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How Digital Changed Integrated Marketing
Integrated Marketing was first described by the American Association of Advertising Agencies in 1989 as “a means to achieve objectives through well-coordinated promotional methods that reinforce each other.”
RADIO
PUBLIC RELATIONS
NEWSPAPER
TELEVISION
PHONE BOOK
TELEMARKETING
Broad Awareness
Considera?on / Preference
Purchase
MAGAZINES/CATALOGS
RADIO
SOCIAL MEDIA
MOBILE
TELEVISION
WEBSITE
ADWORDS
Broad Awareness
Considera?on / Preference
Purchase
CONTENT MARKETING
RADIO
SOCIAL MEDIA
MOBILE
TELEVISION
WEBSITE
ADWORDS
Branding
Long-‐Form Content
Direct Response
CONTENT MARKETING
RADIO
SOCIAL MEDIA
MOBILE
TELEVISION
WEBSITE
ADWORDS
Get Their ALen?on
Give Them Details
Ask For The Sale
CONTENT MARKETING
A digital marketing funnel is created the same way as a traditional marketing funnel. Take, for example, HubSpot’s Inbound Marketing strategy. The number of people (and time spent) on the Internet rivals the averages of any mass media channel.
The promoters become the evangelists driving greater awareness for new customers through a social media or loyalty program.
When integrating digital with traditional advertising, you create a powerful dynamic.
A strong digital presence allows the other channels to do what they do best, without having to carry the entire marketing load.
For example, this allows broad awareness (branding) campaigns at the top of the funnel to be emotionally compelling. They can drive potential leads to a rational/logical experience on the web where they are eventually closed at the bottom of the funnel.
What this means to you.
Branding: Top
Event Marketing: Top and middle
Direct Response Marketing: Bottom
Word-of-Mouth Marketing: Middle and loyalty
Social Media Marketing: Any, but best in the middle and loyalty
Content Marketing: Top, middle and loyalty
Mobile Marketing: Any (after mobile payment is widely adopted)
PPC (AdWords) Marketing: Bottom
Awareness Consideration Purchase
At different phases of the customer journey, different channels are more effective. Traditional marketing first makes up 39% of a buying decision and then falls to 22% by the time the purchase is made.
Awareness Consideration Purchase
Research/Word-of-mouth/Reviews make up 37% during consideration and only falls to 31% during the purchase.
“EBay is a shark in the ocean. We are a crocodile in the Yangtze river. If we fight in the ocean, we will lose. But if we fight in the river, we will win.”
- Jack Ma, Alibaba
@JohnstonMike4MikeJohnston
COMING SOON
How Digital Marketing Changed Advertising StrategiesPart Five: The Internet of Things