This document discusses strategies for integrated marketing tactics. It recommends integrating search, social media, and other channels to maximize marketing success. Specific tactics mentioned include using a data management platform to simulate social media targeting, retargeting website visitors across channels, and imprinting brands on all visual content to drive awareness and conversions. The document emphasizes targeting individuals with 1:1 messaging and treating influencer interactions as owned audiences for nurturing.

1. Bulletproof Your Future with
INTEGRATED MARKETING Tactics
@MartyWeintraub

7. We/I See a LOT of Case Studies

9. Today’s Fare
• Daily Hah Hah~!  (Done)
• INTEGRATE to Safeguard Your Marketing Relevance
• Magically Replace Facebook’s Lost Targeting- and MORE
• Performance Branding: The Ultimate Attribution Model
• PRE Targeting: Think Like a TV Station
• Integrated Tactics that Nearly Always Work
• Dossier Marketing: Targeting: Individuals 1:1 Paid/Organic
• Update on Paid Influencer Targeting
• Bonus if there’s time

12. • Ample % of Marketing Success Integrates Search/Social
• The Last Mile of the CPA / Scale Pivot is Via Integration
• Main Tools: KWs, Retargeting/Remarketing, & Creative
• Data Management IS Often Targeting
• Go Deeper into Long Business Goals to Prove Integration
• There IS Low Hanging Revenue for Best Practices
• Branding is Required for the Ultimate Integration
Integrated Marketing: A Matter of Survival

13. 2019 Data!

14. Privacy & Paranoia Eat Marketing

17. Proxies

18. • Wealth = Luxury Brands
• Work = Associations, Unions, Conferences
• Emotions = Deep Fix Products
• Violence = Harsh Video Games
• Get Up & Go = Adventurous Pursuits
• Politics = Single Issues, Legislation, Leaders
• Apathetic Hunger Pangs = Weed
• Pop Culture & Media = Many Things!

19. Top of Funnel Paid Social?
• Don’t Kid Yourself About Targeting
• Need Purchase-Affinity Targeting
• Why fark around with targeting when we
can target individuals?
• Use DMP & 3rd Party Data Like FB Ads TOF

20. Where did all that incredible FB
targeting (used to) come from,
anyway?

21. Use DMP as Data Targeting Appliance
3rd
Party
Partners
Targeting
Data
DMP
Google
Microsoft
Networks
Networks

37. Simulate Social Post Design in
Banner Space & Use Video

38. Socialize 3rd Party Data Traffic with Retargeting,
Expand with Lookalike

41. Performance Branding: The Ultimate
Attribution Model

42. BrandLift Measurements Now You’ll Want Later
• Google & Bing Brand Search KW Frequency (100% Impression Share)
• Paid Brand Traffic/Conversion Sale
• Google Trends Data for Brand KWs
• Organic Brand KW Traffic + [Other KWs] in SEO Monitoring
• Overall Organic & Direct Traffic & Conversion
• Lowered Overall PPC $$ , Effect of More, Lower Cost Brand Traffic
• Average Lifetime Customer Value / Pathway to Purchase
• Daily Sales Metrics from POS, Accounting Software, Beacons, other
• Correlated Lift Deep

45. More Brand Search Is the
Holy Grail of Marketing

46. Why Brand Search is Keyword Lakefront Property
• Brand IP Marks Can Be Protected R, TM, C, etc.
• Competitors Can Trigger PPC But Not Use IP
• Control Creative in Tandem with Organic Search (SEO)
• Brand Search is Usually the Least Expensive KW Inventory
• +Brand Search Conversion Lowers Cost, raises scale of Entire System
• Brand Search Usually Has the Highest Conversion Rate
• Direct Traffic from Brand Awareness Lifts Scale & Lowers Cost
• More Conversion, Lower Cost, More Brand Search Means Growth

47. Be Branding AND
Conversion Themed

48. Stamp Conversion Keywords on
Any Visual Creative Element

49. Imprint Brand When You’re Selling
• Use Brand Terms, Devote Site Links & Social Post Fields
• Place Name of Company & Logo Prominently As Possible
• St. Cred’ Marks like T, R, C, etc.
• Place Brand Keywords and Marks ON Images & Video
• Make Positioning Statements Tangible
Every paid impression in any channel, MUST
contribute to branding mission.

51. Sell When You’re Branding
• Soft Touch: Gently Help Users Know What is a Conversion
• Devote Site Links & Social Post Fields to Selling Awareness
• Place Conversion Keywords ON Images & Video
• Every Paid Impression Must Contribute Conversion
Offset the cost of branding with modest conversion.
Have realistic expectations, guide users, drill
them into funnel for objective

54. PREtargeting:
Think like a TV
Station

55. • 75,000 $.04 Video Views
• 1,339 Website Clicks at $2.24
• 94,000 Engagements at $.031
• 22 Conversions at $136, $82 loss
Month 4: $3,000 TOF Video Spend KPIs

56. 1.2% PPC performance
marketing
(measurable?)conversion lift
in geo, lowered CPA for 3,486
conversions from $21.33 to
$19.55, at a savings of
Month 4: $3,000 TOF Video Spend KPIs

57. 490 new brand keyword
searches generated +368%
month-over-month organic
search conversions lift with a
profit of ~ $1609
Month 4: $3,000 TOF Video Spend KPIs

58. 37 confirmed foot-traffic
visitors to mall jewelry store, 16
ruby heart pendent purchases,
gross revenue of $7,936, an
average lifetime value of new
customers of $1,468 for
$23,488 total impact
Month 4: $3,000 TOF Video Spend KPIs

59. Targeting 10,134 existing
customers 14 days before “re-
subscribe” email blast, 1.8%
email re-conversion lift from a
monthly average of 7,455 to
7,589 subscriptions, for a gain
of 134 total users at $1,100 per
year, totaling ~$147,400

60. Simulate HUGE in Small Places

62. Integrated Tactics that Nearly
Always Work

63. More Segmentation:
Organic Site Visitor Retargeting Lists
• Organic & Direct Site Visitors (SEO) Retargeting
• User Journey Waypoints
• Topical Hubs
• Segment by Site Experiences
• Use Keywords in Creative
• Often Low Hanging Revenue

64. More Segmented Retargeting
Lists From Other Channels
• Big $$$ Search Keywords & Clusters
• Site Traffic from 3rd Party Data Targeting/DMP
• Behavioral & other Usage Data
• Customer, Product, Margin, & Other Historical Business Data
• LISTS MASHED UP FROM HOME SPUN ALGOS

65. Integrated Creative Grid

72. Target Individuals

73. Finds Organic Elements Also
Targetable in Paid

74. Nice! Twitter SELLS OUT User Base,
USABLE 1K Packs

83. Twitter Individual Targeting Hacks
Users Who:
• Consumer ANYTHING, Influencer Circles, Reviews, etc.
• Media
• Constantly Engage with # or @
• B2B: Trade Shows, Events
• News Jacking & Possible Insertion to Bot Networks
• Authoritative Users with Keywords in BIO & Content
• Search Google for Lists

91. Treat Influencer Touches As Owned
Audiences, Retarget For Nurture

93. Takeways
• INTEGRATE to Safeguard Your Marketing Relevance
• DMPs Fark Facebook Targeting! Make Targeting Great Again!
• Performance Branding: The Ultimate Attribution Model
• Go Deeper into Business Objectives for the Win
• Test Integrated Tactics that Nearly Always Work
• Dossier Marketing: Targeting: Individuals 1:1 Paid/Organic
• Target Influencers with Paid Content Amplification