I had the distinct pleasure to give a talk with Mrs. Lou Hammond on the necessity of an integrated marketing approach. We cover a brief history of digital and traditional marketing integration, tactics, and measurement.

1. Tearing Down the Silos:
The Value of Integrated Marketing
November 2017
Lou Hammond, Chairman/Founder
John O’Hearn, VP Digital Marketing

2. o A short history
o Integration of traditional and digital marketing
o It’s all in the process
o Branding and discovery
o Strategy
o Websites
o SEO/PPC
o Email marketing
o Social media
o Public relations
o Traditional Advertising
o Data collection and measurement
Preview

3. A Short
History
Traditional and Digital Marketing Integration

4. o Traditional Marketing is a broad category that
incorporates many forms of advertising and marketing.
Most traditional marketing strategies fall under one of
four categories: print, broadcast, direct mail, and
telephone.
History of Traditional and
Digital Marketing Integration
o Digital Marketing is the marketing of products or services
using digital technologies, mainly on the Internet, but also
including mobile phones, display advertising, and any other
digital medium.

6. o Digital marketing ignored
o Digital as an add-on
History of Traditional and
Digital Marketing Integration

7. o The realization of digital
o Digital marketing gained steam as a valid
marketing avenue
o Organizations hired social media “experts”
o Groups worked in silos focused on their
disciplines
o But now… integration is paramount
History of Traditional and
Digital Marketing Integration

8. Integration
Traditional and Digital Marketing Integration

9. o Marketing executives saw the need for a unified strategy
o Businesses started searching for holistic marketing
professionals
o Organizations began hiring experts to expand their
marketing efforts
o These experts joined established teams
o This resulted in a unified marketing strategy
Integration

10. https://www.six-degrees.com/visual-history-digital-marketing/
GLOBAL INTERNET AD SPEND

11. It’s All in the
Process

13. Organize stakeholders to determine:
o Brand identity
o Business objectives
o Target audiences
o Competition
Branding & Discovery Session

14. o Describe what you do in one sentence. (There’s no right or
wrong, just perspective.)
o Describe what you do that is of the most benefit to your
customers.
o What “human value” does your work enhance for its customers?
(Peace of mind? Comfort in knowing problem will be solved?)
o What group of people would you say is the number one target
market for you?
o Give a description of a single person that represents that
audience. (Male, early thirties, practical, etc.)
o What—if any—is a misconception people may have about you?
o Give 5-7 words you would use to describe the “personality” of
your organization—or the personality you hope/want customers
to perceive. (Friendly? Corporate? Accessible?)
Branding & Discovery Session

16. o POST
o People: who?
o Objectives: goals?
o Strategy: path?
o Tactics: tools?
Marketing Plan

17. o POST – Mountain destination
o People: Family vacationers
o Objectives: increase destination awareness,
visitation
o Strategy: position the destination as the best
family friendly mountain vacation in the
region
o Tactics: Website positioning, PR, SEO, PPC,
Social media
Marketing Plan

18. Execution

20. o Make a plan!
o Curate user paths in line with your target audience
o Create a captivating design in line with your brand
o Use website best practices
o Mobile first!
o 55.79% of traffic is from mobile devices
o Contact in top right
o Value proposition high on the home page
o Call to action high on the home page
o Social media links
Websites

22. SEO – Search Engine Optimization – Organic search
engine rankings (not paid)
PPC – Pay Per Click Advertising – Paid placements on
search engine pages (paid)
Search Engine Marketing –
SEO & PPC

24. On-page optimization
o Keyword research
o On-page content optimization
o Page titles
o Header tags
o Meta descriptions
o Image file names and Alt Tags
Back-linking strategy
o Competitor back-link reverse engineer
o Competitor back-link replication
o Backlink outreach
Search Engine Optimization

25. Campaign construction
o Search campaign creation
o Display campaign creation
o Display remarketing campaign creation
Post-click optimization
o Landing page creation
Pay-Per-Click Advertising

26. Goals
o Build relationships
o Increase conversions
o Improve audience retention and repeat customers
List Building
o Collect email addresses at any and all events
o Use social media call to actions to bolster email
subscriptions
o Continually add to list segments with all outside sales
efforts
List Segmentation
o Best done at the time of email subscription
o Segment by identified target audiences
Email Marketing

27. Email Drip Campaign

29. Goals
o Engage the online community and increase
awareness, engagement
o Build fan following and engagement through
meaningful, purpose-driven content
o Accelerate awareness through consistency in content
placement, creative messaging and community
engagement
Social Media

30. Tactics
o Update profile images and headers with brand logo to
complement advertising, branding and website roll
out
o Establish a branded hashtag
o #LOVEVA
o Ensure social media buttons for all channels are easy
to find on main website and click through correctly
o Fill in all backend information to paint a clear picture
of the brand’s story, mission, services and purpose
Social Media

31. Tactics
o Select an advertising objective that aligns with overall
campaign goals.
o Understand your target to leverage targeting options
o Avoid overshadowing your messaging with cluttered
text, branding or overly promotional media/imagery.
o Select the most relevant placements for your ads.
Social Media Advertising

33. Goals
o Support overall marketing plan
o Broadcast key messages – “Control the conversation”
o Shape public opinion of your brand
o Generate awareness and demand through print and
online articles
o Gain third-party endorsements
Public Relations

34. Tactics
o Research editorial calendars
o Build relationships with key media
o Targeted pitches
o Newsworthy press releases
o Media desksides
o Media events
o Awards
o Secure industry speaking engagements
o Hosted media visits
o Contributed content
Public Relations

36. o In line with marketing objectives and demographics
o All advertisements should be visually on brand
o Utilize native
o Negotiate!
o Leverage advertisements
Traditional Advertising

37. Data Collection and
Measurement

38. KPIs to measure and monitor
o Overall site visits and unique visitors
o User engagement
o On site user behavior and drop off points
o User geographic and demographic data
o Cost per click and click through rate
o Conversion rate (form submittals)
SEO & PPC Measurement

39. KPIs to measure and monitor
o Click-through rate
o Conversion rate
o Bounce rate
o List growth rate
o Email sharing/forwarding rate
o Overall return on investment
Email Measurement

40. KPIs to measure and track
o Audience engagement
o Content impressions and reach
o Trends
o Hashtag usage
o Social listening
o Audience social demographics
o Overall platform usage and effectiveness
Social Media Measurement

41. While digital marketing efforts are easier to measure, it is also
important to track PR efforts and results.
KPIs to measure and monitor:
Basic:
o Total reach from clips
o Ad value
o # clips in target outlets
Public Relations Measurement

42. o Awareness studies
• Recognition and recall
o Vanity phone numbers
o Friendly URL and landing page visits
o Cost per impression
Traditional Advertising
Measurement

43. Thank You.