Global Integrated Marketing Best Practices
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This document discusses integrated marketing and provides examples of different approaches. It defines integrated marketing as coordinating messaging across all channels centered around the customer. Examples of integrated marketing are given in four quadrants based on being traditional or new approaches, and having small or big budgets. Traditional big approaches involve coordinated multi-channel campaigns, while new big approaches are driven by new technologies to create customer experiences. Traditional small approaches use existing budgets for routine campaigns, while new small approaches start with a single creative idea and allow it to spread organically. Testing ideas is emphasized as important for success.
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Global Integrated Marketing Best Practices
- 1. Global Integrated Marketing Best Practices @Pamdidner
- 2. “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.” Definition #1: INTEGRATED MARKETING COMMUNICATION
- 3. “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.” Definition #2: INTEGRATED MARKETING COMMUNICATION
- 4. RETAIL SOCIAL MEDIA ADVER- TISING SEARCHEVENTS E-MAIL COMPANY WEBSITES LET US SUMMARIZE THE DEFINITIONS A CAMPAIGN THAT BRINGS STRATEGY TO LIFE WITH CONSISTENT MESSAGING AND CREATIVITY
- 7. INTEGRATED MARKETING QUADRANTS INTEGRATED MARKETING NEW INTEGRATED MARKETING NEW INTEGRATED MARKETING NEW INTEGRATED MARKETING TRADITIONAL NEW SMALL BIG INTEGRATED MARKETING
- 8. INTEGRATED MARKETING QUADRANTS BY EXAMPLES PRODUCT LAUNCH REGULAR / ROUTINE MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG
- 9. FOUR EXAMPLES FROM USA, UK, BRAZIL AND SOUTH KOREA
- 10. INTEGRATED MARKETING EXAMPLES BY QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE SIMPLE IDEA TRADITIONAL NEW SMALL BIG
- 12. 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 SOCIAL MEDIA Awareness and education activities featuring new products on Facebook, Twitter, Flipboard, Instagram AD CAMPAIGNS Highlight the product benefits INTEL.COM Intel.com landing and shop page PRESS & ANALYSTS Press conferences and coverage Intel® CoreTM i5 Processor Worldwide Launch: INTEGRATED CAMPAIGN EVENTS Product launch. Rolling thunder through geo roadshows and partner events, SEARCH ENGINE MARKETING Key word earch terms in markets in targeted countries INFLUENCER MARKETING Targeted social media influencer seeding to drive social media communications and education
- 13. A TEAM IS IN PLACE RETAIL PARTNER MARKETING BUSINESS UNITS MESSAGING PRESS & ANALYSTS EVENTS WEB MARKETING PRODUCT DEMOS SOCIAL MEDIA MEDIA STRATEGY
- 14. • Launch Objective • Marketing Objective • Marketing Strategy • Product Message and Position • Creative Style Guide • Budget A CONCISE STARTEGY PLAN TO RALLY THE TEAM
- 15. INTEGRATED MARKETING TRADITIONAL/BIG • Big Budget • Top Down • Campaign Driven • Marketing Takes the Lead
- 16. BEST PRACTICES • Regular launch meetings 4-6 months prior to the launch • Timely Launch communications with geographies • Clear roles and responsibilities between HQ and regions • Creative and messaging • Regular check point meetings with management
- 17. INTEGRATED MARKETING QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG
- 18. BIG NEW: CUSTOMER DRIVEN EXPERIENCE RETAIL SOCIAL MEDIA CREATIVE MESSAGING DELIVER CUSTOMER EXPERIENCE ENABLED BY TECHNOLOGY PR/AR = Marketing channels are subject to change based on projects TECHNOLOGY THAT MAKES YOUR LIFE EASIER OR FUN TECHNOLOGY DRIVES MKT EFFORTS
- 19. SOUTH KOREA ON-LINE STORE h?ps://www.youtube.com/watch?v=nJVoYsBym88&feature=kp
- 21. INTEGRATED MARKETING NEW/BIG • Technology Takes the Lead • Big Initiative, Big Budget • Top Down • Experience Driven • Marketing Complements Technology
- 22. BEST PRACTICES • Technology takes the lead • IT and marketing collaboration • Seamless user experience is key • Challenging to scale across regions • Test, Test, Test
- 23. INTEGRATED MARKETING EXAMPLES BY QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG
- 24. ROUTINE DEMAND GENERATION EMAIL CAMPAIGNS SOCIAL MEDIA OUTREACH COMPANY WEBSITES OR STORE VISITS DOWNLOAD CONTENT OR PURCHASE W/ OFFERS
- 25. INTEGRATED MARKETING TRADITIONAL/ SMALL • Existing Budget • Routine • Existing Creative • Bottom Up
- 26. BEST PRACTICES • Establish a process with automated tools • Compelling content to drive engagement • Clear call-to-action
- 27. INTEGRATED MARKETING EXAMPLES BY QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG
- 28. THINK SMALL - START WITH ONE CREATIVE IDEA h?ps://www.youtube.com/watch?v=4tYMMXiH_hs
- 30. THINK SMALL - CUSTOMER DRIVEN EXPERIENCE RETAIL SOCIAL MEDIA PR/AR MEDIA PICKUP START WITH AN SIMPLE IDEA = Marketing channels are subject to change based on projects LET OTHERS DRIVE BUZZ
- 31. INTEGRATED MARKETING NEW/SMALL • Start with an awesome idea, bring it to live • Get fans to do something • Integrated MKT follows after the idea takes off
- 33. INTEGRATED MARKETING QUADRANTS PRODUCT LAUNCH REGULAR DIRECT MARKETING TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE START W/ CONTENT OR ONE IDEA TRADITIONAL NEW SMALL BIG START WITH CUSTOMER EXPERIENCE
- 34. h?ps://www.youtube.com/watch?v=hlMVWNSSJ1Y 2 MIN ABOUT YOTEL
- 37. BEST PRACTICES • Know your audience and your brand • Weekly brainstorming meetings • Creative ideas to get others talk about your brand • Hustle • Test, Test, Test. Keep trying
- 38. IN SUMMARY • You can do integrated MKT by thinking big or thinking small • Start with a creative and simple idea • Test, Test, Test your ideas. Fail quickly.