Strategic Management of Intellectual Property AN INTEGRATED APPROACH
A Strategic Approach To Integrated Marketing
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A Strategic Approach To Integrated Marketing May 2008 Louise Rijk Vice-President Marketing and Sales Advanced Media Productions, Inc. © 2008 Advanced Media Productions, Inc.
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Integrated marketing includes a strategic combination of offline advertising - TV, print, radio, direct mail or display, and online - social media marketing, email marketing, paid search marketing and word of mouth marketing.
Transcript of A Strategic Approach To Integrated Marketing
- A Strategic Approach To Integrated Marketing May 2008 Louise Rijk Vice-President Marketing and Sales Advanced Media Productions, Inc. 2008 Advanced Media Productions, Inc.
- Agenda
- What is Integrated Marketing?
- Integrated Online and Offline Marketing Today
- A Strategic Approach to Integrated Marketing
- Integrated Search Marketing
- Search Marketing and Television Advertising
- Offline Influence on Search Marketing
- Integrated Advertising and Social Media
- Tracking Integrated Marketing Campaign Results
- Road Map for Strategic Integrated Marketing
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- Online Channels:
- Organic Search
- Paid Search Advertising
- Online Display
- Advertising
- Email Marketing
- Social Media Marketing
- Offline Channels:
- Television
- Print Advertising
- Direct Mail
- Radio
- Billboard
- An holistic approach to promote buying and selling and building brand awareness across two or more online and offline media channels.
- Integrated Marketing Can Include:
- Integrated Online & Offline Marketing Today
- Most Marketers and Business Owners Take a Tactical Approach to Marketing and Integrated Marketing
- Integrated Marketing Must Go Beyond Cross-Channel Blending of Messaging and Visual Identity
- Complex and Fragmented Media Markets Require a Strategically-focused Integrated Marketing Plan
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- Three Basic Steps to Integrated Marketing Planning
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- Objective(s)
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- Strategy
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- Tactics
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- Integrated Search Marketing
- Blended Search
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- Online News Releases, Video, Images, Blog Postings, Products in the Main Search Results
- Integrated Search and Online Display Advertising
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- Search Behavioral Targeting , e.g. Linking a Users Search Behavior to Trigger Display Ads With Relevant Product Offerings (Yahoo Smart Ads)
- Search and Television Advertising
- Exposure to Television Advertising Leads to More Searches With Brand Keywords
- Search Data Can be Used to Get Almost Real-Time Feedback on a Television Ad Campaigns
- Offline Influence on Online Search 2008 Jupiter Research, LLC 2008 Advanced Media Productions, Inc.
- Integrated Advertising & Social Media Marketing 2008 Advanced Media Productions, Inc.
- Integrated Multi-Campaign Tracking
- Looking Beyond The Last Click
- Multi-channel Campaign Tracking:
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- Identifying the Lift That One Channel Provides to the Other
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- Quantifying the Downstream Value of Online Impressions
- Road Map For Strategic Integrated Marketing
- Goals and Objectives
- Situation Analysis
- Target Audience/Market
- Target Market Trends and Needs
- Strengths and Weaknesses
- Competitive Analysis
- Product/Service Positioning
- Media Mix
- Tactical Implementation Plan