part four: integrated campaigns

How Digital Changed Integrated Marketing

Integrated Marketing was first described by the American Association of Advertising Agencies in 1989 as “a means to achieve objectives through well-coordinated promotional methods that reinforce each other.”

RADIO  

PUBLIC  RELATIONS  

NEWSPAPER  

TELEVISION  

PHONE    BOOK  

TELEMARKETING  

Broad  Awareness  

Considera?on  /  Preference  

Purchase  

MAGAZINES/CATALOGS  

RADIO  

SOCIAL  MEDIA  

MOBILE  

TELEVISION  

WEBSITE  

ADWORDS  

Broad  Awareness  

Considera?on  /  Preference  

Purchase  

CONTENT  MARKETING  

RADIO  

SOCIAL  MEDIA  

MOBILE  

TELEVISION  

WEBSITE  

ADWORDS  

Branding  

Long-­‐Form  Content  

Direct  Response  

CONTENT  MARKETING  

RADIO  

SOCIAL  MEDIA  

MOBILE  

TELEVISION  

WEBSITE  

ADWORDS  

Get  Their  ALen?on  

Give  Them  Details  

Ask  For  The  Sale  

CONTENT  MARKETING  

A digital marketing funnel is created the same way as a traditional marketing funnel. Take, for example, HubSpot’s Inbound Marketing strategy. The number of people (and time spent) on the Internet rivals the averages of any mass media channel.

The promoters become the evangelists driving greater awareness for new customers through a social media or loyalty program.

When integrating digital with traditional advertising, you create a powerful dynamic.

A strong digital presence allows the other channels to do what they do best, without having to carry the entire marketing load.

For example, this allows broad awareness (branding) campaigns at the top of the funnel to be emotionally compelling. They can drive potential leads to a rational/logical experience on the web where they are eventually closed at the bottom of the funnel.

What this means to you.  

Branding: Top

Event Marketing: Top and middle

Direct Response Marketing: Bottom

Word-of-Mouth Marketing: Middle and loyalty

Social Media Marketing: Any, but best in the middle and loyalty

Content Marketing: Top, middle and loyalty

Mobile Marketing: Any (after mobile payment is widely adopted)

PPC (AdWords) Marketing: Bottom

- Google  

Awareness Consideration Purchase  

At different phases of the customer journey, different channels are more effective. Traditional marketing first makes up 39% of a buying decision and then falls to 22% by the time the purchase is made.  

- Google  

Awareness Consideration Purchase  

Research/Word-of-mouth/Reviews make up 37% during consideration and only falls to 31% during the purchase.  

“EBay is a shark in the ocean. We are a crocodile in the Yangtze river. If we fight in the ocean, we will lose. But if we fight in the river, we will win.”

- Jack Ma, Alibaba  

@JohnstonMike4MikeJohnston

COMING SOON

How Digital Marketing Changed Advertising StrategiesPart Five: The Internet of Things