corporate marketing integration: merging traditional and digital media
DESCRIPTION
IABC/Richmond Program - January 2012Speaker: Jesson ZafarPart One of TwoTRANSCRIPT
Corporate Marketing Integration: Merging Traditional And Digital Media
January 5 2012
First, definitions
• Traditional Media
First, definitions
• Digital Media
Inception.
Turning A Barge
Must-Haves
• Top down support • Team buy-in• Understanding• Expertise• Process
Must-Haves – Southern States
• Top down support: CEO/CMO• Team buy-in: Suck it up• Understanding: Research• Expertise: Internal/external• Process: Framework
So, what are we doing
So, what are we doing
• Radio• TV• Print• Billboard• Circulars• Direct Mail• In-store
So, what are we doing
• E-Blasts• Search• Social• Display• Mobile• Video
Results
• Organic rankings increased• Cost Per Acquisition reduced• Social engagement• In-store buzz• Ongoing market studies…
Adaptation & Evolution.
Lessons Learned & Tips
• Top down buy-in• All about the customer• Open mind
• Start today• Have support• Do it right
Questions?
• Contact:– Jesson Zafar• [email protected] (Southern States)
– 804-281-1179• [email protected] (Business/Personal)
– 804-201-7596• Twitter: @jessonzafar• LinkedIn