INTRODUCTION TO INTEGRATED MARKETING

X50.9212 Integrated Marketing – Week 1

Let’s Brainstorm!

• Get into pairs and discuss the following questions:

• 1. Why do you think integrated marketing is so important?

• 2. What do you think is the most important change that marketing has seen in the past decade?

• 3. What one company do you feel has really stayed on the forefront of marketing today?

Definition of “Integrated Marketing”• Coordination and integration/consistency• Maximizes impact on stakeholders• Minimal/optimal cost

Marketing Mix Overview

Integrated Marketing Components

New Trends and Capabilities

• Increase in information technology capabilities

• Shifts in channel power• Retail to web; increase in avenues of information

• Increase in competition• Nationally and globally; small and large

New Trends and Capabilities

• Brand parity• Consumer difficulty in differentiating between

brands

• Information integration• Contact point management and “path to

conversion”

• The fall of the TV ad (and mass media)

Global Integrated Marketing

• Standardization• Adaptation

Source: examiner.com and trifter.com

Example:

• Any members of Netflix? • Where have you seen Netflix?

Example:

• 30-day free trial enables consumers to try before they sign up

Example:

• Collecting information upon free trial sign-up

Example:

• Customer engagement

Example:

• Social marketing

Example:

• Search engine marketing AND optimization

Example:

• Database-driven E-mail and event marketing

Example:

• Referral program, E-mail and direct mail

Other Examples?

• Other examples of integrated marketing campaigns – the list is endless!

INTRODUCTION & CLASS OVERVIEW

X50.9212 Integrated Marketing – Week 1