Thinking Without Silos: Making Digital a Part of Your Integrated Marketing Approach
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Digital marketing is integrated into all aspects of consumers' lives, so companies must take an integrated approach across marketing channels and organizational silos. This involves organizing teams around consumer insights, architecting experiences from the consumer perspective, activating integrated planning across 57 touchpoints, and adopting a culture of innovation by failing fast and learning from startups.
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Thinking Without Silos: Making Digital a Part of Your Integrated Marketing Approach
- 1. Thinking Without Silos Making Digital a Part of Your Integrated Marketing Approach Dave Knox SVP & Chief Marketing Officer, Rockfish Co-Founder, The Brandery @daveknox
- 2. Digital is not a channel. It’s a way of life. To the consumer, the lines between digital and traditional marketing are blurred.
- 3. 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.
- 4. To meet the needs of your consumer, think like your consumer.
- 5. 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.
- 6. Organize to succeed. Technology Marketing Advertising CONSUMER INSIGHTS Product development Customer service Branding teams
- 7. "We believe that customer service shouldn't be just a department – it should be the entire company.” –Tony Hseih, CEO, Zappos
- 8. Architect for the consumer. Consumer use cases Traffic driver strategy Determine content cadence Digital roadmap Consumer Insights Multi-channel content calendars
- 9. Understand how consumers use your product.
- 10. “Content doesn’t win. Optimized content wins.” –Li Evans, Author & Consultant
- 11. Activate integrated planning. The average consumer interacts with 57 different touchpoints before making a purchase decision.
- 12. “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”
- 13. Adopt a culture of innovation.
- 14. Fail fast, fail often.
- 15. Look to startups for inspiration.
- 16. 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.
- 17. 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.
- 18. FollowApps follow-apps.com • Mobile application management platform that helps CMOs measure ROI on mobile marketing spend and engage their mobile audience.
Notas do Editor
- To meet the needs of the consumer, we have to start thinking like the consumer. A siloed approach to marketing isn’t going to work anymore.
- In consumer-centric approach, consumer insights are the centerpiece and everything flows out of that – marketing, advertising, product developmentWe need to transition from stove pipe to hub & spoke model, but the hub is not what you think. It’s consumer.Technology, marketing, advertising, product development, information, customer service and brand teams have to blend to stay cutting edge with the consumer at the center
- Start with consumer, look across all channels and architect a planDevelop consumer use casesChannel roles and digital roadmapContent calendars that integrate across channelsDetermine the right cadence and timing of contentConstruct traffic driver strategy that activates all channels
- Case Study: Coca-Cola originally developed as a pharmaceutical product
- now more than ever you have the chance create a consistent message
- Ultimately, integrated planning means planning for Google. Integrate search elements into all channels to increase relevance with Google and consumers
- Schnett:If there is a place to get “salesy,” I think its right here. Not only do we know what we’re talking about, we’re on the leading edge. This is what life at RF looks like…I think you could show our own Hackathon here. Let Dave speak to how RF has developed a culture of innovation. We “walk the walk.”We advocate this approach because it’s an approach we use ourselves.
- Integrating digital is a very broad objective. Case studies are meant to show the wide variety of technologies/services that can be drawn from