marketing decision-makers: stop thinking tactics, start thinking campaigns
TRANSCRIPT
![Page 1: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/1.jpg)
Integrated Marketing Communications Strategic Development and Tactical Implementation
#IntegratedMarketing
![Page 2: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/2.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Why integrated marketing is better.
• Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences
But it’s not easy...
![Page 3: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/3.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Why integrated marketing is better.
• Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences
But it’s not easy...
#IntegratedMarketing Landing Page: www.deliver.capstrat.com/integratedmarketing
![Page 4: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/4.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Budgets
“I don’t know.” – Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget.Source: Lenskold Group and emedia
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
![Page 5: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/5.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.
Technology
Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.
#IntegratedMarketing
![Page 6: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/6.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Information 66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information.Source: DOMO Survey, November 2013
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
![Page 7: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/7.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Meetings
37% of employee time is spent in meetings. Managers attend more than 60 meetings per month.Source: InfoCom
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
![Page 8: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/8.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.© 2015 Capstrat, LLC. All Rights Reserved.
Resistance
Only 30% of change programs succeed.Source: John Kotter
#IntegratedMarketing
![Page 9: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/9.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
How do we move away from this typical scenario?
#IntegratedMarketing
![Page 10: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/10.jpg)
Setting Accurate Measures How did you do? How do you know?
#IntegratedMarketing
![Page 11: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/11.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Output Reach, touch,
click
Business GoalsAdded value
Outcomes Knowledge,
opinions, attitudes
Organization Targeted groups Tactics/media/channels
Total measurement
#IntegratedMarketing
![Page 12: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/12.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
The total measurement framework
Measurement frameworks help visualize strategic initiatives for every marketing objective, and how each will be measured to prove success.
#IntegratedMarketing
![Page 13: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/13.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Measure what matters.
#IntegratedMarketing
![Page 14: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/14.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Measurement/Analytics
#IntegratedMarketing
![Page 15: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/15.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Measurement/Analytics
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video Views Time
Spent
Clicks
CTR/CPC
Visits
#IntegratedMarketing
![Page 16: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/16.jpg)
The Funnel Getting Your Audience From Point A to Point B
#IntegratedMarketing
![Page 17: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/17.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Funnel
• testing/optimization
#IntegratedMarketing
![Page 18: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/18.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
![Page 19: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/19.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Sales, New Members, Advocates, etc
The funnel approach
Awareness/Attention
Action
Desire
Interest
Universe of People
#IntegratedMarketing
![Page 20: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/20.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Planning/Strategy
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Account PlanningResearch
PositioningMessagingDelivery
#IntegratedMarketing
![Page 21: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/21.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/AttentionPublic RelationsAdvertising
Social Media
#IntegratedMarketing
![Page 22: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/22.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Interest
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Direct MarketingSearch
Social Media
Channel MarketingDigital Experience
Native Advertising
#IntegratedMarketing
![Page 23: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/23.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Desire
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Direct MarketingSearch
Social Media
Digital ExperienceChannel MarketingNative Advertising
WhitepapersLong Form Video
EventsWebinar
#IntegratedMarketing
![Page 24: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/24.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Action
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Direct MarketingSearch
Social
Digital ExperienceChannel Marketing
Long form video Whitepapers
Events Webinar
Native Advertising
Conversion OptimizationUser ExperienceCall CenterSales Visit
#IntegratedMarketing
![Page 25: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/25.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
B2B industry benchmark for lead conversions*
Suspects
* Based on industry averages/benchmark developed by Netprospex
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg Size of Sale
2015 Marketing Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
#IntegratedMarketing
![Page 26: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/26.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
![Page 27: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/27.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
#IntegratedMarketing
![Page 28: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/28.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Content
#IntegratedMarketing
![Page 29: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/29.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Content engine
#IntegratedMarketing
![Page 30: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/30.jpg)
The Campaign Stack: Mapping communications to maximize coverage
#IntegratedMarketing
![Page 31: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/31.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Air Cover
Demand & Lead Generation
Collateral
Training
Commercial offer
Promotions
Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.)
Direct mail, email, Newsletters, events (real and virtual)
Briefs, presentations, white paper, customer case studies
Workshops, E-seminars, podcasts, online exams
Preconfigured packages, boxed sets, subscription service, starter kits
Bundle discounts, partner incentives, rebates, awards
The Campaign Stack: A pragmatic approach to marketing
#IntegratedMarketing
![Page 32: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/32.jpg)
© 2015 Capstrat LLC. All Rights Reserved.
