This document provides an introduction to integrated marketing and discusses key concepts. It defines integrated marketing as the coordination and consistency of marketing efforts to maximize impact on stakeholders at optimal cost. It overviews marketing mix components and trends like increased information technology, shifts to digital channels, rising competition, and brand parity. Examples are given of how Netflix uses an integrated approach across trials, data collection, engagement, social media, search, email marketing and referrals.

1. Introduction to integrated marketingX50.9212 Integrated Marketing – Week 1

2. Let’s Brainstorm!Get into pairs and discuss the following questions:1. Why do you think integrated marketing is so important? 2. What do you think is the most important change that marketing has seen in the past decade?3. What one company do you feel has really stayed on the forefront of marketing today?

3. Definition of “Integrated Marketing”Coordination and integration/consistencyMaximizes impact on stakeholdersMinimal/optimal cost

4. Marketing Mix Overview

5. Integrated Marketing Components

6. New Trends and CapabilitiesIncrease in information technology capabilitiesShifts in channel powerRetail to web; increase in avenues of informationIncrease in competitionNationally and globally; small and large

7. New Trends and CapabilitiesBrand parityConsumer difficulty in differentiating between brandsInformation integrationContact point management and “path to conversion”The fall of the TV ad (and mass media)

8. Global Integrated MarketingStandardizationAdaptationSource: examiner.com and trifter.com

9. Example:Any members of Netflix? Where have you seen Netflix?

10. Example:30-day free trial enables consumers to try before they sign up

11. Example:Collecting information upon free trial sign-up

12. Example:Customer engagement

13. Example:Social marketing

14. Example:Search engine marketing AND optimization

15. Example:Database-driven E-mail and event marketing

16. Example:Referral program, E-mail and direct mail

17. Other Examples?Other examples of integrated marketing campaigns – the list is endless!

18. Introduction & Class OverviewX50.9212 Integrated Marketing – Week 1