Integrated Marketing: Think Big, Think Small
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Integrated marketing presentation by Pam Didner at Integrated Marketing Summit 2014.
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Integrated Marketing: Think Big, Think Small
- 1. INTEGRATED MARKETING THINK BIG, THINK SMALL @PamDidner Global Integrated Marketing Manager, Intel Corp.
- 2. Definition #1: INTEGRATED MARKETING COMMUNICATION “A strategic marke.ng process specifically designed to ensure that all messaging and communica.on strategies are unified across all channels and are centered around the customer.”
- 3. Definition #2: INTEGRATED MARKETING COMMUNICATION “The development of marke.ng strategies and crea.ve campaigns that weave together mul.ple marke.ng disciplines (paid adver.sing, public rela.ons, promo.on, owned assets, and social media) that are selected and then executed to suit the par.cular goals of the brand.”
- 4. LET’S SUMMARIZE THE DEFINITIONS… RETAIL SOCIAL MEDIA COMPANY WEBSITES E-MAIL A CAMPAIGN THAT BRINGS STRATEGY TO LIFE WITH CONSISTENT MESSAGING AND CREATIVITY EVENTS SEARCH ADVERTISING
- 5. I BEG TO DIFFER
- 7. INTEGRATED MARKETING QUADRANTS BIG INTEGRATED MARKETING NEW INTEGRATED MARKETING SMALL NEW INTEGRATED MARKETING NEW INTEGRATED MARKETING TRADITIONAL NEW
- 8. INTEGRATED MARKETING QUADRANTS BIG INTEGRATED MARKETING NEW INTEGRATED MARKETING INTEGRATED MARKETING SMALL NEW INTEGRATED MARKETING TRADITIONAL NEW INTEGRATED MARKETING NEW
- 9. INTEGRATED MARKETING QUADRANTS BY EXAMPLES BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
- 10. FOUR EXAMPLES FROM USA, BRAZIL AND SOUTH KOREA
- 11. INTEGRATED MARKETING EXAMPLES BY QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
- 12. THINK TRADITIONAL BIG - PRODUCT LAUNCHES
- 13. Intel® CoreTM i5 Processor Launch: INTEGRATED CAMPAIGN SOCIAL MEDIA Awareness and education activities featuring new products on Facebook, Twitter, Flipboard, Instagram AD CAMPAIGNS Highlight the product benefits EVENTS Product launch. Rolling thunder through geo roadshows and partner events, SEARCH ENGINE MARKETING Key word earch terms in markets in targeted countries INTEL.COM Intel.com landing and shop page INFLUENCER MARKETING Targeted social media influencer seeding to drive social media communications and education PRESS & ANALYSTS Press conferences and coverage RETAIL MARKETING Incorporate Intel spec and benefits via merchandising, iPOS and RSP Training in Large, Small, Online and Mobile Specialty Retail PARTNER MARKETING Co-marketing campaigns driving awareness and demand with partners
- 14. A TEAM IS IN PLACE SOCIAL MEDIA STRATEGY MEDIA BUSINESS UNITS EVENTS WEB MARKETING PRESS & ANALYSTS RETAIL MESSAGING PRODUCT DEMOS PARTNER MARKETING
- 15. A SHORT STARTEGY DOCUMENTATION TO RALLY EVERYONE • • • • • • Launch Objective Marketing Objective Marketing Strategy Product Message and Position Creative Style/Guide Budget
- 16. INTEGRATED MARKETING TRADITIONAL/BIG • • • • Big Budget Top Down Campaign Driven Marketing Takes the Lead
- 17. INTEGRATED MARKETING QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
- 18. SOUTH KOREA ON-LINE STORE hMp://www.youtube.com/watch?v=nJVoYsBym88
- 19. THINK BIG - CUSTOMER DRIVEN EXPERIENCE NEW CUSTOMER EXPERIENCE DRIVEN BY TECHNOLOGY RETAIL MESSAGING SOCIAL MEDIA CREATIVE PR/AR = Marketing channels are subject to change based on projects
- 20. INTEGRATED MARKETING NEW/BIG • • • • • Big Initiative, Big Budget Top Down Experience Driven Technology Takes the Lead Marketing Complements Technology
- 21. INTEGRATED MARKETING EXAMPLES BY QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
- 22. THINK SMALL - DIRECT MARKETING RETAIL SOCIAL MEDIA COMPANY WEBSITES DIRECT MARKETING COUPONS E-‐MAIL POSTAL MAIL = Marketing channels are subject to change based on campaigns
- 23. INTEGRATED MARKETING TRADITIONAL/SMALL • • • • Existing Budget Routine Existing Creative Bottoms Up
- 24. INTEGRATED MARKETING EXAMPLES BY QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
- 25. THINK SMALL - START WITH ONE CREATIVE IDEA hMp://www.youtube.com/watch?v=4tYMMXiH_hs
- 27. THINK SMALL - CUSTOMER DRIVEN EXPERIENCE START WITH AN IDEA MEDIA PICKUP RETAIL SOCIAL MEDIA PR/AR = Marketing channels are subject to change based on projects
- 28. INTEGRATED MARKETING NEW/SMALL • Start with an awesome idea Get fans to do something • Integrated MKT follows after the idea takes off
- 29. BUT WAIT ANOTHER EXAMPLE OF NEW/SMALL
- 30. INTEGRATED MARKETING QUADRANTS BIG PRODUCT LAUNCH TECHNOLOGY DRIVEN CUSTOMER EXPERIENCE SMALL REGULAR DIRECT MARKETING START W/ CONTENT OR ONE IDEA TRADITIONAL NEW
- 31. THINK SMALL – BREAK DOWN ONE PIECE OF CONTENT INTO 5 PIECES ONE PIECE OF CONTENT CONTENT 5 CONTENT 1 CONTENT 2 CONTENT 4 CONTENT 3 = Marketing channels are subject to change based on projects
- 32. BREAK DOWN LONG FORM CONTENT TO MULTIPLE SHORT FORMS LONG FORM CONTENT (1) SHORT FORM CONTENT (4) SOCIAL CONTENT (20)
- 33. SHORT FORM EXAMPLES 27 PAGES WHITE PAPER 600-800 WORD BLOG POSTS
- 35. IN SUMMARY • DEFINE INTEGRATED MARKETING ACCORDING TO YOUR JOB • HELP YOUR COMPANY OR CLIENTS THINK BIG, THINK SMALL • AN INTERESTING IDEA OR CONTENT IS A STARTING POINT