Downloaded 23 times
Uploaded byDigitalMarketingShow
Integrated Marketing - Get the always-on, integrated marketing machine to drive your business forward
This document discusses integrated marketing and getting the "always-on, integrated marketing machine" to drive business forward. It outlines how marketing is shifting from one-time campaigns to always-on efforts across digital and offline channels. The objectives of always-on marketing are to progress buyers through their journey, from initial consideration to purchase. Key aspects include understanding buyer personas, measuring the right KPIs, using multiple positioning strategies, following a process of thinking, doing and measuring, and having the right people and skills for this new approach.
More Related Content
![CRM [ODOO]](https://cdn.slidesharecdn.com/ss_thumbnails/crm1-160211132140-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Integrated Marketing - Get the always-on, integrated marketing machine to drive your business forward
More from DigitalMarketingShow
Integrated Marketing - Get the always-on, integrated marketing machine to drive your business forward
- 1. IntegratedMarketing Getthe always-on,integratedmarketing machine to drive yourbusiness forward Alexandre Vandermeersch Digital Marketing show presentation November19 2014
- 2. About Odoo(ex-OpenERP) o#1Open Source Business Applications suite oIntegratedbusines apps, fromCMS/Ecommerce, Survey, Events, Mass Mailings to CRM, Billing, Accounting,… o2,000,000 users o550+ partners
- 3. WhoamI –CMO @Odoo P&G -IT Business Consultant (McK) SME Manager Computer Science Engineering @alexvdm av@odoo.com MBA Java/ C++ (deprecated) Autoexec.bat (obsolete)
- 4.
- 5. " " Forrester&Gartner By 2020, 80% of the buying process will be done without any human-to-human interaction It’shappening
- 6. It’sno longer aboutjustgettingyourbrand out there oPicture So, shouldweshoutlouder?
- 7. The oldvs newworld The oldmarketing The new marketing Campaigns Always-on Art Science Few Big bets Many Small bets 2 skills Many skills Spray & pray Hyper targeted Manage the funnel Address the decision journey
- 8. Thanks, how dowegetthere?
- 9. Optimizethe customerjourneyin aworld wherethe buyerisin control
- 10. Whichmeanswedon’tmess up withhim/her (Mostly) Non commercial touch points Commercial touch points Service, commercial & non commercial touch points
- 11. Example: Non commercialcontent marketing Business Hacks blog on our site
- 12. Tips –greatnon commercialcontent marketing oIdentify your buyers personaes, their problems or aspirations and their typical behavior (when buying / non buying; offline/online) oFind an editorial line not too crowded –you are starting up a media! oMake it unique, personal, diverse formats, with the right tone of voice oBe patient but gently aggressive (build a subscriber base, not a funnel) –payoff is 12 to 18 months
- 13. 4 thingsto getright 1 Right objectives & KPIs 2 Right «positionning’s» 3 Right process 4 Right people Don’t overinvest in: campaigns, agencies, channel choices, branding,…
- 14. 1. Yourobjectives oTheobjective of Always-on marketing is not to make sales… o…But to get progress in the buyer journey: oMore buyers including the brand in the ICS oMore buyers finding the brand when evaluating (even if not in ICS) oMore buyers evaluating the brand positively oMore buyers….buying the brand oAnd the first step is to know who your buyers are
- 15. 1. Yourobjectives oMorebuyers including the brand in the ICS (Initial Consideration Set) oMore buyers finding the brand when evaluating (even if not in ICS) oMore buyers evaluating the brand positively oMore buyers….buying the brand oNon-commercial content marketing (inbound) oOutbound (tele)marketing oDisplay ads,… oOffline campaigns oSEO / SEA oTrade shows oWebsite user experience oLead nurturing oEvents/ Webinars oRetargeting oCommercial content marketing oPromotions,… oRe-activation campaigns
- 16. Event Example: OdooDays oBiggest Open Days ever o2000 people, 3 days oDirect Business impact
- 17. 1. YourKPIs(example) oMorebuyers including the brand in the ICS oMore buyers finding the brand when evaluating (even if not in ICS) oMore buyers evaluating the brand positively oMore buyers….buying the brand oAwareness with buyers (%) oSEO tracking (e.gSEO profiler) oTrade show leads o% conversion visitor/lead on Website o% financial offers/leads o% win on offers
- 18. Followthe journey Googlecampaigns Emarketingcampaigns Other campaigns (events, surveys,…) Shop visits ROI per campaign Personalized campaigns Integrated System : CRM with Tracking, Emarketing,.. WWW
- 19. 2. You don’tneed1positionning oPicture Don’trelyon a single trick
- 20. 2. You don’tneed1positionning oDigital & offline channels are diverse… and can be targeted oIt’s like a ‘salmon trap’ –start by getting the positioning the buyer wants to hear (but stay close to what you do…) oThen get him to where you want him to be oRemember, it’s a journey, not a funnel –it’s not just a probability game, but an influence game
- 21. 2. Don’tbeTOO honest o‘Request a demo’ -> Get a qualifying call o‘HR Software’ -> Recruiting software oContent marketing -> Get awareness of your brand (today)
- 22. 3. The rightprocess
- 23. 3. The rightprocess Think Do Measure Kill/ Expand/ Adjust
- 24. 4. The rightpeople o‘Digital natives’ oAutonomy / project ownership oEvolution / Coaching oExternally focused / journalist mindset oMix of ‘event’ practical people and copy/content people oCreativity is a process, not a skill
- 25.
- 26. Odoo sales@odoo.com +32(0) 2 290 34 90 www.odoo.com R&D andservices office Chaussée de Namur 40 B-1367 GrandRosière Sales office Avenue Van Nieuwenhuyse5 B-1160 Brussels ThankYou Sendyourinput atav@odoo.com