Global Integrated Marketing Best Practices

@Pamdidner

 “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

“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

RETAIL

SOCIAL MEDIA

ADVER-TISING

SEARCH EVENTS

E-MAIL

COMPANY WEBSITES

LET US SUMMARIZE

THE DEFINITIONS

A CAMPAIGN THAT BRINGS

STRATEGY TO LIFE WITH

CONSISTENT MESSAGING AND

CREATIVITY

I BEG TO

DIFFER

INTEGRATED MARKETING IS EVOLVING

INTEGRATED MARKETING QUADRANTS

INTEGRATED MARKETING

NEW INTEGRATED MARKETING

NEW INTEGRATED MARKETING

NEW INTEGRATED MARKETING

TRADITIONAL NEW

SMALL

BIG

INTEGRATED MARKETING

INTEGRATED MARKETING QUADRANTS BY EXAMPLES

PRODUCT LAUNCH

REGULAR / ROUTINE MARKETING

TECHNOLOGY DRIVEN CUSTOMER

EXPERIENCE

START W/ CONTENT OR ONE IDEA

TRADITIONAL NEW

SMALL

BIG

FOUR EXAMPLES

FROM USA, UK, BRAZIL AND SOUTH KOREA

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

TRADITIONAL BIG PRODUCT

LAUNCHES

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  

A TEAM IS IN PLACE

RETAIL

PARTNER MARKETING

BUSINESS UNITS

MESSAGING

PRESS & ANALYSTS

EVENTS

WEB MARKETING

PRODUCT DEMOS

SOCIAL MEDIA

MEDIA

STRATEGY

•  Launch Objective

•  Marketing Objective

•  Marketing Strategy

•  Product Message and Position

•  Creative Style Guide

•  Budget

A CONCISE STARTEGY PLAN

TO RALLY THE TEAM

INTEGRATED

MARKETING

TRADITIONAL/BIG

•  Big Budget

•  Top Down

•  Campaign Driven

•  Marketing Takes the Lead

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

INTEGRATED MARKETING QUADRANTS

PRODUCT LAUNCH

REGULAR DIRECT MARKETING

TECHNOLOGY DRIVEN CUSTOMER

EXPERIENCE

START W/ CONTENT OR ONE IDEA

TRADITIONAL NEW

SMALL

BIG

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

SOUTH KOREA ON-LINE STORE h?ps://www.youtube.com/watch?v=nJVoYsBym88&feature=kp  

BEER TURNSTILE h?ps://www.youtube.com/watch?v=LjPUAiqxFVU  

INTEGRATED

MARKETING

NEW/BIG

•  Technology Takes the Lead

•  Big Initiative, Big Budget

•  Top Down

•  Experience Driven

•  Marketing Complements

Technology

BEST PRACTICES

•  Technology takes the lead

•  IT and marketing collaboration

•  Seamless user experience

is key

•  Challenging to scale across regions

•  Test, Test, Test

INTEGRATED MARKETING EXAMPLES BY QUADRANTS

PRODUCT LAUNCH

REGULAR DIRECT MARKETING

TECHNOLOGY DRIVEN CUSTOMER

EXPERIENCE

START W/ CONTENT OR ONE IDEA

TRADITIONAL NEW

SMALL

BIG

ROUTINE DEMAND GENERATION

EMAIL CAMPAIGNS

SOCIAL MEDIA OUTREACH

COMPANY WEBSITES OR STORE VISITS

DOWNLOAD CONTENT OR

PURCHASE W/ OFFERS

INTEGRATED

MARKETING

TRADITIONAL/

SMALL

•  Existing Budget

•  Routine

•  Existing Creative

•  Bottom Up

BEST PRACTICES

•  Establish a process with automated tools •  Compelling content to drive engagement •  Clear call-to-action

INTEGRATED MARKETING EXAMPLES BY QUADRANTS

PRODUCT LAUNCH

REGULAR DIRECT MARKETING

TECHNOLOGY DRIVEN CUSTOMER

EXPERIENCE

START W/ CONTENT OR ONE IDEA

TRADITIONAL NEW

SMALL

BIG

THINK SMALL - START WITH ONE CREATIVE IDEA h?ps://www.youtube.com/watch?v=4tYMMXiH_hs  

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

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

BUT WAIT

ANOTHER

EXAMPLE OF NEW/SMALL

FOR BTC

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

h?ps://www.youtube.com/watch?v=hlMVWNSSJ1Y  2 MIN ABOUT YOTEL

MARKETING BUDGET

FOCUS ON

CREATIVE IDEAS

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

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.