class 5: integrated digital marketing
TRANSCRIPT
Education is not the
learning of facts,
but of the training of
the mind to think
INTEGRATED DIGITAL MARKETING
Class 5: Oct 8th, 2015
#BU459Class 5: IDM
To function properly, digital
marketing must be integrated.
To function properly, digital
marketing must be integrated.
Why?
Benefits of IDM
• Convey brand message consistently
• Consumers expect it
• Focus on customer experience
• Allows opportunity for real-time
IDM Strategic Model
#BU459Class 5: IDM
Define & Establish Convey & Promote
Connect & Convert Measure & Refine
IDM Strategic Model
#BU459Class 5: IDM
Define & Establish
Convey & Promote
Connect & Convert
Measure & Refine
What are your goals?
What are your channels?
Points of conversion?
What will you measure?
FIVE IDM CASE STUDIESClass 5: Oct 8th, 2015
#BU459Class 5: IDM
1. Under Armour‘I Will What I Want’
Class 5: IDM #BU459
IDM Strategic Model
#BU459Class 5: IDM
Define & Establish
Convey & Promote
Connect & Convert
Measure & Refine
What are your goals?
What are your channels?
Points of conversion?
What will you measure?
2. The ALS Association‘Ice Bucket Challenge’
Class 5: IDM #BU459
IDM Strategic Model
#BU459Class 5: IDM
Define & Establish
Convey & Promote
Connect & Convert
Measure & Refine
What are your goals?
What are your channels?
Points of conversion?
What will you measure?
3. Honda‘The Other Side’
Class 5: IDM #BU459
IDM Strategic Model
#BU459Class 5: IDM
Define & Establish
Convey & Promote
Connect & Convert
Measure & Refine
What are your goals?
What are your channels?
Points of conversion?
What will you measure?
4. Oreo‘100’
Class 5: IDM #BU459
IDM Strategic Model
#BU459Class 5: IDM
Define & Establish
Convey & Promote
Connect & Convert
Measure & Refine
What are your goals?
What are your channels?
Points of conversion?
What will you measure?
Class 5: IDM #MKT8220
Class 5: IDM #BU459
Class 5: IDM #BU459
Class 5: IDM #BU459
Class 5: IDM #BU459
IDM Strategic Model
#BU459Class 5: IDM
Define & Establish
Convey & Promote
Connect & Convert
Measure & Refine
What are your goals?
What are your channels?
Points of conversion?
What will you measure?
Benefits of IDM
• Convey brand message consistently
• Consumers expect it
• Focus on customer experience
• Allows opportunity for real-time
Challenges of IDM
• Technology too complex
• Too expensive
• Teams not structured for it
• Data not centralized
• Too time consuming
Get the slides:Bit.ly/bu459class5