INTEGRATED MARKETING THINK BIG, THINK SMALL @PamDidner Global Integrated Marketing Manager, Intel Corp.
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INTEGRATED MARKETING THINK BIG, THINK SMALL
@PamDidner Global Integrated Marketing
Manager, Intel Corp.
“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
“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
RETAIL
SOCIAL MEDIA
ADVERTISING
SEARCH EVENTS
COMPANY WEBSITES
A CAMPAIGN THAT BRINGS STRATEGY
TO LIFE WITH CONSISTENT
MESSAGING AND CREATIVITY
LET’S SUMMARIZE THE DEFINITIONS…
I BEG TO DIFFER
INTEGRATED MARKETING IS EVOLVING
INTEGRATED MARKETING QUADRANTS
INTEGRATED MARKETING
NEW INTEGRATED MARKETING
NEW INTEGRATED MARKETING
NEW INTEGRATED MARKETING
TRADITIONAL NEW
SMALL
BIG
INTEGRATED MARKETING QUADRANTS
INTEGRATED MARKETING
NEW INTEGRATED MARKETING
NEW INTEGRATED MARKETING
NEW INTEGRATED MARKETING
TRADITIONAL NEW
SMALL
BIG
INTEGRATED MARKETING
INTEGRATED MARKETING QUADRANTS BY EXAMPLES
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY DRIVEN
CUSTOMER EXPERIENCE
START W/ CONTENT OR
ONE IDEA
TRADITIONAL NEW
SMALL
BIG
FOUR EXAMPLES
FROM USA, BRAZIL AND SOUTH KOREA
INTEGRATED MARKETING EXAMPLES BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY DRIVEN
CUSTOMER EXPERIENCE
START W/ CONTENT OR
ONE IDEA
TRADITIONAL NEW
SMALL
BIG
TRADITIONAL THINK BIG - PRODUCT LAUNCHES
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 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
A TEAM IS IN PLACE
RETAIL
PARTNER MARKETING
BUSINESS UNITS
MESSAGING
PRESS & ANALYSTS
EVENTS
WEB MARKETING
PRODUCT DEMOS
SOCIAL MEDIA
MEDIA
STRATEGY
A SHORT STARTEGY DOCUMENTATION TO RALLY EVERYONE
• Launch Objective • Marketing Objective • Marketing Strategy • Product Message and Position • Creative Style/Guide • Budget
INTEGRATED MARKETING TRADITIONAL/BIG
• Big Budget • Top Down • Campaign Driven • Marketing Takes the Lead
INTEGRATED MARKETING QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY DRIVEN
CUSTOMER EXPERIENCE
START W/ CONTENT OR
ONE IDEA
TRADITIONAL NEW
SMALL
BIG
SOUTH KOREA ON-LINE STORE hMp://www.youtube.com/watch?v=nJVoYsBym88
THINK BIG - CUSTOMER DRIVEN EXPERIENCE
RETAIL
SOCIAL MEDIA
CREATIVE
MESSAGING
NEW CUSTOMER
EXPERIENCE DRIVEN BY
TECHNOLOGY
PR/AR
= Marketing channels are subject to change based on projects
INTEGRATED MARKETING NEW/BIG
• Big Initiative, Big Budget • Top Down • Experience Driven • Technology Takes the Lead • Marketing Complements
Technology
INTEGRATED MARKETING EXAMPLES BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY DRIVEN
CUSTOMER EXPERIENCE
START W/ CONTENT OR
ONE IDEA
TRADITIONAL NEW
SMALL
BIG
THINK SMALL - DIRECT MARKETING RETAIL
SOCIAL MEDIA
COUPONS
POSTAL MAIL
E-‐MAIL
COMPANY WEBSITES
DIRECT MARKETING
= Marketing channels are subject to change based on campaigns
• Existing Budget • Routine • Existing Creative • Bottoms Up
INTEGRATED MARKETING TRADITIONAL/SMALL
INTEGRATED MARKETING EXAMPLES BY QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY DRIVEN
CUSTOMER EXPERIENCE
START W/ CONTENT OR
ONE IDEA
TRADITIONAL NEW
SMALL
BIG
THINK SMALL - START WITH ONE CREATIVE IDEA hMp://www.youtube.com/watch?v=4tYMMXiH_hs
THINK SMALL - CUSTOMER DRIVEN EXPERIENCE
RETAIL
SOCIAL MEDIA PR/AR
MEDIA PICKUP
START WITH AN
IDEA
= Marketing channels are subject to change based on projects
• Start with an awesome idea Get fans to do something
• Integrated MKT follows after the idea takes off
INTEGRATED MARKETING NEW/SMALL
BUT WAIT ANOTHER EXAMPLE OF NEW/SMALL
INTEGRATED MARKETING QUADRANTS
PRODUCT LAUNCH
REGULAR DIRECT
MARKETING
TECHNOLOGY DRIVEN
CUSTOMER EXPERIENCE
START W/ CONTENT OR
ONE IDEA
TRADITIONAL NEW
SMALL
BIG
THINK SMALL – BREAK DOWN ONE PIECE OF CONTENT INTO 5 PIECES
CONTENT 1
CONTENT 2 CONTENT 4
CONTENT 5
ONE PIECE OF
CONTENT
CONTENT 3
= Marketing channels are subject to change based on projects
LONG FORM CONTENT (1)
SHORT FORM CONTENT (4)
SOCIAL CONTENT (20)
BREAK DOWN LONG FORM CONTENT TO MULTIPLE SHORT FORMS
SHORT FORM EXAMPLES
27 PAGES WHITE PAPER
600-800 WORD BLOG POSTS
SOCIAL CONTENT EXAMPLES
IN SUMMARY
• AN INTERESTING IDEA OR CONTENT IS A STARTING POINT
• HELP YOUR COMPANY OR CLIENTS THINK BIG, THINK SMALL
• DEFINE INTEGRATED MARKETING ACCORDING TO YOUR JOB
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