Integrated Marketing: Managing Multiple Channels

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Integrated Marketing: Managing Multiple Channels

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Integrated Marketing: Managing Multiple Channels

  1. 1. @ROAMRIGHT 1@SHARONMOSTYN#ASW13
  2. 2. @ROAMRIGHT 2@SHARONMOSTYN#ASW13
  3. 3. INTEGRATED MARKETING:MANAGING MULTIPLE CHANNELS• 2013: The Year of Integrated Marketing• Which Channels To Focus On (And Which To Avoid) • ZMOT • New Media Trinity• Causes Of Channel Conflict• Minimizing Channel Conflict• Integrated Marketing Pyramid @ROAMRIGHT @SHARONMOSTYN 3 #ASW13
  4. 4. 2013: THE YEAR OF INTEGRATED MARKETING Channels Campaigns Tools JACKPOT!! @ROAMRIGHT @SHARONMOSTYN Source: Search Engine Watch 4 #ASW13 http://searchenginewatch.com/article/2232621/2013-The-Year-of-Marketing-Integration
  5. 5. INTEGRATED MARKETING:MANAGING MULTIPLE CHANNELSStrategy aimed at unifying different marketing methods.• Mass Marketing• One-to-One Marketing• Direct MarketingObjectives:• Seamless customer experience• Complement and reinforce the market impact• Employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc. @ROAMRIGHT @SHARONMOSTYN 5 #ASW13
  6. 6. INTEGRATED MARKETING:MANAGING MULTIPLE CHANNELS Collect Info Outline Plan Research & Review Revise & Repeat @ROAMRIGHT @SHARONMOSTYN 6 #ASW13
  7. 7. WHICH CHANNELS TO FOCUS ONAND WHICH CHANNELS TO AVOIDAvoiding focusing solely on the last touch before conversion.• First Click• Last Click• Distributed ClickUse analytics to help!Determine the optimal mix for your company based on key performance indicators (KPI’s) for sales effectiveness and budget accordingly. @ROAMRIGHT @SHARONMOSTYN 7 #ASW13
  8. 8. ZMOT: ZERO MOMENT OF TRUTH @ROAMRIGHT @SHARONMOSTYN Source: Google: Zero Moment of Truth 8 #ASW13 http://www.zeromomentoftruth.com/
  9. 9. NEW MEDIA TRINITY Content Distribution Conversation WINNER!!! @ROAMRIGHT @SHARONMOSTYN Source: Chris Penn Interview, Social Media Examiner 9 #ASW13 http://www.socialmediaexaminer.com/email-and-social-media-marketing-integration/
  10. 10. CAUSES OF CHANNEL CONFLICT Goal Incompatibility Territory Disagreement Inadequate Communication Competition For Resources @ROAMRIGHT @SHARONMOSTYN 10 #ASW13
  11. 11. MINIMIZING CHANNEL CONFLICT Pricing Approach Product Approach Brand Approach Promotions Approach @ROAMRIGHT @SHARONMOSTYN 11 #ASW13
  12. 12. INTEGRATED MARKETING PYRAMID Differentiate your brand Create engaging content Deliver a coordinated message Maximize communication impact Strategically cross-post across channels Establish an optimized integrated marketing plan @ROAMRIGHT @SHARONMOSTYN 12 #ASW13
  13. 13. @ROAMRIGHT 13@SHARONMOSTYN#ASW13
  14. 14. THANK YOU!Contact Information:Sharon MostynRoamRight Travel Insurancehttp://www.RoamRight.comTwitter: @SharonMostyn or @RoamRightEmail: SMostyn@RoamRight.com @ROAMRIGHT @SHARONMOSTYN 14 #ASW13

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