Integrated Marketing: The Secrets of 21st Century Business Promotion

Integrated Marketing:
The Secrets of 21st Century Business Promotion
Aylesbury Chamber 19/10/2012

© 3seven9 Agency Ltd

Contents

• 21st Century Marketing
• Understanding the marketing channels
• Current Trends
• How to set up your strategy
• Manage and measure your integrated marketing
• Case Study


What is Marketing?


INTEGRATED MARKETING

21st CENTURY MARKETING


20th Century Marketing: Company focused


21st Century Marketing: Customer focused


21st Century Marketing: Integrated
Social
Media Networks
Advertising
Family, Friends
Employers
Colleagues

Analysts Customers Competitors

Influencers
Journalists
Bloggers
Websites

Publications Thought
leaders

The Problem with Integrated Marketing

Awareness Discovery Validation
Buying General
Recognise Problem Evaluate Select Best
Negotiate
Market and
Opportunity Defined Options Option
Process Education Purchase

Various Digital Marketing Channels (SEO, PPC, Email, Social, PR etc)

Selling Target Qualify Explain Submit
Close Fulfill
Prospects Prospects Solution Proposal
Process


UNDERSTANDING THE CHANNELS


Channels for success
Primary Channel
Display Advertising

Email Marketing

Pay-Per-Click Advertising (PPC)

Online PR

Search Engine Optimisation

Affiliate Marketing

Social Media Marketing

Viral Campaigns

Conversion Rate Optimisation (CRO)


Primary Channel Works well with...
Display Advertising

Email Marketing

Pay-Per-Click Advertising (PPC)

Online PR

Search Engine Optimisation

Affiliate Marketing

Social Media Marketing

Viral Campaigns

Conversion Rate Optimisation (CRO)


Primary Channel Works well with...
Display Advertising PPC Social Media

Email Marketing Social Media CRO

Pay-Per-Click Advertising (PPC) SEO CRO

Online PR Email Marketing SEO

Search Engine Optimisation Social Media PPC

Affiliate Marketing CRO Social Media

Social Media Marketing SEO PPC

Viral Campaigns Social Media SEO

Conversion Rate Optimisation (CRO) PPC Email Marketing



CURRENT TRENDS


More companies are attempting an integrated
approach to marketing


Marketing Channels, by Priority

60%

50%
50%

39% 39%
40%
34%

30%

20% 18%
20%
13% 13% 12%
10% 10% 9%
10%
6% 5% 4% 4% 4%

0%


Email and website activity are most likely to be
integrated with overall marketing activity
90%

80%

70%

60%
51% 50%
50%

40% 37%
32% 31% 29%
30% 26%

20% 16%
14% 13%
10%

0%


Correlation between level of integration and ease of
integration ... for some channels
90%
80%
78%
70% 75% 75%
72%
60%
51% 50% 59% 58%
50% 53% 51%
40% 37%
32% 31% 43%
29% 40%
30% 26%
20% 16%
14% 13%
10%
0%

Proportion of respondents reporting channels are "'very integrated"
Proportion of respondents reporting "straightforward" to integrate © 3seven9 Agency Ltd


HOW TO SET UP YOUR STRATEGY


Process for success
1) Business Objectives 2) Resource/Cost 3) Channels
• What goals does the • Team strengths? • How do they
business want to • Availability? support and interact
achieve? • Cost to use? with each other?

6) Measuring 5) Time 4) Content
• Campaign KPIs? • How to engage, • What does the
• Cost vs Conversion when, frequency? audience want?
• Next steps? • PDF? Video? Blog?

Goal Examples
Company Goals
Brand Awareness Thought Leadership Increase Traffic Sales

Very High

High
Budget

Medium

Small

Haha, good
one!


Examples of success
Company Goals
Brand Awareness Thought Leadership Increase Traffic Sales

#1 - Display #1 - Viral #1 - Viral #1 - CRO
Very High #2 - Viral #2 - Display #2 - SEO #2 - SEO
#3 - SEO #3 - Social #3 - PPC #3 - Email
#1 - Viral #1 - Viral #1 - Viral #1 - CRO
High #2 - Display #2 - Display #2 - SEO #2 - SEO
Budget

#3 – SEO #3 – Social #3 - PPC #3 - Email
#1 - Viral #1 - Viral #1 - Viral #1 - CRO
Medium #2 - SEO #2 - Social #2 - SEO #2 - SEO
#3 – Display #3 – Display #3 - PPC #3 - Email
#1 - SEO #1 - Viral #1 - Viral #1 - CRO
Small #2 - Social #2 - Social #2 - SEO #2 - SEO
#3 – Affiliate #3 – Online PR #3 - Social #3 - Email
#1 - SEO #1 - Viral #1 - Viral #1 - CRO
Haha, good
#2 - Social #2 - Social #2 - SEO #2 - SEO
one!
#3 - Affiliate #3 - Online PR #3 - Social #3 - Email



MEASURING SUCCESS


Goals for success

SEO

Online
PPC
PR

Goal

Affiliate Email

Social


Sales Goal Measurement
Marketing Goal Client Average Order
Conversion rate Value
Lead enquiry form submission 15% £1,000
Pricing Page 5% £500
Newsletter sign-up 4% £1,500
White paper download 12% £1,250
Video view 10% £1,100

Leaving comments or reviews 5% £250
Use of Live Chat 20% £2,000


Goals for success

PPC
(10% converts, £1.5k, 10 Leads p/m)

SEO
(30% converts, £2k, 15 Leads p/m) Marketing Client Average
Goal Conversion rate Order Value
White paper
Email download 12% £1,250
(5% converts, £500, 25 Leads p/m)

Social
(35% converts, £1k, 17 Leads p/m)


Metrics for success



A 3SEVEN9 CASE STUDY


Integrated Marketing Case Study
Awareness Discovery Validation
Buying General
Evaluate Select Best
Market
Options Option
Process Education

Various Digital Marketing Channels (SEO, PPC, Email, Social, PR etc)

Selling
Process

Integrated Marketing Case Study
Google PPC
Search + Display

Affiliate Marketing White
paper Database Alert

Online
Test

Mail

Integrated Marketing Results


Summary

1. Web, Email, Social & SEO are the four biggest integrated
marketing channels businesses use

2. Define your business drivers first! (What are your goals?)

3. Understand your business’ natural strengths, resource and
budget

4. Set up the channels, train the resource, create the content
and make the time

5. Set up your metrics and measure your success


Thank you.

If you have any further questions please contact
david.wood@3seven9.com or find us at
www.3seven9.com


Integrated Marketing: The Secrets of 21st Century Business Promotion

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