x509212 integrated marketing week1 intro
TRANSCRIPT
INTRODUCTION TO INTEGRATED MARKETING
X50.9212 Integrated Marketing – Week 1
Let’s Brainstorm!
• Get into pairs and discuss the following questions:
• 1. Why do you think integrated marketing is so important?
• 2. What do you think is the most important change that marketing has seen in the past decade?
• 3. What one company do you feel has really stayed on the forefront of marketing today?
Definition of “Integrated Marketing”• Coordination and integration/consistency• Maximizes impact on stakeholders• Minimal/optimal cost
Marketing Mix Overview
Integrated Marketing Components
New Trends and Capabilities
• Increase in information technology capabilities
• Shifts in channel power• Retail to web; increase in avenues of information
• Increase in competition• Nationally and globally; small and large
New Trends and Capabilities
• Brand parity• Consumer difficulty in differentiating between
brands
• Information integration• Contact point management and “path to
conversion”
• The fall of the TV ad (and mass media)
Global Integrated Marketing
• Standardization• Adaptation
Source: examiner.com and trifter.com
Example:
• Any members of Netflix? • Where have you seen Netflix?
Example:
• 30-day free trial enables consumers to try before they sign up
Example:
• Collecting information upon free trial sign-up
Example:
• Customer engagement
Example:
• Social marketing
Example:
• Search engine marketing AND optimization
Example:
• Database-driven E-mail and event marketing
Example:
• Referral program, E-mail and direct mail
Other Examples?
• Other examples of integrated marketing campaigns – the list is endless!
INTRODUCTION & CLASS OVERVIEW
X50.9212 Integrated Marketing – Week 1