A Strategic Approach To Integrated Marketing May 2008 Louise Rijk Vice-President Marketing and Sales Advanced Media Productions, Inc. 2008 Advanced Media Productions, Inc.

Agenda

• What is Integrated Marketing?

• Integrated Online and Offline Marketing Today

• A Strategic Approach to Integrated Marketing

• Integrated Search Marketing

• Search Marketing and Television Advertising

• Offline Influence on Search Marketing

• Integrated Advertising and Social Media

• Tracking Integrated Marketing Campaign Results

• Road Map for Strategic Integrated Marketing

2008 Advanced Media Productions, Inc.

• Online Channels:

• Organic Search

• Paid Search Advertising

• Online Display

• Advertising

• Email Marketing

• Social Media Marketing

• Offline Channels:

• Television

• Print Advertising

• Direct Mail

• Radio

• Billboard

What Is Integrated Marketing?

• An holistic approach to promote buying and selling and building brand awareness across two or more online and offline media channels.

• Integrated Marketing Can Include:

2008 Advanced Media Productions, Inc.

Integrated Online & Offline Marketing Today

• Most Marketers and Business Owners Take a Tactical Approach to Marketing and Integrated Marketing

• Integrated Marketing Must Go Beyond Cross-Channel Blending of Messaging and Visual Identity

• Complex and Fragmented Media Markets Require a Strategically-focused Integrated Marketing Plan

2008 Advanced Media Productions, Inc.

• Three Basic Steps to Integrated Marketing Planning

• • • • Objective(s)

• • • • Strategy

• • • • Tactics

A Strategic Approach to Integrated Marketing 2008 Advanced Media Productions, Inc.

Integrated Search Marketing

• Blended Search

• • Online News Releases, Video, Images, Blog Postings, Products in the Main Search Results

• Integrated Search and Online Display Advertising

• • Search Behavioral Targeting , e.g. Linking a Users Search Behavior to Trigger Display Ads With Relevant Product Offerings (Yahoo Smart Ads)

2008 Advanced Media Productions, Inc.

Search and Television Advertising

• Exposure to Television Advertising Leads to More Searches With Brand Keywords

• Search Data Can be Used to Get Almost Real-Time Feedback on a Television Ad Campaigns

2008 Advanced Media Productions, Inc.

Offline Influence on Online Search 2008 Jupiter Research, LLC 2008 Advanced Media Productions, Inc.

Integrated Advertising & Social Media Marketing 2008 Advanced Media Productions, Inc.

Integrated Multi-Campaign Tracking

• Looking Beyond The Last Click

• Multi-channel Campaign Tracking:

• • Identifying the Lift That One Channel Provides to the Other

• • Quantifying the Downstream Value of Online Impressions

2008 Advanced Media Productions, Inc.

Road Map For Strategic Integrated Marketing

• Goals and Objectives

• Situation Analysis

• Target Audience/Market

• Target Market Trends and Needs

• Strengths and Weaknesses

• Competitive Analysis

• Product/Service Positioning

• Media Mix

• Tactical Implementation Plan

2008 Advanced Media Productions, Inc.