Date post: | 17-Oct-2014 |
Category: |
Business |
View: | 2,284 times |
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Thinking Without SilosMaking Digital a Part of Your Integrated Marketing Approach
Dave Knox SVP & Chief Marketing Officer, RockfishCo-Founder, The Brandery@daveknox
Digital is not a channel. It’s a way of life.To the consumer, the lines between digital and traditional marketing are blurred.
5 Ways to Take an Integrated Approach:
Think like your consumer.
Organize to succeed.
Architect for the consumer.
Activate integrated planning.
Adopt a culture of innovation.
To meet the needs of your consumer, think like your consumer.
Know your consumer.
What are they searching for and how are they
interacting (where, what device)?
Introduce need state analysis.
There is no better sign of intent than fingers to keys,
searching for an answer.
Organize to succeed.
Technology
Marketing
Advertising
CONSUMER INSIGHTS
Product development
Customer service
Branding teams
"We believe that customer service
shouldn't be just a department –
it should be the entire company.”
–Tony Hseih, CEO, Zappos
Architect for the consumer.
Consumer use cases
Digital roadmap
Multi-channel content calendars
Determine content cadence
Traffic driver strategy Consumer
Insights
Understand how consumers use your product.
“Content doesn’t win.
Optimized content wins.”
–Li Evans, Author & Consultant
Activate integrated planning.
The average consumer interacts with
57 different touchpoints
before making a purchase decision.
“People at different stages of their lives
are doing different things,
and they’re all using Google.”
–Susan Wojcicki, Forbes’
“Most Powerful Woman in Advertising”
Adopt a culture of innovation.
Fail fast, fail often.
Look to startups for inspiration.
Dónde donde.io
• Provides mobile product and store locators for brands
and chains looking to increase local retail sales and gain
real-time marketing insights.
Leap Motion leapmotion.com• Motion control sensor designed to allow the user interact with a
computer in a more natural way.
• USB-connected sensor can track movement such as drawing,
rotating and sculpting an object, and playing a musical instrument.
FollowApps follow-apps.com
• Mobile application management platform that helps CMOs measure
ROI on mobile marketing spend and engage their mobile audience.
Get started. Today.