5. ‣ INTEGRATED COMMUNICATION IS NOT ABOUT TELLING THE SAME BRAND STORY
IN MULTIPLE CHANNELS ANYMORE.
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6. ‣ BRAND COMMUNICATION IS MORE THAN BRANDING, STORYTELLING, STORY
BUILDING AND ENGAGEMENT.
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7. ‣ IT IS ALSO ABOUT DATA, ANALYTICS, AND MECHANICS: IT’S NEW THINKING.
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8. ‣ INTEGRATE SOPHISTICATED STRATEGY, BRAND EXPERIENCE, AND CHANNEL
INTERPLAY ALONG THE CONSUMER PATHWAY.
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9. IT’S A SHIFT IN MINDSET:
INTEGRATED CAMPAIGNING OR
INTEGRATED COMMUNICATION PLANNING…
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10. IT DEMANDS A NEW
PERSPECTIVE ON OUR
WORK.
OOH
PR
Print
Digital
TVC
AWARENESS
360°
Campaigns
INVOLVEMENT
Platforms/Apps
ACTIVE
CONSIDERATION
Social Media
PURCHASE
SEO /SEM
CONSUMPTION
Online Shop
BUILDING
RELATIONSHIP
Services
CRM
ADVOCACY
Integration
of all
disciplines
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13. IS THIS A SUCCESS
FORMULA?
Bought
Owned
Earned
Activation /
Campaign
Platform /
Relevant
Content
X-Factor
Paid Push + Pull
Media
+
Informative
Useful
Entertaining
Humorous
Social
Sustainable
=
Buzz / Viral
Recommendations
Insights
Data
(can be supported)
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14. LET’S HAVE A LOOK AT SOME
INTEGRATED PLATFORM CONCEPTS
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18. Search Engine Marketing
Affiliation & Retargeting
AWARENESS
Couponing
Opinion Leader Inspirations
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
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19. Newsletter
Free Hotline
Free Shipping
100 Days
Exchange
Styling Inspiration
Shopping Community
(Sales)
AWARENESS
INVOLVEMENT
1:1 Twitter
Service
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
1:1 Facebook
Service
Special
Promotions
Facebook
Community
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20. WHAT DO WE NEED TO DO DIFFERENTLY?
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23. WHO SHOULD BE
YOUR PARTNERS?
Client (Data)
Media
Market
Research
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24. SKETCH THE
CONSUMER
PATHWAY.
CAR PURCHASE
AWARENESS
CONSIDERATION
Channels:
Chrysler
Europe Luxury
Segment / Test Drives in
luxury hotels.
TV
OOH
Online
Print
RELEVANT SET
2-3 MODELS
4 weeks
Time slot to influence a potenial
consumer.
TRIAL
CONVERSION
LOYALTY
ADVOCACY
Channels:
Channels:
Channels:
Channels:
2-3 RETAILERS
Retailer
3 weeks
1 MODEL
Offline 70%
Online 30%
Mailings
Community
Retailer
Online / Social
Media
2 weeks
It is difficult to influence a potential
consumer in these periods.
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30. ‣ Creative Banner Advertising
‣ Contextual, behavioral, and regional
Targeting
‣ Video Advertising (Smartclip)
‣ Online PR / Advertorials, Coops, Weibo,
Bloggers
‣ Making Content available for
sharing (Pinterest) Multiplicator
Marketing / Blogger
‣ Social Plug Ins
‣ Recommendation Marketing
‣ Community Building
‣ Loyalty Programs / Clubs
‣ Bonuses
‣ Retargeting
‣ Near Field Communication
Advocacy
Awareness
Relationship
Building
Involvement
Consideration
Consump
-tion
‣ Microsites, Landingpages
‣ Creative Platforms / Apps
‣ Youku branded channels
‣ Renren Campaigns
‣ Gamification
‣ Co-Creation
Purchase
‣ SEM CHANNELS!
‣ Social Experiences
THINK OF (JWT) BENCHMARK CASES WITHIN THESE MARKETING-Keyword Advertising
‣
‣ Online Services
‣ Live Chat
‣ Mobile Services
‣ Video Tutorials
‣ Other Services
‣ SEO (Search Engine
‣ Social Shopping (Tuangou)
Optimization)
‣ Mobile Payment
‣ Product Reviews (Test
‣ Couponing
Campaigns)
‣ Shopping Experience
‣ Brand / Content Websites
‣ Multichannel Retail
‣ Price Comparison (dianping)
‣ Apps
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31. Thanks for listening!
THE MAIN GMBH
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
ley@themain.de
http://de.linkedin.com/in/hannesley
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