Dmn rountable Mediasmith: Strategies for Improving Integrated Marketing ROI
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Transcript of Dmn rountable Mediasmith: Strategies for Improving Integrated Marketing ROI
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Sponsored by
Strategies for improving integrated marketing ROI
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A Simple Marketing Process
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Determine objective
One is best
Simple, achievable
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Define your target– The importance of this
cannot be underestimated
– It’s not always what you think it is
– More to come on this
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Determine your identity
– lWhy do you do what you do?
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Develop a plan to bring target & identity together
OK to tap experts
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Create & execute
–This is where most start, by making an ad
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Track
Learn
Optimize
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Target Audience Development
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Talk to all stakeholders
Get their opinions
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Develop personas
Could be more than one
Ideally From Research, if not from brand education
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Use industry syndicated research to translate persona to executable specifics
– MRI, Simmons– Job, lifestyle, many options that
characterize your target– Translate to media indexes
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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