Transcription
360 IntegratedMarketingPrepared by:Aryeh SternbergManaging DirectorMSS Digital
WHAT WE’LL COVER TODAY: What is “Integrated Marketing” How does Digital affect traditional 360 Integrated Marketing Digital Integration Toolbox Case Studies
WHAT IS INTEGRATEDMARKETING?
What is Integrated Marketing? Integrated campaigns - the best use of messageand media, regardless of whether it is on or offline,demands marketing communications of a higherlevel. Planning and delivering an integrated campaignmeans taking a holistic view of the customer orconsumer journey from ignorance through toloyalty and satisfaction. it isn't always easy (butit's always invaluable).From rated.php
What is Integrated Marketing? Cost savings result from leveraging the same planningand creative work across multiple projects. Integrated activities support each other, improving theefficiency of individual campaign elements againstoverall objectives. Use of data during the campaign allows for short-termimprovement on results and longer-term comprehensionof your customers– The marketing database can be used to identifycommunications needs as well as to target individualcommunications.– It can also be helpful in: profiling prospects measuring campaign effectiveness tracking customer responseshttp://www.bnet.com/2410-13240 23-55158.html
HOW DOES DIGITALAFFECT TRADITIONAL360 INTEGRATEDMARKETING
What is Integrated Marketing? Media no longer operates in a vacuum - and that whatyou do online affects what you do offline, and thereverse. This, in turn, allows marketers to understandwhat's working (what to keep) and what isn't (what tokill), as well as how they all work together in anintegrated campaign. Marketers are now being asked to do more with less.Taking advantage of synergies and integratedmarketing techniques allows marketers to drive moresales without necessarily buying more The-Definition-Of-An-Integrated-MarketingCampaign 633681569828739493 blog.htm
Traditional Marketing Channels Advertising – ATL, BTL, TTL–––– Public Relations–– Mainly used to supplement the primary Advertising messagesTimely Sponsorships and other PR activities peripherally support the campaignCustomer Relationship Marketing/Management (CRM)––– Raising awareness of your new productExplaining the comparative benefits of the productGenerating initial requests for informationInitiating a direct response campaign through integrating interactivityIncreasing customer loyalty and retentionIssuing a regular, planned flow of information that provides value to the customerUtilizing your customers interactions with the brandSales Support–––––Fortify the sales force with information on both the products and the marketplaceStandard and customized presentations for different market sectors;Product or sales guides to improve product knowledgeInformation on the advertising and direct marketing support available in each territory;Competitor profilehttp://www.bnet.com/2410-13240 23-55158.html
Digital Marketing Channels Digital and non-Digital Direct Marketing––––– To make differentiated offers to prospects who respond to an advertising campaignTo supplement an advertising campaign’s coverage of certain target markets;To reach sectors that cannot be reached efficiently by the primary advertisingmedia, or to simply provide increased reach or frequencyAs a follow-up mechanism to a direct response advertising campaign—theresponses supply information on qualified prospects, and this information can formthe basis of future direct marketing programs;To reinforce the impact of an advertising campaign through selective follow-upTelemarketing / Mobile & IVR––––To add an element of interactivity and measurement to all non-interactive media;To reach target audience in the one place they can always be found;Provides the target audience the option to decide when they want to interact withthe media;Creates a driver among new and traditional medias connecting two or more pointsthat normally remain isolatedhttp://www.bnet.com/2410-13240 23-55158.html
How does Digital affect traditional360 Integrated Marketing Benefits– Digital [integrated] techniques match the requirements forsuccessful youth marketing in a way in which other mediacannot Potential Pitfalls– Too many cooks in the kitchen (too many agencies)– Poor use of data, poor collection vehicles, or evaluationcriteria– Poor selection of media compared to needs of targetaudience– Not enough time/attention given for deep optimizationhttp://www.bnet.com/2410-13240 23-55158.html
Mechanics of a Digitally Integrated CampaignTVC Print OOH Text2Win IVR Banners Microsite CRMSMS forPrizeResults:ReceivesThank YouSMS-Target Audiencehas 16 potentialbrand interactions(compared SeesBannersSend SMSTargetSeesPrint lTouchpoint:ReceivesSMS PrizeNotificationMessageText to winRegisterson ail11Red User InitiatedActionReceivesIVR PrizeNotificationIVRQuizGameConsumerIs enteredInto DB-Client can discerneffectiveness of TVvs. Print Web vs.Mobile advertisingfor futurecampaigns-Database iscollected for futureCRM usage withmultipletouchpoints &ongoinginteractionsrecorded
ATL MOBILE INTERACTIVITY MEASUREMENTWhatlearn?can we do?in all do weWhatResponseMeasurementPer Adtypes of advertising is45the critical indicator1.VTV and HTV71.Testhavethe messaging andchangeofthe copy for onfor the successtheof amost successpoorly performing adscampaign.the TV Tiep ThiGia Dinh SMS1.TV is more1.Stopeffectiveadvertising on some23Let’s see how mobilechannels4-5X)and select othersmarketing canthanhelp Print (aboutor increase frequency onbrand(s) analyze which21.Either theeffectiveYeah1 andchannelschannels andSaigoncommunication arethe Giai Phongcampaignsarethe new direct access1.Utilizemost effective foryou15wrong demographicor customersto potentialthe messagingis wrongthroughinteractive12Mobile/Digital marketing0
