Post on 12-Apr-2017
Integrated Marketing Communications Strategic Development and Tactical Implementation
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Why integrated marketing is better.
• Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences
But it’s not easy...
© 2015 Capstrat, LLC. All Rights Reserved.
Why integrated marketing is better.
• Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences
But it’s not easy...
#IntegratedMarketing Landing Page: www.deliver.capstrat.com/integratedmarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Budgets
“I don’t know.” – Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget.Source: Lenskold Group and emedia
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.
Technology
Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.
#IntegratedMarketing
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Information 66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information.Source: DOMO Survey, November 2013
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#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Meetings
37% of employee time is spent in meetings. Managers attend more than 60 meetings per month.Source: InfoCom
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#IntegratedMarketing
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Resistance
Only 30% of change programs succeed.Source: John Kotter
#IntegratedMarketing
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How do we move away from this typical scenario?
#IntegratedMarketing
Setting Accurate Measures How did you do? How do you know?
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Output Reach, touch,
click
Business GoalsAdded value
Outcomes Knowledge,
opinions, attitudes
Organization Targeted groups Tactics/media/channels
Total measurement
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
The total measurement framework
Measurement frameworks help visualize strategic initiatives for every marketing objective, and how each will be measured to prove success.
#IntegratedMarketing
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Measure what matters.
#IntegratedMarketing
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Measurement/Analytics
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Measurement/Analytics
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video Views Time
Spent
Clicks
CTR/CPC
Visits
#IntegratedMarketing
The Funnel Getting Your Audience From Point A to Point B
#IntegratedMarketing
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Funnel
• testing/optimization
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Sales, New Members, Advocates, etc
The funnel approach
Awareness/Attention
Action
Desire
Interest
Universe of People
#IntegratedMarketing
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Planning/Strategy
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Account PlanningResearch
PositioningMessagingDelivery
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/AttentionPublic RelationsAdvertising
Social Media
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Interest
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Direct MarketingSearch
Social Media
Channel MarketingDigital Experience
Native Advertising
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Desire
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Direct MarketingSearch
Social Media
Digital ExperienceChannel MarketingNative Advertising
WhitepapersLong Form Video
EventsWebinar
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Action
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Direct MarketingSearch
Social
Digital ExperienceChannel Marketing
Long form video Whitepapers
Events Webinar
Native Advertising
Conversion OptimizationUser ExperienceCall CenterSales Visit
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
B2B industry benchmark for lead conversions*
Suspects
* Based on industry averages/benchmark developed by Netprospex
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg Size of Sale
2015 Marketing Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Content
#IntegratedMarketing
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Content engine
#IntegratedMarketing
The Campaign Stack: Mapping communications to maximize coverage
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Air Cover
Demand & Lead Generation
Collateral
Training
Commercial offer
Promotions
Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.)
Direct mail, email, Newsletters, events (real and virtual)
Briefs, presentations, white paper, customer case studies
Workshops, E-seminars, podcasts, online exams
Preconfigured packages, boxed sets, subscription service, starter kits
Bundle discounts, partner incentives, rebates, awards
The Campaign Stack: A pragmatic approach to marketing
#IntegratedMarketing
© 2015 Capstrat LLC. All Rights Reserved.
Big whooping mistakes
No call to action
Bad timing between air cover and demand generation
Inconsistent message
No training
Not telling Sales
Telling channel partners beforedirect Sales or Field Marketing
#IntegratedMarketing
(Multi) Media: Viewing the landscape
#IntegratedMarketing
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Media continues to converge
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Integration enhances visibility and mitigates risk
PA I D M E D I A
Strengths
Visibility
Weaknesses
Credibility
O W N E D M E D I AControl Visibility
E A R N E D M E D I ACredibility Control
Visibility
Control
Credibility
Visibility
Credibility Control
Less More
#IntegratedMarketing
Where does digital fit in? Digital Communications
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
CMO.com
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
CMO.com
#IntegratedMarketing
Technology can’t save a bad marketing idea.
PAID
OWNED EARNED
#IntegratedMarketing
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
#IntegratedMarketing
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
#IntegratedMarketing
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
RESEARCH AND INSIGHT
#IntegratedMarketing
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION #IntegratedMarketing
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION
Destinations Digital Experiences
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Origins of Capstrat Digital
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Origins of Capstrat Digital
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
And then a few things happened...
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Pay attention to mobility, context and content
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Use current technology
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Use current technology
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Ensure measurable
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
The Website has become the Web Experience.
#IntegratedMarketing
Communications Outbound and Inbound Marketing
#IntegratedMarketing
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Same things as you, and...Fragmentation of media channels
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Most popular online activities
Social is closing in, but email and search are still
really strong.
#IntegratedMarketing
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But, when talking about mobile users...
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Measurement, optimization and testing
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
A/B/split testing and multivariate testing (MVT)
#IntegratedMarketing
© 2015 Capstrat LLC. All Rights Reserved.
Why test?
Only way to truly know what works and what doesn’t for your industry, customers and products
No opinions
No “best practices”
No “design for design sake”
#IntegratedMarketing
© 2015 Capstrat LLC. All Rights Reserved.
What can you test?
Processes/ user workflows
Landing pages
Campaigns
Design
Content
Marketing promotions
#IntegratedMarketing
© 2015 Capstrat, LLC. All Rights Reserved.
Thank you www.deliver.capstrat.com/integratedmarketing
Shane Johnston e. sjohnston@capstrat.com t. @shanetjohnston
Jon Barlow e. jbarlow@capstrat.com t. @Jon_Barlow
#IntegratedMarketing