •  HELP YOUR COMPANY OR CLIENTS THINK BIG, THINK SMALL •  AN INTERESTING IDEA OR CONTENT IS A STARTING POINT

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