The document emphasizes the need for modern marketing communicators to integrate traditional and new media to effectively reach buyers. It argues that while social media is vital, traditional media still plays a significant role, and successful strategies should blend both to promote branding and demand generation. It also highlights that social media can be particularly transformative for B2B marketing due to its unique characteristics.

1. marketing communications pwbIntegrating Traditional and New MediaAnn Arbor SPARK Marketing Roundtable

2. Why we’re here…“Old media is dead”“What’s a Twitter?”

3. Today’s marketing communicators need to strike a balance to reach buyers effectively.Success lies in the balance

4. It’s all part of your messageMany organizations separate new media and traditional efforts into silosYour prospects do NOTLike it or don’t:Social media is here to stayTraditional media will never fully disappear

5. Interactive Media & Metrics

6. Everychannel is a door to your branding and demand generation assetsDoors

7. Every channel has strengths and weaknessesThe best programs integrate elements strategically, examples:Promote a new ad campaign via contests on TwitterDrive social media traffic by including in print and other traditionalIntegrated marketing extended

8. Myth: social media isn’t for B2BSocial media may even more transformative for B2B, since B2B has a smaller customer base, higher price point, and a customer decision funnel more influenced by word of mouth and reputationDifferences in B2B and B2C lie in tactics not strategyEveryone is using the Big 4

9. Burning questions for our experts?Let’s go!