marketing decision-makers: stop thinking tactics, start thinking campaigns

Integrated Marketing Communications Strategic Development and Tactical Implementation

#IntegratedMarketing

Why integrated marketing is better.

• Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences

But it’s not easy...

Why integrated marketing is better.

• Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences

But it’s not easy...

#IntegratedMarketing Landing Page: www.deliver.capstrat.com/integratedmarketing

Budgets

“I don’t know.” – Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget.Source: Lenskold Group and emedia

Technology

Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.

Information 66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information.Source: DOMO Survey, November 2013

Meetings

37% of employee time is spent in meetings. Managers attend more than 60 meetings per month.Source: InfoCom

Resistance

Only 30% of change programs succeed.Source: John Kotter

How do we move away from this typical scenario?

Setting Accurate Measures How did you do? How do you know?

Output Reach, touch,

Business GoalsAdded value

Outcomes Knowledge,

opinions, attitudes

Organization Targeted groups Tactics/media/channels

Total measurement

The total measurement framework

Measurement frameworks help visualize strategic initiatives for every marketing objective, and how each will be measured to prove success.

Measure what matters.

Measurement/Analytics

Loyalty

Attribution

High Value Behaviors

Completion of Task

Likes/Follows

Page/Video Views Time

Clicks

CTR/CPC

Visits

The Funnel Getting Your Audience From Point A to Point B

Funnel

• testing/optimization

Sales, New Members, Advocates, etc

The funnel approach

Awareness/Attention

Action

Desire

Interest

Universe of People

Planning/Strategy

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Account PlanningResearch

PositioningMessagingDelivery

Awareness/Attention

Positioning

MessagingDelivery

Action

Desire

Interest

Segmentation

Awareness/AttentionPublic RelationsAdvertising

Social Media

Interest

Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

Action

Desire

Interest

Segmentation

Awareness/Attention

Direct MarketingSearch

Social Media

Channel MarketingDigital Experience

Native Advertising

Desire

Positioning

MessagingDelivery

Action

Desire

Interest

Segmentation

Awareness/Attention

Social Media

Digital ExperienceChannel MarketingNative Advertising

WhitepapersLong Form Video

EventsWebinar

Action

Positioning

MessagingDelivery

Action

Desire

Interest

Segmentation

Awareness/Attention

Social

Digital ExperienceChannel Marketing

Long form video Whitepapers

Events Webinar

Native Advertising

Conversion OptimizationUser ExperienceCall CenterSales Visit

B2B industry benchmark for lead conversions*

Suspects

* Based on industry averages/benchmark developed by Netprospex

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead

Closed Deals

Avg Size of Sale

2015 Marketing Generated Revenue Goal

$$$$$$

x $$$$

31%Closed Deals

Suspects

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead

Content

Content engine

The Campaign Stack: Mapping communications to maximize coverage

Air Cover

Demand & Lead Generation

Collateral

Training

Commercial offer

Promotions

Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.)

Direct mail, email, Newsletters, events (real and virtual)

Briefs, presentations, white paper, customer case studies

Workshops, E-seminars, podcasts, online exams

Preconfigured packages, boxed sets, subscription service, starter kits

Bundle discounts, partner incentives, rebates, awards

The Campaign Stack: A pragmatic approach to marketing

Big whooping mistakes

No call to action

Bad timing between air cover and demand generation

Inconsistent message

No training

Not telling Sales

Telling channel partners beforedirect Sales or Field Marketing

(Multi) Media: Viewing the landscape

Media continues to converge

Integration enhances visibility and mitigates risk

PA I D M E D I A

Strengths

Visibility

Weaknesses

Credibility

O W N E D M E D I AControl Visibility

E A R N E D M E D I ACredibility Control

Visibility

Control

Credibility

Visibility

Credibility Control

Less More

Where does digital fit in? Digital Communications

CMO.com

Technology can’t save a bad marketing idea.

OWNED EARNED

RESEARCH AND INSIGHT

AUDIENCE

OWNED EARNED

CONTENT

INBOUND MARKETING

OUTBOUND MARKETING

AUDIENCE

OWNED EARNED

CONTENT

INBOUND MARKETING

OUTBOUND MARKETING

AUDIENCE

OWNED EARNED

CONTENT

INBOUND MARKETING

OUTBOUND MARKETING

DESTINATIONS COMMUNICATIONS

MEASUREMENT AND OPTIMIZATION #IntegratedMarketing

AUDIENCE

OWNED EARNED

CONTENT

INBOUND MARKETING

OUTBOUND MARKETING

MEASUREMENT AND OPTIMIZATION

AUDIENCE

OWNED EARNED

CONTENT

INBOUND MARKETING

OUTBOUND MARKETING

MEASUREMENT AND OPTIMIZATION

Destinations Digital Experiences

Origins of Capstrat Digital

And then a few things happened...

Pay attention to mobility, context and content

Use current technology

Ensure measurable

The Website has become the Web Experience.

Communications Outbound and Inbound Marketing

Same things as you, and...Fragmentation of media channels

marketing decision-makers: stop thinking tactics, start thinking campaigns

Marketing

marketing decision makers: stop thinking tactics, start...

semrush review: 22 stealth competitor research...

tips and tactics for freshening up your paid search...

certificate/diploma in media - ocr · campaigns and how...

advanced marketing tactics with marketing automation - the...

senior management development programme sun tzu s art of...

statera insights · invigorating brand positioning and...

timeline and tactics. engagement campaigns nov 2 election...

15+ tactics to take your organic & paid campaigns to the...

thinking big about the small footprint: making strategy...

pla tform - choozle: digital advertising made easy ·...

marketing decision makers: stop thinking tactics, start...

threat intelligence€¦ · sustain campaigns and major...

profitable tactics for crushing your competition’s...

sopheon 2011 annual report...our revised marketing approach...

fool me twice - vital strategies · fool me twice with...

usage of design thinking tactics and idea generation...

marketing decision makers: stop thinking tactics, start...

a743master of communication · public relations. alr700...

decision makers: stop thinking tactics, start thinking...