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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.

Published in: Business
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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
  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 612-801-0912 @waxmarketing Thank You!