Más contenido relacionado Integrated Marketing: The Secrets of 21st Century Business Promotion2. Contents
• 21st Century Marketing
• Understanding the marketing channels
• Current Trends
• How to set up your strategy
• Manage and measure your integrated marketing
• Case Study
© 3seven9 Agency Ltd
7. 21st Century Marketing: Integrated
Social
Media Networks
Advertising
Family, Friends
Employers
Colleagues
Analysts Customers Competitors
Influencers
Journalists
Bloggers
Websites
Publications Thought
leaders
© 3seven9 Agency Ltd
8. 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
© 3seven9 Agency Ltd
10. 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)
© 3seven9 Agency Ltd
11. 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)
© 3seven9 Agency Ltd
12. 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)
© 3seven9 Agency Ltd
13. 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)
© 3seven9 Agency Ltd
14. 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)
© 3seven9 Agency Ltd
15. 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)
© 3seven9 Agency Ltd
16. 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)
© 3seven9 Agency Ltd
17. 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)
© 3seven9 Agency Ltd
18. 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)
© 3seven9 Agency Ltd
19. Channels for success
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)
© 3seven9 Agency Ltd
20. Channels for success
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
© 3seven9 Agency Ltd
22. More companies are attempting an integrated
approach to marketing
© 3seven9 Agency Ltd
23. 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%
© 3seven9 Agency Ltd
24. 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%
© 3seven9 Agency Ltd
25. 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
27. 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?
© 3seven9 Agency Ltd
28. Goal Examples
Company Goals
Brand Awareness Thought Leadership Increase Traffic Sales
Very High
High
Budget
Medium
Small
Haha, good
one!
© 3seven9 Agency Ltd
29. Goal Examples
Company Goals
Brand Awareness Thought Leadership Increase Traffic Sales
Very High
High
Budget
Medium
Small
Haha, good
one!
© 3seven9 Agency Ltd
30. 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
© 3seven9 Agency Ltd
32. Goals for success
SEO
Online
PPC
PR
Goal
Affiliate Email
Social
© 3seven9 Agency Ltd
33. 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
© 3seven9 Agency Ltd
34. 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)
© 3seven9 Agency Ltd
37. 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
© 3seven9 Agency Ltd
38. Integrated Marketing Case Study
Google PPC
Search + Display
Affiliate Marketing White
paper Database Alert
Online
Test
Mail
© 3seven9 Agency Ltd
40. 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
© 3seven9 Agency Ltd
41. Thank you.
If you have any further questions please contact
david.wood@3seven9.com or find us at
www.3seven9.com
© 3seven9 Agency Ltd