integrated marketing: managing multiple channels
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Integrated Marketing: Managing Multiple ChannelsTRANSCRIPT
@ R O A M R I G H T@ S H A R O N M O S T YN# A S W 1 3
INTE
GRATED
MARKET
ING:
MANAGIN
G MULT
IPLE
CHANNELS
AF F I L
I AT
E S
UM
MI T
WE
ST
20
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January 15, 20131
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SHARON
MOSTYN
Roam
Right T
rave
l Insu
rance
By da
y, S
haron
is re
spon
sible
for t
he m
arke
ting e
fforts
at
trave
l insu
rance
pro
vider
, Roa
mRig
ht. Ea
rlier
in h
er ca
reer
,
she
was D
irect
or o
f Eco
mm
erce
for a
n affi
liate
pro
gram
which w
on B
est A
ffilia
te P
rogr
am a
nd Bes
t Im
prove
d Affi
liate
Prog
ram
from
ABes
tWeb
and
was
a fi
nalis
t for
the
Affilia
te
Summ
it Pin
nacle
Awar
ds.
By ni
ght, her
fam
ily ra
cks u
p mor
e m
edica
l “fre
quent fl
ier”
mile
s than
the
aver
age
10 fam
ilies c
ombin
ed!
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INTEGRATED MARKETING: MANAGING MULTIPLE CHANNELS
• 2013: The Year of Integrated Marketing
• Which Channels To Focus On (And Which To Avoid)• ZMOT• New Media Trinity
• Causes Of Channel Conflict
• Minimizing Channel Conflict
• Integrated Marketing Pyramid
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2013: THE YEAR OF INTEGRATED MARKETING
Channels Campaigns Tools
JACKPOT!!
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Source: Search Engine Watch http://searchenginewatch.com/article/2232621/2013-The-Year-of-Marketing-Integration
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INTEGRATED MARKETING: MANAGING MULTIPLE CHANNELS
Strategy aimed at unifying different marketing methods.
• Mass Marketing
• One-to-One Marketing
• Direct Marketing
Objectives:
• Seamless customer experience
• Complement and reinforce the market impact
• Employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc.
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INTEGRATED MARKETING: MANAGING MULTIPLE CHANNELS
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Collect Info
Outline Plan
Research & Review
Revise & Repeat
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WHICH CHANNELS TO FOCUS ONAND WHICH CHANNELS TO AVOID
Avoiding focusing solely on the last touch before conversion.
• First Click
• Last Click
• Distributed Click
Use analytics to help!
Determine the optimal mix for your company based on key performance indicators (KPI’s) for sales effectiveness and budget accordingly.
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ZMOT: ZERO MOMENT OF TRUTH
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Source: Google: Zero Moment of Truthhttp://www.zeromomentoftruth.com/
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NEW MEDIA TRINITY
WINNER!!!
Conversation
Distribution
Content
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Source: Chris Penn Interview, Social Media Examinerhttp://www.socialmediaexaminer.com/email-and-social-media-marketing-integration/
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CAUSES OF CHANNEL CONFLICT
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Goal Incompatibility
Territory Disagreement
Inadequate Communication
Competition For Resources
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MINIMIZING CHANNEL CONFLICT
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Pricing Approach
Product Approach
Brand Approach
Promotions Approach
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INTEGRATED MARKETING PYRAMID
Differentiate your brand
Create engaging content
Deliver a coordinated message
Maximize communication impact
Strategically cross-post across channels
Establish an optimized integrated marketing plan
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QUESTI
ONS?
AS
K M
E S
OM
ET
HI N
G,
PL E
AS
E! ! !
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THANK YOU!
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January 15, 2013
Contact Information:
Sharon Mostyn
RoamRight Travel Insurance
http://www.RoamRight.com
Twitter: @SharonMostyn or @RoamRight
Email: [email protected]