INTEGRATED MARKETING THINK BIG, THINK SMALL

@PamDidner Global Integrated Marketing

Manager, Intel Corp.

“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.”  

Definition #1: 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.”  

Definition #2: INTEGRATED MARKETING COMMUNICATION

RETAIL

SOCIAL MEDIA

ADVERTISING

SEARCH EVENTS

E-MAIL

COMPANY WEBSITES

A CAMPAIGN THAT BRINGS STRATEGY

TO LIFE WITH CONSISTENT

MESSAGING AND CREATIVITY

LET’S SUMMARIZE THE DEFINITIONS…

I BEG TO DIFFER

INTEGRATED MARKETING IS EVOLVING

INTEGRATED MARKETING QUADRANTS

INTEGRATED MARKETING

NEW INTEGRATED MARKETING

NEW INTEGRATED MARKETING

NEW INTEGRATED MARKETING

TRADITIONAL NEW

SMALL

BIG

INTEGRATED MARKETING QUADRANTS

INTEGRATED MARKETING

NEW INTEGRATED MARKETING

NEW INTEGRATED MARKETING

NEW INTEGRATED MARKETING

TRADITIONAL NEW

SMALL

BIG

INTEGRATED MARKETING

INTEGRATED MARKETING QUADRANTS BY EXAMPLES

PRODUCT LAUNCH

REGULAR DIRECT

MARKETING

TECHNOLOGY DRIVEN

CUSTOMER EXPERIENCE

START W/ CONTENT OR

ONE IDEA

TRADITIONAL NEW

SMALL

BIG

FOUR EXAMPLES

FROM USA, BRAZIL AND SOUTH KOREA

INTEGRATED MARKETING EXAMPLES BY QUADRANTS

PRODUCT LAUNCH

REGULAR DIRECT

MARKETING

TECHNOLOGY DRIVEN

CUSTOMER EXPERIENCE

START W/ CONTENT OR

ONE IDEA

TRADITIONAL NEW

SMALL

BIG

TRADITIONAL THINK BIG - PRODUCT LAUNCHES

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

SOCIAL  MEDIA  Awareness and education activities featuring

new products on Facebook, Twitter, Flipboard, Instagram

AD  CAMPAIGNS  Highlight the product benefits

INTEL.COM  Intel.com landing

and shop page

PRESS  &  ANALYSTS  Press  conferences  and  coverage  

Intel® CoreTM i5 Processor Launch: INTEGRATED CAMPAIGN

EVENTS  Product launch. Rolling thunder through geo roadshows and partner events,

SEARCH  ENGINE  MARKETING  Key word earch terms in markets in

targeted countries

INFLUENCER  MARKETING  Targeted social media influencer

seeding to drive social media communications and education  

A TEAM IS IN PLACE

RETAIL    

PARTNER  MARKETING  

BUSINESS  UNITS

MESSAGING  

PRESS  &  ANALYSTS  

EVENTS  

WEB  MARKETING

PRODUCT  DEMOS  

SOCIAL  MEDIA

MEDIA

STRATEGY

A SHORT STARTEGY DOCUMENTATION TO RALLY EVERYONE

•  Launch Objective •  Marketing Objective •  Marketing Strategy •  Product Message and Position •  Creative Style/Guide •  Budget

INTEGRATED MARKETING TRADITIONAL/BIG

•  Big Budget •  Top Down •  Campaign Driven •  Marketing Takes the Lead

INTEGRATED MARKETING QUADRANTS

PRODUCT LAUNCH

REGULAR DIRECT

MARKETING

TECHNOLOGY DRIVEN

CUSTOMER EXPERIENCE

START W/ CONTENT OR

ONE IDEA

TRADITIONAL NEW

SMALL

BIG

SOUTH KOREA ON-LINE STORE hMp://www.youtube.com/watch?v=nJVoYsBym88    

THINK BIG - CUSTOMER DRIVEN EXPERIENCE

RETAIL

SOCIAL MEDIA

CREATIVE

MESSAGING

NEW CUSTOMER

EXPERIENCE DRIVEN BY

TECHNOLOGY

PR/AR

= Marketing channels are subject to change based on projects

INTEGRATED MARKETING NEW/BIG

•  Big Initiative, Big Budget •  Top Down •  Experience Driven •  Technology Takes the Lead •  Marketing Complements

Technology

INTEGRATED MARKETING EXAMPLES BY QUADRANTS

PRODUCT LAUNCH

REGULAR DIRECT

MARKETING

TECHNOLOGY DRIVEN

CUSTOMER EXPERIENCE

START W/ CONTENT OR

ONE IDEA

TRADITIONAL NEW

SMALL

BIG

THINK SMALL - DIRECT MARKETING RETAIL  

SOCIAL  MEDIA  

COUPONS  

POSTAL  MAIL  

E-­‐MAIL    

COMPANY  WEBSITES  

DIRECT MARKETING

= Marketing channels are subject to change based on campaigns

•  Existing Budget •  Routine •  Existing Creative •  Bottoms Up

INTEGRATED MARKETING TRADITIONAL/SMALL

INTEGRATED MARKETING EXAMPLES BY QUADRANTS

PRODUCT LAUNCH

REGULAR DIRECT

MARKETING

TECHNOLOGY DRIVEN

CUSTOMER EXPERIENCE

START W/ CONTENT OR

ONE IDEA

TRADITIONAL NEW

SMALL

BIG

THINK SMALL - START WITH ONE CREATIVE IDEA hMp://www.youtube.com/watch?v=4tYMMXiH_hs    

THINK SMALL - CUSTOMER DRIVEN EXPERIENCE

RETAIL

SOCIAL MEDIA PR/AR

MEDIA PICKUP

START WITH AN

IDEA

= Marketing channels are subject to change based on projects

•  Start with an awesome idea Get fans to do something

•  Integrated MKT follows after the idea takes off

INTEGRATED MARKETING NEW/SMALL

BUT WAIT ANOTHER EXAMPLE OF NEW/SMALL

INTEGRATED MARKETING QUADRANTS

PRODUCT LAUNCH

REGULAR DIRECT

MARKETING

TECHNOLOGY DRIVEN

CUSTOMER EXPERIENCE

START W/ CONTENT OR

ONE IDEA

TRADITIONAL NEW

SMALL

BIG

THINK SMALL – BREAK DOWN ONE PIECE OF CONTENT INTO 5 PIECES

CONTENT 1

CONTENT 2 CONTENT 4

CONTENT 5

ONE PIECE OF

CONTENT

CONTENT 3

= Marketing channels are subject to change based on projects

LONG FORM CONTENT (1)

SHORT FORM CONTENT (4)

SOCIAL CONTENT (20)

BREAK DOWN LONG FORM CONTENT TO MULTIPLE SHORT FORMS

SHORT FORM EXAMPLES

27 PAGES WHITE PAPER

600-800 WORD BLOG POSTS

SOCIAL CONTENT EXAMPLES

IN SUMMARY

•  AN INTERESTING IDEA OR CONTENT IS A STARTING POINT

•  HELP YOUR COMPANY OR CLIENTS THINK BIG, THINK SMALL

•  DEFINE INTEGRATED MARKETING ACCORDING TO YOUR JOB