I recently presented the keynote address at the 495/MetroWest Business Expo 2008. This presentation, recorded on May 22, 2008 at the Sheraton Hotel in Framingham, Massachusetts, discusses: the challenges in marketing today; how to move from traditional media alone to include interactive marketing; marketing strategy and tactics, both online and offline; and how (and when) to take the first steps toward implementing a strategic marketing plan.
What is Integrated Marketing?
Integrated marketing is a holistic marketing approach that crosses media channels and boundaries to promote buying and selling, as well as brand building, across two or more online and offline media channels. Integrated marketing can have many facets. Online, it can include: organic search; paid search advertising (PPC); online display advertising; email marketing; social media marketing. Offline marketing is what we think of as traditional media: television; print advertising; direct mail; radio; billboard ads.
The Interaction Between Online and Offline Media
Integrated search marketing uses the blended search (also called universal search) formula to pull a campaign together. An integrated campaign utilizes online news releases, video, images, blog posts and products to promote a brand outside standard advertising means. Television campaigns can be tied to an online campaign and used to fuel targeted searches, while providing valuable feedback on the reach of the campaign.
Multi-Campaign Tracking
Tracking and analyzing data is one of the most important features of an integrated campaign. By “looking beyond the last click,” you can determine which channel(s) were interacting the best and quantify the campaign results. This data tells you which parts of the campaign drove traffic and produced results, and which need work.
Buzz it!
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