global integrated marketing best practices
DESCRIPTION
Learn about the best practices for global integrated marketing!TRANSCRIPT
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Global Integrated Marketing Best Practices
@Pamdidner
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“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
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“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
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RETAIL
SOCIAL MEDIA
ADVER-TISING
SEARCH EVENTS
COMPANY WEBSITES
LET US SUMMARIZE
THE DEFINITIONS
A CAMPAIGN THAT BRINGS
STRATEGY TO LIFE WITH
CONSISTENT MESSAGING AND
CREATIVITY
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I BEG TO
DIFFER
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INTEGRATED MARKETING IS EVOLVING
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INTEGRATED MARKETING QUADRANTS
INTEGRATED MARKETING
NEW INTEGRATED MARKETING
NEW INTEGRATED MARKETING
NEW INTEGRATED MARKETING
TRADITIONAL NEW
SMALL
BIG
INTEGRATED MARKETING
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INTEGRATED MARKETING QUADRANTS BY EXAMPLES
PRODUCT LAUNCH
REGULAR / ROUTINE MARKETING
TECHNOLOGY DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT OR ONE IDEA
TRADITIONAL NEW
SMALL
BIG
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FOUR EXAMPLES
FROM USA, UK, BRAZIL AND SOUTH KOREA
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INTEGRATED MARKETING EXAMPLES BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT MARKETING
TECHNOLOGY DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT OR ONE SIMPLE IDEA
TRADITIONAL NEW
SMALL
BIG
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TRADITIONAL BIG PRODUCT
LAUNCHES
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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 Worldwide 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
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A TEAM IS IN PLACE
RETAIL
PARTNER MARKETING
BUSINESS UNITS
MESSAGING
PRESS & ANALYSTS
EVENTS
WEB MARKETING
PRODUCT DEMOS
SOCIAL MEDIA
MEDIA
STRATEGY
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• Launch Objective
• Marketing Objective
• Marketing Strategy
• Product Message and Position
• Creative Style Guide
• Budget
A CONCISE STARTEGY PLAN
TO RALLY THE TEAM
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INTEGRATED
MARKETING
TRADITIONAL/BIG
• Big Budget
• Top Down
• Campaign Driven
• Marketing Takes the Lead
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BEST PRACTICES
• Regular launch meetings
4-6 months prior to the launch
• Timely Launch communications with geographies
• Clear roles and responsibilities between HQ and regions
• Creative and messaging
• Regular check point meetings with management
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INTEGRATED MARKETING QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT MARKETING
TECHNOLOGY DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT OR ONE IDEA
TRADITIONAL NEW
SMALL
BIG
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BIG NEW: CUSTOMER DRIVEN EXPERIENCE
RETAIL
SOCIAL MEDIA
CREATIVE
MESSAGING
DELIVER CUSTOMER EXPERIENCE ENABLED BY TECHNOLOGY
PR/AR
= Marketing channels are subject to change based on projects
TECHNOLOGY THAT MAKES YOUR LIFE EASIER OR FUN
TECHNOLOGY DRIVES MKT EFFORTS
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SOUTH KOREA ON-LINE STORE h?ps://www.youtube.com/watch?v=nJVoYsBym88&feature=kp
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BEER TURNSTILE h?ps://www.youtube.com/watch?v=LjPUAiqxFVU
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INTEGRATED
MARKETING
NEW/BIG
• Technology Takes the Lead
• Big Initiative, Big Budget
• Top Down
• Experience Driven
• Marketing Complements
Technology
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BEST PRACTICES
• Technology takes the lead
• IT and marketing collaboration
• Seamless user experience
is key
• Challenging to scale across regions
• Test, Test, Test
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INTEGRATED MARKETING EXAMPLES BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT MARKETING
TECHNOLOGY DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT OR ONE IDEA
TRADITIONAL NEW
SMALL
BIG
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ROUTINE DEMAND GENERATION
EMAIL CAMPAIGNS
SOCIAL MEDIA OUTREACH
COMPANY WEBSITES OR STORE VISITS
DOWNLOAD CONTENT OR
PURCHASE W/ OFFERS
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INTEGRATED
MARKETING
TRADITIONAL/
SMALL
• Existing Budget
• Routine
• Existing Creative
• Bottom Up
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BEST PRACTICES
• Establish a process with automated tools • Compelling content to drive engagement • Clear call-to-action
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INTEGRATED MARKETING EXAMPLES BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT MARKETING
TECHNOLOGY DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT OR ONE IDEA
TRADITIONAL NEW
SMALL
BIG
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THINK SMALL - START WITH ONE CREATIVE IDEA h?ps://www.youtube.com/watch?v=4tYMMXiH_hs
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THINK SMALL - CUSTOMER DRIVEN EXPERIENCE
RETAIL
SOCIAL MEDIA
PR/AR
MEDIA PICKUP
START WITH AN SIMPLE
IDEA
= Marketing channels are subject to change based on projects
LET OTHERS DRIVE BUZZ
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INTEGRATED
MARKETING
NEW/SMALL
• Start with an awesome idea,
bring it to live
• Get fans to do something
• Integrated MKT follows after
the idea takes off
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BUT WAIT
ANOTHER
EXAMPLE OF NEW/SMALL
FOR BTC
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INTEGRATED MARKETING QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT MARKETING
TECHNOLOGY DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT OR ONE IDEA
TRADITIONAL NEW
SMALL
BIG
START WITH CUSTOMER EXPERIENCE
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h?ps://www.youtube.com/watch?v=hlMVWNSSJ1Y 2 MIN ABOUT YOTEL
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MARKETING BUDGET
FOCUS ON
CREATIVE IDEAS
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BEST PRACTICES
• Know your audience and your brand
• Weekly brainstorming meetings • Creative ideas to get others talk
about your brand • Hustle • Test, Test, Test. Keep trying
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IN SUMMARY
• You can do integrated MKT by thinking big or thinking small
• Start with a creative and simple idea
• Test, Test, Test your ideas. Fail quickly.