3. Definition #2:
INTEGRATED
MARKETING
COMMUNICATION
“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.”
4. LET’S SUMMARIZE THE DEFINITIONS…
RETAIL
SOCIAL
MEDIA
COMPANY
WEBSITES
E-MAIL
A CAMPAIGN THAT
BRINGS STRATEGY
TO LIFE WITH
CONSISTENT
MESSAGING AND
CREATIVITY
EVENTS
SEARCH
ADVERTISING
9. INTEGRATED MARKETING QUADRANTS
BY EXAMPLES
BIG
PRODUCT
LAUNCH
TECHNOLOGY
DRIVEN
CUSTOMER
EXPERIENCE
SMALL
REGULAR
DIRECT
MARKETING
START W/
CONTENT OR
ONE IDEA
TRADITIONAL
NEW
11. INTEGRATED MARKETING EXAMPLES
BY QUADRANTS
BIG
PRODUCT
LAUNCH
TECHNOLOGY
DRIVEN
CUSTOMER
EXPERIENCE
SMALL
REGULAR
DIRECT
MARKETING
START W/
CONTENT OR
ONE IDEA
TRADITIONAL
NEW
13. Intel® CoreTM i5 Processor Launch:
INTEGRATED CAMPAIGN
SOCIAL
MEDIA
Awareness and education activities featuring
new products on Facebook, Twitter,
Flipboard, Instagram
AD
CAMPAIGNS
Highlight the product benefits
EVENTS
Product launch. Rolling thunder through
geo roadshows and partner events,
SEARCH
ENGINE
MARKETING
Key word earch terms in markets in
targeted countries
INTEL.COM
Intel.com landing
and shop page
INFLUENCER
MARKETING
Targeted social media influencer
seeding to drive social media
communications and education
PRESS
&
ANALYSTS
Press
conferences
and
coverage
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
14. A TEAM IS IN PLACE
SOCIAL
MEDIA
STRATEGY
MEDIA
BUSINESS
UNITS
EVENTS
WEB
MARKETING
PRESS
&
ANALYSTS
RETAIL
MESSAGING
PRODUCT
DEMOS
PARTNER
MARKETING
15. A SHORT STARTEGY DOCUMENTATION
TO RALLY EVERYONE
•
•
•
•
•
•
Launch Objective
Marketing Objective
Marketing Strategy
Product Message and Position
Creative Style/Guide
Budget
19. THINK BIG - CUSTOMER DRIVEN EXPERIENCE
NEW
CUSTOMER
EXPERIENCE
DRIVEN BY
TECHNOLOGY
RETAIL
MESSAGING
SOCIAL
MEDIA
CREATIVE
PR/AR
= Marketing channels are subject to change based on projects
21. INTEGRATED MARKETING EXAMPLES
BY QUADRANTS
BIG
PRODUCT
LAUNCH
TECHNOLOGY
DRIVEN
CUSTOMER
EXPERIENCE
SMALL
REGULAR
DIRECT
MARKETING
START W/
CONTENT OR
ONE IDEA
TRADITIONAL
NEW
22. THINK SMALL - DIRECT MARKETING
RETAIL
SOCIAL
MEDIA
COMPANY
WEBSITES
DIRECT
MARKETING
COUPONS
E-‐MAIL
POSTAL
MAIL
= Marketing channels are subject to change based on campaigns
24. INTEGRATED MARKETING EXAMPLES
BY QUADRANTS
BIG
PRODUCT
LAUNCH
TECHNOLOGY
DRIVEN
CUSTOMER
EXPERIENCE
SMALL
REGULAR
DIRECT
MARKETING
START W/
CONTENT OR
ONE IDEA
TRADITIONAL
NEW
25. THINK SMALL - START WITH ONE CREATIVE IDEA
hMp://www.youtube.com/watch?v=4tYMMXiH_hs
26.
27. THINK SMALL - CUSTOMER DRIVEN EXPERIENCE
START
WITH AN
IDEA
MEDIA
PICKUP
RETAIL
SOCIAL
MEDIA
PR/AR
= Marketing channels are subject to change based on projects
31. THINK SMALL – BREAK DOWN ONE
PIECE OF CONTENT INTO 5 PIECES
ONE PIECE
OF
CONTENT
CONTENT 5
CONTENT 1
CONTENT 2
CONTENT 4
CONTENT 3
= Marketing channels are subject to change based on projects
32. BREAK DOWN LONG FORM CONTENT TO
MULTIPLE SHORT FORMS
LONG FORM CONTENT (1)
SHORT FORM CONTENT (4)
SOCIAL CONTENT (20)
35. IN SUMMARY
• DEFINE INTEGRATED MARKETING
ACCORDING TO YOUR JOB
• HELP YOUR COMPANY OR CLIENTS
THINK BIG, THINK SMALL
• AN INTERESTING IDEA OR
CONTENT IS A STARTING POINT