The document discusses integrated marketing and managing multiple marketing channels. It recommends developing a strategy to unify different marketing methods with the objectives of providing a seamless customer experience and reinforcing the impact of various marketing efforts. The document also provides tips on which channels to focus on and avoid, how to minimize channel conflict, and presents an integrated marketing pyramid for establishing an optimized marketing plan that differentiates the brand and creates engaging content across strategically selected channels.

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2. @ROAMRIGHT 2
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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
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4. 2013: THE YEAR OF INTEGRATED MARKETING
Channels Campaigns Tools
JACKPOT!!
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@SHARONMOSTYN Source: Search Engine Watch
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#ASW13 http://searchenginewatch.com/article/2232621/2013-The-Year-of-Marketing-Integration

5. INTEGRATED MARKETING:
MANAGING MULTIPLE CHANNELS
Strategy aimed at unifying different marketing methods.
• Mass Marketing
• One-to-One Marketing
• Direct Marketing
Objectives:
• 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.
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6. INTEGRATED MARKETING:
MANAGING MULTIPLE CHANNELS
Collect Info
Outline Plan
Research & Review
Revise & Repeat
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7. WHICH CHANNELS TO FOCUS ON
AND WHICH CHANNELS TO AVOID
Avoiding focusing solely on the last touch before conversion.
• First Click
• Last Click
• Distributed Click
Use analytics to help!
Determine the optimal mix for your company based on
key performance indicators (KPI’s) for sales effectiveness
and budget accordingly.
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8. ZMOT: ZERO MOMENT OF TRUTH
@ROAMRIGHT
@SHARONMOSTYN Source: Google: Zero Moment of Truth
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#ASW13 http://www.zeromomentoftruth.com/

9. NEW MEDIA TRINITY
Content
Distribution
Conversation
WINNER!!!
@ROAMRIGHT
@SHARONMOSTYN Source: Chris Penn Interview, Social Media Examiner
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#ASW13 http://www.socialmediaexaminer.com/email-and-social-media-marketing-integration/

10. CAUSES OF CHANNEL CONFLICT
Goal Incompatibility
Territory Disagreement
Inadequate Communication
Competition For Resources
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11. MINIMIZING CHANNEL CONFLICT
Pricing Approach
Product Approach
Brand Approach
Promotions Approach
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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
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13. @ROAMRIGHT 13
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14. THANK YOU!
Contact Information:
Sharon Mostyn
RoamRight Travel Insurance
http://www.RoamRight.com
Twitter: @SharonMostyn or @RoamRight
Email: SMostyn@RoamRight.com
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