Big whooping mistakes
No call to action
Bad timing between air cover and demand generation
Inconsistent message
No training
Not telling Sales
Telling channel partners beforedirect Sales or Field Marketing
#IntegratedMarketing
![Page 33: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/33.jpg)
(Multi) Media: Viewing the landscape
#IntegratedMarketing
![Page 34: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/34.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Media continues to converge
#IntegratedMarketing
![Page 35: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/35.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Integration enhances visibility and mitigates risk
PA I D M E D I A
Strengths
Visibility
Weaknesses
Credibility
O W N E D M E D I AControl Visibility
E A R N E D M E D I ACredibility Control
Visibility
Control
Credibility
Visibility
Credibility Control
Less More
#IntegratedMarketing
![Page 36: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/36.jpg)
Where does digital fit in? Digital Communications
#IntegratedMarketing
![Page 37: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/37.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
CMO.com
#IntegratedMarketing
![Page 38: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/38.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
CMO.com
#IntegratedMarketing
![Page 39: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/39.jpg)
![Page 40: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/40.jpg)
Technology can’t save a bad marketing idea.
![Page 41: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/41.jpg)
PAID
OWNED EARNED
#IntegratedMarketing
![Page 42: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/42.jpg)
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
#IntegratedMarketing
![Page 43: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/43.jpg)
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
#IntegratedMarketing
![Page 44: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/44.jpg)
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
RESEARCH AND INSIGHT
#IntegratedMarketing
![Page 45: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/45.jpg)
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION #IntegratedMarketing
![Page 46: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/46.jpg)
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION
![Page 47: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/47.jpg)
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUND MARKETING
OUTBOUND MARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION
![Page 48: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/48.jpg)
Destinations Digital Experiences
#IntegratedMarketing
![Page 49: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/49.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Origins of Capstrat Digital
#IntegratedMarketing
![Page 50: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/50.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Origins of Capstrat Digital
#IntegratedMarketing
![Page 51: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/51.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
And then a few things happened...
#IntegratedMarketing
![Page 52: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/52.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Pay attention to mobility, context and content
#IntegratedMarketing
![Page 53: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/53.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Use current technology
#IntegratedMarketing
![Page 54: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/54.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Use current technology
#IntegratedMarketing
![Page 55: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/55.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Ensure measurable
#IntegratedMarketing
![Page 56: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/56.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
The Website has become the Web Experience.
#IntegratedMarketing
![Page 57: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/57.jpg)
Communications Outbound and Inbound Marketing
#IntegratedMarketing
![Page 58: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/58.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Same things as you, and...Fragmentation of media channels
#IntegratedMarketing
![Page 59: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/59.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Most popular online activities
Social is closing in, but email and search are still
really strong.
#IntegratedMarketing
![Page 60: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/60.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
But, when talking about mobile users...
#IntegratedMarketing
![Page 61: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/61.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.#IntegratedMarketing
![Page 62: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/62.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Measurement, optimization and testing
#IntegratedMarketing
![Page 63: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/63.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
A/B/split testing and multivariate testing (MVT)
#IntegratedMarketing
![Page 64: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/64.jpg)
© 2015 Capstrat LLC. All Rights Reserved.
Why test?
Only way to truly know what works and what doesn’t for your industry, customers and products
No opinions
No “best practices”
No “design for design sake”
#IntegratedMarketing
![Page 65: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/65.jpg)
© 2015 Capstrat LLC. All Rights Reserved.
What can you test?
Processes/ user workflows
Landing pages
Campaigns
Design
Content
Marketing promotions
#IntegratedMarketing
![Page 66: Marketing Decision-Makers: Stop Thinking Tactics, Start Thinking Campaigns](https://reader034.vdocuments.site/reader034/viewer/2022051404/58d0cb151a28ab866c8b61ab/html5/thumbnails/66.jpg)
© 2015 Capstrat, LLC. All Rights Reserved.
Thank you www.deliver.capstrat.com/integratedmarketing
Shane Johnston e. [email protected] t. @shanetjohnston
Jon Barlow e. [email protected] t. @Jon_Barlow
#IntegratedMarketing