1. Strategies for improving
integrated marketing ROI
Sponsored by

2. A Simple Marketing
Process

3.  Determine objective
 One is best
 Simple, achievable

4.  Define your target
– The importance of this
cannot be
underestimated
– It’s not always what
you think it is
– More to come on this

5.  Determine your
identity
– lWhy do you do what
you do?

6.  Develop a plan to
bring target & identity
together
 OK to tap experts

7.  Create & execute
– This is where most
start, by making an
ad

8.  Track
 Learn
 Optimize

9. Target
Audience
Development

10.  Talk to all
stakeholders
 Get their opinions

11.  Develop personas
 Could be more than
one
 Ideally From
Research, if not from
brand education

12.  Use industry syndicated
research to translate persona
to executable specifics
– MRI, Simmons
– Job, lifestyle, many options that
characterize your target
– Translate to media indexes

13.  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