part four: integrated campaigns
TRANSCRIPT
![Page 1: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/1.jpg)
How Digital Changed Integrated Marketing
![Page 2: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/2.jpg)
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.”
![Page 3: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/3.jpg)
RADIO
PUBLIC RELATIONS
NEWSPAPER
TELEVISION
PHONE BOOK
TELEMARKETING
Broad Awareness
Considera?on / Preference
Purchase
MAGAZINES/CATALOGS
![Page 4: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/4.jpg)
RADIO
SOCIAL MEDIA
MOBILE
TELEVISION
WEBSITE
ADWORDS
Broad Awareness
Considera?on / Preference
Purchase
CONTENT MARKETING
![Page 5: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/5.jpg)
RADIO
SOCIAL MEDIA
MOBILE
TELEVISION
WEBSITE
ADWORDS
Branding
Long-‐Form Content
Direct Response
CONTENT MARKETING
![Page 6: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/6.jpg)
RADIO
SOCIAL MEDIA
MOBILE
TELEVISION
WEBSITE
ADWORDS
Get Their ALen?on
Give Them Details
Ask For The Sale
CONTENT MARKETING
![Page 7: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/7.jpg)
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.
![Page 8: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/8.jpg)
The promoters become the evangelists driving greater awareness for new customers through a social media or loyalty program.
![Page 9: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/9.jpg)
When integrating digital with traditional advertising, you create a powerful dynamic.
![Page 10: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/10.jpg)
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.
![Page 11: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/11.jpg)
What this means to you.
![Page 12: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/12.jpg)
Branding: Top
![Page 13: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/13.jpg)
![Page 14: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/14.jpg)
Event Marketing: Top and middle
![Page 15: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/15.jpg)
![Page 16: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/16.jpg)
Direct Response Marketing: Bottom
![Page 17: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/17.jpg)
![Page 18: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/18.jpg)
Word-of-Mouth Marketing: Middle and loyalty
![Page 19: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/19.jpg)
![Page 20: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/20.jpg)
Social Media Marketing: Any, but best in the middle and loyalty
![Page 21: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/21.jpg)
Content Marketing: Top, middle and loyalty
![Page 22: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/22.jpg)
Mobile Marketing: Any (after mobile payment is widely adopted)
![Page 23: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/23.jpg)
PPC (AdWords) Marketing: Bottom
![Page 24: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/24.jpg)
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.
![Page 25: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/25.jpg)
Awareness Consideration Purchase
Research/Word-of-mouth/Reviews make up 37% during consideration and only falls to 31% during the purchase.
![Page 26: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/26.jpg)
“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
![Page 27: Part Four: Integrated Campaigns](https://reader033.vdocuments.site/reader033/viewer/2022042818/55c3ab02bb61eb784d8b4574/html5/thumbnails/27.jpg)
@JohnstonMike4MikeJohnston
COMING SOON
How Digital Marketing Changed Advertising StrategiesPart Five: The Internet of Things