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Strategies for improving integrated marketing ROI

A Simple Marketing Process

Determine objective

One is best

Simple, achievable

Define your target– The importance of this

cannot be underestimated

– It’s not always what you think it is

– More to come on this

Determine your identity

– lWhy do you do what you do?

Develop a plan to bring target & identity together

OK to tap experts

Create & execute

–This is where most start, by making an ad

Track

Learn

Optimize

Target Audience Development

Talk to all stakeholders

Get their opinions

Develop personas

Could be more than one

Ideally From Research, if not from brand education

Use industry syndicated research to translate persona to executable specifics

– MRI, Simmons– Job, lifestyle, many options that

characterize your target– Translate to media indexes

Use targeting technology to reach prospects with precision– Company– Job functionality/industry– Social groups– Look-alikes– Zip code– Text Search activity– Video content viewed– Retargeting– Interest targeting