DIGITAL TOOLBOX
360 INTEGRATED MARKETINGOPPORTUNITIESWeb 1.0The mostly read-only Web250,000 Web SitesDoubleClickPublishedContentWeb 2.0Opportunity 2.0OfotoAkamaimp3.comBritannica OnlinePersonal WebsitesDomain Name SpeculationPage ViewsScreen ScrapingUserPublishingContent ckiness1996: 45 Million Global UsersThe read/write web80,000,000 gingSEO & SEMCPC, CPAWeb ServicesPublishedParticipationWikisContentTagging (Folksonomy)SyndicationSharedKnowledge2006: 1 Billion Global UsersUserGeneratedContent
SOCIAL MARKETING:BEYOND BANNERS Social Marketing takes place in anenvironment where people can meet,greet, share, and socialize easily andquickly– Blogging– Forums– Media Sharing– Social Networks– Multiplayer Online Gaming
COMMUNITYSocial NetworkingMobile Community
BLOGGING & TWEETING
COLLABORATIONPhoto CollaborationVideoWiki (Encyclopedia)News
WIDGETS, MASHUPS, N’ MORERSS Syndication (iGoogle)PageflakesMash UpsNiche Social Network
MOBILE MARKETING: SMSSMS BlastText to Win/Text to VoteText to Download/Text4InfoUsage Examples:Usage ExamplesUsage Examples Event Reminders Promotional Messages Product Release Coupons Daily Updates Promotional Events Useful content for users Give- aways Surveys Quizzes Opinion Polls Event engagement Relevant information of products Branded content Brand engagementeGamFrom: 555Message:YOU WIN!!!eodiVMusicInfo
Other Mobile Marketing BluetoothPolite Point of Sale mobileinteractivity:- Polite – cannot be forcedinto a phone- Digital couponing orproduct trials- Mobile contentdistribution- Interactive POS gaming(instant win/lucky draw)WAP sitesMobile website allowsweb-type interactivity onthe-go-Interactivity can include:a.Link and Banner Adsb.Registrationc.Click to Calld.Click to Watch (Video)e.Click to Listenf.Click to DownloadMobile TaggingEasy access and fastercommunication- Quick access to mobileInternet- Vcard & Vcalendar- Mobile couponing &Redemption- M-TicketingWeb to MobileDrives traffic amongDigital mediums:- information transfer- Drive traffic amongmediums- One to One or Oneto Many
BRANDED MOBILE CONTENTMobile Content can bebranded for added visibilityand penetration.Content for mobileWho downloads?With low investment, existingcontent or original contentcan add value for the righttarget audience.Branded Content & Sponsorship Opportunities
CASE STUDIES
CASE STUDY: ADIDAS (ADMOB)
Mobile Engagement StrategyConsumerActionOnlineTelevision OutdoorRadioPrintText ‘Team’ to 23452EngagementTarget AudienceMobile MediaSMS INOptInActivate, Engage,CommunicateProduct, Athletes, Photos,Wallpaper, RingtonesRelationshipSMS/IVR OUT
Television
IN STORE
Online
EngagementText from DuncanCall from DuncanThanks for joining theBrotherhood. Get freeWallpapers andRingtones Click Here.Rply END 2 quit.EngagementText from GilbertINCOMING SMSCall from GilbertText from TMacCall from TMacText from KGCall from KGEngagement StrategyINCOMING SMSINCOMING SMSINCOMING SMSYour are now part ofthe brotherhood.Look for calls fromGilbert, Chauncey,Howard, & the wholeteam (4 in 12 days).Rply END 2 quit.Get a CustomizedRingtone from theBrotherhood - ClickHere. Rply END 2quit.Get a CustomizedVoicemail from theBrotherhood - ClickHere. Rply END 2quit.
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Results
Case Study: Eurostar Bullet TrainAgency: SpaceBrand: EurostarCampaign: The Eurostar QuestTo drive re-appraisal of London and Paris in2006, we established a premium partnershipwith the global release of the Da Vinci Codefilm before leveraging it via a hugelyimaginative, multi-lingual, on-line treasurehunt, inspired by the film. The campaign wassupported in the UK, France & Belgium withTV, cinema, national & consumer press,outdoor, ambient media, online advertising &PR.Results exceeded even the most ambitiousexpectations. 1.3m people registered andinteracted with Eurostar whilst the campaignwas named The Best Promo
CASE STUDY: IABAgency: Euro RSCG MVBMS PartnersBrand: Internet Advertising Bureau (IAB)Campaign: Interactive. The ActiveIngredientThe IAB launched a new integrated brandingcampaign aimed at helping marketersunderstand how they can best employinteractive advertising to more effectivelyreach their business. They showed successfulexamples of rich media from Volvo, Frito-Layand Kimberley-Clark campaigns.The brains behind the selected campaignswere depicted as marketing ‘Superheroes’,visually depicted across print, billboards, andonline mediums. Direct marketing and eventssupported the campaign in the later phase.
CASE STUDY: KELLOGG’S CEREALAgency: Euro RSCG MVBMS PartnersBrand: Kellogg’s CerealCampaign: Leonardo (Leo Burnett)Kellogg’s used an integrated marketing campaignto launch a new fruit snack, a fruit roll strip, intothe UK market; it included PR, ambient media,web, radio and TV.This innovative approach was a major factor in theproduct’s success: the creative idea was that RealFruit Winders were an anarchic from of fruit thatchildren could eat, play with and use tocommunicate with each other, and a world offruits was created with its own Chewchat languageas well as characters.The campaign took advantage of Social Networkingas well as instantaneous feedback from the web tomodify and improve the campaign
SO THAT’S IT - ANYQUESTIONS?Thank youfor yourattention!
360 Integrated Marketing Prepared by: Aryeh Sternberg Managing Director . marketing techniques allows marketers to drive more . (CRM) – Increasing customer loyalty and retention – Issuing a regular, planned flow of information that provides value to the customer
