2.
“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
3. “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
8. INTEGRATED MARKETING QUADRANTS
BY EXAMPLES
PRODUCT LAUNCH
REGULAR / ROUTINE
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT
OR ONE IDEA
TRADITIONAL NEW
SMALL
BIG
10. 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
12. 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
13. A TEAM IS IN PLACE
RETAIL
PARTNER
MARKETING
BUSINESS
UNITS
MESSAGING
PRESS &
ANALYSTS
EVENTS
WEB
MARKETING
PRODUCT
DEMOS
SOCIAL MEDIA
MEDIA
STRATEGY
14. • Launch Objective
• Marketing Objective
• Marketing Strategy
• Product Message and
Position
• Creative Style Guide
• Budget
A CONCISE STARTEGY
PLAN
TO RALLY THE TEAM
16. 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
17. INTEGRATED MARKETING QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT
OR ONE IDEA
TRADITIONAL NEW
SMALL
BIG
18. 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
19. SOUTH KOREA ON-LINE STORE
h?ps://www.youtube.com/watch?v=nJVoYsBym88&feature=kp
22. BEST PRACTICES
• Technology takes the lead
• IT and marketing
collaboration
• Seamless user experience
is key
• Challenging to scale across
regions
• Test, Test, Test
23. INTEGRATED MARKETING EXAMPLES
BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT
OR ONE IDEA
TRADITIONAL NEW
SMALL
BIG
26. BEST PRACTICES
• Establish a process with
automated tools
• Compelling content to
drive engagement
• Clear call-to-action
27. INTEGRATED MARKETING EXAMPLES
BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY
DRIVEN CUSTOMER
EXPERIENCE
START W/ CONTENT
OR ONE IDEA
TRADITIONAL NEW
SMALL
BIG
28. THINK SMALL - START WITH ONE CREATIVE IDEA
h?ps://www.youtube.com/watch?v=4tYMMXiH_hs
29.
30. 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
33. 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
37. 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
38. 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.