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Bridging the Space Between the Message, the Metrics and the Masses

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Bridging the Space Between the Message, the Metrics and the Masses

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Ways communications professionals to use integrated marketing to boost results and gain more influence and relevance.

Ways communications professionals to use integrated marketing to boost results and gain more influence and relevance.

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Bridging the Space Between the Message, the Metrics and the Masses

  1. 1. Bridging the Space Between the Message, Metrics and the Masses Stronger Results with Integrated Strategies
  2. 2. • Founder, Wax Marketing • Background in marketing, communications & IT • Instructor, WVU Reed College of Media • PRSA Trainer, IMC @waxmarketing @waxgirl333
  3. 3. • Gain more influence. • Grow the role of communications in your organization • Further your own personal career goals. • Become an integrated marketer.
  4. 4. You have to PROVE you can contribute to the bottom line. If you want a seat at the table…
  5. 5. 5 POINTS OF INTEGRATION • Areas of intersection between channels • Measurements of synergy • Use common tools across different media
  6. 6. 6 POINT OF INTEGRATION
  7. 7. The backbone of integration is alignment. •Message •Method •Measurement
  8. 8. Align the message first.
  9. 9. 9 CORE Strategy STATEMENT Pragmatic statement from which campaign messages must be derived and aligned. - Sales - Digital Marketers - Communications Point of IntegrationPOINT OF INTEGRATION
  10. 10. Vail Place provides services, housing and skill-building to reduce isolation and improve the quality of lives of adults with serious and persistent mental illness.
  11. 11. PERSONA a semi-fictitious representative of your ideal customer. the digital marketers best friend POINT OF INTEGRATION
  12. 12. Align the method next.
  13. 13. Align with sales.
  14. 14. 15 demand gen ▫ Think leads, not impressions ▫ Incorporate calls to action ▫ Listen to them for key messages POINT OF INTEGRATION
  15. 15. Align with digital marketing.
  16. 16. 17 achieve engagement that matters ▫ Call to Action ▫ Remarketing ▫ Align Calendars Point of IntegrationPOINTS OF INTEGRATION
  17. 17. We’re KPI Krazy
  18. 18. Measurements That DON’T Matter: • Opens • Likes • Impressions • Rankings
  19. 19. Measurements that DO Matter • Referral Traffic • Share of Voice • Keyword Rank • PR-driven conversions • Buying cycle influence
  20. 20. Are you moving people further and faster through the customer experience? @waxmarketing
  21. 21. Bonnie Harris WaxMarketing.com waxmarketing@gmail.com 612-801-0912 @waxmarketing Thank You!

Editor's Notes

  • Some thought leadership, some tips
  • Integrated marketer
    Brought in by PRSA to train integrated marketing
    Online courses IMC and ICC

    Relationship between WVU and PRSA

    New Event in Sand Diego this coming

  • Why do you need to understand integration.

    Gain more influence
    AS PR is surging again (owned too cluttered, paid taking a back seat – who’s watching:

    Integrated marketing…silos disappearing.

    Remarketing camapigns using PR contacts and the content from banners.

    In next 10 years massive tool sets

    How many are working with GA?
  • Understand these channels and more importantly how these channels work together

    We’re not talking the same language

    We’re not using the right measurements

    Show how communications is increasing sales, traffic, and awareness in a quantifyable way.

    Because if you set goals, you might not reach them.

  • Adding linkedin as a linked tactic to emails
  • Adding linkedin as a linked tactic to emails
  • Some things might not be a good idea in yoru departmnet

    Navy federal hates personas

    Add little bits at a time
  • We don’t measure the contribution to channels outside of communications unless it’s GA

    In other words, they’re based on non-integrated measurements

    Or they’re baselines for things like:
    - impressions
    - pickup
    - weighted score




  • but what's underneath all of that now?
  • Do you have a journey map?

    Do you know the customer experience

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